How To Setup B2B Google Ads

In Today’s podcast, here’s what you’ll learn:

• 🎯 How to identify and use intent-driven keywords that attract high-quality B2B leads
• 🧠 The secret to structuring ad groups by buyer journey stage
• ✍️ Why data-driven ad copy always outperforms fluff
• 👥 The power of audience layering and remarketing done right
• ⏰ Using dayparting and ad scheduling to avoid wasted spend
• 📈 The role of micro-conversions and proper tracking in long B2B sales funnels
• 🧪 A/B testing ideas that actually move the needle
• 💸 How to budget effectively — and scale when you’re ready

Plus, Claire shares actionable tips on landing pages, ad extensions, and how to avoid the most common mistakes she sees in B2B Google Ads.

👉 Ready to turn your campaigns into a growth engine? Grab your copy of Rapid Google Ads Success or book a strategy session with Claire at clairejarrett.com.

🎧 Tune in now — because clarity leads to clicks, and clicks lead to customers.

https://www.clairejarrett.com/

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Transcript

Welcome to Clicks & Clarity with Claire, where we turn Google Ads confusion into conversion. Today, we're diving deep into advanced Google Ads strategies specifically for B2B businesses. If you're in B2B, you already know your challenges are different. Longer sales cycles, higher-ticket items, and audiences who need more nurturing before they even think about converting. So, let's skip the basics and get straight into the advanced strategies that will take your campaigns from good to incredible. First up, let's talk keywords. In B2B, intent-oriented keywords are your best friend. It's not enough to bid on broad terms like 'solutions for manufacturers.' Instead, you need to target highly specific searches like 'custom ERP solutions for manufacturers.' Intent-driven keywords focus on the 'why' behind the search, not just the 'what.' And here's a quick tip: always use exact match or phrase match for your highest-intent keywords, and reserve broad match strictly for exploratory purposes. Don't forget your negative keyword list—this prevents your ads from showing up in irrelevant searches, keeping your budget focused and efficient. Next, let's talk ad groups. Don't lump all your keywords into one or two ad groups. Instead, organise your ad groups by different themes or stages of the buyer's journey. Create one ad group for top-of-funnel educational searches, another for middle-of-funnel product comparisons, and a third for bottom-of-funnel purchase-ready searches. Each stage requires a different message and a different call to action. Now, let's move onto ad copy. In B2B, fluffy language won't cut it. Instead, focus on data-driven benefits. How much time or money will your product or service save them? How will it make their business run more smoothly? And how quickly can they expect results? Instead of saying 'Our software is the best,' say something like 'Save fifteen hours a week with our automated project management tool.' Specificity sells, especially in B2B. Next, let's talk audience layering and remarketing. Most advertisers aren't using this to its full potential. Yes, you're targeting specific keywords, but are you layering that with audiences? In B2B, your audience is likely niche, and combining audience and keyword targeting can fine-tune your campaigns. Here's how to do it: Go to Audience Manager in your Google Ads dashboard and create custom audiences based on your ideal B2B buyers. Layer those audiences with your existing keyword targeting. For example, if you're selling CRM software for enterprise businesses, layer your keyword targeting with custom audiences who've visited your pricing page or shown interest in enterprise IT solutions. This ensures your ads appear to decision-makers and reduces irrelevant clicks from people without buying power. Remarketing is equally critical. We know the B2B sales cycle is longer, and most people won't convert on their first visit. Segment your remarketing audiences to get the most out of every interaction. High-intent visitors—those who've visited your pricing page or downloaded a case study—should see ads featuring testimonials or special offers. Nurturing prospects who've engaged with educational content should see ads offering additional value, like industry reports or free consultations. Cold leads who've bounced quickly should see re-engagement ads showcasing your value proposition without being overly salesy. And don't forget to exclude existing customers—no need to waste ad spend on people who've already converted. Now, let's talk dayparting and ad scheduling. B2B decision-makers aren't browsing Google at all hours. If you're running ads twenty-four-seven, you're likely wasting budget. Instead, use dayparting to run ads only during peak engagement times. Check your Google Analytics or CRM data to identify when your highest-quality leads interact with your site. Maybe it's mid-morning when decision-makers catch up on emails, or perhaps it's the afternoon when they're researching solutions. Focus your ad spend during those peak periods. And if you're targeting global businesses, set up separate campaigns for different regions to ensure your ads run when your global prospects are active. Next, let's talk ad extensions. Extensions like sitelinks, callouts, and structured snippets give your audience multiple paths to engage with you. They improve your ad's visibility and offer more ways for users to engage. Structured snippets, for example, can list specific product categories or features, helping qualify the right users before they even click. Now, let's discuss targeted landing pages. Imagine clicking an ad promising a 'comprehensive CRM solution,' only to land on a generic homepage. You'd immediately disconnect. Each ad group should link to a landing page that directly reflects what you've promised in the ad copy. If your ad is about project management tools for IT professionals, your landing page better check all those boxes. If your landing page doesn't match the intent and expectation, you're losing potential clients before you even get started. Next, let's talk conversion tracking. One of the biggest mistakes I see in B2B Google Ads is focusing solely on form fills or demo requests. Yes, they're important, but in a longer sales cycle, they're just one piece of the puzzle. You need to track micro-conversions too. Track white paper downloads, webinar sign-ups, case study views, and time spent on key pages. Google Ads lets you set up multiple conversion actions, so take advantage of this. By tracking these smaller conversions, you'll get a better sense of where leads are in the funnel and can optimise your campaigns accordingly. Now, let's address the age-old question: how much should you spend on B2B Google Ads? Here's my advice: start small, test, and scale. You don't need a massive budget upfront. In B2B, where the sales cycle is longer, it's essential to gather data before ramping up your spend. For most B2B businesses, a starting budget of two thousand to five thousand dollars per month is a good baseline. This allows you to run multiple ad variations, target different audience segments, and gather enough data to make informed decisions. Remember, B2B ads tend to be more expensive than B2C because you're targeting competitive, sales-driven keywords. But don't let that scare you—if you're following these strategies, you'll get more qualified leads and see a better return on your investment. Finally, let's talk A/B testing. Split testing is one of those practices businesses swear by but don't always do consistently. In reality, A/B testing should be ongoing. Start with small, incremental changes. Test different headlines, descriptions, and CTA buttons. Then move onto landing pages, testing different designs, messaging, and offers. Always keep the winner and test against it with new variations. A few of my go-to tests include dynamic keyword insertion, display URLs, and showing price ranges or 'starting from' prices to weed out unqualified leads. The key is to never stop testing. In B2B, decision-makers, markets, and buying behaviours change over time. Your ads need to evolve with these shifts. Remember, running profitable campaigns is just one goal. The second is creating campaigns that scale with your business as you grow. By starting with solid fundamentals and layering these advanced strategies, you can fine-tune your campaigns to deliver high-quality leads consistently. If you're ready to take your B2B Google Ads to the next level, I've got two options for you. First, grab a copy of my best-selling book, 'Rapid Google Ads Success,' where I break down exactly how to create profitable campaigns step-by-step. Or, if you'd prefer personalised guidance, book a call with me directly. We'll dive into your campaigns, identify quick wins, and map out a clear path to better results. Head over to clairejarrett.com to book your call or order your copy today. That's all for today's episode of Clicks & Clarity with Claire. Until next time, remember: clarity leads to clicks, and clicks lead to customers. Goodbye for now!