1. Differences Between B2B and B2C Google Ads
1.1 Way lower Volumes
B2B Google Ads campaigns typically target very niche search terms, which means you’ll encounter significantly lower search volumes compared to B2C. Instead of thousands of monthly searches for a broad term like ‘running shoes,’ you’re targeting ‘B2B logistics software’ or ‘enterprise procurement platform,’ which might have only a few dozen relevant searches per month. This isn’t a bad thing in fact, it’s a sign you’re reaching highly qualified intent. But it also means you can’t rely on high-volume data to optimise quickly. You’ll need to be patient, track conversions rigorously, and focus on long-tail keywords. Success in low-volume environments comes from message match, CRO, and maximising quality over quantity.
1.2 Less Advanced than B2C
Despite how sophisticated B2C PPC has become with real-time bidding, AI audiences, and purchase prediction, B2B often lags behind in terms of platform capabilities. That’s because the data signals used to power these features (like user behaviour, frequent purchases, and intent to buy) are much less abundant in B2B. The sales cycle is longer, actions are less repetitive, and buyers aren’t making impulsive decisions. As a result, you may find yourself relying on more basic strategies: manual bid strategies, exact match keywords, and static conversion tracking. That said, there’s huge upside for marketers who can smartly combine modern tools with classic B2B principles like account-based targeting and CRM integration.
1.3 High CPCs
Cost-per-click (CPC) in B2B Google Ads is notoriously high. It’s not uncommon to see clicks in the £10 – £30 range and sometimes even more in competitive sectors like SaaS, cybersecurity, or enterprise software. This is driven by intense competition for a small pool of high-intent keywords, where every click could lead to a five- or six-figure deal. Because of this, every part of your funnel from keyword targeting to ad copy to landing page conversion needs to be razor sharp. There’s no room for wasted spend. Use negative keywords aggressively, monitor search query reports, and test messaging continuously. High CPCs can work in your favour if you extract more value per click than your competitors.
1.4 Old School/Classic Targeting Options
B2B advertisers often rely on what might be considered old school targeting: device targeting, day-parting, and basic geographic targeting. Why? Because many of the newer audience and behavioural tools lack the depth or specificity needed for niche B2B use cases. When you are trying to reach a procurement manager in a specific industry with a budget over 100k, broad audience signals won’t cut it. Instead, you’ll use classic tactics like exact-match intent keywords, industry-specific content, and tightly focused retargeting. These may not feel as cutting-edge, but they work when precision matters.
1.5 Competition
In B2B, competition is fierce but different. You’re not fighting against drop-shippers or DTC brands. You’re up against well-funded SaaS companies, agencies, and internal marketing teams who know the platform and have deep pockets. This competition isn’t just for the keyword auction; it extends to content, landing pages, CTAs, and follow-up strategy. The playing field is small with only a handful of relevant advertisers per niche but the stakes are high. Outcompeting others often comes down to differentiation: better messaging, vertical-specific offers, and trust-building assets like case studies or client logos. In B2B, winning in Google Ads is often about brand perception as much as budget.
1.6 Lead Generation & Sales-Qualified-Leads
The end goal for most B2B Google Ads campaigns isn’t a transaction it’s a lead. But not just any lead: a sales-qualified lead (SQL) that has buying intent. This means your campaigns need to be built around actions like form fills, demo bookings, or downloads, all with qualification layers built in. That could mean multi-step forms, HubSpot integration, or offline conversion tracking to measure pipeline impact. Optimising for leads without checking quality will waste budget fast. Set up micro-conversions, score leads post-capture, and make sure you’re not over-counting junk traffic. In B2B, lead gen is a full-funnel process.
2. Tactics
2.1 Campaign Types
Search campaigns are the foundation of B2B Google Ads they capture demand when it exists. But smart advertisers also layer in Display for brand recall and YouTube for pre-click education. Be cautious with smart campaigns or Performance Max unless you have strong conversion tracking as they can eat your budget without showing what’s working. Lead form extensions can help reduce friction, but always test against your own landing pages. Each campaign type has its place so map it to your funnel stage and buyer behaviour before launching.
2.2 Audiences
B2B audience targeting requires a different mindset. You can’t rely on broad interests so instead, use custom segments based on competitor domains, job titles, industry keywords, and LinkedIn-style attributes. Remarketing is a must as B2B buyers take weeks or months to convert. If you’re using Video or Display, be sure to exclude irrelevant consumer segments. Observation mode in search campaigns allows you to test how audience layers (like in-market software buyers) impact performance without restricting delivery. In B2B, the tighter the audience, the better the cost efficiency but don’t strangle volume too early.
2.3 Keywords & Match Types
Your keyword strategy should focus on long-tail, high-intent terms like ‘cloud ERP solution for manufacturers’ rather than short, generic queries. Broad match can work if you have solid negative keywords and audience layering, but start exact match to maintain quality. B2B campaigns typically need fewer keywords overall as highly relevant terms can outperform hundreds of loosely related ones. Group keywords by intent and theme, and regularly prune search terms that attract students, consumers, or job seekers. Keyword discipline is everything in B2B PPC.
3. Settings
3.1 Goals & Conversions
B2B advertisers should avoid default goal setups like ‘page views’ or ‘time on site.’ Instead, define clear, meaningful goals: form submissions, calendar bookings, or qualified phone calls. Use enhanced conversions and import offline conversions from your CRM to understand pipeline impact. For example, track when a lead becomes an SQL or opportunity. Google’s bidding algorithms perform much better with conversion events that map to true business value, not vanity metrics. This setup takes more work, but it’s essential for profitable B2B performance.
3.2 Day-parting
Most B2B engagement happens during working hours not at night or on weekends. That’s why ad scheduling (day-parting) is so important. Analyse your historical data to find your highest converting hours, then use bid adjustments or limit delivery to your peak windows. For many B2B brands, the sweet spot is 8am-6pm, Monday to Friday. That’s when decision-makers are in the office, responding to emails, and researching solutions. Avoid wasting budget on low-intent clicks that happen outside business hours. Fine-tuning this setting can significantly improve your cost-per-lead.
3.3 Device Targeting
B2B traffic is often skewed toward desktop especially during working hours when buyers are doing research at their desks. While mobile traffic has increased over time, it doesn’t always convert as well for complex B2B offerings. Monitor your lead quality by device in Google Ads reports, and consider using bid adjustments or exclusions if mobile is underperforming. That said, don’t completely ignore mobile, especially if your landing pages are responsive and your CTAs are mobile-friendly (like ‘Book a call’). Device targeting is about optimisation, not blanket exclusion.
4. Conclusion
Running Google Ads for B2B is a different challenge altogether — it’s slower-paced, more expensive, and demands greater strategic thinking. Unlike B2C campaigns that often rely on volume and quick conversions, B2B marketers need to navigate longer sales cycles, narrower audiences, and higher stakes for each click. That’s why success hinges on mastering the fundamentals: precise keyword targeting, thoughtful audience segmentation, realistic goal-setting, and a relentless focus on lead quality rather than quantity.
As covered in this guide, every element of your B2B PPC campaign — from selecting campaign types to configuring device bids and day-parting — requires deliberate planning. There’s no generic formula. Your campaigns must reflect how your buyers search, when they’re active, and what actually motivates them to take action.
Just as importantly, Google Ads shouldn’t sit in a silo. It performs best when integrated with your CRM, aligned with your landing pages, and supported by a clear sales process. Start small, track everything, and test intelligently.
If you’re at the beginning of your B2B PPC journey, the key is to scale steadily, learn quickly, and optimise for insight — not just volume. Every click is an investment, and with the right approach, each one could lead to a highly qualified sales opportunity.