Google Ads Campaigns for B2B Companies - What to Think About?

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Google Ads ads can be targeted to both the B2C and B2B sectors.
More and more companies are trying to acquire business customers using Google Ads. However, reaching the business user is not that easy.
To do this, you need to set up your ads appropriately to increase your chances of reaching a B2B customer.
In the article below, we suggest what you should do to increase your chances of acquiring a business client.
Contents
Google Advertising for B2B Companies - Audience Lists
Demographics in Google Ads for B2B Companies
Keywords, the basis of Google ads
Google Ads for B2B Companies - Don't Forget About Localization!
Relevant advertising content for B2B customers
Google Ads Graphics for B2B Companies
B2B Advertising Schedule
Advertising Components (Extensions) for Google Ads for B2B Businesses
Remarketing on Google for B2B companies
Google Ads for B2B Companies - Summary
Google Advertising for B2B Companies - Audience Lists
More and more companies are looking for a business client using Google Ads ads – this applies to wholesalers, distributors, manufacturers. For them, the ideal “client” will be another entrepreneur who is able to place a larger order and maintain continuity of orders.

Google Ads can reach recipients with different preferences, needs, and demographic cross-sections. Among the available recipient segments, we can distinguish groups with greater business potential. To do this, in order to reach a specific group, you should add an appropriate list of recipients that meet the assumed criteria.

Recipient lists

Selected audience lists should be set to "targeting" in the options , which guarantees reaching users that Google has assigned to a specific audience segment. This method of targeting is more narrow italy phone numbers than the "observation" option - for this reason, the number of potential views and interactions may be lower than estimated. Thanks to this, the ads will generate higher quality traffic with better reach to the target user. In addition, users can be segmented by gender, age, parental status.

If the advertiser is not sure about the selection of audience segments, they can use the "observation" targeting setting and decide based on the results whether to change the segment in the options to targeting. It is worth testing different solutions.

Targeting setting

Google is able to classify a user into a specific audience based on behavioral signals, user behavior, browsing history, and many other signals. This is not always perfect fragmentation, but basing ads on the aforementioned audience lists is an important element and foundation for further advertising activities. Thanks to this procedure, it is possible to distinguish users with business characteristics (B2B customers) from other users (B2C customers) at an early stage.

Demographics in Google Ads for B2B Companies
In order to better match the target in the B2B relationship, it is worth considering excluding the extreme age ranges, i.e. 18-24 years and +65 . The youngest defined age group may not be decisive enough, while users over 65 are most often already in retirement. Of course, the age segments listed can be included and after analyzing the results, a decision can be made to exclude them - perhaps these age segments will also turn out to be converting.

Keywords, the basis of Google ads
Setting keywords in ads targeted at the B2B sector is quite troublesome. This is due to the fact that a B2B user will most likely use similar phrases as in the case of a B2C user. Of course, there are industries where the volume of searches with the additional phrase "B2B" is sufficient for smooth advertising. Certainly in the case of selling products - it is worth adding keywords related to "manufacturer ..." , "distributor ..." , "wholesaler" they are much more often searched by other companies (B2B relationship).

Google Ads for B2B Companies - Don't Forget About Localization!
Theoretically, companies and enterprises that should receive advertising with a message about B2B cooperation are located in larger urban areas – although this is not always the case. Location settings allow for any geotargeting, e.g. you can select only the capitals of provinces or direct advertising only to selected cities, e.g. Warsaw and Krakow. You can also use the location report to find out from which regions (provinces) and cities users are most likely to establish business relationships (convert). Based on this data, you can narrow down the targeting of ads to selected locations and manage your advertising budget more effectively.