Pay Per Click remains one of the fastest and most targeted ways to generate website conversions. Whether it’s Adwords or Bing, PPC enables a business to test new markets and scale in a way that few channels can.

The Benefits of ppc

A powerful PPC marketing strategy is essential for your B2B company as it can bring a range of benefits to your organisation.


Although you will always have your core market, good use of broad match keywords and also adjusting your campaigns to match trending topics can be a great way for B2B organisations to discover new markets for their products.

Market Access

B2B organisations are usually aware of the importance of an SEO strategy for long-term growth. However, the benefit of PPC marketing is that for a fraction of the cost and time, you can put yourselves firmly in front of your ideal target market.

Increased revenue

PPC campaigns should always be designed with the end goal in mind of generating revenue and increasing enquiries for your B2B company. A strong PPC campaign will consistently gather quality leads for your business which your staff can nurture into conversions and sales.

Improved visibility

The value of being first on a search engine ranking cannot be underestimated. It’s an extremely valuable USP, especially for B2B companies. It puts you to the forefront of your consumer’s minds. In competitive markets, this can be absolutely game-changing.


The single most important element of any PPC campaign is being clear on the Cost Per Acquisition you are willing to spend. This should represent the figure at which the transaction should cease to be profitable. So, for example, if the lifetime profit value of a B2B customer is £20,000 and your conversion rate for leads is 5%, then you shouldn’t be willing to spend any more than £1,000 to generate that lead (initially a lot less). This model enables businesses to scale rapidly whilst retaining control of financials. relationships could be among the most transformative initiatives your brand ever engages in.


Although it might sound obvious, the best PPC campaigns start with a list of focused, relevant keywords that match regularly with search enquiries. For B2B organisations, these might be a little more technical than B2C counterparts as the person researching might be more informed. However, it’s still important to cover all bases and to remember that people might be at both ends of the purchasing funnel. Picking out judicious keywords, phrases and broader comments that highlight what your B2B business offers and what sectors you work in is vital.

advert format

One common misconception B2B companies have is that their advertising needs to be ‘corporate’. If you use the word ‘boring’ instead, would you be as keen? Sadly, this same attitude tends to pervade within PPC campaigns for B2B Companies. Although there is a need to be professional, the most eye-catching adverts are often those that shy away from the traditional search or display campaigns. PPC marketing also can include video, shopping and app-network campaigns and all of these can be effective for B2B companies.

Body Copy

Jargon? Complex schematics? Technical details? Whilst these all might be great for a whitepaper or a product landing page, they are the death of many B2B pay per click campaigns. Users will have varying levels of awareness about your products or services, so the important thing is to hook them in from the start, assert your field expertise and finally convince them to click on your advert.

landing pages

Getting a click on your advert is great. It shows you’ve picked out the right keywords and piqued someone’s interest enough for them to take action. But it’s all for nothing if you aren’t getting tangible data, enquiries or conversions! High clickthrough rates and clicks should mean consistent levels of enquiries but it usually doesn’t work that. In these cases, it’s the landing page which is lacking.


B2B organisations are often always about continuous improvement. This is the same approach you should apply to your PPC campaigns. They are data-rich and reveal a lot about your customer’s interests in your products and services. Frequently reviewing click-through rates, click ratios, cost per engagement and ROI is essential to maximise the performance of your campaign. Above all, PPC marketing can serve as a benchmark for your B2B organisation in terms of how well you are doing and what you need to do to reach the next level.


Frequently Asked Questions about our PPC Services

PPC advertising is an online advertising model where advertisers pay a fee each time their ad is clicked by a user. It’s a way to buy visits to your website rather than organically earning those visits. PPC ads can appear on search engines, social media platforms, and various websites, and they are a key component of online marketing campaigns.

Unlike traditional advertising where you pay for ad placement regardless of its effectiveness, PPC advertising charges you only when a user clicks on your ad and visits your website. This makes it a performance-based advertising model, as you pay for actual engagement rather than just exposure.

PPC ads can appear in different places depending on the platform you’re using:

  • Search Engines: PPC ads often appear at the top or bottom of search engine results pages. For example, Google Ads displays ads above the organic search results.
  • Social Media: Social media platforms like Facebook, Instagram, and Twitter display ads in users’ feeds, on the sidebar, or as sponsored content.
  • Websites: Display network ads appear on various websites within ad spaces designated for such advertising.

Keyword selection is crucial for PPC success. Start by researching relevant keywords that your target audience might use when searching for products or services like yours. Utilise keyword research tools to identify high-volume, low-competition keywords. Also, consider long-tail keywords that can capture more specific user intent. Test different keywords and refine your selection based on performance data.

Quality Score is a metric used by platforms like Google Ads to measure the quality and relevance of your ads, keywords, and landing pages. It influences your ad’s position on the search results page and the cost-per-click you pay. A higher Quality Score often leads to better ad placements at lower costs. To improve your Quality Score, focus on creating relevant, well-structured ads and optimising landing pages for a seamless user experience.

our clients

The fundamentals of great Marketing

No matter what sector you’re in, we believe that the fundamentals of great marketing never change


It’s no coincidence that the best B2B marketers are endlessly curious individuals who understand the value of research. I’s where every great strategy begins.

Social Media

From your website user experience to the user imagery within your social media, brand is every moment of every interaction with your business. Defining who you are.


Get your content right, and the channels will all but take care of themselves. It is not enough for content to be superficially on-brand, but rather it must drive the brand’s vision, no matter how ambitious.


There is no better way of capturing incredible B2B or professional service content whilst simultaneously raising awareness and growing credibility, than by engaging with the top 1% of your target market; the influencers.


From SEO to email marketing and webinars to social media, your content needs to be distributed across all the relevant channels as you develop brand into a serious digital asset. Meanwhile, a paid lead generation strategy that limits cost per acquisition (CPA) may also be required, depending on short term targets.

Content Marketing

In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity.

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Our team care about two things – doing brilliant work and making an impact. That’s why we’re directing every free moment to helping the

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