The Pay Per Click Advertising Opportunity
Most B2B Companies Are Ignoring
The B2B marketing space is still heavily reliant on outdated sales strategies like cold calling, despite the rise of cost-effective digital advertising.
While traditional sales tactics can take months to yield results, digital advertising provides a faster, more scalable way to generate leads and build brand awareness. In today’s competitive market, focusing on a solid pay-per-click (PPC) advertising strategy allows B2B companies to connect with in-market buyers who are already searching for your solutions.
By prioritizing PPC advertising, you can build a steady lead pipeline and position your sales team for success, only engaging prospects when they're ready to buy.
Breakout Growth In B2B Digital Ad Spend
Digital advertising spend in B2B has more than tripled in the past 5 years. Digital advertising spend in B2B is also growing at more than double the rate (11.6%) than traditional advertising spend is (5%).
The landscape for generating leads in B2B has changed dramatically and in a short time frame. This was a trend that was well under way before the pandemic and pandemic digitization only accelerated the process.
B2B companies that fail to embrace PPC are missing out on significant opportunities to grow revenue and expand their reach.
How B2B Buyers Shop Has Changed
There's 7.5 billion people in the world and that number is growing towards 10 billion quickly. The number of vendors a business engages with has also increased. All that's led to more and more massive scale of sales reps trying to connect with buyers.
B2B buyers are increasingly fatigued with the constant barrage of cold calls and cold emails that assault them and increasingly prefer to do their own research before adding themselves to yet another salesperson's hit list.
In fact according to a 2023 survey by Cognism, only 27% of sales teams reporting calling at the best way to book meetings and only 17% of B2B marketers reported cold calling as their primary customer acquisition channel.
People still want to talk to sales, and experience better buying outcomes when a rep is involved, but they want to talk when they are ready and when they have done their own research. Enter PPC.
Prospect and Nurture Leads with B2B PPC
Don’t let your competitors dominate key digital platforms. PPC advertising allows you to:
- Connect with buyers actively searching for your services.
- Stay top of mind with low-cost display ads and brand touchpoints.
- Distribute content like blogs and whitepapers to educate and engage buyers.
- Share rich media that highlights your brand values and culture.
- Capture leads through gated content for ongoing email marketing campaigns.
B2B PPC Readiness Checklist
Running PPC campaigns for your B2B company can be a very profitable endeavour but it's not without its challenges.
We've helped generate thousands of leads and add millions in revenue through pay per click advertising efforts and learned many lessons along the way.
Before you start an B2B PPC advertising effort we recommend you have these items in place:
- An established brand.
- A quality website that generates occasional leads.
- Active social media profiles with quality graphics.
- Positive reviews on platforms like Google or Facebook.
- A minimum budget of $5,000/month for ads.
- Commitment to at least 3 months of sustained advertising (12 months recommended for seasonality insights).
Not all these elements are mandatory, but businesses with these foundations see the best results.
How We Can Help
Configure Ad Accounts
We can help you configure your ad accounts for success by installing conversion tracking, remarketing pixels, and deploying optimal settings to help you maximize PPC performance.
Create Effective Marketing Campaigns
We'll help you refine your targeting and messaging in order to create effective B2B PPC campaigns that reach your target audience. We write all the copy and assist with basic creative.
Optimize PPC Performance
Launching campaigns is just the beginning. Tortoise and Hare uses our deep experience running PPC campaigns for B2B companys to refine your campaigns and generate profitable growth.
Platforms We Support
Why Choose Tortoise and Hare?
We’ve helped numerous B2B companies achieve durable growth through PPC campaigns. Our team is experienced in crafting campaigns that generate leads while maximizing ROI. We've developed assets like negative keyword lists that can save you thousands in wasted spend and time spent experimenting right out the gate. Fast track your pay per click advertising efforts with Tortoise and Hare.
Ad Spend Managed
New Revenues Generated
Leads Generated
Why Do We Succeed In B2B PPC
When Other Agencies Have Failed?
Some of the reasons we succeed where other agencies have failed with your B2B PPC efforts:
- We only work with clients that we think we can help. Choosing our clients carefully is a big part of our success.
- We focus on the B2B sector exclusively, where other agencies are splitting their time and focus.
- We specialize primarily in search engines, instead of splitting our focus into a million different areas, we keep a focus on what's most important, quality search engine traffic.
- We are technically savvy and are using our technical skills to take full advantage of what advertising platforms offer. Many agencies fall short here.
- As a small team, we're all experts, therefore you get experts working on your account, not interns.
Listen To Our PPC Advertising Podcast Episode
Listen to Hunter Nelson, founder and president of Tortoise and Hare Software, discuss PPC advertising with Taher Hamid in the podcast episode below.
Watch Our Mastering Google Ads For B2B Companies Presentation
Listen to Tortoise and Hare Software founder and President Hunter Nelson talk about running paid search campaigns on Google to add leads to your B2B marketing pipeline.
What Some Of Our Clients Have To Say About Working With Us On Their PPC Campaigns
Frequently Asked Questions About B2B PPC
This answer varies on factors like locations targeted, verticals targeted, growth goals, and more. Generally we recommend a minimum of $5,000/month put towards pay per click advertising.
We have a flat fee + percentage of ad spend model. Our minimum retainer is $1,500/month.
We frequently get customers that generate a lead in their first month of advertising but it can take 3-6 months to get campaigns dialed in and performing profitably.
Google, LinkedIn, and Facebook at a minimum.
Generally it takes about a month for us to get initial campaigns and configurations completed.
Pay per click advertising use machine learning to set their bids in dynamic auctions. They are dependent on you feeding them back data on what clicks turned into "conversions". We help you set up conversion tracking for activities like:
- Form submits
- Phone calls
- Newsletter subscriptions
- Other valuable actions on your website
Apply Now For A Free B2B Pay Per Click Advertising Consultation
We offer free 1-hour digital advertising consultations via a Microsoft Teams video conference to discuss your pain points and determine if Tortoise and Hare Software is the right fit for you.
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