B2B

How to Track Form Submissions in Google Tag Manager?

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Vikash Koushik

Head of Content & Community @ AdConversion

I’ve spent a lot of time wrestling with tracking form submissions in Google Tag Manager (GTM), and I know how frustrating it can be when things just don’t work as expected.

Forms behave in all sorts of unpredictable ways. Some refresh the page, some stay put, and others redirect users to a "Thank You" page.

And because there’s no universal rule for how developers build forms, you and I need different tracking approaches depending on the situation.

And since chances are you’re using form submission to also track how your Google ad campaigns are converting, it becomes super critical for us to get this right.

That’s why in this guide, I’ll break down the most effective ways to track form submissions, step by step, so you don’t have to figure it all out the hard way like I did.

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Understanding the Tag and Trigger Relationship in GTM

Before we dive into the methods, let’s quickly cover the basics. GTM relies on two key components:

Tags: These send data to platforms like Google Analytics 4 (GA4).
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Triggers: These tell GTM when to fire a tag.

To track form submissions properly, you need:

A GA4 event tag that sends a form submission event to GA4.
A trigger that detects when a form is successfully submitted.

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Step-by-Step: Creating a GA4 Event Tag

Go to Tags in GTM and click New.

Create Tag - Track Form Submissions in Google Tag Manager

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In Tag Configuration, select Google Analytics: GA4 Event.

Event Tag - Track Form Submissions in Google Tag Manager

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In the Measurement ID field, insert your GA4 tracking ID (or use a Constant Variable if you’ve set one up).
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In the Event Name field, enter "generate_lead" (this is a recommended GA4 event, but you can change it if needed).
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Tracking ID - Track Form Submissions in Google Tag Manager

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Leave the Triggering section empty for now. We’ll configure that next.
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Click Save.

At this point, the tag exists but doesn’t do anything because there’s no trigger.
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Now, let’s set that up based on how your form behaves.

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Method 1: Track Form Submission Using GTM’s Built-in Form Submission Trigger

In an ideal world, GTM’s built-in Form Submission trigger would work for every form.

But in my experience, it rarely does. This trigger only works if the form fires a native submit event, which many modern forms (especially AJAX-based ones) don’t.

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Step-by-Step: Configuring the Form Submission Trigger

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In GTM, go to Variables > Configure and enable all Form Variables (Form ID, Form Classes, Form Target, Form Text, etc.).

Variables - Track Form Submissions in Google Tag Manager

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Navigate to Triggers and create a new trigger:
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- Choose Form Submission as the trigger type.

Form Submission Trigger - Track Form Submissions in Google Tag Manager

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Check Wait for Tags and set a delay (e.g., 2000 milliseconds) to ensure tracking before the page redirects.
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Enable Check Validation to ensure only valid submissions are tracked.
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Under "Enable this trigger on…", set Page Path contains / so it works across the site.

Trigger Form Submission - rack Form Submissions in Google Tag Manager

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Click Save.

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Assigning the Trigger to the GA4 Event Tag

Open the GA4 event tag.
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In the Triggering section, select the Form Submission trigger you just created.
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Click Save.
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Enable Preview Mode in GTM and test it by submitting a form.
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Check the GTM Debug Panel to see if a Form Submit event appears.
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- If it appears, great! The trigger works.
  ‍
- If it doesn’t, your form likely prevents the submit event. Move on to the next method.

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Method 2: Track Form Submissions via a "Thank You" Page

If your form redirects users to a confirmation page after submission, this is the easiest and most reliable tracking method.

The one mistake I see folks repeat often is they link to this thank you or add it in your sitemap.

The way this method works is it sends an event every time this page is loaded.

So you want to double check to ensure that people don’t land on this page through other sources.

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Step-by-Step: Setting Up a Thank You Page Trigger

In GTM, go to Triggers and create a new trigger.
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Choose Page View as the trigger type.

Page View - Track Form Submissions in Google Tag Manager

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Select Some Page Views and define the condition:
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- If the URL is static (e.g., https://www.example.com/thank-you), set Page Path equals /thank-you.
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- If the URL is dynamic, use Page URL contains thank-you (just make sure it’s unique).
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Page View Conditions - Track Form Submissions in Google Tag Manager

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Name the trigger something clear (e.g., "Pageview – Form Submission").
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Click Save.

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Assigning the Trigger to the GA4 Event Tag

Open the GA4 event tag.
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In the Triggering section, select the Thank You Page trigger.
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Click Save.
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Enable Preview Mode and test by submitting the form.
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Verify in GA4 Debug View that the event fires only when users reach the confirmation page.

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This method is foolproof as long as users can’t access the "Thank You" page without actually submitting the form.

Enhancing Tracking with Custom Parameters

If you have multiple forms on your website, tracking just a generic "form submission" event isn’t enough.

You need to capture more details that help differentiate between each form submission, such as:
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Form ID: A unique identifier assigned to each form, which can be extracted using GTM’s built-in variables.
Form Name: Some forms may not have an explicit ID, but they may have a specific name attribute that can be tracked.
Page URL: If each form is located on a unique page (e.g., /contact-us vs. /signup), capturing the URL will help differentiate where the submission occurred.
Form Type: If you have multiple lead capture forms (e.g., demo request, newsletter signup, contact form), you can categorize submissions based on the form's purpose.

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Step-by-Step: Adding Custom Parameters to the GA4 Event Tag

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Enable Form Variables: Go to Variables > Configure, and enable all Form Variables (Form ID, Form Classes, Form Target, Form Text, etc.).
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Modify Your GA4 Event Tag:
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- Open your GA4 event tag in GTM.
  ‍
- In the Event Parameters section, click Add Row.
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- Define custom parameters for form tracking:
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  - Parameter Name: form_id → Value: {{Form ID}}
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  - Parameter Name: form_name → Value: {{Form Name}}
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  - Parameter Name: page_path → Value: {{Page Path}}
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Save and Test:
- Enable Preview Mode in GTM.
  ‍
- Submit different forms on your site and check if the correct form details appear in the GTM Debug Panel.
  ‍
- If the values are being captured correctly, publish the changes.
  ‍

GA4 event parameters - Track Form Submissions in Google Tag Manager

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If you want to use this data in GA4 reports, you’ll need to register it as a Custom Dimension:

In GA4, go to Admin > Custom Definitions.

GA4 Custom Definitions - Track Form Submissions in Google Tag Manager

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Click Create Custom Dimension.
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Define each parameter:
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1. Name: Form ID → Event Parameter: form_id → Scope: Event
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2. Name: Form Name → Event Parameter: form_name → Scope: Event
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3. Name: Page Path → Event Parameter: page_path → Scope: Event
  ‍

Define Parameter - Track Form Submissions in Google Tag Manager

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Click Save.

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By implementing this setup, you ensure that every form submission is attributed to the right form, providing clearer insights into form performance, lead quality, and conversion attribution.

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PRO TIP 💡

Form submission is just one step in the buyer’s journey.

To truly track and optimize for conversions, map the entire journey. Start from initial engagement to the final revenue event, and track each step.

By tracking and feeding all these data points back into ad networks, you help the algorithm prioritize high-intent users.

Here’s an example of how the buyer journey might look like:

Sales-led Company:

Product-led Company:

We covered how to set it up in detail in this free Google Ads course, which also walks you through full-funnel tracking and measurement strategies.

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Conclusion

The right tracking method depends on how your form behaves:
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Use the Form Submission trigger if GTM’s listener detects the event.
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Use the Thank You page method if the form redirects after submission.
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Use click tracking for AJAX-based forms.

Test everything thoroughly in Preview Mode to ensure you’re capturing data correctly.

I’ve been through enough form tracking struggles to know that what works on one site may completely fail on another.

Hopefully, this guide saves you a lot of time and frustration!

If you’re looking to see what the paid media marketing pros are up to, you should come and hang with them in the community.

The community is where you can ask the questions you wouldn’t post on LinkedIn and get insights that you wouldn’t find on Google.

You get access to:
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Weekly experiments with real data: No guesswork, just tested strategies from real campaigns.
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Templates & playbooks: Proven frameworks to streamline our processes and improve efficiency.
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Masterminds & expert discussions: Stay ahead of strategies, tactics, and ad platform changes instead of reacting late.
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Benchmarking against top B2B advertisers: Learn what’s working for others running high-budget campaigns.

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Come, sign up and see what the pros are talking about in the community. It takes less than a minute to sign up.

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Once you understand the basics and set up initial campaigns, start A/B testing and experimenting. You could test many things, for example, different ad formats, creatives, messaging, campaign objectives or targeting - all of which can lead to better performance. From my experience, any significant improvement in advertising efficiency starts with a (sometimes random and "long shot") test. To make the testing process smooth and successful, I recommend starting with a hypothesis, creating a testing plan, and having clear KPIs and ways of tracking those.

Kris Wojcik

Digital Marketing Exec

#1 tip for marketers getting into B2B advertising is to have fun with it. A lot of B2B brands take themselves really seriously to appeal to Enterprise buyers, but the reality is we're all human and you're marketing to humans.

Jess Bahr

Co-Founder & CEO

People buy different, not better. So when you're advertising in B2B, it's crucial to sniff out your differentiator and explain that in a way that your buyers will clearly understand it, consume it, and resonate with it. Each of your buyers is different too so it's important to have a good mix of how you explain the difference.

Tim Davidson

Sr. Director, Digital Marketing

One valuable tip I'd offer new marketers entering the realm of B2B advertising is to prioritize understanding your target audience deeply. B2B advertising differs significantly from B2C advertising in that you're not just targeting individual consumers but engaging with businesses, often involving nuanced decision-making units.

To effectively connect with your B2B audience, invest time researching and profiling your ideal customer profile (ICP). This means identifying their industry, company size, and job roles and delving into their pain points, challenges, and aspirations – try to get in the minds of your ICP from entry-level to executive.

By going that extra mile in understanding your audience, you can craft messaging and content that resonates with them—addressing their specific needs, providing solutions, and positioning your products or services as the standout choice.

Tyler Ray

Global Demand Generation + Growth

Before you create any adverts, you need to figure out what your message is going to be. Don't rush into it until you know 'what problems you solve, how you solve them, and why your customer should solve them.' One sentence on each of those creates your elevator pitch, which should be present in some way, in all of your ads. It also represents the business case for your product. If you can't explain your story easily, how on earth do you expect your audience to remember it?

Joseph Hill

Director of Digital Strategy

You know that crazy Marketing 'funnel' everyone talks about? Always start from the bottom up. Meaning, the first place to start is to know who your customers are and how they equate to revenue. Then work yourself up the funnel to drive the most impact.

Bryttney Blanken

Demand Generation Consultant

Adopt the 'kill your darlings' mantra. You have to be ready to cut what you love if it isn't delivering results—be it an ad, keyword, or campaign. What was once a good performer might not stay that way, so never 'set and forget.' Always monitor and optimise.

Three macroeconomic principles should guide you:

1- Budget is limited.
2- Benchmark against your own metrics, not industry fluff.
3- Make trade-offs based on what performs better.

Kill the darlings that don't contribute to the revenue to make room for what does.

Canberk Beker

Group Global Head of Paid Media

Focus on the audience/ICP first, not being the best/all-in-one product. When you address the pain and call the audience out, it resonates far more than simply stating 'We're #1/the best in ... category'. No one gives a shit about fancy review badges, Gartner, or other reports (maybe just a tiny bit) & enterprise studies/research. Everyone wants to know how your product will solve their pain or problem.

The best way (for me at least) to find out the actual problem of a customer is to go to G2 and your biggest/well-known competitor and read/scrape all the 'What problems is PandaDoc solving and how is that benefiting you?' answers. You'll find out that most answers are about one/two specific cases, and so then it's your job to address it right via website/ad copy messaging.

Alex Panchuk

Performance Marketing

Shift your mindset. You'll generate leads, but it's not just about lead generation. When they convert, focus on quality and intent. To do that, you need to understand the customer and how to reach them with the right and interesting message in the right places, consistently. Make it easy for them to remember you, find you, and buy from you when they are ready. For practical advice, Go through the LinkedIn ebook 'How B2B Brands Grow", study demand generation, join communities, and ask questions there.

Roman Krs

Performance Marketer

Before you blame the channel, do the research to see if there are some other reasons why leads aren't converting to opportunities.

For example:

WEBSITE

Does the ad align with the landing page?
Is it easy to understand how it works, who it's for, how much it costs, and the outcome it drives?
Do you have relevant social proof?

CONVERSION

Is the form simple and short?
Does it offer an easy way to schedule a meeting?
Are there clear CTAs across the website?
Do you address common objections on the demo page?

LEAD HAND-OFF

How long does it take to set up a meeting with a buyer after the form is filled take?
Did we align the follow-up with the intent level?
Do we offer a demo at the first meeting?
Do we identify the core problems of the buyer and how our solution can help solve those issues?

SALES CYCLE

Did we create a close plan?
Have we gotten all key decision-makers involved?
Do we add value along the sales process?
Do we always set up the next meeting with a clear agenda?
Have we properly differentiated ourselves against competitors and keeping with the status quo?

80% of the above don't directly involve the "channel"

Jonathan Bland

Co-Founder

For someone starting with B2B advertising, I highly recommend following the right B2B content creators on LinkedIn, as well as other paid media ones - then block some time to go through their posts/videos to learn new strategies/tips, or merely understand their point-of-view. Then, find ways of testing those strategies/quick wins with your own clients to get your own insights and takeaways - plus, it's a great way of implementing what you learn

Gonçalo Prates

Performance Marketing Manager

Make sure that you nail your fundamentals before you launch your campaign. Know where your ICP spends time online and what they are searching for.

If you don't, you won't be able to nail down your targeting for paid social and you won't go after the right keywords on paid search.

Start with the understanding of your buyer (the qualitative and quantitative) insights, and then go and build your strategy based off of that. There are a lot of great resources on how to technically set up your campaign - just keep it as simple as you can to begin with.

The final part of the fundamentals is to make sure you have tracking in place in your CRM. You need to be able to know what leads came in from your paid ads, and be able to track them throughout the sales process. Otherwise you'll never be able to answer the question at the executive level, "How are our ads performing?

Blake Strozyk

Founder

Seasonality in B2B is real & should be taken into account when optimizing & experimenting with paid ads.

Here is what I mean: We have grown very rapidly over the last 1.5 years and therefore don't have reliable base data from last summer, so only this year we started to feel the summer slow down properly. Many experiments that we ran have to be pre & post (sometimes it's technically not possible to run A/B), so if you launch an experiment in June & compare results with May the results will be heavily impacted by external factors (summer period slowdown).

It's not something new, but something we faced a lot this summer. So don't disregard the importance of taking seasonality into account.

Borys Khodan

Head of Paid Media

1. When building advertising campaigns, be hyper focused on audience and targeting. Your best advertising campaign won't be successful unless you target the right people at the right time.

2. The biggest gold mine for ad copy is customer calls. If you have a tool like Gong, you should be listening to calls every day to find insights on what your customers care about.

Liam Barnes

Sr. Manager, Growth Marketing (Emerging Tech)

The B2B Buyer's journey is complex, make sure you are filling all the content gaps on your paid ad strategy.

Miguel Sánchez

Demand Generation Manager

Offers are the most underused and underappreciated lever in B2B ad performance, and it’s not even close.

People associate Offers with e-commerce style, “buy one get one free” marketing messages. But the category is so much broader than that - it’s offering different things to your audience to see what they respond best to.

In short: Everything you promote with an ad is an Offer, whether you think of it that or not. Some example Offers that B2B companies can use:

a.) Click this ad and schedule a sales call
b.) Click this ad and get access to a demo
c.) Click this ad and get an eBook
d.) Click this ad and get an incentive.

You should start with an Offer when building campaigns, don't make it an afterthought.

Kevin Lord Barry

Co-Founder

Advertising can be daunting as a new B2B marketer, when you don't have a full grasp on how the ad platforms work or you haven't spent as much money on them, you might feel like you are not ready to run ads.

But here's the thing, you will never be 100% ready till you actually take action, and as scary as this might feel, there's a great thing about this too, you are also more prepared than you actually think.

That first campaign won't be perfect, you will make mistakes, and you will lose some $$$ in the process (sad reality about advertising 😅), but as long as you see this as a learning experience, you will accelerate your knowledge about the platforms and become strong in them in no time.

Diego Oquendo

Head of Marketing

Never skip out on creative. With all the targeting features that we have access to as B2B marketers, creating content specific to the persona you're going after is important. Whether it's copy or the images you use, I recommend investing time into making sure they resonate with your ICP.

Ali Yildirim

Co-Founder & CEO

Ultimately it boils down to establishing trust. Your objective is to educate prospects from various angles and persuade them to take the desired action. Providing value upfront through various means is the most sustainable approach to accomplish this.

Rory Conroy

Growth & Performance Marketing Manager

Put a real effort into the ad creation on social channels. Create a list with the prospects’ pain points, their headaches, and how your product could solve any of these pain points, then transform it into ad copy that talks directly to your prospect in a humane language, it’s B2B but we’re talking to people, this will make ads that will stand out on the crowd. We can have the best audience and an infinite budget, but if we don’t master the message (and have a compelling design), chances are that our ads will not be noticed.

Jessica Amaral

Demand Generation Manager

Vikash Koushik

Head of Content & Community @ AdConversion

Want to level up your B2B advertising skill set?

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Want to level up your B2B advertising skill set?

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START LEARNING

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B2B Advertising in 2024: The Definitive Guide

Silvio Perez

Read Article

Today I’m going to give you a crash course in B2B advertising.

‍

In this comprehensive guide I’ll cover:

What is B2B advertising?
7 ways B2B differs from B2C
20 B2B Terms and Metrics you need to know
Top 3 B2B Revenue Models
B2B ad examples by revenue model
How to create a B2B advertising strategy
The Five Stages Model
The Best B2B Ad Channels
Advice from 20 B2B Advertising Experts

So if you need to get up-to-speed on B2B as quickly as possible, you’ll love this guide.

‍

Let’s get started 🔥

What Is Business-to-Business Advertising?

B2B advertising is the process of any paid marketing efforts directed toward influencing multiple individuals within a company for a purchase decision (known as a buying committee) vs a single consumer.

7 Differences between B2B and B2C Advertising:

Longer sales cycles (3 - 36 months)
‍
Larger average deal sizes (< $1,000 - $250,000+)
‍
More stakeholders involved in the purchase decision (ex: c-suite, finance)
‍
Focus on impacting the entire buyer's journey not just the first conversion (unlike B2C).
‍
Smaller audiences (< 300,000) with a focus on reaching the right person and company vs B2C with broad audiences ( > 300,000) as more people can purchase your product.
‍
B2B requires strategic alignment between marketing and sales as you’re joining forces (inbound and outbound) to win accounts.
‍
B2B supports multiple revenue models, the big three being; product-led, sales-led, and hybrid. Whereas e-commerce is solely product-led.

‍

Check out more examples in the article: B2B vs B2C Advertising: 8 Differences & Examples You Need To Know.

20 B2B Terms and Metrics you Need to Know

‍

One of the first things you realize when you get into B2B is how much jargon there is! MQL, SQL, ACV, ARR, and the list goes on!

‍

In order to make sure you understand the language, here’s 20 B2B terms and metrics you need to know:

‍

Terms & Metrics	Definition
Lifecycle stages	The steps in which a person goes from expressing interest to becoming a customer. Example: Lead → MQL → SQL → Opp → Won
Lead scoring	The process of automatically scoring leads.
Lead	Someone that has expressed interest by giving their contact information (ex: email address) in exchange for the offer you provided.
Marketing Qualified Lead (MQL)	A lead that has been marked qualified by achieving a certain amount of points based on the company's lead scoring model.
Sales Qualified Lead (SQL)	A lead that has been qualified by sales directly.
Opportunity (Opp)	An open deal that has the possibility of becoming a customer.
Sales Qualified Opportunity (SQO)	An open deal that has been vetted by sales directly and meets qualification criteria.
Pipeline	The total amount of potential revenue from open opportunities.
Closed Won	A deal that has been converted successfully into an existing customer.
Annual Contract Value (ACV)	The total revenue amount a contact is worth over a 12-month period.
Monthly Recurring Revenue (MRR)	The total amount of revenue that is generated on a monthly recurring basis.
Average Revenue Per User (ARPU)	The average amount of revenue generated over the lifespan of a user.
Account Based Marketing (ABM)	A strategy focused on driving awareness and conversion from a specific list of companies.
Pipe-to-Spend	The total amount of pipeline generated for every dollar spent.
Customer Acquisition Cost (CAC)	The total cost to acquire a customer.
Business Development Representative (BDR)	A sales rep responsible for outbound.
Sales Development Representative (SDR)	A sales rep responsible for inbound.
Net New	The acquisition of brand new customers.
Expansion	Driving more revenue from existing customers.
Ideal Customer Profile (ICP)	The perfect person your product can benefit.

‍

Unfortunately there are many more terms you’ll need throughout your B2B career 😂 and every company creates their own (it’s a constant struggle) but these 20 will give you a solid foundation. For a great list of b2b terms check out our B2B Advertising Glossary.

Top 3 B2B Revenue Models

If you’re working in B2B there are three common revenue models you’ll likely work with.
‍

If your job is to promote this organization, understanding the revenue model is key as it will change everything from how you approach your strategy, the offers you choose, channels, and more.

‍

Revenue Model	Definition	Example Offers	Example Companies
Sales-Led	A sales-led B2B organization leverages people to educate and nurture prospects throughout the buyer's journey.	This looks like a prospect requesting a demo to speak with a sales rep to learn more.	Syndio
Product-Led	A product-led B2B organization allows prospects to try their product self-serve in order to learn more.	This looks like a prospect signing up for a free trial and trying the product themselves.	Mixpanel
Hybrid	A hybrid B2B organization leverages both a sales-led and product-led approach to educate prospects.	This looks like having both a free trial option and talk to sales available for prospects depending on what their preference is.	Logikcull

‍

Syndio’s platform landing page example highlighting the "schedule a demo" call to action button as a sales led company example — Sales Led - Syndio

B2B Ad Examples by Revenue Model:

Sales Led

Product Led

‍

‍How to build a full-funnel B2B Advertising Strategy ‍

‍

Now that you know how B2B differs from B2C.

‍

How do you build a full-funnel B2B advertising strategy?

‍

Full-funnel refers to building a strategy that covers all touch points along the customer journey.

‍

This means advertising to individuals who are (e.g. Eugene's Schwartz Stages of Awareness):

‍

Unaware = have no clue they even have a problem in the first place (ex: blissfully mismanaging customer relationships)

Problem Aware = know they have a problem but are not sure how to solve it (ex: realize managing customer relationships is important but don't know how).

Solution Aware = need help deciding on the right solution (ex: should I use Google Sheets, a filing cabinet 😂 or a CRM?).

Product Aware = know of your brand/product but not sure if you're the best option (ex: comparing CRM software; Salesforce vs HubSpot vs Pipedrive).

Offer Aware = know of your brand and exactly how you can help but need some nudging (ex: pricing discounts, better contract terms, customer references).

Most Aware = Existing customers, familiar with your brand and working with you (ex: referral program).

‍

Understanding your prospects' stage of awareness allows you to create messaging, and offers that better resonate with where they are in the customer journey.

‍

It helps to have a model (think of it like a map) to make complicated topics simple.

‍

We’re going to use The Five Stages model covered in our course Building a Paid Media Program.

‍

‍

Here’s how it works:
‍

Based on the stage; the outcome, awareness level, offers, tactics, and KPIs differ.

Outcome = the end goal you're trying to achieve in each stage.

Awareness = the familiarity level of your brand/product/solution.

Offers = what you're providing your target audience in each stage.

Tactics = how you're going to actually execute your strategy per stage.

KPIs = how you're going to measure success in each stage.

‍

Let's dive into examples for each stage so you really understand!

The Five Stages Model

Stage 1: Create

Outcome	Build brand affinity & trust (raving fans)
Awareness	Unaware, problem aware
Offers	Educational content & thought leadership
Tactics	Boosting content with sponsored paid social ads
KPIs	Cost per consumption, blended cost per opportunity

‍

Stage 2: Capture

Outcome	Convert interest from in-market buyers
Awareness	Solution aware, product aware
Offers	Demo requests, free trials
Tactics	Bidding on high intent keywords, paid listings, retargeting
KPIs	Pipe-to-spend, direct cost per opportunity, ROI

‍

Stage 3: Accelerate (Sales Led) / Activate (Product Led)

Outcome	Help sales close deals faster / get free users to convert
Awareness	Offer aware
Offers	Testimonials, case studies, events, webinars
Tactics	Sponsored paid social ads
KPIs	Pipeline velocity, paid signups

‍

Stage 4: Revive

Outcome	Restart closed lost opportunities
Awareness	Offer aware
Offers	Incentivized demo requests, guided trials
Tactics	LinkedIn conversation ads
KPIs	SQOs created, blended cpSQO

‍

Stage 5: Expand

Outcome	Drive revenue from existing customers
Awareness	Most aware
Offers	Referral program, Certification program
Tactics	Sponsored newsletters/partnerships
KPIs	Influenced SQOs created, Expansion revenue

‍

The Five Stages model allows you to plan across all the lifecycle stages past initial conversion.

‍

Ultimately no one knows for certain where someone is in their buyer's journey and everyone moves through it at different speeds. Use your best judgment.

‍

If you're confused on which stage someone would be, remember the target audience's level of awareness dictates the stage they fall under.

‍

Which stage should you invest in?

‍

Generally speaking if you want to maximize ROI in the short-term you should work from the bottom of the Five Stages and move towards the top (Expand → Create).

‍

Stage	Budget Required due to Audience Size	Estimated ROI Timeline	Estimated Difficulty
Create	High	> 90 days	High - requires strong content strategy and unique POV
Capture	Moderate	< 45 days	High - usually stiff competition & expensive costs
Accelerate / Active	Low	varies based on sales cycle	Low - familiar with your product and considering it
Revive	Low	< 45 days	Low - familiar with your brand and expressed interest in the past
Expand	Low	< 60 days	Medium - existing customers, hard to scale due to small audience sizes

‍

You don't have to build a full-funnel strategy at once, take it one stage at a time.
‍

Putting The Five Stages into practice

Decide on which stage you want to focus on based on the outcome you’re after. If you have a smaller budget (ex: < $5,000/month) focus exclusively on one stage first.
‍
Once you’ve decided on the stage fill in your budget, and leading + lagging KPIs. If you’re unsure of what KPIs to select refer to Module 5- Lesson 1 of Building a Paid Media Program.
‍‍
Next decide on which channels you’ll advertise on to reach individuals in this stage and how you’ll target them and exclude the wrong audience. If you’re unsure of what channels to advertise on, refer to Choosing the BEST channels.
‍
Finally decide on what offers you’re going to promote in these channels for this stage (the offers listed above are only examples to give you ideas).
‍
If you’re targeting multiple stages repeat steps 1-4 for each.

‍

Click here to become an AdConversion student and get free access to The Five Stages planning template in Module 2 - Lesson 1 where we cover how to build your paid media strategy in depth.

‍

gif of Silvio Perez showcasing how to use AdConversion's Paid Media Strategy template — Image: Module 2 - Lesson 1; Building a Paid Media Program

After you’ve filled in The Five Stages planning template you now have your strategy in place and can easily move into execution and start assembling your campaigns, creatives, and messaging.

What are the BEST B2B advertising channels?

‍

The obvious answer is where your audience hangs out online!

‍

But not all channels are equal, some are more effective at certain stages.

‍

Most channels can be grouped into these 5 primary categories ↓

‍

Channel Category	Channel	Description
Paid Social	YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit	Advertising on social networks.
Paid Search	Google, Microsoft	Advertising on search engines.
Paid Review	Capterra, SoftwareAdvice, SelectHub	Advertising on review listing sites.
Programmatic	Display, Digital Audio, ConnectedTV, Native	Advertising on the open internet.
Sponsorships	Influencers, Newsletters, Events, Podcasts	Advertising directly with individuals or organizations.

‍

How to decide on the best channel?

‍

There's four key criteria to consider when deciding on a channel:

‍

Targeting options
Media cost
Reach
Policy

‍

Let's dive into each ↓

‍

Channel Criteria	Description
Targeting options	Can you reach your ICP based on the available targeting options?
Media cost	How much does it cost per click and per 1,000 impressions? (CPC & CPM)
Reach	How large is your audience size with your available targeting options?
Policy	Does this platform allow your industry to serve ads without restriction?

‍

If the channel you’re considering meets all four of these criteria then you should consider running a test campaign for $100 to get your real average CPC & CPM.

‍

Recommended Channels by Stage

Based on my experience these channels work best for each stage:

(Use this as inspiration not restriction)

‍

Stage	Channels
Create	YouTube, LinkedIn, Facebook, Display, Twitter
Capture	Google Ads, Microsoft Ads, Capterra, SoftwareAdvice, YouTube
Accelerate / Activate	LinkedIn, Facebook, Display
Revive	LinkedIn, Facebook
Expand	LinkedIn, Facebook

‍

Let this be a guide to help you get started, take what serves you and abandon the rest.

‍

Test what works for you until proven otherwise.

Advice from 20 B2B advertising experts

One of the best parts about being in B2B is the quality of marketers in this space.

We asked 20 B2B advertising experts:

What’s 1 tip you’d share with new marketers getting into B2B advertising?

Guides

min Read

50+ Ad Specs for The Top 10 Ad Platforms

Silvio Perez

Read Article

Have you ever wondered what dimensions does that ad require? 🤔

Then started searching to find the answer? (same here lol)

‍

To save you (and ourselves) trouble, we gathered the most popular ad specs across 10 channels in one place:

Google Display Ad Specs
LinkedIn Ad Specs
Twitter (X) Ad Specs
Quora Ad Specs
Reddit Ad Specs
YouTube Ad Specs
Google Discovery / Demand Gen Ad Specs
TikTok Ad Specs
Meta Ad Specs

⭐️ Bookmark this article and refer back to it when you need ad specs.

Google Display Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Sizes	Dimension	File Types	Max Size
Square and rectangle	200 × 200 Small square 240 × 400 Vertical rectangle 250 × 250 Square 250 × 360 Triple widescreen 300 × 250 Inline rectangle 336 × 280 Large rectangle 580 × 400 Netboard	GIF, JPG, PNG	150KB
Skyscraper	120 × 600 Skyscraper 160 × 600 Wide skyscraper 300 × 600 Half-page ad 300 × 1050 Portrait	GIF, JPG, PNG	150KB
Leaderboard	468 × 60 Banner 728 × 90 Leaderboard 930 × 180 Top banner 970 × 90 Large leaderboard 970 × 250 Billboard 980 × 120 Panorama	GIF, JPG, PNG	150KB
Mobile	300 × 50 Mobile banner 320 × 50 Mobile banner 320 × 100 Large mobile banner	GIF, JPG, PNG	150KB

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LinkedIn Ad Specs

Source: business.linkedin.com

Browse examples at: linkedin.com/ad-library/home

Ad Type	Dimension	Character Count	File Types	Max Size
Single Image Ads	1200 x 1200 Square 1200 x 628 Horizontal 628 x 1200 Vertical (mobile)	Intro text = 600 Headline = 200	GIF, JPG, PNG	5 MB
Video Ads	(3 seconds to 30 minutes) 1920 x 1920 Square 1920 x 1080 Landscape 1080 x 1920 Vertical (9:16) 1536 x 1920 Vertical (4:5)	Intro text = 600 Headline = 200	MP4	200 MB
Carousel Ads	(2 - 10 cards) 1080 x 1080 Square	Intro text = 255 Card = 45	JPG, PNG	10 MB
Event Ads	4:1 (image will be pulled from the Event page)	Intro text = 600 Event = 255	—	—
Document Ads	Use any of the standard PDF layouts.	Intro text = 155 Headline = 70	PDF, DOC, DOCX, PPT, PPTX	100 MB
Conversation Ads	300 x 250 Banner	Message = 500 CTA = 25	JPG, PNG	2 MB

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‍X (Twitter) Ad Specs

‍Source: business.twitter.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	800 x 800 Square 800 x 418 Rectangle	Tweet text = 280	JPG, PNG	5 MB
Video Ads (Up to 2 minutes and 20 seconds)	1080 x 1080 Square (1:1) 1920 x 1080 Landscape (16:9)	Tweet text = 280	MP4, MOV	1 GB
Carousel Ads (2 - 6 cards, images or video)	800 x 800 Square (Image) 800 x 800 Square (Video)	Tweet text = 280	JPG, PNG MP4, MOV	3 MB (Images) 1 GB (Videos)

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You can request to have video lengths increased up to 10 minutes

Carousel can use images or videos but must be in the same aspect ratio (ex: 1:1 or 16:9)

‍

Quora Ad Specs

Source: image ads, video ads

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	800 x 800 Square 800 x 418 Rectangle	Headline: 65 Body: 105	JPG, PNG	5 MB
Video Ads	(3 - 60 seconds) 1280 x 720 Landscape (16:9)	Headline: 65 Body: 105	MP4, MOV	70 MB

‍

Reddit Ad Specs

Source: reddit.my.site.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	1080 x 1080 Square (1:1) 1080 x 1350 Portrait (4:5) 1440 x 1080 Landscape (4:3) 1920 x 1080 Landscape (16:9)	Headline: 300	JPG, PNG, GIF	3 MB
Video Ads	(Up to 15 minutes) 1080 x 1080 Square (1:1) 1080 x 1350 Vertical (4:5) 1440 x 1080 Classic (4:3) 1920 x 1080 Landscape (16:9)	Headline: 300	MP4, MOV	70 MB
Carousel Ads	(2 - 6 images) 1200 x 1200 Square (1:1) 1200 x 628 Rectangle (16:9)	Headline: 300 Caption: 50	JPG, PNG, GIF	20 MB (per image) 3 MB (per GIF)
Conversation Placement	400 x 300 Thumbnail	Headline: 250	JPG, PNG, GIF	500 KB

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* Headlines will be truncated to 100 characters on mobile/mobile web for the conversation placement.

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Youtube Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Ad Type	Dimension	Character Count	File Types	Max Size
Skippable Video Ads (no max length)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
YouTube Short Video Ads (Up to 60 seconds)	1920 x 1080 Vertical (9:16)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
Non-Skippable Video Ads (15 seconds)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
Bumper Ads (Up to 6 seconds)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A

‍

Google Discovery / Demand Gen Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads (3 - 20 images)	1200 x 628 (Landscape) 1200 x 1200 (Square) 960 x 1200 (Portrait)	Headline: 40 Description: 90	GIF, JPG, PNG	5 MB
Carousel Ads (2 - 10 cards)	1200 x 628 (Landscape) 1200 x 1200 (Square) 960 x 1200 (Portrait)	Headline: 40 Description: 90	GIF, JPG, PNG	5 MB
Logo Image	1200 x 1200 (Square)	N/A	GIF, JPG, PNG	5 MB

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TikTok Ad Specs

Source: ads.tiktok.com

Browse examples at library.tiktok.com/ads

Ad Type	Dimension	Character Count	File Types	Max Size
Video Ads (5 - 60 seconds)	1920 x 1080 Vertical (9:16) 1200 x 1200 Square (1:1) 1920 x 1080 Landscape (16:9)	100 characters	.mp4, .mov, .mpeg, .3gp, or .avi	500 MB

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‍Meta Ad Specs (Facebook/Instagram)

Source: business.facebook.com

Browse examples at: www.facebook.com/ads/library

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	1080 x 1080 Square (1:1) 1920 x 1080 Landscape (16:9)	Primary Text: 125 Headline: 27 Description: 27	JPG, PNG	300 MB
Video Ads (1 second to 241 minutes)	1080 x 1080 Square (1:1) 1080 x 1350 Mobile (4:5)	Primary Text: 125 Headline: 27 Description: 27	MP4, MOV, GIF	4 GB
Carousel Ads (2 to 10 cards)	1080 x 1080 Square (1:1)	Primary Text: 125 Headline: 32 Description: 18	JPG, PNG MP4, MOV, GIF	Image: 30 MB Video: 4 GB

‍

Resources for Mastering B2B Advertising

Hope you found this ad specs article useful!

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.

‍

Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

‍

We believe every marketer should know how to scale paid ads so they can:

• Scale their ideas

• Level up their careers

• Make a positive impact

‍

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously I timed it 😂)

‍

3 Powerful Strategies For Scaling SaaS Google Ads You Need To Know

Silvio Perez

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Google Ads is a blessing and a curse.

You're blessed with intent and cursed with scale.

It’s a powerful channel for scaling pipeline for SaaS startups but low search volume is a challenge.

In this article you’re going to learn 3 powerful strategies for scaling your SaaS google ads further.

This won’t solve your limited search volume issues that's just the nature of your target keywords and B2B SaaS but these strategies will help you squeeze more performance from your account.

Let’s dive into it 👇

‍

TABLE OF CONTENTS

Strategy #1: Broad Match Discovery
Strategy #2: Advertising outside of English
Strategy #3: Industry campaigns

‍

Strategy #1: Broad Match Discovery

Before you click away I’m not talking about using broad match in the traditional sense.

‍

Where you let Google show your ads for WHATEVER they think is relevant.

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Broad match discovery is where you combine broad match keywords AND an audience.

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It essentially means you’re giving Google the flexibility to show your ads for whatever they feel is relevant but within the confines of your targeted audience.

‍

I would not recommend testing this approach unless you have:

Strong negative keyword lists
Proven converting phrase match keywords
Significant conversion volume (> 15/month)

The benefit is you get to scale your top keywords safely past phrase match.

‍

How to implement broad match discovery:

‍

Step 1: Find proven converting phrase match keywords

‍

Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.

‍

Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

Google Ads dashboard showing keywords, average cost per click, cost, demo request conversions, cost per demo, demo conversion rate and conversion rate

Once you’ve identified some worthwhile keywords it’s time for step 2.

‍

Step 2: Brainstorm your targeted audiences

‍

Google has 5 audience types you can leverage for targeting in your search campaigns.

Your data = website visitors or contact lists
In-market = people actively researching a given topic
Life events = people who’ve accomplished a life milestone (ex: create a business, get married)
Detailed demographics = industries, company sizes, education level.
Affinity = people who are interested in a certain topic

Google Ads audience segmentation interface highlighting custom segments and demographics options

You can use a mixture of all these different types of audiences to layer on top of your broad match discovery campaigns.

‍

If you’re dealing with < 500 searches/month for your keywords I recommend clustering a minim of 10-15 audiences on top of your campaigns to help with delivery.

‍

Step 3: Setup a campaign experiment

‍

The safest way you can test broad match discovery is in a 50/50 experiment alongside your top converting phrase match campaign.

‍

You can easily AB test in Google Ads using the campaign experiments feature.

‍

Located under Campaigns > Experiments

Performance report comparing AB test campaigns in Google Ads

Using this feature build an experiment splitting the traffic by 50% for your original campaign vs the experiment version using broad match AND the targeted audiences you brainstormed in step 2.

Strategy #2: Advertising outside of English

English is the most competitive language in the world with the majority of advertisers.

‍

We’ve seen reductions of up to 70% in our average CPC targeting other languages.

‍

If your company has the resources to sell in multiple languages – take advantage of localization!

‍

Localization campaigns are when you target keywords, write ad copy, and design landing pages that all are in your audience's native language (ex: Spanish, German, Portuguese).

‍

You’ll reap the benefits of lower costs due to less competition.

‍

The downside however with localization is search volume.

‍

If you’re already advertising in English outside of North America and finding success, definitely recommend testing this strategy.

‍

How to implement localized campaigns:

‍

Step 1: Find proven converting phrase match keywords

‍

Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.

‍

Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

Google Ads dashboard showcasing cost per demo and conversion rates

‍

Step 2: Brainstorm your targeted languages

Ask your internal team what languages your sales team is able to sell in.

‍

Based on your options make a list of potential languages.

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Next, if you’re advertising outside of North America, review the top performing countries and identify their local languages and see if you have the internal resources that can speak that language.

If you can’t sell in this language then this strategy won’t make sense.

‍

Step 3: Hire a local translator

Don’t make the mistake of relying on Google Translate to perform the bulk of your translation.

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You’ll want to hire a translator that grew up in the area in which you want to advertise.

‍

For instance, if you’re advertising in Portuguese.

The dialect for Europeans living in Portugal and those living in Brazil is very different.

‍

A local Brazilian can tell if it’s not their dialect just like a native Portuguese.

‍

I recommend hiring locals off Upwork can be as low as $12/hour depending on the language.

Search results for Portuguese translators on a freelance platform called UpWork

These translations will make a world difference in your ad and landing page copy.

Strategy #3: Industry campaigns

Industry campaigns can be great for coverage and quality.

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This is where you’re going to bid on a desired keyword and add a related industry term.

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For example, let’s say bidding on the keyword “crm software” here’s how you can modify this keyword to make it industry specific:

healthcare crm software
crm software for fintech
crm software for small businesses

Comparison of generic and industry-specific CRM software keywords for scaling SaaS google ads campaigns

The benefits of industry campaigns:

Personalized ad copy that can yield greater CTRs
Higher quality leads due to a more qualified search term
Lower cost per click prices due to less competition

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The downside however is search volume (the constant struggle of Google for SaaS 😅).

‍

How to implement industry campaigns:

‍

Step 1: Find proven converting phrase match keywords

Just like the other strategies we’re going to identify proven keywords first that we can create industry variations for.

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Step 2: Brainstorm your target industries

Run a win rate analysis in your CRM and understand which industries have the shortest sales cycles and largest deal sizes? Based on your findings, prioritise the industries in which you want to target.

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Step 3: Build and prevent keyword overlap

Once you have your keywords and target industries you’re ready to build your campaigns.

‍

Make sure to add your industry terms as negative keywords in your generic non-brand campaigns.

‍

Otherwise you can have people seeing your generic ads for your industry terms.

‍

Hope you found this article helpful!

‍

Best of luck scaling your Google Ads campaigns for your SaaS.

‍

From Clicks to Conversions: Master Google Ads for B2B 🔥

If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.

Here's what you'll learn in each course:

⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners

The Googleverse: The Game You're Playing & How To Win
Measurement: How to Make Sure You're Profitable
Targeting: How to Show Up For the Right Searcher
Planning: Putting It All Together

🎯 Google Ads 102 - How to Clicks Into Profit

Visibility: How To Find the Hole Sucking Profits
Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
Experimentation: How to Test & Automate Profitability
Troubleshooting: How To Solve Inevitable Problems

🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers

Methodology: How to Vertically Scale Google Ads From A-Z
Campaigns: Scaling Horizontally Through Campaign Themes
Channels: Scaling Outside of Paid Search

‍

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

‍

B2B Advertising in 2024: The Definitive Guide

Silvio Perez

Read Article

Today I’m going to give you a crash course in B2B advertising.

‍

In this comprehensive guide I’ll cover:

What is B2B advertising?
7 ways B2B differs from B2C
20 B2B Terms and Metrics you need to know
Top 3 B2B Revenue Models
B2B ad examples by revenue model
How to create a B2B advertising strategy
The Five Stages Model
The Best B2B Ad Channels
Advice from 20 B2B Advertising Experts

So if you need to get up-to-speed on B2B as quickly as possible, you’ll love this guide.

‍

Let’s get started 🔥

What Is Business-to-Business Advertising?

7 Differences between B2B and B2C Advertising:

Longer sales cycles (3 - 36 months)
‍
Larger average deal sizes (< $1,000 - $250,000+)
‍
More stakeholders involved in the purchase decision (ex: c-suite, finance)
‍
Focus on impacting the entire buyer's journey not just the first conversion (unlike B2C).
‍
Smaller audiences (< 300,000) with a focus on reaching the right person and company vs B2C with broad audiences ( > 300,000) as more people can purchase your product.
‍
B2B requires strategic alignment between marketing and sales as you’re joining forces (inbound and outbound) to win accounts.
‍
B2B supports multiple revenue models, the big three being; product-led, sales-led, and hybrid. Whereas e-commerce is solely product-led.

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Check out more examples in the article: B2B vs B2C Advertising: 8 Differences & Examples You Need To Know.

20 B2B Terms and Metrics you Need to Know

‍

One of the first things you realize when you get into B2B is how much jargon there is! MQL, SQL, ACV, ARR, and the list goes on!

‍

In order to make sure you understand the language, here’s 20 B2B terms and metrics you need to know:

‍

Terms & Metrics	Definition
Lifecycle stages	The steps in which a person goes from expressing interest to becoming a customer. Example: Lead → MQL → SQL → Opp → Won
Lead scoring	The process of automatically scoring leads.
Lead	Someone that has expressed interest by giving their contact information (ex: email address) in exchange for the offer you provided.
Marketing Qualified Lead (MQL)	A lead that has been marked qualified by achieving a certain amount of points based on the company's lead scoring model.
Sales Qualified Lead (SQL)	A lead that has been qualified by sales directly.
Opportunity (Opp)	An open deal that has the possibility of becoming a customer.
Sales Qualified Opportunity (SQO)	An open deal that has been vetted by sales directly and meets qualification criteria.
Pipeline	The total amount of potential revenue from open opportunities.
Closed Won	A deal that has been converted successfully into an existing customer.
Annual Contract Value (ACV)	The total revenue amount a contact is worth over a 12-month period.
Monthly Recurring Revenue (MRR)	The total amount of revenue that is generated on a monthly recurring basis.
Average Revenue Per User (ARPU)	The average amount of revenue generated over the lifespan of a user.
Account Based Marketing (ABM)	A strategy focused on driving awareness and conversion from a specific list of companies.
Pipe-to-Spend	The total amount of pipeline generated for every dollar spent.
Customer Acquisition Cost (CAC)	The total cost to acquire a customer.
Business Development Representative (BDR)	A sales rep responsible for outbound.
Sales Development Representative (SDR)	A sales rep responsible for inbound.
Net New	The acquisition of brand new customers.
Expansion	Driving more revenue from existing customers.
Ideal Customer Profile (ICP)	The perfect person your product can benefit.

‍

Top 3 B2B Revenue Models

If you’re working in B2B there are three common revenue models you’ll likely work with.
‍

If your job is to promote this organization, understanding the revenue model is key as it will change everything from how you approach your strategy, the offers you choose, channels, and more.

‍

Revenue Model	Definition	Example Offers	Example Companies
Sales-Led	A sales-led B2B organization leverages people to educate and nurture prospects throughout the buyer's journey.	This looks like a prospect requesting a demo to speak with a sales rep to learn more.	Syndio
Product-Led	A product-led B2B organization allows prospects to try their product self-serve in order to learn more.	This looks like a prospect signing up for a free trial and trying the product themselves.	Mixpanel
Hybrid	A hybrid B2B organization leverages both a sales-led and product-led approach to educate prospects.	This looks like having both a free trial option and talk to sales available for prospects depending on what their preference is.	Logikcull

‍

B2B Ad Examples by Revenue Model:

Sales Led

Product Led

‍

‍How to build a full-funnel B2B Advertising Strategy ‍

‍

Now that you know how B2B differs from B2C.

‍

How do you build a full-funnel B2B advertising strategy?

‍

Full-funnel refers to building a strategy that covers all touch points along the customer journey.

‍

This means advertising to individuals who are (e.g. Eugene's Schwartz Stages of Awareness):

‍

Unaware = have no clue they even have a problem in the first place (ex: blissfully mismanaging customer relationships)

Problem Aware = know they have a problem but are not sure how to solve it (ex: realize managing customer relationships is important but don't know how).

Solution Aware = need help deciding on the right solution (ex: should I use Google Sheets, a filing cabinet 😂 or a CRM?).

Product Aware = know of your brand/product but not sure if you're the best option (ex: comparing CRM software; Salesforce vs HubSpot vs Pipedrive).

Offer Aware = know of your brand and exactly how you can help but need some nudging (ex: pricing discounts, better contract terms, customer references).

Most Aware = Existing customers, familiar with your brand and working with you (ex: referral program).

‍

Understanding your prospects' stage of awareness allows you to create messaging, and offers that better resonate with where they are in the customer journey.

‍

It helps to have a model (think of it like a map) to make complicated topics simple.

‍

We’re going to use The Five Stages model covered in our course Building a Paid Media Program.

‍

Here’s how it works:
‍

Based on the stage; the outcome, awareness level, offers, tactics, and KPIs differ.

Outcome = the end goal you're trying to achieve in each stage.

Awareness = the familiarity level of your brand/product/solution.

Offers = what you're providing your target audience in each stage.

Tactics = how you're going to actually execute your strategy per stage.

KPIs = how you're going to measure success in each stage.

‍

Let's dive into examples for each stage so you really understand!

The Five Stages Model

Stage 1: Create

Outcome	Build brand affinity & trust (raving fans)
Awareness	Unaware, problem aware
Offers	Educational content & thought leadership
Tactics	Boosting content with sponsored paid social ads
KPIs	Cost per consumption, blended cost per opportunity

‍

Stage 2: Capture

Outcome	Convert interest from in-market buyers
Awareness	Solution aware, product aware
Offers	Demo requests, free trials
Tactics	Bidding on high intent keywords, paid listings, retargeting
KPIs	Pipe-to-spend, direct cost per opportunity, ROI

‍

Stage 3: Accelerate (Sales Led) / Activate (Product Led)

Outcome	Help sales close deals faster / get free users to convert
Awareness	Offer aware
Offers	Testimonials, case studies, events, webinars
Tactics	Sponsored paid social ads
KPIs	Pipeline velocity, paid signups

‍

Stage 4: Revive

Outcome	Restart closed lost opportunities
Awareness	Offer aware
Offers	Incentivized demo requests, guided trials
Tactics	LinkedIn conversation ads
KPIs	SQOs created, blended cpSQO

‍

Stage 5: Expand

Outcome	Drive revenue from existing customers
Awareness	Most aware
Offers	Referral program, Certification program
Tactics	Sponsored newsletters/partnerships
KPIs	Influenced SQOs created, Expansion revenue

‍

The Five Stages model allows you to plan across all the lifecycle stages past initial conversion.

‍

Ultimately no one knows for certain where someone is in their buyer's journey and everyone moves through it at different speeds. Use your best judgment.

‍

If you're confused on which stage someone would be, remember the target audience's level of awareness dictates the stage they fall under.

‍

Which stage should you invest in?

‍

Generally speaking if you want to maximize ROI in the short-term you should work from the bottom of the Five Stages and move towards the top (Expand → Create).

‍

Stage	Budget Required due to Audience Size	Estimated ROI Timeline	Estimated Difficulty
Create	High	> 90 days	High - requires strong content strategy and unique POV
Capture	Moderate	< 45 days	High - usually stiff competition & expensive costs
Accelerate / Active	Low	varies based on sales cycle	Low - familiar with your product and considering it
Revive	Low	< 45 days	Low - familiar with your brand and expressed interest in the past
Expand	Low	< 60 days	Medium - existing customers, hard to scale due to small audience sizes

‍

You don't have to build a full-funnel strategy at once, take it one stage at a time.
‍

Putting The Five Stages into practice

Decide on which stage you want to focus on based on the outcome you’re after. If you have a smaller budget (ex: < $5,000/month) focus exclusively on one stage first.
‍
Once you’ve decided on the stage fill in your budget, and leading + lagging KPIs. If you’re unsure of what KPIs to select refer to Module 5- Lesson 1 of Building a Paid Media Program.
‍‍
Next decide on which channels you’ll advertise on to reach individuals in this stage and how you’ll target them and exclude the wrong audience. If you’re unsure of what channels to advertise on, refer to Choosing the BEST channels.
‍
Finally decide on what offers you’re going to promote in these channels for this stage (the offers listed above are only examples to give you ideas).
‍
If you’re targeting multiple stages repeat steps 1-4 for each.

‍

Click here to become an AdConversion student and get free access to The Five Stages planning template in Module 2 - Lesson 1 where we cover how to build your paid media strategy in depth.

‍

After you’ve filled in The Five Stages planning template you now have your strategy in place and can easily move into execution and start assembling your campaigns, creatives, and messaging.

What are the BEST B2B advertising channels?

‍

The obvious answer is where your audience hangs out online!

‍

But not all channels are equal, some are more effective at certain stages.

‍

Most channels can be grouped into these 5 primary categories ↓

‍

Channel Category	Channel	Description
Paid Social	YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit	Advertising on social networks.
Paid Search	Google, Microsoft	Advertising on search engines.
Paid Review	Capterra, SoftwareAdvice, SelectHub	Advertising on review listing sites.
Programmatic	Display, Digital Audio, ConnectedTV, Native	Advertising on the open internet.
Sponsorships	Influencers, Newsletters, Events, Podcasts	Advertising directly with individuals or organizations.

‍

How to decide on the best channel?

‍

There's four key criteria to consider when deciding on a channel:

‍

Targeting options
Media cost
Reach
Policy

‍

Let's dive into each ↓

‍

Channel Criteria	Description
Targeting options	Can you reach your ICP based on the available targeting options?
Media cost	How much does it cost per click and per 1,000 impressions? (CPC & CPM)
Reach	How large is your audience size with your available targeting options?
Policy	Does this platform allow your industry to serve ads without restriction?

‍

If the channel you’re considering meets all four of these criteria then you should consider running a test campaign for $100 to get your real average CPC & CPM.

‍

Recommended Channels by Stage

Based on my experience these channels work best for each stage:

(Use this as inspiration not restriction)

‍

Stage	Channels
Create	YouTube, LinkedIn, Facebook, Display, Twitter
Capture	Google Ads, Microsoft Ads, Capterra, SoftwareAdvice, YouTube
Accelerate / Activate	LinkedIn, Facebook, Display
Revive	LinkedIn, Facebook
Expand	LinkedIn, Facebook

‍

Let this be a guide to help you get started, take what serves you and abandon the rest.

‍

Test what works for you until proven otherwise.

Advice from 20 B2B advertising experts

One of the best parts about being in B2B is the quality of marketers in this space.

We asked 20 B2B advertising experts:

What’s 1 tip you’d share with new marketers getting into B2B advertising?

Guides

min Read

50+ Ad Specs for The Top 10 Ad Platforms

Silvio Perez

Read Article

Have you ever wondered what dimensions does that ad require? 🤔

Then started searching to find the answer? (same here lol)

‍

To save you (and ourselves) trouble, we gathered the most popular ad specs across 10 channels in one place:

Google Display Ad Specs
LinkedIn Ad Specs
Twitter (X) Ad Specs
Quora Ad Specs
Reddit Ad Specs
YouTube Ad Specs
Google Discovery / Demand Gen Ad Specs
TikTok Ad Specs
Meta Ad Specs

⭐️ Bookmark this article and refer back to it when you need ad specs.

Google Display Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Sizes	Dimension	File Types	Max Size
Square and rectangle	200 × 200 Small square 240 × 400 Vertical rectangle 250 × 250 Square 250 × 360 Triple widescreen 300 × 250 Inline rectangle 336 × 280 Large rectangle 580 × 400 Netboard	GIF, JPG, PNG	150KB
Skyscraper	120 × 600 Skyscraper 160 × 600 Wide skyscraper 300 × 600 Half-page ad 300 × 1050 Portrait	GIF, JPG, PNG	150KB
Leaderboard	468 × 60 Banner 728 × 90 Leaderboard 930 × 180 Top banner 970 × 90 Large leaderboard 970 × 250 Billboard 980 × 120 Panorama	GIF, JPG, PNG	150KB
Mobile	300 × 50 Mobile banner 320 × 50 Mobile banner 320 × 100 Large mobile banner	GIF, JPG, PNG	150KB

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LinkedIn Ad Specs

Source: business.linkedin.com

Browse examples at: linkedin.com/ad-library/home

Ad Type	Dimension	Character Count	File Types	Max Size
Single Image Ads	1200 x 1200 Square 1200 x 628 Horizontal 628 x 1200 Vertical (mobile)	Intro text = 600 Headline = 200	GIF, JPG, PNG	5 MB
Video Ads	(3 seconds to 30 minutes) 1920 x 1920 Square 1920 x 1080 Landscape 1080 x 1920 Vertical (9:16) 1536 x 1920 Vertical (4:5)	Intro text = 600 Headline = 200	MP4	200 MB
Carousel Ads	(2 - 10 cards) 1080 x 1080 Square	Intro text = 255 Card = 45	JPG, PNG	10 MB
Event Ads	4:1 (image will be pulled from the Event page)	Intro text = 600 Event = 255	—	—
Document Ads	Use any of the standard PDF layouts.	Intro text = 155 Headline = 70	PDF, DOC, DOCX, PPT, PPTX	100 MB
Conversation Ads	300 x 250 Banner	Message = 500 CTA = 25	JPG, PNG	2 MB

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‍X (Twitter) Ad Specs

‍Source: business.twitter.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	800 x 800 Square 800 x 418 Rectangle	Tweet text = 280	JPG, PNG	5 MB
Video Ads (Up to 2 minutes and 20 seconds)	1080 x 1080 Square (1:1) 1920 x 1080 Landscape (16:9)	Tweet text = 280	MP4, MOV	1 GB
Carousel Ads (2 - 6 cards, images or video)	800 x 800 Square (Image) 800 x 800 Square (Video)	Tweet text = 280	JPG, PNG MP4, MOV	3 MB (Images) 1 GB (Videos)

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You can request to have video lengths increased up to 10 minutes

Carousel can use images or videos but must be in the same aspect ratio (ex: 1:1 or 16:9)

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Quora Ad Specs

Source: image ads, video ads

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	800 x 800 Square 800 x 418 Rectangle	Headline: 65 Body: 105	JPG, PNG	5 MB
Video Ads	(3 - 60 seconds) 1280 x 720 Landscape (16:9)	Headline: 65 Body: 105	MP4, MOV	70 MB

‍

Reddit Ad Specs

Source: reddit.my.site.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	1080 x 1080 Square (1:1) 1080 x 1350 Portrait (4:5) 1440 x 1080 Landscape (4:3) 1920 x 1080 Landscape (16:9)	Headline: 300	JPG, PNG, GIF	3 MB
Video Ads	(Up to 15 minutes) 1080 x 1080 Square (1:1) 1080 x 1350 Vertical (4:5) 1440 x 1080 Classic (4:3) 1920 x 1080 Landscape (16:9)	Headline: 300	MP4, MOV	70 MB
Carousel Ads	(2 - 6 images) 1200 x 1200 Square (1:1) 1200 x 628 Rectangle (16:9)	Headline: 300 Caption: 50	JPG, PNG, GIF	20 MB (per image) 3 MB (per GIF)
Conversation Placement	400 x 300 Thumbnail	Headline: 250	JPG, PNG, GIF	500 KB

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* Headlines will be truncated to 100 characters on mobile/mobile web for the conversation placement.

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Youtube Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Ad Type	Dimension	Character Count	File Types	Max Size
Skippable Video Ads (no max length)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
YouTube Short Video Ads (Up to 60 seconds)	1920 x 1080 Vertical (9:16)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
Non-Skippable Video Ads (15 seconds)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
Bumper Ads (Up to 6 seconds)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A

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Google Discovery / Demand Gen Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads (3 - 20 images)	1200 x 628 (Landscape) 1200 x 1200 (Square) 960 x 1200 (Portrait)	Headline: 40 Description: 90	GIF, JPG, PNG	5 MB
Carousel Ads (2 - 10 cards)	1200 x 628 (Landscape) 1200 x 1200 (Square) 960 x 1200 (Portrait)	Headline: 40 Description: 90	GIF, JPG, PNG	5 MB
Logo Image	1200 x 1200 (Square)	N/A	GIF, JPG, PNG	5 MB

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TikTok Ad Specs

Source: ads.tiktok.com

Browse examples at library.tiktok.com/ads

Ad Type	Dimension	Character Count	File Types	Max Size
Video Ads (5 - 60 seconds)	1920 x 1080 Vertical (9:16) 1200 x 1200 Square (1:1) 1920 x 1080 Landscape (16:9)	100 characters	.mp4, .mov, .mpeg, .3gp, or .avi	500 MB

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‍Meta Ad Specs (Facebook/Instagram)

Source: business.facebook.com

Browse examples at: www.facebook.com/ads/library

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	1080 x 1080 Square (1:1) 1920 x 1080 Landscape (16:9)	Primary Text: 125 Headline: 27 Description: 27	JPG, PNG	300 MB
Video Ads (1 second to 241 minutes)	1080 x 1080 Square (1:1) 1080 x 1350 Mobile (4:5)	Primary Text: 125 Headline: 27 Description: 27	MP4, MOV, GIF	4 GB
Carousel Ads (2 to 10 cards)	1080 x 1080 Square (1:1)	Primary Text: 125 Headline: 32 Description: 18	JPG, PNG MP4, MOV, GIF	Image: 30 MB Video: 4 GB

‍

Resources for Mastering B2B Advertising

Hope you found this ad specs article useful!

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.

‍

Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

‍

We believe every marketer should know how to scale paid ads so they can:

• Scale their ideas

• Level up their careers

• Make a positive impact

‍

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously I timed it 😂)

‍

3 Powerful Strategies For Scaling SaaS Google Ads You Need To Know

Silvio Perez

Read Article

Google Ads is a blessing and a curse.

You're blessed with intent and cursed with scale.

It’s a powerful channel for scaling pipeline for SaaS startups but low search volume is a challenge.

In this article you’re going to learn 3 powerful strategies for scaling your SaaS google ads further.

This won’t solve your limited search volume issues that's just the nature of your target keywords and B2B SaaS but these strategies will help you squeeze more performance from your account.

Let’s dive into it 👇

‍

TABLE OF CONTENTS

Strategy #1: Broad Match Discovery
Strategy #2: Advertising outside of English
Strategy #3: Industry campaigns

‍

Strategy #1: Broad Match Discovery

Before you click away I’m not talking about using broad match in the traditional sense.

‍

Where you let Google show your ads for WHATEVER they think is relevant.

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Broad match discovery is where you combine broad match keywords AND an audience.

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It essentially means you’re giving Google the flexibility to show your ads for whatever they feel is relevant but within the confines of your targeted audience.

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I would not recommend testing this approach unless you have:

Strong negative keyword lists
Proven converting phrase match keywords
Significant conversion volume (> 15/month)

The benefit is you get to scale your top keywords safely past phrase match.

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How to implement broad match discovery:

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Step 1: Find proven converting phrase match keywords

‍

Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.

‍

Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

Once you’ve identified some worthwhile keywords it’s time for step 2.

‍

Step 2: Brainstorm your targeted audiences

‍

Google has 5 audience types you can leverage for targeting in your search campaigns.

Your data = website visitors or contact lists
In-market = people actively researching a given topic
Life events = people who’ve accomplished a life milestone (ex: create a business, get married)
Detailed demographics = industries, company sizes, education level.
Affinity = people who are interested in a certain topic

You can use a mixture of all these different types of audiences to layer on top of your broad match discovery campaigns.

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If you’re dealing with < 500 searches/month for your keywords I recommend clustering a minim of 10-15 audiences on top of your campaigns to help with delivery.

‍

Step 3: Setup a campaign experiment

‍

The safest way you can test broad match discovery is in a 50/50 experiment alongside your top converting phrase match campaign.

‍

You can easily AB test in Google Ads using the campaign experiments feature.

‍

Located under Campaigns > Experiments

Using this feature build an experiment splitting the traffic by 50% for your original campaign vs the experiment version using broad match AND the targeted audiences you brainstormed in step 2.

Strategy #2: Advertising outside of English

English is the most competitive language in the world with the majority of advertisers.

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We’ve seen reductions of up to 70% in our average CPC targeting other languages.

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If your company has the resources to sell in multiple languages – take advantage of localization!

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Localization campaigns are when you target keywords, write ad copy, and design landing pages that all are in your audience's native language (ex: Spanish, German, Portuguese).

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You’ll reap the benefits of lower costs due to less competition.

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The downside however with localization is search volume.

‍

If you’re already advertising in English outside of North America and finding success, definitely recommend testing this strategy.

‍

How to implement localized campaigns:

‍

Step 1: Find proven converting phrase match keywords

‍

Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.

‍

Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

‍

Step 2: Brainstorm your targeted languages

Ask your internal team what languages your sales team is able to sell in.

‍

Based on your options make a list of potential languages.

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Next, if you’re advertising outside of North America, review the top performing countries and identify their local languages and see if you have the internal resources that can speak that language.

If you can’t sell in this language then this strategy won’t make sense.

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Step 3: Hire a local translator

Don’t make the mistake of relying on Google Translate to perform the bulk of your translation.

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You’ll want to hire a translator that grew up in the area in which you want to advertise.

‍

For instance, if you’re advertising in Portuguese.

The dialect for Europeans living in Portugal and those living in Brazil is very different.

‍

A local Brazilian can tell if it’s not their dialect just like a native Portuguese.

‍

I recommend hiring locals off Upwork can be as low as $12/hour depending on the language.

These translations will make a world difference in your ad and landing page copy.

Strategy #3: Industry campaigns

Industry campaigns can be great for coverage and quality.

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This is where you’re going to bid on a desired keyword and add a related industry term.

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For example, let’s say bidding on the keyword “crm software” here’s how you can modify this keyword to make it industry specific:

healthcare crm software
crm software for fintech
crm software for small businesses

The benefits of industry campaigns:

Personalized ad copy that can yield greater CTRs
Higher quality leads due to a more qualified search term
Lower cost per click prices due to less competition

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The downside however is search volume (the constant struggle of Google for SaaS 😅).

‍

How to implement industry campaigns:

‍

Step 1: Find proven converting phrase match keywords

Just like the other strategies we’re going to identify proven keywords first that we can create industry variations for.

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Step 2: Brainstorm your target industries

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Step 3: Build and prevent keyword overlap

Once you have your keywords and target industries you’re ready to build your campaigns.

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Make sure to add your industry terms as negative keywords in your generic non-brand campaigns.

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Otherwise you can have people seeing your generic ads for your industry terms.

‍

Hope you found this article helpful!

‍

Best of luck scaling your Google Ads campaigns for your SaaS.

‍

From Clicks to Conversions: Master Google Ads for B2B 🔥

If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.