How to Audit B2B Google Ads Accounts [+Free Template]
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Google Ads is not getting any cheaper, so frequently auditing your account is critical to keep your campaigns profitable.
In this step-by-step guide, I will walk you through the exact same process we use internally to audit our clients’ Google Ads accounts.
As a bonus, you can get a free copy of my 8-Part Google Ads Audit Checklist from Module 1, Lesson 5 of my B2B Google Ads 102 free course, so you can have it on hand while you go through the tasks below.
So let’s get started 👇
TABLE OF CONTENTS
- Part 1 - Account Review
- Part 2 - Campaign Review
- Part 3 - Ad Group Review
- Part 4 - Keyword Review
- Part 5 - Ads & Extensions Review
- Part 6 - Landing Page Review
- Part 7 - Budget & Performance Review
- Part 8 - Visibility Review
- Resources to Master B2B Google Ads
- Google Ads Audit FAQ
Part 1 - Account Review
First and foremost, you can’t improve your account performance without mastering the basics. So let’s dive in!
1. Billing Information
Is your billing information correct?
Checking this will ensure that your ads continue to run smoothly and you don't face any unexpected billing issues.
To check your billing information, follow these steps:
- Sign in to your Google Ads account.
- Click on the "Billing" icon on the left-hand menu.
- Click on "Settings" to view your current billing information.
Here, you can view your payment method, payer details (name, address, etc), and other important details.
Make sure all the information is correct and up-to-date. If you notice any errors, click on the pencil next to each detail to make the necessary changes.
It's important to note that any changes you make to your billing information may take up to 24 hours to take effect.
Additionally, if you have any pending charges on your account, you won't be able to make changes until those charges are paid off.
2. Is your time zone correct?
The accuracy of your account's time zone setting is more crucial than it may seem at first glance. The time zone affects how you schedule ads, interpret performance data, and manage billing cycles.
You cannot change your time zone manually, and it can only be reset once, so as Google advises, choose your new time zone carefully.
To request a change, you’ll need to fill out this form and follow the instructions below:
- The form must be filled out by an Admin user of a manager account.
- Your time zone can only be shifted eastward, for example, from GTM (Greenwich Mean Time) to IST (India Standard Time).
3. Do you have auto-tagging turned on?
Auto-tagging is an easy 3-step process:
- Sign in to your Google Ads account
- On the left-hand side, under admin> click on Account Settings
- Click on “Auto-tagging” - check the box and save.
Once you enable this feature, Google will automatically mark your source_medium as “cpc”
4. Did you turn off ad suggestions?
Have you ever gone to your Google Ads account and noticed a bunch of changes that weren’t made by you or anyone on your team?This probably happened because you didn’t turn off the ad suggestions 😅
So follow these steps to have peace of mind:
- Sign in to your Google Ads account.
- Click on the "Campaigns" on the left-hand menu.
- Click on "Recommendations" and go to “Auto-apply”
Make sure you turn off all of the recommendations that aren’t relevant to your account.
I personally like to turn off all of them, so I don’t have any changes made by Google without my consent.
5. Is your conversion tracking still working accurately?
This is crucial because if your conversion tracking is not working correctly, you won’t feed Google’s algorithm with essential data to make the best bidding choices for your conversion-based strategies.
Here’s how you can check if your tracking is in place:
- Sign in to your Google Ads account.
- Click on the "Goals" on the left-hand menu.
- Click on "Conversions" and go to “Summary”
- You’ll be able to see the status of your conversions - you want to see “Active”
Pro-tip: If you see the status “No recent conversions” - search for your keyword on Google and submit a test.
If you don’t see any activity and have been running Google Ads campaigns for a while, it probably means you’ll need to see what’s going on to ensure the tracking setup is in place.
Part 2 - Campaign Review
Depending on the size and organization of the account, this step will take longer or shorter. So let’s go 👷♂️
1. Do your campaigns follow a logical naming convention?
Having a solid naming convention in place isn’t just about aesthetics, it’s the foundation for good account management.
My campaigns usually have a naming convention that follows this structure:
- Region (NA, EMEA, APAC)
- Campaign Theme (Brand, NonBrand, Generic, Competitor)
- Keyword Topic
- Network (Search, Display)
- Keyword Match Type (Exact, Phrase, Broad)
- Device (Desktop, Mobile, All Devices)
- Offer (Demo, Trial, etc)
So if you have disjointed campaign names, it’s an opportunity to adjust that and make your life easier.
2. Are you targeting the right networks (display unchecked)?
You want to focus on the Search Network and search partners, avoiding the Display Network unless it’s a separate campaign.
- Select the desired campaign
- Go to “Campaign Settings” (on the right-hand side)
- Click on Networks
- Choose the desired Network and save
- At the campaign level
- Scroll over your campaign
- Setting logo will appear
- Click on the logo
- Under Networks, choose the desired Network and save.
3. Is your location targeting and options still accurate?
If you have a proper naming convention, you should be able to tell where you intend to target your campaigns, but you still need to ensure the correct locations are selected.
Similar to Networks, there are two ways to check your locations:
- Select the desired campaign
- Go to Locations (on the left-hand side - Audiences, keywords and content)
- Click on the pencil icon
- Choose the desired locations and save
- At the campaign level > Scroll over your campaign
- The settings logo will appear
- Click on the logo
- Under Locations, Enter location(s) and Save.
4. Are you targeting one language per campaign (with relevant ads + landing pages)?
In a perfect world, your ads and landing pages should match the primary language of the targeting locations.
Here’s how you can change the language of your campaigns:
- At the campaign level, toggle over your campaign name
- Click on the icon setting once it appears
- Under “Languages” you can select the desired language and click Save.
5. Is your daily budget still aligned with your goals?
Being an effective marketer involves strategically allocating your budget over the designated campaign duration while achieving the goals.
Ex. If your average cost per demo is $300 and you need to generate 10 demos, then you must have at least $3,000 - Now, if the plan is to run the campaign for 30 days, then you must allocate a $100 daily budget and check daily to make sure it’s pacing well.
Generally speaking, I don’t recommend running campaigns with less than $50/day for B2B campaigns, but this will obviously depend on your average cost per click.
Check our Google Ads Budget Calculator tool if you need help to define your budget 🙌
6. Are you using the correct bidding strategy?
When you’re first starting out, getting as many clicks as possible is important to get some early conversions, so the “Maximize Clicks” strategy is a good option.
If you have more than 15 conversions, you can switch to the “Maximize Conversions” strategy if your goal is to get as many conversions as possible.
If you have offline conversions set up, you can use the “Maximize Conversion Value” strategy or the “Target ROAS” strategy. These will help you get more relevant conversions.
Here are two ways to check your bidding options:
- Select the desired campaign
- Go to Setting (on the right-hand side)
- Click on Bidding > “Change bid strategy”
- From the dropdown menu, select the desired bidding strategy and save.
- At the campaign level > scroll over your campaign > Setting logo will appear
- Click on the logo
- Under Bidding, “Change bid strategy”
- From the dropdown menu, select the desired bidding strategy and save.
7. Do you have the correct conversion actions set? (if applicable)
Campaigns can inherit account-level conversions or have specific conversion actions set.
Both approaches are valid, but it’s essential to use the one that aligns with your campaign goals.
For instance, if a campaign-specific conversion action set is used, make sure it includes all relevant actions in the conversion funnel.
Follow the steps below to add/check conversion actions:
- At the campaign level > scroll over your campaign
- Setting logo will appear, click on the logo
- Under Goals, “Use campaign-specific goal setting”
- Click the pencil icon
- Select the appropriate (previously tested) conversions and save.
8. Are your ad rotation settings still accurate?
Generally speaking, I recommend using the “Best Performing Ads” option. This way, the Google algorithm will analyze your ads' performance and prioritize delivering the the ads with the best performance.
But if you see that Google is serving some ads dramatically more than others, then you can select “Rotate Ads Indefinitely” and Google will distribute each ad individually.
For conducting A/B testing on multiple ads, I recommend selecting the "Do not optimize" setting to make sure you’re collecting more precise data.
To review your ad rotation settings, follow these steps:
- At the campaign level > scroll over your campaign
- Setting logo will appear, click on the logo
- Click on additional settings > Ad rotation
- Click the pencil icon
- Select the preferred method and save.
You can also follow the steps above at the Ad Group level
9. Is your ad schedule still up to date?
You can review your campaign's performance by day of the week and time of day, then adjust your ad schedule as needed. To do so, follow these steps:
- Click on “Overview” on the left-hand side
- Under the “Day & Hour” table, you can choose the metrics that matter the most to you to view performance by Day and/or Hour.
Now that you know which days and times generate the best results, you can tailor your ad scheduling accordingly.
- Select the campaign or ad group
- Click on Ad Schedule on the left-hand side
- Click the pencil icon
- Choose the optimal time and save.
10. Are you targeting the right devices?
Similar to the ad schedule, you can follow the same steps to find the best performance by device and make adjustments. Steps as follows:
- Click on “Overview” on the left-hand side
- Under the “devices” table, you can choose the metrics that matter the most to you.
You can now update your targeting by device accordingly.
- Select the campaign or ad group
- Click on “When and where ads showed” on the left-hand side
- Edit bid adjustment
- To stop showing on a specific device, choose “Decrease with 100% ratio > Save
If you’re using the device on the campaign naming convention, you want to make sure the campaign is targeting the device it has on its name.
11. Are you excluding existing leads and sales from your campaigns? (bonus)
A practical approach to lowering costs involves not targeting existing leads and customers.
Google enables the upload of first-party data for use primarily in Remarketing Lists for Search Ads (RLSA) and for creating exclusions. Steps below:
- Select audiences on the left-hand side
- Edit exclusions
- Select the Campaign or Ad group
- Choose the previously uploaded audience > Save
12. Do you have observational audiences added to your campaigns? (bonus)
Gain insights into how different audiences interact with your campaigns without altering who sees your ads:
- Select audiences on the left-hand side
- Audience segments
- Select Campaign or Ad Group
- Under observation, choose what is important to you and save.
13. Have you been actively running campaign experiments in the past? (bonus)
With the Experiments feature, you can execute A/B tests without needing to set up new campaigns.
If the outcome proves successful, the winning campaign can then be chosen as the primary one.
Part 3 - Ad Group Review
1. Are your ad groups broken out logically into related themes?
There are generally 6 buckets of themes for search ads:
- Brand
- Non-brand
- Competitive
- RLSA (Search Remarketing)
- Content
- Dynamic Search Ads
A clear naming convention aids in quickly identifying campaign and group themes. Example:
Campaign: NA_Non-Brand_Search_EN_Exact_All-Devices_Demo
Group: Non-Brand_Software
If there is no proper naming convention, then we have some cleaning to do:
- Download the data at the keyword level
- Delete: Ad spend < $ 1
- Open a new column called “Theme” beside the Keywords
- Tag the Theme of the campaign/group according to the Keyword
- Turn it into a pivot table to get the data by Theme
- Update the naming convention
If you don’t do a good job separating your keywords into themed ad groups, it will hurt your quality score.
Because if you have too many keywords in your ad group, it’s hard to make sure that the ads are relevant to all these keywords.
2. Do you have less than 15 keywords per ad group?
This is not a set-in-stone law, but it will help you mitigate the damage to your ad relevance.
Google allows up to 15 headlines and 4 descriptions in Responsive Search Ads. The goal is for keywords within each group to have a relevant ad to boost the quality score.
At the end of the day, you know you are doing a good job with your ad groups and how you structured your keywords if you see that your ad relevance is above average.
3. Are your ad groups filled with relevant keywords, ads, and landing pages?
Each group’s keywords should align with an ad in the same language, context, and call to action as well as a landing page contextualizing the search terms.
Here’s a good example of a great message match from the CRM software folk.
They’re bidding on the keyword “CRM software for startups”, their ad mentions “CRM for startups”, and if you click on the ad, their landing page talks exactly about CRM for startups. Everything is aligned.
4. Are your best ad groups receiving enough budget?
With accurate conversion tracking in place for your campaigns (we covered this in Part 1), we can see which ad groups bring more conversions at a lower cost per conversion.After reviewing the ad group performance, you can optimize your ad groups in these ways:
- Pause the ad groups with more search volume that are just cannibalizing and eating up all the campaign budget without bringing conversions.
- Take the top performers' ad groups and put them into their own campaign.
- Run target CPA bidding and set different target CPA caps at the different ad group levels, so you can put a more restrictive cap on the one that’s eating up all the budget and then put a larger one on the one that hasn’t spent enough.
Part 4 - Keyword Review
1. Are your search terms as close to perfect as possible?
Regularly checking the search term report has 2 main benefits:
- Reduce CPA: Comparing the number of clicks to the number of conversions - exclude all irrelevant results.
- Increase Expected CTR: Compare the number of impressions to the number of clicks - exclude all irrelevant results.
How to check the search term report in Google ads:
- Under “Campaigns” on the left-hand side > Click “Insights and reports”
- Select “Search terms”
- Filter by campaign
- Evaluate the above recommendations.
2. Do you have a strong negative keyword list in place?
Negative keywords help us reduce the wasted budget and increase the overall quality of ads.
The broader the match type, the more important it is to have an extensive list of negative keywords.
However, even with Exact match type, search terms must be regularly checked, and negative keywords constantly be updated.
Maintaining a universal negative keyword list for your entire account can be beneficial. This list might include words related to profanity, employment, bargaining, etc.
Below you can access a sample list we use in our agency.
👉 Master Negative Keyword List
To avoid unintended blocking, please ensure these negative keywords apply to your business and do not overlap with any targeting keywords.How to create a new list in Google:
- Select “Tools” on the left-hand side
- Under “Shared library” click on “Exclusion lists”
- Select the “plus sign”
- Add the list of desired negative keywords and name the list accordingly.
3. Do you have the appropriate match types for your keywords?
If you don’t know which match type you should start with, then always start with the Exact match type and work your way up.
If you don’t get quality conversions with the Exact match type, then changing the match type won’t help.
Generally, Broad match types have the highest wasted budget - unless the campaign is layered with a first-data party audience.
4. Do you have underperforming keywords you can pause or optimize?
Usually, 20% of the keywords are responsible for 80% of the results. Make sure to check the performance of each keyword and pause underperformers continuously.
However, before pausing, analyze the relevance of search terms against keywords.
If they align, evaluate the click-through rate (CTR) to determine if the ad copy requires updates.
If users are still clicking on the ad without converting, consider revising the landing page.
5. Are your keyword bids set at an optimal amount? (if applicable)
If you're using automated bidding, you don't have to worry about this step.
But if you're using manual bidding, sometimes your manual bid is too low, so your ads won’t show on the first pages of the results.
I recommend that your Max. CPC amount is at least high enough to the first page bid estimate.
You can find the keyword bid simulator by hovering over the small chart in the Max. CPC field.
Part 5 - Ads & Extensions Review
1. Are your keywords in your ad copy?
This is an easy way to increase ad relevance and ultimately get more clicks.
I can’t stress enough the importance of having a strong message match.
When users encounter their specific search terms within your ad—especially if these terms are variations of your targeted keywords—the likelihood of them proceeding to your landing page significantly increases.
2. Are you title-casing the beginning of each letter in your ad?
Title casing is when you capitalize the letter of each important work in the sentence.
In my experience, title casing works better on paid search because your ads will look more professional, and it will enhance readability.
3. Do you have a minimum of two ads per ad group?
Running multiple ads allows for A/B testing or split testing, where different versions of ads can be compared to see which one performs better.
By consistently testing ads, you’ll drive a better click-through rate, and this will ultimately result in a better Expected Click-through rate, which will improve your quality score and reduce your costs while putting your ads in a better search results position.
4. Are you speaking one-to-one, communicating benefits, answering objections, and providing a CTA?
You want to make sure you are speaking one-to-one In your copy and not using corporate speak, where it seems you’re talking to an auditorium versus a person.Here are a few important points your ads should cover:
- Are you communicating benefits in the second headline to differentiate yourself from your competitors on the SERP?
- Are you answering objections? (If there are objections that you can answer on your copy)
- Are you providing a Call-to-Action (CTA) that moves people and motivates them?
Here’s a good example from Brevo:
- We can instantly see the benefit: 9000 emails free per month
- One-to-one communication: Don’t let them overcharge you
- CTA that motivates: Stop overpaying for email and get the best value in email delivery & email marketing tools.
5. Are you using all the characters available in your headline, description & path fields?
You don’t have to use every single one, but I recommend you use as many as you can.
Utilizing all available characters in Google Ads' headline, description, and path fields increases message clarity and impact, boosting click-through and conversion rates.
6. Are you using as many ad extensions (assets) as possible? (Especially core ones)
Extensions expand your presence on the search results page, improving the chances of receiving more clicks, which will increase your expected CTR and the overall quality score.
While assets such as the business logo and name are best set at the account level, it's often better to tailor other extensions, like callouts, structured snippets, sitelinks, etc., to reflect the the messaging of each campaign or ad group.
How to create new ad extensions in Google:
- Select “Campaigns” on the left-hand side
- Under “Assets” click on “Assets”
- Select the desired extension to see the ones you already have.
- Click on the “plus sign” to add new ad extensions.
7. Are you consistently testing new ad copy, types and modifiers?
If you are not doing this, you’ll know because you will see the click-through rate consistently going down week over week, month over month.
If you’re auditing someone else’s account, you can check the “Changes history” option to see if they are constantly testing new ads.
For modifiers, you can use dynamic keyword insertion in your ad copies to dynamically test different variations.
8. Are you sending searchers to relevant landing pages?
In my opinion, this is the most important thing.
If your prospects search for “CRM for startups”, your ads should say “CRM for startups”, and your landing page should say “CRM for startups”.
This sounds basic and trivial, but the amount of people who miss this is dramatic.
So make sure that you have a strong message match.
Part 6 - Landing Page Review
Remember that success will come from half traffic and half your landing page, so I highly recommend deep diving into your pages individually as you go through this.
1. Are you mirroring the message from your ad on the landing page?
As I mentioned in the last step of Part 5, the landing page experience is a crucial element of the quality score.
A page that fails to align with your ad's messaging is unlikely to offer value to the user.
2. Can the searcher understand what you do & why in 5 seconds or less?
This is called the five-second rule, and it’s essentially a test where if your prospects just look at the above the fold section of your landing page, can they understand in five seconds what you do and essentially why they should care?
In this example from Microsoft Clarity, we can easily understand that this is a free tool that will help you get insights into the behavior of users on your website so you can improve your products.
It’s also used by 100k+ sites worldwide and is GDPR & CCPA-compliant.
You don’t want to be vague on your landing pages, and you want to make sure that they have the following:
- Clear and concise headline
- Engaging subheadlines
- Visual elements
- Call to action (CTA) throughout the page
- Quick loading time for all devices
To learn more about landing page best practices, dive into the article below by Pedro Cortés:
10 Proven Landing Page Tips To Boost Your Conversion Rates
3. Is your landing page loading fast enough?
As mentioned above, the landing pages must load quickly on all devices. Tools like Lighthouse or PageSpeed Insights can help you better understand areas of opportunity.
I recommend you run your page through PageSpeed Insights and apply anything applicable.
You’re probably going to need the help of a developer, but it’s definitely worthwhile to improve the page speed because this is a big factor in terms of your landing page experience for quality score.
A simple thing to improve your landing page loading time is compressing the website images to reduce the file sizes.
4. Do you have one clear call to action on your landing page that mirrors your ad?
If your ad is talking about Downloading a Whitepaper but the landing page only has CTAs around Booking a Demo, then that will have a negative experience for the user.
Align landing page CTAs with ad promises to ensure a seamless user experience and encourage conversions.
5. Are you communicating benefits, answering objections, and providing a CTA?
The higher the ask, the more context must be provided on the page. This is specifically true for the “Book a Demo” CTA.
Ensure you address objections while emphasizing the key benefits of your product that will solve the users' problems.
I recommend that you talk with your sales team to get insights on different objections that come up in the sales process, this way you can add sections on your landing page to proactively communicate against those objections so that you can actually drive more quality leads.
6. Does your form, chatbot, or online booking widget still work?
Before launching any new offers, test the page to make sure everything is working as intended.
- Submit a fake test lead and see if it actually routes into your CRM.
- Go look for your lead record.
- Check if the page isn’t broken.
- Review what the experience looks like.
Make sure you audit that process because I can't tell you how many times people think their campaigns are failing, and then something just broke on the technical side.
Part 7 - Budget & Performance Review
1. What is the spread of budget and performance by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
This is where you will need to export a lot of data from Google Ads and use Excel/Google Sheets.
👉 I recommend watching the Part 7 video above if you need a walkthrough on exporting and labeling the data to perform this analysis.
Here’s a common successful budget distribution you can use as guidance:
- Brand: < 20%
- Non-brand > 60%
- Competitive > 20%
You can use our free Google Ads Budget Calculator to find your ideal Google Ads budget.
2. What is the spread of budget and performance by region?
If you are targeting multiple regions, break out the campaign as such (ex: NA, EMEA, APAC).
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
Look for the highest-performing locations for each region and make sure low-quality conversions are not wasting your budget. If you’re not separating your campaigns into regions, you can still check how the budget has been spread around different locations through the Locations report:
- Select “Campaigns” on the left-hand side
- Go to “Locations”, under “Audiences, keywords, and content”
- Select the desired campaign
- Download the data under Location
- Summarize into a pivot table to get:
- Ad spent
- Conversions
- Cost per conversion
3. What is the spread of budget and performance by offer?
If you are separating the campaigns by offer, break out the campaign as such (Demo, Trials, eBooks, etc)
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
Here’s how to download the landing page report:
- Select “Campaigns” on the left-hand side
- Go to “Landing Pages”, under “Insights and Reports”
- Select the desired campaign
- Download the data
- On Excel:
- Delete: Ad spend <$1
- If there is no proper naming convention:
- Open a new column (Offer) beside the landing page (LP)
- Tag the offer of the campaign according to the LP
- Summarize into a pivot table to get:
- Ad spent
- Conversions
- Cost per conversion
6. What is the spread of budget and performance by match type?
If you are separating the campaigns by match type, break out the campaign as such (Exact, Phrase, Broad)
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
Here’s how to download the match type report:
- Select “Campaigns” on the left-hand side
- Go to “Search Keywords”, under “Audiences, keywords, and content”
- Select the desired campaign
- Add the column “Match type”
- Download the data
- On Excel, summarize into a pivot table to get:some text
- Ad spent
- Conversions
- Cost per conversion
7. What is the spread of budget and performance by device?
If you are separating the campaigns by devices, break out the campaign as such (Desktop, Mobile, Tablet, All Devices)
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
If the campaigns are not separated into devices, here’s how you can check the spread of budget and performance by device downloading the device report:
8. What is the spread of budget and performance by week days?
Check if you’re targeting all days of the week and if there’s opportunities to exclude some days when the performance is not good, so you can free up budget for the strongest days.Here’s how to download the day of the week report:
- Select “Campaigns” on the left-hand side
- Go to “When and where ads showed”, under “Insights and reportst”
- Select the desired campaign
- Choose “Day” in the right-side navigation if you only want to see the day of the week
- Download the data
- On Excel, summarize into a pivot table to get:some text
- Ad spent
- Conversions
- Cost per conversion
To learn more about how to create a winning Google Ads budget strategy, dive into the article below:
How to Create a Winning Google Ads Budget Strategy for B2B SaaS
Part 8 - Visibility Review
Here’s where we will talk more about Impression Share and Quality Score.
1. What is the search impression share by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
There are different ways you can see the impression share by the campaign theme.
You can use Excel as I showed previously in Part 7, or you can go into your account and filter by campaign name, assuming you have good campaign naming conventions.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
2. What is the search lost rank by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
The process here is the same from the previous task. The only difference is that you need to add the “Search lost IS (rank)” column.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
3. What is the search lost to budget by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
The process here is the same from the previous tasks. The only difference is that you need to add the “Search lost IS (budget)” column.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
4. What is the search top IS by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
The process here is the same from the previous tasks. The only difference is that you need to add the “Search top IS” column.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
5. Do 70% of your keywords have above 7 quality scores?
This is something I learned from Brad Geddes years ago, the OG of Google Ads.
Check the video below to see a complete guide on Quality Score and how to perform a Quality Score analysis:
6. What aspects of quality score do you need to improve?
After going going through the data in the previous task, summarize your findings to know where you have opportunities to improve.
Example:
- 100% of keywords have a Quality Score below 7.
- 94% of keywords are rated as “Below Average” for landing page experience.
- 45% have “Above Average” ad relevance.
- 100% have “Below Average” expected CTR.
Optimization strategies you can adopt to improve your Quality Score:
- Improve Landing Page Experience:
- Ensure pages are fast, relevant, and mobile-friendly
- Align ad copy with landing page content for a seamless message match.
- Ensure pages are fast, relevant, and mobile-friendly
- Refine Ad Relevance
- Group keywords into tightly themed ad groups.
- Write ads tailored to the specific intent of each group.
- Group keywords into tightly themed ad groups.
- Boost Expected CTR
- Test compelling ad headlines and descriptions.
- Use ad extensions to enhance visibility and clickability.
- Test compelling ad headlines and descriptions.
I hope you received a ton of value from this Google Ads Audit guide.
If you have any questions, feel free to connect with me on LinkedIn.
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
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People Also Ask
How can a Google Ads audit improve my campaign performance?
- A Google Ads audit can significantly enhance your campaign performance by identifying inefficiencies and areas for optimization within your account.
How often should I conduct a Google Ads audit?
- It is recommended to conduct a Google Ads audit at least once every quarter. For accounts with significant spending or those in highly competitive industries, more frequent audits may be beneficial to stay ahead of competitors and efficiently manage advertising spend.
What are the key components of a Google Ads audit?
- Budget Allocation: Analyzing how the budget is distributed across various channels and campaigns to identify opportunities for reallocation.
- Campaign Themes: Reviewing the balance between branded, non-branded, and competitive campaigns to ensure optimal allocation for reaching new customers.
- Device Usage: Evaluating performance across devices (mobile, computer, tablet, TV) to tailor strategies for each device type.
- Match Types: Assessing the use of exact, phrase, and broad match types in campaigns to ensure efficient targeting.
- Quality Score: Examining the quality score of keywords, focusing on ad relevance, landing page experience, and expected CTR to identify areas for improvement.
- Visibility Metrics: Analyzing impression share and losses due to rank and budget to optimize bid strategies and campaign visibility.
How often should I perform a Google Ads audit?
It’s recommended to conduct a comprehensive audit at least quarterly. However, for high-spending accounts or during periods of significant change (e.g., new product launches or market shifts), more frequent audits may be beneficial.
Can I perform a Google Ads audit myself, or should I hire a professional?
While self-auditing is possible, hiring a professional can provide deeper insights and a fresh perspective. Professionals are often equipped with advanced tools and expertise to identify issues that might be overlooked otherwise.
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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
#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
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
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
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
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
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
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
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
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
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
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
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
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
The B2B Buyer's journey is complex, make sure you are filling all the content gaps on your paid ad strategy.
Miguel Sánchez
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
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
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
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
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
Other Articles You May Enjoy.
10 Tips to Create B2B Ads that Convert
If you want your ads to drive conversions, you need the right messaging, positioning, design, tone, format, offer, etc.
This is especially true in B2B, where pushing prospects from initial awareness to conversion is extremely challenging.
Below are my top 10 tips to maximize your chances of success, based on my own experience working with dozens of B2B clients.
TABLE OF CONTENTS:
- Tip #1: Figure out what you want to say
- Tip #2: Don't use big words or acronyms
- Tip #3: Make it quick
- Tip #4: Use visuals that make your ad stand out
- Tip #5: Create ads that don't look like ads
- Tip #6: Steal from the greats
- Tip #7: Use powerful hooks
- Tip #8: Take up as much space as possible
- Tip #9: Speak like a human
- Tip #10: Stay in tune with what your customer wants
Tip #1: Figure out what you want to say
This might sound obvious, but before creating any ad, you should get extremely clear on the problem your company solves.
All of your messaging should come back to this problem.
If you’re running case study ads, the case studies should be related to this problem.
If you’re promoting a GIF of your product, the animation should help tell the story of how you solve that problem.
As Eugene Schwartz said: The objective of advertising is to highlight a problem and demonstrate how you can solve it.
Here’s a template I like using with my clients to clearly articulate the problems they solve.
Tip #2: Don’t use big words or acronyms
The more simple you keep your ads, the better they’ll perform.
There’s no need to drop in words like CAC, ROI, or ARPU into your copy. Acronyms are poo.
Even if you’re talking about complex topics, aim to keep your explanation simple.
Also, keep in mind, it’s impossible to explain everything about your company in a single ad.
To fully understand what you do, a prospect might need to see 20, 30, or 40 different ads, highlighting what you do in different ways.
Think of the ads in your cold layer as an icebreaker.
The idea is to communicate the basics of what you do in a simple and interesting way – not to tell your entire story.
Here’s an ad we made at Revenu for a client, to do exactly that.
Tip #3: Make it quick
Prospects should know exactly what they’re signing up for in 3 steps or less.
We followed that formula for this ad we made for another client.
With very few words, you can easily understand the benefits of the product.
And if you’re thinking: There’s no way I could explain my offer in 3 steps or less… you need to simplify your process.
When you truly understand your product story, it’s easy to simplify it. That’s where the first tip comes in.
Tip #4: Use visuals that make your ad stand out
A picture is worth a thousand words.
Ads that are filled with words don’t grab a users attention.
Think about what you’re trying to say, and how you can visualise it.
You can see how we did this for Scytale below.
It’s a fairly typical advert, but the way it’s broken out visually makes it much easier to digest.
Pro tip: If you’re only using static image ads, try GIFs. Making something move makes people click it more… simples.
Tip #5: Create ads that don’t look like ads
Want to triple your CTR? Make an advert that doesn’t look like an advert.
Once you get a ton of clicks, you can then retarget them with more product-focused messaging, but they’ve now been introduced to your brand.
To create these types of ads, think of the things that you do on a daily basis. For example, listening to Spotify, watching Netflix, playing chess or other online games, etc. How can you incorporate these everyday concepts into your ads, so that they feel natural and less promotional?
Also, think of the memes that make you laugh while you’re scrolling through different social platforms. Can you create versions of these that are related to the problem your company solves?
Here are a few examples we made for inspiration:
P.S. If you want more examples, check out my Sexy Ads Library, which contains over 300 of my favorite ads.
Tip #6: Steal from the greats
As Pablo Picasso once said, “Good artists copy, great artists steal.”
Lately I’ve been diving into B2C ads to find inspiration for B2B, from companies like Porsche, Land Rover, McDonald’s, etc.
It’s extremely hard to create amazing ads if you’re starting with a blank canvas.
Here are a few great examples:
P.S. I’ll be dropping a new library on my LinkedIn soon with tons of B2C examples, drop me a follow to be the first to see it.
Tip #7: Use powerful hooks
To perform well, your ads need to have powerful hooks.
In other words, you need to give your prospects a very specific reason to take action.
Are you offering an incentive to take a meeting, such as a gift card, free lunch, or free coffee?
Are you sharing a company resource, such as ad credits, a price promotion, or a software add-on?
Are you providing knowledge, in the form of a consultation, an audit, a workshop, etc.?
If you don’t give your prospects an obvious reason to take action, they probably won’t.
P.S. The hooks with the highest conversion rates are typically ones related to your unique company knowledge and resources. Check out a great example from Google below…
And this great visual from Cognism, making a joke about gift card ads.
P.S. Don’t get discouraged if your offer isn’t working the first time around – most companies have to experiment with multiple approaches before they find one that works. And when you do, it’s your main driver of new business for the next 5 years.
Tip #8: Take up as much space as possible
Ads that take up more space on the screen are more likely to stop the scroll, and typically perform better.
On LinkedIn Ads, square images (1200X1200) usually perform much better than rectangular images (1200X628).
Test vertical images (628X1200) that only appear on mobile too.
This ad we made got a CTR in the 2%+ range on LinkedIn, with a CPC in the $3-6 range.
This tip also applies to Google Ads. Make sure you’re using ad extensions to take up more space on the SERP and increase the chances of getting a click.
P.S. If you’re curious about the ad specs you can use across different platforms, check out this comprehensive guide.
Tip #9: Speak like a human
When you’re writing ads for social, make sure you don’t sound like a company.
Be human – friendly, silly, colloquial, personable.
You’re literally on a social media platform… be sociable.
Influencers have all the power these days, because people want to hear from real individuals with a real personality.
So if you want people to listen to you, you need to sound like a human.
These ads we made follow that exact tone, and it’s much nicer to read.
P.S. Some companies have a more professional and corporate tone of voice, but that doesn’t mean you can’t be clear and straight to the point. There are ways of sounding human, without being cheeky.
Tip #10: Stay in tune with what your customer wants
Even if you follow tips 1-9, you’ll still fail if your story is crap.
The world is constantly changing. Over time, the problem you solve may stop being a problem. Or another company may solve it for a fraction of the cost.
When these changes happen, you need to update your product and story in order to stay relevant.
To verify that the problems you solve are important, talk to your customers and interview companies in your ICP that aren’t working with you.
- How much of a problem is XYZ to you?
- Are you currently solving XYZ problem?
- How are you solving it?
- Be honest, would you use our product to solve it?
- If not, why?
- Do you use another company to solve this problem instead?
- How much do you pay them?
Asking these questions will help you verify that your product and story make sense.
Pro tip: In addition to qualitative feedback from customer interviews, you can ask your G2 rep for an export of all your reviews and upload it into ChatGPT. Then, you can ask ChatGPT to identify the top pain points and benefits that are mentioned, which will help you further understand the problems your company solves.
Hope you found this article helpful!
Feel free to reach out on LinkedIn with any questions.
Resources for mastering B2B advertising
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We believe every marketer should know how to scale paid ads so they can:
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People Also Ask
What are the key elements to consider when creating B2B ads that drive conversions?
Effective B2B ads require clear messaging that addresses the specific problem your company solves, simple language free of jargon, concise content, attention-grabbing visuals, and a human tone that resonates with your target audience. 
How can I ensure my B2B ad stands out visually to capture attention?
Utilize compelling visuals that align with your message and consider incorporating movement, such as GIFs, to draw attention. Ads that don’t resemble traditional advertisements can also increase engagement by appearing more organic in users’ feeds. 
Why is it important to avoid complex language and acronyms in B2B ads?
Using simple language ensures your message is easily understood, broadening your ad’s appeal and effectiveness. Avoiding industry jargon and acronyms prevents confusion and keeps the focus on the value your solution provides. 
How can I create a compelling hook in my B2B ad to encourage action?
Offer clear incentives or unique value propositions that address your audience’s needs or pain points. This could include special offers, exclusive insights, or highlighting unique features that set your solution apart. 
What role does understanding the customer’s problem play in crafting effective B2B ads?
A deep understanding of the customer’s problem allows you to tailor your messaging to demonstrate how your product or service provides a solution, making your ad more relevant and persuasive.
10 Tips to Align Your Content and Paid Media Strategy
Over the past decade, I’ve led content marketing for multiple B2B SaaS companies, and I’ve noticed a common problem:
Content marketers and performance marketers rarely communicate.
This leads to inconsistent targeting, positioning, and messaging, which ultimately leads to lackluster results.
If you want to hit your revenue targets, your content and paid media strategies need to be part of the same equation, not completely separate entities.
Below are my top 10 tips on how to get aligned with your content team.
TABLE OF CONTENTS:
- Tip #1: Don't Create "Ads"
- Tip #2: Repurpose the content you already have
- Tip #3: Use paid media to guarantee distribution
- Tip #4: Have a clear POV
- Tip #5: Make sure you have consistent messaging
- Tip #6: Don't be afraid to be different
- Tip #7: Leverage user-generated content
- Tip #8: Share the right content for the right stage of the customer journey
- Tip #9: Leverage retargeting
- Tip #10: Be willing to adapt and change as you learn
Tip #1: Don’t Create “Ads”
It’s easy to fall into the trap of researching the ads of your competitors and trying to mimic them. Or creating ads with a preconceived idea of what an ad should look like.
But at this point, we’re all hardwired to scroll past the ads in our feed.
Ironically, in order to stop the scroll, your ads have to blend in with other organic content.
If you create great organic posts that are educational, memorable, and enjoyable, they’ll probably also perform well as ads.
Tip #2: Repurpose the content you already have
Are there carousels, newsletters, or podcasts that have performed well for you in the past?
Revisit this content.
Why do you think it performed well? How can you remix it to extend its longevity?
One caveat here: Just because something has performed well in the past doesn’t mean you should run it as an ad.
For ads, I recommend repurposing the content that has performed well AND:
- Has a clear POV
- Is consistent with your other content themes
- Is related in some capacity to what your company does
Otherwise, you may end up confusing your audience.
Tip #3: Use paid media to guarantee distribution
We need to stop seeing paid media as something separate from content.
Great ads are just incredible content with guaranteed distribution to the right people.
If you’re running ads, make sure you’re constantly talking to the content marketers on your team to understand what’s working.
What pieces of content are getting the most engagement, communicating important messages, or telling valuable stories?
Is there an opportunity to put money behind this content?
It’s hard to create winning ads if your team is working in silos.
Tip #4: Have a clear POV
There are so many ads that feel and sound the same.
Even if they're creative, they don’t feel different because they lack a unique POV.
What’s the core idea that you want to communicate to your audience?
How is your perspective or approach different from that of every other company?
If you’re not communicating this, your audience will forget about you almost immediately.
P.S. Don’t be afraid to have a slightly more controversial POV, as long as it makes sense for your brand. Sometimes, taking that risk is necessary in order to be memorable.
Tip #5: Make sure you have consistent messaging
When it comes to messaging, you shouldn’t be throwing spaghetti at the wall.
Instead, you should be repeating yourself constantly. Sharing your core message in different ways so that people can easily understand what you do.
A lot of marketers are afraid of repeating themselves. But in order for you to be known, liked, and trusted at scale, repetition is essential.
If you think of the brands that you trust, you’ve probably heard their core message millions of times, maybe without even realizing.
Tip #6: Don’t be afraid to be different
In order to succeed, you need to be interesting, and do things that other companies aren’t doing.
There’s so much noise these days.
If you’re running ads, everybody else is.
If you’re creating content, everybody else is.
So, ask yourself, what can you do that’s different?
Why should prospects pay attention to you instead of other companies in your space?
Look at what everybody else is doing. Is there an opportunity for you to do the opposite?
You have to be willing to take calculated risks in order to stand out.
Tip #7: Leverage user-generated content
User-generated content is a powerful and underutilized tactic to build trust with your prospects.
Do you have video testimonials or celebratory screenshots from your clients?
This is great for both organic content and ads.
Having testimonials from real people comes across as more authentic than the standard G2 reviews that everyone else uses.
P.S. I know it can be nerve-wracking to ask for testimonials, but I’ve found that clients are usually happy to help – all you have to do is send a simple email or LinkedIn DM. And if you work at a larger org, you can talk to your customer advisory board, or ask your sales or CS team to make the ask.
Tip #8: Share the right content for the right stage of the customer journey
A lot of companies make the mistake of promoting the same content to every single prospect, without considering what stage of the buyer’s journey they’re in.
If someone’s already heard of your brand and interacted with your company multiple times, they’ll likely want to learn more about your product features, and may even be interested in a demo.
But if someone has never heard of you before, they probably won’t be interested.
If you’re targeting a completely cold audience, your priority should be to educate them about the problems you solve, not to generate conversions right away.
The reality is – especially in B2B – the demos you get now are a product of the work you did 6 months ago.
P.S. There are no shortcuts when it comes to building trust. Sure, you can use an intent provider and target people who are technically in-market, but typically, even those people need to see more content before requesting a demo.
Tip #9: Leverage retargeting
By retargeting, I don’t mean offering a demo to every single person that has interacted with your brand.
A lot of people in your retargeting audiences won’t be ready for a demo yet.
But they might be interested in attending your event or joining your webinar. Or they might want to learn more about your product, hear from your thought leaders, see testimonials from similar companies, etc.
What interactions have the people in your retargeting audience taken?
Based on these actions, what type of content do you think they’d be most interested in seeing?
It’s important to do this exercise to create a positive experience for your prospects.
If all you do is offer demos they’ll get tired of you pretty quickly.
Pro tip: Think of your retargeting audience as a newsletter that prospects didn’t opt into. Just like a newsletter, you need a mix of different content to grow the trust of your audience over time.
Tip #10: Be willing to adapt and change as you learn
In both content and advertising, it’s important to create a strategy that’s firm but flexible.
It’s great to have a general plan in place, but it shouldn’t be an immovable object.
You have to be willing to adapt based on your audience’s response.
Are there certain messages that are resonating more?
Are there certain formats that are performing better?
Are there certain audience segments that are expressing more interest in your product?
Based on this feedback, you may have to modify your approach.
Hope you found this article helpful!
Feel free to reach out on LinkedIn with any questions about content strategy or distribution.
Resources for mastering B2B advertising
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 we timed it 😂)
People Also Ask
Why is it important to align content marketing with paid media efforts?
Aligning content marketing with paid media ensures consistent messaging, maximizes reach, and enhances engagement by delivering valuable content to the right audience at the right time. This synergy leads to more effective campaigns and better return on investment. 
How can repurposing existing content benefit a paid media strategy?
Repurposing high-performing content, such as carousels, newsletters, or podcasts, extends its longevity and leverages proven engagement. By remixing successful content, you can maintain audience interest and ensure consistency across channels. 
What role does having a clear point of view (POV) play in content and paid media alignment?
A distinct POV differentiates your brand and makes your messaging memorable. Communicating a unique perspective helps your audience understand how your approach stands out from competitors, fostering stronger connections and recall. 
Why is consistent messaging crucial across content and paid media channels?
Consistent messaging reinforces brand identity and ensures that your audience receives a unified narrative, regardless of the platform. Repetition of core messages builds trust and aids in brand recognition, making your campaigns more effective. 
How can leveraging user-generated content enhance a paid media strategy?
Incorporating user-generated content adds authenticity and social proof to your campaigns. It showcases real customer experiences, building trust and encouraging engagement from potential clients who see relatable success stories.
10 Tips to Make LinkedIn Ads Work for B2B SaaS
Over the past few years, I’ve helped dozens of B2B SaaS companies develop their LinkedIn Ads strategy.
Below, I’ll be sharing ten tips that I always give to my own clients, and that will significantly increase your chances of success with LinkedIn Ads 👇
TABLE OF CONTENTS:
- Tip #1: Research Your Customers
- Tip #2: Define Your Targeting
- Tip #3: Distribute Your Content
- Tip #4: Repurpose Your Content
- Tip #5: Test Lead Gen alongside ungated content
- Tip #6: Capture Demand With Retargeting
- Tip #7: Use Text and Spotlight Ads
- Tip #8: Leverage your SMEs for thought leader ads
- Tip #9: Set up the right tracking combination
- Tip #10: Make a commitment of at least 6 months
Tip #1: Research Your Customers
As a marketer, it can be challenging to fully understand your customers, especially since you’re not in direct contact with them.
In order to gain a better understanding, it’s a great idea to watch 3-5 sales calls, recommended to you by the Head of Sales.
Analyze how your sales team is presenting the product to make sure your messaging is aligned.
In addition to this, you can pull transcripts and summaries from hundreds of calls and have ChatGPT develop a content matrix and empathy map for you, summarizing the top pain points of your prospects.
Here is a templatized example of the outcome. ChatGPT can pull it out in this format based on the call summaries and give you a good foundation of commonalities for different prospects.
Once you’ve identified the top pain points and topics with the help of ChatGPT, send them over to a few people on your sales team to validate them. It can be very subjective but can help you to ensure that you haven’t missed any important nuances.
Tip #2: Define Your Targeting
Next, define your targeting.
What job titles, job functions, industries, and company sizes do you want to target?
Once you’ve drafted your audiences, you can share and refine with your stakeholders.
To start out, you can use a simple targeting combination such as Job titles + Company Sizes + Industries.
If your audience is too small using only job titles, you could substitute for Job Function + Seniority + Skills.
A few additional notes:
1. Make sure to check the audience insights section of LinkedIn Campaign Manager to find exclusions that you could potentially make. (video walkthrough)
2. If you have multiple personas, make sure to separate them into different campaigns so you can tailor your messaging.
3. There is no ideal audience size on LinkedIn Ads – small audiences of 10K can work well and larger audiences of 100K can also work well. Start by targeting your ideal customers, and you can expand over time.
Recommendation: Use a validated company list for better targeting and reporting.
Tip #3: Distribute Your Content
Once you’ve set up your audience, the next step is to distribute content towards them.
I highly recommend optimizing your ads for in-feed consumption – talk about the problems you solve directly in your ad copy.
This way, even if people don’t visit your landing page right away, they’ll still be learning about your company and can be retargeted later down the line with a more bottom of funnel offer.
Videos are a particularly great format for delivering these in-feed messages, and they also allow you to generate large retargeting pools.
When you run these ads, look at your impressions and views to make sure that you’re reaching your ICP. And check your engagement rate and dwell time metrics to ensure that the content is resonating.
Don’t expect demos or trials right away – the goal of these ads is to start generating some initial interest.
Tip #4: Repurpose Your Content
Do you have any great podcast or webinar clips related to your solution?
Has anyone on your team created a product demo walkthrough recently?
Do you have any customer testimonials from recent events?
This type of content can be easily repurposed for ads, and is great for both generating and capturing demand.
Before you start creating new content, look at the content that you already have.
Tip #5: Test Lead Gen alongside ungated content
I know lead gen is an unpopular strategy, but it can be a great approach to run lead gen campaigns alongside ungated content.
If you’re getting leads from incredible people within your ICP, you can show that to your stakeholders as proof that you’re reaching the right audience, and this can help you get approval to run more ungated content.
I don’t recommend lead gen as a standalone tactic, but it can be a solid way to get some initial results and build your retargeting audiences, while also validating the quality of your targeting.
Tip #6: Capture Demand With Retargeting
On LinkedIn, lead gen forms aren’t just for content like ebooks and whitepapers.
They’re also great for capturing demo requests.
The benefit of using lead gen forms is that people don’t have to leave the LinkedIn platform to request a demo, so it helps to simplify the process.
To start, I recommend running these ads to your retargeting audience, since people who have already interacted with your brand are the most likely to convert.
Also, when it comes to these demo campaigns, don’t be discouraged if you don’t see success right away.
In order to succeed, you need to test different types of messaging, different content, and different creatives until you find the right formula.
Another word of advice: Make sure you refresh the creatives in your retargeting audience at least once a month. Retargeting audiences tend to be small and have very high frequencies, so you may see signs of ad fatigue if you don’t refresh your creatives consistently.
Tip #7: Use Text and Spotlight Ads
Text and spotlight ads are an amazing and affordable way to stay top of mind with your retargeting audiences.
They’re very small and usually appear on the right side of the feed, and they get a ton of impressions but very few clicks.
I recommend setting these ads up with the website visits objective, so that you only pay when someone actually clicks.
Also, I recommend setting the lowest bid you can possibly set, along with a bid cap to avoid overpaying for clicks.
Another format to consider are follower ads, which are very similar to spotlight ads, but intended to drive more company page followers. This format is great for your colder audiences, and can help funnel your ICP into your organic audience for a longer term nurture.
You can use this template to draft the ad copy with ad specifications. You can also use dynamic macros in follower ads.
Tip #8: Leverage your SMEs for thought leader ads
If you have a founder or subject matter expert that’s active on LinkedIn, consider running their posts as thought leader ads.
Thought leader ads are great because:
1. They have high CTRs and very low CPCs compared to other formats
2. They allow you to get high-performing organic content in front of your ICP
Customer stories and educational content related to the problem you solve typically perform well as thought leader ads.
I’d avoid overly promotional and generic, AI-generated content – you want to distribute content that’s memorable and valuable to your ICP.
For more thought leader ad ideas, check out 14 Powerful LinkedIn Thought Leader Ad Strategies Worth Testing.
Tip #9: Set up the right tracking combination
There is no perfect tracking combination, but you do have to make sure that you’re collecting enough data to understand what’s happening inside your account.
First of all, you can track online conversions, like form submissions on your website. Then, you can also set up conversion API to have a deeper understanding of which campaigns are turning into pipeline and revenue.
Also, make sure you’re using UTM parameters — it’s much easier now because LinkedIn has dynamic UTM parameters — and pushing them into your CRM for full visibility.
And add “How did you hear about us” into your high-intent forms to capture additional insights about the sources that indirectly influence the prospects.
Just by having these basics in place, you should already have a solid understanding of what’s happening inside your account.
If you want even more insights on which campaigns and ads are influencing pipeline, you could use a tool like Fibbler to look at multi-touch attribution.
Tip #10: Make a commitment of at least 6 months
If you’re going to get started with LinkedIn Ads, make sure you make a commitment of at least 6 months.
Once you have your audience, targeting, messaging, and content ready to go, you need to decide what your game plan will be and how much budget you need.
How much money will you need to generate awareness within your cold layer?
How will your retargeting audiences expand over time?
What metrics will you look at to determine initial success? Maybe reach and engagement as leading indicators, and conversions as a lagging indicator?
Present a clear plan to your stakeholders so that they know what to expect and are on the same page. Also, emphasize that success won’t happen overnight, and that it takes time and patience to start seeing results.
Hope you found this article helpful!
Feel free to reach out on LinkedIn with any ad-related questions.
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People Also Ask
What budget allocation strategies should I use for LinkedIn Ads to maximize ROI?
Consider allocating budgets based on campaign objectives, such as lead generation, brand awareness, or engagement. Use test campaigns to identify high-performing audiences and scale your investment in those areas.
How do I create LinkedIn Ads that effectively nurture leads through the sales funnel?
Use a multi-step approach by running awareness campaigns to introduce your brand, followed by engagement ads that highlight pain points, and finally conversion-focused ads with clear CTAs for demos or trials.
What are the best LinkedIn ad formats for driving B2B SaaS conversions?
Explore formats like Lead Gen Forms for collecting information, Carousel Ads for showcasing multiple features, and Sponsored InMail for direct and personalized messaging to high-value prospects.
How can I use LinkedIn retargeting to improve campaign performance?
Set up retargeting audiences based on website visits, video views, or previous ad interactions. Tailor your messaging to re-engage these prospects with personalized offers or content.
What are some common pitfalls to avoid when running LinkedIn Ads for B2B SaaS?
Avoid overly broad targeting, neglecting to optimize ad creatives, underutilizing LinkedIn’s advanced audience features, and failing to test different campaign approaches for continual improvement.
10 B2B SaaS Copywriting Tips for Better Ad Performance
I don’t need to be the one to tell you this, but B2B tech companies have it hard when it comes to getting their advertising to perform.
They’ve got complicated products. And sophisticated audiences (who are all but totally allergic to buzzwords and fluff). And together, they make communicating your company or product’s value super hard.
Having helped countless B2B companies over the past 9 years I’ve learned more than a thing or two about writing copy for these companies.
And today I’m sharing with you my top 10 copywriting tips – tips you can use right away (literally, try them out after you finish reading this) to evaluate your existing ad campaigns and improve their performance, stat.
TABLE OF CONTENTS
- Tip #1: Sell The Click, Not The Product
- Tip #2: Take Something Out Of Your Ad Instead Of Putting More In
- Tip #3: Write First, Edit Later
- Tip #4: Remember How People Interact With Ads
- Tip #5: Use The Slippery Slope
- Tip #6: Don’t Be Afraid to Try Long Copy
- Tip #7: Try to Use Your Voice of Customer As Much As Possible
- Tip #8: Clear Before Clever
- Tip #9: Tie Benefits Back to Something Realistic
- Tip #10: Make Sure Your Copy Passes the “So What” Test
Tip #1: Sell The Click, Not The Product
The first tip is more of a mindset shift: remind yourself that your ad is selling the click, not the product (as a whole).
Prospects don’t see your ad in isolation. They see it in the context of everything else that happens throughout their day, AND in the context of everything else they see on LinkedIn, Google, Facebook or whichever platform your ad is served to them. So unlike an ecom ad, the goal of your ad here is to build excitement and anticipation. You want your prospect to be inspired enough to click on the ad and go where they can learn more about what you have to offer.
This still applies even if you’re providing a free trial, or something else that is free.
Because if you have an average contract value of $50,000-$100,000/year your prospect is NOT going to click on your ad and buy right away.
Instead focus on giving the prospect something – a tip, an idea, an emotional twinge – that will motivate them to click.
This could be through:
- The messaging you use (make sure you’re talking about how you solve business problems, not just “hey our product is really cool”)
- The type of call-to-action (CTA) (making sure it’s not too pushy for people who didn’t know you existed until now)
- The visual in your ad creative (making sure it hits an emotional soft spot)
Remember: You can always go into more depth on the landing page. But that won’t happen if your prospect doesn’t click through in the first place.
Tip #2: Take Something Out Of Your Ad Instead Of Putting More In
Focus on getting one really memorable takeaway across in your ad copy.
Writing copy by committee is never a great strategy and it’s easy to end up with ads that are saying so many different things that the prospect won’t take away any one thing in particular.
Let’s say your product’s main value propositions are: it’s fast, it’s easy to use, and it saves money.
Instead of stuffing all of that information into the same ad, I would write 3 variations:
- Ad Variation 1: Fast
- Ad Variation 2: Easy
- Ad Variation 3: Saves Money
Test each message separately so you can see which performs better AND so the prospect can remember your core value proposition.
Pro tip: you can say the same message 1,000 different times or more by repurposing the way you communicate that message to the market through different creatives, ad types, and copy.
Tip #3: Write First, Edit Later
There are so many times when we sit down to try to write an ad and it’s really hard.
First get all your thoughts, ideas, and concepts out in a document, then let it sit for a couple of hours, and finally go back to it with fresh eyes.
If you just try to write it in one session it’s going to be messy and you’ll spend forever tweaking it.
The idea is that you get to write a really stupid first draft. But you KNOW that it’s going to be bad. So that gives you the chance to get the bad ideas out to make way for the good stuff. Your goal is to come back later to edit and make it better.
I’ve lost count of how many times my first line in the body copy becomes my headline or other parts of my copy shift places with each other because they’re better suited for a different part of the ad. But I’m only able to make these connections with fresh eyes.
Pro tip: you can use ChatGPT for brainstorming but even still you need to let the copy sit. Give yourself time to process it so you can edit it and not just run with it at face value.
Tip #4: Remember How People Interact With Ads
Each element of your ad is a part of the puzzle.
People will stop the scroll because the creative caught them. Then they'll look at the headline. Then they go up and read the body copy. And finally they go back down to the headline before clicking.
The prospect's eyes are going all over the place which means you can’t afford to have copy that’s disjointed.
The headline leads into the body copy and should support the creative. And the body copy should support the headline. All the elements have to work together.
As Eugene Schwartz once said “copy is not written, it’s assembled".
Treat each element of your ad with equal importance and make sure it makes sense when you look at it from the eyes of your prospect.
Pro tip: you can’t create ads in isolation, you need your designer and copywriter working together to ensure each variable in your ad works together (headline, body copy, creative).
Tip #5: Use The Slippery Slope
Your first line of copy should get the reader excited to read the second line. The second line should motivate the reader to read the third line. And so on. Direct marketer Joseph Sugarman calls this the “slippery slope”. It makes sure your ad is interesting to read and that the ideas inside it are easy to digest.
The best way to check and test your messaging for clarity and word choice is to read it out loud.
If you’re in the middle of a sentence and you paused for breath, you should place a period. That will help your sentences flow more naturally one into the other.
Tip #6: Don’t Be Afraid to Try Long Copy
I have a bone to pick with people who say “nobody reads online!” Because of course they don’t – if they don’t have something interesting to read.
People binge on Netflix series, video games, novel trilogies, and more for hours in one go.
When you have people's attention you can keep sharing with them new details. But you have to earn their attention, first. (Which won’t happen with clickbait.)
What can you give them in your ad that will make them feel they got value from this interaction, no matter how fleeting it was?
- Did they learn something new?
- Did you make them feel something?
- Did you make them think for a second?
If you can do at least one of those three things you’ll earn their attention.
It’s hard to do this in 150 characters which is why long form copy is so powerful.
Don’t be afraid to push up until that 600 character limit if needed.
Long copy will also lead to a greater dwell time and provide so much more context and opportunity for you to build motivation so they have a reason to click through.
The takeaway here is that people will read your long form ads if it’s interesting to them. But they won’t read even short copy if it’s terrible.
Side note: When writing ad copy I create 2-3 variations for the headline and the body, usually testing out different lengths (short vs long).
Here’s my simple but effective copywriting template I use in Google Docs:
LinkedIn ads template | Eden Bidani
Pro tip: it’s easy for ads to get stuck in the same creative loops, don’t forget to brainstorm new creative concepts to test.
Tip #7: Try to Use Your Voice of Customer As Much As Possible
If no one in the product marketing or CS team is interviewing your customers do this ASAP.
Get on a call with them and ask them questions such as:
- How do you use the product?
- What is the impact of your product?
The goal here isn’t to get testimonials, it’s to understand how your customers talk.
You’ll walk away knowing the benefits that matter to them and challenges.
I’d also recommend talking with sales and asking them what are the top customer objections that prospects say and exactly how they describe it.
Using the same words and language your customers use allows you to communicate in their voice.
These insights are so powerful that not even ChatGPT can brainstorm this for you.
For example I used to work with a company that created $700 work bags and I interviewed a customer that mentioned she used to carry around a “mom bag”.
What did she mean by that? “A shapeless, old ugly bag.”
That word “mom bag” is so unique and reflective of the voice of our customers that using that in our landing page copy instantly resonated and resulted in tremendous lifts in conversion rates.
Five customer interviews can be all it takes.
Tip #8: Clear Before Clever
Jay Abraham once said sometimes the easiest way to sell a horse is to say “horse for sale”.
You have a fleeting moment with your prospects engaging with your ads.
So even if you have to use specific, complicated terms (for your sophisticated audience) you need to focus on making your copy as clear as possible.
For example, try to simplify your language as much as possible. Yes, this might result in you using less voice of customer, or using a different brand tone of voice, and other elements of your messaging. But clear will always convert best.
Consider the words you are using and find synonyms that imply the same meaning with less cognitive load.
John Carlton refers to these as “power words” for example:
Sometimes you want to say fast but you should be saying swift.
Swift implies a very different connotation than fast.
It’s a whole different level of sophistication above “fast” but it’s still a simple word.
How would you say this same thing to a friend? Is a great frame to have.
Remember to avoid complicated and overdone words like omnichannel 🤮
Tip #9: Tie Benefits Back to Something Realistic
Everyone LOVES to talk about benefits – think: “Grow your business!”, “Transform your workplace!", “Win more customers!”, or “Optimize your life…!” 🙄
It’s not that it’s not true. They are. But they’re just so high-level and vague people struggle to grasp them. You need to tie them back to something tangible – something realistic that your prospects identify with. Otherwise, they just come off as fluff.
So make sure the claims you make in your ads are specific. And even better, back up your claims by connecting them to a feature or capability of your product.
Take the step to connect your benefits back to something realistic.
Pro tip: even better than talking about how your benefits connect to something realistic, SHOW PROSPECTS HOW this happens with supporting images or videos.
Tip #10: Make Sure Your Copy Passes the “So What” Test
You should be totally skeptical about your copy (just like prospects will be).
People aren’t stupid — even if they fall victim to clickbait they will bounce from your landing pages.
Every time you look at your copy ask yourself so what? And pick it apart to see where it’s fluff.
Sit back and look through to see where you’re missing proof points or what can be removed.
You’ll be able to find all those tiny things that will throw people off reading your ads.
At the end of the day your audience will look at the total sum of your ad (headline, body copy, creative) and if there are elements out of place such as:
- Run on sentences
- Improper formatting
- Typos and obvious errors
All of these details will affect whether the audience feels they can trust you with their click.
So what allows you a third person frame to find what looks off, and what can be stronger.
Pro tip: search for free ad mockup software on Google to find tools you can use to see what your copy will look like to your audience within the platform you’re advertising.
Hope you found this article helpful! 👏
Connect with me on LinkedIn and let’s keep the conversation going.
And if you’re in need of copywriting assistance check us out at CAPE Agency.
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People Also Ask
How can I effectively measure the success of my B2B SaaS copywriting efforts?
Utilize key performance indicators (KPIs) such as conversion rates, click-through rates (CTR), and engagement metrics to assess the effectiveness of your copy. A/B testing different versions of your copy can also provide insights into what resonates best with your audience.
What are the best practices for aligning copywriting with the buyer’s journey in B2B SaaS marketing?
Tailor your copy to address the specific needs and pain points of your audience at each stage of the buyer’s journey—awareness, consideration, and decision. This ensures that your messaging is relevant and persuasive throughout the customer lifecycle.
How can I incorporate SEO strategies into my B2B SaaS copywriting to improve search visibility?
Conduct thorough keyword research to identify terms your target audience is searching for. Integrate these keywords naturally into your copy, including headings, meta descriptions, and body text, to enhance search engine optimization (SEO) without compromising readability.
What role does storytelling play in B2B SaaS copywriting, and how can I implement it effectively?
Storytelling helps humanize your brand and makes complex concepts more relatable. Incorporate customer success stories, use cases, or hypothetical scenarios that demonstrate the value and impact of your solution in real-world applications.
How can I ensure my B2B SaaS copywriting maintains a consistent brand voice across different platforms and materials?
Develop a comprehensive style guide that outlines your brand’s tone, language preferences, and messaging guidelines. Ensure all team members and stakeholders adhere to this guide to maintain consistency across all marketing channels and content.
How to Create LinkedIn Audiences that Convert
Sometimes, LinkedIn Ads fail due to poor creatives, messaging, or offers.
But many times — and in my experience, most of the time — the problem is actually the audience.
If you aren’t reaching your ICP, it’s almost impossible to drive conversions.
After running LinkedIn Ads for many hypergrowth startups, I’ve developed a methodology to ensure that I’m getting in front of the right people and minimizing wasted spend for my clients.
I’ll be breaking down my entire process below 👇
TABLE OF CONTENTS
- Step 1: Define your ICP
- Step 2: Brainstorm your targeting
- Step 3: Draft your audiences in LinkedIn Campaign Manager
- Step 4: Refine your audiences
- Step 5: Adjust based on insights
- Conclusion
Step 1: Define your ICP
If you’re taking over a new account and don’t have any audiences yet, here’s where I recommend starting:
1. Explore the website to get some initial ideas on the target job functions and industries of your personas.
2. Talk to your clients. Are there certain industries, company sizes, job titles, or job functions that have historically driven more revenue?
3. Listen to demo calls to gain a deeper understanding of a) what pain points their product solves and b) who resonates most with these pain points
Step 2: Brainstorm your targeting
Once you have a strong understanding of your ICP, it’s time to look at the targeting options available within LinkedIn Ads.
To do this, you can make a copy of this LinkedIn persona database sheet, which contains all the job titles and industries available within LinkedIn Campaign Manager.
If you want to target IT professionals, for example, you can add the filter Text contains “Information Technology”, and you’ll find all 389 IT-related job titles that are available.
Based on these results, you can determine exactly what job titles (or job function + seniority) you want to target.
Also, by looking through the industries tab, you can define the industries you want to reach in your campaigns.
Pro Tip: LinkedIn’s industry categorization can be a bit confusing. If you aren’t sure what industries you should be targeting, look up your best-fit customers on LinkedIn. What industries are they in? These are likely the ones you should be targeting.
Step 3: Draft your audiences in LinkedIn Campaign Manager
Once you have a solid understanding of your ICP and the job titles and industries you want to go after, you’re ready to go into LinkedIn Campaign Manager and create your audiences.
Here’s how you do it:
1. Navigate to the audiences tab, on the left hand side of LinkedIn Campaign Manager.
2. Go to “Saved”, and then click on “Create Audience”
3. Click on “Edit” and input your targeting criteria.
4. Apply your targeting criteria (in the bottom right corner of your screen)
5. Save your audience so you can come back to it later. You can do this in the top right corner of your screen.
Here are the top 3 audiences that I’ve seen the most success with for capturing demand (feel free to steal or adapt to your company’s needs)
1. Remarketing
90-day Website Visits + 90-day Video Views + 90-day Single Image Ad Interactions + 90-day Company Page Visitors + 90-day Content Lead Gen Form Submissions
AND
Target Locations
AND
Target Job Titles (Substitute for Job Function and Skills if audience is too small)
***Typically I like to go with a 90-day window, but you could go with a longer 180-day window if you have a longer sales cycle.
2. Tier 1 & Tier 2 Accounts
Tier 1 & Tier 2 Account Lists
AND
Target Job Titles
AND
Target Company Size
AND
Target Locations
3. Open opportunities
Companies in the open opportunity phase
AND
Target Job Titles
AND
Target Locations
Step 4: Refine your audiences
Now that you’ve drafted your audience, you’re almost ready to launch, but not quite.
Before going live, it’s important to refine your audiences by making exclusions.
Otherwise, you’ll end up wasting money on irrelevant people.
Here’s how you do it:
1. Access the saved audience you already created
2. Refine the Audience
Look at the “Member” and “Company” sections of your audience for exclusion ideas.
In the member tab, you can see what job titles, job functions, and seniorities you’re targeting.
For example, if you’re aiming to target the IT job function and 21% of your audience consists of Engineering or Military, you might exclude these irrelevant functions.
In the company tab, you can review what industries, company sizes, and companies you’re targeting.
For example, if you’re aiming to target FinServ and realize that 13% of your audience is in Hospitals and Healthcare, you may want to exclude it from your targeting.
Go through all available options in your saved audience and refine as much as possible.
Once you’re happy with the exclusions you’ve made, you can add this audience to your campaigns.
Here are the top exclusions that I typically make to avoid wasted spend (feel free to use as inspiration)
1. Irrelevant Industries
2. Irrelevant job functions
3. Irrelevant seniorities
4. Up-to-date list of customers and competitors
5. Current employees
6. People who have visited the login or support pages
7. Poor fit titles (ie students, teachers, retired, interns, analysts)
8. Company sizes outside of ICP
9. People who have recently filled out demo forms
Step 5: Adjust based on insights
After making exclusions and launching your campaigns, your work isn’t finished. In order to be successful with LinkedIn Ads, you need to continually check and adjust your targeting.
To do this, make sure you look at your demographics report on a weekly basis.
This can be found in the top right corner of LinkedIn Campaign Manager. To access it, simply select your campaign and click on “Demographics.”
Now, you’ll be able to see the job functions, job titles, companies, industries, seniorities, etc. that your campaigns are reaching.
Look through all of these insights – are the people you’re reaching closely aligned with your intended targeting?
Are there certain job titles, functions, companies, industries, etc. that you want to exclude?
Doing this exercise may seem tedious or insignificant, but these small details are often the difference between success and failure.
Conclusion
To summarize, if you want to generate conversions on LinkedIn Ads:
1. Make sure you get extremely clear on who you want to target.
2. Consider testing proven targeting combinations, such as retargeting, tier 1 and tier 2 accounts, and open opportunities.
3. Audit your audiences in LinkedIn Campaign Manager and make all the necessary exclusions to avoid wasted spend.
4. After launch, consistently check your demographics report and adjust your audiences as needed.
P.S. If you have any questions and would like to get in touch, feel free to send me a message on LinkedIn
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People Also Ask
How can I effectively measure the success of my LinkedIn ad campaigns in terms of audience engagement and conversion rates?
Utilize LinkedIn’s Campaign Manager to monitor key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and cost per conversion. Implement LinkedIn’s conversion tracking to assess how many ad interactions lead to desired actions, providing insights into campaign effectiveness.
What are the best practices for refining audience targeting to minimize wasted ad spend on LinkedIn?
Leverage LinkedIn’s advanced targeting options, including job titles, industries, company sizes, and seniority levels, to align your ads with your ideal customer profile (ICP). Regularly analyze campaign data to identify underperforming segments and adjust targeting parameters accordingly to optimize ad spend.
How can I utilize LinkedIn’s audience insights to enhance my ad creatives and messaging?
Analyze demographic data and engagement metrics to understand which audience segments interact most with your ads. Tailor your ad creatives and messaging to resonate with these segments, addressing their specific pain points and interests to increase relevance and engagement.
What strategies can I employ to test and optimize different audience segments on LinkedIn?
Implement A/B testing by creating multiple ad variations targeting different audience segments. Compare performance metrics to determine which segments yield the highest engagement and conversions, and allocate more resources to the top-performing audiences.
How can I integrate LinkedIn audience targeting with other marketing channels for a cohesive strategy?
Align your LinkedIn audience targeting with other platforms by creating consistent buyer personas across channels. Use LinkedIn’s Matched Audiences feature to retarget website visitors or upload contact lists, ensuring a unified approach that reinforces your marketing messages across different touchpoints.
How to get LinkedIn-like Targeting with YouTube Ads for B2B
LinkedIn has hands down the BEST targeting options available for B2B marketers.
Which leads most brands to only advertising on LinkedIn and not much else for social.
If you’re looking for a new channel to scale ABM and/or reach your ideal customer.
In this article you’ll learn 3 YouTube Ads targeting methods worth testing 👇
TABLE OF CONTENTS:
- Targeting option 1: Steal from LinkedIn
- Targeting option 2: Leverage tech
- Targeting option 3: Build custom audiences
Targeting option 1: Steal from LinkedIn
Let’s face it LinkedIn is the BEST for account-based targeting.
The first-party company data they have is unmatched and updated regularly.
This is why 99% of B2B marketers are forced to advertise on LinkedIn.
If you’re pushing a ton of site traffic from LinkedIn Ads and confident in your audience targeting.
Steal that LinkedIn Ads traffic by remarketing to them on YouTube! 🔥
Build a retargeting audience using utm_source = linkedin for YouTube
Or whatever your utm_source is for your LinkedIn Ad campaigns.
You can also further filter by utm_campaign if the size is large enough.
This way you’re getting in front of the same users on YouTube for a fraction of the cost.
Targeting option 2: Leverage tech
Google allows you to upload contact lists for audience targeting.
These lists can include; existing customers, sales qualified leads, leads in nurture and so much more.
As long as your matched lists exceed 100 in size you can use it for targeting or exclusion on YouTube.
Depending on your CRM (ex: Salesforce, HubSpot) there are different technologies you can use to automatically import contact lists into Google Ads for targeting.
Some of those tools include:
Hubspot <> Google Ads Integration
If you’re a Hubspot user you’re in luck!
HubSpot makes it really easy to upload dynamic audiences to Google Ads via integration.
Salesforce <> Google Ads Integration
If you’re using Salesforce this also can be done via direct integration with Google Ads.
Simply link the two tools together via the Data Manager in your account.
Zapier
Using a CRM that doesn’t have a direct integration with Google Ads?
If you’re in this bucket, I highly recommend exploring Zapier to automate your contact list uploads.
Zapier will act as the bridge between your CRM and Google Ads, here’s an example of how we automated contact lists imports from ActiveCampaign:
Targeting option 3: Build custom audiences
Fun fact! Google owns YouTube, arguably the second largest search engine in the world.
The amount of behavioural data Google has is incomprehensible 🤯
Lucky for us we can take advantage of it with custom audiences.
Custom audiences allow you target based on:
- What they searched on Google: reach the same Google searchers on YouTube for a fraction of the cost.
- Interests or purchase intention: reach people based on relevant keyword interests or in-market behaviour.
- Websites browsed: add URLs to reach people who visit similar sites.
- Apps used: target users who use certain Google Play Store apps.
Here’s 3 ways to use custom audiences for B2B targeting:
- Brand keywords of your target accounts
- Company page & LinkedIn page URLs of your target accounts
- Google Play Apps of your target accounts (if applicable)
You can also target high-intent solution keywords, and competitor names.
The opportunities are truly endless in terms of the types of keywords you can target.
Start as specific as you can and expand based on your reach.
Hope you found this article helpful!
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- Planning: Putting It All Together
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People Also Ask
How can I effectively measure the success of my YouTube Ads campaigns in reaching B2B audiences?
Utilize YouTube’s analytics to monitor key performance indicators (KPIs) such as view rates, click-through rates (CTR), and conversion rates. Implement tracking pixels and UTM parameters to assess the impact on lead generation and sales.
What are the best practices for creating engaging video content that resonates with B2B audiences on YouTube?
Develop content that addresses specific pain points and interests of your target audience. Incorporate clear messaging, professional visuals, and strong calls-to-action to encourage engagement.
How can I integrate YouTube Ads into my existing B2B marketing strategy?
Align your YouTube Ads with broader marketing campaigns to ensure consistent messaging across channels. Use insights from other platforms, like LinkedIn, to inform your YouTube targeting and content strategies.
What are the cost considerations when using YouTube Ads for B2B marketing?
YouTube Ads operate on a pay-per-view or pay-per-click basis, allowing for flexible budgeting. It’s essential to monitor spending closely and adjust bids and targeting to optimize return on investment.
How can I ensure compliance with data privacy regulations when uploading contact lists for targeting on YouTube?
Ensure that all contact data is collected and used in accordance with relevant data privacy laws, such as GDPR or CCPA. Obtain explicit consent from individuals before using their information for targeted advertising.
14 Powerful LinkedIn Thought Leader Ad Strategies Worth Testing
Everyone knows that B2B buying has changed.
People trust people more than they trust companies, making thought leadership ads more important than ever before.
If you’re looking to use thought leader ads in your LinkedIn ad strategy but aren’t sure how to get started, this article is for you.
Here are 14 thought leader ad plays and examples you can test.
Let’s jump into it! 👇
TABLE OF CONTENTS:
- Play #1: Announce new product features, integrations, and partnerships
- Play #2: Highlight the main problem your product solves + the solution it provides
- Play #3: Highlight a case study featuring your own company
- Play #4: Highlight a case study featuring one of your customers
- Play #5: Generate buzz before attending an in-person event
- Play #6: Stay top of mind after an event
- Play #7: Promote your own event
- Play #8: Promote an upcoming webinar
- Play #9: Promote your newsletter
- Play #10: Celebrate Customer Wins
- Play #11: Demo different use cases of your product
- Play #12: Share long-form content with insights that your ICP would be interested in
- Play #13: Provide practical advice based on insights from your platform
- Play #14: Leverage social proof from existing customers
Play #1: Announce new product features, integrations, and partnerships
🔑 to success: Trust your audience. Target the experts and speak to them like they’re experts. Show them all the cool things they’ll be able to achieve with your product.
Example 1: Dreamdata
Example 2: Gong
Example 3: UserGems
Example 4: Dreamdata
Play #2: Highlight the main problem your product solves + the solution it provides
🔑 to success: After prospects read your content, they should be able to clearly articulate the problem your product solves + the solution it provides. If they can’t, you need to simplify your messaging.
Example 1: Apollo
Play #3: Highlight a case study featuring your own company
🔑 to success: Show how your team is using YOUR tool to reach YOUR goals – your company can serve as its own case study.
Example 1: UserGems
Example 2: Apollo
Example 3: Sendoso
Example 4: Salesloft
Play #4: Highlight a case study featuring one of your customers
🔑 to success: Clearly articulate how you’ve been helping an existing customer achieve their goals.
Example 1: Lavender
Example 2: Loxo
Play #5: Generate buzz before attending an in-person event
🔑 to success: Use an ABM list of attendees or ABM list of companies + key job functions to make sure you’re getting in front of the right people.
Example 1: HockeyStack
Play #6: Stay top of mind after an event
🔑 to success: Have an attendee post a recap after an event so that your brand is staying top of mind in the following weeks. The idea isn’t to push your product, but to keep raising awareness within key accounts.
Example 1: Sendoso
Play #7: Promote your own event
🔑 to success: Have your event speakers announce their participation on their personal pages and boost the posts to increase overall reach. This is a win for the speakers and for your company – speakers will feel supported and your event will get more registrations.
Example 1: Gleanin
Example 2: Gleanin
Play #8: Promote an upcoming webinar
🔑 to success: Clearly highlight the value of the webinar for your audience – what will they learn by attending? Make sure to tag the speakers to generate more interest.
Example 1: Sendoso
Example 2: Copy ai
Example 3: DoWhatWorks
Play #9: Promote your newsletter
🔑 to success: Keep it simple & highlight what people will get out of subscribing.
Example 1: Motion
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Play #10: Celebrate customer wins
🔑 to success: Highlight customers when they win an award or achieve something big. This strategy provides social proof to help with prospecting efforts, but it’s also a great retention play, as it makes existing clients feel supported.
Example 1: Sendoso
Example 2: Lavender
Play #11: Demo different use cases of your product
🔑 to success: Have a senior leader – from your own company or one of your customers – educate prospects on how they can use your product to achieve their business goals.
Example 1: Dreamdata
Example 2: Clay
Example 3: Clay
Play #12: Share long-form content with insights that your ICP would be interested in
🔑 to success: Don’t tell everyone how great your product is – instead, show them the insights they could have access to if they used it. Also, make the content industry-specific. For example, content about conversion impact or email subject lines in B2B SaaS will be much more powerful than content about conversions or email in general.
Example 1: HockeyStack
Play #13: Provide practical advice based on insights from your platform
🔑 to success: Don’t provide generic advice that people have heard many times. Instead, give advice that your ICP may find surprising, and always back it up with data from your platform. This strategy is powerful because potential buyers will be grateful for the thought leader’s recommendations AND they’ll also relate the thought leader’s content to your organization (and hopefully be interested in learning more).
Example 1: Lavender
Play #14: Leverage social proof from existing customers
🔑 to success: Promote content from respected customers within your target industry highlighting the use cases and overall impact of your product.
Example 1: UserGems
Example 2: Clay
Putting LinkedIn Thought Leader ads into action
If you’re excited about thought leadership ads and want to start running them right away, here’s what I would recommend:
1. Find a few people at your organization that would be great thought leaders. They don’t need to be influencers with 50K followers – they simply need to have a deep understanding of your product and your ICP (bonus if they also enjoy writing).
2. Once you’ve selected your thought leaders, choose the top 3 strategies from this playbook that you’d like to begin with. I don’t recommend starting with all 14 strategies at once, since that could get pretty overwhelming.
3. Have your thought leaders post a few times per month and boost their content to your ICP.
That’s all you need to get started.
P.S.
If you’re starting out with thought leadership ads, I recommend using the engagement objective to build your retargeting audiences in a cost-effective way.
And if you want a complete masterclass on LinkedIn ads objectives, ad types, and bidding strategies, I highly recommend checking out this article by Ali Yildirim.
Master B2B LinkedIn Ads with these 3 Free Courses:
If you want to become a LinkedIn Ads pro, check out our free B2B LinkedIn 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 LinkedIn Ads 101 - The Ultimate Crash Course for New LinkedIn Advertisers
- Foundations For LinkedIn Ads Success
- Measurement: Tracking & Key Principles
- Targeting: Reaching Your Dream Buyers
- Ads: Mastering The 9 Ad Formats
🎯 B2B LinkedIn Ads 102 - The Blueprint for LinkedIn Ads Optimization
- Monitoring: How To Spot Performance Trends
- Auditing: How To Find The Darlings You Need To Kill
- Reporting: How To Transform Data Into Insights
- Optimization: How To Make Your LinkedIn Ads Profitable
🚀 B2B LinkedIn Ads 103 - Advanced Scaling Strategies From $25M In Ad Spend
- Concepts of Scaling
- Divide and Conquer
- Learnings From $25M+ In LinkedIn Ad Spend
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
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People Also Ask
What are LinkedIn Thought Leader Ads, and how do they differ from standard LinkedIn ads?
LinkedIn Thought Leader Ads allow companies to sponsor posts from individual profiles, such as company leaders or industry experts, rather than from the company page. This approach leverages personal connections and trust, often leading to higher engagement compared to standard company-sponsored ads. 
How can I select the right individuals for Thought Leader Ads within my organization?
Choose individuals who have a deep understanding of your product and ideal customer profile (ICP), and who are comfortable creating engaging content. They don’t need to be influencers with large followings; authenticity and expertise are key. 
What types of content work best for LinkedIn Thought Leader Ads?
Effective content includes announcing new product features, sharing case studies, promoting events or webinars, and providing practical advice based on insights from your platform. The goal is to offer valuable information that resonates with your target audience. 
How can I measure the success of my LinkedIn Thought Leader Ads?
Monitor metrics such as impressions, engagement rates, click-through rates (CTR), and conversions. Additionally, assess qualitative feedback like comments and shares to gauge how the content resonates with your audience. 
What are some best practices for creating effective LinkedIn Thought Leader Ads?
Ensure the content is authentic and aligns with the thought leader’s voice. Optimize the individual’s LinkedIn profile as it serves as a landing page for interested viewers. Use high-quality visuals, clear messaging, and include a call-to-action to guide the audience’s next steps.
10 Effective Account-Based Marketing Tactics For Modern B2B Marketers
Do you need to find out if ABM is the right approach for you & how you can get the most out of your efforts?
I had the pleasure of interviewing Brandon Alisoglu who’s achieved a 300% increase in demo bookings for B2B companies while maintaining a 50% SQL rate from ABM campaigns.
Here’s Brandon’s top 10 tips & tactics to maximize return on effort (ROE) for your ABM ads.
(In no particular order, they all matter)
TABLE OF CONTENTS
- Tip #1 - Assessing the Suitability of ABM for Your Business
- Tip #2 - Embracing the Long Game in Account-Based Marketing (ABM)
- Tip #3 - Create a Dossier of Information
- Tip #4 - Breaking Content to Audience Segmentation
- Tip #5 - Focusing on Outcomes: The "So What?" Factor in ABM
- Tip #6 - Drilling Into Personas & Messaging
- Tip #7 - A/B Testing Value Propositions
- Tip #8 - Set Aside Time to Ideate
- Tip #9 - Streamlining the Process with Templates
- Tip #10 - Don’t Skip Google
- Conclusion
- Resources for mastering B2B advertising
Tip #1 - Assessing the Suitability of ABM for Your Business
When evaluating ABM for your business, consider the nature of your target accounts and the practicality of a personalized marketing approach.
ABM is particularly effective for targeting large organizations or "whales" where the potential return justifies the extensive effort and resources required for highly tailored campaigns.
Challenges with ABM in Smaller Companies
In smaller companies, the lack of numerous distinct roles and seniority levels may limit the effectiveness of ABM strategies that rely on granular targeting and personalized messaging.
If a company is too small to segment effectively based on these criteria, the impact of a tailored ABM approach may be diminished.
ABM often involves high-ticket offerings and significant investment in marketing resources.
If the target account does not have the financial capacity or the organizational complexity, the return on investment might not be worth it.
Strategic Considerations for ABM
Evaluate potential accounts not just by their immediate size but by their strategic importance and the potential lifetime value they offer.
Consider more generalized targeted advertising strategies for smaller accounts that do not justify a full ABM approach.
These can still be effective by focusing on industry-specific pain points and solutions but do not require the level of customization and operational complexity associated with traditional ABM.
Identifying the Annual Contract Value (ACV) Benchmark
An ACV of around $20,000 is generally seen as a threshold where ABM becomes viable.
This benchmark suggests that the deal size is significant enough to warrant the detailed and personalized marketing efforts required in ABM.
Another practical measure is whether the contract value requires CFO approval.
The involvement of a CFO generally indicates that the deal is substantial enough to require careful consideration and alignment with strategic financial goals.
Tip #2 - Embracing the Long Game in Account-Based Marketing (ABM)
Unlike traditional demand generation tactics that may prioritize immediate results, ABM focuses on building engagement through a more deliberate and personalized approach.
The idea here is to build a meaningful relationship with key accounts.
In the same way, you wouldn't ask for a hand in marriage on the first date, successful B2B marketers shouldn’t ask prospects to talk to sales unless they've had some interaction before.
The Importance of Educating and Engaging
The early stages of ABM should center around education and awareness.
Allow targeted accounts to familiarize themselves with your brand and value propositions.
This foundational phase is important for setting the stage for deeper engagement.
Jumping directly to aggressive sales tactics like pushing for demos with accounts that have minimal interaction with your brand, is less likely to yield positive results.
Instead, nurturing relationships over time fosters trust and increases the likelihood of conversion when the account is ready.
Balancing Immediate Needs with Long-Term Strategy
While the emphasis on the long game is important, we realize the need to meet short-term sales targets is a pressing reality for most B2B marketers.
In such cases, employing a robust account scoring system can help identify which accounts are most ready to engage based on their behaviors such as:
- Website visits (specially high-intent pages)
- Ad engagement
- Email interactions
- Webinar attendees
For accounts that show clear signs of being in-market or closer to the decision stage, tailor your approach to convert these opportunities.
This can involve more direct calls to action, such as personalized demo invitations and running incentivized offers.
If your company is product-led, this would be a good time to offer free trials.
Sample of free trial ad by Plauti:
Tip #3 - Create a Dossier of Information
Understanding your prospects' interests, pain points, and engagement history comprehensively is the key to crafting personalized and effective ABM strategies.
This information equips sales teams with the required data to personalize their outreach effectively and accelerate the sales process.
Building & Targeting Prospect
Compile data on prospect activities, including the specific ads they clicked, pages they visited, or any communications they have sent.
This dossier should act as a dynamic document that sales teams can use to personalize their approaches.
By understanding what content the prospect has engaged with, the sales team can address specific interests or pain points, making their pitches more relevant and compelling.
Marketers can also use this data to launch 1:1 campaigns featuring social proof and objection handling.
If the list of accounts is not large enough for a 1:1 approach, then gather the top 3-5 most common objections that resonate with the majority of the accounts.
You can reduce the overall cost by dynamically excluding any account that has contacted sales.
Implementation Tips for Effective ABM
- Identify in-market accounts by using advanced analytics and account scoring to determine which of your target accounts are actively engaging with your content.
Tools like HubSpot or Marketo can help streamline the process.
- Once these engaged accounts are listed, segment them for targeted campaigns that address their specific stages in the buyer’s journey.
This segmentation allows you to apply more aggressive sales tactics appropriately while continuing to nurture less-ready accounts with educational content.
- Distribute content that educates and engages at various stages of the customer journey.
This tactical approach ensures that when you invite accounts to a demo or free trial they are informed and more likely to be receptive.
Successful ABM is a blend of patience and strategic agility, tailored to meet both the immediate and long-term goals of your business.
Tip #4 - Breaking Content to Audience Segmentation
The purpose of this step is to develop and deliver content that addresses specific pain points and interests identified in your prospect dossiers.
Strategies for Deepening Prospect Engagement
As you gather more data on your prospects' behaviors, such as the ads they click or the pages they visit, use this information to guide them through a personalized buyer's journey.
This involves crafting content that speaks directly to their needs and leading them to web pages that provide further value and deepen their engagement with your brand.
Regularly update and refine your ads to keep them in line with your audience's changing interests and needs.
Creating a Content "Buffet"
Offer a Variety of Content Options.
Imagine setting up a buffet of content options tailored to different tastes and preferences within your target accounts.
By providing a range of topics and formats—from whitepapers and case studies to webinars and interactive tools—you allow prospects to self-select the content that most resonates with them.
Use the insights from observed interactions to refine your understanding of what each prospect cares about.
This personalized approach not only enhances the relevance of your outreach but also increases the likelihood of a prospect's deeper engagement with your content.
Integrating Technology for Efficiency
While managing this level of personalized engagement can become complex, employing an ABM platform can streamline the process.
These platforms can help organize and automate content delivery based on user behavior, keeping track of interactions across different channels to maintain a cohesive and personalized marketing approach.
Pro tip:
Before fully investing in an expensive ABM tech stack, validate your strategy with simpler tools or minimal setups to prove its effectiveness.
A simple way is to use LinkedIn's demographic reporting to see which companies have been exposed to impressions, and which ones are actually engaging.
You can take it a step further and leverage a third-party data connector like data slayer to pull the demographic data from LinkedIn through API.
Tip #5 - Focusing on Outcomes: The "So What?" Factor in ABM
A critical aspect of effective ABM is ensuring that every piece of data, every content interaction, and every campaign has a clear and compelling answer to the question: "So what?"
Every action should educate, nurture, or capture leads, to bring you closer to revenue.
The Importance of Outcome-Based Messaging
In ABM, it's not enough to highlight the features of your product or the hours it can save a potential client’s team.
The key is to articulate what these benefits mean in the context of the customer’s specific business challenges and goals.
When discussing a product feature, such as "saves your engineering team 20 hours a week," it's essential to connect this benefit to tangible business outcomes.
For example, what does saving 20 hours a week mean for the company?
Could it lead to faster project completions, cost savings, or better resource allocation?
These outcomes are what will truly capture the interest of decision-makers.
By consistently focusing on the "so what?" of your actions and messaging, you can lift your ABM efforts from functional to transformational.
Pro-tip:
Establish Leading Indicators to Measure ABM Progress:
By establishing clear leading indicators across your marketing funnel, you can quantify progress and tie every action back to tangible business outcomes.
From initial awareness through engagement to conversion, each stage can be monitored and analyzed to ensure marketing efforts move potential clients closer to a sale.
These indicators provide a roadmap that justifies the investment by showing how specific activities contribute to moving accounts through the sales pipeline.
If you want to learn more about creating leading and lagging indicators along with actionable free templates check out the AdConversion Paid Media Program course; Module 2, lesson 1.
Tip #6 - Drilling Into Personas & Messaging
Within any given company, different levels of management and seniority have distinct priorities and challenges.
For example, C-suite executives might focus on strategic growth and scalability, directors on operational efficiency, and managers on tactical execution.
Tailoring your messaging to address these specific concerns can dramatically increase the relevance and impact of your communications.
Beyond role-based customization, consider the particular needs and pain points of the industry or vertical your target accounts might operate within.
Strategies for Effective A/B Testing
Implement continuous A/B testing across your campaigns to determine which messages resonate best with each persona.
Segment your target audience by role and seniority, and tailor your messages accordingly.
For example, test different value propositions with managers versus C-suite executives to determine which messages drive more engagement or conversions from each group.
Understand that the preferences and behaviors of your audience can evolve, and your ABM strategy should be agile enough to adapt to these changes.
Tip #7 - A/B Testing Value Propositions
By testing two to three variations of each message, you can discover appeals and incentives that resonate with distinct groups within the same role and seniority level.
In cases where the target company might not be large enough to segment by job titles or seniority due to LinkedIn’s filtering limitations, marketers need to think creatively about how to approach personalization and segmentation.
Alternative Segmentation Strategies:
- Use Broad Segments:
Instead of job titles, consider using job function and seniority or even adding member skills into the mix.
- Focus on Common Pain Points:
Leverage the common challenges or objectives identified in smaller organizations.
For example, if most employees are likely involved in decision-making due to the company's size, tailor messages that address broad business benefits that resonate across multiple roles.
As discussed earlier, knowing the top objections by vertical can guide the creation of content and ads that preemptively address concerns.
This is particularly useful when precise job title segmentation is not feasible.
Tip #8 - Set Aside Time to Ideate
In the fast-paced environment of account-based marketing, it's imperative to carve out dedicated time for creative thinking and experimentation.
By blocking out time on your calendar, preferably during quieter hours like Friday afternoons, you ensure that you have the space to think deeply and creatively about your ABM strategies.
Regular ideation sessions allow you to review current insights and performance data, enabling you to develop new approaches and refine existing ones.
Pro tip:
Leverage Experimentation and Documentation:
Incorporate a structured approach to experimentation.
Try out new ideas on a small scale to assess their effectiveness before rolling them out broadly.
Keep detailed records of your experiments, including:
- Hypotheses
- Execution details
- Outcomes.
This documentation enables you to capitalize on effective strategies and avoid past mistakes.
Tip #9 - Streamlining the Process with Templates
Keeping detailed and organized documentation of ABM activities, such as experiments, outcomes, and insights will save you lots of time & effort in the long run.
It can be as simple as using Google Docs with structured headings and a table of contents.
Consistent documentation helps in creating a reliable record that can be referenced in reports and strategy meetings.
Leveraging Design Templates
Design templates allow marketers to quickly generate new versions of ads or content without starting from scratch each time.
By standardizing the design elements, teams can focus on tweaking the messaging and content to better align with the target audience’s evolving preferences.
Using templates also ensures that all materials produced are aligned with the brand’s visual identity and messaging guidelines.
Effective Use of Templates and Documentation
Develop a range of design templates for different types of content and ads.
This library should include templates for social media posts, email campaigns, and other marketing materials that are frequently used in ABM campaigns.
Regularly update the documents with the latest results from A/B tests, data analysis insights, and feedback from sales and marketing teams to maintain accuracy and relevance.
Confirm that all team members are trained on how to use the chosen documentation and templates effectively.
With the design templates in place, focus on iterating on the creatives frequently.
Especially in smaller audience segments where ad fatigue can set in quickly.
Tip #10 - Don’t Skip Google
While (ABM) often focuses on direct and personalized communication channels like LinkedIn, incorporating Google Ads into your Demand Gen strategy can heavily reduce the overall cost per acquisition (CPA).
The Strategic Use of Google Ads
Google Ads allows you to address specific queries and pain points that your prospects are actively searching for.
By focusing on these queries, you can position your company as a solution provider right at the moment of need, effectively answering potential customers’ questions through targeted ads.
Often, niche or less competitive keywords related to specific industry questions or problems can be much cheaper than more general, high-intent keywords.
For example, targeting a specific industry debate or a lesser-known feature comparison can capture relevant traffic at a significantly lower cost.
This, not only increases brand awareness but also positions your company as an authoritative and helpful resource.
Creating content that addresses these queries and promoting it through Google Ads can drive highly targeted traffic to your website, increasing the chances of conversion.
Practical Tips for Implementing Google Ads
- Work with your sales and customer service teams to pinpoint the questions and topics that commonly arise during the sales process.
- Use these insights to guide your keyword and content strategy for Google Ads.
Develop content that answers these questions comprehensively.
This could be in the form of blog posts, FAQs, or educational articles.
- Use the identified keywords to set up Google Ads campaigns.
Start with a lower budget to test the effectiveness of your keywords and ads.
Monitor the performance and adjust your strategy based on the results.
Conclusion:
In this article, we discussed the significance of Account-Based Marketing (ABM) strategies through 10 practical tips and tactics to get the most out of your marketing efforts.
We explored the value of a long-term engagement strategy, emphasizing the need to build relationships through educational content and gradual interactions, rather than taking a direct approach.
Effective ABM involves understanding target accounts' specific needs and behaviors, employing analytics for better targeting, and continuously iterating on creative content to maintain relevance and combat ad fatigue.
Bookmark this blog as your comprehensive guide for your next ABM efforts to make sure your strategies align with the overall company goal.
If you’d like to reach out or get more weekly tips, please connect with Brandon via Linkedin.
Resources for mastering B2B advertising
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People Also Ask
How can I effectively measure the success of my ABM campaigns?
Utilize key performance indicators (KPIs) such as engagement levels with target accounts, conversion rates, deal velocity, and revenue growth from those accounts. Implementing a robust analytics framework will help in tracking these metrics accurately.
What are the common challenges in aligning sales and marketing teams for ABM, and how can they be overcome?
Challenges include differing objectives, communication barriers, and data silos. Overcome these by establishing shared goals, fostering regular interdepartmental meetings, and utilizing integrated CRM systems to ensure both teams have access to the same account information.
How can I personalize content effectively for different stakeholders within a target account?
Develop detailed personas for each stakeholder role, understanding their specific pain points and objectives. Tailor your messaging to address these unique concerns, ensuring relevance and resonance with each individual.
What role does technology play in scaling ABM efforts, and which tools are essential?
Technology facilitates the automation and scaling of ABM strategies. Essential tools include CRM systems for managing account information, marketing automation platforms for campaign execution, and analytics tools for measuring performance.
How can I ensure data quality and accuracy in my ABM initiatives?
Regularly update and cleanse your data to maintain its accuracy. Implement data governance policies and utilize data enrichment services to fill in any gaps, ensuring your ABM efforts are based on reliable information.
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Intro to B2B Google Ads: Crash Course For New Advertisers
Want to master Google Ads for B2B?
We’ll dissect Google Ads from a 10,000 foot view in this guide.
So you can walk away knowing:
- What is Google Ads?
- Is your ideal B2B buyer searching on Google?
- How can you get your ad seen on the top of Google?
- How much does Google Ads cost?
So whether you’re a SaaS founder, performance marketer, or in-house marketer looking to:
- Scale demo and trial requests for your new B2B SaaS startup
- Run Google ads for clients or launch campaigns internally
- Work with freelancers or agencies running your Google Ads
It all starts here with the fundamentals, so let’s dive in! 👇
TABLE OF CONTENTS
- What is Google Ads?
- Is Your Ideal B2B Buyer Searching on Google?
- How Much Does Google Ads Cost?
- How to Forecast Your Google Ads Budget
- Why is Google Ads So Powerful?
- How Can You Get Your Ad Seen on the Top of Google?
What is Google Ads?
Google Ads is an auction place.
Or as I like to think about it, a battleground.
Where you have thousands of advertisers competing against each other to show up on the top of Google when their ideal prospect searches for their products & services.
With 8.5B + searchers happening per day on Google there is a very HIGH likelihood your ideal B2B buyer is using Google to find information, and research solutions.
Is Your Ideal B2B Buyer Searching on Google?
Depending on the niche you’re in Google may or may not make sense.
You can create a free Google Ads account and leverage the Keyword Planner to validate demand.
All you need to do is research the ideal keyword your dream buyer would search and review the average monthly search volume and top of page bid estimates.
In the example below, I can see that for “email marketing software” there is:
- 1,000 - 10,000 average monthly searches
- $49.75 top of page bid estimate
If your ideal keyword has > 100 searches per month, Google can be a worthwhile return on effort.
How Much Does Google Ads Cost?
Before diving into how much does Google Ads cost?
With Google Ads you’re only charged on a cost-per-click (CPC) basis.
Meaning you only pay Google if someone clicks your ad, so unlike traditional advertising you’re not being locked into a fixed contract and paying just for eyeballs (aka impressions).
So in short if someone sees your Google Ad and doesn’t click, you won’t pay.
This is what makes Google Ads so attractive, but extremely competitive.
Here’s two ways to find out how much Google Ads will cost for your ideal keywords:
1/ Review Top of Page Bid Estimates in the Google Ads Keyword Planner
As shown in the previous step you can leverage the Keyword Planner to find bid estimates.
In my experience these estimates are never 100% accurate and recommend adding 20% on top of the top of page bid estimate to be safe.
For example, with the keyword of email marketing software we have a $49.75 top of page bid estimate, adding 20% makes it $59.70 allowing us a margin of error to better set expectations.
2/ Launch a Pilot Campaign for $100
Ultimately you’ll never know your real cost per click prices until launching.
If you’re seriously considering Google Ads I recommend launching a pilot campaign for $100.
The whole objective of this campaign is to understand; what is my REAL cost per click price?
Here’s a simple cheat sheet for setting up this campaign:
- Campaign Name = {Region}_{KeywordTheme}_{MatchType}
- Locations = {Your Target Country/Region/State}
- Match Type = Exact
- Bidding = Manual CPC
This setup will allow you to have the greatest control to discover your real CPC prices.
How to Forecast Your Google Ads Budget
Once you know the following:
- Your quarterly sales goal
- Average cost per click
- Opportunity win rate
- Revenue per sale
You can easily forecast a daily, monthly, and quarterly budget using our Google Ads Budget Calculator based on worst, moderate, and best case scenarios.
Give it a look, there’s a video tutorial on the page for you explaining the process.
Why is Google Ads So Powerful?
Intention Is what makes search advertising so powerful 🤝
You can reach exactly the right person, in the right place, in the right location searching for your specific product or service. At that point all you have to do is show up and not mess things up.
I always say Google Ads is a blessing and a curse; they bless you with intent, and curse you with scale.
Given your industry search volume will vary dramatically and it can become hard to scale.
The key is to win Google’s Ad Rank game to offset competitors and rising click prices.
How Can You Get Your Ad Seen on the Top of Google?
Every time you search for something on Google (or other search engines such as Yahoo, Bing, and Firefox) the results page you’re directed to afterwards is the Search Engine Results Page (SERP).
I like to think of the SERP as the Battleground in which Google Ads takes place.
The SERP is Divided Between Paid and Organic Results.
The Google SERP usually has about 3-4 paid ads at the top and 3 at the bottom.
Ad Rank Determines the Position of Your Ad on the First Page
Which determines if your ad is on top of the first page of or nowhere to be seen.
Your goal is to appear in the top 3 spots as click-through rates decline with lower positions.
Higher Position Doesn't Always Mean Greater Cost
The remarkable thing about Google Ads is that you can be #1 on the page and pay less than your competitors who are in positions lower than you (hypothetical example below).
If after reading this article you believe Google Ads is worth further exploration.
Build on this fundamental understanding of Google Ads for B2B.
Hope you found this useful!
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.
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- The Googleverse: The Game You're Playing & How To Win
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- 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
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- 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.
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People Also Ask
How can I effectively integrate Google Ads into my existing B2B marketing strategy?
Align your Google Ads campaigns with your overall marketing objectives by ensuring consistent messaging across all channels. Coordinate with sales and marketing teams to create cohesive campaigns that guide prospects through the sales funnel.
What are the best practices for managing budgets in B2B Google Ads campaigns?
Regularly monitor and adjust your budget allocation based on campaign performance. Prioritize spending on high-performing keywords and ads, and consider implementing bid strategies that align with your goals, such as target CPA or ROAS.
How can I leverage Google’s audience targeting features for B2B advertising?
Utilize features like custom intent audiences to reach users actively searching for products or services similar to yours. Combine this with demographic targeting to focus on decision-makers within your target industries.
What role does ad scheduling play in optimizing B2B Google Ads campaigns?
Implement ad scheduling (dayparting) to display your ads during times when your target audience is most active. This ensures efficient budget use and increases the likelihood of engagement during peak business hours.
How can I ensure compliance with Google’s advertising policies in B2B campaigns?
Regularly review Google’s advertising policies to ensure your ads meet all guidelines. This includes adhering to content standards, avoiding prohibited practices, and ensuring transparency in your ad copy and landing pages.
B2B vs B2C Advertising: 8 Differences & Examples You Need To Know
Hey there new B2B marketer!
Diving into the world of B2B advertising can be confusing and overwhelming.
In this article I’m going to walk you through 8 differences between B2B & B2C you need to know.
This article is part of our B2B learning track so if you’re serious about learning B2B advertising you’re in the right place!
Let’s dive into it 👏
TABLE OF CONTENTS:
- 8 Biggest Differences Between B2B and B2C
- The Cost of The Product
- How Purchase Decisions Are Made
- The Average Sales Length
- Smaller Audience Sizes
- Different Distribution Strategies
- Need to Support Multiple Sales Funnels
- Team Sport, Not Individual
- Go Further Than Just The First Conversion
8 Biggest Differences Between B2B and B2C
In no particular order of importance, here are the 8 biggest differences between business-to-business (B2B) and business-to-consumer (B2C) advertising.
The Cost of The Product
The first key difference between B2B and B2C is the cost of the product.
B2B marketers call this the average deal size or average contract value depending on what is sold.
Typically, B2B products are more expensive ranging from $1,000 to over $250,000.
How Purchase Decisions Are Made
In B2B buying, there will be more people involved in the purchase of the product compared to B2C where there is usually only one person involved.
This is often referred to as a buying committee, in B2B your job is to nurture, educate, and reach everyone in this group so they can collectively decide to purchase the product.
The Average Sales Length
There are more people involved with purchasing the B2B product or service and the product is typically a more expensive purchase, the length of time to purchase that product is typically longer.
Depending on the complexity of what is being bought, sales cycles can range from 30 days to 36 months. The higher and more complex the product or service is the longer the sales cycle typically is.
This is different from B2C because it can take me 30 seconds to buy something off an Instagram ad.
I’m not sure if that’s a good or bad thing 🤣
Smaller Audience Sizes
With B2B advertising programs, you’ll be targeting smaller audiences across ad channels.
Your audience will typically be less than 300,000 contacts with a focus on reaching the right person and company vs B2C where your audiences will typically be much broader than this since more people can purchase your product or service.
Different Distribution Strategies
Since you’ll be reaching a much more targeted audience, and you may be dealing with a specific budget – the ad channels you decide to use may look different than your B2C advertising counterparts.
It all comes down to where your audience lives and breathes, digitally.
Believe me, I’ve been behind some powerful Facebook ads for B2B. But, you may think twice about using a TV commercial during the Super Bowl as a B2B marketer (well…unless you’re Salesforce!)
But again, this will all depend on your budget and the breath of your buyers.
Need to Support Multiple Sales Funnels
In B2B, your advertising campaigns will support and fuel multiple sales funnels and processes.
The big three are product-lead, sales-lead, and a hybrid of both.
You can learn more about each revenue model in our B2B Advertising Guide.
Team Sport, Not Individual
B2B advertising requires strategic alignment across multiple teams including sales, marketing, and customer success departments to support the buyer’s journey and close deals more effectively.
Given the fact that it’s not just about reaching a specific individual but also a company.
This increases the importance and complexity of working across teams.
Go Further Than Just The First Conversion
The B2B sales processes are more complex and there's more buyers involved.
Your advertising campaigns should be designed to help impact the entire buyer journey.
Not just the first conversion like B2C advertising.
I hope you found this article helpful!
Connect with me on LinkedIn, and let’s keep the conversation going.
You can also visit my website here for more valuable content.
Jumpstart Your B2B Marketing Career
If you’re serious about mastering B2B advertising, then you definitely need to check out my free course that will teach you the foundational knowledge to becoming a high-performing B2B marketer who knows how to use advertising to drive legit business and revenue impact without the fluff or wasting your time and money learning the ropes the hard way.
- Module 1: You’ll get a crash course in the B2Bverse and master terminology, sales processes, and working across teams.
- Module 2: You’ll learn how to become your customers' psychologists and understand them deeply through buyer personas that allow you to craft effective messaging.
- Module 3: You’ll master the B2B funnel and learn how to think like a CEO to identify performance bottlenecks and convert more leads into revenue.
- Module 4: You’ll learn how to put it all together and build your go-to-market strategy that gets your ad in front of your dream buyers and converts attention.
This course was designed with absolute beginners in mind.
Accelerate your learning curve and start the course today for free.
People Also Ask
How do customer expectations differ between B2B and B2C markets?
B2B customers typically expect detailed information, personalized communication, and long-term value, focusing on how a product or service can address specific business needs. In contrast, B2C customers often seek quick solutions, emotional satisfaction, and immediate benefits, valuing convenience and brand experience.
What are the implications of these differences for customer service strategies?
In B2B markets, customer service should be consultative, offering tailored solutions and ongoing support to build strong relationships. For B2C markets, customer service should prioritize efficiency, accessibility, and positive experiences to foster customer loyalty and satisfaction.
How do pricing strategies vary between B2B and B2C businesses?
B2B pricing often involves negotiation, volume discounts, and customized quotes based on the client’s specific requirements. B2C pricing is generally fixed, with occasional promotions or discounts aimed at attracting a broad consumer base.
What role does branding play in B2B versus B2C marketing?
In B2B marketing, branding establishes credibility and trust, positioning the company as a reliable partner. In B2C marketing, branding focuses on creating an emotional connection and brand loyalty among consumers.
How do digital marketing strategies differ between B2B and B2C companies?
B2B digital marketing often leverages content marketing, LinkedIn outreach, and email campaigns targeting decision-makers. B2C digital marketing utilizes social media platforms, influencer partnerships, and broad-reaching advertising to engage consumers.
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How to Craft B2B Buyer Personas For Ad Targeting
Hey there B2B marketing grasshopper 👋
In this article, we're channeling our inner Mr. Miyagi from "The Karate Kid," because we're about to master the art of creating B2B buyer personas.
Wax on, wax off style – but with less wax and more wisdom!
Let’s dive into it.
TABLE OF CONTENTS:
- What Is a B2B Buyer Persona?
- 3 Major B2B Marketing Personas
- How to Develop a B2B Buyer Persona
- The Five B2B Buyer Persona Segmentations
- B2B Buyer Persona Template
- Translating B2B Buyer Persona’s into Ad Targeting
What Is a B2B Buyer Persona?
Just like Daniel-san needed to understand his opponents in the All Valley Karate Tournament, it's important to understand your B2B buyer personas to win in the market.
It's critical because these personas are your roadmap – they guide every marketing punch and kick you make.
If you don’t do this, your marketing efforts might be as off-target as Daniel-san trying to catch a fly with chopsticks on his first try.
We're talking about misdirected resources and messaging that misses the mark, leaving your ROI down and out — so let's break it down, Karate Kid style:
What is a persona? It’s the semi-fictional characters that make up your target audience. It’s a great way to unpack who makes up your ideal customer profiles, called an “ICP”
3 Major B2B Marketing Personas
In B2B marketing there are 3 major personas or roles to understand in the sales process.
This is also referred to as a buying committee:
- Decision Maker – The person who makes the final decision to purchase
- Champion - A person who enthusiastically supports your product or service in their organization
- Influencer - A person who can influence other members of the buying committee
Your marketing and advertising efforts should address their needs and concerns when it comes to buying and using your product or service.
Knowing what these personas are looking for will help you tailor your messaging to make your ads stand out.
For example: imagine your buyer persona 'Finance-Manager-Frank'. He's in his mid-40s, loves numbers more than karate, and is always on the lookout for tools that bring efficiency and balance. Where does he find his information? → LinkedIn and financial blogs
Knowing this, you’d be able to hone in your advertising strategy to use LinkedIn ads to demonstrate how finance managers find more efficiency from their investments by using your product.
How to Develop a B2B Buyer Persona
There’s 5 major segmentation buckets to consider when putting together a B2B buyer persona:
- Demographic Segmentation
- Targeting potential customer based on their role (ex: Job Titles, Job Functions)
- Firmographic Segmentation
- Targeting potential customers based on company traits (ex: Industry, Company Size)
- Geographic Segmentation
- Targeting potential customers based on their company and physical location (ex:USA)
- Technographic Segmentation
- Targeting potential customers based on the tech they use (ex: Slack, Teams)
- Behavioral Segmentation
- Fine tune your messaging based on your potential customers Jobs To Be Done, decision-making process, and more.
Within each segmentation, there’s key information you should collect to build your personas which will ultimately inform your advertising channel strategy, targeting, and messaging.
Getting crystal clear on your buyer personas will also help you maximize your resources, build internal trust with your sales and service teams, and drive better results.
Let’s dive into the five segmentations in greater detail.
The Five B2B Buyer Persona Segmentations:
Demographic
Target potential customer based on their role
- Role: Identify the job title and role they’re in and what level in their organizations they fall (individual contributor, middle management, or in the C-suite – chief roles including CEO, CFO, CMO, etc).
- Responsibilities: Identify all the key areas they oversee and manage. Pulls who they report to.
Firmographic
Target potential customers based on company traits
- Company Industry: ex: Technology, Manufacturing
- Company Employee Size: ex: 500 - 1,000 employees
- Company Revenue Size: $1,000,000 - $10,000,000 ARR
Geographic
Target potential customers based on their company and physical location
- Company Location: ex: United States, Canada
- Employee Location: ex: United Kingdom
Technographic
Target potential customers based on the tech they use
- Tools: This breaks down the tools they use or need to do their jobs (ex: Slack, Teams)
- Company Competitors: list out any relevant competing technologies
Behavioral
Fine tune your messaging based on your potential customers Jobs To Be Done, decision-making process, and more.
- Goals: This details how their job is measured by
- Jobs to be Done/Pain Points: This elaborates on the biggest challenges they face in their role
- Decision-Making Process: This goes into detail on who they need approval from when buying a new product/service, who signs the contract, who owns the budget
- Evaluation Process: This details how this persona typically decides on a product
- Objections & Concerns: this outlines what prevents them from making a decision
- Consumption Habits: how do they gain information for their job and what social media networks do they use
B2B Buyer Persona Template
To help you put this into action get a free copy of my B2B Buyer Persona template in Module 2 - Lesson 2 of my B2B Advertising Foundations Course when you sign up for free. With this template you will be able to easily map out your buyer persona across the five segmentations.
Translating B2B Buyer Persona’s into Ad Targeting
After completing the B2B Buyer Persona template you should be very clear on who you’re going after.
Now you’ll want to review your persona’s segmentation and find possible targeting opportunities in the platforms you’re considering advertising on – your options will vary greatly by channel.
Create a draft campaign in your ad platform of choice and review all of the audience targeting options available – sometimes you’ll need to get creative! (example below of LinkedIn Ads).
And that my advertising friends is your way to craft a buyer persona you can use to identify the audiences you’ll be targeting in your B2B advertising.
Hope you found this article useful!
Connect with me on LinkedIn, and let’s keep the conversation going.
You can also visit my website here for more valuable content.
Jumpstart Your B2B Marketing Career
If you’re serious about mastering B2B advertising, then you definitely need to check out my free course that will teach you the foundational knowledge to becoming a high-performing B2B marketer who knows how to use advertising to drive legit business and revenue impact without the fluff or wasting your time and money learning the ropes the hard way.
- Module 1: You’ll get a crash course in the B2Bverse and master terminology, sales processes, and working across teams.
- Module 2: You’ll learn how to become your customers' psychologists and understand them deeply through buyer personas that allow you to craft effective messaging.
- Module 3: You’ll master the B2B funnel and learn how to think like a CEO to identify performance bottlenecks and convert more leads into revenue.
- Module 4: You’ll learn how to put it all together and build your go-to-market strategy that gets your ad in front of your dream buyers and converts attention.
This course was designed with absolute beginners in mind.
Accelerate your learning curve and start the course today for free.
People Also Ask
How can I ensure my B2B buyer personas remain accurate and relevant over time?
Regularly update your personas by conducting periodic market research and gathering feedback from sales and customer service teams. This ensures they reflect current market conditions and evolving customer needs.
What are effective methods for validating the assumptions made during persona development?
Validate assumptions by analyzing customer data, conducting interviews, and implementing surveys. Cross-referencing these insights with your personas helps confirm their accuracy.
How can I align my sales and marketing teams using B2B buyer personas?
Facilitate workshops and regular meetings to discuss and refine personas, ensuring both teams have a shared understanding of target customers. This alignment fosters cohesive strategies and messaging.
What role do negative personas play in refining marketing strategies?
Negative personas represent segments that are unlikely to convert. Identifying them helps in excluding these groups from marketing efforts, thereby improving resource allocation and campaign efficiency.
How can I leverage B2B buyer personas to enhance content marketing efforts?
Use personas to tailor content that addresses specific pain points and interests of each segment, thereby increasing engagement and conversion rates.
5 Unconventional Ways to Use The LinkedIn Ads Library
Most marketers know the LinkedIn Ads library exists.
And the basics of how to use it (ex: search a competitor and voila you’ll see their ads 🪄)
You’re going to go beyond the basics in this article and learn.
5 unconventional ways experts use the library to uncover insights and inspiration.
Let’s dive into it 👇
TABLE OF CONTENTS
- Unconventional Way #1: Finding Conversation Ads Copy
- Unconventional Way #2: Identifying Localization Campaigns
- Unconventional Way #3: Studying Competitive Offers
- Unconventional Way #4: Creative Concept Discovery
- Unconventional Way #5: Landing Page Tear Downs
Unconventional Way #1: Finding Conversation Ads Copy
When you open up the LinkedIn Ads Library you can search %FIRSTNAME% to see conversation ad copy examples from competitors and relevant brands.
Here’s how to find conversation ad copy examples step-by-step:
- Open up the LinkedIn Ads Library and search for a relevant competitor or brand.
- Enter %FIRSTNAME% under search by keyword and select your relevant country and date range filters.
- From here you can browse all available variations based on your filters 🎉
If you don’t see any conversation ad messages you’ll likely need to adjust your filters or it’s possible your competitors or the relevant brands you’re researching aren’t actively testing this ad format.
Unconventional Way #2: Identifying Localization Campaigns
Localization campaigns are when you advertise outside your primary language and draft ads, and landing pages relevant to a specific language.
We’ve seen advertising outside of the English language a reduction in costs by up to 70%.
If you have the potential to advertise outside of English it’s definitely worth testing.
Here’s how to identify localization campaigns with the ad library:
- Open up the LinkedIn Ads Library and search for a relevant competitor or brand.
- Filter by all countries and uncheck your current target locations (ex: United States)
- Browse through the results to identify different localization campaigns (look for ad copy that isn’t in your primary language, example below is an ad in German).
- Click view details on the ad to identify the targeted locations.
Write down any interesting target countries and/or languages your competitors are targeting that you might consider reaching with localization campaigns.
Unconventional Way #3: Studying Competitive Offers
Let’s say you’re a B2B SaaS company looking to drive more demo requests.
You can use the LinkedIn ad library to easily see ads from competitors or relevant brands that are also trying to drive more demo requests.
The same is true if we’re talking about free trials, webinar registrations, ebook downloads, and anything else you can think of.
Here’s how to study competitive offers with the ad library:
- Open up the LinkedIn Ads Library and search your offer in the search by keyword filter.
- From here you can browse various ad types that mention your offer within the ad copy.
- You can repeat this process and narrow down your filters for further granularity.
Unconventional Way #4: Creative Concept Discovery
Most advertisers using the library will just look at the ad examples provided and not dig much further.
Instead what you should do is look for patterns around creative concepts to understand your competitors creative strategy (or the relevant brand in question).
Creative concept = the format of which the creatives are designed off
Here’s 10 examples of creative concepts:
- Before & After
- UGC
- Meme
- Product Mockup
- Illustration (Drawings)
- Stats & Research
- Comedy Skit
- Animated
- Behind-the-Scenes
- AI Generated
Using the library take note of any patterns of creative concepts your competitor/brand in question might be repeating. If it’s significant you might want to consider testing a similar concept.
Use your best judgement when labelling concepts and look for patterns.
Unconventional Way #5: Landing Page Tear Downs
When viewing ads in the library you can click on the CTA button to open up the associated landing page the ad is driving traffic towards.
The original UTMs are also still within the URL parameter so you can reverse engineer these to better understand your competitors ad strategy (learn how here).
With this valuable information you can tear down each page for inspiration.
Hope you found this article useful!
See you in the next article or one of our free courses!
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People Also Ask
What is the LinkedIn Ads Library, and how does it work?
The LinkedIn Ads Library is a tool that lets users explore active and past ads from brands. It helps analyze competitor strategies, ad creatives, and targeting methods, offering inspiration and benchmarking opportunities.
How can I use the LinkedIn Ads Library to improve my ad campaigns?
The library helps identify trends, successful ad formats, and messaging styles. Use it to refine your own strategies by studying competitors’ offers, creative approaches, and audience engagement tactics.
Are there limitations to the insights I can gather from the LinkedIn Ads Library?
Yes, while it provides access to ad creatives and some targeting details, it doesn’t reveal performance metrics like click-through rates or conversions. It’s best used for inspiration and competitor research.
Can I track changes in competitors’ ad strategies over time using the LinkedIn Ads Library?
Yes, by regularly checking competitors’ ads, you can observe shifts in their messaging, offers, and formats, helping you adapt your campaigns to stay competitive.
How does the LinkedIn Ads Library compare to other ad libraries, like Meta or Google’s?
LinkedIn’s library focuses on professional audiences, showcasing ads tailored for B2B and career-focused messaging. Meta’s library offers broader consumer insights, while Google’s is keyword-centric. Choose based on your campaign goals.
