The B2B Guide to Google Ads

If you’re trying to grow your business and make sales, you need to be using Google Ads. Google Ads is Google’s enormously popular pay-per-click (PPC) ads platform that helps your business be found in searches.

Curious about the power of using PPC?

  • Google Ads convert 50% better than organic search results
  • Average ROI is 200% on Google Ads campaign spending or 2|1
  • 90% of internet users see Google display ads worldwide
  • 98% of searchers choose a business that is on page 1 of the results they get
  • 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused

In essence, Google Ads is a must-have for any business. Here’s how to use it to your benefit as a B2B.


Preparing for the best ads is just as important as running them. Researching for your ads can help you perform better than your competitors and have a higher ROI for your ads.

Starting with keywords, use a keyword planner to research current use of the words, how often they are searched, performance, and cost. Making sure you place for your most important keywords will ensure visibility on the front page of Google.

We recommend creating a list of words and phrases you and your team think you would use to find your business and products. Once you have that list created, research your current competitors and what comes up using those terms.

On the opposite end, think about what you don’t want to be visible for. These will become your negative keywords. For instance, say you are an industrial chemical manufacturer. Your goal is to reach people in manufacturing, not residential consumers. Knowing this information, you want to hone in on terms like, “industrial,” or, “manufacturing,” and avoid terms like, “for my house,” and, “at home.”

Using Campaigns and Ad Groups

Instead of trying to make generic ads that anyone can search, try creating multiple campaigns for different products or targets.

Your products aren’t one size fits all, and neither are your ads. Creating different ads for different target customers can help them feel more personal and intriguing. Same with products, show off what you offer instead of keeping your ad copy generic.

Ad Copy

Ad copy is the difference between your ad being ignored and you making a sale. Making sure your copy is attractive will help you gain attention.

We suggest using a call to action (CTA). This guides users to your intended action and encourages making a decision. We also suggest taking advantage of your keyword research and implementing key words and phrases in your copy.

Overall, Google Ads is an incredibly powerful ads platform that we think every B2B needs. Need help planning and executing your ads? Reach out to us to get running.

Let’s Talk.

Industry Recognition

Grey Matter was recently recognized by Inc. as one of the most successful companies in America over a 3-year period. Only 5,000 companies make the Inc. 5000 list each year.

Grey Matter was also named the 4th fastest-growing business in the Greater Cincinnati area over a 2-year period across all business size categories by the Cincinnati Business Courier.

Technology Partners