Generating Quality B2B Leads from PPC Campaigns

Do your pay-per-click (PPC) campaigns generate an impressive number of leads but, at the same time, it feels like they miss the mark? While the staggering conversion rates and the low cost per lead may give you an initial sense of accomplishment, you will soon realize that the real measure of your PPC campaigns’ success is the return on investment (ROI). If the leads are not turning into opportunities, let alone customers, then they are a waste of your time and money. Here are 6 tried-and-tested strategies to implement in PPC Marketing for B2B businesses to generate high-quality leads and increase ROI.

1. Set up URL tracking

In order to effectively measure your PPC campaigns, it is essential to track a few important components other than conversions, as doing so gives you a clearer understanding of the sources your leads come from, the devices your leads are using, the keywords they search for and more. The best ways to collect these data is by creating UTM codes to track your URLs and by setting up ValueTrack parameters. Once you have done this, you can identify which campaigns or activities provide the most value and invest your resources accordingly to achieve higher ROI.

2. Identify the source of your opportunities

Once you have set up URL tracking, the next step is to store the data you collect in the contacts database of the analytics platform you are using. All you need to do is create hidden fields in the landing page form, with one field for each UTM parameter, and ensure that the data of your leads and/or contacts is synced with your CRM. This way, you will be able to assess all your leads depending on the various stages of the sales pipeline they are in and adapt your marketing strategies accordingly. It would also be very helpful to set up lead scoring so you can quantitatively evaluate each lead and opportunity. When you merge the lead scoring data with your expenditure, you will have your true ROI.

3. Segment your campaigns


If you are a seasoned PPC marketer, then you will agree that segmenting campaigns into many groups is very important as it allows companies to focus their messages on their target audiences and collect accurate metrics. PPC campaigns can be segmented by the main features of the product or service being advertised, its benefits, its target industry and geographic location. Once segmented, you can set up each campaign with the proper keywords, ad copy and landing page. This will ensure that your marketing efforts are focused and will deliver better quality leads as well as higher conversion rates.

4. Incorporate relevant keywords

Keywords can either make or break paid search campaigns, which is why it is important to go above and beyond to find the best and most accurate ones for your business. One of the best ways to find the right keywords is to use keyword research tools. They can give you a list of targeted keywords in mere seconds. Alternatively, you can source keywords right off Google. If you are a marketing agency, for instance, type the words “marketing agency” followed by your location in the search bar, scroll down to the bottom of the page once the results load and look at the “Searches related to…” section. The suggestions you see are your keywords. You should also identify long-tail keywords, which are keywords that consist of four or more words, as searchers who type in more words typically know exactly what they are looking for and have done their research, making them quality prospects.

5. Use targeted ad copy to pre-qualify visitors

If you are using ad copy that focuses entirely on getting high click-through rates, you are making a mistake. While your ad copy may entice visitors to click the link, they may not necessarily be interested in the content they see once the link opens. If you want to get quality leads, you need to have engaging ad copy that specifically targets your audience and piques their curiosity. For starters, targeted ad copy should include details such as industry name, business size, target persona and pricing. This way, you will mostly acquire and pay for quality leads.

6. Develop tailored landing pages for your ad groups

While one of the main goals of a PPC campaign is to get clicks from quality leads, you should also be concerned with maximizing the conversion rates by tailoring your landing pages to the needs, wants, and challenges of your ad groups. The best way to achieve this is by providing high-quality content that inspires trust while being short and sweet, great visuals that complement the written content, a compelling call-to-action, and perhaps, a coupon in exchange for useful information. Test your different landing pages, identify the elements your audiences react to, and switch up your strategies accordingly in future campaigns.


About the Author

This article was written by Seamus Dunne of Conversation Piece. Seamus has utilized PPC campaigns to increase B2B sales of VoIP phones.