#40 - Have you tried performance advertising for your B2B business?

If yes, that’s great!

If not, you should definitely consider it in 2025.

First, let’s understand what performance advertising is and why it’s important for B2B businesses.

Most of my career has been in B2B marketing, and I’ve spent a lot of time generating B2B leads at scale for sales teams. Performance advertising on platforms like Meta (Facebook) and Google Ads is designed to attract the right audience for B2B products. The goal is to get users to either sign up for a trial or inquire about your product.

Unlike brand-building campaigns, performance advertising focuses on direct responses. It’s all about getting users to take action and become leads.

Here are some tips to help you get started with performance advertising for your B2B business. It could become your #1 source of revenue:

1. Understand your audience’s pain points. Use insights from your past customer data to learn what they’re looking for in your product.
2. Create different types of ad assets for experimentation. Try short videos, long videos, and simple static images. Testing is key to finding out what works best.
3. Build a specific landing page. Address your audience’s pain points, explain how your solution helps, and include a clear call-to-action like “Sign up for a demo” or “Talk to a specialist.”
4. Use a mix of platforms. Meta (Facebook) ads are great for generating demand, Google PPC ads help capture existing demand, and YouTube ads can do both. Running ads on all three platforms ensures you reach your audience wherever they are. Plus, social ads (like Facebook and YouTube) often boost inquiries from search engines (both organic and PPC). So, take a holistic approach.
5. Monitor your ads daily. ?? Track metrics like Click-Through Rate (CTR), Landing Page Conversion Rate, Cost Per Conversion, and Lead Quality. Stop underperforming ads and keywords, and keep optimizing the ones that work.
6. Focus on lead quality, not just cost. ?? B2B leads are often more expensive and take longer to close. But if you’re getting high-quality leads, the cost per lead doesn’t matter as much. Pay attention to lead-to-sale conversion rates, revenue per closure, and customer lifetime value. This will make your lead generation efforts more valuable.

If you haven’t tried B2B performance advertising yet, I’m sure you’ll want to give it a shot after reading this.

Take care ?? and have a good Sunday! ??

??Thanks for reading

?? Please consider subscribing to my newsletter here

? For digital marketing consulting, training and speaking engagement, please contact me here