{"id":26859,"date":"2025-10-30T00:27:00","date_gmt":"2025-10-29T18:57:00","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=26859"},"modified":"2025-10-30T00:27:04","modified_gmt":"2025-10-29T18:57:04","slug":"ppcchat-b2b-lead-gen-ppc-in-2025","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-b2b-lead-gen-ppc-in-2025\/","title":{"rendered":"PPCChat | B2B Lead Gen PPC in 2025 | 28th October 2025"},"content":{"rendered":"\n

During this week’s PPCChat session, host Julie F Ba<\/a>c<\/a>chini<\/a> sought experts views on B2B lead generation, clients’ or stakeholders’ biggest concerns and requests, which platforms are best for retargeting for B2B lead generation? and more<\/p>\n\n\n\n\n\n\n\n

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Q1: Do you do any B2B lead generation PPC strategy or management? If so, for what types of products or services?<\/strong><\/h4>\n\n\n\n
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Mostly SaaS..@NeptuneMoon<\/a><\/p>\n\n\n\n

B2B is all we do! Our clients are mostly SaaS or tech. @beyondthepaid<\/a><\/p>\n\n\n\n

We do a lot of B2B – lots of SAAS, a little bit of wholesale, some services, etc. @revaminkoff<\/a><\/p>\n\n\n\n

Yes, lots and lots – funny how I slowly transferred from e-commerce. Nowadays, 70% of my work is in B2B lead gen. Office furniture, corporate training, SaaS. @BorisBeceric<\/a><\/p>\n\n\n\n

It’s kind of amazing how diverse B2B can be. @revaminkoff<\/a><\/p>\n\n\n\n

I actually did some B2B construction back in the day too..@NeptuneMoon<\/a><\/p>\n\n\n\n

Oh, forgot about software licences…big business. BorisBeceric<\/a><\/p>\n\n\n\n

And have done some non SaaS services..@NeptuneMoon<\/a><\/p>\n\n\n\n

I have done fintech, EDU, manufacturing, food\/beverage B2B in the past. @beyondthepaid<\/a><\/p>\n\n\n\n

Oh yeah, manufacturing and education too – in my defense I have been doing this for 25+ years\u2026@NeptuneMoon<\/a><\/p>\n\n\n\n

Yes! Mostly for my utility partner. Lots of rebates to accept. @JuliaVyse<\/a><\/p>\n\n\n\n

Haha @NeptuneMoon<\/a> it’s hard to remember over so many years, isn’t it?..@beyondthepaid<\/a><\/p>\n\n\n\n

So hard @beyondthepaid<\/a><\/p>\n\n\n\n

Yes..B2B SaaS and Marketplaces. Lead Gen for Local Services. A few SME\u2019s looking to expand their online footprint – Manufacturers, Exporters, etc. @alimehdimukadam<\/a><\/p>\n\n\n\n

I’m late to the party, but B2B lead gen. I’ve got one client who does training and another who sells valves. I’ve had others in the past, including one who offered to ship me a sample grenade launcher (until I told him Google didn’t allow guns).. @Pete_Bowen<\/a><\/p>\n\n\n\n

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Q2: Which platforms do you use for your B2B lead generation? Which do you find perform the strongest? And does that vary by what you\u2019re advertising?<\/strong><\/h4>\n\n\n\n
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Google Ads, Microsoft Ads, LinkedIn with some Quora and Reddit mixed in there! @NeptuneMoon<\/a><\/p>\n\n\n\n

Heavy in Google Ads and LinkedIn. Some Microsoft Ads, META, Reddit – plus content syndication and display in there too. @beyondthepaid<\/a><\/p>\n\n\n\n

Varies slightly depending on the business, but Google Ads have generally been the most effective and most scalable. LinkedIn, Microsoft Ads, and Quora also play nice supporting roles these days, with a little bit of Meta. @revaminkoff<\/a><\/p>\n\n\n\n

Generally speaking Google Ads, MS Ads and then some LI \/ Reddit etc. Depends on if users are problem aware or solution aware. @BorisBeceric<\/a><\/p>\n\n\n\n

Google is most effective in lead volume across the board for established needs\/markets. Microsoft has it\u2019s weird little niches where it goes bananas. Otherwise, it is a nice companion to Google search. But let\u2019s be real – LinkedIn has the best targeting of any platform for B2B audiences. And yes, that is why clicks are so expensive. @NeptuneMoon<\/a><\/p>\n\n\n\n

LI is great for creating retargeting audiences and for ABM…@beyondthepaid<\/a><\/p>\n\n\n\n

It varies, Google, Microsoft. A few industry newsletter partnerships for whitepapers\/pdfs LI we get the team to post organic content – that outperforms paid. @alimehdimukadam<\/a><\/p>\n\n\n\n

But I also don\u2019t like to sleep on the little answer engines like Quora and Reddit. When you are trying to get in with the people researching options to take back to the VPs, these places are amazing. @NeptuneMoon<\/a><\/p>\n\n\n\n

Google ads, some Bing, Meta weirdly works really well, and some LinkedIn. Testing Reddit for certain programs. @JuliaVyse<\/a><\/p>\n\n\n\n

Reddit is an interesting one. Not a lot of direct conversions, but a very engaged audience. It’s a consideration tactic for sure.. @beyondthepaid<\/a><\/p>\n\n\n\n

Meta is working for B2B as a big touchpoint, and it lifts the organic search well. More so for retargeting. Haven\u2019t seen huge success with TOF ads yet. @alimehdimukadam<\/a><\/p>\n\n\n\n

I always talk about it like this (Quora and Reddit-type sites) – if you can get someone in the organization to be your evangelist, that is the best possible outcome. Being present on those platforms organically helps with that, which then supports the credibility of your ads there! @NeptuneMoon<\/a><\/p>\n\n\n\n

Google Ads…@runnerkik<\/a><\/p>\n\n\n\n

@alimehdimukadam<\/a> YT for TOF B2B is very cool! and a lot of acronyms! @JuliaVyse<\/a><\/p>\n\n\n\n

I get clients and my team to get the pixels implemented from Day 1 regardless of whether we are going to spend or not. Why let data go to waste. @alimehdimukadam<\/a><\/p>\n\n\n\n

YES to YT! I wrote an article<\/a> <\/a>for Search Engine Land on this that was published last week..@beyondthepaid<\/a><\/p>\n\n\n\n

YT can be great for TOF and also for down funnel, especially if the solution needs to be seen to be understood. @revaminkoff<\/a><\/p>\n\n\n\n

@JuliaVyse<\/a> Yess, YT – forgot about it. If done right, with a solid strategy – I\u2019ve seen YT outperform. @alimehdimukadam<\/a><\/p>\n\n\n\n

We run YT for almost all our clients. It boosts search performance at a low cost. Totally different from what it was 3-4 years ago (ie expensive and a heavy lift) @beyondthepaid<\/a><\/p>\n\n\n\n

Yes, and I’m still trying to figure out what to call it now that Video for Action is technically Demand Gen, but that has worked wonders too. @revaminkoff<\/a><\/p>\n\n\n\n

yes – Demand Gen is also coming into its own, finally! @beyondthepaid<\/a><\/p>\n\n\n\n

I like Demand Gen, but it is just such a clunky product to me. Like the intricacies when setting up, targeting can be done at ad group level etc…make it make sense. @BorisBeceric<\/a><\/p>\n\n\n\n

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Q3: Which platforms are best for retargeting for B2B lead generation?<\/strong><\/h4>\n\n\n\n
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I swear I’m not watching for IBR to organically be brought up..@navahhopkins<\/a><\/p>\n\n\n\n

We get good results with LinkedIn retargeting. @beyondthepaid<\/a><\/p>\n\n\n\n

Is anyone taking audiences of people who visited via one platform\u2019s ads to then retarget on another platform? Like building an audience from LinkedIn ad viewers to use in say Google Ads? @NeptuneMoon<\/a><\/p>\n\n\n\n

I feel like must be to be there\u2019s nothing that is going to be perfect. But I really do see Google ads succeed at times. @runnerkik<\/a><\/p>\n\n\n\n

old school RLSAs and as much non-pixeled lift as possible. @JuliaVyse<\/a><\/p>\n\n\n\n

I think where it\u2019s tricky is when there\u2019s consumer overlap and not a big price point or it\u2019s SUPER niche\u2026 but a lot of times that\u2019s about contextualizing the data too. @runnerkik<\/a><\/p>\n\n\n\n

@NeptuneMoon<\/a> your point is why Microsoft’s Audience ads are such a steal – build the audience at a discount and then target aggressively on other platforms (if you need to). LinkedIn is a placement in Audience ads. @navahhopkins<\/a><\/p>\n\n\n\n

There will be trade offs. @runnerkik<\/a><\/p>\n\n\n\n

To @navahhopkins<\/a> \u2019s point – this is an often-overlooked benefit of Microsoft Ads! @beyondthepaid<\/a><\/p>\n\n\n\n

I know it\u2019s naughty of me, but I don\u2019t like retargeting that much for b to b or in general but for b to b I don\u2019t feel like people need to be reminded that they have to do something like purchase something. Normally, it\u2019s a cadence or something they are charged with actively researching @runnerkik<\/a><\/p>\n\n\n\n

Google can be great – It’s gotten a little harder to set up\/link remarketing audiences, but the connection to analytics still makes it a very useful player. @revaminkoff<\/a><\/p>\n\n\n\n

Does anyone want to write a guest post about Microsoft Ads retargeting? @NeptuneMoon<\/a><\/p>\n\n\n\n

And a lot of times it\u2019s not the same person…@runnerkik<\/a><\/p>\n\n\n\n

I think for B2B we also need to be talking with clients about their nurturing processes because most B2B purchases require actual sales support to get across the finish line. @NeptuneMoon<\/a><\/p>\n\n\n\n

Yes! It’s often purchase by committee…@JuliaVyse<\/a><\/p>\n\n\n\n

@runnerkik<\/a> 100% on this, “I think where it\u2019s tricky is when there\u2019s consumer overlap” E.g. targeting doctors, MDs, biopharma engineers and then realizing that there are a bunch of weight lifters completely unrelated to the leads you’re trying to get also searching for the same KWs because some article told them about a new thing and then your non-brand or RLSAs get all wonky. @timmhalloran<\/a><\/p>\n\n\n\n

EXACTLY – the final sale takes place outside the digital media ecosphere. @beyondthepaid<\/a><\/p>\n\n\n\n

If anyone volunteers to write the post, happy to provide screenshots and answers to technical questions!  @navahhopkins<\/a><\/p>\n\n\n\n

GDN, Meta & LI with RLSA . Can use platforms for visitor identification – huge unlock for B2B – subject to privacy policy. @alimehdimukadam<\/a><\/p>\n\n\n\n

I have a large audience that I remarket to on Microsoft Ads, LinkedIn, Meta and Google… this month I had someone reach out and realized we were talking back in 2013, and another lead who was a client in 2018 signed up with 2 accounts that day… they said they see my ads every so often, and the timing was right. @Liorkrolewicz<\/a><\/p>\n\n\n\n

@alimehdimukadam<\/a> what do you use for user identification? There are a lot out there – also would love to chat about what you do with that data. @Liorkrolewicz<\/a><\/p>\n\n\n\n

RB2B is my favorite…@alimehdimukadam<\/a><\/p>\n\n\n\n

I say LI is top tier. Generally, I don’t like to retarget a whole lot – once you have generated interest through a relevant, generic keyword or creative, they shouldn’t need to be retargeted to? @BorisBeceric<\/a><\/p>\n\n\n\n

@alimehdimukadam<\/a> What’s your success rate on GDN? @brendan<\/a><\/p>\n\n\n\n

GDN works extremely well. Desktop > Mobile. Mobile-specific placements only. Need to keep an eye diligently on placements.. And have some scripts to keep running in the background. I would say 7 or 8 \/ 10..@alimehdimukadam<\/a><\/p>\n\n\n\n

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Q4: What are clients or stakeholders biggest concerns and requests when it comes to B2B lead generation PPC?<\/strong><\/h4>\n\n\n\n
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Can we get more leads at a lower CPA but also a high ROAS????? I am sort of kidding, but also not @NeptuneMoon<\/a><\/p>\n\n\n\n

Haha that is totally not kidding.@beyondthepaid<\/a><\/p>\n\n\n\n

Just get us more traffic to the site. I know we briefed an awareness program, and I know we limit how many platforms you can be on. But we need TRAFFIC! @JuliaVyse<\/a><\/p>\n\n\n\n

Also\u2026 why is there not more lead activity from Google search (when we have maxed out available demand)? I wish I had more conversations about awareness. As in, you need to spend money on this to grow. @NeptuneMoon<\/a><\/p>\n\n\n\n

Lead quality X 100. @revaminkoff<\/a><\/p>\n\n\n\n

It\u2019s the disconnect between knowing their lead to close time and other processes. If your sales cycle is 6 months. And you are expecting revenue to show up in month 2 – won\u2019t work. And how leads are nurtured, followed up, tracked, CRM integration etc. All those factors which are technically outside the control of the PPC professional causes huge disconnect and issues. Not knowing what their cost per qualified lead number is and so on\u2026.@alimehdimukadam<\/a><\/p>\n\n\n\n

Disengaged sales team – how I wish this was a client concern. @NeptuneMoon<\/a><\/p>\n\n\n\n

Quality…. but most don’t have a great system to assess quality (connect sales to leads – especially when long sales cycles). @Liorkrolewicz<\/a><\/p>\n\n\n\n

I literally just spoke to a lawyer who told me he doesn’t care about quality. “Our sales team is top notch and they can close enough calls, so just bring us the leads.” Uhm nooooo? @BorisBeceric<\/a><\/p>\n\n\n\n

Every time I give a talk on lead gen I ask the audience how much they trust their sales team to close. No one does until that get solved, I don’t know how much any of the metrics matter. @navahhopkins<\/a><\/p>\n\n\n\n

Also, the amount of companies without a CRM where you have to do Google Sheets & Zapier trickery is absurd. @BorisBeceric<\/a><\/p>\n\n\n\n

Life cycle of a B2B leadgen..@timmhalloran<\/a><\/p>\n\n\n\n