B2B buyers start their journey long before they even search for us. I’ve learned that AI-powered Google Ads campaigns can ignite early demand and reward patience over time.
If I’m relying solely on brand and non-brand keywords in Google Ads, my growth becomes limited. A decline in performance isn’t due to the platform but the strategy behind it.
Discovering a brand doesn’t begin with a non-brand search. Buyers are researching on platforms like Reddit, ChatGPT, Facebook, LinkedIn, and YouTube. They watch demos, read testimonials, and become familiar long before actively searching for us.
For complex sales processes with lengthy customer journeys, this transformation is crucial, demanding a strategic shift. Here’s how I can make it effective in B2B.
AI-powered Campaigns: Your Growth Treasure
Over the years, Google has innovated with multi-channel, multi-asset campaigns like Performance Max and Demand Gen. These campaigns place my brand front and center as audiences research and evaluate options.
When my audience is ready to choose vendors, they’ve already built trust in my brand. They’ll search specifically for me because of the trust I’ve cultivated through consistent visibility.
A well-rounded Performance Max campaign includes diverse ad types, like image and video ads displaying demos or testimonials on YouTube. These ads also engage audiences across the web via the Display Network and retarget them as they continue their research. This process naturally leads to branded searches that ultimately convert.
Such campaigns are cost-effective, allowing me to leverage customer data alongside keywords as intelligent signals, not replacements. It’s about smarter keyword usage.
Dig deeper: Why B2B brands are shifting from keywords to Performance Max
Adapting to the Evolving Search Experience
As AI Overviews and AI Mode transform Google’s search results pages, it’s time I reconsider my ad strategies to align with these changes.
I’m fond of the 4S framework: search, scroll, stream, and shop.
Adding “ask” captures how people now engage with AI tools. They consult ChatGPT or Gemini, search on Google, scroll through LinkedIn, stream videos on YouTube, and shop across numerous platforms. If my strategy focuses on only a couple of these behaviors, I’m missing the full growth opportunity.
Solely targeting keywords means missing the larger narrative. Brand keywords undoubtedly convert better, but how do people arrive at searching my brand? Consistent visibility ensures they notice my brand in their feeds.
Embrace Testing and Learn with Patience
This strategy requires time, especially in B2B settings with protracted sales cycles.
For example, it took almost a year to appreciate how Performance Max contributed to one of my life science client’s success, whose deals typically take months to finalize. There was a moment where our account manager nearly paused the campaign because initial data wasn’t promising.
Integrating sales data changed the perspective. As revenue figures rolled in, the campaign’s value became transparent.
If I can sync beyond MQLs with data like Proposal Sent, it keeps Google well-informed and offers reassurance until the sales data solidifies our insights.
Patience is key when providing the system quality data. I must remain steadfast and avoid quitting prematurely, accepting the complexity of B2B cycles.
An event might draw 100 people, some catch a webinar email later, and months pass before they search for us and request a proposal, eventually becoming customers. With long sales cycles, phenomena like this unfold subtly.
Dig deeper: How to optimize B2B PPC spend when budgets and confidence are low
Start with Small Steps, Then Scale Success
If testing funds are limited, I can designate 5% to 10% for AI-forward campaigns. Strategic testing without major commitments at peak times allows room to maneuver while the system adjusts.
Investing time in this strategy ensures sustainable growth. Those who master it gain an enduring competitive edge, unlike those focused on diminishing demand.
Inspired by this post on Search Engine Land.
