Try These PPC Strategies For Your B2B Business In 2024

The world of B2B marketing is constantly evolving, and staying ahead of the curve with your PPC (pay-per-click) strategy is crucial. While tried-and-true methods still hold weight, there’s a lot to be said for embracing new trends and technologies.

In this blog post, we’ll delve into some of the most effective PPC strategies for B2B businesses in 2024, helping you refine your campaigns and maximize your return on investment (ROI).

Harnessing the Power of Video

Video marketing has exploded in recent years, and its influence on PPC is undeniable. Gone are the days of relegating video to brand awareness campaigns. In 2024, consider using video ads to showcase your products or services in a way that resonates with your target audience.

The beauty of video ads is their ability to capture attention and tell a compelling story in a short amount of time. They can be particularly effective in B2B marketing, where complex solutions often require explanation.

Don’t be afraid to experiment! You can create high-quality videos using just a smartphone and some basic editing tools.

AI: Your New Campaign Partner

Artificial intelligence (AI) is rapidly transforming the marketing landscape, and PPC is no exception. AI-powered campaign tools can automate tasks, analyze vast amounts of data, and deliver laser-focused targeting.

Here are a couple of ways AI can elevate your B2B PPC strategy:

  • Smart Bidding: AI algorithms can analyze user behavior and market trends to optimize your bids in real-time. This ensures you’re reaching the right audience at the right price, maximizing your campaign efficiency.
  • Automated Creatives: AI can generate multiple ad variations based on audience data and performance metrics. This allows you to A/B test different ad copy, headlines, and visuals to see what resonates best with your target market.

The Classics Still Count

While AI and video are exciting innovations, don’t underestimate the power of established PPC strategies. Here are a few tried-and-true tactics to keep in mind:

  • Keyword Research and Targeting: Solid keyword research is the foundation of any successful PPC campaign. Use tools like Google Ads Keyword Planner to identify relevant keywords with high search volume and low competition.
  • Location Targeting: Tailor your campaigns to specific geographical locations where your ideal customers reside. This ensures your ads are reaching the most relevant audience.
  • Remarketing: People who visit your website but don’t convert are valuable leads. Utilize remarketing campaigns to keep your brand top-of-mind and entice them to return and complete a desired action.

Embrace Experimentation

The PPC landscape is dynamic, so don’t be afraid to experiment with different strategies and tactics. Continuously test and analyze your campaigns to see what works best for your B2B business.

Here are some additional tips for staying ahead of the curve:

  • Stay Updated on Industry Trends: Keep yourself informed about the latest PPC trends and technologies by reading industry publications and attending relevant webinars or conferences.
  • Utilize Multiple Platforms: While Google Ads is a dominant force in PPC, explore other platforms like LinkedIn Ads and industry-specific publications to reach a wider audience.
  • Prioritize User Experience: Landing pages associated with your PPC campaigns should be user-friendly and optimized for conversion. Ensure they provide clear value propositions and a seamless user experience.

By incorporating these strategies into your B2B PPC approach in 2024, you can reach the right audience, generate high-quality leads, and ultimately achieve your business goals. Remember, PPC is an ongoing process, so be prepared to adapt and refine your campaigns as needed.


1. Why should B2B businesses invest in video PPC campaigns?

Video content is highly engaging and can effectively capture the attention of decision-makers. It allows for clear demonstration of products and services, making complex information more accessible and memorable.

2. What types of video content work best for B2B PPC campaigns?

Explainer videos, customer testimonials, product demonstrations, and educational content are highly effective. These types of videos build trust and showcase the value of your offerings.

3. What are some AI tools I can use for my PPC campaigns?

Tools like Google Ads Smart Bidding, Facebook’s AI targeting, and third-party platforms like AdRoll and WordStream offer AI-driven features to enhance campaign performance.

4. What are some classic PPC strategies that are still effective in 2024?

Keyword optimization, audience segmentation, and A/B testing remain fundamental. These strategies help ensure your ads are relevant, targeted, and continually improving based on performance data.

5. How can I effectively experiment with my PPC campaigns?

Use A/B testing to compare different ad variations, try new platforms or ad formats, and adjust targeting criteria. Regularly analyze the results and iterate based on what works best.