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Tip : Ask yourself or your internal contacts the question now: When will the SEA campaigns be successful for you? Is there a CPO / CPL or ROAS value above which the campaigns become profitable? Depending on the size of the conversion, there are narrow limits or a higher budget. If the campaigns are well set up and, for example, a very high-priced machine is purchased through a high number of contacts generated, higher costs per completed and sent form request are also worthwhile. Which Google Ads products are suitable for your B2B campaigns? At first you might think primarily of classic text ads.


Here I will show you a few examples of how you can also use other Google products Special Data sensibly in the B2B sector. Text ads : The classic. B2B users also search via Google and Bing. Remarketing : Use Google Remarketing to address users separately who have already been in contact with your company via your website: via banners, text ads or even video campaigns.  with micro-conversions. For example, someone who has downloaded the catalog or a white paper from your B2B website is already showing an initial interest in your company. If this user then uses Google Search, the Google Display Network or YouTube again, you can place your advertising message directly.




The prerequisite is that you have installed a remarketing pixel on your website and that you “tag” and collect users on a remarketing list. Think about it in advance: Which visitor groups would you like to target again with remarketing campaigns? Is the remarketing pixel built in, e.g. via Google Conversion Tracking or via Google Analytics? Create the remarketing lists and collect visitors on them, for example website visitors, visitors to category pages, users who have already carried out micro-conversions. Display ads : When you think of display, do you first think of the Zalando shoes that will follow you on banners for weeks.