B2B lead generation through paid search is constantly evolving. Today’s effective PPC strategies differ from previous years. B2B marketers must adapt and zero in on:

• Hyper-personalization using first-party data.
• Leveraging account-based marketing to target high-intent audiences.
• Engaging and educating prospects with interactive content.
• Developing compelling video assets for Performance Max and beyond.
• Using AI-driven automation.

1. Hyper-personalization using first-party data

Focusing on hyper-personalization to engage our target audience is necessary, but it has become even more difficult as Google cracks down on personalization policies in Google Ads. 

This strategy involves leveraging your company’s data analytics and advanced segmentation techniques to deliver tailored content and offers to individual prospects based on your preferences, behaviors and demographics.

Break out your campaigns in Google Ads by industry, job title or other ways to best segment your audiences. Analyze vast datasets to gain deeper insights into your audience’s needs and pain points. With this knowledge, you can create highly targeted campaigns that resonate with prospects personally, driving higher engagement and conversion rates.

Successful B2B lead generation campaigns will prioritize hyper-personalization, delivering customized content across various channels, including email, social media and PPC. By addressing each category’s unique challenges, you can establish stronger connections and foster trust, ultimately paving the way for long-term relationships with prospects.

Dig deeper: The search marketer’s new imperative: Capturing first-party data

2. Leveraging account-based marketing to target high-intent audiences

To find these prospects, account-based marketing (ABM) continues to gain momentum as a powerful strategy for B2B lead gen, especially in complex, high-value sales environments. Unlike traditional lead gen approaches that cast a wide net, ABM targets specific accounts or companies with personalized messaging and experiences.

Consider embracing ABM tools to collect audiences to target within Google and Microsoft Ads. The shift to first-party data demands better audience lists for targeting on Display, Demand Gen and Video Campaigns. These signals are also necessary for effective audience signals on Performance Max campaigns.

Without strong audiences these tools can offer, you may be wasting money on campaigns that deliver to the wrong audiences. Using ABM tools is especially important, as many ads could land in front of consumers rather than businesses, wasting precious ad spend or driving low-quality leads.

Tools, including 6sense, ZoomInfo and Hubspot, can create contact lists, integrate with Google and Microsoft Ads and personalize landing pages and email sequences. 

These advancements in marketing technology let you scale your ABM efforts effectively, leveraging automation and predictive analytics to identify and prioritize high-potential accounts.

By investing resources in strategic account targeting and personalized engagement, your B2B organization can drive meaningful conversations and win new business in 2024.

Dig deeper: Maximizing your B2B spend: Is account-based marketing worth it?

3. Engaging and educating prospects with interactive content 

With shorter attention spans nowadays, use interactive content to grab your audience’s attention. Instead of using static assets like whitepapers and ebooks, which have been the norm for lead generation landing pages for years, interactive content gets people actively involved, leading to better engagement and understanding.

From interactive quizzes and assessments to calculators and configurators, there are myriad ways to create compelling interactive experiences that educate and entertain prospects while subtly guiding them through the buyer’s journey. Incorporating forms into interactive content keeps PPC campaigns effective for lead generation while offering value.

Leverage interactive content formats to stand out and engage your audience while gaining data, finding qualified leads and boosting conversions efficiently.

4. Developing compelling video assets for Performance Max and beyond

Creating effective video content is to level up your B2B lead gen efforts. Video is now a key component in Google and Microsoft Ads, incorporated into various campaign types like Demand Gen and Performance Max. If you’re not producing compelling video content, you risk lagging behind in your marketing efforts.

This also includes short-form videos. Since Google now offers ads for YouTube Shorts, remember to create vertical video content that can be served on as many channels as possible.

If you’re investing in expensive ABM tools to collect audience lists, put your best content forward to entice your audience to interact with your content. Video content is essential to a strong PPC B2B strategy today.

Dig deeper: How advertisers can capitalize on vertical video

5. Streamlining processes and driving efficiency with AI-powered automation

Amid data overload, you can rely on AI and automation to streamline lead generation and boost efficiency. AI simplifies tasks like data analysis, ad copywriting and emailing prospects, simplifying PPC processes.

AI-powered automation is central to B2B lead gen campaigns, allowing you to deliver personalized experiences at scale while optimizing resource allocation and campaign performance. Google also enables AI within Google Ads through “AI Essentials,” so you can quickly launch campaigns or create deliverables to integrate into your interactive content or ebooks on landing pages.

The keys to successful PPC lead gen today and beyond

As data privacy restrictions tighten and buyer expectations shift, B2B companies must adapt their paid search approaches accordingly. These strategies blend cutting-edge technologies with customer-centric experiences to capture attention and drive conversions.

From personalized ads to interactive content and AI optimization, these tactics are crucial for staying ahead of the curve in 2024’s lead generation landscape.