9 Strategies for Improving Lead Quality From B2B PPC Campaigns

PPC Campaigns

PPC advertising is one of the best ways to ensure exposure to B2B marketing. It will also promote your products effectively to the target audience. However, you need to follow the right strategies to achieve success with PPC advertising.

Listed below are the five best strategies you can put in practice:

  1. Optimize your Landing Pages

These pages are known to have a significant impact on lead generation efforts. Hence, it is vital to optimize your landing pages and attract the right type of leads that fill out the details on the forms provided on landing pages. So make sure you use the accurate number of form fields. Also, create a custom landing page dedicated to personalized ads that may enhance your conversions and ensure the best experience for users.

  1. No Unwanted Keywords

Targeting only the right type of keywords is crucial. However, you may also adopt some other ways to filter out unwanted keywords that may not hold any relevance to your brand. In case you have been receiving irrelevant clicks on one of your ads, simply place those keywords along with the negative keywords. The process will inform search engines not to display advertisements for those keywords. Also, pay attention to keywords giving poor results. Add these to the negative keyword list. This will help you stop getting traffic through those searches. All of your efforts should be focused on keywords that give better opportunities for increasing leads.

  1. Device Adjustments

It helps to find out which of the devices (tablet or mobile) can generate several opportunities and leads for your business so that you can target them consequently. Once you get to know about the platforms that aren’t performing well, stop the campaign on that specific device. This will help you focus on the best platform and convert more.

  1. Variety of Advertising

Start thinking beyond traditional search ads. This is how you can attract high-quality leads. Use advanced features such as Facebook and Google Adwords. These offer retargeting options to reach your visitors in a more targeted way. Remarketing can help motivate visitors who failed to show a willingness to buying initially. The option helps direct your visitors up to the sales funnel.

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Another great option in this respect is content remarketing. It helps engage your leads by providing them with varied offers. Many PPC platforms also offer unique features to match the audiences, such as the Lookalike Audiences option on Facebook.

  1. Social Media Channels are Important

Yes, these are very important to help you nurture leads and target prospects in a way to convert them. Social networks are great channels to establish conversations and target leads based precisely on their preferences/interests. You may even target prospects that had shown interest in purchasing products or services. These channels are usually deemed by most professional Pay Per Click companies as triggers for starting great conversations and establishing email campaigns to produce targeted leads.

Email drip campaigns are beneficial in increasing conversions significantly. This is because they can enhance audience engagement levels. Prospects can be sent messages and invitations to join a thought-provoking webinar on a favourite topic. These campaigns promise reasonable click-through rates and ensure higher rates of conversions.


In case, you are struggling for achieving high-quality leads, following the strategies mentioned above will help you get desired results for your B2B campaigns. The lead conversion rate depends on several factors such as resources, money, and time you are willing to invest in achieving success in the PPC campaigns. Making appropriate decisions will help you attract qualified leads and higher ROI.

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