b2b lead generation

Leveraging Paid Ads for B2B Lead Generation

Paid advertising is an effective B2B lead generation strategy, as it helps you reach your target audience and cost-effectively generate high-quality leads. Platforms like Google Ads, LinkedIn Ads, and Facebook Ads allow you to showcase your products and services to a specific group of people most likely to be interested in them. 

Paid advertising offers a range of benefits, including targeting specific demographics, increasing brand awareness, and driving traffic to a website. This article will explore the benefits of using paid advertising for B2B lead generation. We will also provide tips and best practices for optimizing your paid advertising campaigns to achieve maximum results and ROI.

Top Paid Advertising Channels for B2B Lead Generation

Paid advertising effectively allows your B2B business to generate leads. Here are the different types of paid advertising mediums you can explore.

Google search

PPC can bring 2x traffic compared to SEO, making it a must-have for your business. Furthermore, 87% of B2B audience finds new content through the search engine. Combined, SEO and PPC will help your online visibility in a super-competitive B2B space.

Tips to get started:

Keyword strategy

Research and select relevant keywords for your target audience to optimize your search campaigns.

Improve quality score

Improve the relevance and value of your ads to increase the quality score and ultimately lower the cost of your ads.

Maximize impression share

Use tactics like keyword bidding and ad relevance to ensure your ads are being shown as often as possible.

Programmatic (DV360)

Programmatic advertising is a type of automated ad buying that is becoming a popular option for B2B businesses. It allows for efficient and targeted ad placement, resulting in increased ROI and improved user experience.

Tips to get started:
  • Create realistic goals
  • Define the B2B buyer journey
  • Define your B2B target audience
  • Look for a service provider to place ads
  • Create compelling creatives


Native advertising refers to ads that match the look and feel of the content surrounding them. They are less intrusive than traditional display ads and can blend seamlessly into the user experience. You can use the following native advertising types for your B2B business: paid social, paid search, paid advertorial, paid discovery, and promoted listings.

Tips to get started:
  • Share your content on other websites to reach a wider audience and drive traffic back to your site. Native ads are a form of content syndication, blending seamlessly into the user experience. 61% of B2B marketers use PPC ads to share their content with the broader TG.


Facebook and Instagram offer paid advertising options like sponsored posts, display ads, and video ads. These platforms provide a large and engaged audience.

Tips to get started:


Create a targeted and personalized experience for potential customers to move through, from initial awareness to conversion.

Lead generation tactics

Use sponsored posts, display ads, and video ads to reach your target audience and generate leads.


Quora is a question-and-answer platform that allows you to place ads and target users who have asked questions about your products or services.


YouTube allows you to place video ads in front of a large audience.

Tips to get started:

Full-funnel video strategy

Create a comprehensive video strategy that considers each customer journey stage and uses video content to engage and convert potential customers. This can include awareness-building content, product demos, and customer testimonials.


Twitter allows you to place sponsored tweets, promoted accounts, and promoted trends in front of your users.

ABM platforms

Account-based marketing (ABM) platforms allow businesses to target specific accounts and decision-makers within those accounts, providing a highly personalized and effective form of B2B advertising.

Best Practices for Media Planning and Buying for B2B Lead Generation

Here are some best practices for media planning and buying for B2B lead generation:

Define your target audience

Identifying and defining your target audience is crucial to successful media planning and buying. This includes understanding their demographics, interests, behaviours, and decision-making process.

Set clear goals

Determine the specific outcomes you want to achieve with your media plans, such as lead generation, brand awareness, or product education.

Conduct market research

Gather information on your target audience and the competitive landscape to inform your media plan. This can include researching media consumption patterns and industry trends.

Choose the right channels.

Determine the most effective channels to reach your target audience, considering factors such as budget, size, and engagement.

Plan your budget

Allocate your budget based on your chosen channels and tactics, considering both reach and frequency.

Utilize data and technology

Utilize technology to automate and optimize your media buying process. Use data to inform your media plan and buying decisions. This can include data on audience behaviour, campaign performance, and market trends.

Continuously monitor and adjust

Regularly review your media plan and campaign performance, making adjustments to optimize results.

Work with a partner

Consider working with a B2B marketing agency to benefit from their expertise and technology to ensure the best results for your lead generation efforts.

Bottom line

Paid advertising gives you the benefits of reaching a highly targeted audience of professionals and robust targeting options. You can reach your desired audience with relevant and impactful ads in no time. When creating a paid advertising campaign, it is essential to focus on clear goals, thorough research and targeting, and regular monitoring and optimization. 

You can effectively drive lead generation and grow your business by utilizing the right tactics and working with a partner agency. Contact us today to learn more about our B2B lead generation services.