Paid ads for B2B can buy pipeline fast or burn cash fast, and the difference is rarely the ad itself. It works when the targeting is tight, the offer is worth a click, and the page it lands on actually converts.
How It Works
- Match the channel to intent. Google catches people already searching; LinkedIn reaches people by role before they search. Use each for what it's good at.
- Lead with one clear offer. A specific, valuable offer beats a clever ad with a vague ask.
- Send clicks to a page built to convert, not your homepage. The landing page does most of the work.
- Watch cost per qualified lead, not clicks. Cheap clicks that never convert are the most expensive kind.
What to Measure
- Cost per qualified lead
- Click-through rate
- Landing page conversion rate
- Return on ad spend
Common Mistakes
- Sending paid traffic to the homepage. A general page kills conversion. Build a page for the specific offer.
- Optimizing for clicks. Clicks are easy to buy and easy to waste. Optimize for qualified leads.
How theKrew Runs This for You
theKrew builds the targeting, writes the ads and the landing page, and watches cost per qualified lead, so the budget goes to what converts instead of what gets clicks.