10 Ways to Generate Higher Quality Leads With Your B2B PPC Campaign

You have spent so much time and money on your B2B PPC campaign. From research to implementation, you’ve put in a lot of effort, and those efforts are starting to pay off. On the surface, you see that your campaign has generated a substantial amount of leads, conversion rates are good and you’re happy with your cost per lead.

However, after taking a closer look, you notice that the majority of your leads aren’t actually going anywhere—they’re not turning into opportunities or customers, and your ROI is suffering because of it. But there’s a way to turn that around. Here are 10 ways to generate better leads from your B2B PPC campaigns.

Proper URL Tracking

Use UTM parameters and ValueTrack Parameters to help you measure the effectiveness of your campaign by collecting different sets of data such as which site and campaign the lead came from, the device used, the keyword searched and more.

Best Practices for UTM Parameters

For best practices, use this naming convention and use at least six parameters in your URLs:

  • utm_campaign: The name of your PPC campaign
  • utm_device: The type of device used — Tip: set it to {device} to automatically pass the device the user utilized
  • utm_matchtype: The keyword match type (broad, phrase, exact) — Tip: set it to {matchtype} to automatically pass how the keyword was matched
  • utm_medium: The type of channel
  • utm_source: The ad platform you’re running your ads on
  • utm_term: The keyword defined in your ad campaign — Tip: set it to {keyword} to automatically pass the keyword searched by the user

Find the Source of Opportunities

After setting up your tracking parameters, you’ll want to capture them on your landing pages and store them and other details about your leads in your marketing platform—specifically your contacts database.

Once this data is stored and organized, be sure to sync the leads data with your CRM. You’ll also want to make sure that you can view all the opportunity data for your leads. At a minimal level, you should be able to see the view lead status or stage (opportunity, sales qualified lead, marketing qualified lead or customer) as well as the opportunity size or deal amount. Once all the available data is collected, create reports to segment and isolate it.

Data to Extract

  • For each campaign, device, keyword and source, extract the number of opportunities, opportunity amount and customers won.
  • For each lead, extract the name, company, email, lead status (or stage), lead score, opportunity amount, campaign, device, keyword and source.

This will allow you to monitor and adjust your PPC on a more granular level, and see where your opportunities are truly coming from. Pair this data with your spend data, and that’s your true ROI.

Following this, look at your lowest-scoring or poor-quality leads (or leads with invalid/junk data in important fields), and see what campaigns, devices or keywords these leads have in common.

Segment Campaigns

When it comes to creating campaigns for your offers, don’t forget to really look into all the different ways your target audience is looking for the solutions you offer. Strategically plan to segment your offer into as many groups as possible.

Here are some groupings to consider:

  • Benefit
  • Geographic location
  • Main feature
  • Subcategory
  • Target industry

After identifying all the segments you want to include, set up each of your campaigns with:

  • All the keywords related to the segment
  • Customized ad copy for the segment
  • Customized landing pages with content only about that segment

By setting up campaigns like this, you’ll be able to focus your efforts on better quality leads and higher conversion rates.

Target Relevant Keywords

After segmenting your campaigns, really dig deep into identifying the most relevant and focused keywords for those campaigns. When targeting keywords, keep the searchers’ intents in mind, as well as how their location could affect their intent. Going off of the volume of searches, you may even want to opt for segmenting and tailoring your campaigns even further—the more customized your keywords, ads and landing pages are, the better your leads will be.

You can also look into long-tail keywords (four or more words). Typically, searchers typing in longer search terms have done more research and focused on precisely what they’re looking for, which makes them quality prospects.

Avoid Irrelevant Keywords

Using relevant keywords is as important as filtering out the irrelevant ones. Go over your Search Terms Report in order to determine if your ad is getting any irrelevant clicks, and if you find any, put those keywords on your negative keyword list. This should help search engines steer any unwanted traffic away from your ad. You can also pause any keywords that are predominantly attracting poor leads.

After filtering out the keywords that are doing you a disservice, you now have a pared-down list of keywords that are working well for you.

Here’s how you can amplify the effects of these keywords:

  • Increase their bids for higher SERP rankings
  • Segment them into a new group or campaign for more customized ads and landing pages
  • Discover other related keywords you may have originally overlooked
  • Pre-Qualify Visitors With Ad Copy

The purpose of your ad copy is not only to increase click-through rates—your ad copy should pre-qualify your visitors so you can attract more relevant traffic.

You can do this by including these elements:

  • Business size
  • Industry
  • Pricing
  • Target persona

Tip: Consistently A/B test your ads in order to optimize performance and see which ad is generating more conversions, opportunities and click-through rates.

Create Tailored Landing Pages for Ad Groups

As we’ve said before: the more tailored your landing page is, the better quality leads you’ll get—and this means more bang for your buck. Optimize these elements to maximize the conversion rates of your landing pages.

  • Tailor your landing pages’ content above the fold to the challenges, wants and needs of your ad group — Tip: Use dynamic headlines and subheadings, which you can pass as parameters of your landing page URL
  • Utilize landing page best practices to nurture conversions
  • Determine the offers that drive the most results, such as consultation requests, demo scheduling, proposal requests, free trials, free evaluations or free assessments

Keep testing your landing pages to find out which variants are driving the most conversions, customers, opportunities and ROI. The most important elements for you to run A/B tests on include.

  • Headline
  • CTA
  • Background or Hero Shot
  • Form

Gather Keyword Inspiration From Competitors

Does one of your competitors have a hold on all the good real estate on SERPs? Look into their strategy! See what keywords and CTAs are working for them, and implement a similar strategy (without blatantly copying them). Tip: Avoid using your competitors’ branded keywords in your ads, as Google may ding you for this and it will decrease your credibility.

Take Mobile Performance Into Consideration

If you decided to implement device tracking, pay attention to how your mobile ads are performing. Are your mobile leads converting or becoming opportunities? If they’re not, you know to stop running your campaigns on mobile devices and focus your bids on computer or tablet traffic.

Build Your Ad Schedule

Setting up a schedule for your ads and combining opportunity data with your ad schedule will help you determine what days or times of day produce the most opportunities, and from there, you can adjust your bids or campaigns as needed. Tip: Examine this data from a longer period of time or at least one quarter.

These 10 practices will help you generate higher quality leads from your B2B PPC, and if you’re interested in further maximizing your PPC campaign, check out these tips.

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