B2B PPC Agency

An Extension of Your Team
Advant Technology, your trusted B2B search engine marketing agency, integrates as an essential extension of your team. We provide customized solutions that address your unique business requirements in the B2B ecosystem, ensuring our strategies align with your objectives.
Data-Driven Approach to B2B PPC Strategy
Our B2B paid search management is meticulously tailored to your specific campaign objectives and the requirements of your target audience. We gain deep insights into your audience's behaviours, preferences, and challenges, empowering informed decisions about channel selection, budget allocation, and the development of messaging and creative assets that resonate powerfully with your audience
Accumulated Experience and Expertise in B2B PPC Management
With years of expertise in B2B PPC management, we are acutely aware of the intricate challenges businesses face in targeting B2B buyers. We've refined our PPC strategies to successfully navigate these complexities, employing programmatic techniques to deliver cost-efficiency and transparency for our clientele.
Versatility in B2B PPC Strategies
While PPC forms the core of a core focus, we acknowledge the importance of a multi channel approach. There may be instances where we leverage other digital advertising opportunities to supplement our B2B PPC strategies. Such enhancements include access to premium display inventory beyond the Google Display Network, LinkedIn Ads, Quora, Reddit and more.
Google Ads advertising can be a real asset to your B2B marketing strategy. But if you're not seeing the results that matter to your business, it might be time for a change in strategy.

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Our team is dedicated to helping your business grow.

Campaign Optimization: Our Mantra

At Advant Technology, optimization is not just a process; it’s our mantra. We don’t believe in a ‘set it and forget it’ approach. Each channel has its own unique algorithms and considerations, and we align our optimization strategies accordingly. 

Paid Search: A Key Driver for B2B Lead Generation

In highly competitive markets, intent-based search advertising can be instrumental in driving lead generation. We develop Google Ads campaigns that tightly align with targeted keyword strategies. We collaborate closely with you to identify the right search terms and ad messaging that will resonate with your target audience.

Keyword Optimization: Intent-Driven Targeting

In order to drive key B2B marketing objectives, such as lead generation, conversions, and white paper downloads, our approach to keyword optimization focuses on capturing intent and aligning with your specific industry needs. Our strategy incorporates the following:

  • 1
    Branded Keywords: We optimize for terms that include your brand name, serving as a key touchpoint for users familiar with your business or actively researching your company.

  • 2
    Competitor Keywords: Recognizing that users may be considering multiple options, we strategically target keywords that include your competitors' brand names, aiming to capture attention at this crucial decision-making stage.

  • 3
    Related Keywords: We include keywords that pertain to the solutions, products, or services related to your business. This helps reach an audience that may not be aware of your brand but has shown interest in what you offer.

  • 4
    Generic Keywords: Lastly, we select high-volume, industry-specific keywords that might be used by potential clients at the early stages of the buying process.

  • 5
    Negative Keywords: We continuously refine our keyword strategy by adding negative keywords, ensuring your ads only appear for the most relevant queries. This proactive approach enhances the efficiency of your campaigns, eliminating irrelevant traffic and reducing wasteful spending, an essential practice in B2B PPC management.

B2B Ad Copy Optimization: Clear Messaging for High Engagement

Our B2B ad copy optimization focuses on delivering clear, compelling messages that resonate with your audience. By incorporating keywords that align with the intent and interests of your prospects, we create engaging ads that motivate clicks and drive engagement in the context of ABM and demand-generation strategies.

Ad Placement: Strategic Positioning for ROI

Optimal ad placement is critical in B2B PPC. We analyze performance across different placements and adjust bids accordingly, aiming to maximize conversions at the lowest cost per acquisition. This strategic positioning allows us to capture valuable leads and drive B2B conversions more effectively.

Precision Geo-Targeting in B2B Campaigns

For B2B, not only should we think of specific markets but also the highest concentration of cities which have your customer’s profiles. Of course, if the search is being performed outside of your geo and is relevant we may want to bid on those users, budget dependent. 

Efficient Bid Strategy: Maximizing B2B Conversions

We employ advanced bid strategies like Target CPA or Target CPC to maximize your B2B conversions.

Ad Scheduling for B2B Engagement

By analyzing the performance of your campaigns at different times and days, we fine-tune ad scheduling to reach your audience when they are most active. This practice maximizes conversion chances, aligning with the unique behaviours of B2B buyers.

Retargeting with RLSA

We use RLSA to re-engage potential customers who have previously interacted with your website. This tactic is particularly valuable in B2B marketing, where the sales cycles are longer. By tailoring ad text and adjusting bids for this audience, we help nurture these potential leads towards conversion.

Dynamic Search Ads for B2B Demand Generation

We use Dynamic Search Ads (DSAs) to boost your B2B search advertising strategy. DSAs generate ad copy for relevant search queries based on the search query itself making ads more relevant. 

Device Bid Adjustments

Understanding that different devices play varying roles in the customer journey, we use device bid adjustments. This allows us to optimize bids based on device performance, ensuring we’re capitalizing on all opportunities to reach your audience.

Smart Bidding for High-Quality Leads

For B2B marketing, where the ultimate goal is conversions, Smart Bidding is a game-changer. Google’s machine learning-powered bidding strategy allows us to target high-value leads, optimizing bids in real-time for each auction. This method efficiently manages costs while maximizing lead generation.

Enhancing B2B Ad Visibility with Google Ad Extensions

Ad Extensions play a significant role in enhancing the performance of your B2B ads by providing additional useful information. Extensions like site links, callouts, and location can help direct your audience towards specific actions, such as white paper downloads or contact forms. Due to their increased real estate on the page, it can help increase visibility and therefore CTR.

PPC Planning with Performance Planner

The Performance Planner is integral in our approach to optimize your B2B marketing budget. By providing key insights into potential monthly and quarterly outcomes based on specific spend levels and return-on-ad-spend (ROAS) goals, we can strategically allocate your budget to meet your demand generation objectives effectively.

Single Keyword Ad Groups (SKAGs) for Precise Targeting

In the context of ABM (Account-Based Marketing) in B2B, the use of Single Keyword Ad Groups (SKAGs) allows for highly precise targeting and improved ad relevance. By focusing on individual keywords, we can improve Quality Scores, lower cost-per-click (CPC), and drive higher conversion rates.

Conversion Tracking: Measuring Success

In the realm of B2B PPC, the success of a campaign hinges on accurate conversion tracking. At Advant Technology, we prioritize comprehensive conversion tracking to evaluate the efficacy of our strategies. We closely monitor the actions users take after clicking on your ads – whether they download a whitepaper, sign up for a newsletter, make a purchase, or fill out a contact form. This enables us to understand which keywords, ads, and campaigns are driving the most valuable actions, allowing for real-time optimization and adjustment. With our robust conversion tracking practices, we provide a clear picture of your ROI, empowering us to refine our strategies for your business growth continuously.

B2B Landing Pages

As an experienced B2B Google Ads agency, we offer strategic guidance for designing effective B2B landing pages that align with your paid advertising campaigns:

  • 1
    User-Centric Design: Ensure your landing page layout is clean, intuitive, and easy to navigate. A simplified user journey is more likely to lead to a conversion event like a form submission or white paper download.

  • 2
    Relevant Content: Align the content on your landing page with your ad messaging. This not only aids in user experience but also improves your Ad's quality score.

  • 3
    Clear Call-To-Action: Guide your audience towards the desired action with a clear, compelling call-to-action. This could be scheduling a consultation, downloading a resource, or signing up for a newsletter.

Industries We Serve

  • 1
    Technology: Adapting to rapid change, we help tech businesses capture leads and navigate competition effectively.

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    Software and SaaS: We're skilled in creating strategies for complex software and SaaS products to generate valuable leads.

  • 3
    Healthcare: We assist medical companies in connecting with professionals, institutions, and decision-makers in their field.

  • 4
    Finance: Our strategies for financial firms focus on generating qualified leads and managing risk.

  • 5
    Manufacturing: For manufacturers, we highlight unique offerings and create B2B connections to boost demand.

  • 6
    Professional Services: We aid service providers in standing out from the crowd and reaching the businesses that need them most.

Pricing and Packages

We typically cater to campaigns with a monthly budget of at least approximately $10,000. This commitment enables us to deploy the resources necessary to achieve your goals, drive growth, and deliver a significant return on your investment.

Our pricing structure is based on the scope of work, which is determined by factors such as the number of campaigns, target markets, and specific requirements. Our pricing model typically encompasses a hybrid approach, combining elements of account management and media commission. 

Case Study: Global Technology Services Company


A prominent global technology services (NTT LTD) engaged Advant Technology via our sister agency the Digital Innovation Group with the goal of significantly amplifying its B2B lead generation efforts helping to fill the sales pipeline. Through our agency’s proprietary approach, we embarked on a comprehensive account optimization strategy. 

The Challenge

Our primary task was to enhance the account’s performance through rigorous optimization to drive substantial growth. The objectives were explicit: increase Click-Through Rate (CTR), decrease Cost-Per-Click (CPC), and critically expand the sales pipeline with quality leads.

The Solution

Through extensive analysis, strategic implementation, and advanced optimization techniques, we massively improved the account performance. 

  • 1
    Pipeline Growth: Leveraging our superior B2B paid search management skills, we drove an impressive $19.87 million increase in the sales pipeline. This was achieved through a thorough understanding of the company's specific business landscape and by executing a highly-targeted, intent-driven PPC strategy.

  • 2
    CTR Increase: Through a complex mix of advanced optimization techniques including, but not limited to, smart keyword selection, meticulous demographic targeting, refined ad scheduling, and dynamic ad creation, we successfully escalated the CTR from 1.31% to a remarkable 9.16%. This substantial increase showcases our ability to create compelling ads that capture the audience's attention and inspire meaningful action.

  • 3
    CPC Reduction: Lastly, we successfully reduced the average CPC from $3.80 to $2.57, significantly undercutting the channel benchmark of $4.85. This was accomplished by employing intelligent bidding strategies and continuous monitoring, allowing us to adjust bids for optimal performance while maintaining cost-effectiveness.


Absolutely. Pay-Per-Click (PPC) advertising has proven to be an effective strategy for B2B marketing. It provides businesses with the ability to quickly reach a targeted audience with precise messaging, promoting actions like form completions, white paper downloads, or other conversions vital to the B2B sales process.

Some of the reasons why PPC is advantageous for B2B marketing include:

  • 1
    Targeted Reach: PPC allows businesses to target specific industries, companies, or job functions, which is particularly beneficial for niche B2B markets.


  • 2
    Intent-Driven Results: With PPC, businesses can focus on high-intent keywords related to their product or service, capturing leads who are actively seeking solutions.


  • 3
    Measurable Metrics: PPC offers clear, measurable metrics such as Click-Through Rate (CTR), Cost-Per-Click (CPC), and conversion rate, enabling businesses to track ROI effectively.


  • 4
    Quick Entry: Unlike organic strategies, PPC provides immediate visibility on search engine result pages, making it an efficient method for new businesses or product launches.

Pay-Per-Click (PPC) for B2B is a digital marketing strategy where businesses target other businesses through paid advertisements.

B2B PPC differs from B2C in several fundamental ways. Firstly, B2B PPC targets a niche, professional audience and thus requires more precise, industry-relevant keywords. Secondly, B2B sales cycles are usually longer, necessitating a sustained approach to lead nurturing. Finally, B2B PPC content tends to be more informational, aligning with the decision-making process of business stakeholders.

By contrast, B2C PPC generally targets a broader audience with a more straightforward, often emotion-driven purchase path. The focus is on attracting impulse clicks and immediate conversions with attractive deals and compelling, relatable content. 

Analytics & Real Time Business Intelligence Dashboards

At Advant, we understand the importance of real-time reporting to improve our clients’ advertising strategies. Check out a sample of our reports. We provide industry leading reporting giving not just data but insights to stakeholders across your marketing and sales functions.
Our team of media strategists tirelessly work on all channels to quickly adjust budgets and strategies when necessary. This level of media agility and cohesive optimization sets us apart from other agencies that may not offer the same level of service. Trust Advant to help your business achieve the best possible outcomes from your B2B PPC campaigns.

Advant Technology Display Advertising Scaled 6

What’s included in our programmatic agency set-up?

  • Project Initiation
  • Onboarding tracker customisation
  • Run through with the client to ensure all points are covered
  • Help facilitate with social channel creation incl logins
  • Consult & close work where required with Creative Team on digital assets & content including landing pages
  • Invoicing setup for each platform as well as internal systems for tracking spend & payments schedules
  • Tracking strategy & pixel implementation
  • Advertising accounts creation & set up
  • Campaigns structure setup, all strategies and corresponded assets upload, push live
  • Platform approvals expediting where required/applicable

What’s included in our agency's ongoing management?

  • Account Management
  • Weekly/Bi-weekly catch-up & optimisation calls
  • Ad hoc meetings
  • Creative consulting based n the test results & learnings
  • Bid optimisation
  • Audience optimisation 
  • Whitelist optimisation
  • Ads review/pause/refresh/new to test
  • Ads rotation
  • Budget optimisation between strategies
  • Placement and creative optimisation
  • Frequency optimisation
  • Monitoring & refreshing audiences if required


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Different Ad Formats

Average CPC, Total Clicks, and Graphical Representation

Video Ads

Benefits of the program from different angles in animation

Text Ads

Benefits of the program from different angles

Image Ads


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