The Role of Google Search Ads in B2B Marketing

Google Search Ads can be a quick fix way to see your business at the top of the search rankings.

But do they consistently deliver a return on investment?

In this article we review long term results across multiple industries and provide insights into where the best return on investment consistently comes from in the B2B marketing sector.

Google Ads Explained

Chatting with our clients this week has made me realise there is still confusion about what is an Ad on the Google search results and what is a free listing.

So let’s clear that up first.

Search Ads sit in the first few spots when you load the search results. They have the word sponsored next to them.

They then appear in blocks as you keep scrolling down the page.

The results you see on your screen might not be the same as the next person. The mix is AI driven and varies depending on factors like your physical location and your previous browsing history.

If you have Search Ads running for your business, you only pay Google when someone clicks the Ad.

The amount you pay varies depending on how competitive your industry is and how many others are bidding on specific search terms.

You will also pay a management fee for an agency to set up and run the ads for you – this might be called search engine management (SEM).

Free Organic Listings

If you scroll past the sponsored results you’ll reach the free search listings.

Google makes a decision to display these listings based on the merit of the website they point to.

So for example if you search for ‘widget fixing services’ the free listings that Google shows you are what it thinks the best websites are for ‘widget fixing services’.

Again, this will vary from person to person based on things like where you are physically located and your previous browsing history.

As a business you don’t pay Google for your website to sit in the free spots or for the clicks through to your website.

Instead you invest in your own website through search engine optimisation (SEO) which relates to optimising websites so they show in the free listings.

Results from Paid and Free Listings

At Brilliant Digital we’ve worked with many hundreds of businesses in the B2B sector over the past 15+ years to make sure they show in key Google listings through both Paid Ads and Free Search.

We then measure what people do actually do on the website after they click a paid Ad or free listing.

We’re particularly interested in how long they stay on the website, how engaged they are with the content and most importantly how often they are to turn into a quality lead or high value eCommerce purchase.

I can tell you categorically that over the 15 years of measuring this data, the best traffic in the B2B space consistently comes from free Google organic search.

Users who click a free listing are more engaged, stay on the website many times longer and convert more often to quality enquiry and high value purchases.

The best return on investment long term for the vast majority of our clients comes from SEO and free organic Google search.

So why bother with Google Ads if Free Organic Search works better?

How Google Ads help B2B MarketingThat’ s not to say that Google Ads don’t have a place in the marketing mix.

There are some good reasons why you might pay for Google Ads in the short and longer-term in the B2B marketing space.

New is a good reason. When we

  • build a new b2b website for a client who has never ranked before in their space
  • re-brand a business to go in a new direction
  • launch a new business or new products or services, or
  • look to reach new geographical targets (e.g. international)

Google Search Ads are a great way for us to expose a new website or product and gauge the market’s reaction.

The data gives us great feedback so we can make changes or increase investment.

Brand is another good reason.

Some of our clients are big players in their sector in the B2B space with lots of competitors competing against their brand name.

Brand Ads help our clients drown out the noise and make sure they stay on top of the search for their own brand name.

Competition is a tricky one.

The more competitive any given space is online, the harder it is to rank for both free and paid Google listings.

In some cases (especially when a few large players are battling at the top) Google Ads can become prohibitively expensive for SMEs.

The same can apply to free listings in that the amount of content that would need to be added to a B2B website to make a dent for the larger volume keywords becomes prohibitive for a small business to generate.

When SME’s face too much competition from big players in the Google listings, the solution comes from circling back to the brand and website.

Simply throwing more money at Google Ads can be a disastrous waste of opportunity and cash.

In most cases,  niching and focusing on brand message and quality content output deliver a return to profitable marketing investment.

Meet the author

I’m Deb Croucher, a former veterinary surgeon with a passion for B2B marketing.

In 2008, I permanently traded my stethoscope for SEO after successfully leveraging Google to power my vet business.

Diagnosis and treatment is still part of my day though!

In Brilliant Digital, I identify issues, uncover opportunities and formulate strategies that lead to success and longevity.

You can read more B2B marketing articles here. I love to chat, so feel free to drop me a line!

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Forge thought-leadership, drive traffic and build lasting relationships.

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Case Studies

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Gulaga

Effective website supports tender applications

Gulaga Services is an Aboriginal-owned, premier commercial construction contractor motivated by people and values. With a website update that formed part of an extensive rebrand, their online presence and new sales collateral now reflect their high-quality work and community commitment.

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Acme Preston

Website delivers ideal enquiry with 30% annual growth

Acme Preston is an established leader in a fiercely competitive market. Their original website and marketing efforts did not yield the desired results. Switching to a custom-branded products niche and updating with a high-performance website has led to consistent traffic and enhanced visibility.

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James Cumming

Qualified lead targets exceeded immediately

James Cumming & Sons, a family-owned manufacturer with over 115 years of industry experience, previously lacked an online presence that matched their market-leading solutions. With an optimised website and strategy, they now regularly attract both national and global enquiries.

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SED Graders

Effective penetration into global markets

SED Graders are global leaders in automatic oyster grading technology, cutting oyster production costs and increasing productivity. Initially relying on word-of-mouth advertising, they now have a new website and comprehensive digital marketing strategy driving qualified leads from around the world.

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PSA Engineering

Effective website delivers qualified leads

PSA Engineering offers integrated and compliant engineering solutions for industries with a can-do attitude and a belief that there is a solution to every problem. Their new website is a powerful lead-generating tool that resonates with prospective clients while respecting their technical message and expertise.

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Romar Engineering

100% growth in website enquiries

Romar Engineering, a leader in advanced manufacturing solutions, originally had an overly technical website with difficult navigation and usability. Wanting to enhance their online presence for global visibility, they invested in a new website that delivers increased traffic and qualified leads.

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North Advisory

50% year-on-year growth in organic traffic

North Advisory saves business owners time and money through streamlined accounting services and clear guidance. Starting as a local, small-town accountant without a website, they have grown into a national player offering an extensive suite of services with a complete digital marketing overhaul.

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DEM Fire

50% annual growth in free Google traffic

DEM Fire, Australia’s premier provider of fire and essential services, once struggled with an outdated website that didn’t reflect its innovative solutions for the B2B market. Now, with a modern website and robust digital marketing efforts, they consistently attract high-quality leads.

Case Study

Water Cremation Systems

Launch of new product nationally and internationally

Water Cremation Systems offers a revolutionary aquamation solution for the pet industry.  Their new website was specifically designed to educate the market and introduce their groundbreaking alkaline hydrolysis machines to the target market. Google Ads helped to increase visibility and expedite results.

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Every Trade

Complete rebrand to meet the market

Every Trade was undergoing a rebrand, requiring a website and marketing strategy that truly reflected leadership in the commercial construction industry. With a revitalised online presence and new sales collateral, they are better showcasing their quality work and sustainable values.

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Accounting For Good

30% year-on-year growth in organic traffic

The team at Accounting For Good delivers expert accounting services for Australia’s not-for-profit organisations, allowing them to concentrate on improving the world. Now, with a high-performance website and digital strategy, they’re reaching the right audience and generating qualified leads.

Case Study

Dukes

Website delivering consistent qualified leads

Dukes is a leading provider of commercial painting and remedial building repairs and has been transforming spaces since 1958. Their website didn’t accurately reflect brand identity or service capabilities and required its own transformation resulting in increased leads and conversions.

Case Study

Pilot Air

328% growth in website enquiries

Pilot Air, the compressed air experts for over 40 years, faced challenges with an outdated website and unclear marketing. Now, with an optimised website and strategy, they can focus on delivering premier products and services nationwide with a commitment to innovation and excellence.

Case Study

Edcon Steel

100% growth in website-generated sales

Edcon Steel, once a local metalworking shop in Sydney’s Northern Beaches, struggled with an underperforming website and ineffective SEM spending. Now, as Australia’s top online steel and metal superstore, they’ve transformed their online presence, offering quality solutions nationwide.

Case Study

OSA

40% growth in annual online enquiries

OSA, Australia’s most trusted brand in optical network solutions and CCTV, once had a technically proficient website yet limited website. Now, with a new B2B website showcasing their capability and solutions, they’re gaining valuable leads and have joined the Hexatronic family.

Would you like some
clarity?

Every one of Brilliant Digital’s long-term clients started their journey with a simple chat.

Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

After talking with us, you’ll walk away with:

  • A clear vision of the possibilities
  • Practical steps to make them a reality
  • Strategies that will deliver the best ROI