June 28, 2021 by Jason Pittock | 9 min reading time

“I wish half the people that view my brand would make a purchase.” Have you ever found yourself thinking that? With Google Ads, you can turn your wish into a reality. 

Your business goals and your ad campaigns are intrinsically connected to each other. Google Ads are definitely the way to help you advance your business goals. 

Check out these benefits of Google Ads toward reaching your goals:

  • Maximizing exposure and building brand awareness
  • Getting people to see how awesome your products and services are
  • Improving online results and increasing visits to your websites
  • Increasing interactions with your apps
  • Driving greater in-person sales
  • Growing phone sales
  • Influencing your target audience
  • Increasing the numbers of qualified leads
  • Boosting your conversion rate

Whether you’re in the B2B or B2C business, you have a lot to gain by making Google Ads campaigns a central part of your marketing strategy. Before you get too excited, be aware that there are some disadvantages for B2B and B2C businesses as well. We’ve got the lowdown on all the particulars to inform your decision-making. 

Advantages of Using Google Ads as a B2B

First, let’s take a look at how Google Ads help B2B businesses. If you’re in the B2B industry, you’re aware that sales aren’t always easy to get. Getting in touch with the right people is the key to getting your foot in the door. 

When you’re successful, you reach a broader range of prospects, and you’ll discover new professional partnerships. The right Google Ads campaigns can even boost your company’s reputation. 

Still thinking “How can Google Ads help B2B?

Let me list 3 distinct ways Google Ads can help your business for B2B:

  1. Boost your B2B ad to the top of Google’s search engine in record time, potentially within a few hours. Google Ads campaigns put you on the fast track to instant traffic. 
  1. Get the edge on high-competition keywords. If you’ve been struggling to rank for some major industry keywords (keywords with high competition and crowded organic results), Google Ads can help you rank for them organically. Google Ads can boost your results on hard-to-rank sites like industry listings, lengthy educational databases, and professional discussion forums and elevate your brand straight to the top. 
  1. Significantly build brand awareness. Gain visibility so users can see who your company is and what it’s all about. 

At first glance, Google Ads campaigns are pretty easy to set up. To really make your Google Ads campaigns shine, you need to understand the nuances that make them so unique (and popular!) for B2B businesses.  

To maximize your ad campaigns, you need to get familiar with all the available functions on the Google Ads platform. To that end, you also need to understand how the functions apply to PPC advertising for B2B sales. It’s a little more work up front, but the results are nothing short of amazing. 

Advantages of Using Google Ads as a B2C

That all sounds great for companies that sell to other businesses, but how can Google Ads help B2C companies? 

The reality is that Google Ads are just as effective for B2C companies as for B2B companies. In fact, you may even be able to double your returns (or do even better than that) on every dollar you invest in Google Ads campaigns. That is, when you deploy the best techniques for your ad campaigns. 

Large numbers of people are out there looking for your products and services. Google Ads help them find your B2C business before they have a chance to scope out your competition. 

These advantages should demonstrate that Google Ads work for small businesses:

  • Brings in narrowly targeted leads and lots of them
  • Increases the percentage of conversions
  • Works well with every industry
  • Enables you to customize campaigns
  • Improves your ROI
  • Draws out high-quality traffic sources
  • Gives you insight into customer habits and the customer journey

With Google Ads, your brand appears primarily in front of people that are looking for what you have to offer. As you continue to refine your ad campaigns based on testing, you gain the advantage of narrowing your target audience as much as possible.

Is Google Ads for Everyone, Then?

If you’ve done your homework, you’ve probably read some articles about some of the problems that companies have experienced with Google Ad campaigns. Despite the potential for quality leads and better conversion rates, B2B and B2C marketing managers also complain about failed campaigns, lackluster ROI, and drops in revenue. 

It’s confusing, right? In fact, there’s so much conflicting information out there, you might be revisiting the question of “Do Google Ads work for small businesses?”

To sort out the conflicting views about Google Ads, let's look at how Google Ads work for small businesses within every industry:

  • More people use Google than any other search engine out there.
  • Businesses of every kind can reach nearly any target audience whether it’s narrow or broad. 
  • Over 70% of small businesses have increased digital activity after COVID-19 and they attribute much of their success to Google. 
  • Google’s ad platform drove $426 billion in economic activity for small businesses even during the pandemic. 

So, what’s the downside related to how Google Ads can help your business? The downside is in not taking the time to understand how they work and not paying attention when you’re not getting results. 

The answer to the question, “Do Google Ads work for all businesses?” is yes, as long as you avoid the pitfalls that lead to poorly designed ad campaigns. The advantages of Google Ads also answer the question, “How can Google Ads help you advance your business goals?” That’s a yes too!

Disadvantages of Using Google Ads as a B2C

To get back to the original question of “How can Google Ads help B2C businesses?” Let’s get some footing on the disadvantages and learn how Google Ads can help your B2C company.  

A standard rule of thumb in the marketing industry is that consumers trust organic results more than paid ads. (That’s why Google is working hard to give their paid ads the appearance of organic results). Simply put, SEO tends to be more effective than paid ads, especially if you rank high. 

Take stock of these 3 disadvantages of using Google Ads as a B2C:

  1. Competition is steep for high-value keywords. The bidding structure gives you lots of options for customization, but be aware that other brands are vying for the same keywords. Your competitors’ budget has an impact on your ad budget. 
  1. It takes time to learn the Google Ads platform. You’ll need to invest time in researching the best tips and techniques to deploy successful ad campaigns. You’ll also need to get acquainted with Google’s analytics and how to adjust your campaigns based on the data. 
  1. A few mistakes can dig into your ad budget. Mistakes can be costly, and costs can add up quickly. Pay attention to your max budget in Google Ads and don’t set it higher than you want to pay. You need to find the balance between focusing on competitive keywords and your ad spend. Along the same lines, you need to monitor your analytics to make sure your target audience is on point and your conversion rate is going up, not down. 

It’s safe to say that Google Ads help B2C companies because the advantages far outweigh the disadvantages as long as you continue working to improve your results. 

Disadvantages of Using Google Ads as a B2B

As we continue to explore the original question of, “How can Google Ads help you advance your business goals for B2B companies?” it’s only fair to take note of the disadvantages of using Google ads in this industry. 

There are 2 distinct disadvantages for Google Ads as a B2B:

  1. Lack of control over ad positioning
  2. Overspending your ad budget

At the end of the day, Google determines your ad positioning based on the Google Ads auction and their algorithms. The good news is you can influence bidding and the algorithms by altering your keyword selection and the level of alignment between them. 

As with Google Ads campaigns for B2C campaigns, your PPC costs can quickly get out of control if you don’t actively monitor and manage your ad campaigns. Sometimes, it’s better to use keywords that cost less as long as they’re closely aligned with your marketing goals than to get ingrained in a fruitless bidding war. It’s the epitome of winning the battle, but losing the war. 

In case you’re still asking, “Do Google Ads work for all businesses?” The answer is a resounding YES! That sentiment holds true whether your business is large or small and whether it’s B2C or B2B.  Our advice is to learn all you can about how to create effective ad campaigns and go for the gusto!

We’d be remiss in our crusade of educating you about how Google Ads can help you advance your business goals if we didn’t caution you about the risks of click fraud and how click fraud prevention software is the best defense for guarding your ad budget. Give ClickGUARD software a try if you’re ready to optimize every click on your ads. ClickGUARD is one of the most valuable resources for Google Ads optimization on the web, and our blog is just a really cool place to hang out. 

Jason is the CMO @ ClickGUARD. He is passionate about all things PPC, SEO and has extensive customer acquisition experience. When not writing about SEM he can be found surfing the wildest ocean waves of the South American coast.