B2B advertising basics

B2B advertising targets companies, not consumers, and the differences change how you plan it.

What is different

• Smaller audiences. Fewer buyers means every wasted impression matters.
• Longer decisions. Weeks or months pass between first contact and a deal.
• Several decision makers. A buyer, an influencer and a budget holder may all be involved.
• Higher value per customer. A single deal can justify a high cost per lead.

Start with the pipeline

Work backward from the deals you want to the meetings and leads you need, using the calculator. This tells you the most you can pay for a lead.

Channels that suit B2B

• Search ads for buyers who are already looking for a solution.
• LinkedIn ads to reach people by job title, industry and company size. Clicks often cost more than on consumer platforms, which a larger deal can justify.
• Retargeting to keep your name in front of people who visited.
• Email and content to nurture long decisions.
• Events and trade shows where buyers gather.

Make the offer fit

B2B buyers rarely buy from a first click. Offer something useful, such as a guide, a demo, an audit or a consultation, and follow up quickly.

Measure to the deal

Track leads, meetings, opportunities and closed deals. Judge channels by deals and cost per deal, not by clicks or leads alone.