Ad platforms are often more focused on Consumer Targeting, think of options like : what people are interested in, age, gender, and location (the exception being LinkedIn). This is not always helpful in identifying behaviours or demographics skewed towards businesses.

So how can you derive a more intelligent approach to lead generation campaigns that focus on SMEs (Small to Medium-sized enterprises)?

Understanding your target audience is fundamental to any successful marketing campaign. Start by using your market research to identify the demographics, preferences, and the pain points of your target market. This last point is key to leveraging In-Market Audience targeting.

Thinking Laterally & The Power of “In-Market” Audience Targeting

One of the most powerful targeting options in the Google Ads platform is what is termed as “In-Market” Audiences, let’s start by explaining what these are.

In-Market Audiences refer to a targeting feature that allows advertisers to reach users who are actively researching or considering purchasing products or services in specific categories. These audiences are comprised of individuals who have demonstrated a strong intent or interest in particular products or services based on their online behaviour.

Here’s how In-Market Audiences are built using data collected from various sources, including search queries, website visits, app usage, and interactions with Google products and services. Google analyses this data to identify users who exhibit behaviour indicative of being in the market for specific products or services.

These categories cover a wide range of industries and verticals, including automotive, travel, real estate, finance, technology, and more.

Google’s algorithms also analyse recent search queries, website visits, and other online interactions to identify users who are actively researching or showing intent to make a purchase within a particular category.

Now we understand what these audiences are, it’s time to start thinking about the needs and wants of SMEs. Below is just one example.

Small to medium businesses may be at a point in growth where they need to invest in their technology infrastructure, so maybe things like Customer Relationship Management systems, Cloud Computing, Enterprise Software Solutions….Google Ads does have “In-Market” signals for such products and many others.

Get Your Metrics Clear

A huge factor in determining success is starting with a clear picture of what you are actually aiming for, take the following example:

You could make some assumptions, to get your thinking clear:

– conversion rate (clicks to form submissions) for example, say 3%
– this equates to 33 clicks per conversion (100 / 3)
– if you then estimate the Cost Per Click, let’s say 4
– then you can assume 33 x 4 =  a Cost Per Lead of 132

Then take it one step further:

Q. What is the estimated amount of leads it would take to convert one lead into a “deal or sale”?

– let’s say it is 1 in 10, we can then assume the Cost Per Sale is: 10 x 132 = 1,320

Does this make sense? Is it an acceptable cost per sale….don’t start any digital lead generation campaigns until this is clear and realistic.

Sales Team Feedback or CRM Integration

During the lead generation campaign, stay close to the sales team to understand what is happening to lead quality.

Ideally, take this one stage further by integrating Google Ads data into your chosen CRM system – this will enable you to “tie” leads back to the source of the click – normally using what’s called the GCLID (Google Click ID).

Campaign Optimisation

In addition to the fundamentals above also consider the following campaign optimisation elements:

Compelling Content: content that provides value to your target audience. Whether it’s blog posts, videos, infographics, or eBooks whitepapers, templates, or discounts. By offering valuable “lead magnets”, you can capture leads and initiate the nurturing process, ultimately guiding them through the sales funnel.

Nurture & Follow-Up: Consider email marketing and remarketing to follow up with engaged users or leads. Sometimes a gentle nudge is required.

Landing Pages:  Make sure you have compelling headlines, clear calls-to-action (CTAs), and persuasive copy that addresses the pain points of your SME target market. Keep any contact forms concise and easy to fill out to minimise friction.

Highlight how your products or services can address common SMB needs, such as increasing efficiency, reducing costs, improving productivity, or driving growth. Use clear, concise messaging and compelling visuals to capture attention.

Optimise for Mobile: With most users accessing the platforms on mobile devices, it is essential to optimise your ad creative and landing pages for mobile responsiveness. Ensure that your ad creative looks visually appealing and is easy to navigate on smaller screens.

Lastly and most importantly…

Showcase what sets your business apart….what is the single reason the target customer should choose you over anyone else? Is this clear at all stages of the journey:

– ad copy
– landing page
– post-sales follow-ups

If you need assistance with your B2B lead generation campaigns or help with integrating your ads data into your CRM / sales system, contact one of our specialists.