There’s one thing nearly every potential B2B buyer does before they buy a product or sign a contract for your services: search. In fact,
77% of B2B buyers research on Google before making a buying decision. And while improving your organic search engine ranking is important, executing an SEO plan takes time. It’s a long-game approach that pays long-term dividends.

For many businesses, Pay-Per-Click (PPC) advertising through services like Google Adwords has become an incredibly effective way to leverage the keywords potential customers are using to search for your business or industry.

Why PPC Matters for Your Business

Here are a few reasons why PPC might be an incredibly valuable marketing tactic to increase traffic to your website and generate new leads:

1. You don’t have to wait to start generating leads.
Because you’re paying for them, PPC allows you to get up and running with ads for the keywords you want to rank for pretty quickly. While an organic SEO strategy takes time, PPC allows you to get in the game for important industry keywords.

2. You only pay for what you convert.
With PPC campaigns, you only pay for the clicks you generate. This means you’re only paying for the people who actually click through on the ad and visit the landing page you intended them to visit.

3. You can easily track conversions to measure ROI.
By adding conversion pixels to your landing pages, PPC allows you to identify the exact cost-per-lead of your campaign, which can be a lot more arduous to generate with other marketing tactics. As a result, you’re able to continually tweak and optimize your ads to decrease the cost-per-lead.

How to Measure PPC Success

The truth is there are dozens of PPC metrics you can track. So which ones matter most when it comes to reaching your business goals? Rather than focusing solely on PPC analytics like clicks, impressions, and click-through rates (CTRs), here are some metrics that allow you to analyze macro metrics that speak into the ROI of your efforts:

1. Cost-per-conversion.
This helps you determine if the PPC clicks you’re generating is quality traffic that’s actually converting into sales.

2. Most valuable keywords.
Being able to track which keywords lead to sales can help you zero in on where to give credit within your PPC campaigns.

3. Lifetime value of PPC customers.
Once you have an understanding of how much it costs to convert a PPC lead, compare that to the other cost-per-customer marketing tactics against the lifetime value of your customers.

At the end of the day, PPC can be an incredibly cost-effective way to generate leads through search engines. The key is to look at the right metrics for the right situations and use that data to make the most meaningful changes to your campaigns.