Why B2B Paid Search Differs From Consumer Paid Search

Published

January 27, 2023

Updated

Kevin Lord Barry

Co-Founder, Right Percent

B2B paid search demands a more precise strategy than consumer-focused ads. While consumer campaigns might center on broad intent (e.g., “kitchen toaster”), B2B advertisers must also factor in a prospect’s level of qualification (e.g., “commercial coffee grinder buyer for a café”). By honing audience targeting and refining keyword choices, you filter out irrelevant traffic, stretch ad spend further, and attract higher-quality leads which ultimately boost ROI in a competitive B2B environment.

Kevin Lord Barry

Co-Founder, Right Percent

Kevin Lord Barry co-founded Right Percent, a Right Side Up venture that focuses on scaling fast-growing B2B companies in every vertical. Over the past 10 years, he’s managed millions in ROI-positive ad spend for brands like DoorDash, Zenefits, Masterclass, Segment, OnDeck, and more.

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