How to Make Winning SEM Ads for B2B

Published

January 27, 2023

Updated

Kevin Lord Barry

Co-Founder, Right Percent

B2B SEM thrives on qualification—especially if your target audience is a specific subset, like Directors of childcare centers. A generic headline (“Preschool Software”) risks engaging parents searching for home-learning tools, rather than directors of child care centers. By adding a clarifying term like “Management,” you ensure only qualified leads click through—maximizing your ad budget and delivering the right prospects to your doorstep.

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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