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B2B Lead Gen:
Tactics, Traps &
Triumphs.
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Sophie
Logan
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Sophie
Logan
B2B lead gen specialist.
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Sophie
Logan
B2B lead gen specialist.
Platinum Google Ads Product Expert.
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Sophie
Logan
B2B lead gen specialist.
Platinum Google Ads Product Expert.
Pug mum.
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Sophie
Logan
B2B lead gen specialist.
Platinum Google Ads Product Expert.
Pug mum.
@marketingsoph
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I’m a
context
queen.
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let’s learn about B2B lead gen traps to avoid and tactics to test.
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Trap - “Everyone already
knows about us...”
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AKA:
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No.
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If people don’t know about you,
they can’t search you.
(And they definitely aren’t going to be submitting
your lead gen form if they never even make it to
your site)
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To capture demand, you need
to create it.
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Tactic time.
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This needs to be wider business
and marketing discussion, as the
weight of building brand
awareness should not rest on the
shoulders of PPC alone.
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Content:
Thought leadership
Educational
Guest blogs
Event presence and/or
sponsorship
Influencer marketing (yes in B2B)
Public speaking
PR...
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AKA, building brand
awareness with a relevant
audience.
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More PPC focused:
Display campaigns - Google
Ads AND Microsoft
Advertising
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Custom
Segments
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LinkedIn
Demographics
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More PPC focused:
Paid Social - Reach people
during their ‘down time’ and
also utilise their extensive
targeting options
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Build your
ideal
customer
audience in
LI Ads
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Kirk Williams
‘Rethinking
Growth in Search
Advertising’ at
ADWorld
experience 2025
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Why this
leads to
triumph?
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PPC is not the “short term fix”
we were all once promised.
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You will unlikely see a
significant increase in leads
once you start improving your
brand awareness.
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But you should see...
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An increase in brand
searches
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An increase in brand
searches
An increase in social
followers
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An increase in brand
searches
An increase in social
followers
Being part of more industry
conversations
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Which ultimately results in...
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Becoming top of mind when
someone is ready to convert.
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Trap - Focusing on vanity
metrics.
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I decreased
CPC by £0.51,
and increased
Impressions by
25%!
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Lead-to-Sale
rate has
decreased by
35%.
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Whats more important?
Impressions and Clicks
or
Leads and Sales?
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Stop sabotaging your
performance by focusing on
vanitry metrics.
(Especially OptiScore and Ad
Strength...)
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Tactic time.
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Shift your mindset.
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Ask yourself these 4
questions to help
change your mindset...
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1. Why are you even
running PPC
campaigns?
What does the campaign really need
to do to be a success?
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2. What new KPI’s can
you set?
Think less about ad engagement and
more about added value.
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For example: CPA,
Conversion Rate, Lead-
to-Sale Rate and Avg.
Sale Value, instead of...
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Impression Volume,
CTR, Click Volume,
CPC...
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3. Where can you find
that data?
Every B2B Lead Gen advertiser needs to
know what’s happening once those
leads are submitted.
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4. Why can you do with
this information?
Poor fit leads? What can you do to improve
targeting?
Great Lead-to-Sale rate for a specific
campaign? Can you divert more spend?
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I changed the ad copy to
better resonate with our target
audience by mentioning use
cases.
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I amended the keyword lists to
focus on high intent keywords
and phrases, and away from
top of funnel topics.
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I stopped our ads from
reaching ‘just anyone’, and
focused on quality not
quantity
As as result...
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Lead-to-Sale rate has
increased by 34%, and
average contract value by 8%.
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Why this
leads to
triumph?
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More accurately report
on the value of PPC.
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More accurately report
on the value of PPC.
Optimise campaigns for
qualified leads and
sales (aka cold hard
cash).
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Stop getting distracted
by all of the noise.
Optimise your efforts
based on the metrics
which matter.
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Trap - Google Ads Tunnel
Vision.
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There is more to B2B
Lead Gen than Google
Ads Search campaigns.
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Outages
Court cases
Increasing
CPC’S and
competition
Negative public
perception
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And PPC is more than
just Search.
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Tactic time.
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Diversify your PPC
portfolio.
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Unsure on how to start?
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1. Check GA4 and see
where your existing traffic
is coming from.
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For example: Are you
seeing a lot of referral
traffic?
Can you advertise on
those sites?
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2. Ask your current
customers about their
online activities and
preferences.
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For example: Do they use
niche forums or apps?
Can you advertise on
those?
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3. Deep dive into what your
competitors are doing.
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Example: Your competitor
doesn’t appear to be
advertising on YouTube.
Do you have video content?
Is this a relevant opportunity
for you?
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4. Explore industry specific
platforms.
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For example: You’re a SaaS
brand.
Could you advertise on
software marketplaces like
G2 or Capterra?
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5. If you like Google Ads,
you’re probably going to
like using Microsoft
Advertising.
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For example: You’ve had
success running Display
campaigns on Google Ads.
How about a Audience
Network campaign using
LinkedIn profile targeting?
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But remember...
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Don’t go full hog.
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Be open minded.
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Test and react
accordingly.
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Why this
leads to
triumph?
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Be where your target
audience is.
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Summary.
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No content
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Expecting everyone to
already know who you are
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Expecting everyone to
already know who you are
Focusing on vanity metrics
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Expecting everyone to
already know who you are
Focusing on vanity metrics
Putting all of your eggs in a
Google Ads shaped basket
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Including Brand Awareness and
Demand in your PPC strategy
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Including Brand Awareness and
Demand in your PPC strategy
Optimising based on the
metrics which really count
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Including Brand Awareness and
Demand in your PPC strategy
Optimising based on the
metrics which really count
Diversifying your portfolio and
reaching your target audience
outside of Google properties
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Thank you!
LinkedIn: Sophie Logan
BlueSky: MarketingSoph
Speakerdeck: MarketingSoph