Why 90% of Marketers Fail at B2B Lead Generation with Google Display Ads

In the digital age, B2B lead generation has become increasingly complex. Unlike B2C customers, B2B buyers often use the same search terms as end consumers, making it difficult to distinguish between the two groups. This challenge is further compounded by the need for privacy-compliant data usage and the demand for personalized, targeted campaigns. Enter Google Display Ads, a powerful tool that has proven effective in addressing these challenges.

Two standout examples of leveraging Google Display Ads for B2B lead generation are Lampenwelt and Siemens. Lampenwelt, a leading European online retailer for lamps and lighting, successfully increased its B2B sales by nearly 80% through a data-driven strategy. Siemens, on the other hand, achieved a 77x increase in lead volume with a 97% reduction in cost per lead (CPL) by adopting Performance Max, an AI-driven Google Ads solution. These case studies highlight the potential of Google Display Network(GDN) in transforming B2B lead generation.

I. Lampenwelt: Leveraging First-Party Data for Targeted Campaigns

1. Identifying B2B Customers

One of Lampenwelt’s initial challenges was distinguishing B2B customers from B2C users in online searches. B2B customers often use the same search terms as end consumers, making it difficult to target them effectively. To address this, Lampenwelt developed specific touchpoints, such as registration forms, white paper downloads, and newsletter subscriptions, to identify and engage B2B customers. These touchpoints not only helped in identifying B2B customers but also provided valuable first-party data for targeted campaigns.

2. First-Party Data Strategy

Lampenwelt created a B2B Conversion KPI to measure and optimize these touchpoints. Each touchpoint was assigned a weighted value, allowing the company to track B2B-specific conversions effectively. This data-driven approach enabled Lampenwelt to create statistical twins (similar audiences) for targeted campaigns. By leveraging first-party data, Lampenwelt ensured privacy compliance while maximizing the effectiveness of its campaigns.

3. Google Display Ads in Action

Lampenwelt launched a multi-channel campaign that included Video Action Campaigns, Smart Display, Discovery Ads, Google Shopping Ads, and Search Ads. This full-funnel approach ensured that B2B customers were engaged at every stage of their journey. The results were impressive: a 79% increase in online sales and a 60% rise in newsletter subscriptions and registrations.

4. Key Takeaways

Lampenwelt’s success underscores the importance of first-party data for privacy compliance and retargeting. Additionally, integrating offline conversions into the tracking concept provided a holistic view of customer interactions, further enhancing campaign effectiveness.

II. Siemens: Automation and Performance Max for Lead Generation

1 The Challenge

Siemens faced a significant challenge in acquiring qualified B2B leads for its Solid Edge for Startups Program. Traditional search campaigns were ineffective in a highly competitive market, resulting in low lead volumes and high costs per lead.

2. The Solution: Performance Max

Siemens turned to Performance Max, an AI-driven Google Ads solution that automates lead generation across Google’s entire inventory, including Search, YouTube, and the Display Network. Performance Max uses Smart Bidding to optimize conversion goals, ensuring that the most effective creative and channel combinations are delivered to the target audience. Video assets played a crucial role in building visual brand awareness and engaging potential customers at various points in their journey.

3. Results

The results were staggering: a 77x increase in lead volume with a 97% reduction in cost per lead (CPL). Performance Max’s success led Siemens to expand its use across multiple markets, making it a permanent part of the company’s marketing strategy.

4. Key Takeaways

Siemens’ experience highlights the benefits of automation in identifying new target groups and optimizing creative combinations. Performance Max’s scalability makes it an ideal solution for global B2B campaigns, ensuring consistent results across different markets.

Topkee’s advanced AI technology for creative production and TM tracking links further enhanced campaign performance, enabling Siemens to monitor and optimize advertising effectiveness in real-time.

III. Synergies Between Lampenwelt and Siemens: Best Practices for B2B Lead Generation

1. Data-Driven Strategies

Both Lampenwelt and Siemens leveraged first-party data to create personalized, targeted Google Display Ads campaigns. Developing custom KPIs, such as Lampenwelt’s B2B Conversion KPI, allowed both companies to measure and optimize B2B-specific conversions effectively.

2. Multi-Channel Campaigns

A full-funnel approach that combines upper-funnel (branding) and lower-funnel (performance) strategies proved effective for both companies. Lampenwelt’s use of Video Action Campaigns and Siemens’ focus on video assets demonstrate the importance of visual content in building brand awareness and generating leads.

3. Automation and AI

Automation tools like Performance Max and Smart Bidding played a crucial role in optimizing campaigns for both companies. These tools not only improved efficiency but also ensured that the most effective creative and channel combinations were delivered to the target audience within Google Display Ads, maximizing the return on ad spend.

4. Long-Term Brand Building

Both Lampenwelt and Siemens recognized the importance of branding campaigns in building long-term customer relationships and increasing pricing power. By investing in branding, both companies were able to enhance customer loyalty and drive sustainable growth.

Topkee's TAG tool helps companies track user behavior and utilize TTO tools for account management, ensuring data accuracy and the efficiency of advertising campaigns. Tools like Weber for landing page creation and TM settings for detailed tracking enabled both companies to deliver consistent and high-quality customer experiences across multiple channels.

Conclusion: Key Lessons and Future Directions

The success of Lampenwelt and Siemens demonstrates that first-party data is essential for effective B2B targeting and privacy compliance. Google Display Ads, combined with automation tools like Performance Max, can significantly enhance lead generation. Additionally, branding campaigns play a crucial role in building long-term customer relationships and increasing pricing power.

Firstly, investing in first - party data collection and custom tracking systems provides invaluable insights. Secondly, exploring automation and AI - driven solutions streamlines campaign optimization. Finally, adopting a full - funnel approach enables seamless integration of branding and performance marketing.

Looking towards the future, two significant trends are on the horizon. The integration of offline and online data for comprehensive lead tracking is projected to become more prevalent. This convergence will offer a more holistic view of customer behavior. Simultaneously, the expanding capabilities of AI and machine learning in B2B marketing will further boost campaign effectiveness. By implementing the recommended strategies and staying attuned to these emerging trends, marketers can position themselves for success in an evolving digital landscape.

Appendix: 

• B2B Success with First-Party Data
• Performance Max for B2B Leads
• The Effectiveness Equation Report by Google and Kantar
• AI-Driven Lead Generation Strategies