We recently sent out a survey to companies that would normally be exhibiting at B2B trade shows right now. Companies are looking for a way to replace those lost leads with other marketing channels and it’s hard to ignore the biggest one of them all- Google.

But does Google Ads work for B2B companies where relationships are often at the center of onboarding a new customer?

As you’ll see in the video below— There are a few important pieces of criteria

It depends on a number of different factors actually. For some it will be a major spoke in the wheel of your marketing budget going forward and for others it will be a waste of time and money.

So, how do you know if it’s the right fit?

I talk about the 4 necessary components needed for your Google Ads search campaigns to be successful.

You need ALL of the following as a starting point:

#1- Enough Traffic- There has to be enough people searching for what you sell.

#2- Commercial Intent- Are there not only enough people searching for you, but are they also willing and able to buy from you.

#3- Economic Viability- There may be lots of people searching for your products and many of them willing to open their wallets, but by the time you pay for your advertising to make a sale, did you make or lose money? The math has to make sense. If it don’t make cents, it don’t make dollars!

#4- Google’s Policies- Do your products or services violate Google’s Policies? You may have the coolest products in the world but if it violates Google’s policies in any way, they will ‘disapprove’ your ad… and that’s not good.

The truth is, advertising on Google Ads (formerly known as Adwords) can be an amazing channel to reach your audience and grow your business, but not for everyone and the goal of this video was to give not only an introduction to Google Ads as a platform and talk about how powerful of a marketing tool it is, but to also discuss if it is a good fit for your business.

Maybe it is and that is wonderful, because there is nothing like a new customer or client finding you only and coming to you, but it has to be done in a way where the net result is ROI (return on investment) positive.

If for every $1 in adspend you are getting $1 in return or more in the form of gross profit, then you just might be on to something and will be a good indication you can start to scale up your campaigns.