There are many B2B and SaaS companies that invest in ABM to create a lead generation strategy with personalized and perfectly targeted content.
This strategy gives excellent results if well structured and with the right tools. Among these there are certainly social media, such as Facebook and LinkedIn, and lead generation tools, such as Lead Champion discover . However, not everyone also considers Google Ads in their ABM mix.
With Account Based Marketing, marketers create unique ads that target specific businesses or people. With Google Ads, however, you can’t control your audience as precisely by narrowing your targeting to specific Google users.
This is why LinkedIn and Facebook campaigns seem more attractive for ABM strategy: being able to target and publish ads to specific people or by industry, company and role is their strong point.
google ads abm
In reality, however, not including Google Ads among your tools is a big mistake, and I will explain why.
Structuring an ABM process or building a suitable strategy is a big investment. Without ghana phone number library web traffic, your ABM strategy will be like a Ferrari without gas.
This is where Google Ads comes in. With formats including search, display, video, and remarketing ads, it can be your primary source of traffic to your site and help kickstart your Account Based Marketing process.
Put gas in your ABM
If your buyer persona works in a large company, it can be difficult to reach them, especially since there may be several people with the same business function within the same company.
But the fact is that many of these people will end up on your site after performing a search on Google. The fundamental concept is that, although with Google Ads it is not possible to direct ads to specific roles or companies, often behind some search intents are hidden exactly those profiles (Accounts).
Additionally, a click and a visit can reveal a lot of information about the visitor, including the source of that click. With this information, ABM platforms can move the account along the funnel , adjust the marketing strategy, and direct the sales and marketing team to the right actions to take.
