Optimize Your Marketing

How I structure B2B startup Google Ad campaigns

Every campaign you launch should address your customer's objections

𝚁̲𝚊̲𝚗̲𝚔̲𝚒̲𝚗̲𝚐̲ ̲𝚌̲𝚊̲𝚖̲𝚙̲𝚊̲𝚒̲𝚐̲𝚗̲𝚜̲ ̲𝚒̲𝚗̲ ̲𝚘̲𝚛̲𝚍̲𝚎̲𝚛̲ ̲𝚘̲𝚏̲ ̲𝚒̲𝚖̲𝚙̲𝚘̲𝚛̲𝚝̲𝚊̲𝚗̲𝚌̲𝚎̲:̲

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝟭: 𝗕𝗢𝗙

• The king of all Google Ads is a good ole bottom of funnel campaign.
• This campaign’s purpose is simple.
• Capture highly educated buyers before they choose a vendor to work with.
• Generally speaking, this kind of campaign needs to be running at all times to capture the 3% of the market that’s raising their hand saying “please sell to me”
• This campaign runs at 50-100% of your ad budget.

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝟮: 𝗠𝗢𝗙

• Commonly paired with BOF is a retargeting campaign.
• This campaign can come in the form of Display or YouTube ads.
• I don’t mess with PMAX or Gmail campaigns - I mean let’s be honest - when’s the last time you clicked a Gmail promotion?
• This campaign runs at a lower daily spend (20-40% of your monthly ad budget)

𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝟯: 𝗧𝗢𝗙

• Oh, you got cash?
• Maybe you have proven out that your BOF Google Ads are driving a 3x ROAS?
• Great. Time to spend some money higher up in the marketing funnel.
• You see, by investing in ad spots earlier on in your ICPs buying journey - you will be capitalizing on establishing yourself as a thought leader earlier.

This way, when your market is ready, they are already “warmed up” to your name in the search and are more likely to click your BOF campaign’s ad if they had a good experience in the TOF campaign.

This campaign usually only runs for startups that have a lot of monthly budget - think $25k+ per month and usually shouldn’t comprise more than 25% of the ad budget.

Think this is cool? Well there’s soooo much more than can be said about each of these.

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