Are paid ads still worth it for B2B companies?

Paid ads are a great option for B2B brands because you can specifically use them for demand creation as well as retargeting and knowing that you're hitting buyers throughout their awareness funnel. You can create that attention as well as convert it through retargeting.

One thing to be aware of if you're trying to run paid ads is having too broad of an audience can make it expensive.

I understand from a marketing perspective, you want to get as much attention as possible, but remember, there's definitely a point of diminishing returns if your audience is too broad.

One mistake to make sure that you avoid, like many others do, is having one singular ad going to one singular page and just expecting it to change your marketing. Let's have some diversity within our content so we can test, validate, and optimize so we make sure the right message is attracting the right person and getting them to the right page so they make the right decision. Paid ads are always best paired with strong landing pages.

So don't forget to use your validated messaging from your social content as well as your ads and your landing pages to make sure there is a cohesive message that guides your user throughout the entire awareness cycle and can convert them exactly when they're ready. Most importantly, you have to have to have to track your ROI and optimized often. If you're not checking your ads almost daily and making changes every single month, then you're relying on a set it and forget it. And that quite frankly is one of the most massive mistakes I see individuals make when they're running paid ads.

So, make sure you're measuring often and early.