Online advertising for B2B: Google Ads, LinkedIn Ads and more
With online advertising you are visible at the moment a customer searches for what you deliver, or to the decision-makers you want to talk to. Spijker en Co sets up and manages your campaigns in Google Ads, and where it fits also on LinkedIn, Meta and TikTok. Every campaign is focused on measurable results: reach, website visits, leads or enquiries. No vanity metrics, but numbers that matter.
Does this sound familiar?
Your budget disappears without visible results
Money goes to campaigns every month, but you can't see which enquiries come out of it. Without proper conversion tracking you steer on clicks instead of customers.
You pay for the wrong clicks
Keywords and audiences that are too broad bring in lots of clicks from people who will never become customers. In B2B you want to reach the buyer, the director or the technical specialist, not everyone.
Campaigns run on autopilot
The campaign was set up once and is still running. Nobody tests new ads, adjusts bids or checks whether the landing page converts.
What you get
We choose the channels that fit your market and budget. Usually that starts with Google Ads, for people who are actively searching for what you deliver. We use LinkedIn to reach decision-makers by job title and industry, and Meta or TikTok if your target audience is there. You work with a transparent monthly budget, split into service costs and media budget.
- Audit and planning of your current campaigns
- Keyword analysis, audiences and competitor research
- Conversion tracking and connection with Google Analytics
- Campaign setup with targeting and budget allocation
- Ads and landing pages, with A/B testing
- Remarketing and display where it fits
- Bid and budget management
- Live marketing dashboard and monthly reporting
How we approach it
Audit and strategy
We look at your current campaigns, your keywords, your target audience and your competitors, and determine which channels and goals fit your budget.
Tracking and setup
We set up conversion tracking and build the campaigns: keywords, audiences, ads, budget allocation and landing pages.
Launching and testing
We usually start with a smaller budget to test, and scale up as soon as we see what works.
Optimising and reporting
We adjust keywords, bids, audiences and ads and report monthly. What works, we do more of. What doesn’t work, we stop.
Who is this for?
Online advertising is for B2B companies that want to be found at the moment a customer searches, or want to reach decision-makers in a targeted way, and that want faster results than with SEO and content alone.
- You want to be found at the moment a customer searches
- You want faster results than with SEO and content alone
- You already advertise, but don't know what it delivers
Part of the B2B Growth Engine
SEO, AEO, content and campaigns belong to the third phase of the B2B Growth Engine: stronger digital performance. They pay off best on a solid foundation, with a clear strategy, a website that convinces and a CRM in which you can see which visitors become customers.
Related services
Content marketing
Web copy, blogs, social, video and email campaigns that help your customer decide.
SEO
Outsource SEO at a fixed rhythm: research, technology, content and a monthly report.
Website development
A new WordPress website, custom designed in your brand identity and easy to manage yourself.
Frequently asked questions about online advertising
What does online advertising deliver for B2B?
You are visible at the moment someone searches for what you deliver, or to the decision-makers you want to reach. Unlike SEO, you quickly see what works, because you can measure every click and every enquiry.
Why outsource Google Ads?
Google Ads looks simple, but without good keyword selection, conversion tracking and bid management you pay for clicks that deliver nothing. We set up the tracking, manage the campaigns and steer on enquiries instead of clicks.
When do you choose LinkedIn Ads?
When you want to reach specific decision-makers. On LinkedIn you can advertise by job title, seniority, industry and company size. The cost per click is higher than on other channels, so the campaign needs to be sharp on audience and message.
Do you also do Meta and TikTok?
Yes, if your target audience is there, for example for recruitment or brand awareness. We advise on which channel fits your goal and budget.
How quickly will I see results?
Paid campaigns (Google Ads, LinkedIn Ads) deliver the first leads within weeks. Organic marketing (SEO, content, email) builds up more slowly but delivers a more stable result in the longer term.
Do you work with fixed monthly budgets?
We work with transparent monthly budgets, split into service costs and media budget. That way you know exactly where your money goes. We usually start with a smaller budget to test, and scale up as soon as we see what works.
What if it doesn't work?
We believe in honesty over revenue. If a channel doesn’t deliver what we expect, we say so. We stop what doesn’t work, shift budget to what does work and adjust the strategy. You are not tied to long-term contracts.
Do you want ads that bring in customers?
In a free consultation we look at your target audience, your current campaigns and which channel and budget fit your goals.
15 minutes, no obligation, with an honest look at your situation.