Display ads in B2B marketing aren’t new and their impact remains undeniable. For instance, display ads can increase conversions by up to 23% when part of a well-thought-out campaign (source: Google)!! Yet, many B2B marketers approach them like they’re running consumer campaigns, missing the nuance that makes B2B display advertising work.
B2B display ads aren’t just another checkbox in your marketing strategy. When done right, they’re a sound strategy for building brand awareness, establishing authority, driving qualified traffic, and nurturing decision-makers through their buyer’s journey.
In this article, I’ll walk you through beginner-friendly tips for creating a display ad campaign that drives real results.
What Makes B2B Display Ads Different?
B2B display ads are not like their B2C counterparts. You’re not chasing impulse buyers or trying to make someone click on a 50% off sale. Instead, you’re targeting decision-makers, or those people who care about ROI, efficiency, and solutions to their business challenges.
Here’s how to make an impact:
Professional Messaging: Forget flashy slogans and emojis. Your messaging needs to speak directly to the challenges your audience faces.
Precision Targeting: You’re not marketing to everyone; you’re marketing to IT directors at logistics firms, CFOs at SaaS companies, or CMOs in e-commerce.
Strategic Design: Eye-catching doesn’t mean over-the-top. It means visually appealing ads that reinforce your brand while driving action.
B2B display ads are a lot more than just increasing visibility because they’re even better at building a brand’s credibility. Let’s dive into the tips to create campaigns that hit the mark.
Tip #1: Define Clear Goals for Your Campaign
Before you even think about designing an ad, ask yourself: What do I want this campaign to achieve?
Common goals for B2B display ads include:
Brand Awareness: Making sure your target audience knows who you are.
Lead Generation: Getting decision-makers to download a piece of content or sign up for a demo.
Website Traffic: Driving qualified visitors to specific landing pages.
Here’s why this matters: Your goal determines everything from the visuals you use to the call-to-action (CTA) you write. Let’s say your goal is to increase traffic to a landing page for a new product. Your ad should focus on a compelling value proposition and include a simple CTA like “Learn More.”
At LeadSpot, we once ran a campaign for a client targeting IT Security managers and directors in healthcare and hospitals & clinics. The goal was to drive webinar sign-ups and live attendees. By aligning every aspect of the ads with that goal, we achieved a 35% increase in registrations compared to their email campaign alone with almost 25% more attendees.
Tip #2: Understand and Target Your Audience
If you’re trying to sell to “everyone,” you’re selling to no one. Researching your audience is critical, TAM is not ICP. You need to know their:
Industry: Are they in logistics, SaaS, or healthcare?
Role: Are you targeting decision-makers like CEOs or department heads?
Pain Points: What keeps them up at night?
Use tools like LinkedIn Campaign Manager or Google Ads to segment your audience. Don’t stop at broad categories like “IT Professionals.” Dig deeper, try targeting “IT directors in North America at companies with 500+ employees.”
Pro tip: Align your ad content with your audience’s specific needs. If you’re targeting CFOs, focus on cost-efficiency and ROI. If you’re targeting marketing managers, highlight tools that make their job easier.
Tip #3: Focus on Eye-Catching Visuals and Clear Messaging
Your ad has about two seconds to grab someone’s attention. Visuals are the first thing they notice, so make them count.
Here’s how to create ads that stand out:
Keep it Clean: Avoid clutter. Use bold colors and simple layouts that align with your brand.
Use Professional Imagery: No AI photos of people awkwardly shaking hands. Use visuals that reflect your industry and audience.
Craft a Killer Headline: Keep it short and impactful, like “Cut Endpoint Security Costs by 20% with Our Solution.”
Strong CTAs: Use action-oriented phrases like “Download the Guide” or “Schedule a Demo.”
Remember, the best ads are visually appealing but don’t overwhelm. The message should be crystal clear.
Tip #4: Use Precise Targeting Options
This is where B2B display ads can shine. Unlike traditional advertising, display ads let you target your audience with surgical precision.
Options include:
Geo-Targeting: Focus on specific regions or countries where your product or service is available.
Retargeting: Re-engage visitors who have already interacted with your website or content.
Behavioral Targeting: Reach people based on their online activities, like visiting competitor sites or searching for solutions you offer.
Tip #5: Test and Optimize Your Ads
Even the best-designed ad isn’t perfect out of the gate. That’s why testing is non-negotiable.
Here’s how to do it:
A/B Testing: Try different headlines, visuals, and CTAs to see what resonates.
Monitor Metrics: Pay attention to click-through rates (CTR), impressions, and conversions.
Iterate and Improve: Use what you learn to refine your ads over time.
At LeadSpot, we’ve seen campaigns go from average to exceptional by making small tweaks based on performance data. A headline change or a new CTA can make all the difference.
Tip #6: Set a Realistic Budget and Monitor Spending
Display ads don’t have to break the bank, but you do need a budget that aligns with your goals. Start small, monitor performance, and scale up as you see results.
Platforms like Google Ads and LinkedIn make it easy to control your spending with daily or campaign-level limits. Just be sure to check in regularly because overspending can happen quickly if you’re not paying attention.
Why LeadSpot Is Your Best Partner for B2B Display Ad Campaigns
Creating a successful B2B display ad campaign is both an art and a science. It requires understanding your audience, crafting compelling visuals and messaging, and constantly optimizing for better results.
At LeadSpot, we specialize in creating and managing B2B display advertising services tailored to your business goals. Our team has the experience, tools, and insights to ensure your ads not only get noticed but also deliver real results.
Whether you’re new to display ads or looking to take your campaigns to the next level, we’re here to help. Let’s build something great together.
Ready to get started? Reach out to LeadSpot today, and let’s create your perfect B2B display ad campaign.
