With the rise of AI search tools, Google Ads (also known as PPC) has come under increasing pressure.

With fewer online searches resulting in clicks, some have reported diminishing results from their PPC (Pay-Per-Click) paid search campaigns.

However, Google Ads remains an important channel, with many arguing that it simply requires a slightly different approach to get results.

So, for companies and organisations who operate business-to-business (B2B) what are the new best practices for getting the very best from your PPC?

After AI – a new challenge for PPC

It is estimated that around 50% of internet searches no longer result in a subsequent click.

This is primarily because AI-generated answers or summaries provide all the information the user needs. There is less need to look any further.

As a result, the overall quantity of traffic from traditional search engine rankings has dropped – and Google Ads paid search campaigns are not immune.

However, this isn’t all bad news for B2B…

One of the big changes is in ‘intent’. Those happy with an AI answer or overview are perhaps less likely to be ready to buy. Information or explanation has satisfied their query.

As such, though the quantity of paid search clicks may have diminished, those who do click may be more likely to explore your website and make a buying-decision.

Using paid search effectively for B2B is now even less about generating the most clicks and more about generating the most qualified pipeline.

How can Google Ads deliver the highest ROI for B2B in 2026?

So, particularly following the introduction of AI-powered search, how can PPC be managed to deliver the greatest results for B2B marketing?

1. Prioritise high-intent search terms

B2B buying decisions are often relatively slow. It takes time to research options, share with colleagues and make a collective choice.

So, if overall clicks have fallen, the focus should be on those closer to making a buying-decision.

This can be achieved by targeting keywords that indicate a prospect is actively looking for a solution – what’s known as ‘bottom-of-funnel’ search terms.

These are terms which are more frequently used by those about to buy, rather than someone searching for information or educational content.

But what are the high-intent search terms in your sector?

They will differ depending on your product or service but often include queries such as ‘best’ or information such as locations – e.g. ‘Best B2B marketing agency in Norfolk’.

You can also bid more aggressively on the search terms that have historically created returns.

It’s often wise to start with a fairly constrained PPC campaign and then expand it around the keywords that are proven to produce customers.

2. Target competitor brands

You can bid on competitor brand names.

This is sometimes something which companies feel a little uneasy about – but it is common practice. Google your own company name and it is likely that sponsored ads will appear!

Depending on your position, there may be other companies which dominate your sector – and it’s reasonable to assume anyone searching for them will be in the market and close to buying.

For example, if you deliver CRM software, you might target keywords like:

• “HubSpot alternative”
• “Salesforce competitor”
• “Zoho pricing”

Prospects searching similar terms are often evaluating options – and you want your company to be one.

This approach targets people lower down the sales funnel, often resulting in higher conversion rates. It can also be valuable in boosting brand awareness and market share.

3. Use remarketing

Remarketing serves a digital advert for your brand, service or product to people who have previously visited your website.

Everyone has visited a website only to be served up ads for the same brand as they explore other sites and apps!

It has long been a very effective tactic – especially as B2B buying-decisions can take time for visitors to your website to make.

With a decreasing volume of PPC clicks, remarketing is perhaps even more effective – focusing your budget on converting those who visited your website.

4. Create industry-specific landing pages

The biggest mistake of most online marketing is sending people to a rather generic homepage. And, it’s particularly unproductive with paid search!

Those seeking your products or services will have an application in mind – tied to whatever it is that they deliver.

As such, industry-specific landing pages which explain how your product or service is tailored to their sector’s needs can be very persuasive.

You can create pages for specific areas like:

• Manufacturing
• Healthcare
• Financial services
• Technology
• Professional services

And include compelling detail like:

• Industry pain points
• Relevant case studies
• Testimonials

Industry-focused landing pages almost always significantly outperform generic pages for B2B PPC campaigns.

5. Focus on conversion, not volume

A common error of PPC paid search campaigns is to equate a high level of clicks with success. This could be particularly tempting in the AI search era as click volumes decline.

However, the only winner from costly high volume PPC campaigns tends to be Google!

Instead, it is best to target those terms and users who are more likely to convert into enquiries or sales.

This can in part be achieved by targeting ‘conversions’ within Google Ads, such as:

• Completing an enquiry form
• Downloading a PDF
• Visiting the contact page

A campaign producing 20 opportunities is more effective than one producing 200 low-quality clicks. 

What about common paid search mistakes to avoid?

As well as the dos, there are a couple of important don’ts… 

1. Avoid using broad match

As the name suggest, broad match targets any terms which could relate to the keyword you’re targeting – with the emphasis on ‘could’!

It’s best to avoid broad targeting until you have substantial data on which terms are working and which aren’t.

Instead, try to establish your PPC campaign with:

• Exact match
• Phrase match
• A strong negative keyword list

2. Optimising for cheap clicks

Reducing the cost-per-click is important in PPC – but should not be the priority of any B2B campaign.

Clicks tend to be cheaper for less competitive or broader search terms. In general, these are far less likely to translate into enquires or sales.

Try not to focus on the number or cost of clicks but on the buying intent they demonstrate and those which lead to more conversions.

A £20 click that generates a £50,000 deal is better than a £2 click that never converts.

So, what do the most successful B2B PPC campaigns do?

The highest-performing PPC campaign for B2B companies typically:

1. Target commercial-intent keywords
2. Send traffic to dedicated landing pages
3. Optimise for result, not clicks

At Full Mix Marketing, we’re a full service B2B marketing agency, specialising in delivering the full mix of strategic, digital and creative marketing for companies and organisations who provide products or services business-to-business (B2B).

We’ve extensive experience helping clients benefit from PPC campaigns which target high-intent users. Since the advent of AI search, we’ve helped many clients to maintain and often increase the results from their PPC.

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