The differences between B2B and B2C PPC advertising

Whether your business is B2B or B2C, it’s important to get PPC advertising for both types of audience right. Below, we discuss the similarities and differences when it comes to connecting with your potential buyers.

PPC campaigns for B2B

Targeting and timing

In order to generate business leads, B2B advertisers need to ensure that their ads are shown at the right time – during typical working day hours. Decision-makers will be actively engaged during office hours and more likely to click on the ads. Social media is the perfect platform for researching companies and finding out who to target using social media ads. LinkedIn is one of the best sources for job title and industry information on companies. Taking this approach will also help you to manage your PPC budget efficiently, by not showing ads to the wrong people at the wrong time, or the right people at the wrong time.

Top tip: Create ad scheduling and bid modifications for certain days of the week, and times of the day.

Communicating with audiences

As a B2B business, potential buyers will want to trust that you have sufficient knowledge of the industry and relevant expertise before they take the next step. In your PPC ads you should promote this intelligence and make it clear to your audience how and why your product can enhance their business performance.

PPC campaigns for B2C

Targeting and timing

A B2C campaign should usually target users by their age and interests. Create buyer personas for your brand so you have a full understanding of who you are aiming to reach, and try the Lookalike Audiences feature to find new users who are potentially interested in what your company offers. When it comes to timing, as a B2C seller you are likely to want to attract new purchasers quickly, so these types of consumers can be targeted any time of the day.

Communicating with audiences

In B2C advertising, marketers can be a little more creative and really drive sales through emotional content. Cut out the jargon and use clear, simple language that speaks to the consumer on their level.

Similarities between B2B and B2C PPC advertising

Keyword research

There is no doubt that all PPC advertising requires in-depth keyword research to be successful. By knowing which terms and phrases to use in order to reach customers is vital so you are not wasting spend.


When creating landing pages for a B2B or a B2C advert to link through to, the content should match what is in the ad, and be relevant. This will also ensure your campaign earns a higher quality score by Google.


Having a retargeting strategy in place is important for campaign success for both B2B and B2C campaigns, given that not every person will buy from your ads.


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