Search Engine Land contributor Christine Askew has published an article featuring top 6 B2B paid media platforms and where and how to advertise effectively.

She says, “Choosing the right paid media channels is key to B2B advertising success.

This guide covers the best PPC platforms – Google, LinkedIn, Microsoft, and more – plus expert tactics to reach decision-makers and drive results.

1. Google Search

Google is an effective way to reach B2B decision-makers when they are actively searching.

But how do you ensure you’re reaching someone truly looking for a food supplier for their restaurant and not just Joe Schmoe craving a steak dinner?

The key is strategic targeting. Make sure to:

  • Use keyword lists wisely
    • Add negative keywords like “home” or “residential” to filter out non-B2B searches.
    • If someone searches for “steaks” without a qualifier like “supplier” or “commercial,” layer audience segments to refine targeting.
  • Leverage audience segments
    • Target based on:
      • Industry.
      • Company size.”

Top 6 B2B paid media platforms: Where and how to advertise effectively

Search Engine Land

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