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Paid media plays a role in almost every business. Whether it’s Google Adwords, sponsored updates on social platforms, or hiring an agency to manage campaigns for your company, paid media is a great way for B2B marketers to find and close customers.

We’ve written a great deal of articles on the topic. Below, you’ll find 11 of our top posts for a one-stop resource of all things B2B paid media. The articles are broken into three categories: Paid Search, LinkedIn Advertising and Google Adwords specifically. 


Paid Search

1. Paid Media “Molecule” Shows How To Accurately Track Performance With Attribution [Infographic]

Paid Search


Based on the Periodic Table of Marketing Attribution, this paid media molecule assembles elements from the attribution table into a molecular structure to visually demonstrate how attribution can build an effective revenue reporting system for paid media campaigns.

2. 18 Paid Search Influencers You Need to be Following on Twitter

Looking for the most reliable insights on paid search marketing? Paid search marketing is a strong, cost-effective lead generation tool for many marketers. Follow these influencers today and stay current on all things paid search.

3. 12 Stats on B2B Clients of Paid Search Agencies from the State of Pipeline Marketing Report

The 2015 State of Pipeline Marketing survey asked respondents to identify whether they managed their paid search / paid media in-house, or whether they outsourced the management of that  marketing channel to an agency. The 12 statistics included in this post, are based entirely on the responses from companies who partner with an agency to manage their paid search and paid advertising.

4. How to Scale B2B Paid Search

Scaling B2B paid search is not easy. But it’s been done before, and this post features the marketers who did it. They explain the keys to success for B2B paid search, including how to discover the correct long tail keywords, convert on landing pages, and optimize efforts based on revenue data.


LinkedIn Advertising

5. The Guide to Cracking the LinkedIn Ads Platform

cracking LinkedIn


This guide explains an approach to LinkedIn Ads that is focused on generating revenue. While click-through-rates (CTR) and leads are good indicators, revenue provides a better metric for creating more effective LinkedIn Ads.

6. How We Revamped Our LinkedIn Ad Strategy for Full-Funnel Marketing

We used to only do top of the funnel ads on LinkedIn, and social was primarily recognized as an awareness and discovery channel. Today, we still use LinkedIn at the top of the funnel, but we’ve made our targeting more sophisticated. This post will walk through how we now use LinkedIn for full-funnel marketing.

7. What We Learned After Spending $50,000 in LinkedIn Ads

Like many fast-growing technology companies, we’re always looking for new areas to scale and expand our pipeline marketing efforts. We decided to conduct a significant test in content marketing, specifically using LinkedIn Ads. After spending more than $50,000, here are six things we learned.

8. Six Awesome Examples of LinkedIn Ads that Convert

You're generating leads. You're thinking about how to make paid social ads more relevant and valuable. What better way to get inspired than to look at great examples?

These LinkedIn ads show why targeting your audience, developing good copy, and offering unique content generates leads. These ads are compelling and cut through the noise. This post takes a closer look at what makes them work.


Google Adwords

9. Announcing the 2016 Adwords Industry Benchmarks Report


adwords benchmark


Too often, B2B marketers don’t have a full understanding of what happens after a lead is created. Marketers often also don't know what to expect in terms of ROI when investing in paid media. We explore these questions in our AdWords Industry Benchmarks Report.

10. Adwords Conversion Import for Salesforce: Unpacking What it Means for B2B Marketers

Google AdWords recently launched an integration with Salesforce that connects AdWords data with Salesforce. Because of their messaging, and the fact that it integrates with Salesforce, it can sound pretty similar to Bizible attribution if you don’t pay close attention to the details.

We will sort through those details and unpack the impact of this product for B2B marketing measurement.

11.  Craft Smarter Adwords: 22 Smart (and Lazy) B2B Competitor Keyword Targeting Examples

Oh, boy - it’s a scary time to be setting up Adwords campaign for a SaaS company. In basically every major SaaS market, there are established players spending a ton of money on every click.

Here’s how you can bid on competitor’s keywords in a unique way-- using knowledge about competitors’ weaknesses while driving traffic your way and exposing your own strengths.


Introducing the Bizible Partner Program for Paid Search Agencies

Don’t forget, we have an established partner program designed for Paid Search Agencies!

Our program offers paid search agencies an opportunity to partner with us to drive real client success. Bizible unites marketing and sales data to allow agencies to optimize online media for their clients with confidence. With API connections to ad networks such as AdWords, agencies can quickly identify the campaigns and keywords converting to revenue, and control the success of their client’s accounts.