Whether you’re in the business of selling heavy-duty gym equipment or a high-tech software suite designed for a particular sector, every business needs quality B2B leads to keep operations running smoothly and successfully. While businesses can use a diverse mix of B2B lead generation methods, Pay-Per-Click (PPC) and organic Search Engine Optimization (SEO) rank at the top.

Both approaches are known to deliver results, but each has its merits and challenges. If you plan to choose between PPC and SEO for B2B lead generation, it is crucial to understand the nuances of each. To make it easier, this article covers all the fundamentals you must know about both methods, with insights on which method to choose. So, let’s quickly dive into the details.

Pay-Per-Click (PPC): Your Instant Visibility Partner

If you’ve run B2B lead generation campaigns in the past, you would know attracting, nurturing, and closing leads take time. The duration can depend on various factors, and the chances of faster conversions are thin, especially if you follow organic traffic methods. This is why many businesses are turning to PPC to gain instant visibility among highly targeted audiences. If you have a good budget and want faster results, you should try PPC. To better understand this approach, explore its pros and cons discussed below.

Reasons to Choose PPC

Businesses can proceed with PPC as their primary B2B lead generation method, if they want the following benefits:

  • Instant Visibility

Pay-per-click (PPC) brings you instant visibility, so you don’t have to wait for months to get seen by your ideal prospects. Launching diligently crafted PPC ads can make your brand appear at the top of SERPs for relevant search queries. You can use this as an opportunity to close leads faster.

  • Laser-Targeted Advertising

This approach lets you run highly targeted advertising campaigns, boosting your chances of conversion. Using PPC, brands can show their ads to a particular demographic and tailor their messaging for a higher closing rate.

  • Measurable ROI

PPC is preferred for its ability to offer a high level of measurability that fewer other approaches can match. Since you’re running targeted campaigns, you can measure the precise amount of clicks, impressions, conversions, etc., to determine the method’s effectiveness.

Cautionary Points about PPC

While PPC is an excellent B2B lead generation method, businesses must be aware of the following drawbacks/challenges related to PPC.

  • Costs Can Quickly Add Up

PPC can generate instant visibility and conversions, but the advertising costs can be burdening for some brands. Bidding for top ranks is expensive, so businesses must exercise caution to avoid overspending.

  • Temporary Visibility

Businesses shouldn’t depend on PPC alone because the visibility will last till you pay for the top SERP positions. Once a campaign stops, so will your brand visibility. SEO may be a better choice if you’re looking for a more cost-efficient and long-term approach.

Organic Search Engine Optimization (SEO): Your Road to Long-Term Success

SEO has always been a favorite B2B lead generation method for many brands because of its ability to drive a consistent stream of qualified leads on autopilot.

Reasons to Choose Organic SEO

If you’re wondering whether proceeding with SEO is a good choice, the following benefits will help you make an informed decision.

  • Sustainable Visibility

Unlike PPC, this approach focuses on delivering long-term results. If your business website is optimized correctly, it will secure top search engine rankings without spending money on targeted advertising. So, you continue to receive quality leads on autopilot.

  • Better Credibility and Trust

Many internet users trust organic search engine results more than the advertised ones. So, when your brand website organically shows up for relevant search queries, they have a higher chance of clicking on your website. Businesses can use this to foster trust and drive higher conversions.

  • Cost-Effective Method

SEO is the best option if you don’t want to incur huge advertising expenses to attract potential leads. SEO takes time to show visible results, but once an SEO-optimized website takes off, businesses can receive a consistent flow of targeted leads through organic traffic.

Cautionary Points about Organic SEO

Organic SEO is an incredibly effective, cost-efficient, and long-term strategy, but it has the following drawbacks.

  • Algorithmic Changes

Search engines keep rolling new algorithm updates, so you cannot optimize your website once and expect it to generate traffic and leads forever. You will require skilled SEO professionals to continually optimize the website according to the newly launched updates to continue enjoying organic leads.

  • Time-Consuming Process

One of the biggest drawbacks of SEO is its duration to deliver results. Even if you do everything right, you cannot expect instant results. In most cases, it takes months to generate decent traffic and leads. SEO might not be the best choice if you’re looking for quick fixes.

PPC Vs. Organic SEO – Which is the Best B2B Lead Generation Approach?

Since both approaches have pros and cons, the choice should be made after evaluating various factors. For example, if you want to achieve short and long-term goals, begin by running PPC campaigns to gain instant visibility while continuing to build your SEO efforts at the backend. As SEO starts generating results, you can reduce your dependence on PPC. A balanced approach like this will ensure you continue receiving quality B2B leads throughout the short and long term.

Before you make a decision, evaluate each point from budget, competitiveness, time-sensitive KPIs, and other relevant aspects. It will help you decide which approach is the best for your B2B lead generation methods. While there is no one-size-fits-all policy, a balanced approach always delivers phenomenal results for every business type. You can hire professionals to design a more tailored and strategic blend that delivers results in the short term while contributing to long-term sustainability. Being agile is the best policy for all businesses, regardless of their size, nature, industry, etc., so always be ready to adapt your strategies to align them with consumer behaviors and search engine algorithms. Businesses that position themselves strategically and are open to trying various lead generation approaches are always on the winning side. For more information, contact us at the earliest.