Generative AI has shaken up the world of digital marketing – but paid search remains a powerful and evolving tool for B2B companies. In our recent webinar, we explored why SEM is more important than ever in 2025, the key challenges marketers face, and how to optimise your strategy to reach high-intent buyers and maximise return on ad spend.
Here are the key takeaways.
- Search engines still dominate commercial search, despite the rise of generative AI tools
- Paid search gives immediate visibility to high-intent buyers – when executed well
- Offer and landing page quality are critical to success and cost-efficiency
- Effective keyword research starts with human insight, not just tools
- Avoiding irrelevant traffic (especially consumers) is key to protecting budget
- Track the right conversions – not just leads, but micro-conversions too
- Automation is helpful, but must be monitored and adapted to your context
- Ongoing testing and optimisation are essential – SEM is not a one-time setup
You can now watch the full webinar session on-demand and dive deeper into all the strategies and examples discussed
Why paid search still matters in B2B
Search engine marketing offers immediate visibility in front of buyers who are actively looking for solutions. With up to 90% of B2B buying journeys starting online(WTCF) and 75% of buyers preferring a rep-free experience (Gartner), SEM gives you a rare chance to be seen at the moment of need.
Importantly, SEO and paid search serve different purposes – SEO is not a replacement for paid visibility, especially when speed and targeting matter.
The search engine landscape in 2025
Despite the rise of generative AI tools (like ChatGPT), traditional search engines still dominate commercial and product-specific searches. While GenAI tools are widely used for informational queries, they play a complementary role rather than a replacement for search engines.
- In 2024, Google still outperformed GenAI tools by a factor of over 370x in search volume.
- Younger users are adopting GenAI more quickly–something to consider when thinking about your ICP.
- Search engines are integrating AI to stay ahead of the curve.
Key takeaway: AI is evolving fast, but search engines remain the go-to channel for buyers seeking specific solutions–and the most efficient paid media channel for B2B marketers today.
What B2B marketers are struggling with
Ahead of the webinar, we asked participants about their top challenges with SEM. The most common answers:
- Measuring effectiveness
- Poor traffic quality
- Not knowing what their ideal customers are actually searching for
- Difficulty generating high-quality leads
Strategy foundations: offer & landing page first
No amount of ad spend can make up for a poorly structured offer or weak landing page. Your site must convert–both for the customer experience and to improve your Quality Score in Google Ads, which reduces CPC and boosts performance.
Focus on:
- Clear, relevant messaging
- Fast, mobile-optimised pages
- Alignment between ad copy and landing page content
Reach the right people – and avoid the wrong ones
- Keyword research
- Start with first-hand knowledge from product teams and customers.
- Use tools to validate, but human insight should come first.
- Don’t be discouraged by low or zero search volumes–in B2B, one click can be worth thousands.
- Consider running test campaigns on a small budget to capture actual search terms your audience uses.
- Filtering out irrelevant traffic
The biggest budget-waster in B2B SEM? Consumer traffic. Avoid it by:
- Using long-tail keywords with clear intent
- Applying negative keywords
- Pre-qualifying in ad copy (e.g. “Enterprise ERP” vs. “ERP”)
- Leveraging audience targeting to focus on enterprise buyers
Conversions, tracking & optimisation
In B2B, leads are often few–but valuable. Tracking only form submissions isn’t enough.
- Track micro-conversions like contact info clicks or newsletter sign-ups to give algorithms more to work with.
- Feed lead data into your CRM to assess keyword and campaign performance.
- Optimise for lead quality or value, not just volume.
Automation: useful, but not infallible
Platforms like Google Ads offer powerful automation, but they have limitations:
- Algorithms lack context and nuance.
- Automated recommendations aren’t always aligned with your goals.
In smaller markets, fewer data points mean more guesswork by the platform.
Best practices:
- Consolidate your account structure to provide more data.
- Review automated recommendations manually.
- Test manually alongside automation when needed.
- Continue testing ad copy, bid strategies, and keyword match types.
Mindset for modern SEM
Search is no longer a “set and forget” channel. Success requires:
- A strategy grounded in customer insights
- Strong fundamentals across campaign structure and messaging
- Ongoing testing and optimisation
Even if you’ve run SEM campaigns in the past, what worked in 2020 may not work today. It’s time to evolve.
Final thoughts
Google still dominates search, but don’t ignore alternative platforms like Bing, which may perform better in certain markets or segments.
Ultimately, winning with SEM in 2025 means staying sharp:
- Stay updated on search trends
- Use AI tools strategically
- Align your ads with real buyer needs
Paid search continues to be one of the most effective ways to reach high-intent B2B buyers–as long as you do it right.
If you're looking to improve your paid search strategy or want to discuss how SEM can support your B2B growth goals, we're here to help.
Book a meeting with our experts to explore the right approach for your business or watch the webinar recording on-demand to revisit all the insights at your own pace.
