Search engine marketing (SEM) is a crucial part of B2B marketing because potential clients increasingly conduct their own research before engaging with a vendor – making visibility during those key moments essential. However, results are dependent on proper execution of advertising. While automation can benefit advertisers, trusting it to make important decisions usually has a dire impact on effectiveness.
Below, we’ll dive into the role of search engine marketing in modern B2B marketing and best approaches for 2025. While SEM is often considered to include both paid ads and SEO, this article focuses solely on paid advertising
Using SEM to make a real business impact in B2B
B2B buying behavior has shifted in recent years. Buyers now do 60–80% of their research independently before talking to sales, which is why it’s essential to be visible in search results when intent is high.
Compared to other channels, search engine advertising is unique in its ability to reach people who are actively looking for solutions. These are high-intent users – often decision-makers – which makes SEM especially effective for generating quality leads. On top of that, SEM lets you test different value propositions and see what actually resonates, while giving insight into what your ideal customers are searching for.
While genAI tools such as ChatGPT are gaining popularity in information searches, traditional search engines still dominate when it comes to finding vendors and comparing solutions. Organic visibility in search engines is important, but since ads take up a large share of the clicks in many high-value searches, relying on SEO alone isn’t usually enough, especially in competitive industries. If the goal is to reach the right people at the right moment, a well-executed SEM strategy is a core part of the B2B marketing mix.
1. AI and machine learning: powerful, but not perfect
Adoption of AI will only accelerate in 2025 SEM. In recent years, Google has rolled out various new campaign types, such as Performance Max and Demand Gen, that rely heavily on AI, and has already announced some updates for 2025. Tools such as AI-generated ad copy are also more accessible than ever, promising to simplify campaign creation and management. While these tools can improve efficiency and performance when used correctly and in the right setting, they have their flaws and are not suitable for all advertisers despite being heavily promoted by platforms.
That said, dismissing automation entirely would be a mistake, as AI and machine learning have made significant leaps in recent years. Also, user complaints about lack of transparency and control have been noted at Google: updates announced for 2025 include, for example, more advanced reporting possibilities and robust exclusion options for different campaign types. Running tests is highly recommended, as these advancements are likely to fix some of the major flaws advertisers have experienced in the past. However, AI and automated suggestions from platforms should still only complement, not replace, human judgment and domain expertise.
2. Fragmentation of search: diversifying beyond Google Ads
While Google remains dominant in search, 2025 is a great time to reconsider whether your entire SEM budget should flow into one platform. Competitors such as Microsoft Advertising (Bing) are gaining traction and have become a viable option for search advertising. These platforms often offer lower competition and cost-per-click thanks to lower media investments, making them valuable in certain scenarios. While they are still niche compared to Google, they are highly popular in some user groups.
The best approach is to evaluate your target audience and test additional platforms where they may be active. Technology is moving rapidly, and being early can bring great results.
3. Keeping up with the change while remembering context is everything
Even though many fundamental principles endure, some practices can quickly become outdated. Advertisers must stay current and informed whether it’s algorithm updates, changes in user behavior, new ad formats or evolving privacy regulations.
Even though being wary of automation and new best practices is recommended, rejecting change altogether hasn’t historically been the winning play either. It is also likely that old tools and features are going to get phased out as seen previously with, for example, expanded text ads and smart shopping. This is why it’s crucial to react to – and ideally prepare for – the changes.
The most important thing to remember is that what works for some accounts doesn’t necessarily work for others. SEM comes with countless variables, from the type of business, market size and relevant search volume to media budget and customer behavior. This is why it's nearly impossible to provide clear recommendations on all aspects of search engine marketing strategy without knowing the business in case and having experience of a similar situation.
What works well for a large, consumer-based advertiser in the US might not and most likely doesn’t work for a smaller B2B advertiser in Finland. A good example of this is data-hungry campaign types, which are often not suited for small budgets and very limited conversion data. Since click prices have been rising steadily in recent years, advertisers can’t afford to waste their budgets on cookie cutter strategies in paid search.
4. Mastering the fundamentals: still crucial in 2025
While the digital advertising landscape evolves and new shiny objects appear constantly, fundamentals remain as critical as ever. Things such as effective conversion tracking, engaging creatives and well-thought-out account structure are always the backbone of successful search advertising.
As most advanced strategies only work if the foundation is built correctly, neglecting the basics tends to lead to wasted budgets and missed opportunities.
The worst approach to paid search is to blindly rely on automation while ignoring the underlying data requirements and guardrails needed to make it work effectively.
Final thoughts
While 2025 will surely bring new features and recommendations in search advertising, knowing the fundamentals and not purely relying on automations is as important as ever. It also pays to remain sceptical about new shortcuts and best practices, as they are rarely one-size-fits-all solutions.
On the other hand, sticking to the familiar methods from 10 years ago is also less than ideal. Staying up to date with the current landscape is paramount.
With search engine marketing, context is everything. This is why designing a suitable strategy for a business according to its unique needs and challenges will always be the ultimate best practice.
Want to dive deeper into the search engine marketing landscape?
Join our upcoming webinar, during which we’ll explore the role of SEM in B2B, break down what’s working in 2025, and answer your questions live.
