The average return on investment seen by B2B advertisers using search marketing is 7:1, according to research by McKinsey & Co. No wonder so many B2B companies are considering starting or have started a search marketing program. Search marketing becomes even more critical when you realize, as Google did in an impact study, that as much as 89% of search advertising traffic cannot be replaced by organic search while ads are paused.

Diving head-first into the search advertising world can be daunting though. While the average advertiser spends just under $4 per click (according to the DMA), many end up spending significantly more and converting at a rate much lower than the national average of 3.8%.

Bottom line: Understanding how search ads fit into your customer acquisition strategy requires an in-depth knowledge of both search ads and the B2B sector.