PPCmate can reach businesses, not just consumers. You can target people by the company they work for, their industry and their job function. You can also bring your own customer and prospect lists from a file or your CRM, and show ads to those exact people on Google, Microsoft and Meta.
B2B or B2C?
Use B2B tools when the buyer is a company and the decision maker has a job title: software, services, wholesale, recruiting tools, agencies. Use the usual consumer formats when you sell to individuals. Many advertisers use both: B2C formats for volume, B2B tools for the accounts that matter most.
Pick B2B when you create a campaign
- Go to Campaigns → New Campaign.
- Choose a goal: Sales and leads, Website traffic, Brand awareness or App installs.
- Switch to Businesses (B2B) and set your daily budget.
- PPCmate suggests up to three formats that fit. For B2B traffic and awareness goals, Microsoft Audience is one of them. For B2B sales and leads, search formats (Google Search, Microsoft Search) come first.
The B2B toolkit
| Tool | What it does | Status |
|---|---|---|
| Microsoft Audience | Image ads on MSN, Outlook and Edge, targeted by company, industry and job function | Live for all |
| Google Customer Match | Your list on Google Search and Display | Live for all |
| Microsoft Customer Match | Your list on Microsoft Search and Microsoft Audience | Live for all |
| Meta Custom Audiences + lookalikes | Your list (and people like it) on Facebook and Instagram | Live for all |
| Contact file and CRM connectors | Lists from a CSV, HubSpot, Apollo.io or Dealfront, synced daily | Live for all (ZoomInfo coming soon) |
Apollo.io's API needs a paid Apollo plan, and Dealfront uses its own credits.
Where to start
- Targeting by company or job title: Microsoft Audience campaigns: B2B targeting by company, industry and job function
- Using your own lists: Customer lists explained: privacy, hashing, consent and match rates, then Customer lists: upload a list and use it on Google, Microsoft and Meta
- Connecting a CRM: Connect Audience Data: a tour of the page
- Measuring leads: Conversion tracking for B2B campaigns
For a full walkthrough, read our blog guide B2B advertising on PPCmate: a step-by-step guide. New to the terms? See B2B advertising glossary.