Top 6 B2B paid media platforms: Where and how to advertise effectively

Choosing the right paid media channels is key to B2B advertising success. 

This guide covers the best PPC platforms – Google, LinkedIn, Microsoft, and more – plus expert tactics to reach decision-makers and drive results.

1. Google Search

Google is an effective way to reach B2B decision-makers when they are actively searching.

But how do you ensure you’re reaching someone truly looking for a food supplier for their restaurant and not just Joe Schmoe craving a steak dinner? 

The key is strategic targeting. Make sure to:

• Use keyword lists wisely
  • Add negative keywords like “home” or “residential” to filter out non-B2B searches.
  • If someone searches for “steaks” without a qualifier like “supplier” or “commercial,” layer audience segments to refine targeting.
• Leverage audience segments
  • Target based on:
    • Industry.
    • Company size.
    • Users in-market for jobs in specific industries.
  • Example: A software company selling to Fortune 500 technology firms can target users searching for software-related keywords who also:
    • Work at large companies (10,000+ employees).
    • Are in the technology industry.
• Qualify leads with offline conversion imports
  • Connect Google Ads to CRMs like Salesforce and HubSpot using GCLID tracking.
  • Capture lead information and import it back into Google Ads to identify which campaigns and keywords drive sales-qualified leads (SQLs) and revenue.

By refining keyword strategies, layering audience segments, and tracking conversions, you can ensure your Google Search campaigns effectively target B2B decision-makers.

Dig deeper: 2025 predictions for top B2B paid media channels

2. Microsoft Search

Microsoft may have a smaller audience than Google, but it offers valuable advantages, especially for B2B advertisers:

• Lower cost-per-click (CPC)
  • Microsoft CPCs are up to 30% cheaper than Google, making it a cost-effective option for limited budgets.
• LinkedIn audience targeting
  • Since LinkedIn is owned by Microsoft, you can target and collect data on:
    • Company.
    • Job function.
    • Industry.
  • This is particularly useful for B2B advertisers looking to reach specific companies or job roles.
• Example: A B2B HVAC company can target users searching for “commercial HVAC service” who also work at nationwide companies like Allstate or Geico.

With lower costs and LinkedIn’s robust targeting, Microsoft Search can be a powerful addition to a B2B paid media strategy.

3. LinkedIn

LinkedIn has the largest audience of B2B decision-makers, making it an essential platform for B2B advertising. 

It offers robust targeting options, including job function, member skills, company, and job title, allowing you to reach the right professionals with precision.

Beyond brand awareness, LinkedIn is highly effective for lead generation and conversions:

• Lead generation ads: Capture contact information directly in the feed.
• Document ads: Offer a teaser (one or two pages) of downloadable content and require users to submit their information to access the full version.
• LinkedIn pixel: Track website interactions to retarget engaged users.
• Contact and company list targeting: One of the most efficient ways to drive low-cost, high-quality leads (CPLs).

With its advanced targeting and multiple ad formats, LinkedIn provides endless opportunities to connect with key B2B decision-makers.

Dig deeper: How to combine Google Ads and LinkedIn Ads for comprehensive B2B campaigns

4. Reddit

Reddit might not seem like an obvious choice for B2B advertising, but the numbers tell a different story. 

Reddit has the second-largest audience of B2B decision-makers behind only LinkedIn, according to Reddit. 

Even more surprising, 43% of B2B decision-makers aren’t on LinkedIn, making Reddit one of the few platforms where you can reach them.

Can you capture leads on Reddit? Yes! 

Reddit recently introduced lead generation ads, allowing businesses to collect lead information without users ever leaving the platform. Major brands have already seen success:

• Hootsuite achieved 80% lower cost per signup than their benchmark and found Reddit effective for reaching engaged prospects.
• Adobe Creative Cloud achieved a threefold increase in conversion rate and 100% higher CTR, thanks to Reddit’s strong community engagement compared to other platforms.

With its unique audience and new ad capabilities, Reddit is worth considering for B2B campaigns. Don’t knock it until you try it!

Dig deeper: 5 must-know Reddit Ads tactics for B2B marketers

5. Meta

Meta might not be the first platform that comes to mind for B2B advertising, but it reaches a massive audience – including business and IT decision-makers. 

Up to 2.9 billion people use Meta’s services daily per a recent earnings call, making it a valuable channel for B2B marketers.

To effectively reach the right audience, Meta allows targeting based on:

• Company (where users work).
• Job role.
• Industry.

Additional strategies for B2B success on Meta:

• Use first-party data: Upload customer lists and create lookalike audiences to expand your reach.
• Leverage lead generation ads: Capture user information directly in the feed, similar to LinkedIn.
• Track lead quality: Implement a system to filter out junk leads and ensure ad spend goes toward high-value prospects.

With the right targeting and tracking in place, Meta can be a powerful tool for B2B advertising. 

Dig deeper: B2B audience targeting: Meta Ads as an alternative to LinkedIn

6. Programmatic

Programmatic advertising is like Google Display on steroids, allowing you to place ads strategically across multiple digital channels, including:

• Over-the-top (OTT) and connected TV (CTV).
• Display, video, and search.
• Social, native, and streaming audio.
• Out-of-home (OOH), gaming, and live sports.

To maximize conversions, focus on:

• Strong creative and engaging landing pages.
• Implementing a pixel to track website interactions.

You can also test out an account-based marketing (ABM) tactic, which concentrates on targeting a set of specific accounts within a given B2B market.

Remember, while any single channel can be effective, using multiple advertising channels in a full-funnel strategy is the best way to drive incremental lift and reach B2B decision-makers at every stage of their journey.

Dig deeper: How to improve PPC lead quality for B2B campaigns