Software Company Google Ads | B2B Demand Generation

A software company’s advertising needs run on different logic than consumer products: the sales cycle is long, the decision is made by more than one person, and conversion is usually a “demo request” or “quote request”, not a direct purchase.

Google Ads catches demand, LinkedIn reaches decision-makers

Google Ads is strong at catching someone already looking for a solution — searches like “inventory management software” carry clear intent. But B2B purchase decisions involve multiple people; LinkedIn ads complement Google Ads by reaching those decision-makers in a business context.

Remarketing is critical through a long sales cycle

A B2B software decision can take weeks or months. Remarketing keeps you visible through that process — expecting conversion on the first visit isn’t realistic in this sector.

A demo request is the right measurement target

Targeting “buy now” directly is too early an ask for most B2B software. A demo request or free trial signup is both more realistic and a healthier conversion target for the bidding strategy.

How do we start? First we discuss your target customer profile and sales cycle. You can reach me from the contact page.

Frequently Asked Questions

Should Google Ads or LinkedIn lead?

Usually both together; Google Ads catches existing demand, LinkedIn targets the decision-maker and builds brand awareness.

Should I offer a free trial?

If possible, yes — it’s a step that meaningfully raises conversion in B2B software, letting users experience the product without risk.

Which campaign type should lead?

Search — intent is clearest there. As demand grows, LinkedIn and content marketing can support.