Google Ads and Account-Based Marketing: Everything You Need to Know

The agency doesn’t deliver a strategy that works, for example, costing your team the account and sale. When you start with account analysis, you can get an estimate for what your company will need to spend to reach and secure that account. No matter which decision you make, focus on having the best tools and talent on your side. If you want the best results (and return) from ABM marketing, then you need to target fewer accounts or increase your account-based marketing budget. In some cases, you may find an account’s CLV isn’t worth the effort or investment of ABM marketing, allowing your company to focus on more valuable targets.

ZoomInfo is an all-in-one AI GTM Platform built for exactly this motion. LinkedIn Matched Audiences lets you upload your target account list as a CSV, then layer job title and seniority filters on top to carve out role-specific audiences within each account. On LinkedIn, job function targeting and seniority filters let you serve the CFO creative focused on ROI and risk, while the VP of Operations sees messaging anchored in workflow efficiency. That number is not a benchmark to admire; it is a structural constraint that shapes how your advertising program must be built.

For marketers juggling limited budgets, it’s important to weigh programmatic costs against other ABM priorities. Enhancing your intent data with third-party data providers and integrating systems like demand-side platforms (DSPs), customer data platforms (CDPs), and CRMs ensures campaigns are precise and scalable. Many marketers struggle with disconnected ABM tools or incomplete data, which leads to missed targeting opportunities. Collaborating with sales, analyzing CRM and intent data, and reviewing past campaign performance will lead to the answers you need to decide if now is the time for programmatic ABM.

Native and content syndication

The Role of Social Media in the B2B Buying Process Explore how B2B marketers use social media to boost discoverability, influence decision-making, and drive conversions across the buying journey. Learn how to improve brand visibility in AI search engines and build brand authority for AI discoverability. Targeted Display Targeted display, also known as programmatic advertising, is a digital marketing approach that utilizes advanced technology and data-driven algorithms to deliver customized and relevant advertising content to specific audiences. Learn how ABM campaigns work and why they matter for B2B marketers.

This represents a significant architectural shift—the infrastructure that once optimized for cookie-level reach now optimizes for account-level engagement. Intent data vendors like Bombora started syndicating B2B audience segments into programmatic marketplaces, enabling advertisers to target decision-makers at in-market accounts across channels including emerging platforms like connected TV. They started uploading named account lists into data management platforms and working with identity resolution vendors to map those corporate entities to online identifiers. The shift toward account targeting emerged as marketers realized they needed to constrain their programmatic buys geographically—not by location, but by company. B2B marketers initially tried to retrofit programmatic tools for their needs, creating audience segments based on job titles, company size, and industry.

With access to video, native, and contextual formats via open exchange and PMP deals, your message shows up in the right places to drive real engagement. We deliver display through industry-leading DSPs, placing your brand across trusted business and tech media, vertical-specific publishers, premium apps, and mobile web. Our unified reporting shows where accounts are engaging across channels, making it easy to spot buying signals, prioritise outreach, and demonstrate campaign impact.

Best Practices for Display Advertising in ABM

Resulted in a 40% increase in demo requests and 25% higher conversion rate compared to generic ads. Marketers can leverage firmographic data, buyer intent signals, and CRM integrations to refine targeting, reduce wasted ad spend, and increase pipeline velocity. As competition for attention intensifies, ABA helps sales and marketing teams align efforts making campaigns measurable and ROI-driven. Account-Based Advertising (ABA) is a targeted advertising strategy that focuses on directing digital ads to specific high-value accounts rather than broader audience segments.

We recommend you use all available formats to reach more buying committee members with diverse types of ads. Video Ads are a great ABM ad format to use if you want to showcase your product engagingly and account based display advertising entertainingly. When it comes to ABM display ads, there are several ad formats you can choose from.

These questions help surface those concerns early—whether you’re in an emerging company looking to grow pipeline quickly or an enterprise focused on expanding wallet share. Many marketers worry about wasting budget on too broad or misaligned audiences or launching campaigns their ideal buyers will never see. To determine if programmatic ABM is a smart investment, B2B marketers must assess whether their target audience is well-defined, digitally engaged, and large enough to justify automated outreach. Programmatic advertising offers powerful benefits for B2B marketers, but it’s not a one-size-fits-all solution.

• ABM ads use intent data to target key decision-makers, ensuring that your budget goes toward reaching the prospects most likely to convert.
• Retargeting has been shown to significantly increase conversion rates, with reports from Marketo showing that 98% of website visitors are not ready to buy when they first visit the site.
• Always ensure that your message is empathetic, builds rapport, and focuses on how you can help solve their challenges — rather than how great your business is.

Maximize Content Syndication Channels

This will be important not necessarily for targeting right now, but for helping you to better craft more relevant messages that they’ll respond to. Ready to start using account-based marketing to get that man-I-wish-I-could-work-with-them-as-if client to your site and maybe even converting? A lot of account-based marketing strategies focus on what we’ll call “discovery” ads like you see on Facebook or LinkedIn, with brands trying to build awareness of what they offer while showing targeted ads to the right people.

This advertising strategy allows your business to target specific locations, like a trade show or industry summit, and deliver ads to attendees. That’s why brand awareness can increase account-based marketing costs substantially. In comparison, Decision-Maker B already knows about your company, as well as your product, so you must focus on eliminating their interest in competitors. It also focuses on the top and middle of the funnel, as it’s uncommon for decision-makers to take an identical path to conversion. While other marketing strategies may focus on building brand awareness, your approach focuses on moving audience members to purchase.

ABM platforms aren’t built for the messy reality of B2B deals.

Using retargeting and nurturing strategies with display ads keeps your brand memorable and increases the likelihood of customer conversions. To connect with your audience, align your display ad messages with their unique needs and challenges. To ensure the effectiveness of advertising displays in the context of the framework of an ABM strategy, you must follow the most effective guidelines. Identifying key decision-makers and influencers also called buying committees—is essential for crafting personalized and relevant display ad messages. The multi-channel strategy allows firms to target their clients across multiple channels and boost branding visibility.

If you believe you think you need to optimize more than your remarketing campaign, check out our guide detailing 23 Google Ads optimization techniques. Optimizing remarketing campaigns helps you reach the most relevant audience, increase your conversion rates, and maximize your marketing efforts. If you'd like to start there, check out our guide on cost-effective competitor targeting tactics. Retargeting also helps to build brand awareness and visibility, as it reminds customers of what they're searching for while keeping your company's offerings top of mind.

Using cookie-less technology, DISCOVER searches for publicly available trigger events and first-party intent data, such as acquisitions, recruitment drives or product launches, that indicate when prospects are most likely to spend. Let’s examine how it works and why it delivers far more than just awareness. Furthermore, traditional demand gen efforts focus more on lead quantity whereas account based advertising focuses on exposure quality — who is seeing your content. In fact, one analysis showed that account based-advertising campaigns focusing on fewer than 25 accounts generate 400% more clicks than campaigns targeting more than 300 accounts. Advertising options such as Sponsored Content allow you to deliver content to the LinkedIn feed of members beyond those who are following you or your company — which enables you to target specific prospects within target Accounts.