If you’ve ever run or considered running Google Ads for your business, you might assume all campaigns fit into either business-to-consumer (B2C) or business-to-business (B2B) categories. But after managing Google Ads accounts for over 15 years, I’ve seen it all—and there are actually four distinct types of Google Ads accounts you should be aware of. One of them might surprise you.
1. B2C: Consumer Services
This is where Google Ads truly shines. Think of it as the modern version of the Yellow Pages, connecting customers with local service providers like plumbers, counselors, lawyers, medical professionals, and realtors.
- Main Goal: Generate leads via phone calls and form submissions.
- Key Metric: Cost per lead, typically ranging from $30 to $60.
- Tools: Conversion tracking is crucial to gauge success.
If your business offers a service to consumers, chances are Google Ads can work well for you with the right setup.
2. B2C: E-Commerce
E-commerce is another major player in the Google Ads world. Whether you’re selling handmade crafts or high-end electronics, people are searching for your products—and Google Shopping and Performance Max campaigns help them find the products you sell.
- Main Goal: Track sales and calculate Return on Ad Spend (ROAS).
- Challenges: It’s tough to maintain high profitability on the first sale, especially in competitive industries.
- Sweet Spot: Businesses with high margins or repeat customers typically fare best.
3. B2B: Business Targeting Business
Running Google Ads for B2B is tricky because Google is more consumer-oriented. A snow removal company targeting warehouses or an executive headhunter looking for logistics executives can easily get flooded with irrelevant leads.
- Biggest Hurdle: Shared search phrases between consumer and business audiences.
- Solution: Use tighter keyword matching and advanced targeting tools (not covered in the video, but worth exploring).
- Cost per Lead: Higher—often between $100 to $300, but usually for higher-value clients.
4. Knowledge Commerce: Selling Your Expertise
This is the lesser-known and often misunderstood category—selling information. Think online courses, coaching programs, webinars, and eBooks. While there’s potential here, it’s not an easy win with Google Ads alone.
- Problem: People are bombarded with free info already. Cold traffic from Google is unlikely to convert without prior exposure.
- Better Strategy: Use content marketing—YouTube, podcasts, blog posts—to warm up your audience. Then retarget them with Google Ads.
- Risk: Starting with a small budget and expecting immediate ROI rarely works in this space.
So, Where Does Your Business Fit?
Understanding which category your business falls into can help you set realistic expectations and craft a more effective Google Ads strategy. Whether you’re offering a local service, selling physical products, working B2B, or sharing your knowledge, each account type has its own nuances and challenges.
If you’re unsure how to navigate your campaigns or want expert guidance, I offer Google Ads management services tailored to each type. Or if you’re going the DIY route, my YouTube channel is packed with tutorials to help you succeed.