Third-party tools have always been valuable in B2B PPC, but in 2025, they’re essential.
With third-party cookies fading, cross-channel attribution still a mess, and competitors constantly pivoting, advertisers who rely only on platform-native tools are missing out on massive optimization opportunities.
To stay ahead, you need the right external tools. This article breaks down five I recommend testing or doubling down on ASAP to level up your PPC strategy, including:
- My favorite CDP.
- My ace in the hole for non-browser tracking.
- My preferred competitive research tool.
- My choice for a multichannel attribution tool.
- Google Ads Editor (including some new functionality).
Tool 1: Segment
Segment is a leading customer data platform (CDP) that helps marketers consolidate data sources and break down silos – an ability that’s more critical than ever in today’s evolving measurement landscape.
We integrate Segment with GTM for our clients to reduce their reliance on third-party cookies, tracking mechanisms controlled by increasingly unstable browsers.
Segment centralizes data within servers, giving you greater control and ownership of your analytics.
Other CDPs, such as Tealium and Salesforce Data Cloud, offer similar functionality, but Segment is our choice because it offers a wide range (400+) of integrations.
We’ve also found that it’s relatively easy for technical teams to implement, scales well, and has handy features that help validate data.
Keep in mind, though, that Segment is a significant investment. CDPs, in general, are not cheap.
It won’t solve all of your data issues. Its value relies on having:
- A well-developed data infrastructure.
- Multiple destinations (e.g., a mobile attribution tool, a user analytics tool, and assorted martech sources) for consolidating event data.
If you’re fairly new to the concept of CDPs, make sure (and this is true of any martech investment) you can identify the exact challenges you need help with.
Do your due diligence in the consideration stage to ensure your chosen CDP has a plan to help you overcome them.
Dig deeper: Why buying-group marketing beats ABM every time
Tool 2: Stape
Server-side tracking is crucial to a successful performance marketing program, especially in 2025. I recommend Stape, which bills itself as “an all-in-one server-side tracking solution.”
Stape has a slightly lower price tag than its competitors (including taggers.io) and lets customers choose between client- or server-side tracking.
While both methods give clients control over their data, client-side tracking depends on cookies and is vulnerable to ad blockers and user settings.
It could take a significant hit once Google rolls out the Chrome opt-out prompt.
Tool 3: Competitive research tools
This is a bit of a cheat since it’s more of a category than a tool. On the third-party side, old standout Semrush is our tool for both PPC and SEO campaigns.
We also rely on:
- LinkedIn and Meta ad libraries: Great resources for seeing your competitors’ creative.
- Google’s Ad Transparency Center: Launched in spring 2023, it provides extensive information on competitors’ ads on Search, YouTube, and Display, breaking things down by geo, format, and timing for the ads’ run.
Combine these tools with Semrush’s insights – estimated competitor budgets, target keywords, landing pages, search volume, and CPCs – and you’ll have everything you need to map out your competitive advertising landscape.
The post 5 underrated tools to boost your B2B PPC performance appeared first on MarTech.
# 5 Overlooked Tools to Improve Your B2B PPC Campaign Performance
Pay-per-click (PPC) advertising is a crucial component of any B2B marketing strategy. However, many businesses focus only on the basics—Google Ads, keyword research, and bid adjustments—while overlooking powerful tools that can significantly enhance their campaign performance.
If you’re looking to optimize your B2B PPC campaigns, here are five often-overlooked tools that can help you improve targeting, efficiency, and ROI.
## 1. **Google Ads Scripts**
Google Ads Scripts allow you to automate repetitive tasks, monitor performance, and make real-time adjustments to your campaigns. Many B2B marketers underutilize this feature, but it can be a game-changer for campaign optimization.
### How It Helps:
– **Automates bid adjustments** based on performance trends.
– **Detects anomalies** in ad spend or click-through rates.
– **Pauses underperforming keywords** automatically.
For example, you can set up a script to pause ads that exceed a certain cost-per-conversion threshold, ensuring your budget is spent efficiently.
## 2. **LinkedIn Website Demographics**
While Google Ads and LinkedIn Ads provide audience insights, LinkedIn Website Demographics offers a unique way to analyze your website visitors based on professional attributes.
### How It Helps:
– **Identifies job titles, industries, and company sizes** of your website visitors.
– **Refines your PPC targeting** by aligning ads with high-value audience segments.
– **Improves remarketing campaigns** by tailoring messaging to specific industries or roles.
By integrating LinkedIn Website Demographics with your PPC strategy, you can ensure that your ads are reaching the right decision-makers in your target industries.
## 3. **Microsoft Advertising Intelligence**
Many B2B marketers focus solely on Google Ads, but Microsoft Advertising (formerly Bing Ads) offers a valuable keyword research tool that provides unique insights.
### How It Helps:
– **Uncovers hidden keyword opportunities** that may not appear in Google’s Keyword Planner.
– **Provides competitive insights** on search trends in the B2B space.
– **Optimizes campaigns for Bing and Yahoo users**, who often have higher conversion rates in B2B industries.
Since Microsoft Ads tend to have lower competition and cost-per-click (CPC), using this tool can help you find cost-effective keyword opportunities.
## 4. **Call Tracking Software (e.g., CallRail, Invoca)**
Many B2B conversions happen over the phone, yet marketers often overlook call tracking as part of their PPC strategy. Call tracking software helps bridge the gap between online ads and offline conversions.
### How It Helps:
– **Tracks which PPC campaigns drive phone calls.**
– **Records and analyzes call quality** to measure lead intent.
– **Optimizes ad spend** by identifying high-converting keywords and ads.
By integrating call tracking with your PPC campaigns, you can ensure that you’re attributing conversions correctly and optimizing for the most effective channels.
## 5. **Google Tag Manager (GTM) for Enhanced Conversion Tracking**
Google Tag Manager (GTM) is often seen as just a tool for managing tracking codes, but it can significantly enhance your PPC campaign performance when used strategically.
### How It Helps:
– **Tracks micro-conversions** (e.g., form fills, button clicks, video views) to measure engagement.
– **Improves remarketing efforts** by segmenting users based on their behavior.
– **Simplifies tracking implementation** without needing constant developer support.
For B2B marketers, where the sales cycle is longer and involves multiple touchpoints, GTM helps track user interactions beyond just lead form submissions, giving you a clearer picture of campaign effectiveness.
## Final Thoughts
B2B PPC campaigns require a strategic approach, and leveraging the right tools can make a significant difference in performance. By incorporating **Google Ads Scripts, LinkedIn Website Demographics, Microsoft Advertising Intelligence, Call Tracking Software, and Google Tag Manager**, you can gain deeper insights, automate optimizations, and improve your return on investment.
If you’re not already using these tools, now is the time to integrate them into your PPC strategy and take your B2B campaigns to the next level.
### Have you used any of these tools in your PPC campaigns? Let us know your experience in the comments! 🚀
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