[GTM glossary](/glossary.txt) Paid search

Marketing

# Paid search

Also known as: search ads

In short

Paid search is advertising on search engine results pages where advertisers bid on keywords and typically pay each time someone clicks their ad. It is often called pay-per-click (PPC) or search engine marketing.

Its main strength is intent. A person typing a query is actively looking for something, so ads can reach buyers while they are researching a problem or a vendor.

## How paid search works

You choose keywords, write ads, set bids and a budget, and point each ad group to a landing page. When someone searches, the engine runs an auction that weighs your bid and the ad quality and relevance.

---

## Keyword types for B2B

* **Problem keywords:** Describe the pain, such as "reduce churn in SaaS". Broader, earlier stage.
* **Category keywords:** Name the solution type. Mid-funnel and often competitive.
* **Brand keywords:** Your own name. Cheap, high intent, and worth protecting.
* **Competitor keywords:** Target comparison searches. Be accurate and follow platform policies.

---

## Setting up a campaign

### 1. Match intent to page

Each ad group should send people to a page that answers that exact search, not the home page.

### 2. Use negative keywords

Exclude terms like "free", "jobs", or "course" if they bring unqualified clicks.

### 3. Track beyond the click

Connect ad clicks to CRM records so you can see which keywords produce qualified pipeline, not just form fills.

---

## Example

Say a team spends its test budget on twenty broad keywords and gets many clicks but few meetings. After checking CRM outcomes they cut to five category and brand terms, add negatives, and write ad copy that states who the product is for. Spend falls and the share of qualified leads rises.

---

## Common mistakes

* **Optimizing for cost per click:** Cheap clicks that never become pipeline are expensive.
* **Vague ad copy:** Not saying who it is for attracts the wrong audience.
* **Ignoring sales feedback:** Lead quality needs review from the people who follow up.

---

## Paid search FAQs

**What is paid search?**

Paid search is advertising on search engine results pages. Advertisers bid on keywords and usually pay when someone clicks their ad. It reaches people who are actively searching, which makes it a strong intent-based channel.

**What is the difference between paid search and SEO?**

Paid search buys placement through ads and stops when you stop paying. SEO earns organic rankings through content and site quality, takes longer to build, and has no per-click cost. Many teams use both together.

**Is paid search good for B2B?**

It can be, especially for buyers searching for a solution category or comparing vendors. Volumes are smaller in niche B2B markets, so success depends on tight keyword targeting and measuring qualified pipeline, not just clicks.

**What is the difference between paid search and paid social?**

Paid search shows ads when a person types a related query, so intent is high. Paid social shows ads in a feed based on profile and interest targeting, so it creates awareness and reaches people who are not yet searching.

Share term

---

## More related phrases

* [Retargeting](/glossary/retargeting.txt)
* [Digital advertising](/glossary/digital-advertising.txt)
* [Account-based advertising](/glossary/account-based-advertising.txt)

## Similar phrases

* [Search engine marketing (SEM)](/glossary/search-engine-marketing.txt)  
Search engine marketing (SEM) is the practice of earning visibility and traffic from search engines, most often through paid search ads, to reach people already looking for a solution.
* [Paid social](/glossary/paid-social.txt)  
Paid social is advertising on social platforms such as LinkedIn, letting B2B teams target ads by role, company, and interest to build awareness and pipeline.
* [Pay per click (PPC)](/glossary/pay-per-click.txt)  
Pay per click (PPC) is an advertising model where you pay a fee each time someone clicks your ad, used mainly in search and social campaigns to drive targeted traffic.
* [Search engine advertising (SEA)](/glossary/search-engine-advertising.txt)  
Search engine advertising (SEA) is paid advertising shown on search engine results pages when people search specific keywords, typically bought on a pay-per-click basis.
* [Demand generation](/glossary/demand-generation.txt)  
Demand generation is the set of marketing activities that create awareness and interest in a product among target buyers, before and alongside lead capture.