Content marketing has been the big digital marketing buzz for 2017 and 2018, but Google AdWords Pay-Per-Click (PPC) campaigns should still be the "Go To" for any B2B Digital Marketing strategist, as well as, B2C Marketer, if they have restricted digital advertising budgets. Almost 80% of online users in the United States searching for new items and researching products use Google as their primary online Search tool, as well as, more than 82% of users in the United Kingdom, Brazil, Canada, Germany, and Australia use Google Search. According to Statista, "Google Search has the majority of the desktop online Search market worldwide."
Regardless of budget, Google AdWords should be the first step in developing a B2C digital marketing strategy, since a digital advertising budget can start for, as little $10 per day, if you're a small shop servicing the local community or as much as $200 - $30,000 per day, if you're company or eCommerce store that wants to market nationally.
Creating a B2B digital marketing strategy that includes Google PPC campaigns, the competition is usually very high, especially for tech and software companies, as well as, the amount of online traffic is smaller than for targeted business to consumer markets, but can easily be met with a targeted Cost-Per-Lead (CPL) and Cost-Per-Acquisition (CPA). As long as the costs are measured against baseline metrics, then Google can deliver in driving quality leads to meet your company's Return-On-Investment (ROI).
Google PPC campaigns are not the ultimate solution to driving new leads and customers to a site, but it is a great digital marketing channel to start with and can help in tagging keywords to your company's site that it is not garnering in for organic search.