Intent Targeted Ads Outperform Paid Search in B2B

Do you know what you are spending to attract a target account to your website?  Most companies haven’t done the analysis. Would it surprise you to learn that in our Media Audits we found that the average paid search cost for a B2B company to attract a target account website visit is $68? How can this cost be so high when cost per click (CPC) rates may only be a few dollars each?  The answer is simple. Very few of the visitors you attract from paid search are actually from target accounts. So, the CPC rates appear low, but the cost to attract the visitors you care about is quite high since you are paying for every single click.