As the world of B2B PPC evolves in 2025, relying solely on platform-native tools is no longer enough to keep pace with the competition. With the phasing out of third-party cookies, the continuing challenge of cross-channel attribution, and the rapid shifts in competitor strategies, advertisers need to embrace third-party tools to gain an edge.
The right external tools can provide smarter tracking, deeper insights, and clearer understanding of multichannel chaos. If you’re looking to level up your PPC game, here are five underrated tools that should be at the top of your list:
1. Segment – The Customer Data Platform You Can’t Afford to Ignore
In the current landscape, customer data platforms (CDPs) are more important than ever. With the decline of third-party cookies and an increasingly fragmented tracking environment, Segment stands out as a top choice for consolidating and centralising data sources. As a leading CDP, it’s designed to break down data silos and provide a comprehensive view of your customers.
By integrating Segment with Google Tag Manager (GTM), businesses can reduce reliance on unstable tracking mechanisms. Segment’s powerful features allow for greater control and ownership of your analytics, providing a seamless flow of data across platforms. Plus, with over 400 integrations, it’s a robust solution that scales well as your needs grow.
That said, Segment is not a budget-friendly option, and CDPs in general are significant investments. For businesses to see value, they need a solid data infrastructure, multiple destinations to consolidate event data, and a clear plan for overcoming data-related challenges. Before committing, ensure the tool aligns with your specific needs and challenges.
2. Stape – The Key to Future-Proof Tracking
As we move into 2025, server-side tracking is becoming crucial for a successful performance marketing strategy. Stape is an excellent choice for businesses looking for an all-in-one server-side tracking solution. It offers the flexibility of choosing between client-side and server-side tracking, giving you control over your data.
Unlike client-side tracking, which is vulnerable to ad blockers and privacy settings, server-side tracking ensures that your data is collected without reliance on cookies. As Google begins to roll out opt-out features in Chrome, this method will only become more critical for businesses aiming to maintain accurate tracking and insights.
At a lower price point than some competitors, including taggers.io, Stape is a cost-effective option for companies looking to stay ahead of the curve in data tracking.
3. Competitive Research Tools – Unlocking Your Competitors’ Secrets
Competitive intelligence is essential for fine-tuning your PPC strategy, and while there are many tools available, the real value comes from using a combination of resources to gain a full picture of your competitors’ advertising efforts.
Semrush remains a top choice for PPC and SEO insights, providing valuable data such as competitor budgets, target keywords, landing pages, search volume, and cost-per-click (CPC) information. But the competitive research landscape has expanded with a range of other tools that are equally useful:
- LinkedIn and Meta Ad Libraries: These platforms offer transparency into competitors’ creative strategies, providing a window into their ad creatives and targeting methods.
- Google Ad Transparency Centre: This tool, launched in 2023, allows you to view detailed information about your competitors’ ads across Search, YouTube, and Display. It provides insights by geo, format, and the timing of the ads, making it invaluable for competitive analysis.
Together, these tools enable you to map out your competitive landscape and inform your PPC strategies with data-driven insights.
4. Multichannel Attribution Tools – Tying It All Together
Attribution has long been a pain point for digital marketers, especially when managing PPC across multiple platforms. As the journey towards purchase becomes increasingly non-linear, multichannel attribution tools have become essential to understand how different touchpoints contribute to conversions.
A strong multichannel attribution model helps you track the entire customer journey, from the first click to the final purchase. These tools allow you to identify which channels are most effective and allocate your budget more efficiently, driving better ROI on your campaigns.
Investing in a solid attribution tool not only helps with budget optimisation but also improves your understanding of customer behaviour, making it easier to refine your PPC strategy for better results across all channels.
5. Google Ads Editor – The Ultimate Efficiency Booster
Google Ads Editor has long been a go-to for advertisers looking to optimise their campaigns more efficiently. But with new functionality being added regularly, it’s more powerful than ever. The recent updates to Google Ads Editor make it even easier to manage large accounts and execute bulk changes without the need for constant manual input.
With Google Ads Editor, you can create, edit, and review your campaigns offline, then upload them when you’re ready. This saves you time and reduces the risk of errors during campaign setup and management. Its capabilities are especially useful for agencies and large businesses managing multiple accounts, providing a streamlined workflow to handle PPC campaigns at scale.
Final Thoughts: The Tools That Will Define Your Success in 2025
As B2B PPC continues to evolve in 2025, relying solely on platform-native tools won’t be enough to outsmart competitors and stay ahead in a crowded market. Embracing third-party tools like Segment, Stape, competitive research platforms, multichannel attribution tools, and Google Ads Editor will be key to refining your strategy and driving better results.
Incorporating these tools into your strategy will help you track smarter, optimise across channels, and understand the complete buyer journey. With more robust tracking, greater data control, and deeper competitive insights, your PPC campaigns will be ready to tackle the challenges of an increasingly complex digital landscape.
For further insights, explore Forrester’s research on the ROI of brand equity in B2B and Harvard Business Review’s articles on non-linear customer journeys to learn how these shifts are impacting B2B marketing and how you can leverage them for success.
Source: https://martech.org/5-underrated-tools-to-boost-your-b2b-ppc-performance/
