In the ever-evolving landscape of B2B marketing, staying ahead of the competition requires more than just relying on platform-native tools. With the decline of third-party cookies and the complexity of cross-channel attribution, marketers need to embrace third-party solutions to enhance their pay-per-click (PPC) strategies. In 2025, leveraging advanced tools will not only help optimise campaigns but also offer greater insights into customer behaviour, streamline tracking processes, and deliver more effective results.
Laura Schiele’s recent article on “5 Underrated Tools to Boost Your B2B PPC Performance in 2025” sheds light on the critical role of external tools for maximising B2B PPC campaigns. Schiele argues that while many rely solely on in-platform tools, doing so leaves marketers vulnerable to missed opportunities, especially as cookies fade and cross-channel marketing continues to increase in complexity.
Here, we dive into some of the standout tools Schiele highlights, alongside additional insights from John Sammon’s guide on B2B PPC advertising. Together, these recommendations paint a picture of the essential tools every B2B marketer should adopt to thrive in 2025.
1. Segment: The Power of a Customer Data Platform (CDP)
In an age where data is fragmented across multiple platforms, Segment stands out as an essential Customer Data Platform (CDP). Segment helps marketers centralise and consolidate data from diverse sources, making it possible to understand customer behaviour better and reduce reliance on increasingly unstable third-party cookies. The platform offers over 400 integrations, providing powerful control over analytics while ensuring scalability for large businesses.
Schiele praises Segment for its ability to streamline data across marketing technology stacks and for its ease of implementation by technical teams. However, it’s important to note that implementing a CDP like Segment requires a robust data infrastructure. According to Schiele, “Its value relies on having a well-developed data infrastructure,” which is critical for consolidating event data from various destinations like mobile attribution tools and analytics platforms.
Incorporating Segment into your strategy in 2025 can provide a significant competitive edge in understanding and leveraging customer data across multiple channels.
2. Stape: Server-Side Tracking for a Cookie-Free Future
As B2B marketing moves towards a more privacy-conscious future, server-side tracking has become indispensable. Stape is an affordable, all-in-one server-side tracking solution that mitigates the risks associated with cookie-based tracking, which has been increasingly affected by ad blockers and privacy settings.
Schiele recommends Stape for its flexibility, offering both client-side and server-side tracking, giving marketers control over their data. Server-side tracking reduces dependency on cookies, making it a reliable choice as browser changes, like Google’s opt-out prompt for Chrome, threaten to disrupt client-side tracking.
The importance of robust tracking mechanisms cannot be overstated, and Stape ensures that businesses remain competitive in the evolving privacy landscape.
3. Competitive Research Tools: Outpace Your Rivals
To stay ahead in the PPC game, it’s crucial to understand the competitive landscape. Schiele identifies several competitive research tools that can provide valuable insights into competitor ad strategies, spending, and creative assets.
- Semrush remains a powerful tool for PPC insights, offering detailed reports on competitor budgets, keywords, and CPCs.
- LinkedIn and Meta Ad Libraries are great resources for viewing competitors’ creative strategies and ad copy.
- Google’s Ad Transparency Center, launched in 2023, provides in-depth insights into competitors’ ads on Search, YouTube, and Display, breaking down geo-targeting, ad formats, and timing.
By using these tools together, you can map out your competitive advertising landscape, identify gaps in your own campaigns, and outsmart competitors.
4. Northbeam: Multichannel Attribution Made Easy
As B2B marketing continues to become more complex, multichannel attribution is key to understanding the full impact of your PPC campaigns. Northbeam is a powerful tool that provides insights across the entire marketing mix, offering customizable attribution models that allow businesses to align marketing strategies with broader business goals.
Northbeam simplifies the often murky waters of cross-channel attribution by offering a clear view of how various touchpoints influence customer decisions. Whether your audience interacts with your ads on search engines, social media, or email, Northbeam helps ensure that your marketing spend is optimised based on real insights, not guesswork.
5. Google Ads Editor: The Veteran with New Capabilities
For many B2B marketers, Google Ads Editor remains a staple in their PPC arsenal. This tool allows for bulk edits, offline access, and campaign management efficiency. In 2025, new updates to Google Ads Editor have enhanced its functionality, improving usability and helping prevent errors during campaign adjustments.
Schiele points out that while Google Ads Editor might seem like an older tool, its recent updates make it a more powerful resource for large-scale campaign management. The ability to make bulk changes and quickly adjust campaigns offline can save time and effort, allowing marketers to focus on optimising their PPC strategies more effectively.
Key Strategies for Success in 2025 PPC Campaigns
Beyond simply integrating these tools, there are broader trends that every B2B marketer must consider to boost PPC performance in 2025. John Sammon’s guide on B2B PPC advertising highlights two essential practices for success:
- Prioritising Metrics by Stage: It’s crucial to tailor your metrics based on each phase of the buyer’s journey. At the awareness stage, focus on engagement metrics like clicks and impressions, while during the decision phase, prioritise conversion metrics such as lead generation and ROI.
- Optimising for Mobile: With over half of all search traffic coming from mobile devices, optimising landing pages for mobile is no longer optional. Ensuring your PPC campaigns are fully responsive and mobile-friendly will improve conversion rates and drive higher quality leads.
Conclusion: Leverage the Right Tools for Greater Success
The digital marketing landscape in 2025 is becoming increasingly complex, and B2B PPC strategies must evolve to stay competitive. As Schiele notes, “Adopting these tools strategically can lead to significant improvements in campaign outcomes.” By integrating advanced tools like Segment, Stape, and Northbeam into your PPC strategy, and aligning them with best practices like mobile optimisation and multichannel attribution, you’ll be well-positioned to drive better results and achieve your business goals.
To learn more about optimising your PPC strategy and exploring further tools, check out Schiele’s article on Search Engine Land. And for additional insights into B2B PPC advertising, check out John Sammon’s comprehensive guide on how to maximise campaign effectiveness in 2025. The future of B2B PPC is bright for those who are ready to adapt and innovate.
Source: https://martech.org/5-underrated-tools-to-boost-your-b2b-ppc-performance/
