“B2B Frustration” PPC Campaign

Quartz Network was launching QN Solutions, a product to simplify large-scale software purchasing. Initial PPC ads framed the product as “The B2B personal shopper.” However, these ads were stopped after a 10-day trial due to low performance.

PPC ads are most effective when they stand out on a crowded webpage. Since research shows that 80% of tech buyers “strongly dislike or hate” the lengthy buying process for enterprise-scale software, I decided to focus on the emotional impact of the problem. In short, these new ads featured people taking out their frustration with B2B buying on their devices. The resulting ads were visually striking and enticed users to find out more, increasing CTR by 138% compared to the previous campaign.