How To Target B2B vs B2C with Google Ads (Step-by-Step)

How to Target B2B vs B2C with Google Ads (Step-by-Step Guide for 2024) 

Here’s a question that comes up all the time: 
How do you target businesses (B2B) and not retail customers (B2C) with Google Ads? 

This guide breaks down why it’s tricky—and exactly how to do it right. 

The B2B vs. B2C Keyword Challenge 

Let’s say you offer a product like accounting software. 

Sure, you can use keywords like: 

• “accounting software for small business” 
• “enterprise accounting tools” 
• “wholesale dog food” 
• “translation services for legal firms” 

These kinds of keywords naturally lean toward B2B intent. 

But here’s the problem: most users don’t type qualifiers like “for business” into their search. They just search for: 

• “accounting software” 
• “dog food” 
• “translation services” 

Now you’re competing for clicks from both B2B and B2C users—and that can get expensive fast if you don’t qualify the right ones. 

Step 1: Use Keywords Strategically 

Yes, keywords like: 

• “wholesale” 
• “bulk” 
• “enterprise” 
• “for business” 

…can help signal intent. 

But many people skip those when searching. So you can’t rely on keywords alone. 

Step 2: Qualify Through the Ads 

This is where the real magic happens. 

Let’s take a real-world client example: 
A company offering translation services for large corporations, legal, or medical work. 

If someone searches “translation services,” it could be: 

• A big firm needing document localization 
• A person trying to translate a birth certificate 

Same keyword. Completely different needs. 

That’s why you need to qualify in your ad copy. 

Ad Copy Tips for B2B Targeting 

✅ Call out your audience directly 

• “Translation for Enterprises” 
• “Business Translation Services Only” 
• “Solutions for Law Firms & Corporations” 

✅ Mention pricing tiers or commercial features 

• “Starts at $999/month” 
• “Bulk translation packages” 
• “Includes business compliance tools” 

✅ Use business-focused language 

• “Enterprise-grade” 
• “Business-only” 
• “B2B platform” 

By doing this, you’re signaling to B2C users: this is not for you—while attracting high-value business clients. 

Final Thoughts 

Targeting B2B with Google Ads isn’t just about keywords. It’s about intent—and intent is best filtered through your ad copy. 

Use keywords as your first layer. Then qualify aggressively in your headlines and descriptions to weed out B2C traffic and focus your spend on real business opportunities.