The world of B2B paid media has shifted dramatically in 2025. Buyer expectations, platform algorithms, and ad formats are all evolving at a rapid pace. What once delivered strong returns a few years ago now risks draining your budget with very little to show for it. On the flip side, businesses that have embraced precision targeting, personalisation, and integrated measurement are seeing paid media generate not just clicks, but meaningful revenue opportunities.
The question facing every business leader is: which strategies deserve investment and which are best left behind?
At AdVisible, we see this shift every day. From LinkedIn’s hyper-targeting to Google’s intent-driven search, the right mix of platforms, creative, and messaging can be the difference between hitting growth targets and struggling to justify spend. In this blog, we’ll share what’s working in B2B paid media right now, what isn’t, and the smarter moves business leaders can make to stay ahead in 2025.
The current state of B2B paid media
B2B buying has never been straightforward, but today’s process is more complex than ever. Decisions rarely sit with a single stakeholder; instead, committees of four to ten people are often involved, each with different priorities. Add to that lengthy research cycles, budget scrutiny, and risk aversion, and you’ve got a sales process that can easily stretch across six to twelve months.
Paid media’s role in this environment is clear. It keeps your brand visible at critical touchpoints, reinforces trust, and shortens the journey from awareness to decision, provided your campaigns are relevant and strategically aligned.
Investment reflects this growing importance. Budgets are flowing primarily into LinkedIn, programmatic display, and paid search. However, this rising competition comes at a cost, for example, CPCs on Google now average US$2.69. That means there’s very little room for sloppy targeting or vague messaging.
The businesses thriving in this environment are those that combine sharp segmentation with genuinely valuable creative. The ones falling behind? Those still running broad, one-size-fits-all campaigns.
What’s working in B2B Paid media in 2025
Let’s look at the strategies that are actually moving the needle in 2025.
1. Hyper-targeted campaigns
Spray-and-pray advertising is officially dead. In B2B, precision targeting is everything. Modern platforms allow marketers to go beyond broad demographics, drilling down into company size, industry vertical, role seniority, and even purchasing intent signals.
Take LinkedIn, for example. An IT consultancy can target CIOs at Australian finance firms with 500+ employees. Instead of wasting spend on irrelevant impressions, campaigns now zero in on the decision-makers who actually hold budget and influence.
This approach doesn’t just improve conversion rates, but gives CFOs and marketing leaders the confidence that every advertising dollar is being used strategically.
2. Multi-touch campaigns
The days of expecting a single ad to win a deal are long gone. Given that the average B2B sales cycle lasts months, multi-touch campaigns are essential.
Smart brands are creating journeys that move prospects from broad awareness to deeper engagement, delivering consistent messaging across platforms and devices. For instance, a prospect might first see a LinkedIn thought leadership post, later receive targeted Google ads, and finally be retargeted with a case study before speaking to sales.
This layered approach ensures your brand stays top of mind at every step.
3. Personalised messaging
B2B buyers in 2025 expect the same level of personalisation they receive as consumers. Generic “solutions for every business” copy no longer cuts it. Instead, campaigns must address industry-specific pain points and demonstrate clear value.
Dynamic creative optimisation now allows ads to adapt at scale. For example, a SaaS provider can run campaigns where healthcare professionals see messages about patient data security, while finance leaders are served creative focused on compliance.
Personalisation isn’t just “nice to have”, it’s a competitive differentiator in crowded markets.
4. Value-driven content promotion
The strongest-performing ads aren’t direct sales pitches. They’re vehicles for applicable, value-first content. Whitepapers, webinars, industry reports, and in-depth case studies provide prospects with tangible content in exchange for their attention.
Take the example of a logistics firm promoting a “State of Supply Chain 2025” report via LinkedIn Lead Gen Forms. The download signals genuine buying interest, enabling sales teams to prioritise follow-ups. Instead of chasing cold leads, they engage with warm prospects who are already invested in the topic.
5. Integration with CRM and sales platforms
Perhaps the most significant evolution in 2025 is the ability to directly tie paid media spend to pipeline and revenue. Integrating platforms like LinkedIn and Google Ads with HubSpot, Salesforce, or other CRMs means every click can be tracked through to closed business.
This transparency doesn’t just make marketing more accountable; it also helps align sales and marketing teams. Marketers can prove ROI, while sales can see which campaigns are generating leads worth pursuing.
What’s not working anymore
Of course, knowing what to avoid is just as important as knowing what works.
1. Broad awareness campaigns
Awareness has a role in B2B, but only when it’s targeted. Running broad, untailored campaigns in 2025 is a fast way to waste budget. Buyers are bombarded with content, so if your message isn’t relevant, it will most probably be forgotten.
2. Overreliance on one platform
Too many businesses have put all their eggs in one basket, typically LinkedIn. While powerful, it’s also one of the most expensive platforms. Overdependence leaves campaigns vulnerable to rising CPCs or sudden algorithm shifts.
A multi-channel approach that combines LinkedIn with Google, programmatic advertising, and even platforms like TikTok for brand storytelling creates resilience and a wider reach.
3. Hard-sell messaging
Pushing for demos or consultations at the very first touchpoint is a quick way to alienate modern buyers. Today’s decision-makers want to be educated, not sold to.
The most effective campaigns focus on building relationships, offering insights, and guiding prospects step by step toward a solution. Think “show, don’t sell.”
4. Ignoring mobile experiences
B2B decision-makers often browse content on their phones during commutes or between meetings. Campaigns that fail to optimise ads, landing pages, and forms for mobile risk losing valuable leads.
In simple words, if your form takes longer than 30 seconds to complete on a phone, prospects will abandon it.
Platform-by-platform: What’s working in 2025
Let’s break down the major platforms shaping B2B paid media this year.
Still the backbone of B2B advertising, with unrivalled targeting by job title, company, and skills.
What works:
- Sponsored content showcasing thought leadership
- Lead Gen Forms are integrated into the platform
- Account-based campaigns targeting specific companies
What doesn’t:
- Generic creative that looks like every other corporate ad
- Broad campaigns with no segmentation
- Pushing hard sales messages too early
Google Ads
Perfect for capturing high-intent buyers already searching for solutions.
What works:
- Tight keyword targeting (e.g., “enterprise cybersecurity solution”)
- Remarketing ads to re-engage site visitors
- Landing pages with clear, specific offers
What doesn’t:
- Broad match keywords draining budget
- Neglecting negative keywords
- Bland, copy-paste ad copy
Meta (Facebook & Instagram)
Not the first platform B2B marketers think of, but valuable for brand visibility and nurturing.
What works:
- Retargeting engaged prospects
- Short, engaging video ads showcasing company culture
- Promoting webinars or events
What doesn’t:
- Cold prospecting with no clear value
- Text-heavy creatives
- Overly formal, corporate-sounding copy
X (formerly Twitter)
Still strong for thought leadership and real-time conversations.
What works:
- Campaigns tied to industry events or conferences
- Sponsoring expert threads and commentary
- Promoting reports or short insights
What doesn’t:
- Generic ads with no perspective
- Ignoring audience engagement in replies
Programmatic Display
Effective for scale and brand reinforcement, especially when layered with intent signals.
What works:
- Contextual targeting on niche industry sites
- Retargeting based on user behaviour
- Creative promotion of valuable resources
What doesn’t:
- Measuring only impressions without considering quality engagement
TikTok
The unexpected disruptor. Creative storytelling and short-form video are proving surprisingly effective for younger B2B decision-makers.
What works:
- Short educational videos breaking down complex topics
- Repurposed webinar clips or client success stories
- Playful, creative storytelling that feels authentic
What doesn’t:
- Traditional, jargon-heavy B2B ads
- Long-form technical videos
Strategies that drive leads in 2025
Beyond platforms, certain tactics are consistently delivering results.
1. Account-based marketing (ABM)
ABM isn’t new, but in 2025, it’s more impactful than ever. Paid media scales ABM by ensuring tailored messages reach decision-makers across multiple touchpoints. According to recent surveys, 87% of B2B marketers claim that ABM outperforms other approaches in terms of ROI.
2. Retargeting with value offers
Retargeting isn’t just about showing the same ad repeatedly. The best campaigns offer helpful resources like ROI calculators, industry guides, or invitations to exclusive webinars. This reframes your brand as helpful, not pushy.
3. Video-first advertising
Video is no longer optional. Wyzowl reports that 91% of businesses now use video, with 89% seeing positive ROI. In B2B, short videos simplify complex services and humanise brands in ways static ads can’t.
4. Data-driven optimisation
AI-powered analytics are enabling marketers to adjust budgets and creative in real time. Campaigns are constantly refined, ensuring ad spend flows to the highest-performing segments
5. First-party data activation
As third-party cookies disappear, first-party CRM data is becoming gold. Uploading client lists into ad platforms enables sharper targeting and higher lead quality, ensuring compliance while keeping campaigns effective.
Wrapping up
B2B paid media in 2025 is a world apart from even a few years ago. Broad, untargeted campaigns no longer cut it. The winning formula is precision, personalisation, and integration.
Business leaders should ask:
- Are our campaigns speaking directly to the right decision-makers?
- Are we offering genuine value, not just a sales pitch?
- Can we trace ad spend all the way to pipeline and revenue?
The brands that can answer “yes” to these questions are the ones turning clicks into contracts.
Ready to future-proof your business online?
Market shifts, whether in property, retail, or any other sector, show just how important it is to have a strong digital strategy. At Advisible, we help ambitious businesses build visibility, attract the right customers, and grow sustainably through data-driven digital marketing.
Book a strategy session with us today and discover how we can position your brand for long-term success by turning paid media from a cost centre into a growth engine.
