Frequently asked questions on G2 Ads
How do G2 Ads (G2 Clicks) actually work?
G2 Ads operate on a Pay-Per-Click (PPC) model that is an add on to your Starter, Professional, or Enterprise package. The ads allow your brand to appear in high-traffic, high-intent areas across the G2 marketplace, such as:
- Category Pages: Promoting your product at the top of your specific software category.
- Competitor Profiles: Placing your ad directly on a competitor's profile page to catch buyers who are evaluating alternatives.
- Comparison Pages: Showing up when buyers are comparing two or more products in your space.
Unlike traditional search ads, these target users who are already deep in the "consideration" phase of the buying journey.
What is the difference between G2 Ads and G2 Buyer Intent?
While they are often used together, they serve different purposes:
- G2 Ads are a proactive tool used to drive traffic. You pay to put your brand in front of people who might not have found you otherwise.
- G2 Buyer Intent is a data tool. it provides a "behind-the-scenes" look at which companies are researching you, your category, or your competitors.
Pro Tip: Many teams use Buyer Intent data to identify which competitors' pages are getting the most traffic, then run G2 Ads on those specific pages to "intercept" the lead.
Can I control my budget and where my ads appear?
Yes. G2 provides a self-service portal (my.G2) where you can:
- Set Monthly Budgets: You can define a maximum spend to ensure you stay within your marketing budget.
- Target Specific Competitors: You have the flexibility to choose which competitor pages you want to appear on—usually focusing on those you frequently win against in sales cycles.
- Track Performance: G2 provides analytics to show how many clicks and leads were generated, helping you calculate your ROI (Return on Investment).