Google Adwords is an important part of B2B lead generation. It complements organic search by giving your business greater visibility for the search queries that your prospects are using. If you are successful in providing prospects with the answers they need in response to their searches, then you have a good chance of developing a business relationship with them.
Effective Google AdWords campaigns depend as much on the way you manage your content as on your choice of keywords. We would argue that there is a clear crossover between a B2B AdWords strategy and content marketing, as we will explain below.