Should B2B Sports Tech Businesses Run Paid Ads?

Should you run paid ads for your growing B2B sports technology company?

Well... yes.

But when should you start running paid ads?

Once you've got a solid organic strategy for search and social.

And should we run ads for search or social? Or both?

IMO, search is a non-negotiable for the vast majority of B2B sports tech businesses. The competition is relatively low, and it's a great way to "steal" eyeballs from market leaders.

Social is a different beast and depends on your sales cycle and platform. However, if you have a good rhythm with your organic social media, I recommend at least testing paid social ads.

The most important thing is to keep the desired user journey in mind. Don’t just run ads for the sake of it. Develop a user journey and create your ad strategy around that.

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