Exploring Hidden Gems to Boost Your B2B PPC Game

In the world of B2B PPC, relying solely on the built-in tools of advertising platforms just won't cut it anymore, especially in 2025. With third-party cookies becoming obsolete and cross-channel attribution still posing challenges, it's time to explore some underrated tools that can significantly enhance your PPC strategy.

Let's dive into five tools you should consider integrating into your advertising toolkit.

Segment: Your Data Hub

First up is Segment, a powerhouse customer data platform (CDP) that helps marketers unify various data sources. In the current landscape, where measuring success is more complex than ever, Segment stands out by centralizing data within servers. This not only gives you control over your analytics but also reduces reliance on third-party cookies.

While there are other CDPs like Tealium and Salesforce Data Cloud, Segment is favored for its extensive range of integrations—over 400, in fact. It's user-friendly for technical teams, scales effortlessly, and comes equipped with features that ensure data validity. However, it's worth noting that CDPs require a sound data infrastructure and can be a hefty investment. Before diving in, pinpoint the specific challenges you're facing to ensure this tool will meet your needs.

Stape: Master of Server-Side Tracking

Next is Stape, which markets itself as a comprehensive server-side tracking solution. As performance marketing evolves, server-side tracking becomes indispensable, especially with Google's upcoming Chrome opt-out prompts. Stape offers a more budget-friendly option compared to its competitors and allows users to choose between client- or server-side tracking. While both options provide data control, server-side tracking is less vulnerable to ad blockers and user settings, making it a savvy choice for future-proofing your strategy.

Competitive Insights with Semrush

When it comes to assessing the competition, Semrush remains a favorite for both PPC and SEO campaigns. It's an old but reliable tool that provides in-depth insights into competitor budgets, target keywords, and landing pages. To bolster your competitive research further, tap into resources like LinkedIn and Meta ad libraries to get a glimpse of your competitors' creative strategies. Additionally, Google’s Ad Transparency Center, launched in 2023, offers detailed information on rival ads across Search, YouTube, and Display, categorized by location, format, and timing.

By combining these insights with Semrush’s data, you can effectively chart your competitive advertising landscape and make informed decisions.

Wrapping Up

These tools are not just add-ons; they are essential components of a modern PPC strategy. By integrating them into your workflow, you can gain a competitive edge, ensuring your campaigns are not only up-to-date but also future-ready. Keep in mind that successful implementation requires a clear understanding of your current challenges and a strategic approach to data management.

Incorporating these tools into your PPC arsenal could be the difference between staying ahead or falling behind in the ever-evolving digital advertising arena.