The Untapped Potential of PPC for Life Science Companies
A recent survey of life science firms found that only 20% of companies considered advertising a priority marketing item, compared to 60% for trade shows (fiercepharma.com).
But, of those that did invest in ads, companies found that search engine marketing (SEM) through Google Ads produced the best results for their marketing efforts, and 61% rated search ads as their top-performing paid channel (contentmarketinginstitute.com).
Why is it that Google Ads outperforms other channels? Any why don’t scientific companies take more advantage of this channel?
Google Ads works for a simple reason: it captures active demand. When a lab manager searches for “analytical chromatography service provider” or a biotech startup looks up “lab freezer monitoring system,” those searches reveal an immediate need. Being present at that moment with a targeted ad means your company is in the consideration set at the perfect time.
B2B Marketing: Paid Channels that Produce the Best Results
Moreover, Google Ads offer measurability and control that traditional channels can’t match. You can track exactly which ad clicks lead to contact form submissions, demo requests, or whitepaper downloads, and at what cost per lead. This is critical for scientific marketers who need to justify spend with data. It’s no surprise that in data-driven industries, marketers appreciate this accountability – PPC’s transparency aligns well with the scientific mindset of testing and measuring outcomes. Even if a click doesn’t convert immediately, being repeatedly seen at the top of search results builds credibility and recognition in your niche.
Lead quality from Google Ads also tends to be high. Users who arrive via search often have a problem to solve now, which can mean shorter sales cycles. According to B2B industry benchmarks, Google Search Ads account for about 37% of companies’ website traffic on average (dreamdata.io), and this traffic segment can be very engaged. In fact, many companies that do paid advertising allocate a large share of their ad budget to Google with around 39% of their total B2B advertising budget going into search ads. For those investing in PPC, the returns are often significant enough to make it a core part of their marketing strategy.
In addition, Google Ads is a channel that can create results fast. Whereas preparing for an event or creating new website content can take a significant amount of time and resources before you see any results, Google Ads can be set up quickly. When we work with clients who need a quick boost of traffic and enquiries, but their capacity to write or review content is low, then this is a strategy that can work very effectively.
Optimizing for the right long-tail keywords and using techniques like negative keywords can also ensure you’re capturing the qualified traffic without paying for irrelevant clicks. Over time, campaigns can be refined to improve conversion rates and reduce cost per acquisition. This ability to continuously optimize and scale is a strong advantage of Google Ads compared to fixed-cost activities like events.
Embracing Digital Ads for Biotech and Life Science companies
The data and trends make a compelling case that many biotech and life science companies are missing out on a top driver of leads by underutilising Google Ads. While traditional channels like conferences, referrals, and content remain important in this industry, the marketing mix should evolve with buyer behaviour.
On the flip side, those organisations that have invested in PPC are reaping the benefits. They’re capturing leads their competitors might overlook, often at a lower cost and faster pace than more saturated channels. And unlike a one-time event, a well-run PPC campaign produces continuous, scalable lead flow, with clear attribution for each lead’s source and cost.
The question to ask is: Are you letting a top-converting channel pass you by? Given the evidence, embracing Google Ads (before your competitors do) could be the key to unlocking a new level of growth in your lead generation mix.
Don’t miss out on this opportunity to turn online searchers into your next quality leads and customers – see our full managed scientific PPC services here and get in touch for a consultation call today.