Why B2B Online Advertising is a Long-Term Play: The Power of the 95-5 Rule

May 8, 2025

Why B2B Online Advertising is a Long-Term Play: The Power of the 95-5 Rule

Most B2B marketers focus on immediate lead generation and conversions. Logical, right?

Yet research shows that only 5% of potential buyers are actively looking for your product or service at any given moment. This means that 95% of your target audience will not convert at the moment of seeing your ad. Simply, because this group is not in the market for your product at that moment.

So how do you make sure your brand is top-of-mind when they are in the market?

This is where the power of consistent B2B online advertising comes in.

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The 95-5 Rule: What does it mean for your B2B Advertising?

The 95-5 rule states that only a small percentage of your target audience is currently ready to convert. This has three important implications for your online advertising strategy:

Brand building is crucial: Advertising does not work directly by getting people to convert, but by increasing your mental availability with people who might convert in the future. When a potential customer is ready to buy, they are more likely to consider a brand they are already familiar with.
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Short-term targeting is insufficient: Focusing only on targeting people who are immediately in the market is not enough to achieve long-term growth.
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Consistency wins in the long run: By being continuously visible with strategic ads, you build recognition, making your brand the first choice when companies make a buying decision. Therefore, don't just invest in quick results, invest in your future cash flow.

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How do you apply this in SEA and LinkedIn Ads?

SEA: Lead Generation and Brand Awareness

Google Ads is often used for direct conversions, but can also be used to build brand awareness:

Broadly targeted Display and YouTube ads help create visual recognition.
Remarketing campaigns ensure that visitors to your website do not forget your brand, even if they are not ready to buy now.
Combining competitive keywords with information-oriented keywords (such as "CRM trends 2024" instead of just "best CRM buy") builds early awareness.

LinkedIn Advertising: The Ideal Place for Long-Term Strategy

LinkedIn is ideally suited to position a B2B brand for the long term:

Promoting thought leadership content ensures that your brand is associated with expertise.
Always-on campaigns with consistent, valuable content help build a recognisable and trustworthy image.

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Conclusion: B2B Advertising is a Marathon, Not a Sprint

To gain market share and grow, B2B companies need to adapt their advertising strategy to the reality of the 95-5 rule.

SEA and LinkedIn Ads can be effective, but only if they are used for both brand building and lead generation. By having a consistent presence, you ensure that your brand is top-of-mind as soon as the customer is ready to make a purchase decision.

The result? Long-term growth and a stronger position in the market.

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Why B2B Online Advertising is a Long-Term Play: The Power of the 95-5 Rule