CMI reports that 84% of B2B marketers use paid channels. Among those users, 64% use search engine marketing or PPC and 61% say it produces the best results for content marketing. This is a directional benchmark, not a reason to buy traffic without a measurement plan.
Paid-channel benchmark
| Signal | Result | Measurement implication |
|---|---|---|
| B2B marketers using any paid channel | 84% | Document the promotion objective |
| Using SEM or PPC | 64% | Separate branded and nonbranded intent |
| Rating SEM or PPC best for results | 61% | Compare qualified outcomes |
| Rating social promoted posts next | 49% | Test audience and creative separately |
Source: CMI 2025 B2B benchmarks, accessed August 10, 2026.
Create a promotion measurement loop
Define the audience, query or segment, landing page promise, budget boundary, and conversion event before launch. Use separate tracking for paid, organic, and assisted paths. Review search terms, engaged visits, qualified actions, and post-click conversion quality.
Pause a campaign when the evidence shows mismatch, not merely when click volume is low. A high click rate with weak qualified actions may indicate a promise or audience problem.
Methodology and limits
CMI reports survey responses from B2B marketers. The channel results are perceived effectiveness, not a controlled comparison of cost or conversion rate.
Frequently asked questions
Is PPC always the best paid channel?
No. It was the most frequently named in this survey, but local intent and economics decide.
What is the first paid metric to inspect?
Start with qualified actions and cost per qualified action, not clicks alone.
Should paid traffic go to every article?
No. Promote pages with a clear audience, decision role, and measurable next step.
Related Research
A paid ads operations VA can maintain tracking and the recurring exception review.
Sources
- Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025, published October 9, 2024: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research-2025