1 Jul 2025
Reading Time : 3 Minutes
As B2B software buying becomes increasingly trust-driven, vendors are shifting budget away from Google Ads and toward software discovery platforms like G2 and Capterra. This article explores why these platforms now outperform traditional PPC channels in cost-efficiency, lead quality, buyer intent, and long-term growth potential.
A big change is happening in the world of B2B software marketing. Google Ads used to be the only way for businesses to gain leads and visibility, but today many B2B suppliers are focusing their time and money on software discovery platforms like G2, Capterra, TechnologyCounter, and TrustRadius.
Such investment isn't just a tactical move; it's a strategic one. These platforms are no longer merely lists; they are now full-fledged ecosystems for building trust, getting leads, and growing your brand over time.
B2B buyers are pickier than ever these days. When looking at software possibilities, they don't just look at beautiful websites or ad headlines anymore. They instead look for peer affirmation. Recent studies in the market show that more than 80% of people who buy B2B software read reviews and comparison sites before making a decision.
Only a small number of people trust traditional ads. In this case, software discovery platforms are safe places where real users share their thorough experiences. This approach gives potential customers the confidence and information they need to make a decision.
This change is crucial for cost-effectiveness. In the B2B SaaS industry, running competitive Google Ads ads is getting more and more expensive. Even a little visibility can cost a lot of money if you use keywords like "CRM software" or "cloud analytics platform," which have CPCs of more than $50.
Platforms like Capterra, SaaSCounter and G2, on the other hand, target people who are already thinking about or deciding on a purchase. These users come with a purpose, and they usually have fewer choices. Vendors find that it costs a lot less to get these leads and that they are a lot better.
Another important factor is that sellers get better conversion rates on these sites. Leads from Google Ads sometimes need a lot of time and effort to nurture and qualify, whereas leads from discovery platforms are usually better informed, more interested, and closer to making a buy.
Many of these platforms can also collect firmographic and behavioral data, like company size, industry, and user needs. Such information lets sales teams customize their outreach and complete deals more quickly.
Software discovery platforms have also changed to include powerful marketing and analytics tools. They are no longer just static listings; they now support account-based marketing, intent data, and insights into the buyer's journey. For example, G2's Buyer Intent tool can find businesses that are actively looking into your product or even your competitors.
This information gives sales and marketing teams the power to act swiftly and strategically, allowing them to create targeted outreach efforts based on real-time behavior, which is something that static PPC advertising can't do.
Content on discovery platforms has an effect that lasts. Once a Google Ads campaign finishes, the traffic stops coming in. But a well-optimized product listing keeps getting more valuable over time. Your product can start showing up in category leaderboards and comparison reports as reviews pile up and rankings rise.
These items also do well in organic search results, getting clicks from people who are really interested in things like "best project management software for small businesses." Platforms provide both short-term sales opportunities and long-term brand equity.
One of the most valuable aspects of these platforms, which is often overlooked, is the extensive competitive information they provide. These platforms give you useful information that can help you plan your product's future, write your marketing messages, and figure out where to place your product. For example, they can show you how your product compares to others, what features are popular, or what customers keep asking about.
Google Ads are still useful for B2B marketing, especially for brand awareness and retargeting, but they are losing ground to channels that offer deeper trust, more qualified traffic, and greater ROI. Software discovery platforms are becoming essential tools for modern B2B marketers.
They don't just bring in leads; they also create trust, provide data, and help businesses thrive. B2B vendors who want to grow their business, cut acquisition costs, and connect with buyers must now figure out how to maximize their investment in software discovery platforms.
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