AI-Powered SEM Playbook For B2B SaaS

In our playbook, we explain how SEM works, its pros and cons, and how to run successful campaigns with minimal investment. Furthermore, after reading the downloadable content, you’ll also have a better understanding of how AI improves this common marketing practice.

Search engine marketing, or SEM, is one of the quickest ways of reaching any target audience. The promotional tactic allows businesses to advertise in Google and other search engines, thus tapping into thousands of prospects. Artificial intelligence makes your campaigns even faster and more precise, ensuring higher ROI.


  • Marketers can easily promote any product or service to domestic and international audiences.
  • Users only pay for clicks, which means that almost every person is a qualified prospect.
  • SEM is a fantastic method for building brand awareness and sets the basis for a healthy brand.
  • By relying on AI, small companies can even compete with larger advertisers who still haven’t adopted the technology.
  • Search engine marketing is a highly scalable process that can be used for various platforms.
  • Users can tap into numerous metrics to assess performance and tweak their campaigns.


  • SEM doesn’t work well in a vacuum and usually requires SEO and CRO to boost conversions
  • Managing campaigns can be rather exhausting, even with all the automation
  • It isn’t uncommon for advertisers to overpay for keywords that bring no value to the brand
  • Depending on a product or service, advertising might be too expensive for smaller businesses
  • Users need to have deep technical knowledge as well as an understanding of common metrics


Besides explaining the basic terminology, the playbook also shares some tricks that will allow you to generate more revenues with this promotional method. We will also talk about the impact of AI SEM on your funnels and their conversions.

Best AI SEM Practices

The success of your AI SEM campaigns, for the most part, depends on your ability to implement the best practices. Ideally, marketers should use a granular, step-by-step approach to their advertising, where they will slowly develop the target audience and content. These are the main things you should do to boost your efficiency:

  • Improving landing pages on your site
  • Setting a reasonable marketing budget
  • Defining your target audience
  • Creating copies suitable for your ideal prospects
  • Predicting ad performance before running campaigns
  • Introducing various tweaks to enhance performance

While a slow approach helps you cover all the angles, it doesn’t guarantee success. Another major mistake is not relying on artificial intelligence tools in your campaigns. Business owners face numerous challenges when running SEM projects, including:

    • A global trend of diminishing returns
    • A global trend of higher CPC due to the steadily increasing number of advertisers
    • Lack of personalized messaging
    • Issues with poor targeting
    • Avoiding smart bidding and other AI features

Artificial intelligence, in particular, can help you solve many headaches you would otherwise encounter when running these projects. Here are a few reasons why you should rely on AI-driven tools when advertising on Google and other search engines:

    • Machines can automate your campaigns and copy optimization, ensuring that you never reach a growth ceiling due to human constrictions
    • By relying on artificial intelligence, you can rest assured that the data is always relevant, timely, and error-free. That way, you can avoid common issues that would hinder your campaigns
    • AI is especially fantastic at detecting patterns and implementing insights into the copies. Unlike human marketers, these tools can avoid common biases that might interfere with your performance
    • Artificial intelligence can generate better copies by ensuring that your grammar is always on point

Omnichannel AI SEM

Playbook puts special emphasis on omnichannel paid advertising. Given that most entrepreneurs use a combination of organic and paid social and search engine marketing, it makes sense to mention how all of these strategies work in conjunction. Here is how paid search differs from paid social, and what to expect during different stages of the funnel.

Paid Search Funnel

Paid Social Funnel

Artificial intelligence provides enormous value when analyzing large sets of data. Not only can this technology find a target audience for your ads, but it can also assess their engagement. With AI tools, you can better target users and ensure maximum conversions.

Testimonials from clients

After actioning strategies and tactics in the content marketing playbook we got a major lift in our MQLs with our content marketing demand generation program.

Julie Fleming
Julie Fleming
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“ The playbook opened our eyes to the power of AI when it comes to SEM demand generation programs and how easily and quickly you can scale it when you have the right strategies and tactics in place.”
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“ We were surprised to see how pulling the right levers with AI can drastically affect our demand generation metrics in such a short amount of time. ”

About the Author

Sergey Solonenko

Sergey Solonenko is the founder of Algocentric Digital Consultancy, an active digital strategist and a fractional CMO for many B2B SaaS brands embracing digital transformation. At Algocentric Digital Sergey’s focus is on empowering every B2B SaaS brand who is looking to scale their demand generation program. Sergey’s digital marketing experience over the last 10 years has allowed him to become a digital evangelist focused on improving B2B SaaS demand generation programs and consulting on best practices around account based marketing, sales and marketing team alignment, setting up better lead qualification systems and improving user experience through personalization by aligning martech with key marketing KPIs that ladder up to faster MRR for B2B SaaS brands.

AI-Powered SEM Playbook For B2B SaaS

Discover how to run successful campaigns with minimal investment. Furthermore, after reading the downloadable content, you’ll also have a better understanding of how AI improves this common marketing practice.