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For years, Google Ads has been the cornerstone of digital advertising strategies. But in 2025, many B2B companies are asking: Is Google advertising still worth it? While the platform still offers enormous reach, significant limitations are emerging that reduce the effectiveness of Google Ads in B2B contexts.
1. High Click Costs and Declining ROI
Cost-per-click (CPC) rates have risen sharply in recent years. Especially in the B2B sector, where keywords are highly specific and competitive, high ad costs have led to a significant decline in return on investment. Many companies no longer achieve the economic efficiency that Google Ads once offered.
2. More Complex B2B Buying Decisions
B2B purchases often involve long decision cycles with multiple stakeholders. A single ad click rarely leads directly to a conversion. Google Ads can generate visibility, but it is only a small part of a longer decision-making process.
3. Competition and Ad Fatigue
With rising competition and an overload of ads, B2B Google Ads increasingly encounter “banner blindness.” Potential customers become oversaturated with advertising and click less frequently. Lead quality declines while costs increase.
4. Privacy and Limited Tracking
Stricter privacy regulations, such as GDPR or Apple’s iOS updates, have limited conversion tracking and retargeting capabilities. Advertisers now have less precise data, making campaign optimization more difficult and reducing effectiveness.
5. Alternative Channels Gain Importance
B2B decision-makers are increasingly reached via LinkedIn, targeted content campaigns, webinars, or account-based marketing. These channels offer more precise targeting options and often higher-quality leads than traditional Google Ads.
Conclusion:
Google Ads are not dead in B2B 2025—but they no longer work automatically. High costs, complex buying decisions, ad fatigue, and privacy restrictions make advertising more challenging. Successful companies use Google Ads strategically as part of a broader marketing mix that includes content marketing, social selling, ABM, and data-driven strategies. When used wisely, Google Ads can still generate visibility without wasting budget.
For small businesses, startups, or freelancers on a tight budget, one question often comes up: Is it possible to publish a press release for free – and does it actually have any impact? The good news is: yes, there are indeed free ways to distribute a press release. The not-so-good news: without a clear strategy and quality content, your press release can easily get lost in the crowd. In this article, we’ll explain what’s possible, what to watch out for, and which free platforms are worth considering.
Press releases are a classic public relations tool. They are used to inform media outlets, journalists, or even the general public about company news – such as product launches, services, partnerships, leadership changes, or events. When written well, a press release can generate significant reach, especially if picked up by news outlets.
The biggest advantage is obvious: no direct costs. For startups, small companies, or non-profits, this makes press releases an attractive way to gain visibility without straining the marketing budget.
Some free press portals also offer basic reach through their own websites, RSS feeds, or social media sharing. From a search engine optimization (SEO) perspective, having the release online – with relevant keywords and backlinks – can also help improve visibility.
Free press release platforms do have their downsides. Their reach is often limited, and the quality of the platforms can vary greatly. Many free sites publish every submission without editorial review, which means your press release may be buried under a flood of other content.
In addition, free platforms rarely offer targeted distribution to specific journalists or media lists. Features like image uploads, dofollow links, or category targeting are usually only available in premium (paid) versions.
Here are some reputable free platforms where you can publish your press release at no cost:
Tip: When choosing a platform, consider its professional appearance, Google visibility, and whether it allows backlinks.
Even when publishing for free, content quality is critical. A press release is not an ad – it should follow journalistic principles:
Even with zero investment, you can increase the impact of your press release. Here are some proven strategies:
Publishing press releases for free is absolutely possible – and can help you gain initial exposure. However, content quality and smart distribution are key. By combining several free platforms, crafting professional content, and using your own channels effectively, you can build real visibility even without a budget.
In the long term, a combination of free and selected paid distribution methods may be ideal, especially if you're aiming for coverage in industry-specific or high-authority media. But for initial outreach or lower-priority announcements, free platforms are a real opportunity.
A media monitoring report – also known as a press clipping report or media coverage summary – is a key tool in public relations. It documents how a company, brand, or topic is represented in the media. Whether used for internal reviews, client reporting, or evaluating the success of PR campaigns, a well-prepared media report provides clarity, transparency, and a solid basis for communication strategy. But how exactly do you create one? In this article, we guide you through the process step by step.
A media monitoring report is a collection of media mentions across various channels such as print, online, TV/radio, or social media, where a particular topic, company, or spokesperson is featured. It provides a snapshot of when, where, how, and in what tone a brand or topic has been covered by the media.
A comprehensive media report can include a variety of media types:
Depending on your goals, you may focus more heavily on certain types of media – for example, online-only, or including social listening results.
What do you want the report to achieve? Is it to track a specific campaign, provide a monthly overview, or monitor certain issues like sustainability or crisis topics? The purpose will shape the structure.
Choose a reporting period – it could be daily, weekly, monthly, or linked to a specific event or launch.
Media tracking can be done manually (via Google Alerts, searching news websites, etc.) or with professional tools like Meltwater, Cision, Brandwatch, Talkwalker, or pressrelations. Make sure to set the correct keywords, brand names, spokespersons, and topics.
Gather all relevant mentions in a document – including publication name, date, author (if known), link or scan, and ideally a screenshot or PDF. For each item, analyze:
You can structure the media report by media type (print, online, broadcast), date, or topic cluster. Include a clear table of contents and – optionally – a short executive summary with highlights.
Media reports can be presented as a PDF, PowerPoint deck, Word file, or in an online dashboard. Key elements for a professional look:
Be careful with copyright when including full articles. In many countries (including Germany), redistributing full-text media content without a license may violate intellectual property rights. Instead, you can:
A media monitoring report is more than just a list of articles – it’s a strategic tool. Whether you're measuring campaign success, monitoring brand reputation, or preparing for a board meeting, a well-structured media report offers valuable insight into public perception. It empowers communication teams to respond proactively, demonstrate ROI, and plan better for future campaigns.
For many startups, small businesses, and independent service providers, hiring a PR agency can be costly and sometimes unnecessary. The good news: you don’t need a PR firm to secure meaningful media coverage. With the right approach, companies can successfully pitch stories, build journalist relationships, and gain visibility on their own.
Journalists are not interested in advertising messages—they are interested in stories with news value. Ask yourself: what makes your business relevant right now? Examples include a new product launch, innovative services, unique data insights, or your company’s impact on a current trend or issue. A clear, compelling story is the foundation of successful media outreach.
Instead of sending mass emails, research and identify journalists who cover your industry. Read their articles, follow them on social media, and note their interests. Creating a targeted media list ensures your pitch lands in the right inbox and has a higher chance of being picked up.
A press release should be concise, fact-based, and focused on the value for readers—not just your company. Alternatively, a personalized pitch email can be even more effective. Keep it short, explain why the story matters, and make it easy for journalists to get in touch with you.
You don’t need expensive PR software to get started. Free resources can help:
Media coverage is not a one-time activity. By providing useful insights, being responsive, and offering exclusive stories, you can build lasting relationships with journalists. This not only increases your chances of recurring coverage but also positions you as a trusted industry source.
Once you’ve been featured, make the most of it. Share the coverage on your website, in newsletters, and across social media. This amplifies visibility and strengthens your brand’s credibility with customers, investors, and partners.
Getting press coverage without a PR firm is entirely possible with the right strategy. By crafting compelling stories, targeting the right journalists, and nurturing media relationships, businesses can achieve strong visibility at little or no cost. Consistency and authenticity are the keys to long-term PR success.
Professional media monitoring is often associated with high costs, since specialized tools analyze large datasets and deliver in-depth reports. However, for small businesses, start-ups, or freelancers, there are free alternatives to get a first overview of their media presence. A clever combination: Google Alerts and ChatGPT.
Google Alerts is a free service by Google that allows you to automatically monitor specific search terms. Whenever new content appears online that matches the chosen keyword, Google sends an email notification. Typical use cases include:
1. Visit Google Alerts
2. Enter the desired keyword or search term
3. Choose your settings (frequency, sources, language, region)
4. Save the alert – done!
From now on, Google will send regular emails with links to relevant new mentions.
While Google Alerts collects mentions, ChatGPT helps with analysis and structuring of the results. Examples include:
Of course, the combination of Google Alerts and ChatGPT cannot fully replace professional media monitoring software. Drawbacks include:
Free media monitoring with Google Alerts and ChatGPT is a practical way to keep track of brand or company visibility. This solution is particularly useful for small businesses or freelancers looking to start monitoring without major investments. However, for strategic communications and detailed analytics, professional media monitoring tools remain indispensable in the long run.