Google Ads are effective across all businesses, as they allow you to capture customers’ attention in a contextually relevant manner - and pay only for ads that users click on. But B2B buyers are increasingly resistant to brands’ efforts to contact them. Many buyers only spend 15% of their cycle interacting directly with vendors!
This is because they spend more time doing independent research - mostly via Google. So advertising on the search engine is not only cost effective - they help you get buyers attention before your competitors have the chance.