You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract B-to-B Marketers: How to Get Better Clicks with Search Ads Crafting Offers and Messages to Attract Qualified Prospects By Ruth P. Stevens, Published on September 02, 2014 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.