---
title: "Paid Promotions"
slug: "paid-promotions"
updated: 2026-03-30T13:36:42Z
published: 2026-03-30T13:36:42Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://documentation.g2.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Paid Promotions

The Paid Promotions tab enables you to configure and manage quarterly ad campaigns for your product across G2.

![Paid Promotions demo image](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-hero-image.png)

## Basics of Paid Promotions

### Where Paid Promotions appear on G2

Your promotion appears in different positions depending on the page type. On category pages, it appears in the third position. On alternatives pages, it appears in the first position.

You can run a Paid Promotion on:

- Any category page that includes your product.
- Any alternatives page for a competitor in a mutual G2 category.
- Main category pages for software products listed in Expertise (service profiles only).

### Duration and inventory

Paid Promotions run for three months by default. After checkout, you can enable automatic renewal to continue your promotion in future periods.

Inventory is limited to three products per page. Your promotion will be shown to ⅓ of the visitors.

After the period begins, you can still purchase Paid Promotions. G2 may offer prorated pricing depending on available inventory.

### Ad design

Paid Promotions use a standardized ad design. This design is optimized for consistency and performance across G2 pages.

![Standard ad design](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-ad-example.png)

## Purchasing Paid Promotions

To sign up for Paid Promotions, go to [my.G2](https://my.g2.com/~/advertisements/manage), then select **G2 Advertising** > **Manage**. In the *Paid Promotions* panel, select **Create Campaign**.

![Paid Promotions landing page](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotions-create-campaign.png)

### 1. Choose pages

The *Category Placements* panel lists each of your G2 category pages and the estimated engagement for your promotion.

![Table listing available categories with a checkbox next to each category for selection](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-category-placements.png)

The *Competitors’ Alternatives Placements* panel lists each of your competitors alongside estimated engagement for your promotion on their G2 Alternatives page.

![Table listing available competitor pages with a checkbox next to each competitor for selection](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-alternatives-placements.png)

Select the checkbox for each page you want to purchase. The right sidebar updates with your total spend.

### (Optional) 2. Choose your destination URL

Use the *Determine Paid Promotion URL* section to enter a *Custom URL* for clickthroughs on your promotion.

![Custom destination URL](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-destination-url.png)

By default, G2 uses the URL listed on your product profile. To track performance, add UTM parameters directly to the custom URL you enter.

### 2. Choose payment method and accept terms

Review your total spend in the *Cost Summary* panel, then select **Proceed to Checkout**.

![The right sidebar contains a list of all category and competitor placements and total spend](https://documentation-g2-com-images.s3.us-east-1.amazonaws.com/paid-promotions-proceed-to-checkout-review-plan-container.png)

From the *Checkout* page, enter a primary billing contact and choose your payment method.

![Form fields for billing contact name and email and radio select for invoice vs. credit card payment](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-confirm-purchase.png)

You can pay by credit or debit card, or select **Invoice me** to generate an invoice, which must be paid within 15 days. G2 sends the invoice to your specified primary billing contact.

After entering your payment information, acknowledge and **Accept** G2’s Paid Promotions terms, then select **Purchase** to complete your purchase.

## Managing Paid Promotions

After submitting your Paid Promotions order, you can purchase additional placements, and change your destination URL from the **Manage** tab.

![Each Paid Promotion is listed alongside the renewal price and renewal interval](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-hero-image.png)

You can also use the *Renewal* dropdown for each Paid Promotion to guarantee your ad placement for future periods.

![Each Paid Promotion is listed alongside the renewal price and renewal interval](https://documentation-g2-com-images.s3.us-east-1.amazonaws.com/paid-promotions-renewal-status.png)

G2 offers the following renewal options:

- *Let expire*: Your Paid Promotion ends after the current interval.
- *Renew once*: Your Paid Promotion renews for the next interval only.
- *Auto-renew*: Your Paid Promotion renews indefinitely.

You can change your renewal options at any time. Renews are processed within two business days prior to the start of the next period.

### Customizing destination URLs

After activation, you can customize destination URLs for each selected category and competitor.

![demo showing how to customize a URL for paid promotions.](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotions-destination-url.gif)

To customize a destination URL:

1. Go to [my.G2](https://my.g2.com/~/advertisements/manage), then select *G2 Advertising* > *Manage*.
2. On the *Paid Promotions* panel, select *Edit*.
3. On the *Paid Promotions Settings* page, scroll to the *Destination URL* section.
4. Expand a topic or competitor.
5. Enter a destination URL, and then select *Save*.

Add UTM parameters directly to the URL for tracking.

For subscription customers, you can configure organic listing destination URLs in [Product profile](https://my.g2.com/~/product_information) > **Product Information** > *CTA settings*.

## Analytics

Once your paid promotion is live, go to **G2 Advertising** > **Analytics** to view performance metrics. From there, select **Paid Promotions Analytics**.

![Organic vs. sponsored placement comparative performance for clicks and impressions](https://cdn.document360.io/1759d01c-b118-4f31-81f7-e4011071a6d4/Images/Documentation/paid-promotion-analytics.png)