B2B PPC That Fills Your Sales Pipeline
Complex sales cycles need sophisticated PPC strategies. We target decision-makers, optimise for lead quality over volume, and track all the way to closed revenue.
Most B2B Campaigns Optimise for the Wrong Metric
Your Google Ads account is generating leads, but your sales team says they are junk. The problem is not your budget — it is that your campaigns optimise for form fills instead of pipeline value. When you cannot connect ad clicks to closed revenue, you are flying blind.
What Is B2B PPC?
B2B PPC is pay-per-click advertising designed for companies that sell to other businesses. Unlike B2C, B2B campaigns target decision-makers — procurement managers, CTOs, founders — across longer sales cycles. Success is measured by lead quality and pipeline value rather than volume. Campaigns span Google Ads, LinkedIn, and Microsoft Ads, with conversion tracking that follows a lead from first click through CRM to closed deal.
What We Do for B2B Advertisers
Six capabilities that turn paid search into a predictable pipeline engine.
Account-Based Targeting
Reach specific companies and decision-makers with tailored campaigns. Company size, industry, and job title targeting across Google and LinkedIn.
LinkedIn + Google Ads
Coordinated campaigns across both platforms. LinkedIn for awareness and targeting, Google for high-intent search capture.
Lead Quality Optimisation
Optimise for sales-qualified leads, not just form fills. Lead scoring, qualification criteria, and MQL-to-SQL tracking baked into every campaign.
Conversion Tracking for Long Sales Cycles
Multi-touch attribution across 3-12 month buying journeys. Track from first click to closed deal with offline conversion imports.
Competitor Conquest Campaigns
Capture prospects researching your competitors. Strategic bidding on competitor brand terms with differentiated messaging.
CRM Integration & Offline Conversions
Connect Google Ads to Salesforce, HubSpot, or Pipedrive. Feed closed-won data back to optimise for revenue, not just leads.
Results We Deliver
Average cost-per-lead reduction in first 90 days across B2B accounts
Marketing qualified leads that convert to sales-qualified opportunities
B2B search campaign conversion rate vs 2.41% industry average
When B2B PPC Makes Sense
B2B PPC Pricing
Transparent monthly plans. See full pricing details
- Up to £3K ad spend
- Google Ads management
- Monthly reporting
- Conversion tracking setup
- Up to £15K ad spend
- Google + LinkedIn Ads
- CRM integration
- Bi-weekly reporting
- Landing page optimisation
- £15K+ ad spend
- Full multi-channel
- ABM campaigns
- Offline conversion imports
- Weekly reporting + strategy
B2B PPC Questions
- B2B PPC targets decision-makers in longer buying cycles, typically 3-12 months. We optimise for lead quality and pipeline value rather than volume. This means different keyword strategies, landing pages built for considered purchases, and conversion tracking that follows leads through your entire sales process.
- Primarily Google Ads for high-intent search and LinkedIn Ads for targeting by job title, company size, and industry. We also use Microsoft Ads for B2B audiences and remarketing across Google Display and YouTube to nurture long sales cycles.
- We integrate with your CRM (Salesforce, HubSpot, Pipedrive, etc.) and set up offline conversion imports. This feeds closed-won revenue data back into Google Ads so the algorithm optimises for pipeline value, not just form fills.
- B2B CPL varies by industry and deal size. Our clients average £45 per lead, but what matters more is cost per sales-qualified lead and cost per opportunity. A £120 lead that converts to a £50K deal is better than a £20 lead that goes nowhere.
- Most B2B accounts see measurable improvement in lead quality within 30 days. Full optimisation including CRM integration and offline conversion feedback typically takes 60-90 days. Given longer B2B sales cycles, pipeline impact becomes clear at 90-180 days.
- Yes. We build ABM campaigns targeting specific companies and decision-makers. This includes custom audience lists, company-matched targeting on LinkedIn, and personalised ad copy and landing pages for high-value target accounts.
Ready to Grow Your B2B Business?
Get a free wasted spend analysis of your B2B campaigns. We will show you where budget is leaking and how to fix it.