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B2B PPC Agency
Qualified Leads, Not Just Clicks
Most PPC agencies optimise for clicks and form fills. We optimise for the leads that actually turn into sales conversations. Our B2B paid search campaigns are built around your sales pipeline, not vanity metrics.
Why B2B PPC Requires a Different Approach
Running B2B Google Ads the same way you would run a consumer campaign is one of the most common mistakes we see. The buying process, audience size, and success metrics are fundamentally different. Here is how they compare.
B2C PPC
- -Single decision-maker (the buyer)
- -Short purchase cycle — often minutes or hours
- -Optimise for conversions and ROAS
- -High search volume, lower intent per click
- -Emotional triggers and impulse buying
B2B PPC
- +Multiple stakeholders and sign-off layers
- +Sales cycle of weeks, months, or quarters
- +Optimise for qualified pipeline and deal value
- +Lower search volume, much higher intent
- +Rational decision-making and ROI justification
These differences shape everything from keyword selection to landing page design. A B2B paid search campaign needs to educate, build trust, and nurture prospects — not just push for an immediate sale.
A Multi-Channel Approach to B2B Paid Search
B2B buyers do not sit on a single platform. They research on Google, evaluate options on LinkedIn, and read industry content across the web. Effective B2B PPC meets them at each stage of their buying journey.
Google Ads
The backbone of most B2B PPC strategies. We target high-intent search terms that indicate a buyer is actively looking for your product or service, not just browsing. This includes commercial keywords, competitor terms, and long-tail queries specific to your niche.
LinkedIn Ads
The only platform where you can target by job title, company size, industry, and seniority level. LinkedIn is particularly effective for reaching senior decision-makers in specific industries — the people who actually sign off on purchasing decisions.
Microsoft Advertising
Often overlooked, Bing captures a significant share of B2B searches — particularly from corporate environments where Microsoft Edge is the default browser. Lower competition typically means lower CPCs and better cost per lead than Google alone.
Remarketing
B2B buyers rarely convert on the first visit. Remarketing keeps your brand in front of prospects across Google Display, YouTube, and LinkedIn as they research and evaluate options over weeks or months. We segment audiences by engagement level to deliver increasingly specific messaging.
B2B Industries We Work With
We have managed B2B paid search campaigns across a range of sectors. Each industry has its own buying behaviours, keyword landscape, and competitive dynamics — and we tailor our approach accordingly.
Manufacturing & Engineering
Reaching procurement managers and engineers searching for specialist components, machinery, or subcontracting services. We target high-intent commercial queries with technical ad copy that speaks their language.
Professional Services
Accountants, solicitors, consultants, and recruitment firms all benefit from PPC campaigns targeting businesses actively seeking their expertise. We build campaigns around service-specific and location-based keywords.
SaaS & Technology
Software companies need PPC campaigns that drive free trial signups, demo requests, and qualified sales conversations. We structure campaigns around buyer intent stages and competitor terms to capture decision-ready prospects.
Logistics & Supply Chain
Transport, warehousing, and fulfilment companies compete for high-value contracts. We target procurement teams searching for logistics partners with campaigns built around service type, geography, and industry specialism.
Why Lead Quality Matters More Than Lead Volume
Any PPC agency can generate a high volume of leads by broadening targeting and lowering your quality threshold. The result is a sales team drowning in unqualified enquiries. We take the opposite approach.
Pipeline Integration
We connect your ad platforms to your CRM so you can see exactly which campaigns, keywords, and ads produce opportunities that close — not just leads that fill a spreadsheet.
Ideal Customer Targeting
We build audience profiles based on your ideal customer — company size, industry, job title, and buying signals. Then we layer these onto keyword campaigns to filter out poor-fit prospects before they click.
Revenue Attribution
We report on cost per qualified lead and cost per opportunity — not just cost per click or cost per form fill. This means you always know the true return on your advertising investment.
The goal is straightforward: fewer but better leads that your sales team can actually convert. This reduces wasted time, improves close rates, and lowers your true cost of customer acquisition.
B2B PPC: Frequently Asked Questions
How is B2B PPC different from B2C PPC?
B2B PPC targets decision-makers within businesses rather than individual consumers. This means longer sales cycles, higher average deal values, and more emphasis on lead quality over volume. Keywords tend to have lower search volumes but higher intent, and campaigns need to account for multiple stakeholders in the buying process. We optimise for qualified leads and pipeline value rather than just clicks or form fills.
How do you handle long B2B sales cycles in PPC campaigns?
Long sales cycles require a layered approach. We use initial search campaigns to capture high-intent prospects, then deploy remarketing across Google Display, LinkedIn, and Microsoft Advertising to keep your brand visible throughout the decision-making process. We also track leads beyond the initial conversion, connecting ad spend to pipeline stages so you can see which campaigns generate revenue, not just enquiries.
How do you measure lead quality in B2B PPC?
We go well beyond counting form submissions. We work with you to define what a qualified lead looks like — job title, company size, budget authority — and then track those metrics through your CRM. This lets us optimise campaigns towards leads that actually convert to sales conversations, not just anyone who fills in a contact form. We regularly review lead quality data and adjust targeting, ad copy, and landing pages accordingly.
What cost per lead should a B2B company expect from PPC?
B2B cost per lead varies widely depending on industry, competition, and deal value. Professional services firms typically see CPLs between £30 and £80, while manufacturing or SaaS companies may pay £50 to £150 per lead. The important metric is cost per qualified lead relative to your average deal value. A £100 lead that converts to a £10,000 contract is a very different proposition to a £10 lead that goes nowhere. We focus on reducing cost per qualified opportunity, not just cost per click.
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Get In Touch
Have a project in mind or just want to discuss how we can help your business? Feel free to reach out to us using the contact form or via phone or email.