B2B Paid Advertising
Built for Pipeline, Not Impressions.
Google Search and LinkedIn advertising for B2B companies that need qualified pipeline — not click reports. AI-assisted bidding, ICP audience targeting, and revenue-tied reporting that your CFO can actually use.
Schedule Your Free Revenue Diagnostic →Most B2B Ad Spend Is Wasted on the Wrong Audience.
B2B advertising is fundamentally different from B2C. You’re not targeting millions of consumers — you’re trying to reach 500 specific decision-makers at specific companies. Most paid media agencies don’t understand that distinction. We do.
Traffic That Doesn’t Convert to Pipeline
Your campaigns generate clicks and website visits — but few qualified leads. The issue is almost always audience targeting: you’re reaching job seekers and students, not your actual ICP.
Reporting That Doesn’t Connect to Revenue
Your agency shows you cost-per-click and click-through rates. Your CFO wants to know cost-per-pipeline-dollar. Those are completely different metrics and most agencies only know how to report one.
No Creative Testing Framework
You’re running the same ads for 6 months because nobody is systematically testing alternatives. Stale creative is one of the fastest ways to destroy campaign ROI.
Google and LinkedIn Running Independently
Your Google campaigns and LinkedIn campaigns have no shared strategy. One should be capturing demand, the other should be creating it — but they’re running as if they don’t know each other exist.
Everything You Get.
B2B Audience Architecture
ICP-based audience segmentation across Google and LinkedIn — job titles, company sizes, industries, intent signals. Built to reach decision-makers at the exact companies you want.
Campaign Build & Launch
Full campaign structure built from scratch — ad groups, keywords (Google), audiences (LinkedIn), landing page alignment, conversion tracking, and attribution pixel setup.
AI-Assisted Bidding & Optimization
Bidding strategies that optimize for pipeline quality, not just conversion volume. Weekly bid management and campaign performance optimization.
Creative Testing Framework
Systematic A/B testing of ad creative — headlines, descriptions, images, CTAs — with documented hypotheses and results. Creative is refreshed based on data, not opinion.
Landing Page Conversion Review
Monthly review of landing page performance with CRO recommendations. You can’t fix ad ROI without fixing the page the ad drives to.
Pipeline Attribution Reporting
Weekly performance dashboards and monthly reports that show cost-per-MQL, cost-per-SQL, and pipeline generated — not just cost-per-click.
How We Deliver It.
Audience & Strategy
We define your ICP-based audience segments, campaign architecture, and keyword/targeting strategy before touching a single campaign.
Build & Track
Campaigns built with full conversion tracking, attribution pixels, and CRM integration — so every lead is traced back to its source.
Launch & Optimize
Campaigns launch with weekly performance review and optimization. Every change is documented with the hypothesis and outcome.
Report & Improve
Bi-weekly performance reports and monthly strategic reviews. Quarterly creative refresh and audience expansion planning.
The KPIs We Track and Report On.
Every service has defined KPIs reported on a consistent cadence. No vanity metrics — only numbers that connect to revenue.
Cost Per MQL
The primary paid media KPI — how much it costs to generate one Marketing Qualified Lead. Industry benchmark varies but we target continuous improvement.
ROAS (Return on Ad Spend)
Revenue generated per dollar of ad spend. Target: 4:1 minimum, 6:1 strong, 8:1+ exceptional for B2B.
MQL → SQL Rate
Quality gate — if paid leads have a lower MQL→SQL rate than organic, targeting needs adjustment.
Click-Through Rate (CTR)
Indicator of creative relevance and audience quality. Tracked as a diagnostic metric, not a primary KPI.
Pipeline Sourced from Paid ($)
Total pipeline value attributed to paid media campaigns. The ultimate revenue accountability metric.
Cost Per Pipeline Dollar
Total paid media spend divided by pipeline created. The CFO metric for paid advertising ROI.
Right Fit. Wrong Fit.
Stop Paying for Clicks. Start Paying for Pipeline.
Schedule a free Revenue Diagnostic Call. We’ll review your current paid media performance (or your blank slate) and show you exactly what a properly structured B2B paid media program looks like for your business.