Paid media management for B2B companies that need pipeline, not clicks
We manage paid acquisition across Google Ads, Microsoft Ads, LinkedIn, Meta and programmatic for B2B companies with a measurable sales process. Campaigns are built against qualified pipeline rather than traffic, and every report leads with cost per qualified lead and pipeline contribution instead of impressions.
Platforms
Which platforms do you run?
We run the platforms the plan calls for, and we say so when a platform is not worth your budget. Recommending a channel a business does not need is how retainers get padded.
Google Ads
Search, Performance Max, demand generation and YouTube. Usually the first channel to earn its place in B2B because intent is explicit.
Microsoft Ads
Consistently overlooked, and frequently cheaper per qualified lead in enterprise and IT categories where the audience sits on Windows devices.
LinkedIn Ads
The strongest targeting available for B2B by job title, seniority, company size and industry. Expensive per click, and often justified per qualified lead.
Meta
Effective for retargeting, for talent and candidate campaigns in staffing, and for private-pay clinic acquisition where the buyer is a consumer.
Programmatic
Applied where reach against a defined account list matters, and where there is enough budget for the data to mean something.
Retargeting across all of them
Sequenced against funnel stage rather than run as a single undifferentiated audience of everyone who ever visited.
Scope
What is included in paid media management?
Build and run
- Account architecture and campaign build
- Audience construction and bid strategy
- Keyword, placement and negative list management
- Creative testing and iteration on a defined cadence
- Budget pacing and reallocation between channels
Conversion and measurement
- Landing page and conversion rate guidance
- Conversion tracking build and validation
- Offline conversion import from the CRM
- Server-side tracking where it is warranted
- Monthly reporting against pipeline
Engagements are scoped on a call, and priced against scope and media spend.
Reporting
How do you report on paid media?
Two numbers lead every report: cost per qualified lead, and pipeline contribution. Both require the ad platforms to be connected to your CRM, which is why tracking is built before spend is scaled.
What we report as results
- Cost per qualified lead, by channel and campaign
- Pipeline contribution in currency, not lead count
- Lead to qualified conversion rate by source
- Revenue influenced, tracked to closed won where the CRM supports it
- Budget pacing against plan
What we do not report as results
- Impressions
- Click volume and click-through rate
- Raw lead count with no qualification attached
- Cost per click in isolation
- Quality score as a headline number
Impressions and click volume are diagnostics. We use them to explain why a number moved. They are not evidence that the spend is working, and presenting them as results is how underperforming accounts stay funded.
Tracking
How is conversion tracking and attribution set up?
Tracking comes before scale. Spending into an account that cannot tell a qualified lead from a form fill produces confident reporting on the wrong number.
Conversion tracking
Conversions defined against qualification, not form submissions. Validated end to end before budget is scaled, and re-checked whenever the site or CRM changes.
Offline conversion import
Qualified and closed-won outcomes pushed back from the CRM into the ad platforms, so bidding optimizes toward revenue rather than toward whoever fills in a form.
Server-side where warranted
Used where browser-side measurement is losing meaningful signal. Not applied by default, because it adds infrastructure that has to be maintained.
Questions
Common questions
What is the minimum media spend you work with?
There is no fixed minimum, but paid media stops being the right first move below roughly five thousand dollars a month, because there is not enough data to optimize against. Below that the budget is usually better spent on tracking, the funnel and organic foundations.
Do you charge a percentage of ad spend?
No. Fees are scoped against the work involved rather than as a percentage of spend, because a percentage fee rewards us for spending more of your money rather than for spending it well. Engagements are scoped on a call.
Who owns the ad accounts?
You do. Accounts are created in your name or kept in your existing structure, and you retain full administrative access throughout the engagement and after it ends. We never hold client media accounts inside an agency container.
How quickly will we see results?
Tracking and account structure take two to four weeks. Meaningful cost per qualified lead data usually needs six to twelve weeks depending on volume and sales cycle length. We report from the first month, and we say clearly when a number is still too thin to act on.
Related: marketing operations setup if the funnel behind the ads needs building too, and marketing operations consulting if you want the account reviewed before committing to management. Background reading: why marketing breaks when a B2B company crosses 20 people.
Book a strategy call
Thirty minutes, no deck. We look at what you are running now, where the operation leaks, and what it would take to fix it. Engagements are scoped on a call.