Paid search for B2B.
Paid search where the account structure mirrors how your buyers search and the reporting mirrors how your business earns. Google Ads first, LinkedIn where the economics genuinely work, landing pages built by us rather than pointed at your homepage.
The page does half the converting.
Sending paid traffic to a generic homepage is where most B2B budgets die. Every campaign we run lands on a page we designed and built for it: the ad’s promise, answered immediately, with one job and events on every step.
This is the part most PPC agencies cannot do. Web build is our core trade, so pages ship in days and iterate on real session data.
Pounds per click, toward a conversation.
Consumer PPC optimises pennies per click toward a checkout. B2B paid search spends pounds per click toward a sales conversation, which changes the structure, the measurement and where the work actually happens.
Click prices are high because deals are higher
B2B buying terms often cost £5 to £30 a click. At those prices the account must qualify traffic before it spends: tight match types, a deep negatives library and budget guardrails per service line.
The conversion is an enquiry, not a checkout
If you optimise to raw form fills, Google learns to find form-fillers. We feed qualified-lead outcomes back into the account, so the algorithm optimises toward buyers your sales team accepts.
Buying-stage volume is thin
There may only be a few hundred genuine buying searches a month in your category. Winning them is coverage and negatives work, not budget; the rest of the spend goes to the comparison stage that feeds them.
The landing page does half the work
An ad-matched landing page converts at multiples of a generic homepage. We design and build the pages in-house, which is the part most PPC agencies cannot do.
The maths, modelled first.
Before a pound of media moves, we model whether the channel can work for your deal economics: what a click costs in your market, what a qualified lead can cost, and where the channel breaks even. If the numbers can’t work, we say so on the first call.
What’s in every paid search programme.
Five workstreams, managed weekly, reported monthly against cost per qualified lead. The account, the data and the billing stay in your name throughout.
Account architecture
Campaigns mirror your service lines and buying stages, so budget control matches business priorities.
- Campaign-per-service-line structure
- Match type and bidding strategy
- Negatives library, maintained weekly
- Budget guardrails and pacing
Ads and offers
Copy built from real sales conversations, tested continuously against the metric that matters.
- Ad copy from sales-call language
- Extensions and sitelinks
- Offer and CTA testing
- Competitor coverage decisions
Landing pages, built not borrowed
Message-matched pages designed and built by the studio, with events on every step.
- Ad-to-page message match
- One job per page
- Event tracking built in
- Iterated on real session data
Bid and budget management
Hands on the account every week, not a set-and-forget smart campaign.
- Weekly bid and budget tuning
- Search term mining
- Device, geo and schedule adjustments
- Honest reallocation when a term can't pay
Measurement to pipeline
Reporting runs past the click to the enquiry and what sales did with it.
- Cost per qualified lead
- CRM-stage feedback where available
- Spend vs pipeline contribution
- A monthly report finance can read
What happens, and when.
The first weeks buy data, not gloryAudit and build
Account audit (or clean build), conversion tracking verified end to end, negatives library seeded, first landing page in production.
Launch and baseline
Campaigns live with conservative bids. The first weeks buy data, not glory, and we say so rather than showing a vanity spike.
Economics stabilise
Bids, negatives and pages tuned against real search terms. Cost per qualified lead trends toward target and the report shows the curve.
Scale or reallocate
What pays gets more budget; what cannot pay is cut and we tell you why. Paid often funds the patience SEO needs to compound.
Is paid search right for you?
A good fit when
Not the right call when
Asked before every programme.
Media typically runs £1,500 to £10,000 a month depending on your market's click prices, plus management. We model the maths before you spend: target cost per qualified lead, expected volumes and the point where the channel breaks even.