B2B Paid Ads Management: Google, Meta, LinkedIn and Reddit
Reach the buyers who have not started looking yet.
AI search and organic content reach people already researching. Paid reaches the rest. We build and run campaigns aimed at the accounts you want, and we wire every one of them into the same CRM as your outbound and inbound, so the question of which spend turned into pipeline has an answer.
Trusted by B2B companies across the Americas and Europe
The Problem
Most B2B ad accounts we inherit are not badly built. They are badly measured. The platform reports conversions, the CRM reports deals, and nobody can draw a line between the two, so budget decisions get made on cost per click and gut feel.
The cost of guessing has gone up. Lead costs vary by nearly four times across the main B2B channels, and the same click can cost twice as much depending on where you send it. Without CRM-level measurement, a campaign that is quietly producing your strongest customers looks identical to one producing nothing.
Median cost of a B2B lead on Google Ads, against $202 on LinkedIn and $138 on Instagram
Metadata, 2026 B2B Advertising Benchmarks: 153 advertisers, $57.6M spend, 211,000 leads
Cost per lead when a LinkedIn click goes to a landing page, against $193 through a native form
Metadata, 2026 B2B Advertising Benchmarks
Spread between the cheapest and most expensive B2B channel per lead
Metadata, 2026 B2B Advertising Benchmarks
How We Solve It
Four steps from audit to campaigns you can read in CRM terms.
- 01
Account and measurement audit
We review what is running, what it costs, and whether any of it can be traced to a deal. Most engagements find measurement gaps before they find creative problems.
- 02
Audience and offer build
We define who we are trying to reach, what we are offering them, and where that click lands. Audiences are built from your real customer list where you have one.
- 03
Launch and CRM wiring
Campaigns go live with source tracking that survives the handoff into your CRM, so a lead carries its campaign through to the opportunity it becomes.
- 04
Iterate on results, not impressions
Weekly on creative and audiences, monthly on budget allocation. We cut what is not producing qualified conversations and move the money to what is.
Three ways to buy attention, and when each one earns its place
Paid social
LinkedIn, Meta and Reddit reach people by who they are rather than what they searched. Useful for categories where buyers do not know the problem has a name yet, and for staying in front of a named account list.
Paid search
Google and Bing reach people already describing the problem. Higher intent, higher cost, and increasingly sharing the page with an AI summary. Worth holding for commercial terms where you can win the click.
ChatGPT Ads
Placement inside an AI conversation rather than on a results page. Young, thin on competition in most B2B categories, and the one we most often recommend testing alongside the other two.
We will tell you which of these is worth your budget before we take it, and we will say so if the honest answer is that your spend belongs somewhere other than ads this quarter.
What happens in the first 30 days
- An audit of existing accounts with the measurement gaps named
- Audience definitions built from your customer list and ICP
- Offers and creative for each channel we are recommending
- Source tracking wired from ad platform to CRM deal records
- First campaigns live with a documented baseline
Capabilities in detail
What a paid media engagement covers.
Campaign strategy and build
Channel selection, audience definition, offers and campaign structure across Google, Bing, LinkedIn, Meta and Reddit.
- Channel recommendation with reasoning
- Audience and account list build
- Campaign and ad group structure
- Offer design per channel
Creative and landing destinations
Creative written per channel, pointed at a destination built to convert rather than at a homepage.
- Ad creative and copy
- Variant testing
- Landing page review
- Form and follow-up check
CRM-level measurement
Source tracking that survives into your CRM, so spend can be read against opportunities and closed revenue.
- UTM and source taxonomy
- CRM field mapping
- Lead to opportunity attribution
- Reporting on cost per qualified lead
Ongoing management
Weekly optimisation and a monthly written read on what moved and what we are changing.
- Weekly creative and audience work
- Monthly budget reallocation
- Written monthly report
- Quarterly channel review
Frequently Asked Questions
No. Our fee covers strategy, build and ongoing management. Media spend is paid directly to Google, Meta, LinkedIn, Reddit or Microsoft, so the budget stays in your control and you can see where every dollar went.
It depends on your category and deal size. In general, LinkedIn earns its higher lead cost when your buyer is defined by job title, Google earns its place on high-intent commercial terms, and Meta and Reddit are worth testing where the audience is broader than a job title. We recommend a channel mix after the audit, not before.
Yes, and we prefer to. Keeping your accounts means keeping your history, your conversion data and your audiences. We work inside them rather than starting fresh in ours.
Enough to produce a readable result in a quarter at your lead cost. For most B2B categories that is a few thousand a month. If your budget is below the level where we could learn anything, we will say so.
Cost per qualified lead and pipeline contribution, read from your CRM. Impressions, clicks and platform-reported conversions are diagnostics, not the scoreboard.
That is usually the first thing we do. Most accounts we take over cannot connect spend to revenue, and no amount of creative work makes up for not knowing which campaigns produced customers.
Ready to get started?
We will audit what you are running today and tell you which of it can actually be traced to revenue.
Book a 20-Minute Strategy CallTraffic arriving but not converting? See Conversion Optimization