B2B - PPC
B2B paid advertising is expensive when it's done wrong. Competitive B2B terms on Google run $5-$15+ per click, and LinkedIn Ads average $5.58 per click and around $408 per lead. We build Google and LinkedIn campaigns that target the right buyers, with the right message, at the right stage of a 3-6 month buying process, so that spend turns into pipeline instead of clicks.
Most B2B PPC campaigns fail for the same reason: they're built like consumer campaigns chasing a single-session conversion. B2B buyers don't work that way. They research for months, involve multiple stakeholders, and rarely convert on their first visit. We structure every campaign around the buying process itself, not just the click.
Approach
Campaign structure
Intent-stage-based structure: top-of-funnel content offers, mid-funnel comparison and proof content, and bottom-of-funnel demo or consultation paths. LinkedIn campaigns layer in audience targeting by job title, company size, and industry.
Keywords
We combine solution-aware terms (buyers who know what they need) with problem-aware terms (buyers who know the pain but not the fix), using tight match types to control spend and avoid wasted clicks.
Messaging
We write to business outcomes, not features. "Closing deals 20% faster" beats "advanced reporting dashboards" every time. We test multiple headline variations to find what resonates with your specific buyer.
Conversion
One offer, one audience, one clear next step. Bottom-of-funnel pages get demo booking via Calendly or Chili Piper. Mid-funnel pages get a gated content download.
Attribution
Multi-touch tracking via UTM parameters, CRM integration, GA event tracking, and LinkedIn Insight Tag data, so you see which campaigns actually influence closed deals, not just which ones got the last click.
B2B sales cycles run 3-6 months on average, longer for complex deals. We set conversion windows at 30, 60, and 90 days so campaigns get credit for the deals they actually influence, not just same-day conversions.
We exclude existing customers, trial users, and competitor employees from prospecting campaigns so budget goes toward net-new opportunities, not people who already know you or work for someone else in your space.
LinkedIn has specific rules around audience size minimums, ad approval, and targeting restrictions that differ from Google. We manage campaigns within those constraints so approvals don't stall your launch.
SaaS buyers tend to be most active in Q1 and Q4 budget cycles. Industrial and manufacturing buyers often spike around trade show season. We adjust budget pacing to match your specific buyer's calendar.
Budget
Ad spend is separate from management fees. Here's roughly where most B2B programs land.
Brand awareness / retargeting
Starting at $500/mo
Ad spend
Focused lead gen
$2,000-$5,000/mo
Ad spend
Multi-category / national
$5,000-$15,000+/mo
Ad spend
Management fees are separate from ad spend and scale with campaign complexity. We'll give you a specific number once we understand your goals, market, and channels.
Send us your project and we'll scope it straight -- no pushy sales.
Deeper reads pulled from our blog, all written with B2B teams in mind.
Good to know
Ad spend for brand awareness or retargeting typically starts around $500/month. Focused lead generation programs run $2,000-$5,000/month in ad spend. Multi-category or national B2B programs run $5,000-$15,000+/month. Management fees are separate and scale with the complexity of the campaign structure. We'll walk through your goals and give you a specific recommendation.
For most B2B companies, we recommend both. Google captures buyers actively searching with intent. LinkedIn builds awareness and retargets your specific ICP by job title, company, and industry, reaching buyers before they're actively searching. Running both channels together, structured around the buying journey, typically outperforms either channel alone.
It depends heavily on channel, offer, and vertical. Google Search leads typically run $175-$463 depending on competitiveness. LinkedIn leads average around $408. Costs run higher when targeting senior titles like VP or C-suite, since those audiences are smaller and more competitive to reach. We set realistic benchmarks upfront based on your specific market.
Most campaigns generate their first leads within 30-60 days. We treat the first 60-90 days as a learning phase, testing audiences, messaging, and landing pages while gathering data. We report weekly during ramp-up so you can see what's working and what's being adjusted in real time.
Yes. On LinkedIn, we can upload a target account list and run campaigns exclusively to decision-makers at those companies, layered with Insight Tag retargeting. On Google, Customer Match allows some account-based targeting as well. This works well for companies with a defined list of target accounts and a sales team ready to follow up.
Still have questions? We're happy to answer them, let's connect.
Tell us about your project and we'll take a look. No pushy sales, no wasted calls.