• PPC & Paid Media

Qualified leads from Google and LinkedIn, not wasted clicks

Search and social ad campaigns built for B2B lead quality, not vanity metrics. Google Ads, LinkedIn Ads, and ongoing conversion optimization tied to a single target: CPL of $250 or less per qualified lead.

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  • The problem

The B2B paid ads problem

Most B2B paid campaigns burn budget on the wrong targeting, wrong landing pages, or wrong offers. The reports look fine (impressions up, clicks up, CTR stable) but nothing turns into pipeline.

"We're spending $15K a month on Google Ads and our cost per lead keeps climbing. Our agency says it's the algorithm."

It's usually not the algorithm. It's targeting, creative, landing pages, or the offer itself. Good paid media is diagnostic before it's optimization. We figure out where the funnel is actually breaking before we throw more budget at the same problem.

  • What's included

A complete paid media program

PPC is structured as a monthly retainer covering Google Ads and LinkedIn Ads (the two channels that matter for most B2B). Additional platforms available as add-ons.

01

Up to 2 active campaigns per month

Google Ads and LinkedIn Ads running simultaneously. Campaign structure, keyword selection, audience targeting, and creative all built from your ICP.

02

Monthly A/B testing on 2 ad sets

Continuous testing on headlines, creative, audiences, and landing pages. Every campaign iterates based on what's actually converting.

03

Campaign review and refinement

Review and refine 2 existing campaigns each month. Pause what isn't working, scale what is.

04

Google Ads search management

Search campaigns targeting high-intent commercial queries. Not broad awareness keywords that burn budget.

05

LinkedIn Ads B2B targeting

Job title, company size, industry, and seniority targeting for the accounts that actually match your ICP.

06

Landing page optimization

Dedicated landing pages for each campaign with ongoing conversion optimization. Getting traffic is half the job.

07

CPL monitoring and optimization

Target CPL of $250 or less per qualified lead. We optimize toward that number every week.

08

Monthly performance reports

Spend, impressions, clicks, conversions, and pipeline attribution. Every metric ties to revenue, not just ad platform activity.

  • How it runs

How a PPC engagement runs

Paid campaigns can produce leads in the first 30 days if the setup is right. Here’s how we structure the first 90 days.

Phase 1

Days 1 to 30

Audit and setup

Review of current campaigns, audience research, new campaign structure, and landing page builds. First campaigns go live within the first 30 days.
  • Audit of existing campaigns and accounts
  • Keyword and audience research
  • Landing page design and build
  • First campaigns launched

Phase 2

Days 30 to 60

Optimization and iteration

Initial data comes in. A/B tests running. Adjustments to targeting, creative, and landing pages based on what’s converting.
  • First wave of A/B tests live
  • Targeting refinements based on conversion data
  • Landing page iterations
  • CPL trending toward target

Phase 3

Days 60 onwards

Scale and refinement

What’s working gets more budget. What isn’t gets paused. New campaigns layered on top of the winners. Monthly optimization continues indefinitely.
  • Steady-state campaign management
  • Monthly A/B tests on new hypotheses
  • Quarterly strategic reviews
  • Ongoing CPL and ROAS optimization

Target: $250 or less per qualified lead.

We optimize toward that number every week. If CPL climbs above target, we diagnose why and adjust. If it can’t be fixed, we recommend pausing rather than burning your budget.
  • FAQ

What people ask about PPC

Depends on the channel and the targeting. Google Ads CPLs in B2B SaaS typically run $80 to $300. LinkedIn Ads run higher, often $150 to $500, but the lead quality is usually better. Our target across both is $250 or less per qualified lead. We optimize toward that number every month.

For meaningful results on Google or LinkedIn, expect to invest at least $3,000 to $5,000 per month in ad spend, separate from our management fee. Below that level, there isn’t enough volume to optimize against, and the math doesn’t work for either of us.

You do. All ad accounts (Google Ads, LinkedIn Ads, Meta) are created in your name with you as the owner. We get manager-level access to run the campaigns, but you can revoke that access at any time and the accounts stay with you. No client lock-in.

We tell you, and we adjust. Sometimes the issue is targeting, sometimes it’s ad creative, sometimes it’s the landing page, and sometimes the offer itself isn’t compelling enough to justify the CPL. We diagnose where the problem is and fix it. If it can’t be fixed (the math just doesn’t work for that channel), we’ll recommend pausing rather than burning your budget.

Both Google Ads and LinkedIn Ads are part of every PPC engagement. Meta, Reddit, Bing, and other platforms can be added when they fit the audience. Most B2B campaigns work best with Google capturing high-intent search traffic and LinkedIn driving awareness and account targeting.

  • Start the conversation today

Let's make your paid spend work

Book a 30-minute strategy call. We’ll review your current paid campaigns, diagnose where budget is leaking, and map out what a PPC engagement could look like for your pipeline.

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