Lead definition with sales
Qualification criteria agreed with the people who follow up the leads.
/INDUSTRIES / B2B / ADVERTISING
B2B Lead Generation with PPC
B2B lead generation with PPC for companies that need sales conversations, not contact lists: Google Ads and LinkedIn campaigns, landing pages and lead qualification connected to your CRM.
B2B buyers research deeply, involve multiple stakeholders, and rarely convert on the first visit. Generic tactics waste budget, what works is structured pipeline orchestration.
/01
THE SITUATION
A B2B lead is only useful if sales can work with it. Gated content and lead forms can collect hundreds of contacts quickly, and many of them are students, competitors or companies that will never buy. The real cost of a lead appears later, in the time sales spends on it.
/02
WHY IT MATTERS
When lead generation is judged on cost per lead, campaigns learn to find the cheapest contacts, and sales stops calling marketing leads at all. The pipeline then depends on outbound and referrals, while the ad budget keeps producing names nobody uses.
/03
HOW WE APPROACH IT
We agree with sales on what a qualified lead is, design the offer and the form for it, and score leads before they reach the CRM. Qualified leads and opportunities go back to Google Ads and LinkedIn, so the platforms optimize toward the companies sales wants.
/WHAT YOUR BUYERS RESPOND TO
B2B buyers give their details for something useful at their stage.
- A demo or a technical consultation for a defined problem
- A price estimate or a calculator
- A practical guide, template or benchmark they can use internally
- A webinar with a specialist, not a sales pitch
- A case they can compare with their own situation
- SEO
- Advertisingyou are here
- Development
- Hosting
/WHAT THE WORK COVERS
Offers and forms
One offer per stage, with form questions that separate buyers from browsers.
Lead scoring and routing
Leads scored and sent to the right salesperson or nurture flow automatically.
Conversion tracking
Every campaign reports leads or sales, checked against your CRM or store data before we optimize anything.
Weekly optimization
Search terms, bids, audiences and ads reviewed every week, with changes logged so you can see them.
/CHANNELS WE USE AND WHY
- /01
Google Search
Problem and solution searches from buyers who are already looking.
- /02
LinkedIn lead ads
Forms pre-filled with professional data, targeted by role and company.
- /03
Content syndication
Guides placed on industry sites when the audience is narrow.
- /04
Remarketing
Following up visitors and leads with the next step in the sales process.
/HOW LONG IT TAKES
/01
Tracking and structure
In the first two weeks we fix conversion tracking and rebuild the account around what you sell.
/02
Weekly optimization
Search terms, bids, audiences and creative are adjusted every week against cost per lead or sale.
/03
Scale what pays
Budget moves to the campaigns that bring buyers at an acceptable cost, in steps you can follow.
/FAQ
Only content valuable enough that people will trade their details for it, and only if sales will follow up. Gating everything produces many contacts and few conversations.
Through the platform's native connection where it exists, or through a form integration that keeps the source, campaign and answers with each lead.
We review a sample together every month, adjust targeting, offers and form questions, and send the outcomes back to the platforms so they learn from them.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
No. Ad spend goes directly from your account to Google, Meta or LinkedIn. Our management fee is a separate line, scoped to the work the account needs, not a percentage of spend.
LET'S REVIEW YOUR B2B AD ACCOUNTS
Send us a sample of last quarter's leads with sales feedback on each. We will show you which campaigns and offers produced the ones worth calling.
REQUEST A B2B PPC AUDIT
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