PPC and Google Ads management
PPC management for B2B leads, not clicks
Paid search can put a company in front of a buyer on the day they start looking. It can also spend a month’s budget on students, job seekers and competitors checking prices. The difference is decided in the account, not in the ad copy.
- Peer-reviewed releases
- NDA before your first call
Cheap clicks are the most expensive kind
A B2B account that optimises for clicks or form fills finds the cheapest of both, and the cheapest are rarely buyers. The report looks healthy, the cost per lead falls, and the sales team spends its week on enquiries that were never going to buy.
The fix is not a cleverer bid strategy. It is teaching the platform what a good lead is: tracking that follows an enquiry past the form into your CRM, search terms read every week and pruned, and landing pages that answer the question the ad raised.
That is the work we do in Google Ads, Microsoft Ads and LinkedIn Ads, in accounts that stay in your name. The list below is what we would ask any agency, including us, to settle before touching the account.
- 01
The account
Opened and owned by you, with access granted rather than handed over.
- 02
The tracking
Enquiries followed into the CRM, so the platform learns from qualified leads.
- 03
The searches
The actual search terms read and pruned every week, not only the keywords.
What we do
PPC management services
Six parts of the work, in the order they usually need doing.
- 01
Account audit
Structure, tracking, search terms, wasted spend and match types, reviewed before anything changes, so every later change has a baseline.
- 02
Conversion tracking to pipeline
Enquiries followed past the form into your CRM, with qualified leads sent back to the platform so bidding learns from buyers rather than form fills.
- 03
Google Ads management
Search, Performance Max where it fits, and remarketing, built around the phrases buyers use shortly before they get in touch.
- 04
Microsoft and LinkedIn Ads
Microsoft Ads for the search audience Google misses, and LinkedIn Ads where company size and job title matter more than the search itself.
- 05
Landing pages
Pages that answer the question the ad raised, with one clear next step, built and tested alongside the campaigns.
- 06
Reporting in leads
Spend, qualified leads and pipeline by campaign, read with you monthly, alongside the raw platform numbers.
Channels
Which paid channel fits a B2B company
Most B2B budgets belong in one or two of these, not all of them. The choice follows how your buyers look for what you sell.
| Channel | Fits best when | Targets by | Watch out for |
|---|---|---|---|
| Google Search | Buyers search for the problem or the solution you sell | The search itself | Irrelevant searches matched to broad keywords |
| Microsoft Ads | Your buyers work on company machines with Bing as the default | Search, with LinkedIn profile data available | Lower volume, so campaigns learn more slowly |
| LinkedIn Ads | Company size, industry and job title matter more than the search | Firmographics and job roles | High cost per click, which needs a strong offer to pay back |
| Performance Max and Display | Remarketing to people who already visited | Google’s automated audiences | Spend drifting to low-quality placements without close review |
We start where buyers are already searching, prove the tracking, then add a second channel only if the first is paying back.
Before anyone touches the account
What to settle before anyone manages your ad account
Seven points to agree in writing with any PPC agency, including us. Most of the disappointment in paid search comes from leaving one of them open.
- 01Who owns the ad account. It should be opened in your name, with the agency given access, so the history stays with you if you part ways.
- 02What counts as a conversion. A qualified lead in your CRM, not a page view or any form fill.
- 03How qualified leads get back to the platform, so bidding learns from buyers.
- 04How often search terms are reviewed and negative keywords added, and who sees the list.
- 05How the budget is paced, and what happens when a campaign spends ahead of plan.
- 06What the monthly report shows: spend, qualified leads and pipeline by campaign, not only clicks and impressions.
- 07What happens at the end: access removed, documentation handed over, nothing paused without notice.
An agency that is reluctant on the first point is telling you something. The account history is the most valuable thing a paid search programme builds, and it should never belong to the supplier.
Who should run it
Agency, freelancer or in-house
How we would decide, including when the answer is not us.
- 01
In-house
Fits a large, steady budget across several channels, where a full-time specialist pays for themselves and knows the business better than anyone outside it.
- 02
A freelancer
Fits a single platform with a stable account that needs regular care rather than rebuilding.
- 03
An agency
Fits when the account needs rebuilding, tracking needs connecting to your CRM, and landing pages need building at the same time.
- 04
Agency first, then in-house
Often the sensible sequence: fix the structure and the tracking, then hand a documented account to someone you hire.
Proof
Rated by the clients who have worked with us
Our reviews live on Google and Clutch, where we cannot edit them. Read them before you talk to us.
When you should not run paid search
Three cases where we would tell you to spend the budget elsewhere:
- 01
Nobody searches for what you sell
If buyers do not search for the problem you solve, paid search has nothing to bid on. LinkedIn or outbound will reach them more directly.
- 02
You cannot track past the form
Without knowing which enquiries became customers, the platform optimises for the cheapest form fill. Fix the tracking first.
- 03
The page behind the ad is not ready
Traffic sent to a page that does not answer the question wastes the click. Build the page, then buy the traffic.
Where paid search does win is the buyer who is looking right now, which organic search cannot always reach in time.
How we work
From audit to qualified leads
The same five stages we use for every engagement, with notes where paid search changes a stage.
Discovery
We map your workflows, systems, and constraints with the people who use them every day, before anything is scoped.
For PPC: the account audit and the tracking check, before any change.
Scope and plan
You get a scope, a timeline, and a price that hold. Architecture decisions are made and documented before code starts.
Build in stages
Senior engineers deliver in planned stages, with working software demonstrated at every step, not a reveal at the end.
Launch
Data migration, training, and a production cutover planned around your operations and your calendar, not ours.
For PPC: campaigns go live with budgets capped until the tracking has proved itself.
Run and improve
The team that built your system stays on it: monitoring, support, and the next improvements on one roadmap.
For PPC: search terms weekly, results against qualified leads monthly.
Industries
B2B sectors we work with
The sectors where we already know the searches buyers run and the sales cycles behind them.
Fintech
SaaS & Startups
Ecommerce & D2C
Healthcare
Real Estate
Education
Logistics
Professional Services
FAQ
Questions buyers ask about PPC management
What is PPC management?
PPC management is the ongoing running of pay-per-click advertising accounts such as Google Ads, Microsoft Ads and LinkedIn Ads: research, campaign building, bidding, search term review, testing, tracking and reporting.
What does a PPC manager do?
Sets up tracking, builds and structures campaigns, reads the search terms that triggered the ads, adds negative keywords, tests ads and landing pages, paces the budget, and reports results against leads and revenue.
How much does PPC management cost?
It depends on the number of platforms, campaigns and markets, and on how much the account needs fixing first. We do not publish prices. Ask any agency to separate its fee from your ad spend, and to state what the fee includes.
Is Google Ads worth it for B2B companies?
It is when buyers search for what you sell and you can track which enquiries become customers. Without that tracking, the platform tends to find the cheapest leads, which in B2B are rarely the best ones.
Who owns the Google Ads account?
You should. Insist the account is opened in your name and the agency is given access. We work that way, so the account history stays with you whatever happens.
Should we run PPC and SEO together?
Often, yes. Paid search produces enquiries while organic work matures, and its search term data shows which phrases convert, which tells the SEO work where to focus.
What is the difference between PPC and SEO?
PPC buys a place in the results for as long as you pay; SEO earns one that keeps working after the work stops. PPC produces enquiries within days, SEO over months, and each makes the other more effective.
How much should we spend on Google Ads?
Enough for the campaigns to gather data on the searches that matter, and no more than the enquiries can pay back. The right figure depends on how many buyers search and what a click costs in your market, which an account audit or a short research phase shows before any spend.
How long until campaigns launch?
Usually within a few weeks. The time goes on the tracking and the landing pages, because launching without either wastes the first month’s budget.
Do you manage LinkedIn Ads and Microsoft Ads?
Yes. LinkedIn Ads for targeting by company size and job title, and Microsoft Ads for the search audience outside Google. Facebook and Instagram run under Meta ads management.
Should a B2B company use Facebook ads instead of Google Ads?
Rarely instead, sometimes alongside. Google Search reaches buyers who are already looking. Facebook and Instagram reach people who are not, which suits an offer they can accept quickly and remarketing to people who already know you. We set out when Meta ads fit a B2B offer separately.
Start with the account
you already have
Give us read access and we will tell you what the account is buying today, where the spend leaks, and whether it is worth managing.
