Award-winning — Google Ads Management Built for Long Sales Cycles, Complex Funnels & Real Pipeline Revenue
Looking for a PPC agency that just gets B2B? We manage Google Ads for B2B companies, optimising for downstream conversions and pipeline revenue, not just MQLs.
Companies we've worked with
Rocketseed's previous freelancer had drifted the account into a spam-optimisation loop — the bid algorithm was learning from form fills the sales team wouldn't action. We reset conversion tracking upstream with offline conversion uploads from the CRM, then rebuilt campaign architecture and audience layering around qualified-lead value.
Rebuild window
All-time lead volume
Quality reset
Sector
Overview
B2B sales cycles are longer, involve multiple decision-makers, and demand higher CPCs — but the lifetime value of a single customer can dwarf B2C. The problem? Most PPC agencies optimise for MQLs and form fills, not the revenue that actually matters.
Wasting budget on junk leads? Agency doesn't understand your sales cycle? No visibility on which clicks become customers? These are the pain points B2B marketers face daily with generalist PPC agencies.
Offline conversion tracking is critical. Without connecting Google Ads to your CRM, you're optimising blind — rewarding campaigns that generate volume, not value.
We bridge the gap between clicks and closed deals, ensuring every pound of ad spend is accountable to pipeline revenue.
Stop optimising for form fills. Start optimising for pipeline revenue.
As a world-leading, certified Google Partner agency, our team has direct access to Google support, beta features, and advanced training — giving your campaigns a competitive edge from day one.
Definition
B2B PPC (pay-per-click) is paid advertising targeted at business buyers rather than consumers. The key differences from B2C: longer sales cycles (30–180+ days), higher deal values (£5K–£500K+), multiple decision-makers in the buying committee, and the need to track from ad click through to closed deal via CRM integration.
Standard PPC agencies optimise for conversion rate and ROAS (return on ad spend). A consumer e-commerce agency might aim for 5% conversion rate and 300% ROAS. That works for B2C because the customer journey is short: click ad → land on site → buy product → order complete.
B2B is fundamentally different. A manufacturing buyer doesn't click your ad and purchase a £50K machine the same day. Instead:
B2B PPC agencies optimise for pipeline and revenue, not just leads. We track the full journey, measure cost per qualified lead (SQL), and attribute revenue back to the ad campaigns that generated it. That's why CRM integration, pipeline reporting, and deal tracking are non-negotiable in B2B PPC.
Pricing
UK B2B PPC management typically ranges from £1,000–£5,000/mo in management fees plus ad spend.
The right question isn't "What does it cost?" but "What pipeline does it generate?" If £3K/mo management + £5K/mo ad spend generates £50K/mo pipeline (10 qualified leads × £5K average deal), your customer acquisition cost via PPC is £800 per qualified lead. If your sales conversion rate is 20% (2 closed deals per 10 leads), your cost per closed deal is £4,000 — which is trivial if your average deal value is £50K+.
Many B2B companies spend too little on PPC because they're optimising for cost per click instead of cost per deal. Underfunding PPC means missing pipeline opportunities.
Comparison
These two models require opposite strategies:
Keyword strategy differs fundamentally — B2C targets broad commercial keywords like "buy black coffee" while B2B targets decision-maker intent keywords like "enterprise project management software comparison" or "managed security services for fintech".
Landing pages differ too: B2C sends traffic to product pages with checkout carts ready; B2B uses qualifying forms, resource downloads, or demo requests for lead capture rather than immediate sale.
Attribution is the critical gap. B2C e-commerce platforms show which ad led to which purchase directly. B2B requires CRM integration to track which ad led to which qualified lead, and which qualified leads became closed deals.
An agency that runs B2B like B2C will waste your budget. They'll target broad keywords, optimise for conversion rate on lead forms, and lose visibility of pipeline. Specialised B2B PPC agencies understand the sales cycle and track revenue, not just clicks.
Our Process
Connect Google Ads to your CRM (HubSpot, Salesforce, Pipedrive) so we optimise for revenue, not form fills.
Target specific companies and decision-maker personas with tailored ad copy and landing pages.
Search, Display, YouTube, and Remarketing campaigns structured around the buying journey.
Dedicated B2B landing pages designed to convert technical buyers, not generic visitors.
Why Us
Bid on competitor brand terms with compelling switching messaging to capture in-market buyers.
Monthly reports showing pipeline influence, cost per opportunity, and ROAS against actual closed deals.
Month-to-month. Results-driven retention, not contractual lock-in.
We work with HubSpot, Salesforce, Pipedrive, and custom CRMs to close the data loop.
Client Feedback
"Chris caught a technical SEO issue worth six figures that two previous consultants had missed. The depth of his work is in another league."
Sean Ball
Director of Marketing, durhamlane
"Within three months we were ranking top of search in both the UK and the US for our category — including 'insurance software'. The migration plan was meticulous."
Kate Shopper
Marketing Lead, Novidea
Results
Increase in Qualified Leads
B2B SaaS Company
B2B PPC
Reduction in Cost Per SQL
Technology Company
B2B Google Ads
Pipeline Generated in 6 Months
Professional Services
B2B PPC + CRM
Our People
Founder & PPC Director
15+ years in B2B paid media. Specialises in long-cycle, high-value conversion strategies.
Google Ads & SEO Specialist
FAQ
Start Here
Tell us about your business and we'll show you exactly where the opportunities are — no obligation, no sales pitch.
■ Senior specialists only
■ No long-term contracts
■ Free audit included
Real Clients
One named B2B SaaS Google Ads case as the headline; two supporting cases across B2B SaaS SEO and B2B services. Real clients, real outcomes, all verifiable.
UK · B2B SaaS · Google Ads · Account rebuild
Took over a B2B Google Ads account that was generating spam leads under a previous freelancer. Rebuilt the campaign architecture, conversion tracking, and audience signals. Three months later, the account had broken Rocketseed's internal record for most leads from Google Ads in any 3-month window — ever.
Rocketseed
rocketseed.com
Read the full caseB2B SaaS · Insurance software · SEO
Different channel — same B2B SaaS buyer. Site migration + indexability fix + content programme. Verifiable in any browser.
Novidea
novidea.com
Read the full caseUK · B2B sales acceleration · Career history
Chris's pre-Visionary in-house role at a UK B2B services firm. Sean Ball, Director of Marketing, on record about the technical depth.
durhamlane
durhamlane.com
Read the full caseInteractive
B2B PPC isn't measured in clicks or even leads — it's measured in pipeline. Plug in your numbers and see the cost per closed-won deal, projected pipeline value, and payback period your current spend should be producing.
£500 – £100,000
£500 – £500,000
1% – 50%
1 – 52 weeks
Cost per closed-won deal
£3,695
Projected pipeline-influenced revenue (per quarter)
£112,500
Payback period
1 month
These outputs assume a typical UK B2B SaaS / B2B services lead-to-close pattern. Real numbers depend on lead quality, sales-team conversion, and sales-cycle reality. Use the calculator as a directional check, then book an audit for an account-specific model.
Architecture
B2B buyers don't convert on the first click. We architect Google Ads accounts around buyer stages — not generic Search/Display/Shopping splits — so every keyword has the right intent assigned.
| Stage | Search type | Visionary's campaign treatment |
|---|---|---|
| Awareness | "what is X", "how to Y" | YouTube + Demand Gen + sometimes Discovery — top-of-funnel cap, not bottom-funnel ROAS |
| Consideration | "best X for Y", "alternative to Z" | Search + Demand Gen with whitepaper / comparison gates |
| Evaluation | "X vs Y", "X reviews", "X pricing" | Search with custom audiences from your CRM, bottom-funnel ROAS targets |
| Decision | branded queries, "X demo", "X login" | Brand-defence campaigns, conversion-rate-optimised landing pages |
| Expansion | retention searches, customer queries | Customer-list remarketing, expansion-only audiences |
Channel Choice
Google Ads isn't always the right channel for B2B. Here's how we decide where Google Ads belongs in the channel mix — and where LinkedIn or outbound takes over.
| Dimension | Google Ads (us) | LinkedIn Ads | Outbound (SDR-led) |
|---|---|---|---|
| Best for | High-intent demand capture | Account-based prospecting | Strategic ABM, ICP-perfect accounts |
| Cost per lead | £100–£800 (B2B SaaS UK) | £200–£1,500 | £600–£3,000+ (loaded SDR cost) |
| Lead quality | High (intent-led) | Medium-high (audience-led) | Highest (hand-picked) |
| Scale | High — capped only by intent volume | Medium — capped by audience size | Low — capped by SDR throughput |
| Time to first lead | 3–7 days | 7–14 days | 30–90 days |
Reverse Qualification
Strong fit
Probably not the right fit
Benchmarks
Operational ranges across our managed B2B Google Ads accounts. Sector and ACV vary — these are working defaults, not guarantees.
£100–£800
Typical cost per qualified lead (B2B SaaS UK)
8–25%
Typical lead-to-MQL conversion on managed accounts
45–90 days
Typical Google Ads → closed-won cycle in B2B SaaS
3–8x
Typical pipeline-to-spend ratio at maturity
Further Reading
