B2B PPC Agency

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:

1. Click your ad (cost per click: £3–15 depending on keyword competitiveness)
2. Land on your site (75%+ bounce if messaging doesn't match intent)
3. Download a resource or request a demo (this is a "lead")
4. Enter your sales funnel (your team follows up via email, phone, LinkedIn)
5. Sales qualification call (salesperson determines if they're a real prospect)
6. Proposal stage (deal sits in limbo for 60–90 days)
7. Contract negotiation (price, terms, delivery)
8. Closed deal (finally — 120+ days after the initial click)

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.

UK B2B PPC management typically ranges from £1,000–£5,000/mo in management fees plus ad spend.

• Management fee (what you pay the agency): £1,000–£5,000/mo — campaign strategy, keyword research, audience targeting, ad creative, bid management, CRM integration, and reporting
• Ad spend (what you spend on Google, LinkedIn, etc.): £3,000–£50,000/mo depending on industry competitiveness, geographic scope, and keyword commercial value
• Total monthly cost: Management fee + ad spend = £4,000–£55,000/mo depending on scale and industry

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.

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.