B2B Paid Advertising (PPC)
We plan, run and improve B2B paid media across search and social, with bidding, targeting and landing pages tuned toward qualified opportunities — and the CRM data to prove whether it is working.
Role in the growth system
Discipline group: Demand
Ad platforms are extremely good at finding whatever you tell them to find. Tell them to find form fills and they will find the cheapest ones available, which in B2B are rarely the ones that become customers.
Our job is to give the platforms better instructions: sharper targeting, stronger offers, better landing pages and conversion signals that reflect commercial value, not just activity.
The premise
In B2B, the cheapest lead is often the most expensive one — once you count the sales time it consumes.
Channels
We allocate budget by the role a channel plays in your buying journey, not by habit.
The feedback loop
The most important improvement in most B2B accounts is not a new ad. It is feeding qualified outcomes from the CRM back into bidding.
Qualified stages return to the ad platforms, so bidding learns from pipeline, not form fills.
A useful distinction
Common failure points
Spend drifting into irrelevant queries because negative keywords and match types have not kept pace with automation.
Campaigns with specific intent sent to general pages that do not answer the question the ad raised.
Newsletter signups, content downloads and demo requests treated as the same signal.
Platforms optimizing blind, with no visibility of which clicks became opportunities.
Expensive audiences asked for contact details before they have any reason to give them.
Frequent changes without hypotheses, so nothing is ever learned.
How we work
Account structure, search terms, targeting, conversion tracking, landing pages and CRM outcomes.
Fix measurement first: conversion definitions, value signals and offline imports.
Campaigns organized by intent and audience so budget and learning are not diluted.
A prioritized test plan with clear hypotheses, success criteria and enough time to reach a conclusion.
Increase investment where the cost of qualified pipeline supports it.
Measurement
Useful diagnostics, never the headline.
Conversions that meet agreed qualification criteria, by campaign and audience.
Opportunities created from paid media, with value and stage progression.
Paid media’s contribution to customer acquisition cost and time to recover it.
Services are not silos
Paid Advertising (PPC) is one entry point into a wider growth system. These are the disciplines it most often depends on — and that often surface during the work.
Relevant work
Dynamics 365 · B2B SaaS · Paid Acquisition
A research-led paid acquisition program for Dynamics 365 in Canada: sharper audiences, granular search architecture and funnel-specific LinkedIn messaging.
Enterprise Software · Search · Demand Capture
Mapping a specialized, regulated market before spending on it — then following the performance evidence across regions, landing pages and content.
Related insights
Most B2B marketing budgets are built to harvest existing demand. Here is how to tell whether you are under-investing in creating it — and how to measure both.
ABM is a strategic choice with real costs. Five questions to answer before you buy software, build account lists or promise the board a new pipeline source.
When marketing and sales disagree about what an MQL is, every report built on it is unreliable. How to define lifecycle stages that both teams will actually use.
Demand Generation · Guide
How to design a B2B demand generation program end to end: audience, narrative, channel roles, conversion paths, sales handoff and a measurement model that judges it fairly.
Paid Media · Playbook
How to structure Google Ads and Microsoft Ads accounts for B2B: intent-based campaigns, granular ad groups, landing-page alignment and bidding on qualified outcomes.
Measurement · Framework
A practical attribution model for B2B teams that combines platform data, CRM outcomes and self-reported attribution — and is honest about what each can and cannot show.
Questions
Primarily Google Ads, Microsoft Ads and LinkedIn Ads, plus remarketing and other paid social platforms where your audience and economics justify them.
There is a practical minimum below which platforms cannot learn and tests cannot reach meaningful conclusions. It depends on your market and deal value, so we discuss it in the first conversation rather than quoting a generic number.
Yes. Landing pages are often the largest single lever on paid performance, so we treat them as part of the campaign rather than a separate project.
We use platform data for optimization, CRM data for commercial outcomes, and self-reported attribution to capture what software cannot. No single attribution model tells the whole truth, so we are explicit about what each view can and cannot show.
Start a conversation
Tell us how paid media performs today and what happens to those leads in your CRM. We will show you where we think the budget is leaking.
Prefer email? hello@definitegrowth.com