Fix measurement first
We verify tracking, define the conversion that matters and set a clean baseline before increasing spend.
Lead Generation
B2B paid media managed to cost per qualified lead, not clicks
Search is where B2B intent shows itself most clearly, and where budgets are most easily wasted. We run Google, Microsoft and other paid media against qualified leads, with tracking and creative joined up from day one.
Overview
Why paid media leaks money — and how we stop it
Paid search looks simple from the outside: bid on what people search for and send them somewhere useful. In practice, most B2B accounts leak money in the same few places — broad match quietly widening, search terms nobody reviewed, landing pages that do not match the query, and conversion tracking that counts a page view as a lead.
We run paid media the opposite way around. Before touching bids, we make sure every meaningful action is tracked and attributed, and that the conversion we optimise toward is one sales would recognise. Then we build tight, intent-led campaign structures and keep them tight through a disciplined search-term and negative-keyword routine.
Creative matters as much here as in social. Ad copy that names the buyer's actual problem beats clever wordplay every time, and we test it deliberately rather than leaving one headline to run for a year.
What's included
What our paid media service covers
Everything needed to run a paid media account that improves rather than drifts.
Account strategy and structure
Campaigns built around intent tiers, not just keywords, so budget follows a clear buying journey.
Conversion tracking and attribution
GA4, platform conversions and CRM feedback aligned so we optimise toward qualified outcomes.
Ad copy and asset testing
Structured tests on headline, offer and proof, with a clear hypothesis behind each one.
Search-term and negative hygiene
A routine that keeps your traffic relevant and stops wasted spend before it compounds.
Landing page alignment
Pages matched to the query and promise, because a good click on a mismatched page is still a loss.
Bid and budget management
Portfolio bidding where it helps, manual control where it does not, reviewed against cost per qualified lead.
Our approach
How we deliver paid media
Paid media rewards discipline more than cleverness. This is the discipline we apply.
Build intent-led structure
Campaigns are organised by buyer intent so messaging, landing pages and budgets can be controlled precisely.
Test and prune
We test copy, offers and pages in deliberate cycles, and remove waste every week rather than every quarter.
Scale what is proven
Once a segment produces qualified leads at a workable cost, we scale it carefully and watch for diminishing returns.
Measurement
How we measure paid media
Paid media is judged on whether the budget bought qualified demand, and at what cost.
Platform dashboards are a starting point, not the answer. We reconcile them with GA4 and your CRM so reported results reflect reality, and we are explicit about where attribution is imperfect.
- Cost per qualified lead, by campaign and segment
- Spend that reaches a genuine conversion
- Impression share on priority terms
- Conversion rate from click to qualified enquiry
- Contribution to pipeline and revenue
Who it's for
Is our paid media service a fit?
We would rather turn down a poor fit than take budget we cannot turn into a result. This is the kind of team our work suits best.
- Companies with searchable demand and a considered purchase
- Accounts that get clicks but struggle to prove quality
- Teams that want transparency inside their own accounts
Questions
Paid Media — frequently asked questions
Straight answers on how our paid media work is scoped, run and measured.
Enough to gather meaningful data within a reasonable period. We will tell you honestly if your budget is too small to test a channel properly rather than take it and under-deliver.
Yes, and for B2B it is often undervalued. Microsoft Ads can deliver lower cost per lead in many business markets, so we test it rather than ignore it.
You do, always. We work inside accounts you own, with your billing, so nothing walks out the door if we part ways.
Weekly search-term reviews, tight negative lists, intent-based structure and a conversion definition we can trust. Waste is a process problem, not a bidding mystery.
Yes. Copy, extensions and basic creative are included, and we test across them with a stated hypothesis rather than random variation.
Next step
Find the waste in your paid media
A short audit of your account structure and tracking usually finds spend worth recovering.