Request a strategy call B2B PPC agency for software and services companies
B2B PPC management for companies with more than one decision maker and months between the click and the contract. We run B2B Google Ads and LinkedIn as one plan, track past the form fill and report on qualified leads. For Pyramid Analytics, cost per click fell 35% and conversion volume across channels rose 113%.
Trusted by Australian and global organisations since 2014
The problem
B2B PPC is harder than the consumer kind. Search volumes are low, and the person who clicks is rarely the only person who decides. The sale can close months after the first visit.
An account tuned for cost per lead fills up with the wrong ones: students, job seekers, existing customers looking for the login page, and companies too small to buy. The dashboard looks healthy. Your sales team disagrees.
We set up tracking that tells a qualified lead from a form fill, then build Google Ads and LinkedIn campaigns around the searches and audiences that produce them. It works best alongside B2B and SaaS SEO, where the terms that convert in paid tell us what to build in organic. See B2B and SaaS marketing for how the two run together.
The measure is qualified leads and pipeline, not clicks.
What's included
One plan, covering Google Ads, LinkedIn ads, remarketing, landing pages and tracking. See all PPC management ↗
Search campaigns built around the terms buyers use when they compare vendors or look for a fix to the problem you solve. Tight keyword themes and negatives keep out job seekers, students and support queries.
Targeting by job title, industry and company, for buyers who are not searching yet. For Pyramid Analytics we ran webinar-driven LinkedIn campaigns with remarketing.
Ads that keep you in front of the buying group between the first visit and the demo request. A long sales cycle gives people plenty of time to forget you.
A page that answers the search converts more visitors and earns cheaper clicks. We run continuous experiments on the pages and offers closest to the demo, trial or enquiry.
Tracking that separates a qualified lead from a form fill. Where your CRM allows it, lead quality goes back into the ad platforms so bidding favours the leads sales accepts.
Cost per qualified lead and, where your CRM allows it, the opportunities those leads become. Not clicks and impressions.
Published client results
Pyramid Analytics is a business intelligence software platform. Its cost per click figure is a paid result. Its conversion figure covers the whole programme, which also included SEO. LegalVision is B2B rather than SaaS: a law firm whose clients are businesses. For Roubler, a global HR software company, we managed AdWords campaigns alongside SEO. Its published figures are organic, so they sit on the B2B and SaaS SEO page.
Case study · Pyramid Analytics
Pyramid Analytics sells business intelligence software in an ultra-competitive sector. Its user acquisition journey was inefficient and its marketing channels were underused. We developed visual ad campaigns that showed what sets the platform apart, ran webinar-driven LinkedIn campaigns with remarketing, ran continuous experiments at the bottom of the funnel, and improved landing pages and conversion tracking.
The published results: cost per click down 35%, and conversion volume up 113% across channels. The second figure covers the whole programme, which also included SEO. The quote is about the engagement as a whole.
“One Egg Digital has delivered more value and benefit than any other agency I’ve worked with in the past 20 years.”
Where each channel fits
Google Ads reaches people who are already searching. In B2B that is a small group, and it is the one closest to buying, so search usually comes first.
LinkedIn reaches the people search misses: the right job titles in the right industries, before they start looking. Clicks there tend to cost more than on other platforms, so it needs a clear offer. If you can explain what you sell and why it matters in one short sentence, you are ready for it. Our guide to LinkedIn advertising covers the formats.
The landing page matters on both. A weak page costs you twice: once in the ad auction, where it pushes up what you pay per click, and once in organic search. We explain why in why landing page optimisation matters for both PPC and SEO.
We also test ideas, not just wording. Changing one headline rarely moves a B2B account. Testing a different promise across the whole account can. See our guide to testing ad concepts over ad copy.
How we work
We get measurement right before we ask for more budget.
Who buys, who signs off, how long it takes and what a qualified lead is worth.
Conversion tracking and the CRM connection come first. Without them the platforms chase the wrong leads.
Search and LinkedIn campaigns, landing pages and remarketing, structured around intent.
Experiments on offers, ad concepts and pages. Budget moves to whatever produces qualified leads.
PPC services
Each channel is also a service in its own right. For the organic side, see B2B and SaaS SEO, or go back to B2B and SaaS marketing.
Every paid channel we run, managed as one plan.
High-intent search, tracked to qualified leads.
Reach buyers by job title, industry and company.
Organic search measured on leads, not rankings.
From the blog
Frequently asked questions
Strategy, campaign builds, conversion tracking, landing page testing, remarketing and reporting, across Google Ads, Microsoft Ads and LinkedIn. One team runs all of it as one plan, so budget moves to whichever channel is producing qualified leads. See PPC management for the full service.
They do different jobs. Google Ads reaches people who are searching for what you sell. LinkedIn ads reach people by job title, industry and company, whether or not they are searching. Most B2B accounts start with search, then add LinkedIn once there is a clear offer to put in front of a defined audience.
Yes. Low volume is normal in B2B. A small number of searches from buyers comparing vendors can be worth more than a large number from people who will never buy. The work is finding every variation of those searches, keeping irrelevant ones out, and using LinkedIn and remarketing to reach buyers who have not searched yet.
We track more than the first form fill. Where your CRM allows it, we follow leads through to qualified opportunities and report on those. Lead quality can also go back into the ad platforms, so bidding favours the leads your sales team accepts.
Tight keyword themes, negative keywords and regular reviews of the actual search terms. B2B accounts attract job seekers, students, existing customers and businesses too small to buy. We filter them out at the keyword, the ad and the form.
Usually, yes. Paid search produces leads soonest and shows which terms convert. SEO takes longer and keeps paying once it is built. For Roubler, a global HR software company, we managed AdWords campaigns alongside the SEO programme. See B2B and SaaS SEO for the organic side.
No. There are no lock-in contracts. Our average client relationship is over four years.
Get started
Whether you run paid media in-house or with another agency, we will give you a clear, honest picture of what is working and what is wasting money.
Prefer to talk? 1300 490 147
