Inbound · Paid media
Paid campaigns aimed at the accounts you actually want to win.
We run search and social campaigns around your ICP and target account list, then judge them on qualified pipeline instead of cost per click.
Overview
Paid media, as part of one growth system.
B2B paid media often looks efficient on the platform and empty in the CRM. The fix is targeting and measurement: reach fewer, better accounts, and track every lead through to an opportunity.
We align paid audiences with the same account list used by outbound sales, so the companies your SDRs are emailing also see your brand in search and on LinkedIn. That is the core of account-based marketing.
Paid media is part of our inbound marketing service.
What's included
Everything we set up and run for you.
Google Ads search campaigns
High-intent keywords, tight match types and landing pages that convert.
LinkedIn Ads
Campaigns targeted by company, role and seniority from your ICP.
Meta retargeting
Low-cost reminders for engaged visitors and known accounts.
Landing pages and tests
Focused pages and offers tested against each other.
Offline conversion tracking
CRM stages sent back to ad platforms so they optimise for pipeline.
Budget and channel reporting
Cost per opportunity by campaign, side by side with other channels.
How it connects
Stronger when it works with the rest of your system.
Paid media warms up the accounts that outbound is about to contact, and recaptures visitors from SEO and content. With revenue operations in place, you can see exactly which campaigns contribute to closed revenue.
Account-based marketing
Account-based marketing that coordinates paid media, content, cold email and LinkedIn around your highest-value target accounts, with account-level reporting.
Learn more InboundB2B SEO
B2B SEO built around buying intent: technical fixes, keyword strategy, service and comparison pages, and reporting tied to pipeline, not just traffic.
Learn more OutboundOutbound sales
Outbound sales for B2B: verified prospect data, cold email, LinkedIn outreach and appointment setting, connected to your inbound demand and CRM.
Learn more RevOpsMarketing and sales automation
Marketing and sales automation that removes manual handoffs: lead routing, scoring, enrichment and alerts across your CRM, outreach and marketing tools.
Learn moreHow we work
From kickoff to live campaigns.
- Step 1
Audit accounts, tracking and offers
- Step 2
Build audiences from the ICP and account list
- Step 3
Launch, test and refine weekly
- Step 4
Report on pipeline and cost per opportunity
Tools we use
Built on the tools your team already knows.
Industries
Paid media for your industry.
Related reading
Guides on paid media.
Inbound marketing
LinkedIn Ads vs Google Ads for B2B lead generation
LinkedIn Ads or Google Ads for B2B? How each platform works, when to use which, and how to measure both on qualified pipeline instead of cheap leads.
6 min readRevenue operations
Building a pipeline report leadership will read
How to build a B2B pipeline report that leadership will actually use: the metrics that matter, how to attribute pipeline by source and what to leave out.
6 min readFAQ
Common questions.
Which platform works best for B2B?
Google search captures existing demand. LinkedIn is the most precise for reaching specific roles and companies. Most programs use both, with Meta for retargeting.
What budget do we need?
It depends on your market and average deal size. We recommend a starting budget after reviewing your account list and goals.
How do you measure success?
On qualified pipeline and cost per opportunity, using conversion data from your CRM rather than platform-reported leads alone.
More inbound marketing
Other inbound marketing services.
B2B SEO
B2B SEO built around buying intent: technical fixes, keyword strategy, service and comparison pages, and reporting tied to pipeline, not just traffic.
Learn more InboundGEO (AI search)
Generative engine optimization for B2B: get your brand mentioned and cited in ChatGPT, Perplexity, Gemini, Claude and Google AI Mode, with prompt tracking tied to pipeline.
Learn more InboundAI SEO
AI SEO for B2B: optimise for Google AI Overviews and AI Mode with entity-based topical maps, AI-assisted content with human editing and technical SEO at scale.
Learn more InboundContent marketing
B2B content marketing that answers the questions buyers ask before talking to sales: guides, comparisons, case-led pages and sales enablement content.
Learn more InboundEmail marketing
B2B email marketing and lead nurturing that moves interested buyers toward a sales conversation, with lifecycle flows connected to your CRM.
Learn moreReady to connect inbound and outbound?
Tell us about your team and we will show you where your pipeline could grow.