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The familiar conversation

“We are spending. We are just not sure what is working.”

The clicks look fine. Leads arrive, but sales says the quality varies. Another report lands, and the decision is still unclear: spend more, change the campaign or fix what happens after the click?

We help you separate those questions. Start with the offer, audience and measurement; then make changes for a reason.

Hand-drawn illustration of the paid media conversion journey
The campaign does not end at the click.

What our B2B PPC services cover

Plan it. Build it. Know what happened.

Support across the campaign, from the initial channel decision to the hand-off into sales.

Strategy & channel mix

Agree the audience, offer, budget and job of each channel. Use Google Ads to address relevant demand and LinkedIn where professional or account targeting fits the brief.

Campaign setup & delivery

Build the campaign structure, audiences, ads and conversion journey. Keep creative and landing-page messages connected so the promise survives the click.

Tracking & sales feedback

Review conversion events, campaign tagging and platform tracking. Connect available website and CRM data so enquiry quality can inform the next decision.

How performance improves

Make the next change a useful one

Not every change is a test, and not every apparent winner is reliable. We choose an approach that fits your audience size and data.

Agree what counts

Define the meaningful actions and check they are recorded correctly. Engagement can help diagnose a journey; it is not the same as a qualified lead.

Test a clear question

Compare a message, audience, offer or page when there is enough volume to learn. Set the success measure before reading the result.

Act on the whole picture

Read campaign costs alongside lead quality, sales feedback and the buying cycle. Keep, change or pause activity based on that evidence.

Our approach

Clarity before optimisation. Structure before scale.

Bring the campaign and what happens afterwards into the same review.

  1. Understand the starting point

    Look at current spend, targeting, offers, conversion tracking and what sales considers a useful enquiry.

  2. Build a structure worth improving

    Make campaigns, audiences and landing pages coherent enough to see what a change is meant to achieve.

  3. Follow the available evidence

    Review the path from ad to website, enquiry and CRM. Make gaps and differences in the reporting visible.

  4. Test, learn and adjust

    Agree a manageable set of changes. Scale where the evidence and capacity support it; investigate or stop what does not justify more spend.

Channels & connections

The right mix depends on the job

  • Google Ads: search campaigns, with Display or Performance Max considered where the audience, creative and measurement support them.
  • LinkedIn Ads: professional audiences, account-focused campaigns and relevant retargeting.
  • The conversion journey: landing pages, offers and follow-up that match the campaign.
  • Measurement: website analytics and CRM feedback to help interpret results beyond the platform report.
Explore landing pages & CRO

Ways to work together

Get help at the level the campaign needs

Campaign delivery and media spend are separate parts of the scope. We agree both before work begins.

A focused project

Audit an account, rebuild a campaign or launch a focused test with agreed measurement and a clear review point.

Discuss a project

An ongoing partnership

Ongoing campaign management, creative and landing-page collaboration, testing and review against the quality of enquiries, not just their number.

Explore a partnership

Fractional CMO+

Senior marketing direction with the team to deliver, so paid media works alongside positioning, content, conversion and sales.

Explore Fractional CMO+

Need a plan before committing to delivery? The wider offer includes a strategy roadmap. We can help you choose a useful starting point.

See all the ways to work

Who does the work

A small team, working with yours

Campaigns work better when the people shaping the message can talk to the people building the page and reading the data. We bring those disciplines into the same conversation.

Meet the NowComms team

Useful answers

Your B2B paid media questions, answered

What are B2B paid acquisition services?

They cover planning, building and improving advertising intended to reach relevant business buyers. The scope can include Google Ads, LinkedIn Ads, creative, landing pages, tracking and the link between enquiries and sales follow-up.

What is the best paid advertising platform for B2B (Google Ads vs LinkedIn Ads)?

Neither is automatically best. Google Search can meet existing demand; LinkedIn can help reach professional or account-based audiences. We consider your market, offer, buying journey, budget and measurement before recommending a mix.

How do you generate high-quality leads with B2B PPC?

Start with a relevant audience and a specific offer, then keep the ad, page and form consistent. Define qualification with sales and review what happens to the enquiries. A low platform cost per lead does not establish lead quality.

Why are my paid ads not converting in B2B?

The issue may be targeting, the offer, the message, the landing page, tracking or follow-up. We review the journey before assuming the ads themselves are the only problem.

How much budget do you need for B2B paid advertising?

The budget needs to fit your market, likely costs, offer and the learning you want from a campaign. Very small budgets may not produce enough evidence for useful comparisons. We scope media spend separately from the work to run it.

How long does it take to see results from B2B paid ads?

Campaigns can start producing signals after launch, but useful learning depends on volume, tracking quality and your sales cycle. Early clicks are not proof of a repeatable pipeline. We agree what can reasonably be assessed at each review.

What should you measure in B2B performance marketing?

Review spend, reach and engagement alongside meaningful conversions, qualified enquiries and available pipeline feedback. Which measures lead the decision depends on the purpose of the campaign.

Our marketing analytics work connects ad data to what happens in your CRM.

Do B2B paid ads work for niche or low search volume markets?

They can be useful, but low volume changes the approach. Narrow markets may limit search demand or the reliability of split tests. We assess audience size, alternative channels and the economics before recommending spend.

Why is my cost per lead so high in B2B paid advertising?

Competition, audience size, offer relevance, conversion friction and tracking can all affect cost per lead. We also check what a lead actually represents: a higher-cost qualified conversation may be more useful than many low-quality responses.

Should B2B companies prioritise lead generation or demand generation in paid ads?

It depends on whether your buyers are ready to act or first need a reason to consider the problem. Some campaigns capture existing intent; others build familiarity and interest. We give each a clear role and appropriate measures, alongside organic visibility and content where relevant.

How do I choose a B2B PPC agency?

Ask who will do the work, how they choose tests, what is included beyond account management and how sales feedback affects decisions. A useful partner can explain uncertainty and tell you when more spend is not the right next step.

Do you manage LinkedIn Ads as well as Google Ads?

Yes. For most B2B companies the two do different jobs. Google Ads reaches people who are already searching for what you do. LinkedIn Ads reaches the right job titles and companies before they search. We plan both around the same buyers and the same tracking, so you can see which one brings useful enquiries.

“This is the creative team we trust to deliver the compelling content that makes us really distinctive in today's competitive landscape.”

Estelle Milosavljevic

Crossknowledge