Paid Ads services
Paid ads and search engine marketing for B2B
Paid ads put you in front of buyers on the day a campaign starts. As a search engine marketing agency, we plan paid campaigns on the same keyword research as SEO, so the two channels cover different terms and learn from each other.
Google Ads is where most B2B search budgets go. We also manage Microsoft Ads, LinkedIn Ads, Meta Ads and Reddit Ads, plus YouTube and Amazon Ads where they fit the product.
We report in leads and deals. Clicks are easy to buy, and they say little about revenue.
The basics
What is search engine marketing?
Search engine marketing, or SEM, is advertising on search engines. You choose the searches you want to appear for, write an ad and pay when someone clicks. The common name for this model is pay per click, or PPC, and the main platform is Google Ads.
In B2B the click is only the first step. A buyer clicks, reads a page and fills in a form weeks before a deal closes. A B2B PPC agency therefore has to follow the lead into the CRM and learn which searches produce customers.
Scope
What our paid ads management covers
Search ads: Google Ads and Microsoft Ads
Search campaigns reach people who are already looking for your product. We run them in Google Ads and in Microsoft Ads, which covers Bing. Each service or product gets its own campaign, budget and landing page, which shows where the money works. For product catalogs we also run Google Shopping and Performance Max campaigns.
Paid social: LinkedIn Ads, Meta Ads and Reddit Ads
LinkedIn Ads reach buyers by job title and company, which suits B2B targeting. Meta Ads cover Facebook and Instagram, and work well for remarketing. Reddit Ads reach technical communities that are hard to find elsewhere.
Display and video: YouTube Ads and Demand Gen
Google Display and remarketing campaigns keep your brand in front of people after they leave the search results. YouTube Ads and Demand Gen campaigns add video, for products that are easier to show than to describe.
Marketplace ads: Amazon Ads
For companies that sell through Amazon, we manage Amazon Ads next to the search campaigns, so the same products are promoted with one plan.
Shared keyword strategy with SEO
Organic rankings for competitive terms take months. Paid search covers those terms while SEO builds. Search term data then shows which queries produce leads, and we feed that back into content priorities.
Tracking tied to the CRM
We set up conversions in GA4 and Google Tag Manager and connect campaigns to your CRM. Reports show leads and deals next to clicks and cost, on every platform.
Process
Our paid ads process, step by step
A new account and an existing account follow the same six steps.
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Account audit
We review account structure, search terms and conversion tracking. You get a list of wasted spend and missed searches.
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Keyword plan
We build the keyword plan together with the SEO keyword map, so paid and organic do not compete for the same click.
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Campaign build
We set up the campaign structure, write the ads and add negative keywords, which stop ads from showing on irrelevant searches.
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Landing pages
An ad is only as good as the page it leads to. We recommend changes to landing pages or make them ourselves.
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Tracking
We set up conversion tracking and connect it to your CRM before budgets grow.
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Weekly optimization
Every week we review bids and search terms and run ad tests. We keep what works and pause the rest.
Deliverables
What is included
- Ad account audit
- Campaign setup or restructuring
- Google Ads: Search, Shopping, Performance Max and Demand Gen
- Microsoft Ads
- LinkedIn Ads, Meta Ads and Reddit Ads
- YouTube Ads, Google Display and remarketing
- Amazon Ads
- Ad copy and A/B tests
- Conversion tracking in GA4 and Google Tag Manager
- Reporting in leads and deals
Fit
When a company needs search engine marketing
- You need leads this quarter and organic rankings will take longer.
- Your Google Ads account spends, but nobody can tie it to deals.
- SEO and paid search sit with two vendors who do not share data.
- You are testing a new market or a new product and need data fast.
Timeline
The first three months
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Month 1: audit, tracking and plan
We audit the account, set up conversion tracking and build the keyword plan together with SEO.
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Month 2: campaigns live
Campaigns launch with the first ad tests. Search terms are reviewed every week and wasted spend is cut.
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Month 3: optimization on real data
With conversion data in the CRM, budget moves toward the campaigns that produce leads and deals.
Proof
Paid search results
For a US cybersecurity compliance firm we built the Google Ads account from zero and managed it for seven years. Yearly conversions grew 11 times. Read the compliance Google Ads case study.
For a US EdTech company, $33k in Google Ads at $0.44 CPC returned 147 deals and a 608% ROI, as shown in the EdTech case study. A medical laboratory got 1,004 orders in three months with SEO and Google Ads together, in the MedTech launch case study.
Engagement
Ways to work with us
Retainer
Ongoing paid ads management, alone or next to SEO.
Project
A fixed account audit with a list of changes in priority order.
For ongoing SEO and AI search work, see our packages with estimated prices.
FAQ
Search engine marketing FAQ
What does a search engine marketing agency do?
It plans, builds and manages paid campaigns on search engines. The work covers keyword research, campaign structure, ad copy, bids and reporting. The goal is leads at a cost that makes sense for your sales cycle.
Which ad platforms do you manage?
Google Ads, Microsoft Ads, LinkedIn Ads, Meta Ads, Reddit Ads, YouTube Ads and Amazon Ads. Inside Google Ads we run Search, Shopping, Display, Performance Max and Demand Gen campaigns. The choice of platform comes from where your buyers are.
Do you manage LinkedIn Ads for B2B companies?
Yes. LinkedIn Ads let you target by job title, seniority and company, which fits B2B products with a narrow audience. We usually run them next to search campaigns, so buyers who searched once see your brand again.
Should we advertise on Google Ads or on LinkedIn Ads?
Google Ads reach people at the moment they search for a solution. LinkedIn Ads reach the right people before they search. Most B2B companies start with search, because the intent is clearer, and add LinkedIn when the audience is well defined.
What is the difference between SEM and SEO?
SEM is paid: you appear in the ad slots and pay per click. SEO is earned: you appear in the organic results and do not pay for the click. Paid search works from the first day, while SEO takes longer and keeps working after the budget stops. See our B2B SEO services.
Do you manage ad spend directly?
The ad account and the budget stay yours. We manage the campaigns inside it, so you keep full access to the data.
How do you report results?
In leads and deals, with cost per conversion. Clicks and impressions are supporting numbers. Where your CRM is connected, the report shows which campaigns produced customers.
What is Quality Score?
Quality Score is the rating Google gives a keyword from 1 to 10, based on how relevant your ad and landing page are. A higher score lowers the price you pay per click.
Can paid search and SEO run together?
Yes, and we recommend it. One keyword plan avoids paying for clicks you already earn organically, and paid data shows which terms deserve SEO work.
Is there a minimum budget?
We do not set one. The account audit shows what budget your target terms require.
How fast will we see leads from Google Ads?
Ads can run within days of the campaign build. The first weeks are a learning phase, and results become stable after the account has enough conversion data.
What do the first three months of paid ads look like?
Month 1 is the account audit, the tracking setup and the keyword plan. In month 2 campaigns go live with the first tests. In month 3 budget moves toward what produces leads and deals.
Who will we work with day to day?
The person who plans the campaigns also manages them. You have one point of contact and full access to your own ad accounts.
Do we need SEO if we already run paid search?
Paid search stops when the budget stops. SEO keeps bringing visits after the work is done, and it lowers what you need to spend on ads over time. The two work best on one keyword plan, as described on our B2B SEO services page.
When are we not the right agency for paid ads?
If you need creative production at scale, such as video or large sets of social ads, a creative agency is a better fit. Our strength is search intent, account structure and tracking.
Related services and pages
Find out what your ad accounts can do
Tell us what is happening with your search traffic. You get a straight answer on where we would start.