B2B PPC agency UK
B2B PPC agency that optimises for pipeline, not form fills
Google Ads, Microsoft Ads and LinkedIn campaigns tied to your CRM, so bidding learns which leads turn into opportunities. Fixed fees, rolling terms, spend paid direct.
- CRM outcomes fed into bidding
- Google and LinkedIn together
- Reported as pipeline, not clicks
Quick answer
ProntX is a London B2B PPC agency for UK companies selling to other businesses. We run Google Ads, Microsoft Ads and LinkedIn Ads, import CRM outcomes so bidding favours qualified leads, and report cost per opportunity. Management starts from £450 a month on rolling terms, with ad spend paid directly to each platform.
B2B paid search
Why is B2B PPC different from consumer PPC?
B2B buyers search less, take longer to decide and involve several people, so a B2B PPC agency has to optimise for qualified pipeline rather than cheap form fills.
ProntX is a B2B PPC agency for UK companies selling services, software and supplies to other businesses. We run Google Ads, Microsoft Ads and LinkedIn Ads around your sales pipeline, feed CRM outcomes back into bidding, and start from £450 a month with ad spend paid direct to each platform.
In consumer PPC, a click often becomes a sale the same day. In B2B, a search for your service might come from a student writing an essay, a job seeker, a competitor checking your prices, a supplier selling to you, or a genuine buyer at the start of a three-month evaluation. All of them can fill in the same form.
Left to itself, Google’s smart bidding finds whoever converts most cheaply. In B2B, that is rarely the person with a budget. This is why so many B2B firms tell us PPC “brings leads but not customers”.
The fix is not a cleverer ad. It is telling the platforms which leads became opportunities and which became revenue, then giving the bidding enough time and data to learn from that signal.
Search volumes in B2B are also small. A niche industrial service might have a few hundred searches a month across the whole UK, so every wasted click matters more, and broad match without negative lists can drain a budget in days.
Channels
Which platforms does a B2B PPC strategy use?
Google Search captures buyers who already know they need you. LinkedIn reaches the right job titles before they search. Microsoft Ads and remarketing fill the gaps at a lower cost.
Capture demand
Google Ads Search
High-intent searches for your service, category and problem, segmented by intent. Strict negatives for jobs, courses, definitions, free tools and DIY guides. Competitor terms only where the economics stand up.
Create demand
LinkedIn Ads
Sponsored content, document ads and Lead Gen Forms aimed by job title, function, seniority, company size and industry. Matched audiences from your target account lists for account-based campaigns.
Lower cost reach
Microsoft Advertising
Bing and Edge are common on work computers, and Microsoft Ads can layer LinkedIn profile targeting on top of search. Often a cheaper source of the same business searchers.
Stay visible
Remarketing and YouTube
Case studies, demos and webinars shown to people who visited your pricing or service pages, so a long buying cycle does not mean you are forgotten between meetings.
Not every business needs all four. A firm selling a well-understood service with clear search demand usually starts with Google Search alone. A company selling something new, where buyers do not yet know what to search for, often needs LinkedIn earlier. We recommend a mix after looking at search volumes, deal values and your sales capacity, not before.
Lead quality
How does offline conversion import fix B2B lead quality?
By sending CRM outcomes such as qualified lead, opportunity and closed won back to Google Ads and LinkedIn, so bidding learns which clicks become pipeline, not just which clicks fill in forms.
1. Capture the click ID
When someone submits a form, we store the Google click ID (GCLID) and the hashed contact details from enhanced conversions alongside the lead in your CRM. Without this, there is nothing to match later.
2. Map your pipeline stages
We agree which CRM stages matter: for example marketing qualified, sales qualified, opportunity and closed won. Each gets a value that reflects what it is typically worth to you, so the platforms can tell a good lead from a poor one.
3. Send outcomes back
HubSpot, Salesforce, Pipedrive, Zoho and Microsoft Dynamics can sync with Google Ads directly or through a connector. Smaller teams can upload a structured spreadsheet on a regular schedule. LinkedIn takes the same data through its conversions API or CRM integrations.
4. Optimise to the right stage
Bidding on closed deals alone rarely works in B2B because there are too few of them. We usually optimise to a qualified stage that happens often enough for the algorithm to learn, and report on pipeline and revenue alongside it.
5. Allow for long cycles
Google only accepts offline conversions for clicks within its import window, typically up to 90 days. For longer sales cycles we use earlier pipeline stages as the bidding signal and track final revenue in reporting.
Instead of a monthly report showing cost per lead, you see cost per qualified lead and cost per opportunity by campaign and keyword. Budget then moves towards the searches and audiences that produce real sales conversations.
Keywords and messaging
What makes a good B2B PPC keyword strategy?
Intent tiers, heavy negatives and ad copy that filters out the wrong people before they click. In B2B, putting off poor-fit visitors is as useful as attracting good ones.
How we structure intent
- Bottom of funnel: “[service] provider”, “[service] company UK”, “[software] pricing”
- Problem searches: the pains your product solves, written the way buyers describe them
- Comparison searches: “[competitor] alternative” and “vs” terms, tested carefully
- Brand: your own name, defended cheaply and kept on a separate budget
How we filter out poor-fit clicks
- Negative lists for jobs, salaries, courses, templates, free and “what is” searches
- Ad copy that states minimum order sizes, sectors served or starting prices
- Forms that ask company size or role, so sales can prioritise quickly
- Audience exclusions for existing customers, students and job seekers on LinkedIn
Landing pages matter too. A B2B buyer wants to see who you work with, how the process runs, what it roughly costs and what happens after they enquire. If your current pages do not answer those questions, our web design team builds focused pages for each campaign, tested against what you have now.
Common mistakes
What are the most common B2B PPC mistakes?
Most underperforming B2B accounts we review make the same few errors, and almost all of them come back to measuring the wrong thing.
- Counting every form, download and newsletter sign-up as an equal conversion
- Broad match switched on with no negative lists, in a market with tiny search volumes
- Performance Max running for lead generation with no CRM data to guide it
- Brand and non-brand searches sharing a budget, which flatters results
- Judging LinkedIn on cost per click instead of cost per qualified conversation
- Sending every ad to the homepage instead of a page that matches the search
- Leads waiting days for a reply while the buyer speaks to two competitors
- Attribution windows left at defaults that are shorter than the sales cycle
None of these need a bigger budget to fix. In most accounts the first month is spent on measurement and waste, and the improvements that follow come from putting the same spend behind the campaigns your CRM says are working.
Why ProntX
Why choose ProntX for B2B Google Ads and LinkedIn ads?
Because we treat your CRM as the source of truth, and one team handles the ads, the tracking and the pages they depend on.
Pipeline first
Reporting your sales team trusts
Cost per qualified lead and cost per opportunity by campaign, reconciled with your CRM rather than the ad platforms’ own numbers.
One team
Ads, tags and landing pages
Our specialists and developers work together, so a tracking fix or landing page change happens in days, not after a ticket queue.
No lock-in
Rolling monthly terms
Your Google Ads, LinkedIn and analytics accounts stay in your name. Stop with a month’s notice and keep everything we built.
Pricing
How much does a B2B PPC agency cost?
B2B PPC management at ProntX starts from £450 a month plus VAT for a Google Ads account. Adding LinkedIn and CRM integration increases the scope and fee. Ad spend is always paid directly to the platforms.
| Plan | Platforms | Management fee (ex VAT) | Typical scope |
|---|---|---|---|
| Search | Google Ads (plus Microsoft Ads if useful) | From £450 a month | Intent-tiered search campaigns, tracking, negatives, monthly report |
| Pipeline | Google Ads and LinkedIn Ads | Typically £750 to £1,200 a month | Offline conversion import from your CRM, LinkedIn lead gen and remarketing, landing page tests |
| Account-based | Google, LinkedIn and Microsoft | Typically £1,300 and up | Target account lists, multiple products or regions, sales and marketing reporting, fortnightly calls |
Final price depends on the number of products, regions and campaigns, and on how much CRM work is needed. LinkedIn clicks typically cost far more than Google clicks, so we model budgets with you before launch. See every channel on our pricing page.
PPC and Google Ads
from £450/month
Management fee. Ad spend is paid direct to Google
What is includedSEO and AI search
from £595/month
Local and small business SEO, GEO and AEO included
What is includedWho it suits
Which B2B companies get the most from PPC?
Companies with a clear target customer, a deal value that can absorb B2B click costs, and a sales process that follows leads up quickly.
- Professional services: consultancies, accountants, law firms selling to businesses
- B2B SaaS and technology firms; see our page for startups and SaaS
- Manufacturers, distributors and trade suppliers
- Facilities, cleaning, security and IT services providers
- Recruitment, training and compliance specialists
Paid search works best alongside organic. Many B2B clients pair it with B2B SEO, so the keywords that cost money today start bringing free traffic over the following months, and with B2B social media to keep the brand visible to buying committees.
We are based in London and work with B2B companies across the UK by video call and shared dashboards. If you already run campaigns, a free PPC audit is the quickest way to see where lead quality is being lost.
How it works
What happens after you get in touch
- 01Free audit
We review your site, search visibility, ads and competitors, then send a short video walkthrough with the quickest wins.
Request audit - 02Plan and price
A one-page plan with goals, channels, timeline and a fixed monthly price. No surprises later.
See prices - 03Launch in weeks
Tracking first, then quick wins, then the bigger builds. You see progress in the first month.
See our work - 04Report and grow
Monthly report in plain English: leads, sales, cost per result and what we do next.
Talk to us
Does Google Ads work for B2B?
Yes, when people search for what you sell. Google Search is usually the best B2B channel for capturing buyers who already know they need a provider. It works less well for brand new categories with little search demand, where LinkedIn or content may need to create awareness first. The deciding factors are search volume, deal value and lead quality tracking.
Is LinkedIn advertising worth it for B2B lead generation?
It can be, especially for high-value deals where reaching the right job titles matters. LinkedIn clicks typically cost several times more than Google clicks, so it suits companies whose customers are worth thousands of pounds. We usually test it with a focused audience and a strong offer, such as a guide, benchmark or demo, before scaling.
Why are my B2B Google Ads leads poor quality?
Usually because the account optimises for any form fill. Smart bidding finds the cheapest conversions, which often means students, job seekers and suppliers. Fixes include negative keywords, qualifying questions on forms, clearer ad copy and, most importantly, importing CRM outcomes so bidding learns which leads became real opportunities.
What is offline conversion import?
It is the process of sending what happened to a lead after the form, such as qualified, opportunity or won, back into Google Ads or LinkedIn. The platforms match it to the original click using the click ID or hashed contact details, then optimise towards clicks that turn into pipeline. It is one of the biggest improvements available to B2B advertisers.
Which CRMs can you connect?
We regularly work with HubSpot, Salesforce, Pipedrive, Zoho and Microsoft Dynamics, either through native integrations or connectors. If you use a spreadsheet or a less common system, we can set up a scheduled upload. The key requirement is that each lead record keeps its click ID and a clear pipeline stage.
How long before B2B PPC shows results?
Leads can arrive within the first weeks, but judging B2B PPC properly takes longer because deals take time to progress. Expect two to three months before there is enough pipeline data to compare campaigns fairly, and longer for complex sales. We report early indicators, such as qualified lead rate, while the pipeline builds.
How much ad spend does B2B PPC need?
It depends on click costs and deal values. Many B2B Google Ads accounts start sensibly at £1,500 to £3,000 a month, and LinkedIn usually needs a similar amount on its own to produce useful data. Niche sectors with low search volumes can work with less. We model expected costs per qualified lead before you commit.
Should we bid on competitor names?
Sometimes. Competitor terms can bring buyers who are actively comparing, but clicks are often expensive, quality scores low and conversion rates modest. We test them with a dedicated campaign, honest comparison landing pages and a strict budget, then keep them only if they produce qualified leads at a cost you are comfortable with.
Can you work with our sales team?
Yes, and it helps. We agree what a qualified lead looks like with sales, add the fields needed to the CRM and review lead quality with them monthly. When sales and marketing trust the same numbers, budget decisions get much easier and arguments about lead quality become shorter.
Works well with
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