Pricing and quotation guide
B2B PPC management cost
B2B PPC costs include ad spend paid to Google, LinkedIn or other platforms, and the fee for managing campaigns. The fee reflects how many channels are covered, how much discovery is done to understand your buyers, how much filtering work is needed to keep the wrong searchers out, whether CRM integration is part of the job and how detailed the pipeline reporting is. Because B2B clients can be worth a lot and deals take months, value is judged on cost per qualified lead and per client over quarters, not on cost per click.
This guide covers cost drivers, fee models, set-up, reporting and judging value. No prices are given, because they depend on scope and provider; LetGetGrow sets out the cost for your project in a custom quotation.
Illustrative diagram
What drives B2B PPC cost
- Channels
- Search, LinkedIn or both.
- Discovery
- Understanding buyers and deals.
- Filtering
- Negatives and audience refinement.
- CRM integration
- Recording outcomes by source.
- Reporting
- Pipeline and quarterly reviews.
Costs paid to third parties (separate from our fees)
- Ad spend on each platform
- CRM or integration tools
- Landing page or content work
Ask how the fee changes if a second channel is added.
Scopes compared
| Scope | What it covers | Relative cost |
|---|---|---|
| Search only, one service | Keywords, negatives, monthly report | Lower |
| Search plus LinkedIn test | Two channels, CRM feedback | Moderate |
| Multi-channel programme | Several services and audiences, pipeline reporting | Higher |
Fee models
Fixed monthly fee
Suits you when
- Stable scope
Watch out for
- Channels included
Percentage of spend
Suits you when
- Larger budgets
Watch out for
- Incentive to raise spend
Set-up plus monthly
Suits you when
- CRM and tracking work needed
Watch out for
- What set-up covers
Setting spend
Work out what a client is worth and what share of qualified leads become clients. That gives a ceiling for cost per qualified lead. B2B search volumes can be modest, so spend may be limited by the number of relevant searches rather than by budget.
CRM integration
Connecting ad leads to your CRM and recording outcomes is set-up work that makes every later report meaningful. It may need your CRM administrator or an integration tool. Ask for it to be quoted separately.
Example: reading a quote
Illustrative example — not a client case study
Situation: A software company selling to accountancy firms gets a B2B PPC quote.
- A set-up fee covers tracking demo requests and connecting leads to the CRM with source fields.
- A monthly fee covers search management, with a separately priced LinkedIn test aimed at practice managers.
- Quarterly reviews of pipeline are included; ad spend is paid to each platform.
What this shows: The company could see what each channel would cost to manage. This example is illustrative.
Comparing quotes
Check channels, discovery, filtering work, CRM integration, landing page advice, reporting, quarterly reviews, account ownership and notice periods.
Keeping costs down
Start with one channel, share client profiles and negatives you already know, record lead outcomes consistently and agree quarterly rather than weekly strategic reviews.
Judging value
Add spend and fees for a quarter and divide by qualified leads and clients won from ads. Compare with what a client is worth. A high cost per lead can be good value if those leads close.
Filtering work
B2B accounts need more negative keyword and audience work than many consumer accounts, because so many searches overlap with jobs, training and consumer products. That review time is part of the fee and is what keeps spend on buyers. A lower fee with infrequent search terms reviews may cost more in wasted clicks.
Landing pages
Pages written for business buyers, with clear sector focus, evidence you can support and a demo or consultation form, may need creating or updating. That is design and writing work, usually priced separately from management.
Pipeline reporting
Reports that show qualified leads, opportunities and clients by campaign need CRM data and some analysis each month. They cost more than platform dashboards and are far more useful. Ask whether quarterly reviews are included.
Minimum terms
Given long sales cycles, some managers ask for a minimum period. Agree leading measures and review points within it, so you can judge progress before revenue arrives.
Discovery
Time spent understanding your buyers, deal sizes and sales process at the start shapes keywords, negatives and audiences. It is usually part of the first month's work and is worth not skipping; generic B2B campaigns tend to attract the wrong searchers.
Adding LinkedIn
A LinkedIn test needs its own audience work, creative and often an offer such as a guide. Ask for it to be priced separately from search, with a test budget and a review date, so you can see whether it earns its place.
Questions about B2B PPC management cost
What affects B2B PPC cost?
Channels, discovery, filtering, CRM integration and reporting.
How should B2B budgets be set?
Set from client value and lead-to-client rate.
Is CRM integration included?
Often a separate set-up item.
Does adding LinkedIn cost more?
Yes; ask for it to be priced separately.
How is B2B PPC value judged?
Cost per qualified lead and client over quarters.
Can a high cost per lead be good value?
Yes, if those leads become clients.
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