B2B advertising
B2B PPC management services
B2B PPC management services run paid search, and often LinkedIn, for companies selling to other businesses. The difference between a capable B2B manager and a general one shows in a few places: whether they ask about your buyers, deal sizes and sales cycle before building anything; how hard they work to keep job seekers, students and consumers out of your campaigns; whether they insist on recording lead outcomes in your CRM; and whether they report pipeline rather than clicks. A manager who promises a set number of leads a month without asking what makes a lead valuable may deliver exactly that number of the wrong ones.
Here we cover questions to ask, channel experience, warning signs, deliverables, fees and how to judge results. LetGetGrow sets up and manages Google Ads and LinkedIn Ads, including B2B campaigns, with the scope, management fee and reporting set out in a custom quotation.
Illustrative diagram
- Discovery
- Plan
- Set-up
- Manage
- Report
Questions to ask a B2B PPC manager
| Question | Good answer shows |
|---|---|
| Who do you think our buyers are? | Roles, company types and sizes, from our input |
| How will you keep out the wrong searchers? | Negatives, ad wording and qualifying questions |
| How will you judge lead quality? | Outcomes recorded in our CRM |
| What will monthly reports show? | Qualified leads, opportunities and clients |
| Search, LinkedIn or both? | A reasoned recommendation |
Discovery matters more in B2B
Expect questions about your last few clients: how they found you, who made contact, who decided, how long it took and what the work was worth. The answers shape keywords, negatives, audiences and targets. A manager who skips this is likely to build generic campaigns.
Warning signs
Lead volume guarantees
Quality likely to suffer.
No CRM feedback
Campaigns judged on form fills.
Consumer-style tactics
Discounts and urgency may not suit B2B.
Monthly verdicts on quarterly cycles
Good campaigns cut too soon.
CRM feedback
Agree how lead outcomes will be recorded and shared. Even a simple monthly list of which ad leads became qualified, opportunities or clients lets the manager adjust keywords and audiences towards the ones that bring business.
How an engagement runs
Discovery
Buyers, deals, cycle.
Output: Brief
Plan
Channels, keywords, audiences.
Output: Campaign plan
Set-up
Tracking, forms, CRM link.
Output: Measurable campaigns
Manage
Search terms, audiences, tests.
Output: Change log
Report
Pipeline by campaign.
Output: Quarterly review
Example: agreeing measures
Illustrative example — not a client case study
Situation: A packaging supplier hires a B2B PPC manager.
- Discovery finds most clients are food manufacturers ordering in bulk.
- The manager proposes search ads for bulk packaging terms, negatives for retail and DIY, and a LinkedIn test aimed at procurement roles in food manufacturing.
- Monthly reports show qualified enquiries, with a quarterly review of orders won.
What this shows: Both sides agreed what success meant. This example is illustrative.
What you should receive
Plan
- Buyer profile
- Channel recommendation
Routine
- Search terms and negatives
- Audience adjustments
Reporting
- Qualified leads and pipeline
- Quarterly review
Fees
Fees may be fixed, a percentage of spend or a mix. Ad spend is paid to Google, LinkedIn or Microsoft. Ask whether CRM integration, landing page advice and quarterly reviews are included.
What to share
Share recent client profiles, deal values, sales cycle length, how enquiries are recorded, and any searches or audiences you know are wrong for you.
Experience across channels
Ask which channels the manager works in most for B2B clients. Search and LinkedIn need different skills: keyword and negative work on one, audience definition by role and company on the other. A manager strong in one and newer to the other should say so, and may suggest testing the second carefully.
Landing page advice
Ask whether the manager reviews landing pages for business buyers: whether they say who the service is for, show relevant experience and make the next step clear. Google lists landing page experience among Quality Score components. Making changes may be your web team's job, but advice should be part of the service.
Account ownership
Keep every ad account in your company's name, with the manager given access. Lead data and campaign history are valuable and should stay with you.
Judging the service
After two or three quarters, look at qualified pipeline and clients from paid channels against total cost, and at whether campaigns have been refined from CRM outcomes.
Agreeing a review rhythm
Agree monthly checks on activity and lead quality, and quarterly reviews of pipeline and clients. That stops campaigns being cut before deals have had time to close, while still catching problems early.
Working with your sales team
Ask how the manager will stay in touch with the people who follow up leads. A short monthly conversation about which enquiries were good, which were not and why gives the manager the evidence needed to refine keywords and audiences. Without it, changes are guesswork.
Questions about B2B PPC management services
What makes B2B PPC management different?
Buyer focus, filtering, lead quality and long cycles.
What should a manager ask first?
About your buyers, deals and sales cycle.
Are lead guarantees useful?
Rarely in B2B; quality matters more.
How are results reported?
Qualified leads and pipeline from your CRM.
Should we use LinkedIn too?
Possibly; ask for a reasoned recommendation.
How often should results be reviewed?
Monthly for activity, quarterly for pipeline.
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