Paid Search & Social Campaigns

Most B2B PPC agencies chase keyword volume because it's an easy number to report on. We build campaigns around buying intent instead — separating high-intent, bottom-funnel terms from broader research terms, and structuring bids, ad copy and landing pages differently for each. A search for 'compliance software pricing' deserves a completely different treatment than 'what is regulatory reporting software'.

For finance and fintech clients, this distinction is critical because search volume for niche, regulated products is often low, and wasting budget on loosely related generic terms burns through a limited budget fast. We prioritise precision over reach in these accounts, accepting lower volume for far higher relevance.

For tech companies with broader addressable markets, we build a tiered structure — high-intent campaigns running tightly controlled, always-on, with broader awareness campaigns tested more experimentally and budgeted separately so one doesn't cannibalise the other's performance data.

LinkedIn remains the strongest paid social channel for B2B, particularly for professional services and fintech, where job title, seniority and company size targeting genuinely matter. We build campaigns around specific personas rather than broad industry targeting, because a generic message to 'finance professionals' converts far worse than a specific message to 'heads of finance at 200-500 employee SaaS companies'.

We also use paid social for retargeting website visitors and warming up outbound-sourced contacts before a sales conversation — a use case most agencies underuse because it doesn't show up cleanly in last-click attribution, even though it materially shortens sales cycles.

Creative and copy get treated as seriously as targeting. B2B buyers ignore generic stock-photo ads; specific, credible messaging that speaks to their actual role and problem performs consistently better, and we test messaging variants methodically rather than running one creative for months.

We split budget deliberately across demand capture (high-intent search), demand generation (paid social to net-new audiences) and retargeting, rather than pouring everything into one channel because it has the best last-click numbers. Retargeting in particular is chronically underfunded relative to its actual contribution to pipeline.

For accounts with limited monthly budget — common among growing fintech and professional services firms — we prioritise ruthlessly, usually starting with high-intent search and LinkedIn retargeting before expanding into broader prospecting once we've proven conversion rates.

A paid campaign is only as good as what it sends people to. We coordinate paid search and social work directly with landing page design, ensuring the offer matches search intent and the page is built to convert the specific audience segment the ad targeted, rather than sending all traffic to one generic homepage or contact page.

This alignment is where most PPC-only agencies lose control of results, because they can influence the ad but not the destination. We treat the two as one project.

Every campaign is built with conversion tracking and CRM integration from day one, so we can report on cost per sales-qualified lead and pipeline influenced, not just cost per click. This is set up before launch, using server-side tracking where cookie restrictions make client-side tracking unreliable.

We report monthly against agreed pipeline metrics, with campaign-level detail available for anyone who wants to dig into specific ad groups or audiences. No vanity metrics presented as headline wins.

Paid campaigns degrade without active management — audience fatigue, rising CPCs and platform algorithm changes all erode performance over time. We run a structured testing cadence covering audiences, creative, bidding strategy and landing pages, with a clear hypothesis and success criteria for every test rather than random tweaking.

We also review negative keyword lists, placement exclusions and audience overlaps regularly, since B2B accounts commonly waste 15-30% of budget on avoidable overlap and irrelevant placements that a less hands-on agency simply doesn't catch.