Paid Media & Social Ads

Google and Microsoft paid search capture existing demand — people actively searching for a solution — and remain the highest-intent channel for most B2B categories. LinkedIn and social ads, by contrast, are better suited to building awareness and warming accounts before they start searching, particularly for complex or category-creating products where demand doesn't yet exist as a search term.

We build a channel mix based on where your specific buyer actually spends attention and how they research, rather than defaulting to whichever platform is fashionable. For fintech and professional services, this often means a heavier weighting toward paid search and LinkedIn, with lower-intent social platforms deprioritised unless there's a clear account-based use case.

For clients running account-based marketing, we build paid campaigns targeted at named accounts or defined account tiers rather than broad demographic audiences — using LinkedIn's account targeting, IP-based display retargeting, and intent data layered on top of firmographic filters. This is particularly effective for enterprise software and professional services sales motions where the total addressable account list might be a few hundred companies, not millions of individuals.

Reporting for ABM campaigns is built around account engagement and pipeline influence within the target list, not generic reach or impressions, which are largely meaningless when the audience is deliberately narrow.

B2B decision-makers are experienced at ignoring generic ad creative. We build messaging around specific pain points and proof points relevant to the buyer's role and industry, tested across formats — document ads, thought leadership ads, customer proof, direct offer creative — rather than running a single generic message indefinitely.

For regulated industries, creative goes through the same compliance review as other marketing content, avoiding the common problem of ad copy that gets flagged or pulled after spend has already gone live.

We connect ad platforms to CRM data so budget decisions are based on which campaigns, audiences and creative actually produce sales-qualified leads and opportunities — not which have the lowest cost-per-click. This regularly surfaces counterintuitive findings: a campaign with a higher cost per lead but a much higher lead-to-opportunity conversion rate is usually the better investment, but it's invisible if you're only looking at platform dashboards.

Budget is reallocated on a rolling basis, typically monthly, based on this pipeline-weighted view rather than being locked into a fixed annual split across channels.

Paid traffic sent to a generic homepage or a slow-loading landing page is money wasted. We build or optimise dedicated landing pages for major campaigns, matching message and offer to the specific ad that drove the click, and test page structure for conversion rate rather than assuming the existing site pages are good enough.

Monthly reporting covers spend, cost per opportunity, pipeline generated and channel-level ROI, alongside a clear view of what's changing next sprint and why. We avoid vanity-metric-heavy reports that look impressive but don't help a CMO or CFO decide where to put next quarter's budget.