What does a B2B PPC agency do?

A B2B PPC agency runs paid search for businesses that sell to other businesses, usually across Google Ads and Microsoft Ads. The difference from consumer PPC is the sales cycle: leads take weeks or months to close, and they are not all worth the same. A good B2B PPC agency connects campaigns to your CRM, bids on qualified leads and pipeline rather than form fills, and reports on the revenue paid search creates.

How do you feed lead quality back into Google Ads?

We connect your CRM to Google Ads, either through enhanced conversions for leads or an offline conversion import, and send back the stages a lead reaches, such as qualified, opportunity or closed won, with a value for each. Google Ads matches those back to the original ad interaction, so smart bidding learns which searches produce sales conversations. We set up the same loop in Microsoft Ads where you run it.

Should we bid on qualified leads or closed deals?

It depends on how long your sales cycle is and how many deals you close. Smart bidding needs a steady flow of conversions to learn from, and closed deals in B2B are often too few and too slow to provide it. Many accounts work best bidding on an earlier stage, such as a qualified lead or a booked meeting, valued by how often it turns into revenue, with closed deals tracked for reporting.

Do you run Microsoft Ads for B2B?

Yes, where it reaches your buyers. Microsoft Ads shows ads on Bing and its partner network, and it offers LinkedIn profile targeting, which lets you target or adjust bids by company, industry and job function. Search volumes are usually lower than on Google, so we treat it as a separate test, judge it on the same pipeline numbers and scale it where the cost per opportunity holds up.

How do you report on B2B PPC?

Pipeline first: qualified leads, opportunities and closed revenue from paid search, with cost per opportunity and cost per closed deal alongside spend. Then the indicators behind them, such as search term quality, impression share on priority terms and conversion rates by landing page. You get weekly updates, a real-time dashboard, a shared Slack channel and a monthly review call with the specialist running your account.

B2B PPC Agency Measured On Pipeline

In B2B, a form fill is the start of a sales conversation, not the result. Paid search that counts every lead the same fills your CRM with contacts sales will never close. We run B2B PPC on the numbers your sales and finance teams use: qualified leads, opportunities, pipeline value and cost per closed deal, with lead quality fed back from your CRM into bidding.

Let’s Work Together

Gareth Hoyle

Managing Director

We’ve Helped Dozens Of Great Brands Grow Their Digital Presence Via Search Marketing

Cheap leads are expensive. Pipeline is what counts.

Long sales cycles break the usual paid search model. The platforms see the form submission but not what happened next, so smart bidding learns to find more people who fill in forms, including students, competitors and buyers who will never fit. Cost per lead falls while the pipeline from paid search stays flat.

We close that loop. Lead stages and deal values come back from your CRM into Google Ads and Microsoft Ads, so bidding learns which searches and audiences become opportunities. Marketing and sales look at the same numbers, and budget decisions are made on revenue rather than lead volume.

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Why Choose Us

Senior Specialists. Sales Data In The Loop. Spend Judged On Pipeline.

Built Around Search. Measured on Revenue

Team member in glasses taking notes during strategy meeting

Lead Quality Before Lead Volume

Every B2B account starts with your sales process: what a qualified lead looks like, how long deals take and what they are worth. We map those stages to conversion actions, connect your CRM and set bidding to value the leads that progress. That gives paid search a target your sales director recognises, and gives us a number we are judged against.

Bidding trained on qualified leads, not form fills
CRM stages and deal values fed back into Google Ads
Spend cut on searches that never become deals
Campaigns built around buyer problems and roles
Reporting on pipeline and cost per opportunity
Marketing and sales working from the same numbers

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B2B PPC Management Built Around Your CRM

Featured Work

B2B Paid Search Campaigns That Delivered

Pay Per Click
Driving new sign-ups and re-engaging dormant users for Sentric Music

What B2B PPC Delivers For The Business

The goal is paid search that adds measurable pipeline at a cost per opportunity your sales and finance teams can plan around.

More Qualified Pipeline

Bidding trained on the leads that become opportunities, so paid search adds deals to the pipeline rather than names to a list.

Lower Cost Per Opportunity

Spend cut on searches and audiences that never turn into sales conversations, and moved to the ones that do.

Sales And Marketing Aligned

One set of numbers from the CRM, so both teams agree on what a good lead is and what paid search is worth.

Less Wasted Spend

Job seekers, students, competitors and poor-fit companies filtered out through keywords, negatives, ad copy and audience exclusions.

Visible Through Long Cycles

Remarketing that keeps your brand in front of buying committees while they compare suppliers over weeks or months.

Reporting The Board Will Read

Pipeline, opportunities and cost per closed deal from paid search, alongside spend, in one monthly review with your account lead.

Let's Work Together

Gareth Hoyle

Managing Director

Don’t just take
our word for it

Jamie Evans

Head of E-commerce

“Marketing Signals is our kind of agency: they do what they say they are going to do. The team is responsive and has the ability to pivot onto different priorities throughout the yearly trading cycle. We are well on target to meet our own sales target on the back of their work every single time!”

Rob Hughes

Director, Global SEO

“I've worked with Marketing Signals on a few projects and always had great customer service, fast delivery and reliable quality. Definitely somebody who should be on your potential agency list for any future activity.”

Matthew Miller

Managing Director

“We have been working with Marketing Signals since 2015, after our previous agency had messed up. They helped reduce our average CPC and increase conversions, as well as helping us launch a separate site just for Drug Driving leads. We've never looked back and have referred them to many of our other business contacts.”

Sandra Carosi

Head of Marketing

“As a long-term client of Marketing Signals, I can confidently say their expertise in SEO and PPC is second to none. They deliver consistently good results from SEO and PPC and maintain excellent communication with us.”

David Weaver

Co-founder

“Gareth and the team immediately understood what we were looking for and the type of audience we wanted to attract. Through site changes, content improvements and lots of great PR pieces, we were able to significantly increase the number of leads we got from the organic channel.”

Katie Owen

Founder

“An excellent agency to work with and a perfect choice if you're looking to scale quickly.”

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