B2B Lead Generation Agency

What we do

Demand capture

Google Ads and LinkedIn conversion campaigns aimed at people already looking. This is the cheapest pipeline you will ever buy and it should be saturated before anything else runs.

Demand creation

Thought leader ads and content distribution against a named account list, so the people searching next quarter have heard of you.

Lead gen forms and conversation ads

Where the offer suits an in platform conversion. Our panel puts the median LinkedIn content offer lead at $169 and the median demo request at $350, and we will tell you which one your offer actually is.

Signal based outbound

Engagement data from the ads becomes the outbound list, so the people your SDRs contact have already seen you. Cold outbound is the third tier, not the first.

Who we work with

B2B companies roughly 50 to 200 people, London based and working across the UK, EU and US. The common thread is that the constraint is distribution rather than product: you have something people want and not enough of the right people know. If you cannot yet name the companies you want as customers, we will say so and fix that first, because everything downstream depends on it.

What is actually different about how we run this

The honest version of what separates lead generation agencies is what they count. Our panel of 1,000+ advertiser accounts shows a median cost per lead of $169 for a content offer and $350 for a demo request, which are different products sold under the same word. An agency reporting a blended cost per lead will always drift toward the cheaper one, because that is what makes the report look good, and two years later the pipeline is built entirely from people who were going to buy anyway.

We report them as separate lines with separate conversion rates, and we measure landing page clicks rather than LinkedIn’s default click field, which counts likes, comments and profile views and overstates traffic by three to ten times. The full method and every figure is published in the LinkedIn Ads Benchmarks.

Lead generation, demand generation or demand capture?

The words get used interchangeably and they are not the same thing. Demand capture converts people already looking: search ads, comparison pages, branded terms. Demand creation makes people aware they have the problem, which is what LinkedIn is for. Lead generation is the mechanism that collects contact details from either, and it is the layer most agencies sell because it is the easiest to show a number for.

If your category already has search volume, buy capture first and do not let anyone sell you awareness until you are harvesting everything Google will give you. If it does not, capture has nothing to harvest and creation is the only route. Most briefs need both, sequenced. More on the distinction in demand generation versus demand capture and our demand generation service.

What a B2B lead actually costs

Published from our own panel rather than a vendor report: 1,000+ advertiser accounts, 22,000+ campaigns and $58.1M of spend in the twelve months to 7 September 2026. Medians across advertiser accounts, never pooled totals, LinkedIn Audience Network excluded.

Read the two columns as separate products, because they are. Manufacturing is the only sector in the panel where the demo costs less than the whitepaper. Healthcare is the most extreme the other way, at $722 against $90. An agency quoting you a single blended cost per lead is averaging those into a number that describes nobody. Full tables by industry, seniority, company size and offer type: LinkedIn Ads Benchmarks 2026.

How we work

Weeks 1 to 2. We audit what exists using the eight layer diagnostic, agree the ICP and build the target account list.

Weeks 3 to 6. Full funnel goes live: demand creation against the account list, retargeting segmented by engagement depth, conversion campaigns underneath. Tracking gets rebuilt properly, because it is broken on roughly half the accounts we inherit.

Week 6 onward. Engagement data starts feeding outbound. This is where the compounding begins and it is why month four looks different from month one.

What usually goes wrong

Counting leads instead of pipeline

A lead is only worth what it converts to. Our panel puts a content offer lead at a $169 median and a demo request at $350, and the cheap one converts far worse. Any agency reporting a blended cost per lead will drift toward the cheap one every quarter, because that is what makes the report improve.

Buying the form fill that sales will not call

Lead gen forms pre fill from the LinkedIn profile, which is excellent for submission rates and questionable for intent. They are the right tool for a low commitment content offer and the wrong one for a demo. If your sales team says the leads are rubbish, this is usually why, and it is a design decision rather than a targeting failure.

Starting with cold outbound

Cold is the third tier. Engagement data from the ads tells you which companies are interacting with your content and in what role, and that list converts several times better than a cold one. Teams that start with cold outbound because it feels faster spend six months learning this.

Pricing

Flat monthly management fee, ad spend separate. No setup fees, no long lock ins, no line item invoicing for every asset. We charge flat deliberately: a percentage of spend pays your agency more for spending more, which is a poor incentive to hand someone managing your budget. Full detail in what a LinkedIn Ads agency costs.

Results and clients

Across the client base: 1,700+ demos booked, $23M+ in pipeline and an average 33× return on ad spend. Individual accounts vary considerably, and anyone quoting you a single ROAS number as a promise is quoting an average rather than a forecast.

Named clients include Lead Forensics, Sova Assessment, Giga Energy, Huq Industries, Credit Logic, MarketerHire and Fibbler. Sam Burns, Head of Marketing at Giga Energy, on seven months of work: “They’ve 9x’d the number of deals in the pipeline directly from LinkedIn and Google.” Kirsty Dawe, CMO at Lead Forensics: “We launched LinkedIn, Google, and Meta together and are now exploring GTM outbound with them as well. It genuinely feels like they’re part of the team.”

The team

Eight people, London based, working across the UK, EU and US. Three came from LinkedIn Marketing Solutions. You can see who they all are on the about page. There are no account managers you meet once and never speak to again, and the person auditing your account is the person running it. Kiin was founded by Phil Ilic, who has run LinkedIn Ads and nothing else for seven years across 200+ accounts.

Frequently asked questions

How much does a B2B lead generation agency cost?

Ours is $2,500 to $9,500 a month on a flat fee, published above, with ad spend separate. The wider market runs roughly $3,000 to $12,000 a month on retainer, or 10 to 20% of ad spend. Below about $5,000 a month in media you are buying one layer of the funnel and it should be the capture layer.

What is a realistic cost per lead in B2B?

It depends entirely on which product you mean. Across 1,000+ advertiser accounts our median is $169 for a content offer lead and $350 for a demo request. By industry the spread is wide: $81 for a software development content lead, $262 for a manufacturing one. The figures and method are published in full on our benchmarks page.

Do you guarantee a number of leads?

No, and be careful with anyone who does. A lead guarantee is only meetable by lowering the bar on what counts as a lead, which is how agencies end up delivering volume that sales will not work. We commit to delivery, reporting and the diagnostic process, and we publish the panel medians so you can judge what good looks like before you sign.

How quickly will we see leads?

Capture campaigns aimed at people already searching can produce inside a month. Demand creation takes one full sales cycle before it shows in the CRM, typically three to six months, and it appears as branded search and direct traffic rather than as ad clicks. Judge month one on delivery and cost per landing page click.

Do you do cold outbound?

Third, and only off warm signals where possible. Engagement data from the ads tells us which companies are interacting with your content and in what role, and that list is worth many times a cold one. Pure cold outbound is declining and we treat it as the lowest priority tier rather than the product.

What do you report?

Influenced pipeline by account in HubSpot or Salesforce. Landing page clicks rather than LinkedIn's default click field. Content offers and demo requests as separate lines. And a self reported attribution field on your booking form, which is the most underused measurement method in B2B and the cheapest to add.

Related reading

• B2B Demand Generation Agency
• B2B Paid Media Agency
• GTM and Signal Based Outbound
• LinkedIn Ads Benchmarks 2026
• 17 Best B2B Demand Generation Agencies (2026)