Four channels, one funnel
Most B2B teams running multiple paid channels have four accounts, four audiences, four definitions of a lead, and a monthly report that adds them up. That is four campaigns, not a strategy.
The channels are not interchangeable and they should not be run as if they were. Each one is good at exactly one job in a B2B funnel, and the value is in the handoff between them:
- LinkedIn identifies and warms. The only platform where you can put a specific piece of content in front of a named list of companies filtered by job title, repeatedly. Demand generation lives here.
- Google captures. People already searching for the category. Intent you did not create, converted while it is live.
- Meta retargets cheaply. Once LinkedIn has identified who is engaging, Meta reaches the same people at a CPM several times lower. Frequency without the LinkedIn price.
- Reddit reaches the technical ICP. Developer tools, security, infrastructure and data buyers are in specific communities. Low cost, high relevance, where it applies.
Run by one team off one account list, LinkedIn's engagement data seeds Meta's audiences, website visitors from Google feed LinkedIn's retargeting, and every channel reports against the same conversion. That is the difference between paid media and paid channels.
LinkedIn — the demand engine
Everything starts with a target account list, built from your ICP and segmented by buying signal. LinkedIn is where that list gets warmed: thought leader ads from your founders and senior team, at enough frequency that each person sees several pieces of content several times, across the three content buckets — social proof, product-led, problem-led. Then demand capture on the same list: conversation ads, single image ads to lead gen forms, conversion campaigns.
This is the channel we are known for and the one the other three depend on. The full model is on our LinkedIn Ads page; the UK-specific version is here.
Google Ads — capturing existing intent
Someone searching "LinkedIn ads agency" or "B2B attribution software" has a problem right now. Google is where you meet them. We run search on category and competitor terms, plus Performance Max and remarketing where the account supports it, with conversion tracking wired to the same CRM events LinkedIn reports against.
Two honest caveats. Google is intensely competitive in B2B, and AI summaries are absorbing a growing share of clicks on informational queries — so we concentrate budget on high-intent commercial terms and treat Google as a capture channel, not a demand engine. And Google traffic feeds LinkedIn: every visitor from a Google click enters the LinkedIn website-retargeting pool, which is where they see the founder content that closes them.
Meta — cheap frequency on a warm audience
Meta does not find B2B buyers cold; job-title targeting there is a guess. What it does exceptionally well is keep a warm audience warm at a CPM a fraction of LinkedIn's. We build Meta audiences from LinkedIn engagement exports, website visitors and CRM lists, then run retargeting and lookalikes against them. The person who liked a thought leader ad on Tuesday sees the case study on Instagram on Thursday, and it cost a tenth of what the same impression costs on LinkedIn.
Meta is where a limited budget stretches furthest once LinkedIn has done the targeting. It is also where video creative built for LinkedIn gets a second life.
Reddit — where the technical buyer actually is
If your ICP is developers, security engineers, data teams or infrastructure buyers, they are in specific subreddits and they are not on LinkedIn every day. Reddit's community and interest targeting reaches them with the relevance those audiences demand, at low cost, and a well-placed promoted post in the right subreddit builds credibility that a feed ad cannot.
It is a secondary channel for a general B2B SaaS audience, and we say so. We include Reddit in the plan where the ICP is on Reddit, and leave it out where it is not.
How it is staffed
One paid media specialist owns the whole programme — the account list, the budget split, the creative system, the report — and is the person you talk to. Behind them sit platform specialists for LinkedIn, Google, Meta and Reddit who build and optimise inside each platform. The owner decides how budget moves between channels; the specialists make each channel perform.
That is the structure that stops the channels drifting apart. Four separate specialists with no owner is four accounts again. One generalist with no specialists is four channels run at the depth of one. And we run the channels that make sense for your ICP, not all four by default — Reddit is in the plan where your buyers are on Reddit, and left out where they are not.
What the channels share
- One account list. Built once from your ICP and signals, uploaded to every platform as a matched audience where supported. The same companies, everywhere.
- One creative system. Concepts developed for LinkedIn's thought leader ads adapted to each channel's format, so the message is consistent and production is not quadrupled.
- Cross-channel retargeting. LinkedIn engagers → Meta audiences. Google visitors → LinkedIn retargeting pools. Every channel's warm audience is every other channel's target.
- One conversion definition. Every platform's tracking points at the same CRM events — demo booked, opportunity created — so a lead means the same thing regardless of where it came from.
- One report. Influenced pipeline by account, not last-touch by channel. The whole point of running channels together is that no single touch deserves the credit.
What we measure
- Landing page clicks, not clicks — on every channel, but especially LinkedIn, where
clickscounts likes and profile views and overstates traffic by a wide margin. - Lead form submissions, not opens. Only a submission is a lead.
- Cost per landing page click and cost per lead by channel, side by side, so the role each channel plays is visible in its economics — LinkedIn will be dearest per click and cheapest per qualified lead; Meta the reverse.
- Penetration and frequency on the target list across all channels combined — the honest measure of whether the warm layer is reaching anyone.
- Influenced pipeline and revenue by account where a CRM is connected.
The reasoning behind the metric standard is in what a good LinkedIn Ads CTR actually is.
What is included
Every Kiin tier includes the same operating layer; Full Paid Media applies it across four channels:
- Full-funnel strategy and account architecture across LinkedIn, Google, Meta and Reddit
- Campaign setup, build and ongoing management on all four
- Creative production and ad copywriting, adapted per channel
- Thought leader ads content and management
- Audience and persona profiling, shared across platforms
- Influenced pipeline attribution where a CRM is connected
- Reporting dashboard, plus bi-weekly strategy calls
- The eight-layer account audit, run monthly
Add-ons on any tier: thought leader ads content at $1,000/month, dedicated landing pages at $2,000/month, design at $100/hour.
Pricing
$5,500 a month, about £4,100, published on the pricing page. Ad spend is separate, paid directly to each platform on your own accounts — you own the accounts, the data and the history — and never marked up.
Plan on roughly $4,000 a month on LinkedIn for a genuine full-funnel programme, plus the Google, Meta and Reddit budgets the plan calls for. A realistic all-in starting point for the full tier is $10,000 to $12,000 a month including fees. If media budget is below that, the LinkedIn Ads tier at $2,500 is the better starting point; add channels when spend supports them.
Need outbound as well? Full Demand Generation at $9,500 adds the GTM outbound layer and founder content on top of everything here.
Who this is for
B2B SaaS companies already spending on more than one paid channel, or ready to, where LinkedIn is — or should be — the primary channel. Sales-led, ACV above £5,000, buying committees of more than one. Cybersecurity, fintech, martech, HR tech and developer tools are where we spend most of our time.
A poor fit if you sell self-serve at low ACV, if Google is your only channel and it is working, or if media budget cannot support LinkedIn at $4,000 a month plus at least one other channel. In that case start with one channel done properly.
Why Kiin
- Three ex-LinkedIn Marketing Solutions employees on an eight-person team — the channel the others depend on is the one we know from the inside.
- One team, one dataset. The channels only compound when whoever runs LinkedIn also runs Google, Meta and Reddit and the audiences flow between them.
- LinkedIn Agency Partner with Marketing API Standard tier, and our own LinkedIn Ads MCP server benchmarking against 1,000+ connected accounts.
- Published pricing and no markup on media.
Frequently asked questions
What does a B2B paid media agency do?
Plans, builds and runs paid campaigns across the channels where B2B buyers actually are — LinkedIn, Google, Meta and increasingly Reddit — as one funnel rather than four separate accounts. The job is to make the channels share an audience and a reporting standard, so LinkedIn creates demand, Google captures it, and Meta and Reddit keep the warmed audience seeing you at a fraction of LinkedIn's CPM.
How much does a B2B paid media agency cost?
Kiin's Full Paid Media tier is $5,500 a month, about £4,100, published. Ad spend is separate and paid directly to each platform on your own accounts, never marked up. Most UK B2B paid media agencies quote £3,000 to £8,000 a month or a percentage of spend, and do not publish rates.
Does Meta advertising work for B2B?
Yes, in a specific role. Meta is not where you find a B2B buyer cold; it is where you keep one warm at a low CPM once LinkedIn has identified them. Seed Meta audiences from LinkedIn engagement and website visitors and it becomes the cheapest retargeting frequency in the stack. Run it cold with job-title guesses and it wastes budget.
Is Reddit worth including in a B2B paid media programme?
For the right ICP. Developer tools, security, infrastructure and data products have buyers in specific subreddits, and Reddit's community targeting reaches them at low cost with high relevance. For a general B2B SaaS audience it is a secondary channel. We include it where the ICP is on Reddit and leave it out where it is not.
What minimum ad budget do you need for full paid media?
Around $4,000 a month on LinkedIn for a genuine full-funnel test, plus whatever Google, Meta and Reddit budgets the plan calls for. Below roughly $2,500 on LinkedIn you cannot run top, middle and bottom of funnel at once. A realistic all-in starting point for the full tier is $10,000 to $12,000 a month including fees.
Why not use separate agencies for LinkedIn and Google?
Because the value is in the handoff. LinkedIn identifies who is warming up; Google captures them when they search; Meta and Reddit retarget them cheaply. Split across agencies, each channel keeps its own audience and its own definition of a lead, and the compounding never happens. One team, one account list, one metric standard.