B2B PPC Agency

What we do

Google Ads

Search, Performance Max where it earns its place, and YouTube. Built around a real negative keyword discipline and conversion tracking that survives contact with your CRM.

Microsoft Ads

Usually neglected, frequently cheaper, and increasingly the surface that Copilot answers are built on. Worth running for that reason alone.

LinkedIn Ads

The demand engine. Where the search demand you are capturing gets created in the first place, and where our published benchmark data comes from.

Tracking and attribution

Offline conversion imports so Google optimises to qualified pipeline rather than to form fills, plus a self reported attribution field on the booking form.

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 single most common finding when we audit a B2B PPC account is that Google is optimising to the wrong event. Form submissions get imported as conversions, Google finds more people who submit forms, and the account gets very good at producing leads sales will not call. Importing qualified opportunities back from the CRM changes what the algorithm chases, and it is the highest leverage fix in most accounts.

The second is the credit question. A buyer sees a dozen touches over months and converts on a branded search, so last click hands the whole deal to the search campaign and the demand creation layer looks like a cost centre. If you run search and social through separate agencies with separate dashboards, nobody is incentivised to fix that. Our figures for what the social half actually costs are published in the LinkedIn Ads Benchmarks.

B2B PPC, paid search or paid media?

PPC usually means Google and Microsoft search, sometimes with shopping and display attached. Paid search means the same thing more precisely. Paid media is the whole set: search, paid social, programmatic and CTV. The distinction matters when you are hiring, because a PPC specialist and a paid media team solve different problems.

If your category has established search demand and you are simply not capturing all of it, hire PPC and skip the rest. If search volume is flat because nobody knows the category exists, PPC has nothing to harvest and you need the demand creation layer first. We run both, and our paid media service is the wider version of this page. For software specifically, see SaaS PPC.

What paid clicks cost in B2B

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. These are LinkedIn landing page clicks, which is the figure to compare against a Google CPC, not LinkedIn's default click field.

Two things worth noticing before you budget. The cheapest reach on that table produces the most expensive traffic, because a 0.07% click through rate undoes a low CPM entirely. And the spread from cheapest to dearest click is four times, on audiences that all look like reasonable B2B targets. Budgeting a paid social line from a CPM benchmark is how most B2B media plans come up short. Full tables: 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

Optimising to form fills

The most common finding in a B2B PPC audit. Google imports form submissions as the conversion, finds more people who submit forms, and gets very good at producing leads sales will not call. Import qualified opportunities from the CRM instead and the algorithm chases a different person entirely.

Letting last click decide the budget

Search gets the credit for the branded query at the end, so search looks efficient and the demand creation that caused the query looks like waste. Cut the second and the first quietly declines two quarters later, in a channel nobody changed. This is the single most expensive mistake in B2B paid media.

Budgeting paid social from CPM

Wholesale Building Materials has the cheapest reach in our panel and the most expensive traffic, because a 0.07% click through rate undoes the CPM entirely. Budget from cost per landing page click, and get the landing page click figure rather than LinkedIn's default click field, which overstates traffic by three to ten times.

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 PPC agency cost?

Ours is $2,500 to $9,500 a month on a flat fee, published above, with ad spend separate. The market norm is a retainer of roughly $3,000 to $12,000 a month or 10 to 20% of ad spend. We charge flat because a percentage of spend pays your agency more for spending more.

Should we run Google or LinkedIn first?

Google, if your category has search demand. Capture is the cheapest pipeline you will ever buy and it should be saturated before you spend anything creating demand. Check branded and category search volume first. If there is none, LinkedIn is where the demand gets made and search will follow it.

Why are our Google leads poor quality?

Almost always because Google is optimising to form submissions rather than to qualified pipeline. Import closed or qualified opportunities from your CRM as the conversion event and the algorithm starts chasing a different person. That one change fixes more B2B accounts than any amount of keyword work.

Do you run Microsoft Ads?

Yes, and we think it is underrated for B2B. It is frequently cheaper than Google for the same query, and Copilot answers draw on the Bing index, so presence there is worth more than the raw traffic number suggests.

What is a good cost per click in B2B?

On LinkedIn our panel median is $17.54 per landing page click, ranging from $12.91 for building construction to $51.32 for wholesale building materials. Google varies far more by category. The useful number is not cost per click but cost per qualified opportunity, which is why the tracking work matters more than the bidding.

What do you report?

Influenced pipeline by account in the CRM, qualified opportunities rather than form fills, and the split between what capture harvested and what creation seeded. Plus a self reported attribution field on the booking form, because last click will always over credit the search campaign.

Related reading

• SaaS PPC Agency
• B2B Paid Media Agency
• LinkedIn Ads Agency
• LinkedIn Ads Benchmarks 2026
• 14 Best B2B PPC Agencies in the UK (2026)