Disclosure and methodology
Kiin is on this list and publishes it. Every fact about another agency was read from that agency's own site on 18 September 2026; where something is not stated, the entry says so. Nothing here is paid placement.
Scored on: B2B focus · brand vs non-brand reporting and CRM conversion import · whether LinkedIn is run alongside search · stage and budget served, including six-figure monthly accounts · pricing transparency · verifiable client results. Not scored on: size, awards, design.
What B2B Google Ads needs that consumer search does not
A B2B account has low keyword volume, a conversion that is worth nothing until sales qualifies it, and a buyer who usually saw the brand somewhere else first. So the three questions that separate a B2B Google Ads agency from a search agency with B2B clients are: what conversion does it optimise to (CRM-qualified pipeline, or form fills), are brand and non-brand reported separately (or does brand hide the waste), and who runs the LinkedIn that creates the search demand in the first place. The list is ordered by how clearly each agency answers those, then by scale; the large-budget section below covers what changes above $50,000 a month. The UK-only view is best B2B PPC agencies UK; the SaaS view best SaaS PPC agencies; the LinkedIn side best LinkedIn ads agencies.
What search captures, and what has to create it first
Google Ads is a demand capture channel. It harvests intent that already exists. The question every B2B company eventually hits is what happens when the existing intent runs out, and the honest answer is that something upstream has to manufacture more of it. These are the measured economics of that upstream layer.
| Objective | CPM | Landing page CTR | Cost per landing page click | Cost per lead | Accounts |
|---|---|---|---|---|---|
| Website visits | $39.96 | 0.36% | $11.66 | — | 591 |
| Website conversions | $65.17 | 0.45% | $15.28 | — | 181 |
| Engagement | $59.44 | 0.25% | $28.48 | — | 582 |
| Brand awareness | $46.10 | 0.10% | $52.69 | — | 327 |
| Video views | $43.81 | 0.04% | $103.86 | — | 210 |
| Lead generation form | $131.27 | 0.01% | $1,359 | $177 | 166 |
- Buying traffic costs $11.66 a click on the website visits objective and $52.69 on brand awareness. A 352% difference set by a dropdown. Most accounts that report expensive demand generation are running the wrong objective, not the wrong channel.
- In-platform lead forms produce the cheapest leads measured at $177, across 159 accounts, and a meaningless $1,359 cost per landing page click because the conversion never becomes a website visit. Never compare a form campaign to a search campaign on cost per click.
- The engagement objective is the second most used, on 582 accounts, at $28.48 a click. It buys attention rather than traffic. That is a legitimate job for the top of a funnel and a disaster when reported as if it were search performance.
Source: Kiin Intelligence panel. 1,000+ advertiser accounts, 22,942 campaigns and $79 million of measured LinkedIn spend across 1.34 billion impressions in the twelve months to 7 September 2026. Medians across advertiser accounts, never pooled totals. LinkedIn Audience Network delivery excluded. An account count sits beside every figure, and anything built on fewer than about ten accounts is a direction rather than a number. Fuller tables and method: LinkedIn Ads Benchmarks 2026.
Why your cost per demo and your cost per click disagree
This applies to any paid channel, search included. Across 119 advertiser accounts with real booking data, split into quartiles by cost per booking:
| Accounts grouped by cost per booking | Cost per booking | Cost per landing page click | Bookings per 100 landing page clicks |
|---|---|---|---|
| Cheapest quartile | $269 | $25.22 | 8.9 |
| Dearest quartile | $32,653 | $37.62 | 0.1 |
| The gap | 121 times | 1.5 times | 72 times |
- The cheapest quartile pays $269 for a booking, the dearest $32,653. Their traffic costs almost the same, $25.22 against $37.62. What differs is bookings per 100 landing page clicks: 8.9 against 0.1.
- Conversion rate explains 72 times of the gap. Traffic price explains 1.5. A Google Ads agency optimising quality score and bid strategy is working on the 1.5.
- Ask who owns the landing page. If your search agency hands over traffic and someone else owns the page, nobody owns the number that matters, and you will spend a year improving cost per click while pipeline stays flat.
The metric that makes every channel look better than it is
One check before you compare any two agencies on a reported number: ask which click field it uses. In our panel the median total click through rate is 4.56% and the median landing page click through rate is 0.46%, so roughly nine in ten clicks the platform reports never reach the website. They are reactions, comment expansions and profile visits. An agency reporting the default field has been overstating traffic by about tenfold, usually without intending to, and there is no fix except changing the field and re-baselining everything you thought you knew.
The agencies
1. Kiin — best for B2B Google Ads run to CRM-qualified pipeline, on its own or alongside LinkedIn, at any budget from $4,000 to $300,000+ a month
Kiin runs Google Ads the way B2B needs it run: as the channel that captures the demand LinkedIn created, optimised to CRM-qualified pipeline rather than form fills, with brand and non-brand never mixed in one number. The team came out of LinkedIn Marketing Solutions, so the two channels are run by one specialist off one account list, and the largest accounts spend hundreds of thousands a month across both; fees step up by spend tier rather than as a percentage, so the fee at $200,000 a month is a fraction of a 15% agency. Every account is benchmarked against 1,000+ connected accounts through Kiin Intelligence.
Tradeoff: we wrote this list; and our Google-only tier ($2,500 a month) is run by the same team that runs LinkedIn, so the advice will always include when to add demand creation. A company that wants a search-only shop with no view on the rest of the funnel should pick Getuplead or Lever Digital.
2. Getuplead — best for a fixed-fee SaaS PPC specialist with no minimum spend
Kamel Ben Yacoub and Katia González's agency works only with B2B SaaS and tech, staffs accounts with senior specialists rather than juniors, and is unusually clear on terms: fixed monthly fee, no long-term contract, no minimum ad spend. Named clients include Adobe, Siemens, Snowflake, NTT Data and Software AG; 5.0 on Clutch. The most straightforward commercial terms on this list.
Tradeoff: the fee itself is not published, and "no minimum spend" does not make a $2,000-a-month category budget produce learnings any faster.
3. Lever Digital — best for UK B2B SaaS paid acquisition with senior specialists and no fixed-term contract
Lever's pitch is senior people and a month-to-month relationship. The Uplisting case is the one to read, a four-year engagement from early stage to a business doubling revenue year on year, with a 5x increase in free trials a month, and Sprintlaw went from a loss-making Google Ads account to its leading new-business channel.
Tradeoff: the site describes paid search and paid acquisition broadly; LinkedIn is not called out as a specialism, and there is no pricing.
4. KlientBoost — best for LinkedIn Ads with published starting fees and goal-based accountability
Unusually transparent for a US agency: the free plan comes with a fee against each recommendation, the Q2 goal-hit rate is published, and the LinkedIn playbook it gives away covers the right things (list-based targeting, frequency, thought leader ads, conversation ads). The fit is a growth-stage company that wants an accountable generalist across Google, LinkedIn and CRO.
Tradeoff: a large multi-channel agency; LinkedIn is one line on the plan, not the specialism.
5. AdConversion — best for B2B SaaS teams spending $25k+ a month who want media, creative and CRO priced by the line
The most transparent pricing page in the US LinkedIn agency market, and the only one that lets you buy media, creative and CRO as separate lines. The education arm means the team explains what it does, which suits an in-house marketer who wants to keep learning. The fit is a B2B SaaS company already at $25,000 a month in spend that wants a full performance stack rather than a LinkedIn specialist.
Tradeoff: the $8,600 starting fee is for $25k+ spend accounts; under that you are routed to the $2,500 AI-monitoring product, which is software plus coaching, not a managed account.
6. Powered by Search — best for paid search inside a full B2B SaaS demand-gen programme
Positions on pipeline rather than leads, with a stated guarantee, 30% more sales-ready opportunities in 90 days, and runs paid search as one lever in a programme that includes SEO, ABM and HubSpot operations. Named clients include Elastic, Basecamp, Varonis and SentinelOne, with published pipeline figures per case. The right shape if paid search is one of four things you need fixed.
Tradeoff: if you only want Google Ads run well, you are buying a programme. Pricing and minimums are not stated.
7. Hey Digital — best for B2B SaaS paid media with creative and landing pages in-house
Runs every major B2B paid channel and, unusually, builds the creative and landing pages that the channels need. Published results: PostHog +18.5% cloud conversion and −17% CPA; Toggl −52% spend and +159% deal value. Treats Reddit and YouTube as first-class rather than experimental.
Tradeoff: no location on the site and no pricing; measurement method is less visible than execution breadth.
8. Hallam — best for B2B PPC inside a brand-and-performance agency
One of the few UK agencies that says "B2B" on the front door and means it: the client list is SaaS and enterprise software, the community it runs is for B2B marketers, and paid media sits next to brand and creative rather than in a silo. The fit is a B2B company that wants search and paid social run by people who also understand positioning.
Tradeoff: full-service by design; if you only want a PPC specialist and nothing else, you are paying for breadth you will not use.
9. Holini — best for senior-only PPC and analytics for B2B companies spending $10k+ a month
Holini's process starts with a read-only audit of the ad accounts and GA4 before any proposal, and the stated question it answers is "what is holding your PPC back from growing qualified pipeline while keeping CAC under control." Case studies quote client revenue and funding rather than vanity metrics, and one CMO credits it with "the highest MQL numbers in Google Ads history" for DeskTime. Senior-only team, no juniors.
Tradeoff: PPC and analytics first; LinkedIn is run, but the positioning is search-led, so a LinkedIn-first demand programme is not the strength. No published fee.
10. Directive — best for LinkedIn Ads inside a large US B2B performance agency
The biggest B2B-only performance agency on this page, with the R&D budget and vertical playbooks that come with 100 strategists. LinkedIn is run as part of a paid media programme alongside Google and programmatic, and the "pipeline not MQLs" positioning is the right one. The fit is a funded or public B2B company that wants scale and process.
Tradeoff: scale cuts both ways; a $10k-a-month LinkedIn account will not get the agency's best people.
11. Circus PPC — best for a Google Premier Partner PPC specialist with 20 years in paid media
A pure paid-media specialist rather than a B2B agency, with the Premier Partner status and audit practice that come from running a lot of Google Ads accounts for a long time. The fit is a company whose paid programme is mostly search and shopping and wants a specialist rather than a full-service partner.
Tradeoff: no stated B2B practice and LinkedIn is not on the services list; a SaaS company will be one client type among many.
12. The Rubicon Agency — best for PPC for technology brands with complex buying journeys
A technology marketing agency where ABM is one lever among proposition, content, events and demand, which suits vendors whose target accounts need the whole story told, not just an ad. The client list (AT&T, Cisco, Wipro) says enterprise and channel.
Tradeoff: ABM is a service line, not the specialism; ask specifically who on the team has run a named-account programme end to end.
13. Brainlabs — best for large-budget, multi-market media with published pricing principles
Brainlabs is the scaled option: a global media agency with an experimentation culture and a stated transparency policy on fees and media. B2B SaaS is one sector among six.
Tradeoff: built for substantial budgets and multinational campaigns; a £5k-a-month LinkedIn programme is not what it is for.
14. Found — best for London performance agency across search, social and AI discovery
Found is a full-service performance agency with a specific point of view on discovery, that search now includes social and AI answers, and the awards and partner status to match. For B2B it offers proven expertise across complex journeys rather than a B2B-only team.
Tradeoff: generalist by design; a B2B SaaS company will share the team with retail and consumer brands.
15. Ginger Digital — best for UK SMEs that want Google and LinkedIn from one small team
A Berkshire PPC agency running Google, YouTube, Bing and LinkedIn with video production in-house; Fujitsu, BSI Group, Korn Ferry and Hampshire Trust Bank named. The lowest budget guidance on this list, and the only UK-based entry.
Tradeoff: at £500-£2,000 a month you are testing one channel, not running a programme. Right for a UK SME; wrong for a SaaS company that needs LinkedIn, retargeting and conversion layers together.
Side by side
| Agency | HQ | B2B focus | Google Ads | Other channels | Published pricing | Named clients |
|---|---|---|---|---|---|---|
| Kiin | London (US, UK, EU clients) | B2B SaaS and B2B only | Core, run with LinkedIn | LinkedIn (incl. CTV), Meta, Reddit; outbound | $2,500 Google-only / $5,500 / $9,500 a month, published; stepped tiers above $10,000 media per platform | Lead Forensics, Sova Assessment, MarketerHire |
| Getuplead | Remote (EU/US) | SaaS and tech only | Core; Google + Microsoft Partner | LinkedIn, Reddit, Bing | Fixed fee, not published; no minimum spend | Adobe, Siemens, Snowflake, NTT Data |
| Lever Digital | UK | SaaS and lead gen | Core; Google Partner | Microsoft, LinkedIn, paid social | No; no fixed-term contracts | Uplisting, Sprintlaw |
| KlientBoost | California | Any B2B | Core; CRO | LinkedIn, Meta, SEO, email | Indicative ($3,000 to $7,500/mo lines) | 405 Clutch reviews |
| AdConversion | US | B2B SaaS only | Core | LinkedIn, Meta, creative, CRO, RevOps | From $8,600/mo, published | Not named |
| Powered by Search | Toronto | B2B SaaS | Core | SEO, content, demand gen | No | TouchBistro, Projul |
| Hey Digital | Estonia | B2B SaaS only | Core | LinkedIn, Meta, Reddit, YouTube; landing pages | No | 200+ SaaS |
| Hallam | Nottingham, UK | Stated B2B focus | Core | LinkedIn, programmatic, SEO, brand | No | Lattice, Workbooks |
| Holini | Estonia | B2B, $10k+/mo PPC | Core | LinkedIn, Microsoft, GA4/BI | No | Veriff, DeskTime, Zebra BI |
| Directive | Irvine, CA | B2B, mid-market and enterprise | Core | LinkedIn, programmatic, creative, RevOps | No | 420+ brands |
| Circus PPC | UK | Not a stated focus | Core; Google Premier Partner | Microsoft, Meta, Amazon | No | Not named |
| The Rubicon Agency | Essex, UK | Tech only | Yes | SEO, email, CRO, ABM | No | AT&T, Cisco, Five9 |
| Brainlabs | London / global | One sector of many | Core, large scale | Meta, LinkedIn, programmatic | Transparent policy, not published | Not named |
| Found | London | Practice within a generalist | Core; Google Premier Partner | Meta, LinkedIn, SEO | No | Toolstation |
| Ginger Digital | Berkshire, UK | UK SMEs | Core | LinkedIn, YouTube, Bing, video | £500 to £2,000/mo guidance | Not named |
By stage, budget, channel and reporting
| Agency | Stage served | Budget floor | Channels | Reporting standard |
|---|---|---|---|---|
| Kiin | Seed to Series C and enterprise, sales-led B2B SaaS and B2B; $6,500+ ACV, 3 to 9 month cycles | $4,000 to $300,000+ a month media; fee from $2,500 to $9,500, published (covers up to $10,000 a month media per platform; stepped tiers above) | LinkedIn (thought leader, conversation, lead gen forms, LinkedIn CTV), Google, Meta, Reddit; signal-based outbound | Landing page clicks and pipeline in HubSpot or Salesforce; benchmarked against 1,000+ accounts |
| Lever Digital | SaaS and lead gen, growth-stage | Not stated; no fixed-term contracts | Google, Microsoft, LinkedIn, paid social | Pipeline, per its case studies |
| KlientBoost | Growth-stage, any B2B | $5,000+ a month media; 3 to 6 month term | Google, LinkedIn, CRO, SEO, email | Goal-based; free resources if pacing behind |
| Hey Digital | B2B SaaS, stage not stated | Not stated | Google, Bing, LinkedIn, Meta, Reddit, YouTube; video | Not stated |
| Holini | B2B investing $10k+ a month in PPC | $10,000+ a month media | Google, LinkedIn, Microsoft | GA4 and CRM-connected analytics |
| Directive | Mid-market and enterprise B2B | Enterprise; not published | Paid media, programmatic, creative, content, RevOps | Pipeline, not MQLs |
| Ginger Digital | UK SMEs | £500 to £2,000 a month guidance | LinkedIn, Google, YouTube, Bing, paid social | Not stated |
Large budgets: $50,000 to $300,000+ a month on Google
At six figures a month the problems change. Smart bidding has enough conversions to learn, so the edge moves to what it learns from: offline conversion import from the CRM so it optimises to qualified pipeline rather than form fills; brand, non-brand, competitor and generic split into separate budgets and reports so brand spend never hides non-brand waste; and a percentage-of-spend fee becomes the largest line in the agency invoice, which is why the agencies that price by stepped tier or flat fee rather than percentage matter more here, not less. Agencies on this page that state or demonstrate accounts at this size: Kiin (flat fee, accounts into the hundreds of thousands a month across Google and LinkedIn, CRM-level tracking, brand and non-brand reported separately), Directive, Refine Labs (Series B+, $50M+ ARR), Brainlabs and Found (enterprise search scale), Lever Digital and Circus PPC (Google Premier Partners), AdConversion ($25,000+ a month in spend). Ask each for a Google account above $100,000 a month you can look at, and for the fee as a percentage of that spend.
PPC, SEM, paid search: the same thing, and what buyers actually mean
Three words for one activity, and the differences are mostly historical. PPC (pay per click) describes the pricing model. SEM (search engine marketing) describes the channel. Paid search is the plain-English version most in-house teams now use. All three mean buying placement on a search engine, almost always Google with Microsoft Ads as a secondary.
What matters is the second half of the question buyers ask, which is almost never about search alone: “a B2B search engine marketing agency for lead generation across paid search and paid social”. Nobody in B2B is buying search in isolation, because search on its own only captures demand that already exists.
Why B2B needs paid search and paid social together
Search captures existing demand. Social creates it. Run only search in a category where nobody is searching yet and you will conclude the category has no demand; run only social and you will create demand that a competitor harvests on the search term.
The practical version for a B2B programme:
- Paid social (LinkedIn first) creates the demand and builds the retargeting pool against a named account list. It is dearest per click and cheapest per qualified lead.
- Paid search captures it, including the branded and category searches your social spend caused. Cheapest per click, and it will take the last-click credit for pipeline the social layer created.
- Meta and Reddit hold frequency on the warm list between flights, at a fraction of LinkedIn’s CPM.
- One pipeline number across all of it, in the CRM. If the two halves are reported as separate cost-per-lead columns, the search column always looks better and the social budget gets cut — which removes the demand search was capturing.
The test when you brief an agency: ask how a lead that converted on a branded search is credited to the campaign that made the person search. An agency that only runs search cannot answer it, and an agency that runs both but reports them separately will not.
What letting the platform set your bid costs
Automated bidding is the default on both Google and LinkedIn, and on the paid social side we can measure exactly what the default costs.
| Bid approach | Cost per click, indexed |
|---|---|
| Manual bid | 100 |
| Maximum delivery (platform sets the bid) | 203 |
Letting maximum delivery set the bid costs +103% per click. The platform is optimising for spend pacing, not for your cost per outcome, and the two are not the same objective. Any agency running your paid social on maximum delivery should be able to say why. The same instinct applies to broad match and automated bidding on the search side: the default is built for the platform, not for you.
What a demo costs, by what you ask for
Search captures demand that already exists. The number that matters is what the resulting conversation costs.
| What you ask for | Median cost per outcome |
|---|---|
| A call | $342 |
| A demo | $566 |
| A content download (completed form) | $140.49 |
| A landing page click | $14.83 |
Asking for a demo costs 65% more than asking for a call, for the same placement and the same audience. That is not a targeting problem or a bidding problem, it is the price of the commitment you are requesting. If your cost per demo looks bad, the cheapest fix is usually to change the ask before changing the media.
Figures are medians across advertiser accounts from our own panel: 1,000+ advertiser accounts, 22,942 campaigns and $79 million of measured LinkedIn spend across 1.34 billion impressions in the twelve months to 7 September 2026. Never pooled totals. LinkedIn Audience Network delivery excluded.
How to choose
- "What conversion do you bid to?" Qualified pipeline imported from the CRM, or the form.
- "Show me brand and non-brand as two numbers." One blended ROAS is how brand spend hides non-brand waste.
- "Show me a B2B account with under 50 conversions a month, and one over $100,000 a month." Both ends need different skills; ask for both.
- "Who runs LinkedIn?" Search captures demand; something has to create it.
- "Is the fee a percentage of spend?" Flat fees on this page: Kiin, AdConversion, Refine Labs; Brainlabs states a no-markup policy.