Our London clients
Two we can name, both running more than one channel with us.
Lead Forensics — B2B website visitor identification software, headquartered at 4 Old Park Lane in Mayfair. We launched LinkedIn, Google and Meta together as one programme and are now extending into GTM outbound. Kirsty Dawe, their CMO:
Sova Assessment — talent assessment and skills-based hiring software, based at Eccleston Square in Pimlico. Nicola Fine:
Both are London B2B SaaS companies selling into multi-stakeholder buying committees over months — sales intelligence and HR tech. That is the shape of company paid media works for, and the shape we are built for.
Four channels, one funnel
Most London paid media agencies run four accounts. We run one funnel that happens to use four platforms, and the difference is who decides, every month, how much moves between them and why.
- LinkedIn — the demand engine. The only platform that targets a B2B buying committee by company and job title at scale. Thought leader ads from your founders and experts to a named account list; retargeting by engagement depth; lead gen forms and conversation ads to capture. Run to the numbers in LinkedIn Ads Benchmarks 2026, which we published.
- Google Ads — capturing existing intent. Category, competitor and comparison terms, structured so branded, non-branded, competitor and generic each get their own budget and report. Exact and phrase match, tight negatives. Search captures the demand LinkedIn creates; on its own it cannot grow past the size of the category.
- Meta — cheap frequency on a warm audience. The people LinkedIn identified, kept warm at a fraction of LinkedIn's CPM. Never cold prospecting for B2B.
- Reddit — where the technical buyer is. Developer, security and data audiences that are on Reddit daily and on LinkedIn rarely. Run where the ICP justifies it, not by default.
All four run off one account list, one creative system and one reporting standard. One paid media specialist owns the programme, the budget split and the report, with platform specialists building inside each channel. The full description is on the B2B paid media agency page.
Paid media in the London B2B market
London is the densest B2B SaaS market in Europe, and that changes three things about how the channels behave.
LinkedIn audiences are small and contested. A London-focused audience of marketing directors at 200–1,000 employee companies is often 10,000 to 25,000 people, and every London B2B advertiser is in the same auction. CPMs run higher than a national campaign and frequency arrives within weeks. The failure mode is not underspending; it is showing the same three creatives to the same 15,000 people forty times. We watch penetration and frequency weekly on London audiences and rotate creative faster.
Google is where the London CPCs bite. Non-branded B2B search terms in the UK run £8 to £40 a click in the categories we work in, and London buyers search the same terms as everyone else — geography barely filters search. That is why Google is the capture layer, sized to the demand LinkedIn and content have created, rather than the engine.
Location targeting is messier than it looks. LinkedIn location comes from profile data, and plenty of people working in London still carry an older profile location. Targeting "London" alone systematically under-reaches. We target Greater London plus the commuter belt, or drop geography and target by company list — which, for most B2B SaaS, is the right answer anyway.
Specialist vs generalist in London
London has excellent generalist paid media agencies — Found, Impression, Bind, Brainlabs, Croud, Journey Further — and for a consumer brand, a retailer or an app, they are the right call: search, social and shopping at scale, with creative and data teams behind them. We compare them properly, including where they beat us, in the best paid media agencies in the UK.
The tradeoff for a B2B company is the channel that matters most. LinkedIn rewards platform-specific knowledge more than Google or Meta do, because so much of what determines performance is invisible in the interface — which Campaign Manager defaults serve LinkedIn's revenue rather than yours, why "clicks" is not traffic, which objective to run on which audience size. Generalist agencies most often run LinkedIn as an add-on to the search team. Kiin has three ex-LinkedIn Marketing Solutions employees on a team of eight, runs only B2B, and publishes the benchmark research the rest of the market quotes.
The honest version of the choice: if you sell to consumers, or if Google is your only channel and it is working, hire a generalist. If you sell to businesses and LinkedIn is — or should be — your primary channel, hire a B2B specialist.
How we work with London companies
Remote-first, with in-person when it is useful. We are at 167-169 Great Portland Street, W1W, central enough that quarterly planning sessions in person are easy for most London clients. Day-to-day is bi-weekly calls and a written monthly report, with a shared dashboard.
The programme starts with an audit of every account you have live against 1,000+ connected accounts, then the account list, then the funnel: LinkedIn demand first, Google capture sized to it, Meta and Reddit on the warmed audience, and from around week six, engagement signals feeding outbound if that is in scope. Measurement is landing page clicks not clicks, form submissions not opens, cost per landing page click and cost per lead by channel side by side, and influenced pipeline by account from your CRM.
The London-specific difference is pacing: more creative in rotation on smaller audiences, faster refresh, frequency read weekly. That is an operational difference, not a positioning one.
Pricing
| Tier | Per month | For |
|---|---|---|
| LinkedIn Ads | $2,500 (~£1,900) | LinkedIn as your primary demand channel |
| Full Paid Media | $5,500 (~£4,100) | LinkedIn, Google Ads, Meta and Reddit as one funnel, one paid media specialist |
| Paid Media + GTM Outbound | $9,500 (~£7,100) | Paid and outbound off one dataset |
Flat monthly fee, published. Ad spend is paid directly to each platform on accounts you own and is never marked up. No setup fee, no long lock-in. Media budget to run all four channels properly starts around £8,000 a month, with LinkedIn at £3,000 or more of it. Most London agencies quote on a call; the range you will hear is £3,000 to £8,000 a month or a percentage of spend.
How agency pricing works and why we do not charge a percentage of spend: what a LinkedIn Ads agency costs. What the media itself costs in the UK: LinkedIn Ads cost UK.