B2B Paid Media Agency UK | LinkedIn, Google, Meta, Reddit

Four channels, one funnel

What a UK paid media programme actually runs.

Most UK B2B teams on more than one channel have four accounts, four audiences and four definitions of a lead. We run one funnel that happens to use four platforms.

01

LinkedIn: the demand engine

Thought leader ads to a named account list, 180-day retargeting by engagement depth, conversation ads and lead gen forms underneath.

02

Google Ads: capture

Search on category and competitor terms, so the demand LinkedIn creates is captured when it turns into a search, not harvested by a competitor.

03

Meta: cheap warm frequency

Audiences seeded from LinkedIn engagers, site visitors and CRM lists, so the warmed list keeps seeing you at a fraction of LinkedIn's CPM.

04

Reddit: the technical buyer

Community and interest targeting for developer, security and data buyers who are in specific subreddits and not on LinkedIn every day.

05

One pipeline number

Landing page clicks, not LinkedIn's clicks field, and influenced pipeline by account in your CRM, so the cheapest cost per lead does not win the budget by default.

The UK market

Paid media in the UK is a small-audience game.

What changes when the buyers are in the UK, and what the numbers say about cost.

UK audiences saturate fast

A tightly defined UK B2B SaaS audience on LinkedIn is often 15,000 to 40,000 people. The US equivalent is 300,000 to 800,000. In the UK the danger is frequency running into double figures within weeks, so the programme is built around reach and frequency caps, rotation of creative, and Meta and Reddit carrying the cheaper repeat impressions once LinkedIn has found the right people.

The UK is cheaper per impression than the US

In Kiin Labs Report No. 5, the median UK advertiser running single-country campaigns paid $51.37 per thousand impressions (79 accounts) against $91.30 in the US (268 accounts). A landing page click cost $12.87 in the UK against $21.68 in the US, and a lead $160 against $292. The cheaper auction is why a UK programme can start on a smaller budget; the smaller audience is why it cannot scale on LinkedIn alone.

Search volumes are thin, so capture is narrow

UK category search volumes for most B2B SaaS products are a fraction of the US equivalents. Google Ads in a UK programme is mostly branded, competitor and high-intent category terms, with the budget sized to the searches that exist. That is also why LinkedIn sits at the front: it creates the searches Google then captures.

Who we work with in the UK

Sales-led B2B SaaS with a real sales team, deal sizes of £5,000 ACV and above, and a buying committee of more than one. London clients we can name include Lead Forensics, where we launched LinkedIn, Google and Meta together, and Sova Assessment. Our team sits at Great Portland Street in central London; how we work in person is on the paid media agency London page.

Fees in dollars, with the pound equivalent

$2,500 a month (about £1,900) for LinkedIn Ads or Google Ads on its own, $4,500 (about £3,350) for LinkedIn and Google, and $5,500 (about £4,100) for full paid media across LinkedIn, Google, Meta and Reddit. GTM outbound is an add-on from $4,000. Most UK paid media agencies quote £3,000 to £8,000 a month or a percentage of spend and do not publish it. Ad spend is paid directly to each platform on accounts you own and is never marked up.

Budgets that work in the UK

About $5,000 a month of LinkedIn ad spend (about £3,700) is the floor for working with us, plus whatever Google, Meta and Reddit budgets the plan needs. Below roughly £2,000 you cannot run top, middle and bottom of funnel at once.

The LinkedIn-only version of this page is our LinkedIn advertising agency UK page, and the full channel detail is on B2B paid media agency.

Case studiesDoes it actually produce results?

Two accounts. What changed, and what it was worth.

Real client accounts, real numbers. Anonymised until the clients sign off on being named.

Case study 01B2B video production for SaaSJan to Sep 2026LinkedIn + CTV

Before$0pipeline LinkedIn reported, at $300 a lead

After$3M+LinkedIn-influenced pipeline, on flat spend

1
The challenge
Conversation Ads cost $213 to $300 per lead. LinkedIn reported $0 influenced pipeline, because it doesn't record clicks on InMail or video campaigns.
2
What we did
Built a connected funnel of video, Thought Leader Ads, retargeted Conversation Ads and CTV. Tested messages until open rates rose 12 points. Rebuilt targeting per product line. And built a pre-deal exposure model in HubSpot to measure pipeline properly.

3The result

$3M+LinkedIn-influenced pipeline

$1.28MClosed-won revenue across 50+ deals, from $189k ad spend

+124%Leads a month, with spend held flat

Influenced = the company saw LinkedIn ads before the deal was created in HubSpot.

Case study 02Agentic analytics SaaS2026 · NA, UK, UAE, AULinkedIn

Before$455cost per lead · no tracking

After$176cost per lead, rebuilt account

1
The challenge
$455 per lead, $2,500+ a month spent on non-ICP industries, maximum delivery bidding, no funnel separation and no conversion tracking.
2
What we did
A two-week audit, then a clean account: TOFU, MOFU and BOFU groups, manual bids, ICP exclusions and a 300 to 500 company ABM list. Lead forms on Thought Leader Ads. And we fixed the leak between form fill and booked meeting.

3The result

−61%Cost per lead, $455 to $176

196Leads in five months, 52 in the best month

$55CPL on bottom-of-funnel Conversation Ads, 57% of all leads

**Sam Burns**Head of Marketing, Giga Energy

Wall of Love

Really enjoyed working with KIIN. They managed our LinkedIn ads end-to-end and did a fantastic job. They were proactive in identifying issues and opportunities, continuously improving performance, and helping us build a robust growth engine that consistently generated weekly meetings with our ICP. Highly recommend working with them.

Ibrahim AshqarCo-Founder & CEO, Lumi AI

We brought in Phil and his team at Kiin for LinkedIn Ads and they've been incredibly fast, reliable, and knowledgeable. A great partner to work with.

Robin PrendergastHead of GTM, Credit Logic

They really get B2B paid media, we're seeing consistent demos coming in with major companies in our space.

Joe CapocciHead of Marketing & Growth, Huq Industries

We launched LinkedIn, Google, and Meta together and are now exploring GTM outbound with them as well. They really know their stuff and are super proactive; it genuinely feels like they're part of the team.

Kirsty DaweCMO, Lead Forensics

Why Kiin

Built specifically for complex B2B acquisition.

01

Sales-led B2B specialists

We work with companies where deals are valuable and real sales teams close them.

02

Ex-LinkedIn expertise

Three of the team worked inside LinkedIn Marketing Solutions.

03

Kiin Labs intelligence

Planning informed by $60M+ of actual LinkedIn advertising performance.

04

Creative + media + measurement

One team responsible for the whole paid acquisition system.

05

Pipeline over vanity metrics

Optimisation tied back to business outcomes wherever possible.

Phil Ilic, Omar Aboushady, Yasmin El-Deeb and Joanna Saunders lead the team. Meet everyone →

PricingOne flat monthly fee

Clear pricing. No mark-up on media.

Media spend is paid directly to the advertising platforms and is separate from Kiin's management fee.

LinkedIn Ads

Management up to $10k a month in LinkedIn ad spend.

$2,500/mo

About £1,900 / mo

Strategy and account architecture
Campaign management
Ad copy and creative direction
Reporting and benchmarking

LinkedIn + Google

Full management across LinkedIn and Google Ads, as one system.

$4,500/mo

About £3,350 / mo

Everything in LinkedIn Ads
Google search: brand, high-intent and competitor
CRM conversions fed back into bidding

All four channels

Full Paid Media

LinkedIn, Google, Reddit and Meta, as one system.

$5,500/mo

About £4,150 / mo

LinkedIn
Google
Meta
Reddit

Book a call →

Not sure which mix you need? We'll recommend one on the call, with your benchmark in front of us.

Add-on

Outbound

End-to-end outbound management, including the tooling stack.

From $4,000/mo

About £3,100 / mo

Add-on

RevOps

A separately scoped engagement, based on what the business needs.

Ask us on the call

Recommended starting point

Start with a 3-month pilot.

3-month initial engagement
£4,000+ a month LinkedIn media budget
Enough time and spend to establish real audience, creative and conversion data

Media spend is separate from Kiin's fee and paid directly to LinkedIn.

No setup feeNo mark-up on ad spendYou own the accounts, creative and data

FAQ

Questions buyers ask first.

What does a B2B paid media agency in the UK do?

Plans, builds and runs paid campaigns across LinkedIn, Google Ads, Meta and Reddit as one funnel for UK B2B companies, with one account list, one definition of a qualified lead and one pipeline report. The job is to make the channels share an audience rather than compete for the same budget.

How much does a UK B2B paid media agency cost?

Most UK B2B paid media agencies charge £3,000 to £8,000 a month or 10 to 20 percent of spend. Kiin publishes its fees: $2,500 a month (about £1,900) for one channel, $4,500 (about £3,350) for LinkedIn and Google, and $5,500 (about £4,100) for full paid media, with GTM outbound from $4,000. Ad spend is separate.

Is LinkedIn cheaper in the UK than the US?

Yes. In Kiin Labs Report No. 5 the median UK advertiser paid $51.37 per thousand impressions against $91.30 in the US, $12.87 per landing page click against $21.68, and $160 per lead against $292. UK audiences are much smaller, so they saturate faster.

What is the minimum budget for paid media in the UK?

About $5,000 a month of LinkedIn ad spend (about £3,700), plus the Google, Meta and Reddit budgets the plan calls for. Below about £2,000 on LinkedIn you are testing one campaign rather than a funnel.

Do you work with UK companies outside London?

Yes. Most of the work is remote, with bi-weekly calls and a written monthly report. London clients can meet us at Great Portland Street; clients elsewhere in the UK meet us on calls and for quarterly planning when it is useful.

Why one agency for LinkedIn and Google rather than two?

Because the value is in the handoff. LinkedIn identifies who is warming up, Google captures them when they search, and Meta and Reddit retarget them cheaply. Split across agencies, each channel keeps its own audience and its own definition of a lead.

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Book a call. Leave with data no other agency can give you.

01

Your benchmark

Your CPM, CTR, CPC, CPL and cost per demo, next to advertisers buying your audience. From $60M+ of real LinkedIn spend.

BEST 25%MEDIANWORST 25%

02

Your business case

What LinkedIn should cost for your market, and the pipeline range your budget can realistically buy.

03

Your first three fixes

The changes that would move your numbers most, ranked by how much spend each one touches.

Most agenciesCompare you with their own client list

LinkedInCompares you with everyone, in every industry

KiinCompares you with the advertisers targeting your buyers