Paid advertising for B2B
B2B PPC Management
B2B PPC management is running paid search and paid social for a company that sells to other businesses, where one deal is worth a lot, buyers research for weeks and several people sign off. CasperB2B builds and manages those campaigns, sends every lead into your CRM and reports on pipeline, not clicks.
Most PPC advice is written for shops and local services where someone clicks and buys the same day. B2B is different: higher deal values, longer sales cycles and a buying committee instead of one person. Your campaigns need to be built for that.
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Why B2B PPC is different
- Long sales cycles: a click today may become a deal in months, so you need tracking that follows the lead into your CRM.
- Buying committees: several people research before anyone fills out a form, so ads and landing pages have to answer different questions.
- Fewer, more valuable searches: broad keywords waste budget fast; high-intent, specific terms and a strong negative-keyword list matter more.
- Lead quality over lead volume: a cheap lead that never becomes an opportunity is expensive. We judge campaigns by cost per acquisition and return on ad spend, not cost per click.
What we manage for you
Campaign architecture
Structured ad groups, match types and negative keywords built for budget efficiency from day one.
High-intent targeting
Search terms that signal buying intent, not general awareness searches that drain the budget.
Ad copy and landing pages
Ads that speak to the exact problem your buyer has, and landing pages that match the ad so the click turns into a conversation.
Call, form and CRM tracking
Every call and form is tracked to the campaign that produced it and flows into your CRM, so you see which ads create opportunities.
Bid management
Manual and automated bidding, adjusted on performance data to lower your cost per lead over time.
Monthly reporting
Impressions, clicks, conversions, cost per lead and, with our analytics team, the opportunities and revenue behind them.
Measure pipeline, not clicks
A B2B campaign is working when it creates qualified opportunities, not when it gets cheap clicks. We connect your ads to your CRM, agree in writing what counts as a qualified lead, and adjust every week based on what your sales team says was real. That feedback loop is what stops the budget leaking into searches that never buy.
Ad spend is paid to the ad platform separately from the management fee. New campaigns typically need about 30 days of data before meaningful optimization, and performance generally improves over the first 60–90 days.
How an engagement runs
- Fit call. Fifteen minutes to understand your offer, buyer and current pipeline.
- Signed scope. Targets, the definition of a qualified lead, channels and reporting, in writing before work starts.
- Build and launch. Account structure, keywords, ads, landing pages and tracking, then a controlled launch.
- Weekly feedback. Your sales team tells us which leads were real, and we adjust targeting and bids.
- Pipeline reporting. Opportunities and revenue, not just clicks.
When PPC is the right channel
Paid search works best when buyers already search for what you sell. If they don't search yet, demand generation builds interest first; if you sell to a short list of large accounts, account-based marketing fits better; and if your reps need meetings rather than inbound leads, look at appointment setting. See all six on our B2B pipeline generation page.
B2B PPC questions
How much should a B2B company spend on Google Ads?
It depends on your market, offer and competition. We recommend a budget based on search volume and competitive cost-per-click data, and we never recommend a budget we don't believe can produce a positive return. Try our marketing budget calculator for a starting point.
Is ad spend included in PPC management?
Usually not. Your ad budget is paid directly to the ad platform, separately from the management fee. CasperB2B quotes management on a 15-minute fit call.
How long before B2B PPC produces leads?
Ads can drive leads within days of launch. Campaigns typically need about 30 days of data for meaningful optimization, and performance generally improves over the first 60–90 days.
We tried Google Ads and wasted the budget. What's different?
Most waste comes from keywords that are too broad, landing pages that don't match the ad and no conversion tracking. We audit past campaigns, find where the money went and rebuild for your market, with every lead tracked into your CRM.
Do I need to manage the campaigns myself?
No. We handle setup, monitoring, optimization and reporting. You review monthly reports and we flag decisions that need your input.
Before you book
Common concerns, answered
“How will I know it's working?”
Marketing is quoted as a monthly scope with clear deliverables you can see every month.
“What will this cost me?”
You get a fixed, written quote before any work starts. Nothing begins until you've seen the full price and signed the scope. How pricing works.
“I've been burned by an agency before.”
Your signed scope lists exactly what's delivered, so there's no guessing. Monthly plans are month-to-month, with no long-term contract.
“Will I actually reach a person?”
Yes. Founder Jared Casper reviews every new request and you get a personal reply within 1 business day. Or call or text 1-207-222-7737.
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Talk to us
Book a 15-minute fit call
Tell us what's leaking time or revenue. You get a personal reply within 1 business day.
- Founder-led. Built by Jared Casper (Founder) and Mark Casper (Co-Founder).
- A person answers. Every request gets a personal reply within 1 business day. Call or text 1-207-222-7737.
- Done for you. We build, set up and run the system — see exactly what we do.
