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Authored blogs
PPC
Best PPC Agencies for SaaS Companies (2026)
The best PPC agencies for SaaS companies in 2026, ranked by search specialism, multi-market capability, budget fit, and CAC/ROAS reporting rigour.
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AI Leverage
Should a PPC Agency Also Own Your AI Visibility?
Should your PPC agency own AI visibility too? I break down the case for and against combining GEO and paid media, with a clear recommendation.
AI Leverage
AI Purchasing Agents: What They Mean for Your B2B Pipeline
AI purchasing agents are reshaping B2B discovery, not checkout. Here's what the 90% forecast really means for your pipeline and what to fix now.
PPC
Why Your SaaS PPC Performance Is Volatile and How to Stabilise It at Scale
Discover why SaaS PPC becomes volatile, how to stabilise performance, and which multi-channel frameworks help scale predictably at higher spend.
Google Ads
Google Ads Benchmarks 2026 for B2B Tech
Compare 2026 Google Ads CTR, CPC, conversion rate and CPA benchmarks for SaaS, Fintech, Cybersecurity, AI and Tech, plus practical optimisation insights.
AI Leverage
How Lever Digital Are Using AI-Powered Optimisation to Cut Wasted Spend and Improve ROAS
See how Lever Digital uses AI, market experience and editorial judgement to cut wasted spend, improve ROAS and grow high-quality enquiries.
PPC
SaaS PPC Specialist vs General PPC Agency: Why the Difference Matters More Than You Think
See why SaaS PPC needs specialist experience, not just a general PPC playbook. Learn what separates a strong SaaS agency from the rest.
SEO & AI Visibility
KPIs You Should Be Tracking for AI Search Visibility & Integrated Search Growth
The KPIs B2B teams need for AI search visibility, including citation frequency, share of voice, and how to tie AI-influenced traffic to pipeline.
PPC
How to Validate a New ICP With Paid Channels
Expanding into a new ICP? Learn how to validate it with paid acquisition and a clear measurement plan before committing real budget to scale.
SEO & AI Visibility
B2B SEO in 2026: How AI Search is Changing What Actually Works
B2B SEO in 2026 looks different. AI Overviews, ChatGPT, and Perplexity are changing how buyers find vendors. Here's what's actually changed, what still works, and what to
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PPC
Microsoft Ads for B2B SaaS: Why You're Ignoring the Best-Value Channel in 2026
Discover why Microsoft Ads for B2B SaaS delivers CPCs 40% lower than Google, LinkedIn profile targeting, and Copilot AI visibility and how to build a programme that drives qualified pipeline.
PPC
PPC Agency vs In-House vs Freelancer: A Decision Framework for B2B Founders in 2026
Choose the right PPC model for your B2B business in 2026. Compare agency, in-house and freelancer options by stage, spend and capability.
Landing Pages
The B2B Landing Page Audit: 12 Reasons Your PPC Traffic Isn't Converting
Find the 12 landing page issues killing B2B PPC conversions, plus practical fixes to turn more clicks into leads and pipeline.
PPC
B2B Meta Ads: 2026 Guide to Better Budget Control
Learn how to reach B2B buyers on Meta without wasting spend. Use broader targeting, first-party data, and better creative to drive qualified pipeline.
B2B Google Ads Funnel: Why Campaigns Fail at the Middle
Most B2B Google Ads campaigns ignore the middle of the funnel, and that's why they bleed budget without converting. Here's what to fix and how.
PPC
How to Calculate Your B2B PPC Budget Before You've Run a Single Ad
A practical framework for estimating your B2B PPC budget before going live
Google Ads
Offline Conversion Tracking for B2B: How to Connect Your Google Ads to Real Revenue
Set up offline conversion tracking for B2B in Google Ads with GCLID capture, CRM sync, and enhanced conversions so you optimise for revenue.
Google Ads
Performance Max vs Search vs AI Max: Which Is Right for B2B Advertisers?
Choose the right Google Ads campaign type for B2B. See when Search, AI Max and Performance Max fit, plus the default setup we recommend.
Marketing
Fintech Marketing Benchmarks: What 2026 Data Actually Tells You About Where to Invest
See what 2026 fintech marketing benchmarks mean for Google Ads, LinkedIn Ads and paid social, and where to put budget for better returns.
Marketing
Your LinkedIn Ads Aren't Underperforming. Your Benchmarks Are Wrong.
Most LinkedIn campaigns look worse than they are because the benchmark is wrong. Here’s what CTR, CPC and CPL should look like by industry.
PPC
In-House PPC vs Agency: What B2B SaaS Companies Get Wrong
Think hiring in-house PPC is cheaper than an agency? Most B2B SaaS companies get the maths wrong. Here's what the spreadsheet leaves out.
PPC
How to Scale Paid Media for AI Products Without Burning Cash
This article is for AI companies that want to scale paid media properly, not just throw budget at ads and hope “AI-powered” in the headline does the rest.
Meta Ad Conversion Benchmarks for B2B 2026
Key Meta advertising benchmarks for B2B in 2026, with practical guidance on what “healthy” performance really looks like for SaaS, FinTech and complex B2B sales cycles.
PPC
How PPC Strategy Changes in Competitive Markets
Saturated PPC market? How to compete in B2B when CPCs rise, budgets dominate, and generic optimisation stops working.
The FinTech Metrics PPC Agencies Often Get Wrong
FinTech PPC measurement: the metrics agencies misinterpret and what to track instead for defensible pipeline growth.
PPC
12 B2B Meta (Facebook & Instagram) Ad Stats You Need to Know in 2026
B2B Meta ads in 2026: 12 benchmarks and stats on CTR, CPC, CPL, CPA, retargeting and attribution to shape smarter strategy.
Marketing
Series A Marketing Mistakes That Hurt Paid Performance Later
Series A PPC mistakes that hurt growth later. Avoid rising CAC, poor lead quality and weak foundations before you scale paid.
PPC
LinkedIn Ad Conversion Benchmarks for B2B: What Good Really Looks Like in 2026
What are good LinkedIn ad benchmarks for B2B? CTR, CPL, video and lead gen stats, plus how to interpret them properly.
Marketing
Paid ChatGPT Ads Are Coming: What Marketers Need to Know (and Do) Before the Test Goes Live
ChatGPT ads are coming. Here’s what OpenAI said, what it means for marketers, and how to prep to test from day one.
PPC
Microsoft Ads Conversion Benchmarks for B2B: Conversion Rate by Industry
Microsoft Ads conversion benchmarks for B2B: industry averages, desktop vs mobile insights, and how to assess if your CVR is truly competitive.
Questions and answers
What is Michéal's role at Lever Digital?
Managing Director of Lever Digital, a UK-based B2B paid media agency working with SaaS, FinTech and eCommerce companies across the UK, EMEA and North America.
What experience does he have?
10+ years in paid acquisition, including in-house roles at PayPal and Zettle before founding Lever. He has managed £10M+ in ad spend across Google Ads, Microsoft Ads, LinkedIn and Meta.
How are you verified?
Listed as a verified PPC expert on SaaS Hackers, and Lever Digital is a Google Partner and a 2026 UK Paid Media Awards finalist.