B2B PPC Agency

Generate qualified pipeline and reduce wasted spend with
Lever Digital.

B2B buying decisions are not made in a single click. Multiple stakeholders, long evaluation cycles, and high-value contracts mean your PPC campaigns need to work harder and smarter than anything a generalist agency can offer.

We're Lever, a B2B PPC agency built by marketers who've led paid acquisition in-house at fast-growing B2B companies. We know how to structure campaigns that reach decision-makers at the right moment, drive qualified leads into your pipeline, and give your sales team something worth following up on.

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Why B2B Companies Choose Lever for Paid Search

Our team has led paid media from the inside at high-growth B2B companies across Fintech, professional services, technology, and lead generation. We've sat where you sit. That means:
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We understand complex buying committees and know how to build campaigns that speak to multiple personas across a long sales cycle
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We protect your budget from low-intent traffic by structuring tightly around commercial keywords and building negative lists from day one
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We measure what your sales team cares about: SQLs, cost per opportunity, and pipeline contribution, not just clicks and impressions
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We operate without fixed-term contracts, so we earn your business every month on results alone

Our B2B PPC Approach

1. Audit & Discovery

We start by understanding your ICP, your sales motion, and how your buyers actually search. We dig into CRM data, past campaign performance, and competitor positioning. This is not just keyword research, it is an understanding of your commercial model and where PPC can genuinely move the needle.

2. Campaign Build

We build campaigns around buying intent, not broad reach. That means bottom-funnel search terms segmented by persona, industry, and funnel stage. Negative keyword lists are built in from the start. LinkedIn audience layers are added where your buyers spend time outside of Google. Every pound of budget is pointed at the accounts and roles most likely to convert.

3. Optimisation & Reporting

We report on what your board and sales director care about. SQLs. CAC. Pipeline by channel. Every week we test new ad copy, adjust bids based on lead quality signals from your CRM, and build a clear story of what paid search is contributing to revenue, not just traffic.
Companies that align PPC campaigns with ICP targeting and CRM-integrated conversion data consistently see lower cost-per-acquisition and higher lead-to-SQL conversion rates.
Source: HubSpot, 2024

B2B Sectors We Work With

B2B is not one thing. A Fintech selling compliance software to enterprise banks has a fundamentally different PPC challenge than a professional services firm targeting mid-market procurement teams. We build campaigns that reflect that reality.
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Fintech: Trust-led messaging, regulatory compliance, long enterprise sales cycles
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Professional Services: High-intent search capture, local and national targeting, lead quality over volume
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B2B Technology: Persona-segmented campaigns, demo and trial conversion, CRM-integrated reporting
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Lead Generation: Cost-per-lead efficiency, audience exclusions, pipeline velocity

Results we've delivered

Helping a SaaS platform scale from $100K to $2M ARR with smart paid strategy

“Lever helped us scale from $100,000 ARR to $2,000,000 ARR — and we’re still growing.”

Uplisting is a B2B platform with ambitious growth targets and a lean team. They needed a paid media partner who understood their commercial model and could build a strategy around customer acquisition cost not just traffic volume.

We built a performance marketing strategy focused on trial signups, user activation, and low-cost customer acquisition.

‍In the first 12 months:
‍5x increase in free trials per month
4x growth in new customers per month
100% year-on-year revenue growth
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Why B2B Teams Trust Lever

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We know B2B inside out

Our team has scaled paid acquisition from the inside at Europe's fastest-growing B2B companies. We bring that operational experience to your account, not just agency theory.
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Results that mean something

We focus on qualified pipeline, not vanity metrics. Every campaign is measured against the KPIs your sales team actually cares about: SQLs, cost per opportunity, and revenue contribution.
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Strategies built for your model

Every B2B business has a different buying cycle, deal size, and decision-making structure. We build PPC strategies that reflect yours, not a generic playbook copied from the last client.
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Clear, honest communication

Transparent reporting, weekly updates, and collaboration that helps your team move faster.
We don’t run generic PPC.

We build tightly structured campaigns focused on generating qualified pipeline, with a feedback loop built for iteration and a reporting layer your CFO can actually read.

Get a free proposal
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Let's work together

Work with B2B PPC specialists who focus on pipeline, not just traffic.

Invest in growth that compounds
Target high-intent B2B keywords and reach decision-makers at the right stage of their buying journey. Every campaign is built around your ICP, not a generic audience.
Turn paid media into pipeline
Use Google Ads, LinkedIn Ads, and Microsoft Advertising to drive qualified enquiries and real sales conversations, managed by specialists who understand how B2B buyers actually behave.
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FAQs: Your B2B PPC Agency Questions Answered

Whether you're evaluating your first B2B PPC agency or looking to switch from an underperforming one, these are the questions we hear most often.
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1. What makes Lever different from a generalist PPC agency?
Most PPC agencies optimise for clicks and impressions. We optimise for pipeline. Our team has led paid acquisition in-house at B2B companies, which means we understand how buying committees work, how sales cycles affect attribution, and how to build campaigns that your sales team will actually value. We also operate without fixed-term contracts — we earn your business month to month.
2. Which B2B sectors do you work with?
We work across a wide range of B2B sectors including Fintech, professional services, B2B technology, lead generation, and B2B eCommerce. If you sell to businesses with a considered purchase process, we have the experience to build campaigns that work for your model.
3. What PPC platforms do you use for B2B campaigns?
We work primarily across Google Ads, Microsoft Advertising (Bing), and LinkedIn Ads. For B2B, the combination of high-intent Google search and LinkedIn's role-based targeting is often the most effective starting point. We recommend the right channel mix based on your ICP and budget, not on what's easiest to manage.
4. How do you measure success in B2B PPC?
We go beyond CTR and CPL. Our reporting is built around the metrics that matter to your business: SQL conversion rates, cost per opportunity, pipeline by campaign, and CAC by channel. We integrate with your CRM where possible so that lead quality, not just lead volume, informs how we optimise campaigns.
5. What's the typical ROI from working with Lever?
ROI varies by sector, deal size, and budget, but our clients consistently see improvements in lead quality and reductions in cost-per-acquisition as campaigns mature. The biggest gains typically come from tightening audience targeting, eliminating low-intent search terms, and aligning ad messaging with the actual buying stage of the searcher.

What Makes B2B PPC Different?

If you sell to businesses, you already know: the buying process looks nothing like consumer purchasing.

A typical B2B purchase involves , extended evaluation periods, and multiple touchpoints before anyone speaks to sales. That complexity shapes everything about how PPC should be structured from keyword selection and match types, to landing page messaging, to how you define a conversion.

Generic PPC campaigns treat every click the same.

A strong B2B PPC strategy treats each click as a data point in a longer relationship. It maps keywords to buying stages, uses audience signals to filter out low-fit traffic, and builds retargeting sequences that keep your brand visible across a research cycle that might span weeks or months.

‍The real cost of getting B2B PPC wrong is not just wasted budget. It is a pipeline full of leads that your sales team cannot close, and a marketing function that struggles to demonstrate ROI. That is the problem we exist to solve.

Our B2B PPC approach is built around three principles:
‍Intent over volume: we would rather send you 50 high-fit leads than 500 that go nowhere
‍Sales alignment: we build campaigns with your sales team's feedback loop built in from day one
‍Compounding improvement: every month of data makes the campaigns smarter, not just bigger

Whether you are looking to generate more qualified enquiries through Google Ads, reach specific job titles and companies through LinkedIn, or simply stop wasting budget on traffic that never converts we build B2B PPC campaigns that deliver results your whole business can see.

Not sure where to start? Book your free PPC audit and let’s talk about what’s possible.
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Why B2B Teams Trust Lever

We're a Google Premier Partner with over £50M in managed ad spend and deep experience scaling B2B businesses across the UK and internationally.We’re not just another PPC agency.

🏆 Trusted by teams at Spell, GoCardless, and stealth-mode FinTechs
💼 Experts in high-value buying cycles and multi-stakeholder sales motions
🌍 Based in the UK, running campaigns for B2B companies across sectors
📈 Focused on SQLs, CAC, and full-funnel growth, not just clicks

This page was written by Michéal Breslin, Director at Lever Digital. He’s spent 10+ years leading B2B digital growth strategies for SaaS, FinTech, and marketplace startups.

‍Last updated: April 2026

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