Your Guide to Working With a PPC Agency

What every B2B marketing leader should know before investing in paid media

Overview

Hiring a PPC agency isn’t just about finding someone to run your Google Ads. It’s about choosing a strategic growth partner who understands your funnel, your product, and your pipeline pressures.

Whether you're a CMO at a FinTech startup scaling Series B or a SaaS brand expanding into new markets, this guide is for you.

In this guide, you’ll learn:

• What a PPC agency should really offer (beyond just ads)
• How to align your paid strategy with your sales model
• What to expect during setup, optimisation, and scaling
• What great PPC looks like (especially for B2B, SaaS and FinTech)
• Red flags, smart questions to ask, and how to measure ROI

This guide supports people looking for a digital marketing agency for core services including PPC Strategy, Google Ad Management, and shares our specialist expertise in B2B PPC, SaaS PPC, and FinTech digital marketing.

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1. What Does a PPC Agency Actually Do?

At its best, a PPC agency acts as your outsourced growth engine — not just running ads, but helping shape demand, capture intent, and drive high-fit leads into your pipeline.

The best ones don’t just “optimise for clicks.” They:

• Develop a PPC strategy that matches your goals, funnel stages, and sales cycles
• Translate your ICP into tightly structured campaigns that reduce wasted spend
• Manage your Google Ads setup, testing, targeting, and conversion tracking
• Build and optimise search campaigns tailored to high-intent B2B buyers
• Layer in remarketing, audience segmentation, and platform-specific best practices
• Provide clear, CFO-ready reporting on spend, leads, pipeline and ROI

👉 Learn more: What does a PPC agency do?

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2. Why PPC Strategy Beats "Just Running Ads"

Many brands fall into the trap of launching campaigns without a clear PPC strategy, which leads to shallow performance and wasted budget.

Here’s what a real strategy includes:

✅ Campaign goals tied to business metrics

✅ Keyword planning mapped to funnel stages

✅ Clear ad group structure based on search intent

✅ Conversion tracking and offline CRM integration

✅ Ad testing frameworks that improve over time

✅ Budget allocation based on CAC targets and velocity

If your current campaigns feel like they’re running in circles, strategy — not spend — is usually the missing piece.

👉 Learn more: PPC Strategy Services

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3. What Makes B2B PPC Different?

B2B paid search isn’t like ecommerce or DTC. You’re not selling products, you’re selling trust, transformation, and complex solutions with longer sales cycles.

That means your search ads need to:

• Target decision-makers, not just users
• Match messaging to the buying committee
• Optimise for qualified pipeline, not just form fills
• Handle low search volumes without blowing your budget
• Use lead quality signals (firmographics, CRM match) to optimise performance

👉 Learn more: Search Ads for B2B PPC

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4. FinTech PPC: Targeting in a Regulated, Competitive Space

Running PPC for FinTech companies isn’t for amateurs. You’re often dealing with:

• Long, trust-based buying cycles
• Risk-averse audiences (legal, compliance, finance)
• Restricted language and ad approval constraints
• A need to differentiate in highly competitive SERPs

The right FinTech PPC strategy accounts for your regulatory landscape and your sales velocity — building campaigns that educate, qualify, and convert.

We’ve helped FinTechs:

• Lower CAC by segmenting campaigns by audience type (founders vs CFOs)
• Improve ad approval success by working within compliance boundaries
• Retarget high-intent traffic across search and LinkedIn for deal acceleration

👉 Learn more: FinTech Digital Marketing Agency

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5. SaaS PPC: Scaling Pipeline with Precision

For SaaS brands, the challenge isn’t just generating leads — it’s generating the right leads that convert to product-qualified opportunities and eventually MRR.

SaaS PPC needs to:

• Map keywords to stages of product awareness
• Highlight proof (case studies, integrations, benchmarks)
• Optimise campaigns based on CRM data (not just Google Ads forms)
• Use retargeting to drive demo requests and signups
• Run creative testing across Search, LinkedIn, and YouTube

We’ve helped SaaS companies:

• Increase paid demo requests by over 40% in 3 months
• Cut CPL by 38% while maintaining pipeline quality
• Identify which campaigns produce the highest LTV customers

👉 Learn more: SaaS PPC Agency

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6. Google Ad Management Done Properly

Managing Google Ads isn’t about tweaking headlines or changing budgets manually each week. Done properly, Google Ad Management is a disciplined, data-led process:

• Campaigns structured around ICP, funnel, and revenue goals
• Conversion tracking (GCLID, Enhanced Conversions, HubSpot/GA4 integration)
• Smart bidding configured by lifecycle stage
• Negative keyword strategy to prevent waste
• Real-time dashboards that connect spend to actual pipeline

If your current agency just sends a report once a month — it’s time to expect more.

👉 Learn more: Google Ad Management

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7. What Onboarding & Ongoing Support Should Look Like

The first 30–60 days with a PPC agency are critical. Here's what you should expect:

During onboarding:

• Full audit of existing ad accounts
• Review of CRM and conversion tracking setup
• Agreement on ICP, funnel stages, and goal KPIs
• Keyword research aligned with your target personas
• Initial ad copy and landing page recommendations

Ongoing support:

• Weekly campaign reviews and testing plans
• Monthly performance calls and reporting
• Strategic pivots based on business updates
• Slack/email collaboration with internal teams

This isn’t “set and forget.” It’s a hands-on partnership.

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8. How to Know if Your PPC Agency is Working

Not sure if your agency is driving real value?

Here’s what good looks like:

✅ You can see how ad spend connects to pipeline and revenue

✅ Your Sales team is commenting on lead quality in a good way

✅ Campaigns are evolving monthly based on insights

✅ You’re hitting CAC targets (or getting close)

✅ You feel challenged and supported, not ghosted

And if you're not getting that? Read our 10 Questions to Ask Before Hiring a PPC Agency

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Final Thoughts: A Great PPC Agency Feels Like Part of Your Team

The best PPC agencies don’t just deliver leads. They deliver leverage**,** unlocking growth by turning paid media into a predictable, repeatable revenue channel.

And if you're looking for a team that knows how to do that for complex B2B, FinTech and SaaS brands?

You’re in the right place.

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