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Most B2B paid media problems aren't caused by a bad ad or a wrong bid. They come from decisions made a level up: which channels get budget, how campaigns are structured, and what the account is told counts as a conversion. Get those wrong and no amount of optimisation fixes it.
Lever's PPC consultancy works on that level. We look at your accounts, your CRM and your sales motion, then give you a PPC strategy your team or your current agency can run with. If you'd rather we ran it too, we can.
Trusted by teams looking to scale
A B2B PPC strategy should settle the decisions that sit above day-to-day account management, like where budget goes and what the account is told to optimise for. Ours covers three areas, each tied back to pipeline and CAC rather than clicks or cost per lead.
CAC reduction within the first two quarters for clients who move from click-based optimisation to ICP-aligned, SQL-based optimisation, without reducing spend.
Google Ads and Microsoft Ads are where most B2B demand gets captured, but not every account should look the same. We set how much goes to search, how much to LinkedIn or Meta, and when it's worth testing newer inventory like ChatGPT Ads.
How your campaigns are split by product, market, funnel stage and match type decides what the algorithm can learn. For teams selling into several regions, that includes how EMEA, North America and APAC accounts are structured.
Bidding towards form fills rewards volume. We map which CRM stages should feed back into Google and Microsoft through offline conversion imports, so the platforms optimise towards qualified pipeline.
The engagement follows the first two stages of the Lever Method.
We review your ad accounts, analytics and CRM data side by side, using our agentic diagnostic programmes to surface structural issues across campaigns, search terms and conversion tracking.
We design the target channel mix, account structure and measurement setup, and agree the KPIs it will be judged on, usually CAC, cost per SQL or ROAS.
You get the strategy and the 90-day plan. Your team or agency can run it, or Lever can move into the Activate and Optimise stages as your paid search agency.
A PPC strategy sets direction. PPC management is the weekly work of running the account: bids, search terms, ad tests and budgets. Some clients only need the first. Most who come to us with a strategy brief end up wanting both, because the strategy is only as good as its execution.
YouTube and Display to problem-aware personas. Measured on branded search lift and direct signups.
LinkedIn reach at named ICP accounts. Measured on audience demographic quality and engagement.
Google and Microsoft Search on solution-aware and “best tool for X” terms. Measured on visit-to-trial rate.
Google and Microsoft Search on solution-aware and “best tool for X” terms. Measured on qualified leads.
Competitor and alternative-to terms, pricing page retargeting. Measured on trial starts and cost per activated trial.
High-intent and competitor terms, retargeting of integrations and security pages. Measured on demos that reach qualified opportunity stage, not just demos booked.
Customer Match lookalikes and in-product upgrade nudges. Measured on expansion ARR per paid touch.
Account-based retargeting for new business units and seats. Measured on net revenue retention influenced by paid.
Every change made in a PPC account sits on top of a decision someone made earlier about budget, structure or what counts as a conversion. If those decisions are wrong, better ad copy and sharper bidding just bring in more of the wrong leads, faster. A clear PPC strategy means each week of management moves the account closer to pipeline, instead of polishing something that was pointed in the wrong direction from the start.
Most accounts we're asked to fix don't have a management problem. They have a strategy problem that's been managed very carefully for two years.
If you already know you want hands-on management, these pages go into more detail:
Tell us what you're spending, where, and what's not adding up. We'll come back with a proposal for a PPC strategy engagement scoped to your accounts.
Michéal has spent 10+ years leading B2B paid acquisition for SaaS, FinTech and marketplace companies, including in-house roles at PayPal and Zettle before founding Lever. He has managed £50M+ in ad spend across Google, Microsoft, LinkedIn and Meta, and writes regularly on SaaS PPC benchmarks, CAC measurement and multi-channel budget allocation.
Lever Digital is a Google Partner and a 2026 UK Paid Media Awards finalist.
