B2B needs both budget and a sales team that follows up properly. If leads sit for two days before anyone calls, no amount of media buying will save the numbers, and we will spend the first call talking about that instead of about ads.
Every B2B account we inherit has the same argument running inside it: marketing says leads are up, sales says the leads are rubbish. Both are usually right, and the cause is measurable.
If marketing and sales have not agreed in writing what makes a lead qualified, you cannot optimise and you cannot settle the argument. We start by pinning that down — company size, role, budget, timeline, whatever genuinely predicts a deal in your business — and making it a field in the CRM that someone fills in.
Once qualification is recorded, it goes back to Google and Meta as an offline conversion. The platforms then optimise toward the sources, audiences and keywords that produce qualified leads instead of the ones that produce the most submissions. This usually raises your cost per lead and lowers your cost per opportunity, which is the trade you want and which you should brace your stakeholders for.
Instant lead forms with three prefilled fields produce enormous volume and terrible quality. A longer form, a qualifying question, or asking for a company email will cut submissions and raise the hit rate. Which way to move depends entirely on whether your sales capacity or your lead supply is the constraint — we ask that first rather than defaulting to more.
A meaningful share of paid B2B form fills are junk. Honeypots, rate limiting, email validation and deduplication belong in the funnel from day one, otherwise your cost per lead is flattered by records nobody can call.
B2B budgets get wasted by spreading across channels evenly. The order of priority is usually not in dispute once you look at it plainly.
People searching for your category, your competitors, or "best X for Y" have already decided they have a problem. This is almost always the first place a B2B budget should go, and it is where the most obvious waste hides — broad match without a serious negative list, brand and non-brand mixed in one report, and a search terms report nobody has read this quarter.
Expensive per click and worth it when your buyer is defined by role, seniority or company size. It earns its cost for high-value enterprise motions and rarely for anything with a small contract value. We will tell you which you are.
Cheap reach, weak native targeting for B2B, and much better than its reputation when used for education and retargeting across a long consideration window. It is a poor first channel for enterprise B2B and a good second one.
We will say this on the first call and repeat it: how fast and how persistently you follow up affects your results more than anything happening in the ad account.
Contact rates on inbound leads fall steeply with time. A lead called within a few minutes of submitting connects dramatically more often than one called the next morning, because you are reaching them while they still remember doing it. If your process cannot manage that, automating an instant acknowledgement and a booking link is the cheapest improvement available to you.
Most inbound leads are never contacted more than twice. A defined sequence — several call attempts across different times of day, backed by email and where appropriate WhatsApp — routinely lifts contact rate more than any bidding change we could make.
We need disposition data back: contacted, qualified, disqualified and why. Without it we are optimising blind and you are paying us to guess. With it, the account improves every month on its own.
A real audit of your live campaigns — structure, tracking, creative and where the budget is leaking. Free, no obligation, and yours to keep even if you never work with us.
Very likely, and that is usually the point. Optimising toward qualified leads means buying fewer, better ones. The number that should fall is cost per qualified opportunity. If nobody has prepared your board for that shift, tell us and we will put it in writing before we make the change.
Then that is month one. There is no honest way to optimise B2B paid media without outcome data, and any agency that skips it is selling you form fills.
No. We run paid media. We do not buy lists, scrape contacts or run cold email, and we would not advise it in most of the markets we serve.
We prefer it. A fortnightly fifteen minutes with whoever is actually calling the leads is worth more than an hour with marketing, because they know which sources produce real conversations.
Waste comes out in weeks one and two. Quality changes take longer, because the feedback loop runs at the speed of your sales cycle. Judge it fairly at 90 days.
Cost per qualified lead, cost per opportunity, and pipeline generated against spend, with the decisions we made and why. Impressions and clicks are in the appendix, where they belong.
Where the budget leaks, which sources produce real conversations, and what the tracking is not telling you.