B2B Paid Media
The fastest channel you own, and the easiest to waste.
Paid media planned with brand, content and search rather than beside them. One audience definition, one message, one plan, so the spend buys attention the rest of the engine can keep working after the campaign stops.
Runs inside the Revenue Engine, or on its own where the spend is already live.
The economics
Paid is the one channel where the meter runs whether or not the work is any good.
Content and search charge you once and keep answering for years. Paid charges you again on every impression. That is the trade, and it is a fair one when the goal is attention this quarter from accounts you can name.
The waste comes from where the click arrives. A campaign sends a stranger to a page that cannot answer them, into a form nobody works, against a message the website contradicts. The media buying is rarely the problem. The spend simply reveals what was already broken underneath it, at speed and at cost.
What goes wrong
Four ways the budget disappears.
The account outlives its plan
Campaigns get added and almost never retired. Two years on, the structure reflects decisions nobody remembers taking, and the reporting is an average across all of them.
One audience, one message
A buying committee of six sees copy written for one of them. The other five read a message about somebody else’s problem and scroll past it.
Creative bought by the batch
Ten variants ship together, the platform picks a winner on click rate, and nobody records which claim did the work. The next batch starts from zero again.
The last click takes the credit
Branded search gets paid for demand that content and word of mouth created. The channel that closes the loop looks efficient, and the work that started the conversation might be cut for looking expensive.
The method
The order the work has to happen in.
Fix the destination before the buying
The page the click arrives on, the form behind it, and the person who answers. Paid spend against a broken destination buys a faster route to the same result.
One audience definition, every channel
The same named accounts and the same roles across paid, email and content. Separate definitions per channel produce three programmes that cannot be read against each other.
Test the claim, not the colour
Every test names the claim it is testing and what result would retire it. A winning claim then goes into the website and the email programme, which is how paid spend earns something after the campaign stops.
FAQ
Questions, answered.
Which platforms do you run?
LinkedIn and Google take most mid-market B2B budgets, and both sit inside what we run. The platform follows the audience. Where your buyers are reachable somewhere else for less, we say so before the budget is committed.
What is the minimum budget worth spending?
Enough to reach one defined audience often enough to be remembered. Spread thinly across four platforms, the same money buys a trace of exposure in each and no memory in any of them. We will tell you when a budget is too small to test properly rather than take it and report on noise.
How quickly does paid produce pipeline?
Clicks arrive on day one and meetings do not. In a considered purchase the first campaign mostly teaches you which claim works and which audience answers. Judge the first quarter on what you learned about the message, and the quarters after it on pipeline.
Do we have to stop paid to build the rest?
No. Live spend usually keeps running while the destination is repaired, because switching it off removes the only current source of data about what your buyers respond to. What changes first is where the click arrives and who answers the enquiry.
Who owns the ad accounts?
You do. Accounts, pixels, audiences and creative stay in your name, and the reporting is built where your team can read it. Ending the engagement takes the work with you rather than leaving it behind an agency login.
Find out what your spend is actually buying
Tell us your monthly budget, the platforms it runs on, and where the clicks arrive today. We will show you what is being wasted before you change a single campaign.