Paid media
Campaigns built and run in-house on every major platform, measured against pipeline and cost per opportunity.
What’s included
We build LinkedIn campaigns around the roles and companies involved in buying your offer. Job title, company size and account lists can shape the audience, subject to the data available and platform requirements. The creative gives each buyer a reason to engage, rather than repeating a generic product claim. We agree on how inquiries reach sales and how quality comes back into reporting, so campaign decisions reflect more than the cost of a form submission.
Google Ads
Search campaigns meet buyers who are already looking for a solution or comparing vendors. We research intent, organise keywords and negative terms, and connect ads to pages that answer the query. Conversion tracking distinguishes useful business actions from activity that does not help sales. Budgets, bidding and landing-page changes are reviewed together. We do not assume every search is ready to buy, and we use sales feedback to refine which demand is worth paying for.
Meta
Facebook and Instagram can support awareness and reconnect with people who visited your website or engaged with useful content. For B2B, their role is defined within the wider buying journey rather than treated as a substitute for every other channel. We develop messages and creative suited to the placement, manage audience exclusions and monitor frequency. Retargeting is set up only where consent, audience size and platform rules allow it.
YouTube and TikTok
Video can explain a complex offer, show expertise or introduce a new product to an audience that is not actively searching yet. We plan the message, format and next step before choosing the distribution. YouTube and TikTok are considered where your buyers actually spend time and where the creative can communicate clearly. Views alone are not the business outcome: we look at relevant reach, subsequent actions and how video contributes to consideration.
Taboola and Outbrain
Native placements can distribute useful articles and business stories beyond your own website. We match the headline, content and destination to the audience and review publisher quality as part of ongoing management. The article should provide a reason to keep reading, with a clear connection to your offer. We treat these channels as part of a plan for awareness and consideration, then evaluate the quality of the traffic and its downstream behaviour.
When this fits
- Sales needs a more consistent flow of relevant inquiries, not simply more form submissions.
- You have campaigns on several platforms but cannot connect the spend to opportunities.
- You are launching an offer or entering a market and need coordinated demand capture and awareness.
How we measure it
We define a qualified lead and an opportunity with your sales team before launch. Tracking and CRM connections are scoped around the tools, permissions and data you have. Reports bring spend, inquiries, qualification and opportunity stages together where possible. We review cost per opportunity alongside sales feedback and explain attribution gaps. A monthly cross-channel view informs budget decisions; we do not promise a fixed return or count every platform conversion as new pipeline.
Your ad accounts, audiences and history stay with your business. We agree on production, approvals, budgets and follow-up responsibilities before campaigns go live. Creative, pages and tracking are reviewed as one journey. During management we test clear hypotheses and move budget based on evidence, not platform preference. If sales capacity, the offer or the market changes, we revisit the plan together rather than keeping the same campaigns running without a reason. The consultation is a chance to understand the fit before choosing an engagement. Bring the questions your marketing and sales teams need answered, the tools you use and the constraints you are working within. We will discuss a practical starting point, what depends on your team and how this practice can connect with the rest of your media plan.
Tell us who you sell to. We'll tell you which channels reach them.
A free 45-minute consultation with Nir for marketing managers, sales leaders and founders.