Two channels run apart
Google Its own agency and its own report
LinkedIn Another team and another report
The same demo request Counted by both
Budget Goes to the bigger number
More conversions on paper than demos in your CRM
What it is
What does a B2B PPC agency do?
A B2B PPC agency runs paid search and paid social for companies that sell to other companies. It plans Google Ads and LinkedIn Ads as one program: which people at your target companies each channel should reach, what to offer them, how each lead is counted once in your CRM, and where next month’s budget goes. It judges the ads by the leads your sales team accepts, then by the deals they become.
A company that sells expense management software runs both channels. Two ways to do it:
One plan
Target companies One list, with the roles that buy
Google For the CFO who searches now
LinkedIn For the controller who isn’t searching yet
Each demo request One record, one channel
Budget Moves by the demos your sales team accepts
Fewer conversions on paper, and each one is a demo your sales team can see.
Small budget? Start with one channel. See where to start ↓
Step one
What we check in a free B2B PPC audit
We check your Google Ads and LinkedIn accounts with view-only access, so we can’t change anything. If you run only one channel now, we check that one and tell you whether the second is worth adding. Usually a few business days after access, you get a written review with the issues ranked by impact, then a call with Mike or Alex, our co-founders.
Our audit format, filled in for a contract management software company
01 Who the ads reach
Whether searches and impressions come from the people you sell to.
Finding: Who the ads reach
Fix now- What we saw
- Search terms included “free contract template” and “legal operations jobs”. On LinkedIn, a third of impressions went to companies under 50 staff.
- Why it matters
- Students, job seekers and small firms fill in forms your sales team can’t use.
- What to change
- One list of exclusions for templates, jobs and courses on both channels. LinkedIn limited to companies with 200+ staff and the legal and procurement functions.
- How we’ll check
- Share of spend on searches and companies that fit, four weeks before and after.
Check it yourself. In Google Ads, open the search terms for the last 30 days and sort by cost. How many of the top 20 would your sales team call?
02 Brand and new demand
Whether searches for your name make the results look better than they are.
Finding: Brand and new demand
Fix now- What we saw
- Half of all Google conversions came from people searching your company name. Campaigns for new demand brought few demos.
- Why it matters
- People who search your name would likely find you anyway. A mixed report hides what new searches cost.
- What to change
- Brand in its own campaign and on its own line in the report.
- How we’ll check
- Cost per accepted lead from searches without your name, every month.
Check it yourself. Split last month’s Google conversions by campaign. How many came from searches with your company name?
03 What counts as a lead
What each platform counts as a conversion.
Finding: What counts as a lead
Fix now- What we saw
- Google counted checklist downloads, and LinkedIn credited conversions to people who had only seen an ad. Both reports looked better than the demo list.
- Why it matters
- If a download counts like a demo request, the platforms learn to bring downloads.
- What to change
- Demo requests as the main conversion on both channels. Downloads tracked separately, as a lighter step.
- How we’ll check
- Conversions in each platform against demo requests in your CRM, week by week.
Check it yourself. Compare last month’s conversions in Google Ads and LinkedIn with the demo requests in your CRM. Is the sum bigger than the list?
04 One lead, two reports
Whether both platforms count the same request.
Finding: One lead, two reports
Fix now- What we saw
- One demo request from a general counsel showed up as a Google conversion and a LinkedIn conversion. Together the platforms reported 61 conversions for 38 requests in the CRM.
- Why it matters
- Each channel looks better than it is, and the budget follows the bigger number.
- What to change
- Every lead reaches your CRM with its campaign and channel. We count it there once, credit it to the last ad clicked, and show each platform’s own number on a separate line.
- How we’ll check
- Leads in the CRM against the sum of platform conversions, every month.
Check it yourself. Pick five recent demo requests. Does each one show up in both platforms?
05 What sales does with leads
Whether your sales team’s verdict gets back to Google and LinkedIn.
Finding: What sales does with leads
Test- What we saw
- Sales marked every lead in the CRM, but nothing went back to the ad accounts. Both platforms kept optimizing for form fills.
- Why it matters
- Platforms learn from what you send them. Without your sales team’s verdict, they chase the cheapest forms.
- What to change
- Send accepted leads back to Google and LinkedIn where your CRM allows. Setting up that return is quoted separately, because it depends on your CRM.
- How we’ll check
- Share of new leads sales accepts, by channel, every month.
Check it yourself. In your CRM, can you see which campaign each accepted lead came from?
06 Budget split and change history
How the budget is split between the channels, and who changed what.
Finding: Budget split and change history
Leave as is- What we saw
- The split moved toward Google over the last quarter, and the change history shows why: accepted leads came from search.
- Why it matters
- It works. Changing it on a hunch would put your best source at risk.
- What to change
- Nothing now. The split is reviewed every month against accepted leads per channel.
- How we’ll check
- Accepted leads by channel, in every monthly report.
Check it yourself. Look at last quarter’s budget changes. Can you say why each one was made?
Every finding is marked Fix now, Test or Leave as is. We also check who owns both ad accounts and who has access. After the call, you choose: make the fixes yourselves, ask us to quote them, or keep what works.
Budget math
Google Ads or LinkedIn Ads: where should a B2B company start?
Start where your buyers already are. If people search for what you sell, start with Google. If they don’t yet, but you can name the companies you sell to, start with LinkedIn. By our rule, run both once your ad budget reaches about $X a month.
| Budget | Plan | Leads a month | Accepted by sales | ||
|---|---|---|---|---|---|
| $3,000 | Start with Google Ads | $3,000 | $0 | about 8 from Google | about 4 |
| $8,000 | Both channels, search first | $5,600 | $2,400 | about 15 from Google, 6 from LinkedIn | about 8 and 3 |
| $15,000 | Both channels, search first | $10,500 | $4,500 | about 28 from Google, 12 from LinkedIn | about 14 and 6 |
| $30,000 | Both channels, search first | $21,000 | $9,000 | about 57 from Google, 24 from LinkedIn | about 28 and 12 |
If buyers don’t search for this yet and you can name 300 or more companies, start with LinkedIn below about $X a month, and give it 70% above that.
Planning assumptions you can change: $370 a lead on Google and $375 on LinkedIn. Your accounts may differ. The plans and splits are our working rule.
How the math works
Google’s budget = monthly budget × its share in the plan. LinkedIn gets the rest. Leads = each channel’s budget ÷ its cost per lead. Accepted = leads × the share your sales team accepts.
$X a month is our rule for running both channels: below it, splitting leaves each channel too few leads to learn from. Google suggests at least 15 conversions in 30 days for the action it bids on (Google Ads Help), so bidding on leads your sales team accepts needs 15 accepted leads a month.
Setup and monthly work
What’s included in B2B PPC management
Both channels set up in 10 business days, then weekly work on searches, audiences, bids and budgets, and one report a month for both. Ad creative is included in the agreed plan.
Setup · 10 business days
◆ You approve
Days 1–2 Access and tracking
We check who owns both ad accounts, set up the Google tag and the LinkedIn Insight Tag, and add hidden fields so every lead reaches your CRM with its campaign and channel.
◆ You confirm what a good lead is.
From you Read-only access in Google Ads and view-only access in LinkedIn to start. Then standard access in Google Ads or a link to our manager account, the campaign manager role in LinkedIn, an ads role on your Company Page, and access to your site or tag manager.
Days 3–4 Buyers and accounts
The companies you want as customers, the roles in their buying group, the searches they use and the ads your competitors run.
From you Your list of target accounts or best customers, if you have one.
Days 5–7 Ads and pages
Search ads for the people who are looking, LinkedIn ads for the roles who aren’t yet, and the page or form each one leads to.
◆ You approve the ads.
Days 8–9 Budgets and checks
The split between the channels, one exclusion list for job seekers, students and competitors, bids and daily budgets. A test lead from each channel reaches your CRM with the right channel.
◆ You approve the split.
Day 10 Launch
Both channels go live. In the first week we read every search term and every new lead.
From you Your sales team’s ratings of new leads, in your CRM or a shared sheet.
The 10 days start once we have access and your inputs.
After launch
- Every week
- Search terms, audiences, bids and budgets on both channels. New leads checked against your sales team’s ratings.
- Every month
- One report for both channels, the split reviewed, and new ads with a hypothesis, a spending limit and a review date.
- Within 2 business days
- We act on rejected ads, broken tracking or lead sync, and spend off plan.
Settings we keep the same on both channels
- One lead definition
- The same demo or quote request is the main conversion in Google and LinkedIn.
- View-through conversions
- Conversions LinkedIn credits to people who only saw an ad go on a separate line, never into leads.
- Brand searches
- In their own campaign and their own line in the report.
- One exclusion list
- Jobs, students, courses, templates and competitors left out on both channels.
Measurement
How we measure B2B PPC when deals take months
We judge both channels by the leads your sales team accepts and follow them to the deals it opens. A signed deal often comes months later, so the platforms learn from an earlier step. Pick a step for the details.
Lead
- We count
- Each demo or quote request, once, with its campaign and channel. A lead that both channels touched counts for the last ad clicked before it.
- We leave out
- Downloads, conversions LinkedIn credits to people who only saw an ad, duplicates and spam. Each platform’s own number goes on a separate line.
- Source
- Your CRM.
Accepted by sales
- We count
- Leads your sales team rates as a fit.
- We leave out
- Leads sales turns down. Their reasons shape next month’s searches and audiences.
- Source
- Your CRM, or a shared sheet if you don’t use one. We can set up a CRM, and we recommend it. Where your CRM allows, accepted leads go back to Google and LinkedIn so they learn from them. Setting up that return is quoted separately, because it depends on your CRM.
Opportunity opened
- We count
- Opportunities sales opens from these leads.
- We leave out
- Deals at companies the ads only reached. They go on a separate line, as deals the ads may have influenced, never mixed in.
- Source
- Your CRM. Google accepts this step for up to 63 days after the click with enhanced conversions for leads, or 90 days with the click ID (Google Ads Help, 2026).
Pipeline and won deals
- We count
- Pipeline and won deals from these leads.
- We leave out
- Revenue from deals the ads didn’t start.
- Source
- Your CRM. Many signed deals come after Google’s window closes, so we report them from your CRM. LinkedIn’s Conversions API can count later steps, such as qualified leads and purchases, up to 365 days after the ad (LinkedIn Help, 2026).
What you get every month
One short report for both channels, on the work, not only the numbers.
Our report format, filled in for one month of a corporate travel company.
Monthly report
October
Checked
- Test lead from each channel to your CRM
- Arrived with the right channel
- Search terms and LinkedIn demographics
- Every week
- Spend against plan
- On plan
Changed
- Left out “travel agent jobs” and “travel agent course” on both channels
- New LinkedIn document ad for HR leadsReview on Nov 14
- Split moved from 50/50 to 60/40 toward Google, where most accepted leads came fromYou approved on Oct 9
Found and fixed
Both platforms counted the same proposal requests, so their reports added up to more than the CRM. Fixed on Oct 12: each lead now reaches the CRM with its channel, and platform numbers go on a separate line.
Accepted leads
- By channel, from your CRM
- In every report
Next month
A travel spend check page for finance teams, once you approve the claims about savings.
By business
Who does each channel reach in your business?
In most B2B purchases, one person searches and others decide. Pick your business.
B2B software
- Who searches on Google
- Legal and procurement leads comparing tools: “contract management software” and your competitors’ names.
- Who to reach on LinkedIn
- General counsel, legal operations and finance at companies of your size.
- A good lead
- A demo request from a company your plans fit.
- First offer
- A demo, or a trial if your product sells itself.
- Who rates it
- Your sales team.
For self-serve products we count trials that turn into paid accounts, not sign-ups. Marketing for B2B software →
Real estate
- Who searches on Google
- Founders, COOs and office managers: “office space for lease”, “flexible office space”.
- Who to reach on LinkedIn
- Operations, finance and HR leads at growing companies near your buildings.
- A good lead
- A tour request from a company with a team size and a move date.
- First offer
- A short list of spaces that fit the team, then a tour.
- Who rates it
- Your leasing team.
Search runs only in the areas where you have space, and LinkedIn reaches companies there by size.
Fintech
- Who searches on Google
- The CFO or controller: “expense management software”.
- Who to reach on LinkedIn
- Finance, accounting and operations at companies with 100 to 1,000 staff.
- A good lead
- A demo request from a company with enough card holders.
- First offer
- A cost worksheet, then a demo.
- Who rates it
- Your sales or onboarding team.
Your compliance team approves every claim about fees or savings before launch.
Healthcare
- Who searches on Google
- Operations and practice managers: “medical billing company”, “outsourced medical billing”.
- Who to reach on LinkedIn
- CFOs and operations leads at clinic groups.
- A good lead
- A call request from a group with several locations.
- First offer
- A short review of denied claims, then a proposal.
- Who rates it
- Your sales team.
You sell to clinics, not to patients. No patient data goes into the ads.
Travel
- Who searches on Google
- Office and finance managers: “corporate travel management”.
- Who to reach on LinkedIn
- HR, finance and operations at companies whose teams travel.
- A good lead
- A proposal request from a company with regular trips.
- First offer
- A travel spend check, then a proposal.
- Who rates it
- Your sales team.
Team
Who runs your B2B campaigns?
Pavel, our PPC Lead, runs your Google and LinkedIn campaigns day to day. The founders set the direction, and one of them answers for your project personally.
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Every project has a founder on it and a team lead for each service.
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If your specialist ever changes, the plan, the account history and our notes stay with the project, and so does a founder.
- 2015founded
- 100+client projects
- 15+projects for US companies
Most of our clients come through a recommendation. Meet the team →
Price
How much does a B2B PPC agency cost?
US agencies usually charge a share of ad spend or a flat monthly fee, often with a setup fee. At Wonderflow, setup for both channels starts at $X. Management starts at $X a month plus 10% of your combined ad spend on Google and LinkedIn. You pay both platforms directly, from your own ad accounts.
Free audit
$0
View-only access
- Six checks across Google Ads and LinkedIn
- A written review, usually a few business days after access
- A call with Mike or Alex to go through it
Setup
From $X
One time · 10 business days
- Target accounts, buying roles and the searches they use
- Search and LinkedIn campaigns, with one exclusion list
- Campaign and channel on every lead, through hidden fields, checked with a test lead
- The split you approve
Management
From $X a month + 10% of ad spend
12-month contract, cancel with one month’s notice, no exit fee
- Both channels every week
- New ads every month, with a spending limit
- One monthly report and the split reviewed
How the fee works
- The 10% is of your actual spend on both channels, not a planned budget.
- Google and LinkedIn bill your company directly. We never handle your ad budget.
- We don’t raise the budget without your OK, and you approve every change to the split.
If you leave
No exit fee. You can cancel with one month’s notice, even before the year is up, and remove our access at any time. Both ad accounts, their history, audiences, conversions, leads and every report stay with you.
- What moves the price
- The number of campaigns, markets and languages, and how complex your tracking is.
- Not included
- The ad budget and video production. Website development, and CRM work beyond hidden fields, such as sending results back to the platforms, are quoted separately.
At three months we go through the results with you and agree on what to change.
Questions buyers ask
B2B PPC FAQ
The short answer comes first. Open any question for the detail.
What does the free B2B PPC audit include?Six checks, a written review and a call.
With view-only access, we check who your ads reach, how searches for your name shape the report, what each platform counts as a lead, whether both count the same lead, whether your sales team’s verdict gets back to the platforms, and how the budget is split. If you run one channel, we check that one. Usually a few business days after access, you get a written review ranked by impact, then a call with Mike or Alex. The review is yours to use with any team.
Should we start with Google Ads or LinkedIn Ads?Start where your buyers already are.
If people search for what you sell, start with Google: it catches demand that already exists. If they don’t search yet but you can name the companies, start with LinkedIn. By our rule, a budget under about $X a month fits one channel, so that channel gets enough leads to learn from.
Can you run our Google Ads while another agency runs LinkedIn?Yes, if both channels count leads the same way.
We can run Google while another agency runs LinkedIn, or the other way round. Before launch we agree with them on one lead definition, the same hidden fields and campaign tags, and one rule for a lead both channels touched: it counts for the last ad clicked, and the earlier touch goes on a separate line. Each agency reports its own channel from your CRM, so no lead is counted twice. How the budget is split between the two stays your decision.
How much should a B2B company spend on PPC?By our rule, about $X a month for both channels.
It depends on your deal size and how many leads your sales team can handle. For LinkedIn alone, our rule is about $X a day to test one offer. On Google, the budget follows how many people search for what you sell. For both channels, about $X a month by our rule. The calculator above shows your numbers.
How do you keep job seekers, students and competitors out of our leads?One exclusion list on both channels and a question on every form.
On Google, negative keywords for jobs, salaries, courses, templates and free tools, and we read the search terms every week. On LinkedIn, audiences by company, size, function and seniority, never job titles alone. Every form asks one question about fit, and your sales team’s ratings show what still slips through.
How do you track deals that close after 90 days?In your CRM, while the platforms learn from an earlier step.
Google accepts sales results for up to 90 days after the click with the click ID, or 63 days with enhanced conversions for leads. LinkedIn’s Conversions API can count later steps up to 365 days after the ad. Many B2B deals close after Google’s window. So we send an earlier step, a lead your sales team accepts or an opportunity it opens, and report signed deals from your CRM. Setting up that return is quoted separately, because it depends on your CRM.
Do you run Microsoft Ads?Not as part of this program.
This program covers Google Ads and LinkedIn Ads. Microsoft Ads can raise bids for people by their LinkedIn company, industry or job function, or exclude them, but it can’t show ads only to them (Microsoft Advertising Help). If many of your buyers search on Bing, tell us on the call.
How do you advertise a SaaS product?With the step your buyers are ready for: a trial, a demo or a guide.
Self-serve products send search traffic to a trial and count trials that turn into paid accounts. Products sold by a sales team send it to a demo. On LinkedIn, people who don’t know you yet get a guide or a checklist first. Searches for competitors’ names work when your page compares honestly.
Is PPC better than SEO for B2B?They do different jobs.
PPC brings leads within weeks and stops when you stop paying. SEO takes months and keeps working. Many B2B companies use PPC to learn which searches and offers bring deals, then build SEO around them.
How much does a B2B PPC agency cost?Often $X to $X a month, or 10–20% of spend.
US agencies’ own 2026 pricing guides put B2B PPC management at about $X to $X a month, or 10–20% of ad spend. Our setup starts at $X, then $X a month plus 10% of your combined spend on Google and LinkedIn.
Who owns the Google Ads and LinkedIn accounts?You do.
Both ad accounts are in your company’s name, and the data is yours. Google and LinkedIn bill you directly. We work with access you can remove at any time. If you leave, the accounts, audiences, conversions, leads and every report stay with you.
When will we see results from B2B PPC?We go through them with you at three months.
Setup takes 10 business days once we have access and your inputs, and both channels go live on day 10. In the first weeks we read every search term and every new lead. The platforms need time to learn, so we change campaigns in batches, not every day. At three months we go through accepted leads and opened deals with you and agree on what to change. Deals arrive on your own sales cycle. We don’t promise a set number of leads. No one can.
Insights
Guides and a tool for planning B2B ads
MQL vs SQL: what counts as a qualified lead
Marketing and sales often mean different things by “qualified.” Here is one deal followed through both marks, a one-page agreement to fill in, and a way to teach Google, Meta and LinkedIn from the second mark.CheckedIdeal customer profile (ICP): a B2B template with examples
Nine fields, filled in for a typical B2B company. How to build your own from won and lost deals, how it differs from a buyer persona, and how it becomes a LinkedIn target list and Google Ads settings.Checked
Start here
What should you fix in your B2B ads first?
Get a free B2B PPC audit: a written review of who your Google and LinkedIn ads reach, what each platform counts, and what happens to each lead in your CRM. We rank the issues by impact, so you know what to fix first.
What happens next
- 01Tell us about your business and your ad accounts.
- 02We send simple steps to give us view-only access, so we can’t change anything.
- 03Usually a few business days after access, you get the written review, then a call with Mike or Alex.
Starting B2B ads from scratch? Tell us what you sell and to which companies. We call about your buyers, your target accounts and a first budget, then send a proposal for the 10-business-day setup.