B2B paid media fails in a predictable way: a channel optimises to the cheapest conversion, which is rarely the most valuable one. We build campaigns around the buying committee and report against CRM opportunities.
B2B paid media is the practice of buying attention from a defined business audience across search, social, programmatic display and community platforms, and converting it into pipeline that can be traced to revenue. The discipline is less about creative and more about matching channel mechanics to how a specific buying committee actually behaves.
The structural problem in B2B paid is that platforms optimise toward the cheapest conversion. Left alone, an algorithm will find the audience most willing to fill in a form — which in B2B is frequently students, consultants and job seekers rather than buyers. Cost per lead falls, cost per opportunity rises, and the dashboard looks better while the pipeline gets worse.
The fix is to feed qualification data back into the platforms and to optimise against downstream events rather than form fills. That requires CRM integration, offline conversion imports and a shared definition of what counts as a qualified lead — which is why paid media and RevOps are so hard to separate in practice.
FlairLytics runs LinkedIn, Google, Reddit and B2B programmatic through StackAdapt, AdRoll, 6sense and Demandbase, including account-based display, retargeting and intent targeting. Every ad account is created in your name and stays yours.
They are not interchangeable. This is what each one is genuinely good at.
| Channel | Best at | Weak at | Typical role |
|---|---|---|---|
| LinkedIn Ads | Reaching named titles, companies and seniority levels | Cost efficiency — the most expensive B2B channel per click | Decision-maker reach and thought-leadership amplification |
| Google Ads | Capturing active bottom-funnel intent and defending branded search | Creating demand where none exists | Bottom-funnel capture and competitor defence |
| B2B Programmatic | Account-based reach across the open web at scale | Precision without a good account list | Air cover for ABM and named-account campaigns |
| Reddit Ads | Reaching sceptical technical buyers in research mode | Formal enterprise buying committees | Early-stage research intent for technical products |
| Retargeting | Recovering high-intent visitors who did not convert | Anything before the first site visit | Efficiency layer across all of the above |
A common and expensive mistake is running LinkedIn as a direct-response channel with a low ACV product. The maths rarely works. LinkedIn earns its cost when the deal value justifies it or when it is amplifying content rather than chasing form fills.
ICP-matched audiences built from our database or your CRM, uploaded and matched across each platform.
Ad variants written per channel and per committee role, because the technical evaluator and the CFO need different messages.
Conversion tracking, offline conversion import and lifecycle stage mapping so platforms optimise toward opportunities.
Daily monitoring, budget reallocation between channels and bid strategy tuning against downstream events.
Message-match review and conversion recommendations — or full builds if funnel work is in scope.
Ongoing negative keyword and placement exclusion work, which is where most wasted spend hides.
Programmatic targeting of named accounts via StackAdapt, AdRoll, 6sense or Demandbase.
Monthly reporting that opens with opportunities created and cost per qualified opportunity.
Media spend is paid directly by you to the platforms. Our fee covers strategy, build and management.
| What drives the price | Lower effort | Higher effort |
|---|---|---|
| Number of channels | One or two channels | Four channels plus programmatic |
| Markets | Single market and language | Multiple markets with localised creative |
| Creative volume | Small variant set, refreshed quarterly | High-volume testing with monthly refresh |
| Tracking state | Clean CRM and existing conversion tracking | No attribution, offline conversions to build from scratch |
| Account structure | New build, clean slate | Untangling years of legacy campaign structure |
| Spend level | Modest spend, weekly management | High spend requiring daily monitoring |
We do not take a percentage of ad spend. That model rewards an agency for spending more, which is precisely the wrong incentive when the honest advice is often to spend less on a channel that is not working.
This works well in some situations and badly in others. Here is an honest filter before you commit budget.
Usually Google Ads for bottom-funnel intent capture, because it converts existing demand rather than trying to create it, and the feedback loop is fastest. LinkedIn comes next when deal values justify its cost per click. Programmatic and Reddit are layers you add once the first two are producing measurable opportunities, not places to start.
Because the platform is optimising toward the cheapest conversion, and in B2B that is often not a buyer. Without CRM feedback the algorithm finds people who like filling in forms — students, consultants, competitors. The fix is offline conversion import so the platform learns what a qualified opportunity looks like, not just what a form fill looks like.
Enough that a null result is informative rather than ambiguous. As a rule of thumb, a channel needs enough monthly spend to generate at least thirty to fifty conversions before optimisation data becomes reliable. Below that you are making decisions on noise. We would rather run one channel properly than four channels underfunded.
No. Percentage-of-spend rewards an agency for increasing budgets, which conflicts directly with the advice clients most often need — that a channel is not working and spend should be cut. We charge a management fee scoped to the work involved, and media is paid directly by you to the platforms.
You do. Every account is created in your name from day one and remains yours if the engagement ends, along with the historical performance data. We will not run client campaigns through agency-owned accounts, because that data is the most valuable asset the engagement produces.
Two to four weeks for early signal and eight to twelve weeks for optimisation data you can trust. B2B sales cycles mean opportunity-level data lags click data by weeks or months, so early reporting is necessarily leading-indicator based. We agree those indicators at kickoff so progress is visible before revenue lands.
Usually not as a direct-response channel. LinkedIn is the most expensive per click in B2B, and at low ACV the maths rarely closes. It can still earn its place amplifying content or supporting an ABM programme where the value is engagement rather than form fills. We will model it honestly before you commit.
Programmatic buys display and video inventory across the open web with account-based and firmographic targeting through platforms like StackAdapt, AdRoll, 6sense and Demandbase. It is air cover: it makes named accounts familiar with you before sales makes contact. It works well alongside ABM and poorly as a standalone lead source.
Figures and claims on this page are drawn from FlairLytics client engagements and verified platform documentation. Content is reviewed on a fixed cycle and updated when the underlying facts change.
Programmatic display is most effective as air cover for named-account programmes.
Paid traffic is wasted if the landing and nurture experience leaks.
Supplies the matched audiences that make targeting precise.
An emerging paid surface worth testing alongside established channels.
Offline conversion import is what lets platforms optimise toward opportunities.
Often a lower cost per qualified lead than paid social for top-funnel volume.
Give us read access to your ad accounts. We will identify wasted spend, structural problems and the channel your budget should move toward — in writing, whether or not you hire us.
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Data-Driven B2B Growth Marketing. Elevate Lead Generation, ABM & Demand Generation
