Your B2B Paid Media Agency to Lower Cost and Boost ROI

A B2B paid media agency like Digitopia plans, manages, and optimizes ad campaigns across channels such as Google, LinkedIn, and programmatic platforms to build buyer trust and drive qualified leads and measurable ROI for businesses with long sales cycles.

Partnering with a B2B paid media agency gives you expert management, proven frameworks, and ongoing optimization — saving time, lowering costs, and increasing ROI.

Strategic paid media helps B2B companies generate pipeline faster by reaching in-market buyers, lowering cost per acquisition, and accelerating sales cycles through targeted, data-driven campaigns.

B2B paid media focuses on longer sales cycles, multiple decision-makers, and higher-value conversions, while B2C campaigns typically target quicker, emotion-based purchases.

Since Google Ads allows you to create multi-funnel, intent-based campaigns to reach your ideal customers across their vast network, we highly recommend a budget that will be competitive and enable you to carve out a piece of the market share.

Keep in mind the average CPC for high-intent keywords is in the $15-$45 range, while awareness-focused CPC for Display ads averages around $1.25.

In our experience for B2Bs who want to maximize their reach and have effective lead generation, we recommend a budget of at least $5k - $10k a month for smaller campaigns and $12k - $45k for medium campaigns.

When you think of B2B marketing, there is no escaping the sheer targeting power of LinkedIn Ads. This professional networking platform offers a unique ability to target by a specific company, industry, job title, and so much more. Based on your campaign objectives and your persona’s needs, you can run sponsored content ads to drive awareness, generate leads through Lead Gen Forms, and run retargeting campaigns based on user interaction.

While the average CPC is generally not as high as Google Search, in order to gain momentum, properly optimize, and A/B test to maximize, we suggest a budget of at least $2k - $8k for smaller campaigns, and for larger campaigns, we suggest $10k - $20k.

Paid search advertising displays your brand in front of buyers actively searching for your solutions. It’s critical for B2B brands that need to capture high-intent demand and fill the sales pipeline.

Retargeting re-engages people who’ve visited your site or downloaded content, helping nurture prospects through the long B2B buying journey and improving conversion rates.

Display advertising builds brand awareness and re-engages decision-makers through visual ads on relevant websites, often used alongside search and social to create full-funnel visibility.

At the core of B2B marketing is identifying your ideal customer, understanding their pain points or problems, and presenting how your product or service can provide real value. In order to effectively accomplish this so you can create real sales opportunities, you need to run your ads on the platforms that are going to get you in front of your prospects as often as possible.

We believe the most effective ad platform for B2Bs to accomplish their marketing objective is found in an omnichannel, multi-funnel approach. Each platform and channel has specific advantages and optimum ways to increase your chances of success.

We highly recommend that your paid ads incorporate a full-funnel strategy to reach your buyers: awareness, consideration, and decision. There also has to be consideration for the type of traffic you send to each level (e.g. cold traffic).

Then leverage the power and strength of each ads platform and network to target and run your ads. We typically suggest the following:

Google Search:

• consideration
• decision

Google Display:

• awareness
• consideration

LinkedIn Ads:

• awareness
• consideration

Facebook Ads:

• awareness
• consideration

A strong B2B ROAS is typically between 5:1 and 10:1. Digitopia clients often exceed that benchmark by optimizing creative, targeting, and funnel strategy.

Digitopia is a San Diego-based digital marketing agency.

Digitopia is headquartered in Carlsbad, CA but has a hybrid-remote team across the US and internationally.