B2B Paid Media Agency
Osric Digital is a B2B paid media agency that runs Google Ads, LinkedIn Ads, and Meta Ads for companies where marketing is measured on pipeline and revenue — not clicks, not impressions, not MQLs that never close.
B2B paid media is a different game. Long sales cycles. Small TAMs. Buying committees with four to eight stakeholders. CPCs that punish sloppy targeting. Every dollar you put into ad platforms needs to move pipeline forward — and you need to prove it did. Most agencies optimize to form fills and call it a day. We import your CRM deal-stage data into the ad platforms so the algorithms optimize toward the leads that actually become opportunities. That is the difference between a B2B ppc agency that generates activity and one that generates revenue.
We have built paid media programs that generated $881K in pipeline for a cleantech advisory firm, $414K from LinkedIn ABM for a B2B podcast studio, and dropped cost per qualified lead from $300 to $82 for a probate law firm. Those are not projections. Those are CRM-validated numbers pulled from HubSpot and Salesforce.
Google Ads for B2B — Demand Capture
Google Ads is your demand capture engine. Someone is searching for exactly what you sell — you need to be there, and you need the click to count.
Our approach to B2B Google Ads starts with intent-tiered campaign architecture: we structure campaigns around buying stages so high-intent commercial keywords get priority budget, while informational queries get their own landing pages and conversion paths. We import offline conversions from your CRM — HubSpot, Salesforce, whatever you run — so Google's bidding algorithms optimize toward leads that become pipeline, not just leads that fill out a form. Negative keyword management is relentless. We have built libraries of 800+ negatives on a single account to protect budget from irrelevant traffic.
The results:
- $881K in pipeline and $301K in closed-won revenue for a cleantech advisory firm over 15 months at a 3.36x ROAS.
- For a B2B podcast production studio, $573K in pipeline on under $10K in ad spend — a 58x pipeline-to-spend ratio with a 66% sales-qualified lead rate.
See how we run Google Ads for B2B → For SaaS-specific strategy — keyword tiers, CRM integration, and optimizing for long sales cycles — see our Google Ads for SaaS guide.
LinkedIn Ads for B2B — Demand Creation
Google captures demand that already exists. LinkedIn creates demand among buyers who do not know they need you yet.
Our B2B LinkedIn Ads programs use account-based targeting against named company lists — not broad job-title audiences that spread budget thin and generate zero recall. We layer campaign types: ABM cold traffic to named accounts, Thought Leader Ads with your founder or executive team as the face of the campaign, and cross-channel remarketing coordinated with Google Ads to maintain presence through the buying cycle. The structure is designed so that every impression compounds — building frequency against a tight audience rather than spraying reach across an ocean of loosely-matched profiles.
For a B2B podcast production studio, this approach generated $414K in pipeline at a 19x return on ad spend. Thought Leader Ads drove 59% of total conversions on just 30% of the budget — the lowest cost per conversion across all campaign types. Zero eBook conversions. Every lead came from direct engagement with the brand.
See how we run LinkedIn Ads for B2B here.
Meta Ads for B2B — Retargeting and Remarketing
Meta is the retargeting layer. Facebook and Instagram reach your audience when they are not in work mode — scrolling on weekends, during commutes, after hours. For B2B companies with long sales cycles, this sustained presence matters.
We build custom audiences from your website visitors and CRM lists, then run creative sequences that keep your brand visible across the buying cycle. Lower CPMs than LinkedIn make Meta efficient for maintaining frequency without burning budget. It is not where you generate first-touch leads. It is where you stay in front of the buying committee between their first Google search and their final vendor decision.
How We Measure: Pipeline, Not Just Leads
Most B2B advertising agencies report on impressions, clicks, cost per lead, and form fills. Those metrics tell you how the ad platform performed. They do not tell you how the business performed.
We import CRM deal-stage data — opportunity created, pipeline value, closed-won — directly into the ad platforms. This does two things. First, it gives the bidding algorithms a real signal to optimize against, so they learn to find more of the leads that actually convert into pipeline. Second, it gives you reporting that connects ad spend to revenue. Pipeline attributed to each channel. Blended CAC. ROAS by campaign. When your CFO asks what paid media actually produced, you have a number — not a slide full of click-through rates.
This is what B2B performance marketing looks like when it is done right. Not vanity dashboards. Revenue attribution.
Results Across Channels
This is the section most agency websites do not have. Not testimonials. Not logos. Specific pipeline revenue generated from specific paid media programs, validated in the client's CRM.
Cleantech advisory firm — Google Ads: $881K in pipeline and $301K in closed-won revenue over 15 months. 3.36x ROAS on $89K in ad spend. We restructured campaigns around their core services, integrated HubSpot deal-stage data into Google Ads, and built conversion-optimized landing pages segmented by search intent. Fifty pipeline deals created from paid search alone.
B2B podcast production studio — Google Ads: $573K in pipeline from under $10K in ad spend during H1 2025. 58x pipeline-to-spend ratio. Built a precision keyword program with 814 negative keywords protecting budget from irrelevant traffic. 66% of conversions became Salesforce leads, and 25% generated pipeline opportunities.
B2B podcast production studio — LinkedIn ABM: $414K in pipeline at a 19x return on $21K in LinkedIn Ads spend. Thought Leader Ads with the founder as the face of the campaign drove 59% of conversions on 30% of budget. ABM targeting against uploaded company lists, coordinated with Google Ads remarketing. Pipeline compounded over time — June and July alone produced 65% of total pipeline.
Probate law firm — Google Ads turnaround: Took over an account generating almost exclusively spam leads. Excluded junk traffic networks, cut 69 non-converting keywords, rebuilt ads, and implemented call tracking. Cost per qualified lead dropped from $300 to $82 with 90%+ of leads now genuine prospective clients. The firm scaled monthly spend from $600 to $1,500 with confidence. You can find the the full PPC for law firms methodology here.
Who We Work With
B2B tech and services companies. Typically Series A and beyond, investing $10K to $100K per month in media spend. Verticals include SaaS, fintech, HR tech, cleantech, professional services, and legal.
The common thread: companies where marketing is measured on pipeline and revenue. If your leadership team evaluates paid media on how many leads came in without asking how many became opportunities, we are probably not the right fit. If they want to know exactly how much pipeline each channel generated and what it cost — that is the conversation we want to have.
Why Osric vs. a Full-Service Agency
We only do paid media. No SEO, no content marketing, no web development, no email. Three channels — Google Ads, LinkedIn Ads, and Meta Ads, plus landing pages and CRO — done deeply.
Most B2B advertising agencies offer ten or more services. That means your paid media program is managed by a junior PM while the senior strategists focus on the bigger retainers. Or you get a channel specialist who runs great LinkedIn campaigns but cannot coordinate them with your Google Ads program.
Osric Digital is neither. Every member of the team spends 100% of their time on ad platforms, CRM integrations, and landing page optimization. You get demand gen consulting alongside channel execution — the strategic layer that connects your paid media to your pipeline targets, not just your ad account to your credit card.
Ready to see how paid media could work for your pipeline targets? Book a strategy call.
Frequently Asked Questions
What does a B2B paid media agency do?
A B2B paid media agency manages paid advertising campaigns — Google Ads, LinkedIn Ads, Meta Ads — specifically for companies selling to other businesses. Unlike B2C agencies that optimize for purchases or app installs, B2B specialists understand long sales cycles, buying committees, and high-value deals. The focus is on pipeline and revenue, not just clicks or form fills. At Osric Digital, we integrate CRM data into ad platforms so every campaign decision is tied to business outcomes.
How much should a B2B company spend on paid media?
Most of our clients invest $10K to $100K per month in media spend, with management fees on top. The right budget depends on your total addressable market, sales cycle length, average deal size, and pipeline targets. We help clients model this before committing spend — there is no point running $50K per month if the keyword volume does not support it, and there is no point running $5K per month if you need 20 opportunities per quarter from paid channels.
How do you measure B2B paid media success?
Pipeline generated, closed-won revenue, blended CAC, and ROAS by channel. We import CRM deal-stage data into ad platforms so the algorithms optimize toward leads that actually become pipeline — not just form fills. Reporting shows pipeline attributed to each channel, cost per opportunity, and revenue impact. If a lead fills out a form but never becomes an opportunity, it is not a success — it is a cost.
What is the difference between demand generation and demand capture?
Demand capture — primarily Google Ads, Bing Ads, and retargeting — reaches people who are already searching for a solution. They have intent. Demand generation — primarily LinkedIn Ads and ABM — builds awareness and interest among buyers who are not actively searching yet but match your ideal customer profile. A full-funnel B2B paid media program needs both: capture to convert today's buyers, and generation to build the pipeline you will close in three to six months.
Osric Digital is a B2B paid media agency based in New York, NY. We run Google Ads, Bing Ads, LinkedIn Ads, and Meta Ads for B2B tech and services companies.