B2B PPC Agency B2B Paid Ads Agency London, UK

Paid search that
generates pipeline
not just clicks.

Google Ads and LinkedIn Ads managed for B2B companies that need qualified leads, not traffic reports. Management fee only — your ad spend goes directly to Google and LinkedIn. Strategy, campaign build, dedicated landing pages, weekly optimisation, and commercial reporting. All in-house. Rudo operates as a B2B paid search agency, B2B Google Ads agency, and B2B LinkedIn Ads agency — fixed management fee only, no percentage-of-spend markup.

Book a free strategy call See how it works

Fee only

We charge a fixed management fee — your ad spend goes directly to Google and LinkedIn, not through us

Higher conversion rate vs organic for high-intent B2B search queries

2-4 weeks

Typical time from campaign launch to first qualified B2B leads

B2B-only

Since 2020 — no eCommerce playbooks, no consumer campaign templates

B2B companies who chose to partner with Rudo

The B2B difference

Why most Google Ads agencies get B2B wrong

Most PPC agencies are built around eCommerce. High volume, fast conversion, single-session buying decisions. When the same playbook is applied to B2B — where sales cycles run 60–120 days, buying committees involve 5–10 people, and commercial keywords have low search volume and high CPC — the result is high spend, low-quality leads, and a sales team that stops trusting the marketing channel.

B2B paid search requires a different approach. Tighter keyword targeting around genuine commercial intent. Negative keyword management that stops budget burning on irrelevant queries. Attribution windows that reflect B2B buying timelines rather than 7-day conversion windows. And reporting that connects ad spend to pipeline rather than impressions and CTR.

We run paid search exclusively for B2B companies. Every campaign structure, every keyword decision, every bid strategy and landing page is built around the reality that your buyer takes weeks to decide, involves multiple stakeholders, and will not convert on the first click.

77%

Of B2B buyers use Google before contacting a supplier — search is where high-intent commercial research happens, and PPC gets you to the top immediately.

5 - 10

Average B2B buying committee size (Gartner). PPC must reach decision-makers, not just job-title-adjacent browsers — targeting discipline is everything.

90 days

Typical B2B sales cycle. Attribution models must reflect this — most PPC dashboards report 7-day or 30-day windows and miss the majority of conversions.

Intent-first keyword strategy

We target buyers at the point of commercial intent — not broad awareness terms that generate clicks from people who will never buy. Every keyword group maps to a specific buyer stage and conversion goal.

Dedicated landing pages built to convert

Traffic sent to the homepage is wasted. Every campaign gets a dedicated landing page — single CTA, matched message, social proof, zero navigation escape routes. Built by the same team that built your website.

Pipeline reporting, not platform metrics

We do not lead with CTR, CPC, or Quality Score. We report on cost per qualified lead, pipeline generated, and ROAS — connected to your CRM where configured. What your sales team cares about, not what looks good in Google Ads.

Services

What's included in every
PPC programme

Six specific deliverables from campaign strategy to monthly commercial report. Not "we'll run your ads" — a defined programme with clear outputs, active weekly management, and reporting connected to your pipeline. Rudo operates as a Google Ads agency for B2B companies — every campaign is built around B2B buying cycles, not B2C conversion models.

Paid Search Audit

Full review of existing campaigns (if any): keyword coverage, quality scores, landing page alignment, conversion tracking accuracy, wasted spend analysis, and competitor ad review. Establishes the baseline before any work begins.

Month 1

Campaign Strategy & Build

Full campaign structure across Google Search and/or LinkedIn — keyword groups, ad copy variants (minimum 3 per group), negative keyword lists, bid strategy, audience targeting, and conversion goal configuration. Built properly from the start.

Included on all tiers

Dedicated Landing Pages

Purpose-built conversion pages matched to each campaign — single CTA, message-matched copy, social proof, and zero navigation escape routes. No homepage traffic. Built by Rudo's design team in your CMS or as standalone pages.

Included on all tiers

Weekly Optimisation

Bid management, search term analysis, negative keyword expansion, ad copy A/B testing, quality score improvements, and audience refinement — every week. Campaigns are actively managed, not set up and left running.

Included on all tiers

Conversion Tracking Setup

GA4 and Google Ads conversion tracking configured correctly — form fills, phone calls, and CRM pipeline events tracked and attributed accurately. You know exactly which keywords generate qualified leads, not just clicks.

Included on all tiers

Monthly Commercial Report

Cost per qualified lead, pipeline generated, ROAS, and campaign-level performance. Plain English. No padding. Shared ahead of the monthly call — so the call is about decisions, not data catch-up.

Included on all tiers

Ad spend transparency

Our management fee covers strategy, build, optimisation, and reporting. Your ad spend goes directly to Google and LinkedIn — billed to your card or account, not to Rudo. No markup on spend. No incentive to recommend higher budgets than the data justifies. Every pound you invest in ads goes to ads.

Book a free audit

Transparent pricing

B2B PPC management pricing — management fee only, ad spend separate

Our fee covers strategy, campaign management, landing pages, and reporting. Ad spend is paid directly by you to Google and LinkedIn — not included in the fees below. Recommended minimum ad spend shown per tier.

Starter

per month

£1,400

For B2B companies starting with paid search. Google Search campaigns, one dedicated landing page, and full conversion tracking from day one.

Paid search audit (month 1)
Google Search campaign (up to 3 ad groups)
1 dedicated landing page
Conversion tracking setup (GA4 + Google Ads)
Weekly bid management
Monthly commercial report
Quarterly strategy call

Recommended ad spend: from £1,500/month

Book an intro call

Why PPC works differently in B2B

The B2B sales cycle is too long to wait for organic alone

The most common mistake B2B companies make with paid search is treating it like a standalone channel. They run Google Ads, get leads, can't tell whether they're qualified, and stop. The campaign fails — not because PPC doesn't work in B2B, but because the attribution wasn't configured and the landing pages weren't built for the intent of the campaign.

PPC works in B2B when it's set up correctly from the start. That means conversion tracking connected to your CRM, landing pages built to match the specific intent of each ad group, negative keyword lists that prevent budget burning on irrelevant queries, and reporting that shows you what the campaign is actually generating in pipeline — not just what Google Ads reports as conversions.

The second common mistake is running paid search without considering the buyer's journey. B2B buyers do not convert on the first click. They search, read, leave, research competitors, and return days or weeks later. Retargeting and display campaigns — running alongside search — keep your brand visible across the full consideration period and significantly improve the efficiency of search spend.

60 - 120

Days — typical B2B sales cycle length. SEO takes 6–9 months to compound. Paid search gets you to the top of Google on day one and generates leads while organic rankings build.

5 - 10

Stakeholders in the average B2B buying decision (Gartner). LinkedIn Ads lets you reach the specific job titles on the buying committee — not just the person who first searched.

77%

Of B2B buyers use Google before contacting a supplier. Search is where commercial intent lives — PPC puts you at the top of those results from day one, regardless of where you rank organically.

We run paid search as a commercial programme, not a media buying exercise. Every decision — from keyword selection to landing page copy to bid strategy — is made in the context of your sales process, your average deal value, and the commercial outcome you need the channel to produce.

Fit check

Is paid search right for your B2B company?

PPC isn't right for every B2B company at every stage. Here's who benefits most — and who should invest elsewhere first.

Paid search is probably right for you if…

Your buyers search Google for solutions like yours. If there's search volume on commercial keywords in your category, PPC can capture that intent immediately — ahead of your organic rankings.
You need pipeline in the next 30–90 days. PPC is the fastest route to qualified inbound leads. Unlike SEO, campaigns can generate leads within weeks of launch.
You have a defined ICP and can describe your ideal buyer. PPC targeting requires precision — the more specifically you can describe your target buyer, the more efficiently we can reach them.
Your average deal value justifies the investment. If a single converted lead is worth £5,000+, paid search with a £3,000/month ad budget is commercially justified. If deal values are low, the unit economics may not work.
You have a website that can convert the traffic. PPC sends intent-matched traffic to your site. If the website doesn't convert visitors into enquiries, PPC spend is wasted — we'll tell you this upfront.

Invest elsewhere first if…

Your buyers don't search for your category. If your product is genuinely new (no existing search volume) or sold exclusively through relationships and referrals, PPC may not be the right channel.
Your website doesn't convert. Unclear positioning, no case studies, no social proof, or a broken contact flow — PPC will surface these problems fast and expensively. Fix the website first.
Your deal values are too low for the category CPCs. Some B2B sectors have CPCs of £10–30 per click. If your average deal value is £500, the numbers don't work. We'll tell you this honestly on the first call.
You want a percentage-of-spend pricing model. We don't charge a percentage of ad spend — we charge a fixed management fee. If you prefer the percentage model, we're not the right fit.
You sell to consumers. We are B2B-only since 2020. Our campaign structures, landing page templates, and reporting frameworks are all built for B2B buying behaviour — consumer PPC is a different discipline and we don't do it.

How it works

From brief to first leads — what happens when

Unlike SEO, PPC can generate leads within weeks of launch. Here's the exact sequence from kickoff to live campaigns.

First leads typically within 2–4 weeks. Cost per lead improves significantly between months 2 and 4 as the campaign data matures. Budget should be committed for a minimum of 3 months to give campaigns time to optimise meaningfully — we will not recommend scaling until the data supports it.

Week 1 - 2

Audit & Strategy

Paid search audit (existing accounts), keyword research, competitor ad analysis, campaign structure plan, landing page brief agreed. Ad accounts configured, conversion tracking installed.

Week 3 - 4

Build & Launch

Campaign build, ad copy written (3+ variants per group), landing pages built and published, bid strategy set. Campaigns go live. First impression and click data begins within 48 hours.

Month 2 - 3

Optimise

Weekly optimisation cycles: search term review, bid adjustments, ad copy testing, negative keyword expansion, quality score improvements. Cost per lead falls as campaign data matures.

Month 3+

Scale

Winning campaigns scaled. New ad groups and landing page variants added. Budget reallocated from underperforming to high-converting terms. Pipeline contribution attributed and reported monthly.

Client spotlight

Paid search in practice — what the work actually looks like

We run PPC as part of a broader content and growth programme — connected to the website, the content, and the CRM. Here is what that looks like for a current client.

Migrate UK — UK Immigration Lawyers

Migrate UK is one of the UK's leading immigration law firms, established in 2004 with over 8,000 visa applications successfully handled. They serve both businesses managing global workforces and individual applicants — each with distinct search behaviour, different commercial intent, and very different keyword economics.

Immigration law is a high-intent, high-CPC category. Buyers searching for "skilled worker visa sponsor licence" or "UK immigration lawyers for businesses" are making decisions with significant financial and legal consequences. The quality of the landing page, the relevance of the ad copy, and the credibility of what the visitor finds when they click is the difference between a qualified enquiry and a wasted click.

Rudo manages the full Google Ads programme for Migrate UK — from keyword strategy and campaign build to weekly optimisation and monthly commercial reporting. The campaign runs alongside Rudo's content, copywriting, and pillar page programme, so the paid and organic channels reinforce each other rather than competing for budget.

Google Ads management Keyword strategy Landing page builds Conversion tracking Weekly optimisation Monthly pipeline reporting

2004

Established — two decades of UK immigration expertise

8,000+

Visa applications successfully handled

B2B + B2C

Two distinct campaign structures — business and individual applicant audiences

What Clients Say

The outcomes,
in their own words

★★★★★

"Our inbound enquiry quality had measurably changed. We were getting fewer unqualified leads and more conversations with the right type of buyer — people who had already read our content and understood what we do. The site is doing the qualification work that used to fall to our sales team."

Deborah O'Sullivan

Director · Ten2Two

B2B Recruitment

★★★★★

"What stood out was that they understood we weren't just buying a website — we were investing in a system that connected our marketing to our sales pipeline. They approached discovery as a CRM architecture project, not just a design brief. The result is a site that generates qualified pipeline, not just traffic."

Hayley Van Leeuwan

Director of Product · Voyager Worldwide

B2B SaaS

The team

Eight people. All in-house.

No juniors assigned while seniors pitch new business.
The same team who presents at kickoff works on the project.

Charlotte

Head of Strategy

With over 10 years in B2B marketing, Charlotte leads with insight and precision. She shapes smart, scalable strategies that help complex brands connect, convert, and grow.

Mike

Tech Lead

Mike turns vision into reality through clean, scalable code. Whether it’s WordPress, HubSpot, or full-stack builds, he ensures our websites are fast, flexible, and future-proof.

Nick

Design Lead

Nick leads with clarity and creativity. His UX and visual design work distills complexity into experiences that feel intuitive and look world-class across every screen.

Petra

SEO Specialist

From SEO to messaging, Petra knows how to turn content into conversions. She brings energy and creativity to every campaign — and helps clients get found for all the right reasons.

Ivi

Paid Media Specialist

Ivi plans and optimises multi-channel campaigns across Google, LinkedIn, and Meta. She brings precision, performance thinking, and a results-first mindset to every paid strategy.

Oleg

UX/UI Designer

Oleg blends empathy and structure to create beautiful, conversion-focused interfaces. His designs are always rooted in strategy and built for users, not just screens.

Anna-Bet

Content Specialist

Anna-Bet crafts messaging that’s sharp, human, and aligned with your brand’s voice. From positioning to site copy, she turns big ideas into meaningful stories that stick.

Umesh

HubSpot Specialist

Umesh makes HubSpot work harder for your business. From Content Hub to CRM integration to custom modules, he ensures your marketing tools are smart, smooth, and seamlessly connected.

Common questions

Everything you need to know about B2B paid search

The questions we hear most from B2B Marketing Directors evaluating paid search. Including the ones about why most B2B PPC campaigns underperform — and what to do differently.

How does your management fee work — do you take a percentage of ad spend?

No. Rudo charges a fixed monthly management fee. Your ad spend goes directly to Google/LinkedIn/Facebook — billed to your card or account, not to us. This means there is no financial incentive for us to recommend higher spend than the data justifies. Recommended minimum ad spend: Starter from £1,500/month, Growth from £3,000/month, Authority from £6,000/month. We will give you a specific recommendation based on your sector and competition on the first call.

Which platforms do you manage — Google, LinkedIn, or both?

Both, depending on your brief and budget. Google Search captures buyers actively searching for your category — the highest commercial intent channel available. LinkedIn reaches specific job titles, industries, and company sizes before they search — better for ABM, brand presence with senior decision-makers, and categories without significant search volume. The Starter tier focuses on Google Search. Growth and Authority tiers include both platforms. We recommend the right combination based on your ICP and where your buyers spend time.

How much should we spend on ads?

This depends on your sector, competition, and target cost per lead. We recommend a minimum of £1,500/month ad spend on the Starter tier, £3,000/month on the Growth tier, and £6,000/month on the Authority tier. Below these minimums, campaigns do not generate enough conversion data for meaningful optimisation — you spend budget but learn slowly. We will give you a specific recommendation based on your market and CPC landscape in the first call — including an honest view if the numbers don't work for your deal value.

How long before we see results from B2B paid search?

Most campaigns generate their first qualified leads within two to four weeks of launch. Cost per lead typically improves significantly between months two and four as campaign data matures and optimisation cycles compound. B2B paid search is not an overnight channel — it is a predictable one once campaigns are properly configured. We commit to a minimum 3-month programme, and we will not recommend scaling spend until the data supports it.

Why do you build dedicated landing pages rather than using our existing website?

Because the website is designed for everyone — PPC traffic converts best on a page designed for the specific intent of the ad. A dedicated landing page has one message, one CTA, no navigation escape routes, and is precisely matched to the ad copy and keyword that triggered the click. Sending PPC traffic to a homepage or generic service page is the single most common reason B2B paid search campaigns underperform. Every Rudo PPC programme includes dedicated landing pages built by our design team in your CMS.

How do you measure whether PPC is contributing to pipeline?

We configure conversion tracking in GA4 and Google Ads from the start — form fills, phone calls, and where possible, downstream CRM events. Where your CRM is HubSpot, we connect paid attribution so you can see exactly which keywords, ads, and campaigns generate leads that convert into qualified pipeline. Monthly reports show cost per qualified lead, pipeline generated, and ROAS — not impressions or CTR as primary metrics.

How is B2B PPC different from consumer or eCommerce PPC?

Significantly. B2B buyers have longer decision cycles (60–120 days), multiple stakeholders (5–10 people per deal on average), and lower search volumes for commercial keywords. Rudo operates as a SaaS PPC agency and B2B paid media agency, running B2B PPC management programmes built around these dynamics — not repurposed B2C or eCommerce campaign structures. This means B2B PPC requires tighter keyword targeting, stronger negative keyword management, longer attribution windows, and conversion goals that reflect multi-touch B2B buying behaviour. Generic PPC agencies apply eCommerce playbooks to B2B campaigns — the result is high volume, low quality, and a disconnect between ad metrics and actual pipeline.

Can we add paid search to an existing Rudo retainer?

Yes. Paid search is designed to complement SEO — it provides immediate pipeline while organic rankings build over 6–9 months. If Rudo built your website, landing page builds are faster and cheaper because we know your design system and CMS.

Free PPC Audit

Start with a free PPC audit — no commitment

We will review your current campaigns (or your competitors' ads if you're not yet running), identify the highest-value opportunities, and give you an honest view of what a paid search programme could generate for your business.

The audit covers your current account structure, keyword gaps, wasted spend, landing page alignment, and conversion tracking accuracy. Delivered within 3 working days. Plain English — no padding.

No obligation — audit is free regardless of next steps
Delivered within 3 working days
Covers Google Ads, Microsoft Ads, and LinkedIn if active
B2B companies only — we'll say if PPC isn't right for you

Book your free PPC audit

We respond within one working day to arrange a brief kick-off call.

B2B paid media agency — guides and resources

Practical guides on B2B paid search, Google Ads strategy, LinkedIn Ads management for B2B, and how paid search fits into a complete pipeline growth programme.

B2B paid search: the complete guide

How much should a B2B company spend on Google Ads?

How to measure cost per qualified lead in B2B paid search

Google Ads vs LinkedIn Ads for B2B: which should you run first?

B2B Google Ads: why most campaigns fail and how to fix them

Should B2B companies use broad match or exact match keywords?

B2B pipeline, not just traffic

Paid search that
generates pipeline
not just clicks.