Three channels. One team.
One pipeline.
Most B2B companies run SEO, paid search, and AEO as separate programmes with separate agencies — or they don't run them at all. Pipeline Growth combines all three under a single strategy, a single content programme, and a single monthly report. The channels share keyword intelligence and compound each other. One team builds it all. B2B-only since 2020. Rudo operates as a B2B demand generation agency and B2B lead generation agency — running integrated SEO, paid search, and AI visibility programmes for B2B companies that need pipeline from digital marketing.
3 x channels
SEO, paid search, and AI visibility — run as one integrated programme, not three siloed retainers
1 team
The same people who know your website, your content, and your buyers manage all three channels
Day 1
PPC delivers first qualified leads within weeks. SEO and AEO compound behind it. All three reporting in one dashboard from month one.
B2B-only
Since 2020 — every keyword decision, every content brief, every bid strategy built around B2B buying behaviour
B2B companies who chose Rudo
The problem
Separate agencies for each channel is costing you more than the fees
Most B2B companies that invest in SEO, paid search, and AEO run them as separate engagements — with separate agencies, separate keyword strategies, separate content briefs, and separate monthly reports. Each agency optimises for its own metrics. Nobody optimises for your pipeline. A B2B digital marketing agency that combines all three under one strategy is a fundamentally different proposition — this is what Pipeline Growth delivers.
The result is predictable: PPC keyword data never informs SEO targeting. SEO content is not structured for AI citation. AEO is a bolt-on rather than built into the content from the start. And at the end of the month, you're reading three reports that don't connect — and trying to work out yourself whether the combined investment is generating pipeline.
The channels only compound when they share the same strategy. PPC conversion data should tell you which keywords are worth the long-term SEO investment. SEO rankings should reduce your PPC spend on the same queries over time. And the content that ranks organically should be structured to serve both Google and the AI engines citing answers — not built separately for each.
3 - 5x
More pipeline generated when SEO, PPC, and content share a unified strategy vs running as siloed channels (Gartner, multi-channel attribution research 2025).
70%
Of B2B buyers use multiple channels in their research journey before vendor contact — Google search, AI engines, and paid ads at different stages of the same decision.
89%
Of PPC traffic is incremental to SEO — owning both paid and organic positions for the same commercial keyword captures 49% of all available clicks on that query (Google).
Shared keyword intelligence
One keyword research base feeds all three channels. PPC conversion data shows which terms generate revenue — so SEO targets the right keywords from month one, not six months of experiment.
Content that serves all three channels simultaneously
Pillar pages rank organically, get promoted via paid, and are structured for AI citation. One content brief. Three channels served. Zero duplication.
One pipeline report — not three channel reports
One monthly report showing organic leads, paid leads, AI-referred leads, cost per lead per channel, and total pipeline attributed. No reconciliation required.
The programme
Three channels.
One integrated growth engine.
Each channel has a distinct role in the B2B buyer journey. Together they cover every point at which a buyer can discover, evaluate, and engage with your company.
B2B SEO
Organic rankings that compound over time — generating leads at near-zero marginal cost once established. The highest-ROI channel over 12+ months. Technical SEO, pillar and cluster content, and strategic link building.
- Technical SEO audit and monthly maintenance
- Commercial keyword research and 12-month content roadmap
- Pillar and cluster content production (2–6+ pieces/month)
- On-page optimisation across priority pages
- Link building through editorial placements
- Organic pipeline reporting in GA4
Paid Search
Google Ads and LinkedIn Ads delivering qualified leads from week two of launch. The fastest route to pipeline — and the channel whose conversion data sharpens the entire strategy. Management fee only — ad spend direct to platforms.
- Google Search and LinkedIn Ads strategy and build
- Dedicated landing pages per campaign
- Weekly optimisation — bids, negatives, copy testing
- Conversion tracking in GA4 and Google Ads
- Competitor ad analysis and response strategy
- Pipeline attribution reporting per keyword
AI Visibility (AEO)
Get cited in ChatGPT, Perplexity, and Google AI Overviews when buyers ask the questions that precede your sales cycle. AI-referred visitors convert at 4.4× the rate of organic Google traffic — and arrive pre-qualified by the AI's answer.
- AI visibility audit across 4 major platforms
- Schema markup for AI readability (FAQ, Service, Author)
- Answer-first content structure across all pages
- Prompt gap analysis — queries you should be winning
- Citation tracking via Otterly.AI and Ahrefs Brand Radar
- AI referral attribution in GA4 and HubSpot
Why all three
Each channel covers
what the others can't
No single channel covers the full B2B buyer journey. Here's exactly what each one does — and why running all three under one strategy is fundamentally different from running them separately.
| Dimension | B2B SEO | Paid Search | All Three Together |
|---|---|---|---|
| Time to first pipeline | 4–6 months | 2–4 weeks | 2–4 weeks (PPC) + compounds from month 4 |
| Long-term ROI | 22:1 (3-year) | 2:1 (ongoing spend) | Highest — PPC funds SEO while it compounds |
| AI research phase coverage | Partial (if AEO-structured) | None | Full — AEO covers pre-search buyer research |
| Cost per lead over time | Falls as rankings hold | Fixed (per click) | Falls as SEO replaces paid on ranked terms |
| Buyer journey coverage | Awareness + consideration | High-intent decision stage | Full funnel — every stage covered |
| Keyword intelligence | SEO-only data | Paid-only data | Unified — paid conversions inform SEO targets |
| Content leverage | Organic only | Landing pages only | One content brief serves all three channels |
| AI citation (ChatGPT etc.) | Incidental | None | Systematic — AEO built into content strategy |
Transparent pricing
Single fee.
No hidden costs.
The fee covers strategy, content, campaign management, and reporting across all included channels. Ad spend for Google Ads and LinkedIn Ads is paid directly by you to the platforms — not included in the fees below and not marked up by Rudo. Strategy is included in month 1 — not charged separately.
Strategy is included in month 1 — not charged separately. Unlike agencies that bill a £5,000–£10,000 strategy project before the retainer starts, Rudo absorbs discovery, ICP mapping, keyword research, and channel strategy into the first month of your programme. You pay one monthly fee from day one.
Pipeline Growth
from
£6,000
SEO, paid search, and AI visibility run as one integrated programme — strategy included in month 1, no separate strategy fee. Channels are scoped based on your goals and timeline on the first call.
- Month 1: discovery, keyword research, and channel strategy — included
- Unified keyword strategy shared across all active channels
- Shared content programme — one brief, all channels served
- Technical SEO audit and ongoing maintenance
- Google Ads and/or LinkedIn Ads management
- Dedicated landing pages per paid campaign
- AI visibility audit, schema markup, and citation tracking
- Weekly optimisation across all active channels
- Monthly cross-channel pipeline report
- Monthly strategy call and Slack access
- HubSpot pipeline attribution setup where applicable
- Dedicated account strategist
Ad spend for Google Ads and LinkedIn Ads is paid directly by you to the platforms — not included in this fee and not marked up by Rudo. Channel scope (which of the three channels are active from month one) is agreed on the strategy call based on your goals and current position.
The B2B buyer journey
Your buyer uses all three channels. Are you visible in all three?
A B2B buyer discovering your category in 2026 does not follow a single-channel journey. They ask ChatGPT or Perplexity which companies specialise in what they need. They then Google the names that came up. They click a paid ad when they're further along and the messaging is specific enough to match their current stage. They read an organic blog post explaining the problem they're trying to solve. They return via a retargeting ad two weeks later when they're ready to shortlist.
If you're only visible in one of these channels, you're only catching buyers at one point in a multi-week journey. The buyers who find you via AI citation arrive pre-qualified. The buyers who click your organic result arrive educated. The buyers who click your paid ad arrive with specific, commercial intent. All three are worth having. None is sufficient alone.
The unique commercial case for running all three together is not just coverage — it is compounding. PPC conversion data tells you which keywords convert at the highest rate, so SEO targets those keywords from day one rather than discovering them six months in. SEO rankings reduce PPC spend on the same queries as organic positions strengthen. AEO content — structured for AI citation — also structures pages for featured snippets, which drives organic CTR. The three channels are not competing for your budget. They are multiplying each other's effectiveness.
57%
Of the B2B buying journey is complete before vendor contact. Buyers are using AI engines, Google, and paid results weeks before they fill in a form. Being invisible in any of those channels means missing shortlist consideration entirely.
94%
Of B2B buyers will use AI during their decision process They ask ChatGPT which agencies are best in class before they search Google. AEO covers that moment. SEO and PPC cover what comes next.
49%
Of clicks captured when you own both the paid and organic position for the same keyword. Running both channels on the same queries is not redundancy — it is dominance.
The Pipeline Growth programme is built on this insight. One strategy. One team. One content programme. Three channels compounding toward the same commercial goal.
Fit check
Is Pipeline Growth right for your business?
The programme works best for specific types of B2B companies at specific stages. Here is an honest view of who benefits most — and who should start with a single channel first. For B2B companies evaluating a B2B marketing agency, B2B growth marketing agency, or B2B performance marketing agency, Pipeline Growth is the integrated alternative to running three separate retainers.
Pipeline Growth is right for you if…
- You are already running one channel and want to add the others. The best Pipeline Growth clients already know that SEO, PPC, or AEO works for their business and want to integrate the channels they are missing — rather than starting from scratch.
- Your average deal value makes multi-channel investment commercially justified. If a single converted client is worth £10,000+, the ROI from a fully integrated pipeline programme at £6,000/month is straightforward. If deal values are lower, starting with a single-channel service may be the right first step.
- You have the budget for a 6-month commitment. Multi-channel programmes compound over time. The first two months are strategy and build. Months 3–6 are where all three channels begin contributing simultaneously. Stopping at month 3 is the most expensive investment you can make.
- You're frustrated by siloed channel reporting. If you're currently reading three agency reports that don't connect to pipeline, and you can't tell which channels are actually generating revenue, this programme is built to solve exactly that problem.
- Your buyers research online before contacting suppliers. If your buyers use Google, AI engines, and LinkedIn to research before making contact — which is true for the vast majority of B2B categories — all three channels are relevant to your buyer journey.
Start with a single channel first if…
- You've never run any digital marketing before. If you don't yet have a baseline — no analytics configured, no conversion tracking, no content foundation — start with a single channel, establish the foundations, and add channels in sequence.
- Your website doesn't convert. Unclear positioning, weak case studies, or broken contact flow will mean traffic from all three channels doesn't convert. Fix the website first — we can help with this too.
- You need pipeline in the next 30 days and have a limited budget. If budget is constrained and timeline is short, paid search alone gives you the fastest route to qualified leads. Start there and add SEO and AEO when the paid channel is generating consistent pipeline.
- Your buyers don't research online. If your sales pipeline is 100% relationship and referral-driven with no online research phase, the channel investment may not be justified. Most B2B categories have a significant online research phase — we will tell you honestly on the first call if yours doesn't.
- You sell to consumers. We are B2B-only since 2020. Consumer pipeline growth programmes have fundamentally different channel economics, content strategies, and conversion architectures. We do not run them.
How it works
From brief to full pipeline — what happens when
A structured six-phase onboarding that gets all three channels live and compounding as fast as possible — with no gaps between strategy and execution.
Week 1 · Strategy
Discovery & Brief
ICP mapping, buyer journey analysis, commercial keyword research, competitive landscape review, and channel priority recommendation. One shared strategy document covering all three channels — not three separate briefs.
Weeks 2–3 · Foundation
Technical Audit & Setup
Technical SEO audit and priority fixes. Ad accounts configured. Conversion tracking installed in GA4 and Google Ads. AI visibility baseline across ChatGPT, Perplexity, and Google AI Overviews. Schema markup implemented on key pages.
Week 4
PPC Live & Content in Production
Paid campaigns go live — first impression data within 48 hours. Dedicated landing pages published. First SEO content pieces in production. AI citation optimisation begins on existing key pages.
Months 2–3 · Optimise
Compounding Begins
Weekly PPC optimisation cycles. First SEO ranking movement. Content cluster published. AI citation frequency tracked and improving. PPC conversion data fed back into SEO keyword prioritisation.
Months 4–6 · Compound
All Three Channels Contributing
Organic leads attributable in GA4. AI referral traffic visible and tracked. PPC cost per qualified lead falling as campaign data matures. First full cross-channel pipeline report showing contribution per channel.
Month 6+ · Scale
As organic rankings strengthen on target keywords, PPC spend on those terms is reduced and reallocated to new growth areas. SEO and AEO compound. Pipeline cost falls. Programme expands into new sectors and keyword clusters.
Client spotlight
Multi-channel pipeline in practice — what it looks like
Migrate UK is the clearest example in our current client base of what integrated multi-channel pipeline growth looks like in a competitive B2B category.
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 — two distinct audiences with different search behaviour, different keyword economics, and different content needs.
Immigration law is a high-intent, high-competition category. A business searching for "sponsor licence application agency UK" is at a very different stage from one searching "what is a skilled worker visa" — and both represent genuine pipeline. Capturing both requires a combined organic content programme (for the earlier-stage, informational research) and a paid search programme (for the high-intent, late-stage queries where competition is highest and speed matters).
Rudo manages Migrate UK's full pipeline programme — organic content strategy, pillar page architecture, regular blog content, AI-optimised articles, and Google Ads management running in parallel. The paid and organic channels share the same keyword intelligence, so high-converting paid terms directly inform which organic content gets prioritised next.
2004
Established — two decades of UK immigration expertise
8,000+
Visa applications successfully handled
3 channels
SEO, content, and Google Ads running as one integrated programme
Client results
What B2B companies say —
and what we're building
The team
One team across all three channels
Eight people. All in-house. The same team manages your SEO programme, your paid campaigns, and your AEO strategy — no briefing across three agencies, no gaps in channel knowledge, no inconsistent quality between disciplines. One team. All channels.
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 about the Pipeline Growth programme
The questions we hear most from B2B Marketing Directors evaluating an integrated pipeline programme — including the honest ones about cost, timeline, and whether this is the right stage to start.
What is the Pipeline Growth programme?
Pipeline Growth is Rudo's integrated multi-channel programme combining B2B SEO, Google Ads and LinkedIn Ads management, and AEO (AI Visibility) under a single strategy, team, and monthly report. The channels share keyword intelligence, content, and attribution — so every channel reinforces the others rather than running in isolation.
Why combine SEO, PPC, and AEO in one programme?
Because the channels share the same buyer research journey. Your buyer searches Google (SEO and PPC), gets served AI answers (AEO), clicks a paid ad, reads an organic article, and converts weeks later.
Which channels are included?
Our Pipeline Growth package from £6,000/month covers SEO, paid search (Google Ads and/or LinkedIn Ads), and AI Visibility — all three channels, or a scoped combination based on your goals. We agree the right channel combination on the strategy call. Strategy is included in month 1 with no separate project fee.
Does ad spend come out of the monthly fee?
No. The Pipeline Growth fee covers strategy, management, content, and reporting across all included channels. Ad spend for Google Ads and LinkedIn Ads is paid directly by you to the platforms — it does not pass through Rudo. We charge a fixed management fee with no percentage-of-spend markup.
How long before we see results?
PPC generates first qualified leads within 2–4 weeks of launch. AEO produces measurable citation movement in 4–8 weeks. SEO begins showing ranking movement in months 2–3 and consistent pipeline contribution by months 6–12.
Can we start with fewer channels and expand scope later?
Yes. The programme is designed to scale. Yes. The channel scope can expand over time — for example, starting with SEO and PPC in months 1–3, then adding AEO from month 4 once the content foundation is in place. Strategy is re-baselined when a new channel is added at no extra cost.
How is this different from other demand generation agencies?
Three things: (1) Strategy included in month 1 — no separate strategy project fee before the work starts. One monthly fee from day one covers everything. (2) AEO as a first-class channel — not an add-on. AI visibility is integrated into the content strategy from the start, not retrofitted.
Do we need to already be running one of these channels?
No — we can start all channels from scratch. But clients who are already running one channel successfully (and have data showing it works for their business) tend to see the fastest results from adding the others, because the keyword intelligence already exists and the content foundation is partially built.
Free strategy call
Start with a free strategy call — no commitment
We will review your current marketing stack, identify the highest-value pipeline opportunities across SEO, paid search, and AI visibility, and give you a specific recommendation on which channels to run — and in which order — based on your commercial goals and timeline.
The call takes 30 minutes. You leave with a clear view of what an integrated pipeline programme could produce for your business, a recommended channel combination, and an honest assessment of where you are now versus where you need to be.
- 30-minute call — specific output, not a sales pitch
- Channel recommendation regardless of next steps
- We'll say honestly if a single channel is the right start
- B2B companies only — we'll say if we're not the right fit
Book your free strategy call
We'll respond within one working day to arrange a call.