Investing in the right B2B PPC company can drive serious pipeline growth, but only if you’re working with the right partner. Too often, businesses fall into the trap of hiring a generalist agency or freelance setup that doesn’t fully understand the complexity of B2B marketing. Budgets get wasted. Funnels stall. And the strategic upside of paid media is never fully realised.
Why hire a B2B PPC company in the first place?
Outsourcing helps organisations bring in expertise that moves the needle. Most in-house teams juggle multiple priorities. PPC becomes an afterthought, set up once and left to tick along. A B2B PPC company brings focus, structure and the kind of cross-account insights that reveal what’s really working in your industry.
It’s not just about managing bids or writing ad copy. A good B2B PPC management partner will test relentlessly, challenge assumptions and adapt fast. And when it comes to B2B, that agility matters more than ever. You’re dealing with longer sales cycles, smaller audiences and more complex decision-making units. Generic campaigns won’t cut it.
What to look for in a B2B PPC partner
There are thousands of agencies out there — and plenty that say they do B2B. Here’s how to filter the pretenders from the real contenders.
Proven B2B experience
Ask to see case studies. Not just Google Ads screenshots — full stories with business context, strategy and impact. If they’ve worked with companies in your niche or targeting similar personas, that’s a green flag.
Strategy over setup
Anyone can build a campaign. But the right B2B PPC company will start by understanding your funnel, your goals, your customers — and build everything from there. It’s not about ticking boxes. It’s about getting to outcomes.
Custom reporting
If all you get is clicks and impressions, run. Reporting should map to business goals — leads, pipeline influence, deal velocity. You should be able to answer, “Is this working?” in five minutes, not fifty.
Platform agility
LinkedIn, Google, programmatic — a good B2B PPC advertising partner knows how to adapt strategy across platforms, not just default to what’s easy. Different stages of the funnel, different buying behaviours, different channels.
Questions to ask during the pitch process
There’s no perfect script for agency interviews — but there are smart questions that expose depth (or lack thereof).
- “How do you approach B2B audience targeting on Google?”
- “How do you structure campaigns by funnel stage?”
- “What’s your typical client retention rate?”
- “Can I speak with an existing B2B client?”
Push beyond the pitch deck. A strong B2B PPC management agency won’t just answer — they’ll ask thoughtful questions back. If you’re doing all the digging, that’s a sign.
Red flags to watch out for
Some warning signs are subtle. Others are flashing neon.
- One-size-fits-all PPC packages
- No B2B references or detailed case studies
- Reports fixated on vanity metrics like impressions
- Reluctance to share account access or performance data
If it feels too templated, too secretive or too surface-level — trust your gut. The best B2B PPC advertising partners are transparent, accountable and genuinely invested in your growth.
Aligning your internal team with an external PPC agency
Even the best agency won’t succeed in isolation. Great PPC results happen when there’s a rhythm between internal and external teams.
- Assign a clear internal point of contact who owns the relationship
- Share your business goals, personas and product insight upfront
- Agree on meeting cadence, feedback loops and who owns what
And don’t just outsource — collaborate. That’s how we work at Cremarc. Our best PPC and paid media campaigns come from tight alignment, open conversations and shared ambition.
Choosing a B2B PPC company that moves the needle
The right B2B PPC company doesn’t just run campaigns. It pushes your strategy forward. It helps you focus budget where it counts. And it earns your trust not with vanity metrics, but with commercial impact.
Use this guide as your benchmark. If your current provider isn’t asking smart questions, showing relevant results or acting like a true growth partner — it might be time to move on.
And if you’re ready for a proper conversation about where paid media can take your business, we’d love to talk.
