B2B PPC that drives meaningful revenue, not just leads
For businesses where every lead is worth real money. I plan, build and manage your Google Ads, LinkedIn Ads, Microsoft Ads and Meta Ads, then optimise your landing pages and split-test them to maximise return on ad spend on high-value B2B leads. The person building your account is the person on the call.
Direct and honest: I'll only recommend a PPC strategy if I think it will work for your business.
- 15+ yrsrunning paid campaigns
- £1k–£100kmonthly budgets managed
- £500 → £50kone account scaled, profitably
- Lead gen + e-comboth sides of PPC
"We (at Swan) have been using Jonny for the past 2 years and he has been a delight to work with over that time. He has advised us on several topics during our time working together and more importantly, we have seen our revenue increase significantly, due to the leads generated from Jonny's PPC campaign. He really is an expert in his field and I would recommend his services to anyone that is looking to launch a new PPC campaign!"
B2B PPC where every lead is worth real money
In B2B, a single qualified lead can be worth a great deal. That changes how an account should be built, measured and optimised, and why cheap clicks and form fills are the wrong target.
B2B audiences are small, clicks are expensive and buying decisions involve several people, so every click has to count. I focus on lead quality, landing page conversion and revenue rather than click volume.
That's the difference between an account that generates enquiries and one that generates meaningful revenue.
Get a free B2B PPC reviewWhy B2B PPC needs a different approach
A small, valuable audience and long buying decisions mean wasted spend hurts more, and lead quality matters more than lead volume.
- Small audiences and expensive clicks
- Several decision-makers behind every sale
- Lead quality matters far more than lead volume
How I maximise ROAS on high-value B2B leads
My approach is root and branch: I look at everything between the search and the sale (market, keywords, messaging, landing pages, tracking and reporting) so every part of the account works together.
Where most PPC management stops at bids and budgets, I go further, with landing page design and structured split testing built into the work.
Judged on lead value
I start by agreeing what a qualified lead and a closed sale are worth to you, so optimisation targets revenue, not cheap form fills.
Landing pages built for the campaign
Pages designed around your audience and offer and matched to the ad that brought the visitor, with design and content included.
Split testing, properly run
A/B tests run on a dedicated platform with statistical analysis, so every change is based on evidence. See my conversion rate optimisation work.
Reporting your board will read
Leads, sales and ROI, presented the way the board wants to see them, not clicks and impressions.
My B2B PPC approach
I provide an open, honest and transparent service. Every account starts with understanding your business, your buyers and what a lead is actually worth to you.
Understanding lead value
What a qualified lead, a sales conversation and a closed deal are worth to you, so the account chases revenue, not cheap form fills.
Market & competitor analysis
Who you're up against, what they're bidding on and where the gaps are.
Keyword & audience research
The high-intent searches and the right decision-makers, plus the costly clicks to exclude.
Conversion tracking & optimisation
Accurate tracking set up first, so every decision is based on real results.
Ad messaging that pre-qualifies
Ad copy that speaks to your buyer and pre-qualifies the click.
Landing pages built for the campaign
High-converting pages built around your audience and offer, matched to the ad that brought the visitor.
Split testing
A/B tested on a dedicated platform with statistical analysis, so every change is backed by evidence.
Day-to-day management & reporting
Search terms, bids, budgets and negatives managed daily, with leads, sales and ROI reported the way the board wants to see them.
Judged on revenue, not form fills
Every part of the account is built around what a high-value lead is worth to your business, so optimisation chases qualified leads and revenue rather than cheap clicks. That's what turns a well-managed account into meaningful revenue growth.
A PPC client example: ProGARM
Stephen Conlan, Marketing Manager at ProGARM, on working together:
"Jonny is absolutely brilliant to work with. Aside from being great to work with, his knowledge across SEO and PPC is unmatched. Jonny has helped with everything from our PPC campaigns where he improved ROI to SEO, where he has led the developers with website migrations and merges across multiple languages.
His reporting is available in-depth but he presents it in a way that shows the figures the board will want to see so you don't have to try and de-marketing-jargon it for everyone.
100% would recommend Jonny to anyone looking for support with their SEO or PPC."
My B2B PPC services
Campaigns managed on the platforms where B2B buyers are. No juniors, no handoffs, which is also why capacity is limited to one or two new clients at a time.
- Google Ads
- LinkedIn Ads
- Microsoft Ads
- Meta Ads
B2B strategy & new builds
Campaign structure, keyword and audience research and ad messaging built around your ideal buyers and what a lead is worth.
Monthly management
Day-to-day management across Google Ads, LinkedIn Ads, Microsoft Ads and Meta Ads, with detailed monthly reporting.
Account audits
Full account teardown with a prioritised action plan, useful whether or not we work together afterwards.
Landing pages & split testing
Pages built for the campaign, then split-tested and refined: the highest-leverage work in PPC.
B2B PPC questions, answered
What makes B2B PPC different?
B2B audiences are smaller, clicks cost more and buying decisions take longer and involve more people. That makes lead quality and tracking far more important than volume, so I build, measure and optimise around what a lead is worth to you.
How do you maximise ROAS on high-value leads?
By judging the account on qualified leads and revenue, not clicks. That means accurate tracking, ad messaging that pre-qualifies the click, landing pages built for the campaign and structured split testing to lift conversion on every pound spent.
Which platforms work best for B2B?
It depends on your buyers. Google Ads captures people already searching, LinkedIn Ads reaches decision-makers by role and industry, and Microsoft Ads and Meta Ads can add reach. I'll recommend the mix that fits your audience and budget, rather than spreading spend across every channel.
Do you build and test landing pages?
Yes. Design and content are both included, and every page is tracked from day one and A/B tested on a dedicated platform with statistical analysis. See my bespoke landing pages and conversion rate optimisation services.
What budget do I need for PPC to work?
I've managed budgets from £1,000 to £100,000 per month — the entry point depends on your market and cost per click, because you need enough conversion data to optimise against. On the consultation I'll tell you honestly whether your budget is workable, and if it isn't, I'll say so rather than take it.
Who actually does the work?
Me. There's no team, no juniors, no handoffs. That's also why capacity is limited to one or two new clients at a time.
Am I tied into a contract?
No. Management is a rolling monthly arrangement. Your account, your data — if you leave, everything stays with you.