B2B PPC Management

Paid search that brings in business, not just clicks.

Clicks are easy. Qualified enquiries from the right buyers at the right point in the cycle are not. Arlieo runs B2B paid search with the commercial result at the centre.

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The Problem with Most B2B PPC

Spend going up. Lead quality going nowhere.

Most B2B accounts cost more over time without producing more. Keywords, ads and audiences pile up. The report shows clicks. The sales team still complains about lead quality, and nobody can draw a line from the spend to the revenue.

The causes are usually the same. Broad match pulling in junk searches. Landing pages that do not match the ad. Tracking that counts form fills but cannot tell you which became customers. Budget spread too thin to work anywhere.

Arlieo starts with the commercial question. What does a good result look like for this business? Then the structure, targeting, pages and tracking are built to produce it.

What it covers

Six things that separate accountable PPC from expensive noise.

  1. 01

    Define a good result. Enquiry type, deal size, cycle length and territory shape what the campaign must produce.

  2. 02

    Verify tracking. Checked for accuracy before any optimisation. Wrong data poisons every bid and every report.

  3. 03

    Review structure and targeting. Intent, match types, negatives and audiences. Structure fixed before budget.

  4. 04

    Assess landing pages. Relevance, copy, forms and conversion path. A weak page wastes a good campaign.

  5. 05

    Optimise and report. Ongoing management on commercial outcomes. Budget shifts to what produces real results.

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Not Sure Where the Problem Is?

The audit reviews your paid search too

Spending on Google or Microsoft Ads without confidence in the return? The Multi Channel Audit is the logical start. It covers structure, tracking, spend and attribution, alongside SEO, analytics and website UX.

£975

Multi Channel Audit. One fixed price.

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Starts with a conversation. Fixed price. No automated tools.

  1. 01Campaign structure and intent reviewed.incl.
  2. 02Conversion tracking verified.incl.
  3. 03Wasted spend identified.incl.
  4. 04Reporting and attribution examined.incl.
  5. One fixed price. No surprises.£975

Common Questions

What B2B businesses usually ask about PPC.

We are already spending on Google Ads but not seeing results. What usually causes that?

The most common culprits in B2B PPC accounts are broad match keywords drawing irrelevant traffic, landing pages that do not reflect the search intent that triggered the ad, conversion tracking that counts the wrong things, and budget spread too thin across too many campaigns. The Multi-Channel Audit is specifically designed to identify which of those issues is affecting your account and prioritise what to fix first.

How much should we be spending on Google Ads?

There is no universal answer. The right budget depends on your sector, the competitiveness of your target terms, your current conversion rate and what a qualified lead is worth commercially. Arlieo will give a realistic assessment based on your specific market rather than a budget recommendation designed to increase managed spend.

Should we use broad match or exact match keywords?

In B2B paid search, precision generally outperforms volume. Broad match can work well when conversion tracking is reliable and automated bidding has sufficient data to optimise against — but in many B2B accounts, particularly in industrial or specialist sectors, broad match brings in a high proportion of irrelevant searches. The right answer depends on your account’s data quality and the specificity of your target buyer. This is examined in the audit.

Is Microsoft Ads worth running alongside Google Ads?

For many B2B product businesses, yes. Microsoft Ads reaches a different demographic profile that often skews older and more likely to be in a senior commercial or purchasing role. CPCs are typically lower. In industrial, agricultural and machinery sectors specifically, Microsoft Ads can be a cost-effective complement to Google Ads rather than an afterthought.

Enough Wasted Spend?

Find out where your paid search budget actually goes.

Start with the audit, or just have a conversation about your current setup.

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