Pay Per Click remains one of the fastest and most targeted ways to generate website conversions. Whether it’s Adwords or Bing, PPC enables a business to test new markets and scale in a way that few channels can, hence why it remains so popular in almost all B2B and professional service markets.

CPA methodology

The single most important element of any PPC campaign is being clear on the Cost Per Acquisition you are willing to spend. This should represent the figure at which the transaction should cease to be profitable. So, for example, if the lifetime profit value of a B2B customer is £20,000 and your conversion rate for leads is 5%, then you shouldn’t be willing to spend any more than £1,000 to generate that lead (initially a lot less). This model enables businesses to scale rapidly whilst retaining control of financials.


B2B PPC is hugely competitive so it’s essential that as well as intelligent keyword targeting and great ad copy, you also take advatange of the various ad extensions, such as star ratings or site links.

Landing page optimisation

Ultimately you can run the greatest PPC campaign in the world but if the landing page isn’t finely tuned to convert efficiently then all your hard work will be undermined. Ensuring that multiple variations of the page are split tested is a critical part of minimising your CPA and maximising scalability.

Shopping results

For eCommerce websites a more effective option is often the shopping results, the rankings of which are partially determined by bid.

Search remarketing

Search remarketing is the process of bidding more on terms that you typically wouldn’t bid as much for (or anything at all) on the basis that the searcher has previously visited your website and is therefore more qualified. It’s a powerful way of improving the conversion rate of your B2B PPC traffic.

Display remarketing

Display remarketing on the other hand involves displaying imagery on a range of targeted websites to people who have previously visited your website. It typically offers low conversion rate, but higher than general display advertising and can be an important element of building brand awareness.


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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.