The B2B paid media agency that reaches the buyers who have not found you yet.
B2B paid media puts your message in front of the people in a buying group on LinkedIn, Google and Meta, and in the newsletters and publications they already read. We choose the audience from your account list, run the ads and the retargeting, and report on meetings and revenue.
What does a B2B paid media agency do?
A B2B paid media agency buys attention from a defined set of companies and roles, and turns that attention into conversations. That means choosing the audience from your target accounts, running ads on the platforms where those people spend time, showing the story again to people who have seen it once, and connecting the spend to meetings and revenue.
Paid reach matters because shortlists form early. 6sense’s 2025 report found that buyers place about four of the five vendors they evaluate on their shortlist from day one1. Among buyers who ranked a shortlist before contacting any seller, 84 percent went on to buy from the first vendor they spoke with1. A company that no one on the list has heard of starts from behind, and ads are one of the few channels that let you reach those people on purpose instead of waiting to be found.
Buying groups are large, and each member sees something different. Forrester’s survey of nearly 18,000 business buyers found an average of 13 internal stakeholders and nine external participants in a buying decision2, which is why we plan the audience around roles, with a message for each.
- 6sense, “B2B Buyers Are Even Less of a Blank Slate Than We Thought” (November 12, 2025), from its 2025 B2B Buyer Experience Report.
- Forrester, “The State Of Business Buying, 2026” (January 2026). Survey of nearly 18,000 global business buyers.
- The account list
Ads offer a useful asset to named accounts and give people a reason to recognize your company before they meet it anywhere else.LinkedIn matched audiences
- People who saw an ad once
The same storyline appears again, because a single exposure rarely builds recall.Retargeting on LinkedIn and Meta
- People who clicked or downloaded
They move into a separate nurture track instead of the cold program.Follow-up outside the ads
- People searching right now
Search ads meet the comparison, integration and pricing queries a late-stage buyer types.Google search
Why most B2B paid media stalls at clicks
Three things go wrong, and a bigger budget does not repair any of them.
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It targets a title instead of a buying group
A campaign aimed at one job title reaches a fraction of the people who approve a purchase. The finance approver, the technical evaluator and procurement never see the message, and each of them can stop the deal.
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It spends on people who do not know the name yet
In the engagement behind our email case study, the targeting was sound and the email open rate was still 1.7 percent, because the people on the list had barely heard of the client. Six weeks of ads to that list changed the question from who to contact to whether they recognize us.
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It reports what the platform counts
Platforms report impressions and clicks, while finance counts meetings and revenue. In the same engagement about 213 clicks led to six meetings and two conversions, and the clicks alone say little about the $40,000 those conversions booked.
What a B2B paid media engagement covers
Six pieces of work, and the mix depends on your accounts, your offer and how long your buyers take to decide. Each one can be taken on its own.
- Choose the audience from your account listAudiences come from your target accounts and the roles in a buying group, which keeps spend on companies you would actually want as clients.
- Run LinkedIn ads for the whole buying groupSingle-image and document ads offer a useful asset, and ads can also promote a founder’s own posts, which connects to our founder branding work.
- Capture buyers who are already searchingGoogle search ads meet the comparison, integration and pricing queries that a late-stage buyer types, and they sit on pages built for that question.
- Show the story againRetargeting on LinkedIn and Meta repeats the storyline to people who have seen it once. In our case study each person reached saw the ads about eleven times over six weeks.
- Place content where your buyers already readSyndicated content in the publications and newsletters your buyers follow puts your argument in front of them in a place they already read.
- Report on meetings and revenueEvery report connects spend to meetings and pipeline, with clicks and impressions shown as supporting evidence, which gives finance and sales numbers they recognize.
What your first quarter looks like
The shape is the same for most clients, and the detail depends on your audience size, your offer and your sales cycle.
- Month 1
Audience and offer
We turn your account list and buying-group roles into audiences, agree the asset or offer each one sees and set up tracking, which lets a meeting be traced to the ad that preceded it. You approve the audiences and the budget before anything launches.
- Month 2
Launch and repeat
The first flight runs for about six weeks, with retargeting from the first week. People who download or respond move into a nurture track, and we review audience quality every week.
- Month 3
Read and reallocate
We compare cost per meeting and meetings per account across audiences, retire what did not work and move budget to what did. The next quarter follows those numbers, because a single flight can mislead.
What we will not do
Five commitments, because they mark the places where B2B paid media most often goes wrong.
- We will not report on clicks aloneClicks that never reach sales are a cost, and every report therefore connects spend to meetings and to the deals they touched.
- We will not spend on audiences we cannot nameEvery audience traces back to accounts and roles you approved, which keeps the budget off broad targeting that attracts readers who will never buy.
- We will not promise a cost per leadCosts vary with audience size, offer and market. In our case study the ads cost about $19 per click and $75 per thousand impressions, and those are one client’s figures over one quarter.
- We will not keep the account hostageAd accounts, pixels and audiences stay in your name, which means you can leave without losing the data.
- We will not hide what ads cannot doPaid reach ends when the budget does. We tell you when a month of spend would do more as search or content work, even when that means a smaller ad budget.
Is this the right fit for you?
Paid media earns its cost when you can name the companies you want, when your offer gives a buyer a reason to engage and when the deal value covers a longer program. That describes most IT services and B2B tech firms, and many SMBs with a defined target list. A start-up with a small budget usually begins with a single audience and a single offer. Paid media sits inside our discoverability work alongside SEO, AEO and GEO, and founder visibility, and it also runs as one channel inside GTM engineering. You can take it on its own or alongside the rest.
Straight answers
What does a B2B paid media agency do?
It reaches a defined set of companies and roles through ads on LinkedIn, Google and Meta and through syndicated content, repeats the message to people who have seen it once, and reports on the meetings and revenue that follow. The audience comes from your target accounts, and the creative offers something a buying group finds useful.
Which platforms do you run?
LinkedIn, Google and Meta, plus syndicated content placed in the publications and newsletters your buyers follow. We choose by where your buyers spend time and what your offer needs, and we start with one or two instead of spreading a small budget across all of them.
What does B2B paid media cost?
It depends on the size of the audience, the market and how long the program runs. In one MotiveGTM case study, six weeks of LinkedIn ads to an audience of about 12,000 people at about 1,600 accounts cost $4,000, at about $19 per click, and those figures describe one client and should not be read as a benchmark.
How soon does paid media show results?
Reach starts within days of launch, and conversations follow over weeks. In the case study the positive reply rate rose from zero to 7 percent within three months, although the email setup was rebuilt over the same period, which means the lift cannot be divided between the two.
Can paid media work with our email and outbound?
Yes, and that combination produced the result in our case study. Ads made the list familiar with the company, and the storylines in the ads reappeared in the email subject lines. Paid media also stands on its own when you have no outbound program.
Book a discovery call
Tell us which companies you want to reach. On the discovery call we’ll look at your account list, your offer and your sales cycle, and show you where a first flight should start.