How to Choose the Right B2B PPC Agency

Sreyashi Chatterjee
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November 16, 2022
How to Choose the Right B2B PPC Agency

Contents

Back in 1994, AT&T launched its first online ad as a part of its “You Will” campaign. Now there are billions of digital ads. 

Most of the ads you see over the web and applications are PPC (Pay-Per-Click) which indicates the tremendous growth of PPC over the years. In fact, SMBs invest $9K and $10K on PPC monthly. 

Now, you might wonder: “What is all the hype surrounding PPC?”

If you’re a B2B company, then let me tell you that PPC works great if approached correctly. The best PPC campaigns can make investments seem insignificant because $10 may bring in $200 or even $300 sales. That’s why PPC advertisers invested over $10 billion in 2017, and ever since, PPC’s growth has been explosive.

The catch in this PPC story is finding the best agency to manage your PPC campaigns. So, let’s start your search for the best SaaS PPC agency!

Characteristics of a Good PPC Agency

Before I tell you the characteristics of a good PPC agency, let me brief you about B2B PPC agencies.

A B2B PPC agency effectively manages your paid online advertising campaigns. It looks after the nitty-gritty of your paid ads to ensure the maximum success of the campaigns. 

Finding the best PPC ads agency isn’t a joke because many agencies are out there. So, here are the essential characteristics you must look for in a PPC agency.

1. Data-driven, Analytical, and Result-oriented

Data and analytics are critical to B2B PPC as they directly connect the revenue generated to ad spend. So, a B2B paid search agency must possess the ability to study and make decisions based on data and analytics.

The best PPC agencies understand how to use numbers to build the B2B PPC strategy that works to improve the bottom-line ROI. They use their experience and knowledge about your target market to create successful campaigns.  Moreover, a data-driven PPC agency gathers as much data as possible to build campaigns and shares data with their client. 

Here are a few questions to ask your PPC ads agency to confirm this characteristic before collaborating. For instance,

  • Do you share data and outcomes with clients?
  • What tools do you use to measure the crucial PPC metrics?
  • Do you provide a full analytics report?
  • What do you include in your analytics reports?
  • Will I have direct access to data analytics and reporting?

2. Equipped with Data Gathered from First-Party Sources & Strategic Partnerships

The best B2B PPC services agency owns an extensive database wherefrom they extract first-party data. The more campaigns they run, the more first-party data they gather about specific target markets and their behaviors. 

Further, a good PPC company knows how to utilize first-party data to predict a target market’s demands and buying patterns based on past client experiences and similar industries. A few agencies may also allow you to tap into their database of previous clients to develop an effective B2B PPC strategy.

B2B PPC agencies who love to stay ahead of the game partner with leading search platforms and social media channels. These sources bring first-hand data about target markets that can be used to build successful campaigns. 

3. Understanding of Local Search

Have you ever Googled ‘best restaurant near me’

We all have. In fact, most people use the ‘near me’ phrase to find local businesses like cafés, salons, grocery stores, and more.

According to 2018 statistics, 82% of smartphone users use Google and other search engines to find nearby businesses. In the US, one-third of consumers search for local businesses online. And local and organic searches together make up 69% of the overall digital traffic

Moreover, research also suggests that 76% of people who search for local businesses nearby visit a related business within 24 hours, and 28% of those searches result in a purchase. 

The numbers indicate that your B2B PPC services agency must have knowledge of local search. Once you get featured in local searches, your traffic can get huge. 

But you can never know about a PPC agency’s experience in local search unless you ask them a few questions;

  • What is your approach toward local paid search objectives?
  • Do you have success stories of your local PPC work?
  • How do you measure location-based keywords’ success?
  • Are bid modifiers used for location-specific queries?

4. Excellent Keyword Research Skills

If you want to see quick ROI growth, it is best to target commercial-intent keywords because consumers searching for “best CRM software” or “Buy MacBook Pro” are ready to purchase. 

However, PPC advertising is not only about making more sales. You may have other end goals like driving website traffic, adding more quality leads to your sales funnel, boosting brand awareness, or growing your email list. 

No matter your PPC campaign goals, your PPC marketing firm must understand your campaign's purpose and target the right keywords. 

To analyze a PPC agency’s keyword research skill, ask these questions on your first call:

  • How to identify the keywords to focus on?
  • What keyword research tools do you use?
  • Can you share a keyword strategy for a similar business?
  • What metrics do you track to see if a keyword is performing well?

5. Robust Mobile Optimization Capabilities

Mobile devices are everywhere. Hence, it is all the more important for PPC ads to be easily accessible on all devices.

Research shows that 52% of PPC clicks come from mobile and 70% of all paid search impressions are on mobile. So, strong mobile optimization capabilities are a must for good B2B PPC agencies.

Your B2B PPC company must be capable of designing creatives and writing copies for mobile devices. Moreover, they should also be able to handle the changing social and search algorithms. Here are a few questions to ask your B2B PPC agency to gauge this characteristic.

  • Are your PPC ad copies mobile-optimized?
  • Do you consider designing PPC ads for mobile rather than desktops?
  • Can you provide any mobile-specific PPC ad campaign results?

6. Expertise in Multiple PPC Channels

Good PPC management companies must know the right PPC channels to focus on. While there are several PPC channels, every niche has its favorite, depending on the target market and end goals. 

Similarly, some PPC agencies may excel in paid search campaigns, while others may hold expertise in social media campaigns. Like each campaign, PPC agencies differ too. So, ensure that the B2B PPC vendor you choose specializes in the platforms you want to use.

To find the best PPC vendor for your business, understand your needs first. What channels do you consider for your PPC ads? Do you need help with designing ads or ad copies? Are you looking for a collaboration, or do you prefer a complete hands-off project?

Decide what you want and then clear things out on your first interaction with the B2B PPC marketing company. 

7. Experienced in Digital Marketing

PPC or paid advertising is a subset of digital marketing, and the most competitive PPC agencies understand this very well. They are familiar with the other aspects of a digital marketing strategy.

The best PPC agencies have strong web designing, content marketing, and technical teams to look after all things digital marketing. They run effective PPC campaigns and can assist you with building engaging landing pages and creating blogs or eBooks for lead magnets. 

In short, your B2B PPC agency must be able to envision the bigger picture and then work on every aspect to achieve the larger business goals. 

5 Important Factors to Choose the Right B2B PPC Agency

Among the many B2B PPC services, a few might be right for you than others. Here are 6 decision-making factors that can guide you in choosing the best B2B PPC agency.

1. Services

Before checking out the B2B PPC agency’s services, list your needs. 

If you want everything, from B2B PPC strategy to graphics, content, and creatives for your ad, choose an agency that covers all of these. Similarly, consider the channels that the agency manages and holds expertise in. If you want to run your ads on social media but the agency handles only Google ads, switch to the next option. 

2. Transparency

You deserve to know what you’re paying for. So, ensure that the B2B PPC marketing company you choose shares everything with you – from PPC strategy and keywords to campaign results. 

Further, the agency should also communicate their price breakdown – how much you will spend on ads and what other things get included in the cost. Get clear answers from the agency before you finalize. This way, you can prevent surprises (read shocks) that often accompany the bill. 

3. Industry Expertise

Is the PPC marketing firm familiar with your industry? Are they in partnership with the ad platforms best for your industry?

Collaborating with B2B PPC experts who have previously worked in your industry means they will understand your goals better. Also, they will pick up on the little details that are unique to your industry and target audience.

Knowing specific stuff like industry regulations you follow, topics that engage your target audience the most, your regular approach to business functions, etc., can help you ace your B2B PPC strategy.

4. Pricing

When investing in B2B PPC, do consider your budget. While you might make the money spent on ads, it is not guaranteed. So, if you are trying out PPC for the first time, do not overspend, assuming it will generate a higher ROI. 

However, do not search for a cheaper option either. It may yield a different result than you expect. Choose the B2B PPC ads agency that has reasonably priced plans. Their rates might come as a percentage of the ad spend or as a flat fee. So, account for your ad spend when budgeting the agency services, as that might not be included in the pricing structure. Also, make sure to check the services offered within a specific price range. 

5. Reviews/ Testimonials

A B2B PPC agency isn’t going to tell you that they aren’t good. So, to judge the services, you must spend some good time reading reviews. 

Visit third-party sites like G2 and Capterra to read customer feedback. Also, visit the social media pages of the agency – Facebook, Yelp, Google, and other review sites.

Pair the third-party data with agency testimonials or case studies to make the best decision for your business.

Top 5 PPC Agencies for B2B SaaS 

Once you know your needs and deciding factors, you can begin your B2B PPC agency research. To start with, here are the top agency recommendations.

1. TripleDart

TripleDart -

Best for : Series A to Series D SaaS companies with minimum ACV of $5k

Strengths : Scientific approach to modelling pipeline marketing, Google ads, Linkedin ads, ABM, KPI-based commitments, Scaling budget, Data engineering

Notable clients : Freshworks, Avoma, Helpshift, Glean, Airbase, Multiplier, CleverTap, Sprinklr, Remote, MoEngage.

Reviews : Rated 4.8/5 with a total 40+ reviews in Trustpilot and 50+ B2B SaaS Case Studies

Pricing : Starts @ $3500/month for Paid Media Operations flat fee and no hidden % spends

Specialisation: AI, Dev Tools, Hr Tech, CyberSecurity, Vertical SaaS, CX, Sales & Mar Tech, Fintech, Enteriprise, Data, SaaS for Ecom, Creator Economy.

Employee Size: 80+ Employees

Location:  Remote employees from 12+ Countries  & Have office in Dallas, US & Bangalore, India.

Overview:

Tripledart started in 2021 as a B2B SaaS Performance marketing agency and has evolved into one of the fastest growing end-to-end marketing agency for B2B SaaS companies. TripleDart has about 120+B2B SaaS companies in its portfolio across different growth stages. TripleDart has 80 members from 10 countries and has it's main hub in Bangalore, India and Dallas, Us. Founded by former marketing leaders from Freshworks, Zoho, Remote, and Hubspot.

TripleDart manage approximately $150 million per year in ad spends and have most of their clients in the US, UK, EU and APAC. They have also awarded as one of the Fastest growing SaaS performance marketing agency by Yourstory, Growfirm and others.

TripleDart specialize in serving post-PMF SaaS brands and they have close to 50+ SaaS Paid media case studies.

If you are a B2B SaaS brand and looking to invest in paid marketing or want to free ppc audit. Look no further than Tripledart

Scale Your Business with TripleDart's High-Impact PPC Strategies
Book a Call

2. Directive Consulting

directive consulting for b2b ppc

Best for:  Enterprise B2B Clients

Strengths: Customer Generation methodology and conversational ads, Paid search ads

Notable clients: Sendoso, New Relic, Manta, Cosential, Fanbyte, Procare, Xactly

Reviews: 4.7/5 Based on 50+ Clutch reviews, but they have a very sub par employee attrition rate

Pricing: Starts @ $7500/month for Paid Media Operations + Media spends

Specialisation: Enterprise, Long Sales Cycle deals

Employee Size: 150+ Employees

Location: US and UK

Overview

Directive is a leading  marketing agency that enterprise brands trust to scale their business. Directive is a full funnel agency doing in SEO, PPC advertising, CRO, content marketing, social media and digital PR. These services are driven by a dedicated team of specialists who utilize data to drive strategy with Directive’s powerful analytics hub. This technology delivers unparalleled transparency and insight into marketing efforts.

Founded in 2014 and headquartered in Irvine, California, Directive has expanded opening a second headquarters in Austin, Texas; with offices in major markets including Los Angeles; San Francisco; New York City; and London.

3. Omnilab Consulting

Omnilab consulting

Best for: Seed to Series A B2B SaaS companies

Strengths: Paid Search ads for Scaling and optimisation

Notable clients: Drata, Turtl,BroadSign, Blameless

Reviews: No Reviews found

Pricing: Starts @ $4500/month for Paid Media Operations flat fee + Creative package

Employee Size: 10 Employees

Location: US

Overview

Omni Lab helps B2B SaaS companies create and capture demand through paid ads to drive more qualified pipeline for your sales team with minimum ad spend

Omni Lab will help you create brand awareness and capture existing demand across channels like: Facebook, LinkedIn, Google Ads, Bing, YouTube, and more.

Omni Lab will optimize and launch new paid ad campaigns that help drive pipeline and revenue for your business.

4.Hey Digital

HeyDigital - B2B SaaS PPC agency

Best for: Seed to Series C companies

Strengths: Project Management, Creatives and Video ads, Paid Social

Notable clients: Wiza, Posthog, Fathom analytics, Sprig

Reviews: Rated 4.7/5 based on 3 clutch reviews

Pricing: Starts @ $6500/month for Paid Media Operations flat fee and no hidden % spends

Employee Size: 25 Employees

Location: Estonia based and Remote

Overview

Hey Digital help SaaS and Tech companies scale key metrics such as free trials, leads, demo requests, webinar attendees and ultimately paid users by building out successful paid acquisition campaigns on both Facebook and Google.

Hey Digital work with two types of clients:

Established SaaS companies who already have a high converting funnel in place and a minimum MRR of $50,000.

Early stage SaaS companies who have raised their seed or series A round, are looking to aggressively scale their business and are able to commit to at least $10,000 per month in ad spend.

5.Klientboost

Performance marketing agency - Klientboost

Best for :  US based Scaleups ( Ecommerce, SaaS)

Strengths : Google ads, Youtube ads and Project Management

Notable clients : Hotjar, Segment, Owning, Fashionphile

Reviews : 4.7/5 from G2 and Clutch.

Pricing : Starts @ $5000/month for PPC + % of spends.

Specialisation: Ecommerce, SaaS Paid Search and conversion rate optimisation

Emp Size - 100 Employees

Location: LA, California, United States

Overview

KlientBoost is a digital performance marketing agency with the most published wins (case studies, reviews, video testimonials).  Through paid advertising, SEO, email marketing, and conversion rate optimization, they accelerate the growth for 200+ clients in the SaaS, eCommerce, and lead generation space. Simply put, they are an ROI expert able to squeeze more ROI from your marketing channels because they always experiment with better ways to get things done.

Google AdWords, Bing Ads, PPC Marketing, Paid Search Marketing, Search Engine Marketing, SEM, PPC, Landing Pages, CRO, LPO, SEO, Email Marketing, Facebook Ads, YouTube Ads, B2B Marketing, and eCommerce Marketing

Final Note

Crafting impressive ad copies, designing dramatic creatives, and building perfect conversion-focused landing pages is important. But choosing the best B2B PPC agency is also equally important. 

There are undeniably powerful platforms in the market offering you digital marketing services. All you need to do is pick the agency that fits your business needs, goals, and your target audience. Once you partner with the right B2B PPC agency, your growth will be unstoppable. You can generate more leads, increase conversions, and make more money. 

So, before you decide on your B2B PPC partner, remember that the right one can make a huge difference for your business. 

FAQs

What is PPC in B2B marketing?

B2B PPC is a paid marketing method that involves bidding on keywords and where advertisers pay only when visitors click on their ads. As the name suggests (Pay per click), this marketing method implies paying-for-clicks. With B2B PPC management companies, businesses can capture leads faster and more efficiently.

How do I target B2B audience on Google Ads?

To target B2B audience on Google ads, you must first find the right keywords. Then, set a campaign objective and choose the perfect type of ad. Don’t forget to optimize your copy and landing page with the keywords and leverage Google Ad extensions. Once you launch the PPC ad, track the results for further improvement.

Sreyashi Chatterjee
Sreyashi Chatterjee
Head of Content @ TripleDart. Curious about anything SaaS marketing.

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