How to Choose the Right B2B PPC Agency

Most B2B PPC agencies sound the same on paper.

The difference shows up when you look at how they think, how they structure campaigns, align with revenue teams, and make decisions in rapidly changing ad environments.

If you're hiring, you're likely not starting from scratch. You've tested channels, seen what underperforms, and know that surface-level optimization isn’t enough. You need a team that treats paid media as part of your growth engine, not a siloed line item.

This guide walks you through selecting the best B2B PPC agency, what to expect, and key red flags to avoid.

What Does a Paid Search Agency Do?

If you’ve ever assumed that a paid search agency just “runs ads,” think again. Most of the work actually happens before the ad even goes live. From mapping intent to fixing conversion tracking, effective B2B PPC agencies do the behind-the-scenes work to ensure your campaigns perform optimally.

Here’s what they do:

Data-Driven Performance Tracking

Nearly every paid search agency claims to be data-driven. The good ones prove it by tying campaign performance directly to real outcomes, like qualified leads and revenue, not vanity metrics like impressions or CTR.

That’s exactly how Sprinklr, a global customer experience platform used by brands like Cisco and McDonald’s, achieved when it partnered with TripleDart Digital. Before the partnership, their paid search efforts struggled with inconsistent bidding and irrelevant keyword traffic, leading to high spend with low conversion value.

TripleDart rebuilt the entire campaign strategy around meaningful data. They used a phrase and exact match keyword setup, excluded poor performers with zero conversions, and performed daily negative keyword audits to eliminate waste. But they didn’t stop at Google Ads dashboards. They tracked sales-qualified leads (SALs) and built monthly media plans based on actual buyer activity.

Sprinklr’s rebranded ad copy (based on what was already converting) led to a 30% increase in SALs, and monthly media planning with conversion-focused bidding helped keep results consistent across regions like the US, EMEA, and APAC.

Using First-Party Data and Creating Strategic Partnerships

With third-party cookies nearly obsolete in 2025, first-party data is a critical asset in B2B PPC. The right agency should know how to leverage your CRM, website behavior, and offline data to build high-performing, privacy-compliant campaigns. Ask how they’ll use this data to refine targeting, personalize messaging, and improve lead quality.

Equally important is finding an agency that acts as a strategic partner, not just a vendor. Look for a team that collaborates with your sales and marketing departments, understands complex B2B buying cycles, and aligns PPC with your revenue goals. They should offer insights beyond the click, using tools like offline conversion tracking and attribution modeling.

Researching Keywords and Understanding Search Intent

A strong PPC agency goes beyond basic keyword lists to deeply understand search intent and align it with your campaign goals. If you want immediate purchases, they’ll prioritize transactional keywords like “buy enterprise CRM software.” That targeting catches people ready to make decisions.

They also support broader goals. Maybe you want more newsletter signups, improved brand visibility, or traffic that boosts content monetization. In these cases, agencies recommend other keyword types like “learn about CRM integration tools” and pair them with valuable landing pages or resource content to drive the right user behavior.

Optimizing for Mobile and Localized Search

A paid search agency is responsible for making sure your ads perform across all screen sizes, especially mobile. With over 62.5% of PPC search ads clicks now coming from mobile devices, agencies prioritize mobile-first design when writing ad copy, choosing creative formats, and building landing pages. Instead of assuming mobile performance will follow desktop success, they use bid modifiers, call extensions, and location-based features to capture mobile-driven intent.

Strong agencies also recognize that mobile users are often searching with local intent. In fact, Google commands 93.8% of global mobile search share as of January 2025, and a growing number of those searches include terms like “near me.”

Bringing in Multichannel PPC Expertise

A skilled paid search agency will evaluate which platforms, including search, social, programmatic, or shopping, best fit your goals and audience.

For instance, they might run search ads on Google Ads, executive-targeted ads on LinkedIn, and retargeting campaigns using Microsoft Ads or display networks. Each channel requires its own strategy for targeting, bid adjustments, and creative formats. The agency will handle ad copy design, asset creation, budget allocation, and performance optimization across platforms.

A great agency can take a hands-off approach or collaborate deeply, depending on your needs. They'll start by asking which channels matter most, how involved you want to be, and whether you need help with creative assets or technical tracking.

Expanding Digital Marketing Efforts

Agencies that grasp broader digital strategies help everything work together, from ads and landing pages to email nurturing and content marketing.

TripleDart Digital stands out because of its deep specialization in B2B SaaS marketing. Unlike generalist agencies, TripleDart works only with SaaS clients. Our in-house SaaS experts apply the Predictable Growth Framework to scale trials and demos, and we instinctively assess ad spend payback periods and optimize conversion rates based on real revenue impact, not just clicks.

That mindset means PPC campaigns don’t operate alone. When PPC investments directly impact broader funnel metrics, such as customer acquisition cost and trial-to-paid conversion, your campaigns drive meaningful and measurable business results.

How To Choose the Right Paid Search Agency for B2B Businesses

Hiring a paid search agency can either move your pipeline forward or waste months on unqualified leads and inflated CPLs.

These are the traits that separate average agencies from those built for B2B growth.

Industry Experience

Agencies that handle B2B accounts understand that selling ERP software isn’t the same as selling sneakers. The purchase process involves multiple decision-makers, technical product research, and longer sales journeys. If your agency lacks this context, your campaigns may drive MQLs that stall before they reach sales.

Take manufacturing, for example. If your business sells high-precision tools to procurement teams at Fortune 500 companies, you need messaging that speaks to engineers, not consumers. A PPC agency that has worked with industrial automation firms or B2B wholesalers will already know how to build campaigns that speak to those personas using terminology they expect.

Instead of asking whether they’ve worked with bolt manufacturers, here’s what to ask:

• Familiarity with your average deal cycle and customer journey
• Understanding of how to market niche products or services
• Confidence handling lead generation with multiple buyer personas

Case Studies and Results

You wouldn’t hire an employee without a resume, right? Similarly, it’s unwise to hire a PPC agency without seeing what they’ve done before. Case studies offer valuable insight into how an agency tackles challenges like yours and what results they deliver.

When reviewing their examples, look for:

• Documented success in industries similar to yours
• Clear proof of ROI, not just impressions or clicks
• Before-and-after campaign snapshots (e.g., reduced cost per lead, increased demo bookings), preferably from 2023 or later

Ask for specifics, such as whether their work improved MQL-to-SQL conversion rates for a SaaS client or successfully scaled campaigns across multiple regions, all tied back to real revenue impact.

Transparency and Reporting

A solid B2B PPC agency will walk you through what’s working, what’s not, and what’s next. Look for:

• Regular reporting cycles (weekly, bi-weekly, or monthly)
• Custom dashboards that track revenue-driving KPIs
• Clear explanations of what actions are being taken and why
• Direct access to your account data

💡 Bonus: Ask how they tie ad performance back to your CRM or pipeline data. That’s how you get a full view of lead quality.

Tech Stack

When choosing a B2B PPC agency, one of the most telling signs of their capability is the tech stack they rely on. The tools an agency uses can directly affect how efficiently campaigns are managed, optimized, and scaled.

Look for tools like:

• Bid management platforms (e.g., Optmyzr) to automate and optimize bidding strategies
• Automation tools (e.g., Google Ads Scripts) to trigger budget shifts or campaign adjustments
• A/B testing software (e.g., Google Optimize) to experiment with ad copy, CTAs, and landing pages
• Tracking integrations (e.g., HubSpot with Google Tag Manager) to tie leads back to ad performance

Budget Fit

Some agencies charge a flat monthly fee, others take a percentage of your ad spend, and a few offer performance-based pricing. Not every pricing model works well for B2B, especially if your spend isn’t huge or your funnel is complex.

Understanding the main pricing options helps:

• Retainer-based: Fixed monthly fee for campaign management, best for consistency over longer sales cycles.
• % of ad spend: Scales with your media budget, but be cautious about inflated spend.
• Performance-based: Pay for results like demo bookings or qualified leads, which can be risky if not structured well.

Each model has pros and cons, but what matters most is how well the pricing fits your sales cycle and long-term goals. Ask what’s included in the price, as some agencies charge extra for CRO, copywriting, or design. Also look for:

• Clear cost breakdowns with no hidden fees
• Flexibility to pause or scale campaigns without penalty
• Transparent pricing tied to lead quality

Understanding of the Sales Funnel

A good B2B PPC agency knows that not every lead is ready to buy. They should build campaigns that speak to each stage of the funnel, from first touch to closed deal.

Look for:

• Top-of-funnel ads (like LinkedIn video or display) to build brand awareness
• Mid-funnel content (like whitepapers or webinars) to nurture interest
• Bottom-funnel offers (like retargeting with demo ads) to drive conversions
• CRM audience syncing (like HubSpot or Salesforce) to match ads to pipeline stages

You should ask these questions:

• How do you define a “qualified lead” and track it beyond the form fill?
• How do you support each stage of the funnel: TOFU (awareness), MOFU (consideration), BOFU (decision)?
• Do you work with sales or RevOps teams to improve lead-to-opportunity conversion?
• Can you show how your PPC campaigns support pipeline velocity or deal size growth?

Top B2B PPC Agency in 2025: At a Glance

Here’s a side-by-side comparison of the top B2B PPC agencies, highlighting their services, pricing, and more.

Now that we have a solid overview of the agencies, let’s dive deeper and examine them in detail.

Top 5 B2B PPC Agencies

Here are the top five B2B PPC agencies leading the way in 2025.

1. TripleDart Digital

Founded in 2021, TripleDart Digital has rapidly grown into one of the fastest-growing end-to-end marketing agencies for B2B SaaS companies. Managing approximately $150 million in annual ad spend, TripleDart serves clients primarily in the US, UK, EU, and APAC regions.

About 90% of our partnerships operate on a performance-based model. Initially, the focus is on hitting MQL targets, then transitioning to SQLs, pipeline growth, CAC reduction, and payback goals within the first three months. TripleDart also has a dedicated creative team that handles CRO, landing page design, video creatives, and all ad assets and copy needed for paid media campaigns.

TripleDart’s strategy is uniquely tailored for B2B marketing and unfolds through several key steps:

• Campaign audit: We start by thoroughly analyzing your existing campaigns to identify gaps, inefficiencies, and untapped opportunities.
• Predicting demand: Our team studies search demand and audience availability specific to your niche.
• Delivering unit metrics: We set precise micro-targets based on data, which form the foundation for building scalable, high-performing campaigns.
• Optimizing for the right events: Conversion goals are carefully examined and events fine-tuned using historical data.
• CRO optimization: We enhance campaign efficiency by continuously improving landing pages and user experiences.
• Add-on channels: Beyond core PPC, we integrate complementary paid channels to reach prospects across multiple touchpoints.
• Experiments and initiatives: We run targeted experiments on new products, emerging markets, and brand positioning.

Here’s how TripleDart Digital’s collaboration differs from working with an in-house team or other agencies:

Notable Clients

Freshworks, Avoma, Helpshift, Glean, Airbase, Multiplier, CleverTap, Sprinklr

Pricing

• Starts at $3500/month for paid media operations, flat fee and no hidden costs

What are Clients Saying About Working With This Agency?

“What I like most about TripleDart is the level of ownership they bring. They don’t just execute campaigns. They genuinely care about outcomes and take the time to understand our business goals. Their team is sharp, responsive, and always thinking one step ahead.” - G2

2. Directive Consulting

Directive is a leading paid marketing agency trusted by enterprise brands to scale their growth. As a full-funnel agency, they offer SEO, PPC, CRO, content marketing, social media, and digital PR. Their dedicated team leverages data-driven strategies powered by Directive’s advanced analytics hub, providing unmatched transparency and insight into campaign performance.

Notable Clients

Sendoso, New Relic, Manta, Cosential, Fanbyte, Procare, Xactly

Pricing

• Custom pricing

What are Clients Saying About Working With This Agency? 

“The consultative approach, always ready for meetings with review of the data, discussions on best practices and next steps. Very polished and professional.” - G2

3. Omnilab Consulting

Specializing in B2B SaaS, Omnilab Consulting helps early-stage companies, from Seed to Series A, accelerate growth through smart paid media strategies. Their small, focused team crafts tailored PPC campaigns across Google, LinkedIn, Facebook, and more, aiming to boost pipeline and revenue while maximizing ROI. 

Notable Clients

Drata, Turtl, BroadSign, Blameless

Pricing

• Core: $4,800/month
• Premium: $6,000/month

4. Hey Digital

Hey Digital is a results-focused B2B PPC agency dedicated to helping SaaS companies, from early-stage to Series C, scale efficiently through targeted advertising. Operating remotely from Estonia, they collaborate closely with clients to build campaigns that drive signups, demo requests, and paid users. 

Notable Clients

Wiza, Posthog, Fathom Analytics, Sprig

Pricing

• Custom pricing

5. Klientboost

KlientBoost is a B2B PPC agency known for driving strong growth in SaaS and ecommerce startups. They combine expert PPC management with advanced CRO tactics to optimize ad spend and boost ROI across Google, LinkedIn, and Facebook. Their signature Single Keyword Ad Groups (SKAGs) strategy has delivered impressive results for clients. 

Notable Clients

Hotjar, Segment, Owning, Fashionphile

Pricing

• For paid advertising, if you want 20 conversions daily at an average cost of $10 per conversion, your marketing budget should be around $200 per day.

What are Clients Saying About Working With This Agency? 

“Quick to respond, Great communication, Research is always helpful, Stays within budget, and is very active in campaign adjustments.” - G2

Why Consider TripleDart as Your B2B PPC Agency

The best creatives, copy, and strategy only succeed when paired with the right partner. TripleDart Digital stands out with its deep B2B expertise, strategic planning, and rigorous performance tracking to deliver campaigns that truly move the needle.

We specialize in helping B2B companies grow through targeted, full-funnel PPC campaigns, whether it’s search ads, social ads, or integrated paid media strategies. With years of experience and a proven track record, we focus on driving real business growth, not just ad clicks.

If you’re ready for predictable, scalable results, book a free call today and discover how TripleDart can become your trusted partner in boosting revenue and scaling your PPC efforts.

FAQs

What is PPC in B2B marketing?

PPC in B2B marketing involves paid ads targeting business buyers to generate qualified leads, boost brand awareness, and drive sales through platforms like Google Ads and LinkedIn.

What are B2B advertising examples?

Examples include LinkedIn sponsored content, Google Search ads targeting business keywords, account-based marketing campaigns, and industry-specific trade show promotions.

Is PPC good for B2B?

Yes, PPC offers precise targeting, measurable ROI, and scalable lead generation, ideal for reaching decision-makers in longer B2B sales cycles.

How do I choose a good PPC agency?

Look for B2B expertise, proven case studies, transparent reporting, alignment with your sales funnel, and flexible pricing suited to your goals.