PPC AGENCY FOR B2B

Turn Paid Search Into a More Efficient Growth Channel

Build PPC around the searches, markets, and buying signals most likely to create qualified demand. Directive connects paid search strategy to business outcomes so investment follows the opportunities with the strongest commercial potential.

Build PPC Around the Economics of Your Market

OUR PPC FOR B2B AGENCY METHODOLOGY

Directive combines search demand, competitive intensity, conversion potential, and financial modeling to determine where paid search can create the strongest return. We use that foundation to shape channel mix, campaign structure, and investment levels across Google and Microsoft.

DiscoverabilityOS™ connects paid search to the broader customer journey. We define where your market is actively researching, capture demand at the moments with the highest commercial intent, and scale investment based on the opportunities creating incremental revenue.

50%

YoY Pipeline Growth

Skillable partnered with Directive to improve paid media efficiency and drive stronger down-funnel performance. Directive narrowed the channel mix, prioritized high-value branded and non-branded search terms, paused underperforming Performance Max campaigns, and used offline conversion data to focus investment on higher-quality demand. The strategy drove 50% year-over-year pipeline growth, a 32% quarter-over-quarter increase in pipeline revenue, and improved MQL-to-SQL conversion from 23% to 42%.

Read the Case Study

Directive's Approach to PPC for B2B

HOW IT WORKS

Directive builds paid search around the economics of customer acquisition so every campaign has a clear role in generating qualified demand efficiently.

Explore our Paid Media capabilities

Search Demand Modeling

We evaluate available search volume, auction costs, conversion potential, and deal economics before deciding where PPC investment can scale efficiently.

Intent-Led Campaign Structure

We organize campaigns around distinct categories of demand so budgets, bidding, and messaging reflect the commercial value behind each search.

Cross-Platform Search Coverage

We coordinate Google Ads and Microsoft Advertising to expand qualified reach without treating every search engine or audience as interchangeable.

Conversion Path Alignment

We connect keywords and ad messaging to landing experiences built around the problem, offer, and level of intent behind each click.

Investment-Level Reporting

We measure paid search through cost per opportunity, pipeline contribution, CAC, and downstream revenue so investment decisions reflect actual business performance./p>

Our Comprehensive PPC Services

Google Search Advertising

Build and manage branded, non-branded, competitor, and category campaigns across Google Search with ongoing bid, budget, and creative optimization.

Microsoft Advertising

Capture additional high-intent demand across Bing, Microsoft Search, and partner inventory with campaigns tailored to each platform’s audience and economics.

Keyword Strategy & Expansion

Identify high-value search themes and new keyword opportunities that increase qualified reach without sacrificing relevance or efficiency.

Search Term Management

Continuously analyze queries and negative keywords to reduce wasted spend and protect budget from low-value traffic.

Competitor Search Campaigns

Build competitive search programs around comparison and alternative intent where your brand has a credible opportunity to win consideration.

Remarketing & Search Audiences

Reconnect with previous visitors and high-value audience segments across search and display to support longer B2B evaluation cycles.

Landing Page Optimization

Create and test paid search landing experiences around keyword intent, offer relevance, and conversion behavior.

Offline Conversion Tracking

Connect CRM stages and downstream outcomes back to paid search platforms so optimization reflects lead quality and opportunity creation.

Scale PPC Without Diluting Performance

PPC FOR B2B

Directive connects market opportunity, campaign execution, and downstream results so paid search budgets can move with greater precision.

Size the Search Market

Quantify available demand, competitive pressure, and expected acquisition economics before setting budgets.

See how we model growth

Capture High-Intent Demand

Build the right campaign mix across platforms for the most meaningful searches.

Explore our Paid Media capability

Expand Efficiently

Identify where additional spend can create incremental opportunity volume without weakening acquisition economics.

See how we connect spend to revenue

The B2B PPC Problems We Solve.

THE STRUGGLE

Paid search performance can deteriorate quickly when demand is expensive and buyer volume is limited. We solve the structural issues that make PPC harder to scale efficiently in B2B.

Rising Acquisition Costs

Competitive auctions can increase CPCs faster than conversion performance improves. We rebalance keywords, bidding, and budgets around the searches producing the strongest downstream value.

Limited Search Volume

Some B2B markets simply do not have enough high-intent demand to support constant budget expansion. We identify where additional coverage can grow volume without forcing spend into weaker traffic.

Uneven Platform Performance

Google and Microsoft can perform very differently across markets, audiences, and categories. We allocate investment based on opportunity creation and acquisition efficiency rather than platform preference.

Weak Conversion Rates

Strong search intent still underperforms when ads and landing pages fail to match what buyers need. We improve message alignment and conversion paths so more qualified clicks become opportunities.

Competitive auctions can increase CPCs faster than conversion performance improves. We rebalance keywords, bidding, and budgets around the searches producing the strongest downstream value.

Some B2B markets simply do not have enough high-intent demand to support constant budget expansion. We identify where additional coverage can grow volume without forcing spend into weaker traffic.

Strong search intent still underperforms when ads and landing pages fail to match what buyers need. We improve message alignment and conversion paths so more qualified clicks become opportunities.

We love our account team and feel we consistently get strong recommendations, results, and project management. Thanks, team!

Emily McMichaeliCIMS

I'd like to acknowledge that it's not lost on me, or the rest of the GTM team at Thoropass, that the turnaround our account has experienced in the last 2 quarters would never be where it is today without Shane's expertise and dedication to building our growth program.

Kaylee EdmondsonThoropass

From my perspective working with Directive has been enormously beneficial to demand generation. We've worked with great partners and it really feels like a team with a common goal. Thanks!

Rachel WernerArctic Wolf

Jon is such a pleasure to work with. I have learned an incredible amount from him in just the short amount of time we've worked together. With us bringing on xMatters and SnapComms under Directive, it may make sense for him to have some more support on the account. But I can't praise his help and support enough.

Andrew KraussEverbridge

The EMEA team at Directive have impressed me with their thorough approach. They have made a number of observations and subsequent optimisations to our search campaigns, resulting in significantly lower spend while delivering improved results.

Lorraine ChapmanSugarCRM

Having entrusted Directive with our paid media activities for the past 1.5 years, I can confidently say that our collaboration has been nothing short of outstanding. Their team provides exceptional support, fostering a strong personal relationship that truly feels like a partnership. They demonstrate unwavering dedication and creativity in their approach, consistently delivering professional and transparent communication. I highly recommend Directive for their expertise, reliability, and commitment to success.

Matan LahavShield

Frequently Asked Questions About PPC

PPC FAQ

What does a B2B PPC agency do?

A B2B PPC agency manages paid search strategy across platforms such as Google Ads and Microsoft Advertising. Directive handles market analysis, campaign architecture, keyword strategy, bidding, landing page optimization, conversion tracking, and performance measurement around qualified opportunities and customer acquisition.

What is the difference between PPC and Google Ads?

PPC is the broader paid search discipline, while Google Ads is one platform used to execute it. A PPC strategy can include Google Search, Microsoft Advertising, remarketing, and other paid search placements depending on where demand exists and how efficiently each channel performs.

Does PPC work for B2B companies?

Yes, particularly when buyers actively search for the category, problem, competitor, or solution your company addresses. Strong B2B PPC programs combine high-intent demand capture with careful query control, conversion tracking, and financial discipline because search volume is often lower and acquisition costs are higher than in consumer markets.

How should B2B companies measure PPC performance?

PPC should be evaluated beyond clicks, conversion volume, and cost per lead. Directive measures performance through sales acceptance, opportunity creation, cost per opportunity, pipeline contribution, customer acquisition cost, and revenue so investment decisions reflect actual business value.

Should B2B companies advertise on both Google and Microsoft?

It depends on available demand, audience composition, competition, and economics. Google typically offers greater search volume, while Microsoft can provide incremental reach and different audience characteristics. We evaluate each platform independently and allocate budget according to its ability to create qualified opportunities efficiently.

How much should a B2B company spend on PPC?

The right budget depends on search demand, CPCs, conversion rates, opportunity value, and growth targets. We model the available market first and determine how much investment the category can absorb before incremental spend begins producing weaker returns.

How long does PPC take to generate results?

Search traffic and conversion trends can begin changing within the first several weeks as campaigns are restructured and queries improve. Qualified pipeline and revenue develop according to your sales cycle, so the full impact of PPC often becomes clearer over several months.

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Make Every Ad Dollar Accountable

Clicks and conversions mean little when they do not create qualified pipeline. Partner with Directive to turn paid media spend into measurable revenue impact.

B2B Discoverability That Drives Revenue

B2B Discoverability That Drives Revenue

A Smarter Way to
Generate Customers

PPC AGENCY FOR B2B

Turn Paid Search Into a More Efficient Growth Channel

Build PPC Around the Economics of Your Market