B2B advertising that fills the pipeline

LinkedIn Ads, paid search and account-based campaigns optimised to qualified pipeline and revenue.

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Cost per SQL£184▼ 27%

Pipeline from paid+46%

In short

Brightpace is a B2B advertising agency for UK companies selling high-value products or services to other businesses. We run LinkedIn Ads, Google and Microsoft search and account-based campaigns, and judge them on qualified pipeline and revenue from your CRM rather than raw leads.

Best for: B2B firms with a sales team and CRM data to share
Channels: LinkedIn Ads, Google Ads, Microsoft Advertising, Reddit
Pricing: A monthly management fee agreed up front, scaled to your ad spend and scope. No setup fee, 30-day rolling.
Typical ad budget: From £2,500 a month
How we work: AI-native: AI speeds up research, creative testing and reporting, and a senior specialist makes every call.

B2B buying is considered, multi-stakeholder and rarely linear, and most of the buying group never fills in a form. As a B2B marketing, advertising and PPC agency, we reach the accounts that matter on LinkedIn and search, then optimise to pipeline and revenue rather than raw leads, feeding CRM outcomes back into the platforms so every pound chases qualified demand.

Whether you'd like us to run your paid media or strengthen your in-house team, explore our media management and consultancy services, or see the other industries we work in.

Illustration: measured on pipeline and revenue, not form-fills.

Where we run your ads

LinkedInCompany & job-title targeting

Google AdsSearch & Demand Gen

Microsoft AdvertisingSearch + LinkedIn targeting

YouTubeVideo & thought leadership

RedditNiche & technical communities

(01) Campaign structure

Campaigns built to win qualified pipeline.

Each channel has a different job. Search captures buyers already looking for a solution, LinkedIn reaches the people on the buying committee, and Performance Max and retargeting keep you in front of accounts while they decide. This is the structure we’d typically build for a B2B business.

Paid search

Google Ads & Microsoft Advertising

High-intent solution terms

Campaigns for the problems you solve and the category you sell in, with landing pages that match each search and a clear next step.

Competitor & comparison

Tightly controlled campaigns for “alternative to” and comparison searches, where buyers are actively weighing up suppliers.

Optimised to pipeline

Offline conversions from your CRM teach Google which leads became opportunities and deals, not just form fills.

Brand protection

A low-cost campaign on your company name, so competitors and review sites don’t take buyers who are already looking for you.

LinkedIn Ads

Account-based targeting

Your target account list uploaded and reached by job title, seniority and function, so spend goes on the companies you actually want.

Thought leadership

Founder and expert-led posts promoted to the buying committee, building familiarity long before a sales conversation.

Lead gen forms

Pre-filled forms with qualifying questions, synced to your CRM so sales can follow up quickly. See our LinkedIn ads cost guide.

Engaged-audience retargeting

People who watched your videos or opened a form shown case studies and demo offers as they move closer to buying.

Performance Max & retargeting

Google, YouTube & Microsoft audiences

Lead-focused Performance Max

Run only once offline conversions are flowing, so it optimises to qualified leads rather than cheap spam. See Performance Max for lead gen.

Website-visitor retargeting

Reminders on YouTube, Display and Microsoft’s network for visitors who read pricing or product pages but didn’t enquire.

Customer-match exclusions

Existing customers and open opportunities excluded or treated separately, so budget goes on new pipeline.

Long-cycle measurement

Conversion windows and reporting set up for sales cycles that run for months, judged on pipeline and revenue, not last-click leads.

The exact mix depends on your deal size, sales cycle and target accounts. We agree it with you up front, then shift budget towards what creates the most qualified pipeline.

(02) What we solve

Built for B2B challenges.

Lead quality over volume

We optimise to SQLs and pipeline value, importing CRM outcomes so bidding chases revenue.

Long, multi-touch sales cycles

Full-funnel measurement across LinkedIn, search and programmatic so no touchpoint in a considered journey goes under-credited.

Small, expensive audiences

LinkedIn audiences are precise but costly. We manage frequency, rotate creative and use cheaper channels to warm accounts before LinkedIn does the heavy lifting.

Sales and marketing alignment

Agreed definitions of a qualified lead and shared pipeline reporting, so marketing is judged on what sales actually accepts.

(03) What we run

B2B paid media, built for pipeline

LinkedIn Ads
Company, industry and job-title targeting with Lead Gen Forms, Document Ads, Thought Leader Ads and conversation formats, structured by buying stage instead of one generic campaign. See our paid social service.
High-intent search
Google and Microsoft campaigns for solution, category and competitor terms where buyers are actively evaluating, with Microsoft’s LinkedIn profile targeting adding a B2B layer to search. More on PPC.
Account-based marketing
Target-account lists across LinkedIn, programmatic and retargeting, so your sales team’s priority accounts see a consistent story across the whole buying group.
Demand creation
Video, thought leadership and genuinely useful content on LinkedIn and YouTube that build familiarity with the buyers who aren’t in-market yet, so you’re on the shortlist when they are.
CRM & offline conversions
HubSpot or Salesforce pipeline stages fed back to Google, Microsoft and LinkedIn using your CRM’s built-in integrations and offline conversion imports (set up with your CRM admin), so bidding learns which leads become opportunities. See our guide to offline conversion tracking.
Retargeting & nurture
Sequenced retargeting that moves engaged accounts from awareness to demo, with messaging tailored to each member of the buying group.

(04) How it works

From first click to qualified pipeline

01
Agree the ICP & what a lead is worth
We define your ideal customer profile, target accounts and what a qualified lead, opportunity and deal are worth, so targets come from your pipeline maths.
02
Build full-funnel by buying stage
Demand creation, high-intent capture and retargeting, each with its own audiences, formats and budget across LinkedIn, search and programmatic.
03
Import CRM outcomes & optimise
Pipeline stages flow back into the platforms, and budget moves to the campaigns and audiences that create opportunities.

How we measure it · Click → Lead → Opportunity → Deal

Stage 1
Click
They find you on search or LinkedIn
Targeted by intent, role and company
Stage 2
Lead
They enquire or book a call
Forms and calls tracked, spam removed
Stage 3
Opportunity
Sales agrees it’s real
CRM stages fed back to the platforms
Stage 4
Deal
They become a customer
Campaigns judged on pipeline and revenue

Most agencies stop at the form fill. We follow leads through to revenue with offline conversion tracking. Conversions are also sent server-side, so ad blockers and cookie limits don’t hide them from the platforms.

Two colleagues reviewing lead and pipeline results on a laptop

(05) Measurement

Measured on pipeline, not form-fills

A platform-reported lead is not a sales opportunity. We report on SQLs, opportunities, cost per opportunity and pipeline value. Platform metrics are useful for steering, but they aren’t the scoreboard. It’s the approach behind commercial alignment over channel metrics.

Because B2B journeys are long and much of the buying group never clicks an ad, we combine tracked data with self-reported attribution (“how did you hear about us?”) to see the influence last-click misses, and plan channels as one unified media plan. Check your unit economics with our LTV:CAC calculator.

(06) London & the UK

B2B marketing in London & across the UK

B2B buying groups sit across offices, regions and often countries, so we target by company, industry and job role rather than by postcode, and run campaigns UK-wide, fully remotely. For a London firm selling nationally, budget follows the accounts that matter, wherever their teams are.

Selling software? See our dedicated SaaS marketing approach, and our guide to the best B2B SaaS marketing agencies in the UK, which compares paid media, demand-generation, organic search and outbound specialists. Comparing paid search specialists across all B2B sectors? See the 10 best B2B PPC agencies in the UK.

Planning a budget? See what LinkedIn ads cost in the UK and what Google Ads cost. Most B2B companies start with high-intent search and add LinkedIn as results come in.

Thinking about Performance Max for B2B? Our guide to Performance Max for lead generation shows how to stop it chasing cheap, unqualified form fills.

In London? See how we approach the capital as a PPC agency for London businesses.

(07) Insights

Reading for B2B marketers.

All articles →

27 Oct 202610 min read

The 10 best LinkedIn Ads agencies in the UK (2026)

27 Oct 202610 min read

The 10 best B2B PPC agencies in the UK (2026)

7 Oct 20267 min read

How much do LinkedIn ads cost in the UK? (2026)

(08) FAQ

B2B questions.

01What does a B2B advertising agency do?

A B2B advertising agency plans and runs paid campaigns that reach business buyers. We focus on paid search, LinkedIn and account-based advertising, judged on qualified pipeline and revenue. We don’t run print, trade press or brand campaigns, so if that’s your main need, a full-service agency may suit you better.

02What does a B2B PPC or paid media agency do?

A B2B PPC agency, also called a B2B paid media or B2B marketing agency, runs paid search and paid social (mainly Google Ads, Microsoft Advertising and LinkedIn Ads) to reach the right companies and decision-makers. Beyond keywords and bids, the important part is feeding CRM outcomes (qualified leads, opportunities and closed deals) back to the platforms as offline conversions, so bidding favours the clicks that become revenue and the work is judged on pipeline, not form fills.

03How do you improve B2B lead quality?

We optimise to SQLs and pipeline value by importing CRM outcomes, agree lead definitions with sales, and target by company and role, so bidding chases revenue.

04Is LinkedIn advertising worth it for B2B?

When your deal values support it, yes. LinkedIn’s company and job-title targeting is unmatched for B2B. Costs are high, so it works best alongside search and cheaper channels that warm accounts first.

05Which channels work best for B2B?

Typically LinkedIn Ads, Google and Microsoft search, account-based programmatic and retargeting, with YouTube and Reddit where the audience fits, aligned to a considered, multi-stakeholder buying journey.

06How do you measure long B2B sales cycles?

With full-funnel measurement, offline conversion imports that connect ad spend to opportunities and closed-won revenue, and self-reported attribution to capture influence that tracking misses. Where budgets allow, we also test incrementality (for example, holding out regions or audiences) to see how much pipeline paid media genuinely adds.

07Can you run account-based marketing (ABM)?

Yes. Target-account lists across LinkedIn, programmatic and retargeting, coordinated with your sales team so priority accounts see a consistent message across the buying group.

08Do you integrate with HubSpot or Salesforce?

Yes. Using your CRM’s built-in integrations and offline conversion imports, set up with your CRM admin, we send pipeline stages back to Google, Microsoft and LinkedIn, so the platforms learn which leads turn into opportunities.

09How much should a B2B company spend on paid media?

Work back from your numbers: average deal value, win rate and lead-to-opportunity rate tell you what a lead can cost. We set budgets so cost per opportunity stays profitable, then scale what works.

(09) Next step

Ready to fill the pipeline? →