Finding a good B2B PPC agency is harder than it looks.
Many agencies offer paid search services, but B2B PPC operates under a different set of conditions. Longer buying cycles, multiple stakeholders, uneven intent signals, and pressure to demonstrate value well before revenue appears all shape how paid search performs in B2B environments. Those dynamics tend to surface as budgets grow and expectations sharpen.
A strong B2B PPC agency works with those realities in mind. Paid search activity is planned around commercial intent, sales alignment, and how buyers actually move through consideration over time. When that happens, PPC becomes a reliable contributor to pipeline rather than a channel measured in isolation.
Having worked with B2B organisations across SaaS, cybersecurity, cloud & AI and enterprise technology, we see the same PPC challenges surface repeatedly as teams scale.
This guide brings together some of the leading B2B PPC agencies in the UK, based on how they approach paid search, the types of organisations they work with, and where they tend to be strongest. The aim is to help you identify the kind of B2B PPC agency that aligns with your growth stage, internal priorities, and commercial goals.
What is a B2B PPC agency?
A B2B PPC agency specialises in managing paid media for businesses that sell to other businesses, including models where partners, intermediaries, or resellers sit between the brand and the end customer. Paid search often sits at the core, but activity commonly extends into channels such as LinkedIn, display, and retargeting, where intent is formed, reinforced, and carried forward over longer buying cycles.
In practice, this means paid activity is planned around commercial relevance rather than isolated channel performance. Keywords, audiences, creative, and landing experiences are aligned to different stages of consideration, with a clear understanding of how paid media supports pipeline creation, sales conversations, and revenue over time.
A B2B PPC agency typically works closely with internal marketing and sales teams to ensure paid media reflects real buying behaviour. The emphasis sits on intent quality, message alignment, and contribution to growth within a wider demand and acquisition strategy.
Services offered by a B2B PPC agency
Most B2B PPC agencies deliver a wide set of services designed to support longer buying cycles and more complex decision-making.
Typical B2B PPC services include:
- Paid search strategy and management: Planning and running Google Ads campaigns built around commercial intent, buying stage, and realistic conversion paths.
- LinkedIn Ads and account-based targeting: Using LinkedIn’s targeting to reach specific roles, accounts, and industries.
- Display and retargeting: Reinforcing messaging across longer consideration periods, keeping brands visible as buyers research, compare, and return over time.
- Creative development and ad production: Supporting copy, messaging, and creative assets that reflect B2B propositions and speak to multiple stakeholders.
- Landing page builds and optimisation: Designing and improving landing experiences to reduce friction, improve conversion rates, and align with PPC messaging.
- Conversion tracking and attribution: Setting up tracking and reporting that connects PPC activity to leads, opportunities, and pipeline, rather than isolated channel metrics.
Benefits of working with a B2B PPC agency
The benefits of working with a B2B PPC agency go beyond campaign execution. For many businesses, the decision is driven by resourcing, capability gaps, and the need for paid media to perform consistently across markets, channels, and buying stages.
Key benefits of a B2B PPC agency include:
- Access to specialist resource without internal headcount: A B2B PPC agency provides experienced strategists, analysts, and operators without the cost, risk, or delay of building an in-house team.
- Experience across sectors, markets, and geographies: Exposure to multiple industries and regions helps paid activity adapt to different buying behaviours, competition levels, and even regulatory considerations.
- End-to-end delivery beyond media management: Many B2B PPC agencies support creative development, ad production, landing page builds, and conversion optimisation, covering areas internal teams often lack time or depth in.
- Specialist platform knowledge: Dedicated focus on platforms such as Google Ads and LinkedIn Ads ensures campaigns reflect the latest product changes, targeting options, and measurement approaches.
- More resilient performance over time: With broader capability and constant optimisation, a B2B PPC agency helps paid media perform consistently as budgets scale, markets shift, and platforms evolve.
Taken together, these benefits reduce operational strain while improving how paid media supports growth. Which brings the focus to a more practical question: how to choose a B2B PPC agency that fits your structure, ambitions, and stage of maturity.
Evaluation criteria
To assess each B2B PPC agency fairly, we looked beyond surface credentials and platform claims. The focus was on how agencies approach paid media in real B2B environments, where buying journeys are longer, intent is uneven, and performance needs to stand up to internal scrutiny.
In practice, that meant evaluating agencies across the following areas:
- B2B PPC strategy and thinking
How clearly the agency demonstrates an understanding of B2B buying behaviour, commercial intent, and the role PPC plays across longer sales cycles. - Breadth of paid media capability
Whether paid search sits alongside channels such as LinkedIn, display, and retargeting, and how effectively those channels are used together rather than in isolation. - Delivery beyond campaign management
The ability to support creative development, landing page optimisation, and conversion improvement, recognising that PPC performance depends on more than media execution. - Experience across sectors, markets, and growth stages
Evidence of working with different industries, geographies, or company sizes, and the ability to adapt PPC approaches as conditions change. - Commercial framing and measurement
How performance is discussed and reported, with emphasis on pipeline contribution, lead quality, and learning rather than surface-level metrics alone.
The agencies featured below reflect different strengths across these areas. Rather than ranking them on a single scale, the list is intended to help you compare approaches and identify the B2B PPC agency that best aligns with your priorities and stage of growth.
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The Top 10 B2B PPC Agencies in the UK
The following B2B PPC agencies have been selected based on their approach to paid media, sector focus, and ability to support complex B2B buying journeys.
The Rubicon Agency is a B2B technology marketing agency that supports complex buying journeys through strategic PPC and performance-led demand generation. With paid search work focusing on quality pipeline and commercial relevance, ensuring PPC activity aligns with positioning, messaging, and wider growth objectives. Alongside PPC, Rubicon bring experience across content marketing, SEO, ABM, and web – a strong partner for tech businesses with high-consideration sales cycles.
- Year founded: 1998
- Team size: 11–50
- Key services: B2B PPC, paid search, demand generation, CRO, content marketing, strategic content, brand strategy, ABM.
- Industries served: B2B SaaS, Cybersecurity, Cloud & AI, Engineering & Services, Infra and Platforms.
- Notable clients: AT&T, VMware, Proofpoint, WorkBuzz, Fooji
Best for: B2B technology companies with complex buying journeys that need PPC to work in lockstep with positioning, content, and wider demand strategy rather than as a standalone channel.
2. Gripped
Gripped is a B2B digital marketing agency with a clear focus on SaaS and technology companies looking to scale pipeline through paid channels. Their PPC approach is closely tied to demand generation and sales enablement, with an emphasis on measurable outcomes rather than isolated metrics. PPC is supported by CRO, content, and growth strategy to help sustain performance beyond initial acquisition.
- Year founded: 2017
- Team size: 11-50
- Key services: B2B PPC, paid search, demand generation, CRO, content marketing
- Industries served: B2B SaaS, technology, AI, software platforms
- Notable clients: Nozzle, Cognism, Kallidus
Good for: SaaS and technology businesses looking to use PPC as a core demand generation lever, with a strong focus on pipeline contribution and sales alignment.
3. Geeky Tech
Geeky Tech is a performance-focused agency that works with B2B SaaS and technology companies across PPC and organic search. Their paid media activity is often delivered alongside SEO and emerging AI-led search optimisation, helping businesses strengthen visibility across multiple discovery points. This integrated approach suits B2B teams looking to align paid acquisition with longer-term growth.
- Year founded: 2010
- Team size: 11–50
- Key services: B2B PPC, paid search, SEO, AI search optimisation, analytics
- Industries served: SaaS, technology, data platforms, software providers
- Notable clients: Sapio Sciences, OpenWater, Onna
Good for: B2B SaaS teams that want PPC tightly integrated with SEO and AI-led search behaviour, rather than managed as a siloed acquisition channel.
4. TIGA
TIGA is an established B2B creative and digital agency that delivers PPC as part of a broader digital and campaign-led offering. Their paid search work typically supports longer buying cycles, working alongside content, web, and brand activity rather than operating in isolation. This makes them well suited to organisations looking for integrated digital execution with PPC as one component.
- Year founded: 1991
- Team size: 11–50
- Key services: PPC, paid search, digital strategy, content, web design and development
- Industries served: B2B, industrial, engineering, manufacturing, technology
- Notable clients: Mitsubishi Electric, Sony, FM Conway
Good for: Established B2B organisations that need PPC to support longer-term campaign activity alongside brand, content, and web rather than drive short-term acquisition alone.
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5. Brainlabs
Brainlabs is a large performance marketing agency known for its data-led approach to PPC and paid media. Their paid search capability supports complex and high-budget accounts, often across multiple regions and channels. While not exclusively B2B-focused, they bring strong PPC expertise to organisations with advanced measurement and scale requirements.
- Year founded: 2012
- Team size: 500+
- Key services: PPC, paid search, paid media, experimentation, analytics, CRO
- Industries served: B2B, enterprise, lead generation, technology, finance
- Notable clients: BorgWarner, Volvo, EDF
Good for: Large or fast-scaling organisations with complex PPC requirements, multi-market campaigns, and advanced measurement needs.
6. Semetrical
Semetrical is a digital performance agency with solid roots in search, offering PPC alongside SEO and analytics. Their paid search work is designed to integrate closely with organic performance and insight, helping businesses improve efficiency across channels. This joined-up approach works well for B2B organisations seeking alignment across search activity.
- Year founded: 2009
- Team size: 11–50
- Key services: PPC, paid search, SEO, analytics, inbound marketing
- Industries served: B2B, professional services, technology, recruitment
- Notable clients: LexisNexis, OnTheMarket, FDM Group
Good for: B2B businesses that want PPC and SEO planned together, with an emphasis on insight, analytics, and improving overall search efficiency.
Adido Digital is a UK-based digital agency that delivers PPC as part of a broader performance and optimisation-led offering. Their paid search work focuses on lead generation and conversion efficiency, often supporting organisations that want clearer visibility between media spend and commercial outcomes. Alongside PPC, Adido brings experience across web development, SEO, and analytics, which allows paid activity to be tied more closely to on-site performance and user behaviour.
- Year founded: 2003
- Team size: 11-50
- Key services: PPC, paid search, SEO, web design and development, analytics, CRO
- Industries served: B2B, FinTech, Professional Services, SaaS, eCommerce
- Notable clients: Finova, InboxInsight, Sydenhams
Good for: Organisations looking for PPC delivered alongside strong web, analytics, and optimisation capability, with a clear focus on conversion performance.
8. Cremarc
Cremarc is a B2B technology marketing agency that positions PPC within a broader demand and growth framework. Their paid search activity is closely aligned with messaging, ABM, and content, helping technology brands attract more relevant opportunities. This approach suits B2B tech businesses with complex propositions and longer sales cycles.
- Year founded: 2012
- Team size: 11–50
- Key services: B2B PPC, paid search, ABM, content marketing, digital strategy
- Industries served: B2B technology, IT services, SaaS, enterprise software
- Notable clients: Cisco, HighPoint, Blue Prism
Good for: B2B technology companies that want PPC aligned closely with messaging, ABM, and content to support complex, multi-stakeholder sales cycles.
9. Soap Media
Soap Media is a digital agency that delivers PPC within a broader performance and optimisation-led framework, rather than treating paid search as a standalone service. Their PPC work is typically focused on improving acquisition efficiency and conversion performance, with close attention paid to how traffic behaves once it reaches the site. Alongside paid media, Soap Media brings strong capability across web development, UX, SEO, and analytics, allowing PPC activity to be shaped by on-site performance rather than isolated channel metrics.
- Year founded: 2005
- Team size: 11-50
- Key services: PPC, paid search, SEO, web design and development, UX, analytics, CRO
- Industries served: B2B, professional services, manufacturing, ecommerce, travel and leisure
- Notable clients: Auto Trader, AO, Travelodge
Good for: Businesses that want PPC decisions informed by on-site behaviour, UX, and performance data rather than media metrics alone.
Directive Consulting is a performance marketing agency with a strong focus on B2B growth, particularly within SaaS and technology. Their PPC offering is closely connected to attribution, CRO, and pipeline reporting, supporting longer and more complex sales journeys. In addition to paid search, they bring experience across SEO and wider performance marketing.
- Year founded: 2014
- Team size: 200+
- Key services: B2B PPC, paid search, CRO, analytics, performance marketing
- Industries served: B2B SaaS, technology, enterprise software
- Notable clients: ZoomInfo, Sumo Logic, SentinelOne
Good for: B2B SaaS and tech businesses that need PPC tied directly to pipeline outcomes, with strong emphasis on attribution, conversion performance, and revenue reporting.
How to choose a B2B PPC agency
Choosing a B2B PPC agency works best when you follow a clear process, rather than comparing credentials or decks in isolation.
- Step 1: Define the outcome you’re hiring for
Be clear on what success means in your business. Pipeline contribution, lead quality, revenue influence, or efficiency at scale. Without this, every agency sounds right. - Step 2: Understand where PPC is underperforming
Identify the friction points. Lead quality, conversion rates, messaging, landing pages, or tracking confidence. This helps you separate execution gaps from structural ones. - Step 3: Decide how much you want to outsource
Clarify whether you need media management only, or support across creative, landing pages, optimisation, and reporting. A mismatch here is a common cause of failure. - Step 4: Shortlist agencies that match your context
Focus on agencies with experience in similar sales cycles, markets, and channel mixes. Familiarity with your operating environment matters more than brand recognition. - Step 5: Pressure-test with consistent questions
Ask each B2B PPC agency how they approach lead quality, long buying cycles, cross-channel planning, and measurement beyond surface metrics. Compare clarity, not confidence. - Step 6: Look for relevant proof
Prioritise evidence that reflects your reality. Similar markets, deal sizes, and constraints carry more weight than generic success stories. - Step 7: Start small and structured
If possible, begin with a defined pilot. Clear scope, agreed measures of success, and a decision point reduce risk on both sides.
Ultimately, the right B2B PPC agency is one that fits how your business actually operates, not how it looks in a pitch.
Final thoughts
Choosing a B2B PPC agency is rarely about finding the most polished pitch or the biggest name. It’s about finding a partner that understands how paid media behaves in real B2B environments, where intent develops over time, stakeholders influence outcomes, and performance needs to stand up to commercial scrutiny. The agencies featured here reflect different strengths and approaches, and the right choice will depend on how closely those strengths align with your goals, structure, and stage of growth.
If you’re at the point where PPC needs to contribute more meaningfully to pipeline and revenue, The Rubicon Agency works with B2B and B2B2C organisations facing exactly that challenge. We help teams connect paid search and paid media to messaging, content, and demand strategy, so performance holds up beyond surface metrics. If that sounds relevant, get in touch.
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