b2b ppc agency

Step by Step Guide to Finding and Selecting a B2B PPC Agency

The digital marketing landscape changes very fast. You may already know the benefits of a good performing PPC campaign. But you have trouble keeping up with the policy changes and updates Google makes.

You might be considering to hire outside experts for your PPC campaigns. If so, you’ve come to the right place.

How to Find the Best B2B PPC Agency

Step 1. What Is The Ultimate Goal Of a PPC Campaign?

Most people start their search by typing into Google “Best B2B PPC Agency” or something similar.

But this isn’t necessarily the best way to go about it.

Before you consider hiring outside help, first you need to know what is your goal. The clearer you are with your goals, the more likely you’re going to achieve them.

For most businesses, the goals of their PPC campaigns fall under one of these reasons:

  • Increase awareness of their brand or a new product
  • Boost website traffic
  • Generate leads

But from what we’ve seen, what most businesses ultimately want is more sales. With that in mind, set a specific sales target and timeframe to achieve that target. Then decide how much of those sales you’d like to come from PPC.

For instance, your goal is to generate $480,000 of new sales in 1 year. That’s $40,000 per month. Let’s say you’d like 25% to come from the PPC campaign. That’s $10,000 of new sales per month from PPC.

If your product sells for $5,000, the PPC campaign needs to bring in 2 sales. And if it’s $1,000 for your typical package, then you need 10 sales.

To see the real value of your PPC efforts, another metric to consider is the lifetime value of each new customer.

Once you have these numbers figured out, share them with the PPC agency to see if they can help you hit them.

Step 2. What Is Your Budget?

The next step is to come up with a budget. This means figuring out how much you can spend to acquire one customer.

In order to do that, it’s helpful to know the typical PPC agency pricing structure.

Pay Per Lead

This is performance-based pricing. Initially, it may sound like a good deal because you’re only paying for results they bring in. If there are no results, you don’t have to pay a single penny.

But here’s the catch. These agencies earn more when they deliver you more leads. It’s common to see them focus more on quantity instead of quality.

This could potentially hurt your business.

Having low-quality leads would mean that your sales team is speaking to leads who aren’t ready to buy yet. If you choose to go with this option, make sure you’ve clarified with the agency on what is considered a lead.

Flat Monthly Rate

This is a straight forward pricing model.

You pay a flat monthly fee for the agency to manage your PPC campaign.

Percentage Of Ad Spend

In this model, agencies charge based on your advertising spend. This is a transparent way of doing things. Larger ad budgets usually mean more work is required.

But the downside is the agency might be focused on having you spend more instead of driving down the cost.

So it’s important to be on the same page when it comes to the metrics you want to keep track of. For instance, some useful metrics are cost per acquisition and return on ad spend.


It’s also common to see a hybrid of 2 pricing structures. Typically it’s flat monthly rate plus a percentage of ad spend.

As you can see, each pricing model has its advantages and disadvantages. By understanding them, you’ll be able to set your budget and be ready to discuss it with the B2B PPC agency.

Step 3. What Characteristics Should The Agency Have?

Before speaking to any agencies, list out all the characteristics that your ideal PPC agency needs to have. Keep in mind that this is an ideal list.

The agency you end up working with may not fulfill all criteria. But it would certainly check off a majority of the characteristics on your list.

Here are some things you can consider:

  • Knowledge about your industry
  • Good understanding of your buyers
  • Have expertise in the different PPC platforms you want to advertise. There are Google search ads, display ads, social media ads, etc.
  • Long-term contract or month-to-month

Month-to-month may sound like a good idea since you can cancel anytime. But keep in mind that marketing campaigns can take months to see results, depending on your sales cycle.

Typically, 6 months to 1 year is a reasonable time frame to gauge the success of a campaign so a contract would be preferable. Also, by having a contract, the agency is focused on delivering results for you instead of doing admin work to get invoices paid.

Step 4. List Out B2B PPC Agency Options And Arrange A Call With Them

Now is the time to list your options.

If you prefer someone local to you, you can search in Google for “B2B PPC Agency [City Name]”.

However, since all the work is done online, it’s not necessary to engage a local agency. Anyone with good internet access can help with your campaigns as long as they’re competent and understand your industry.

So a better search will be “B2B PPC Agency for [Industry Name]”. This search gives you a list of specialists for your industry who already understands your market.

Then, arrange a call with them and discuss with them your findings from the first 3 steps.

  • Your goals
  • Your budget
  • The necessary characteristics you’re looking for

Step 5. Narrow down and choose the best one

After you have evaluated all the agencies, the final step is to narrow down your list. Shortlist the ones that meet your criteria. Don’t forget to check their testimonials and reviews.

If you still have a few great options and have difficulty deciding, here are some other criteria to consider:

  • Which one are you most comfortable communicating with?
  • Are they transparent with their process?
  • How fast will they respond to you?

Excellent communication is essential for a long-term working relationship with your chosen agency.


There is an abundance of PPC agencies in the market. It’s a good idea to invest the time and weigh your options to find the best fit for you.

In the meantime, you can also request a PPC proposal from us and see if we are a good fit to work together.