Free 38-page guide · No fluff, no sales pitch
The B2B guide to paid ads that prove their return.
Most B2B businesses are told how many leads their ads produced. Very few are told which of those leads became customers, what they were worth, and whether the ad spend paid for itself. This guide shows you how to close that gap.
A report that stops at lead counts tells you what happened inside the ad platform - not inside your business. The guide shows you how to follow every lead to its outcome, so the conversation changes from totals to names, and from "how many" to "was it worth it".
Once you can see that chain, every other decision gets easier: which platform deserves budget, what a lead is really worth, and how much you can afford to pay to win a customer.
Illustrative figures from the guide, showing the method rather than a promise of results.
How ad platforms actually work - and why understanding capture-demand versus create-demand changes what you say, who you say it to, and what results to expect.
Google, Microsoft, LinkedIn and Meta compared honestly - what each is good at, what it costs, and how to match the channel to the job.
Why the offer matters more than targeting, the types of offer that work in B2B, and a checklist to test yours before you spend a penny.
Speed to lead, follow-up playbooks for four common B2B scenarios, and why a paid-for lead left in an inbox is money burned.
Three great leads or thirty poor ones? How to build a "failable" form and pick the qualifying questions that genuinely separate fit from noise.
How automated bidding learns, why feeding it every form fill makes it worse, and how to close the feedback loop from your CRM.
The heart of the guide. Track every lead's source, follow it to its outcome, and change reporting from "you got 30 leads" to "30 came in, 8 were a fit, 3 booked calls, and here's what they were worth".
The four numbers you need, lifetime value on a gross-profit basis, the LTV-to-CAC ratio, and a fully worked example from spend to return.
How much to spend, what to expect in the first weeks, and how to judge each phase on the right thing.
The questions that reveal whether a partner thinks in names or just numbers - about results, ownership, transparency and communication.
Week by week: know your numbers, sharpen the offer, set up tracking, then launch and listen. Plus a plain-English glossary from A to R.
Chapter 5 argues that filtering for fit beats chasing volume. So here's the filter, up front.
Consumer brands: start with eCommerce paid media instead.
I've spent more than a decade running paid media inside agencies of every shape and size - from specialist PPC teams to large national agencies - managing campaigns for solo tradespeople and global brands alike. Most recently I led PPC at a Shopify Platinum Partner agency before starting The Paid Media Company in Livingston, Scotland.
I wrote this guide because the conversation I keep having with B2B business owners starts the same way: "We're getting leads, but I've no idea if any of it is worth it." It should be a question with an answer. This is how you get one.
Jamie has been an excellent consultant and overall support for our growing PPC team. He has a wealth of experience, delivers results and communicates in a way we all love to work with.
Yes. No card, no trial, no "free with a call". You get the full 38-page PDF the moment you complete the form.
Because the guide tells you to. Chapter 5 is about asking two or three questions that genuinely separate good fits from poor ones - so it would be odd for this page not to. It also means the guide ends up with the people it's written for.
You'll get one email with your download link. After that, the occasional note when I publish something genuinely useful - and you can unsubscribe in one click. There's no automated sales sequence.
Then it's being honest, which is the point. It'll suggest content that's a better fit, and if you still want the guide, email me and I'll send it over. A form that can "fail" respects your time as much as mine.
No. It's written for business owners and marketers, not platform specialists. There's a plain-English glossary at the back and a 30-day plan that starts with knowing your own numbers, not with the ad platforms.
The Paid Media Company