CAPABILITIES / PAID MEDIA
Paid Media & Demand Capture for B2B
Paid media connected to your organic data, ABM account lists, and pipeline reporting. Optimized for revenue, not platform metrics.
Senior PPC Manager
Head of Paid Media
Senior PPC Manager
TRUSTED BY B2B TECH COMPANIES FROM $50M TO $500M IN REVENUE.
- Award-winning since 2020
- Avg. client tenure of 3+ years
- $2B+ in pipeline influenced
INTEGRATION STATEMENT
Paid media built around pipeline, not platform dashboards.
THE PATTERN
Most B2B paid media programs optimize for platform metrics without knowing whether those leads became qualified opportunities or whether the reported ROAS matches actual revenue.
HOW WE'RE DIFFERENT
At Somebody Digital, paid media shares data with your organic programs, ABM targeting, content strategy, and pipeline reporting.
WHY IT COMPOUNDS
When your paid campaigns know which accounts to prioritize and which creative resonates across channels, they target the buyers most likely to generate revenue rather than the audiences that are cheapest to reach.
THE PROBLEM THIS SOLVES
Your campaigns generate activity. Leadership wants revenue.
01
Platform ROAS doesn't match finance's numbers.
The ad platform says return on ad spend is strong. Your finance team calculates cost per acquisition from revenue data and arrives at a completely different figure. The gap exists because platform attribution credits paid campaigns with conversions that were influenced by organic, ABM, or direct channels, and nobody reconciles the two numbers.
02
Campaign budgets shift based on metrics nobody has validated.
Budget is reallocated quarterly based on click-through rates and cost-per-lead figures that nobody has checked against CRM data. Channels that produce cheap leads get more budget, even when those leads have lower close rates, while channels that produce expensive but highly qualified opportunities get cut because the cost-per-lead metric doesn't capture what happens after the form fill.
03
Paid media operates without visibility into your other programs.
Retargeting audiences are built without knowing which accounts your ABM team is already pursuing through direct outreach. Paid social campaigns promote content your organic team is already ranking for. Budget is spent on audiences your demand-creation programs have already warmed, without recognizing or leveraging that existing relationship.
04
Creative is disconnected from brand and content.
Your paid media team produces ad creative based on platform best practices rather than your brand positioning, your content strategy, or the messaging your sales team uses in conversations. The result is paid creative that looks different from everything else your brand produces, which only confuses buyers instead of converting them.
ARE YOU MAKING
Decisions in the Dark?
WHAT'S INCLUDED
What B2B paid media looks like inside an integrated operation.
01 Paid Search (PPC)
Search campaigns built around commercial intent keywords informed by your organic performance data, your sales team’s intelligence, and your pipeline conversion data. We optimize for qualified opportunity cost rather than cost per click, which often means bidding differently than a siloed paid media team would recommend.
02 Paid Social
LinkedIn, Meta, and other paid social campaigns that use your ABM account data, your content performance intelligence, and your organic audience insights to target the buyers most likely to become pipeline. Creative is produced by the same team that handles your brand content, so every ad reinforces your positioning rather than contradicting it.
03 Programmatic & Display
Display and programmatic campaigns that complement your organic and paid search efforts rather than duplicating them. Audience targeting informed by your first-party data, ABM account lists, and intent signals from across the operation.
04 Pipeline-Connected Measurement
Every paid campaign is measured against pipeline outcomes. Qualified opportunities generated, cost per qualified opportunity, and revenue contribution. Platform metrics (CTR, CPC, impression share) are monitored as operational indicators, but budget allocation decisions are based on what drives pipeline, not clicks.
HOW IT WORKS
How we build your paid media program.
PHASE 1
Paid Media Audit
We audit your current paid programs, reviewing account structure, targeting, creative, landing pages, and most importantly, how paid performance connects to pipeline reporting. The audit typically reveals significant gaps between what the platform reports and what actually impacts qualified opportunities and revenue.
KEY OUTPUT
Paid media audit with pipeline gap analysis and restructuring recommendations
PHASE 2
Integrated Campaign Strategy
We build a paid media strategy connected to your organic intelligence, your ABM account data, and your pipeline goals. The strategy defines audience targeting informed by cross-channel data, creative direction aligned with your brand positioning, and a measurement framework that connects every campaign to pipeline outcomes.
KEY OUTPUT
Integrated paid media strategy with targeting, creative direction, and pipeline-connected measurement plan
PHASE 3
Launch and Optimize
Campaigns launch with cross-channel data feeds active from day one. Your paid campaigns reference organic keyword intelligence, ABM account priority lists, and CRO testing insights. Initial optimization focuses on establishing pipeline-connected baselines so that future budget decisions are made on revenue data rather than platform metrics.
KEY OUTPUT
Live campaigns with pipeline-connected tracking active
PHASE 4
Continuous Optimization
Ongoing optimization is based on pipeline outcomes rather than platform metrics. Budget flows toward the campaigns, audiences, and creative that produce qualified opportunities, maximizing return on ad spend. Testing insights from the CRO feed into landing page optimization. Content performance data informs creative direction. Performance compounds month-on-month because decisions are based on revenue data shared across all capabilities.
KEY OUTPUT
Monthly paid media report with pipeline contribution, cost per qualified opportunity trends, and cross-channel optimization actions
CASE STUDIES
How We Build Predictable B2B GROWTH
The shift from chaos to clarity, measured in pipeline, revenue, and board confidence.
Appriss Retail
ABM CASE STUDY
The strategic insights we gain, especially around powerful messaging that informs our overall strategy are invaluable. We highly recommend Somebody Digital to anyone for a results-driven and collaborative marketing partner.
Vice President of Marketing | Appriss Retail
6.8X
Return on ad spend
80.5%
Improvement in lead to MQL CVR
42%
Faster sales cycle
Two-Factor Authentication Client
PAID MEDIA CASE STUDY
In the last 2 years we have managed to go from wondering what our contribution is on Non-English speaking campaigns to being able to fully attribute not only what have been able to bring to the table, but also grow on it thanks to the data driven approach from Somebody Digital.
Senior Manager, International Paid Media
8.73x
ROAS
60%
CPL Reduction
+124%
conversion increase
Upcloud
ANALYTICS CASE STUDY
We’ve been incredibly impressed with how rapidly we’ve seen results. Somebody Digital’s use of experimentation and data-informed decision making has been invaluable in helping UpCloud see significant improvements in our media efficiency and toward our ambitious growth targets.
Chief Commercial Officer | Upcloud
68%
CAC Reduction
250%
CVR increase
264%
New customer increase
HOW THIS CONNECTS
Paid media delivers the strongest returns when connected to traffic, creative, and measurement systems.
Analytics & Attribution
Paid media without pipeline attribution means you're optimizing campaigns against platform metrics that don't match your actual cost per acquisition. Our analytics capability connects paid performance to CRM and pipeline data, so budget decisions are made on revenue outcomes rather than platform-reported ROAS.
CRO & Conversion Optimization
Paid media drives the traffic, and CRO optimizes what happens when it arrives. When these capabilities share data, paid campaigns send more qualified traffic to pages that have been tested and optimized for pipeline conversion rather than just form submissions.
Account-Based Marketing
When paid media and ABM share account intelligence, paid campaigns can prioritize budget toward your highest-value target accounts and coordinate messaging with your ABM outreach. The result is higher engagement rates from accounts that matter and less spend on audiences that will never close.
SEO & Organic Growth
Paid search data reveals which keywords convert to pipeline, which directly informs your organic keyword priorities. Organic rankings for your highest-converting terms reduce your paid spend requirements over time. When these capabilities share data, they complement each other rather than compete for the same terms.
FREQUENTLY ASKED
Common questions about paid media.
What paid media channels do you manage?
We manage paid search (Google Ads, Microsoft Ads), paid social (LinkedIn, Meta, X), programmatic and display advertising, and retargeting campaigns. Channel selection depends on where your buyers are and which platforms produce qualified pipeline for your specific market. We don’t run every channel by default; we run the ones that produce pipeline.
How do you measure paid media performance?
We track platform metrics (CTR, CPC, impression share, platform-reported conversions) as operational indicators. The metrics we optimize against and report to your leadership team are pipeline metrics: qualified opportunities generated, cost per qualified opportunity, pipeline velocity from paid channels, and revenue contribution. Budget decisions are made based on what produces pipeline, not what produces the cheapest leads.
How long before paid media generates results?
Paid media can generate leads immediately, but building a qualified pipeline takes longer. Expect initial lead flow within the first two weeks. Meaningful pipeline data, enough to optimize campaigns against qualified opportunity cost rather than lead volume, typically requires 60 to 90 days. By month three, the program should be producing consistent, measurable pipeline and improving cost per qualified opportunity.
How does paid media connect to our ABM program?
When paid media and ABM operate within the same team, they share account intelligence in real time. Paid campaigns can suppress targeting for accounts your ABM team is already pursuing through direct outreach, or amplify messaging to accounts showing buying intent signals. Budget is allocated based on which accounts are most likely to close, and creative is coordinated so every touchpoint reinforces the same message.
Is paid media a standalone service or part of a wider program?
You can start with paid media as your first engagement. Even standalone, our paid media work connects to your analytics and CRO capabilities from day one. Most clients who start with paid media expand into content, SEO, or ABM as cross-channel data shows that connected programs deliver better pipeline economics.
Director of Digital Strategy & Client Solutions
Head of SEO
READY TO OPTIMIZE?
Turn paid media into a pipeline engine.
We’ll review your current paid programs, identify where platform metrics diverge from pipeline reality, and show you what paid media looks like when it’s connected to your organic intelligence, ABM data, and revenue reporting.
- Real people, not automations
- Honest if it's not a fit
- No commitment required
Director of Digital Operations
Senior CRO Manager