Profit, not platform credit
Platform ROAS stays visible, but it does not lead the conversation. We judge paid media against margin, customer quality, blended CAC, payback and the revenue your business can actually recognise.
Audit before spend
Paid & Performance Marketing for B2B Companies
Buy a place in the right conversation, not a cheaper form fill.
why b2b
Why Paid & Performance Marketing for B2B
The click is far from the close.
Sales-led B2B buying takes multiple people and often several months. Search can capture a live problem, while LinkedIn and other paid placements can help a buying group recognise it before a formal enquiry. A platform optimised for lead volume can find low-cost contacts outside the ideal customer profile. Sales rejects them, yet the channel report still calls the campaign efficient.
Control, not blind automation
PMax, Advantage+ and smart bidding can improve delivery. They cannot decide which demand is incremental, which customers are worth acquiring or when the next pound should move elsewhere.
Your account, your data, your work
We bring paid media, CRM outcomes, revenue data and channel performance into one reporting platform, so you can see what is driving business results, what is wasting budget and where the next pound should go.
our approach
Our Approach
Give paid channels a sales-quality signal.
Sometimes the right recommendation is to increase spend. Sometimes it is to cut it. You get a written plan that identifies what to keep, what to stop and what needs rebuilding.
Audit account fit, search intent, form friction, CRM stages and the feedback available from sales. Separate early research from a clear buying request.
Use paid search and social for distinct jobs in the journey, with messages and landing pages that answer the objections of relevant roles.
Return sales acceptance and opportunity quality to campaign decisions, then move spend toward sources that create credible pipeline rather than cheap leads.
We decide what to fund, what to cut and when additional spend no longer makes commercial sense.
Our Paid Media
Services
We manage the channels that move your buyers, with specialists who understand the commercial role of each one.
Search & Shopping
We manage Google Ads, Microsoft Ads, Search, Shopping and Performance Max with disciplined query analysis, negative keywords, brand controls, value-based bidding and structured asset groups. Automation handles more execution than it used to. That makes the quality of the inputs, controls and commercial objectives more important, not less.
Paid Social
We manage Meta, LinkedIn, TikTok and Snap around the role each platform plays in the customer journey. Advantage+ changed the job on Meta: broad audiences, creator-led creative, clean product data and sensible exclusions now matter more than ad-set tinkering. For B2B, we optimise beyond form fills towards qualified leads, pipeline and revenue. For B2C, we connect creative, customer mix, margin and repeat value back to acquisition decisions.
Programmatic, Display & CTV
We use curated inventory, placement-level reporting, brand-safety controls and supply-path scrutiny to reduce waste and improve accountability. CTV and display are evaluated for the demand and incremental contribution they create, not just completion rates, impressions or conversions claimed through view-through attribution.
Measurement & Attribution
We connect paid activity to CRM outcomes, sales data and commercial reporting. Attribution supports tactical decisions. Incrementality testing helps establish causality. Marketing mix modelling supports broader allocation decisions where sufficient data is available. No single model gets the final word.
When every platform claims the sale, someone has to find the truth.
Most agencies sell channel management while the platforms swallow the levers they used to charge for. We make the calls the algorithm cannot: what to fund, what to cut, which value signal to optimise towards, where creative is limiting scale and when additional spend no longer makes commercial sense. Smart Bidding, PMax and Advantage+ can improve execution. They cannot replace commercial judgement.
why MxD
Why MxD for Paid Media
One team sees the whole paid system.
Search, paid social, programmatic, creative, conversion, CRM and measurement all affect performance. We start with how your buyers actually research, compare and buy, then build the channel mix around the commercial outcome. You get one accountable view across the whole paid engine. Not separate channel teams protecting separate budgets.
our verticals
Marketing Tuned to
Your Industry
Your market isn't a template. We've scaled marketing across SaaS, retail, DTC and beyond, so your strategy runs on category knowledge, not guesswork.
service × industry expertise
Marketing services for B2B
See how MxD adapts each service to the buyers, channels and commercial outcomes in this market.
Common
Questions
Can B2B paid media work with a long sales cycle?
Yes. We use qualified opportunities and stage movement as intermediate evidence while won revenue matures, and we keep the limits of attribution visible.
How do you stop platforms optimising for poor-fit leads?
We tighten account and conversion definitions, improve landing-page qualification and use available CRM feedback so bidding is informed by sales quality, not form completion alone.
How do you measure Paid & Performance Marketing for B2B?
We review cost per sales-accepted lead, meetings, opportunity value and pipeline movement alongside reach and form conversions. The commercial question is whether paid activity helps sales win the right accounts.
How do you report differently from our current agency?
MER, POAS, contribution margin, blended CAC payback and customer quality sit at the top of the conversation. Platform-attributed ROAS remains visible, but it is reconciled against CRM conversions, booked revenue and actual commercial outcomes. Where the numbers disagree, we investigate the difference rather than selecting the version that makes the campaign look best. You receive regular operating reviews and clear reporting built for decisions, not dashboard theatre.