With so many agencies to choose from, how do you discern the true experts from the rest? How can you navigate the landscape of promises and proposals to find an agency that not only understands the nuances of B2B marketing but also possesses the capabilities to execute effective campaigns?
In this guide, we’re highlighting the top B2B PPC agencies in and around London. From the UK’s top award winners, to those driving exciting innovation in the space. We’ll look at team size, service offering, plus clients and case studies, so you get a rounded view of whether they might be the right fit for you.
Why Choose a Specialist B2B PPC Agency
Partnering with a specialist B2B PPC agency offers several advantages:
- Industry Knowledge: B2B PPC agencies understand the unique challenges and nuances of business-to-business marketing, allowing them to develop targeted strategies that resonate with your audience.
- Focus on Lead Generation: B2B PPC agencies prioritise lead generation and customer acquisition, helping you generate high-quality leads that are more likely to convert into customers.
- ROI-driven Approach: Specialised agencies are adept at optimising ad spend and delivering ROAS, it’s what they live and breathe
- Advanced Targeting Options: B2B PPC agencies leverage advanced targeting options to reach decision-makers and key stakeholders within businesses, ensuring your ads are seen by the right audience.
1. Bind Media
Bind Media are a multi-award-winning, Google Premier Partner paid media agency offering digital analytics, design and CRO to forward-thinking businesses.
These folks are a great bet if you’re a B2B brand in the cloud and data management space.
Client success include
- Doubling inbound leads for DevBridge, a company that delivers custom software and application solutions to some of the worlds largest Financial, Manufacturing and AgTech companies.
- Increasing average customer value by 66% for Cloudways (a hosting provider acquired by DigitalOcean for $350m)
They’re also worth a look if you need some help on the conversion side of things, having driven a 162% conversion rate increase for Reelyze, a mental health training services provider.
Find out more and nab yourself a hassle-free proposal over at https://bind.media/
2. Kinase
The Kinase team, based out of Shoreditch are a great choice for those seeking a well-rounded B2B PPC agency. With capabilities across Paid Search, Paid Social, Organic Social, YouTube and Video, plus Shopping and Feeds, Kinase can support on a multitude of different campaigns
Their client successes include
- Doubling Reed.co.uk’s average watch time and achieving a 43% view rate using Video Unlock
- Helping Nisbets reconnect with businesses after lockdown, leading to 70% ROI growth.
Other notable brands on their books include: Dreams, Purple Bricks and Barbour.
Find out more over at https://www.kinase.co.uk/
3. Katte & Co
Independent biddable agency Katte & Co specialise in Paid Social & Paid Search for ecommerce brands.
Their client list includes a glut of well known B2C brands such as Oliver Bonas and Monsoon. On the B2B side, the list includes estate agents Strutt & Parker and Cera.
Client successes include
- +1,260% increase in Leads and -19% decrease in CPL for Strutt & Parker
- 47% increase in ROAS and 280% increase in Spend for Oliver Bonas
These folks may be worth a look if you’re seeking to upskill your teams, as they offer training courses in both paid search and paid social.
Find out more at https://katteand.co/
4. DemandMore
Demand More is a London based performance marketing agency where the clue’s in the name: they pride themselves on demanding more for their clients.
Experts in paid search, paid social, Google shopping and data analytics, this smaller sized agency packs a good punch when it comes to their service offering.
Client successes include
- 224% increase In leads and 22% decrease in cost per lead for business loans broker, Funding Options
- 51% decrease in CPA, 121% increase in Leads and 16% increase in Lead Quality for Varnish Software, a global leader in website caching software
Head on over to https://demandmore.co.uk/ to learn more
5. UpDigital
Another smaller sized agency that’s well worth a look is Up Digital. Their three pillars of expertise are PPC, Conversion and Analytics.
Client successes include
- Conversion rate increased by 26%, CTR improved by 12% and CPA reduced by 24% for MapServe, a mapping and geographical information provider, delivering high quality and up to date mapping for professionals.
- Reducing CPA by 66% for CladCo, a leading provider of composite decking products
Head to their website to nab a free proposal: https://www.updigital.co.uk/get-a-proposal/
6. Outsearch
Outreach are another eCommerce specialist with a focus on Google Ads. Founded in 2017, the team at Outreach promise to “spend your Ad Budget as if it was our own money.” An important commitment when marketing budgets are being squeeze ever tighter.
Outreach look after a variety of eCommerce clients across B2C, B2B and the not-for-profit sector. They’re comfortable working with large product catalogues in the tens of thousands of SKUs, and monthly PPC budgets of six figures.
Enjoy a free audit by heading over to https://www.outsearch.co.uk/
7. Launch Online
Launch Online is a female-founded agency who pride themselves on making the world a happier place. With an awards cabinet to rival the big network agencies, Launch do three things really well:
- Paid Media
- CRO
- Data
Client successes include
- 688% increase in leads YOY for Banham Security’s new keyholding service
- 42% decrease in cost per lead for Savill’s property sites
- 374% increase in leads for Argyll for office space rentals, despite lockdown
Find the friendly team over at https://www.launchonline.co.uk/
8. Circus
According to their website, new clients see an average 150% increase in sales within the first 3 months when working with circus.
Circus like to work with ambitious clients who are looking for a PPC agency built on expertise, experience and collaboration. They offer a range of services that can help clients to accelerate growth and drive results.
Get in touch at https://circusppc.com/
Best Small PPC Agency in the UK 2024
- UK Search Awards 2023 – Cedarwood Digital
- UK Agency Awards 2023 – Clean Digital
Best Large PPC Agency in the UK 2024
- UK Search Awards 2023 – Impression
- UK Agency Awards 2023 – Launch Online
Key Considerations When Hiring a PPC Agency
Portfolio and Case Studies
Review the agency’s portfolio and case studies to assess their past work and success stories.
Certifications and Accreditations
Most credible paid media agencies will hold certifications attesting to their skills and experience. Examples include:
- Google Premium Partner
- Drum Recommended
Client References
Request client references to gain insights into the agency’s reputation, client satisfaction, and communication style.
Contract and Terms
Review the contract terms, including scope of work, pricing, and performance metrics, to ensure clarity and alignment with your objectives.
Performance Metrics
Define key performance indicators (KPIs) and ensure the agency can track and measure campaign performance effectively.
Value alignment – does your chosen agency fit with your brand and what you stand for. There are several paid media agencies who are certified B Corps, including Bind Media and Launch Online
How much do PPC agencies charge in the UK?
As with most things in life, you often get what you pay for. However it’s good to know how far your budget might get you and what you can expect in return when it comes to choosing an agency.
Typical PPC agencies can charge from as little as £1,000 per month to upwards of £10,000. The difference lies in a multitude of factors including your brand size, goals and the complexity of managing your campaigns.
PPC agencies may charge in a variety of ways depending on their preferred pricing model, and whether you’re seeking ongoing or one-off support:
- Percentage of ad spend. Expect to pay between 10-25% of your monthly ad spend in agency fees.
- Flat Fee + percentage of ad spend. This typically includes a monthly retainer fee of up to £5,000 per month, plus an additional percentage of monthly ad spend. Typically the ad spend portion is a lower percentage (around 5-15%) versus option 1.
- Flat Fee. Some agencies prefer to charge a simple flat fee. This can range depending on your needs, but expect to pay an average of between £3000 and £5000 per month.
- Performance-based pricing. This is where you’ll pay based on an agreed performance model, such as a cost per lead generated, or a percentage of ROAS or revenue generated by the agency.
Getting PPC and SEO to work together
At Blue Array, we believe the best search strategies are achieved through a considered balance between organic and paid search efforts. Rather than denouncing one as better than the other, we support our clients in finding the perfect partner on the paid front to complement their SEO and Digital PR efforts, so you get the best of both worlds: specialist agencies worth their salt that work together towards a common search vision.
If you’ve not yet got the organic side of things covered, why not get in touch for an informal chat?