B2B PPC Agency
Synthesis Insights is a founder-run B2B PPC agency that measures paid media against closed revenue in your CRM, built for manufacturers and sales-led B2B companies. CRM outcomes go back into the platforms, and the monthly report shows what closed.
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Account 1: conversions reported against leads in the CRM
Account 2: conversions reported against leads in the CRM
Two accounts we audited, each indexed with the reported figure set to 100. Platform-reported conversions ran 63% and 44% above the CRM count.
A platform dashboard will tell you a campaign had a strong month. Your CRM might show only a fraction of those leads were real. The rest were duplicates, spam, job applicants, or calls that rang twice and hung up.
We have audited accounts where platform-reported conversions ran 63% and 44% above what the CRM actually recorded. That gap is not a rounding error. It means the agency running those accounts was optimizing toward phantom events while the sales team worked real leads the platform never saw. If you can’t trace ad spend to closed revenue, you’re buying an expensive guess.
B2B PPC Management Services
Our B2B PPC services cover companies where a lead talks to a salesperson before a deal closes. Every engagement starts with the same question: what does a closed customer look like in your CRM, and how do we teach the platforms to find more of them.
Synthesis Insights builds campaigns around product lines, service categories, or margin profiles, depending on what actually matters to your P&L. This approach ties ad spend directly to the parts of the business that drive revenue, rather than organizing around generic keyword groups.
Our search term and negative keyword control is relentless. A manufacturer spending heavily on ads can’t afford to pay for clicks from people looking for consumer-grade equivalents or unrelated parts. We audit search queries, build negative keyword lists from actual query data, and cut terms that look relevant on paper but never convert to pipeline. On Microsoft Ads, we mirror the Google campaigns that prove themselves profitable, giving you incremental volume at lower cost without duplicating the experiment.
The CRM feedback loop is the mechanism that makes everything else work: offline conversion tracking. When a lead closes in your CRM, that outcome gets sent back to the ad platforms. The bidding algorithms learn which clicks produce deals, not just form fills. A campaign optimizing toward closed revenue behaves differently from one optimizing toward a thank-you page view. The difference shows up in what the sales team sees in the pipeline.
Landing pages are part of our B2B PPC service because sending an expensive click in a specialized industrial category to a homepage is a waste of money. We design and build pages that match the intent of the ad and the complexity of the purchase. A page for a replacement part looks different from a page for a capital equipment inquiry. Both need to load fast, state what the company does, and give a serious buyer a clear next step.
Monthly reporting centers on a single number: how much closed revenue the campaigns influenced, verified against your CRM. We show platform metrics for context, but the report opens with what the business actually banked. If you want the mechanics behind how these budgets get set, we wrote them up in our guide to how B2B PPC campaigns work.
We have audited accounts where platform-reported conversions ran 63% and 44% above what the CRM actually recorded. One industrial manufacturer client came to us with a paid program that was performing respectably on paper, and twelve months of running it against CRM outcomes changed every number that mattered.
The difference was that the campaigns stopped chasing cheap form fills and started optimizing toward the attributes of leads that actually converted to revenue. Client names stay off the public site by agreement; the full numbers are on the results page.
Client tenure tells the rest of the story. Our average engagement runs past four years. The longest active client has been with us for six years and counting. Every contract is month to month with a 30-day cancellation clause. No annual lock-ins, no long-term commitments. When a client stays for years on terms that let them leave in a month, the result is the only thing keeping them here.
Book an intro call Want this measurement standard on your account?
PPC for B2B manufacturers and other considered-purchase companies with $100,000 or more in annual ad spend and a sales team that works the leads marketing generates. The model works because there’s a CRM with real deal stages, a sales process we can measure against, and enough budget to generate statistically meaningful conversion data.
Ecommerce businesses where the transaction happens on the site and the platform pixel captures everything. Under $100,000 a year in ad spend, where there isn’t enough conversion volume to train bidding on closed revenue. And anyone who wants the platform dashboard to be the scoreboard.
We pull your account data, compare platform-reported conversions against what your CRM actually shows, and map where the gaps are. Most audits uncover significant spend going to search terms, audiences, or geographies that never produce pipeline. The audit produces a restructure plan with specific recommendations and a timeline.
If you decide to move forward, we execute that plan. Campaigns get rebuilt around your business economics. Offline conversion tracking gets wired into the platforms. Reporting shifts from platform metrics to CRM-verified outcomes.
Working as your B2B PPC company from that point on: search term reviews, bid adjustments, creative testing, and platform expansion where the data supports it.
You work with me, not an account manager. Andre designs the account, sets the strategy, and is on the calls, from the audit through the monthly reporting. No handoffs after the sale, and no layer between you and the person accountable for the numbers. The engagement runs month to month with a 30-day cancellation. If the work stops producing, you walk. That constraint keeps the incentives where they belong.
For a fuller picture of what ongoing management covers, read about our full paid media management approach.
Questions
Yes, provided you measure it against closed revenue. Long-cycle B2B needs a different feedback mechanism. When you send CRM outcomes back to the platforms, the algorithms learn to find buyers even when the purchase is months away. The campaigns optimize toward the attributes of companies that eventually close, not the ones that fill out a form and disappear. The industrial manufacturer case above, with a 44.3% increase in closed deals, is a long-cycle B2B result.
Yes. We run Microsoft Ads as a core platform, mirroring Google campaigns that prove profitable to capture incremental volume at lower cost. LinkedIn and Meta are layered in where the unit economics support it. We also design and build landing pages because sending a click to a homepage wastes the spend. All platforms feed into the same CRM feedback loop.
Campaign structure and strategy built around your product economics, ongoing search term and negative keyword control, offline conversion tracking that connects the platforms to your CRM, Microsoft Ads mirroring of proven Google campaigns, LinkedIn and Meta advertising where the unit economics support it, landing page design and development, and monthly reporting that opens with CRM-verified closed revenue. Ongoing account work covers bid management, query audits, and creative testing.
The primary metric is closed revenue influenced by paid media, verified against your CRM. We also track cost per lead, cost per opportunity, and pipeline value by channel. Platform metrics like impressions and click-through rate appear in the report for diagnostic purposes, but they don’t drive decisions. The standard is whether the sales team saw real pipeline from the spend. If the CRM says nothing closed, the campaign failed regardless of what the dashboard shows.
We price per engagement based on ad spend, platform count, and creative scope, set on an intro call. There is no published rate card because account size, platform count, and creative scope vary widely. A manufacturer with two platforms looks nothing like one running across four. Every engagement is month to month with a 30-day cancellation.
If your PPC reporting stops at form fills and your sales team can’t trace a closed deal back to an ad, we should talk. One call. We’ll walk through your account structure, what your CRM shows versus what the platforms report, and whether the economics support working together. No deck.
Not ready for a conversation? Run our free Competitor Ad Check instead. We pull the ads your competitors are running, map their offer language and landing pages, and send you the breakdown. No pitch attached.
I started Synthesis Insights because I spent years watching B2B agencies report on form fills while the sales team quietly knew the leads were junk. The only honest way to run PPC for a sales-led business is to measure against what the CRM says closed. That standard is not a marketing position. It is the entire job.
Andre Rosdahl, Founder