How long does it take to see results from B2B paid media campaigns?

Most B2B companies see initial pipeline impact within 60-90 days when using the Recognition-Relevance-Friction framework. Full optimisation typically occurs within 6 months.

What's the average ROI of properly optimised B2B paid media?

Companies following the Recognition-Relevance-Friction framework typically achieve 3:1 to 5:1 marketing ROI within six months, with some achieving higher returns.

Should B2B companies focus on LinkedIn or Google Ads first?

Channel selection depends on your Recognition strategy. We recommend starting where your target prospects actively research solutions - often LinkedIn for executive targeting and Google for problem-aware searches.

Why do most B2B paid media campaigns fail?

73% of B2B paid media campaigns fail because they focus on advertising channels instead of marketing fundamentals: Recognition, Relevance, and Friction optimisation.

The Three Pillars of B2B Paid Media Success

Most B2B campaigns fail because they focus on channels instead of fundamentals. We solve the three core problems that determine whether your paid media drives pipeline or just burns budget.

Recognition

Relevance

Friction

Recognition: Getting Noticed in Crowded B2B Markets

The Problem: Your prospects don't know you exist. In saturated B2B markets, decision-makers are bombarded with thousands of messages daily. Without strategic brand awareness, you're invisible during the critical early research phase when buying committees form their consideration sets.

Why It Matters: B2B buyers complete 67% of their purchase journey before ever speaking to sales. If you're not present during this self-directed research phase, you've already lost the deal. Recognition isn't about vanity metrics - it's about being present when purchase intent forms.

How We Build Recognition:

Strategic brand awareness campaigns that target job titles, company sizes, and technologies your ideal customers use
Top-of-funnel content distribution through programmatic, social, and search channels to establish thought leadership
Competitive conquesting campaigns that intercept prospects researching your competitors
Retargeting ecosystems that keep your brand visible throughout extended B2B buying cycles
Intent-based targeting using technographic and firmographic data to reach companies showing early buying signals

Pipeline Impact: Companies with strong recognition see 23% shorter sales cycles because prospects enter conversations already familiar with their value proposition, reducing the education phase that typically extends B2B deals.

Relevance: Making Your Message Impossible to Ignore

The Problem: Awareness without relevance is just expensive noise. Generic messaging that speaks to everyone speaks to no one. B2B decision-makers instantly recognise when content wasn't created specifically for their role, industry, or current challenges.

Why It Matters: Relevant messaging increases conversion rates by 202% because it demonstrates understanding of specific business problems. When prospects see content that directly addresses their current pain points, they stop scrolling and start engaging.

How We Ensure Relevance:

Precision audience targeting using job function, seniority, company growth stage, and technology stack data
Message-market fit optimsation creating different campaigns for different personas within the same buying committee
Creative relevance testing developing ad variations that speak to specific industry challenges and regulatory requirements
Search intent matching aligning paid search campaigns with the exact problems prospects are researching
Seasonal and timing alignment launching campaigns when your audience is most likely to have budget and urgency

Pipeline Impact: Relevant campaigns generate 89% more qualified leads because they attract prospects with genuine purchase intent rather than curiosity browsers who never convert to revenue.

Friction: Removing Barriers Between Interest and Conversion

The Problem: This is where most B2B campaigns die. You've achieved recognition, delivered relevant messaging, but prospects hit friction points that kill conversion. Poor landing pages, confusing forms, weak offers, and broken mobile experiences turn interested prospects into lost opportunities.

Why It Matters: Reducing friction is the highest-leverage activity in B2B marketing. While you have limited control over market conditions and competitor actions, you have complete control over every touchpoint in your conversion path.

How We Eliminate Friction:

Ad copy optimisation with clear value propositions and compelling hooks that set proper expectations
Landing page speed and conversion optimisation ensuring sub-3-second load times and mobile-first design
Progressive form optimisation collecting only essential information initially, then progressively gathering more data
Offer presentation clarity making value propositions immediately obvious without industry jargon
Social proof integration strategically placing testimonials, case studies, and trust signals throughout the journey
Mobile experience perfection since 67% of B2B research now happens on mobile devices
Customer journey mapping optimising every step from initial click through sales handoff

Pipeline Impact: Friction reduction typically improves conversion rates by 156% and increases average deal size by 31% because qualified prospects complete the journey instead of abandoning due to poor user experience.

The Three Pillars of B2B Paid Media Success

Recognition: Getting Noticed in Crowded B2B Markets

Relevance: Making Your Message Impossible to Ignore

Friction: Removing Barriers Between Interest and Conversion

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