B2B PPC that produces pipeline, not form fills

Google first, in most cases. Search intent makes it cheaper to find out whether your offer and funnel work. Once you know what a qualified lead costs and what it’s worth, LinkedIn becomes a reasoned investment rather than a bet. The exception is a genuinely new category nobody searches for yet — then LinkedIn is the only option.

Only once the first one is producing predictably. Running both badly from day one is the expensive version, because neither gets enough budget to generate the conversion data that makes optimization possible.

It varies too widely by industry and deal size for a single number to be honest. LinkedIn is consistently more expensive per lead than Google, often several times so, and it can still be the better investment when deal sizes justify it. We’d rather benchmark against your own numbers after a month than quote an industry average that doesn’t describe your market.

Meaningfully more than Google needs, because costs per click are higher and you need enough conversions to learn anything. If your total budget is near the $1,000 floor, put it into Google and revisit LinkedIn when the budget grows.

Yes. Fees are based on total ad spend, not on how many channels it’s split across.

Three to six months is common and some run longer. What matters is that the attribution window matches it. Reporting set to thirty days on a four-month cycle will consistently mislead you about which campaigns work.

HubSpot, Salesforce, Pipedrive, Go High Level and most others with a usable integration. What matters is that lead stages are recorded consistently — a CRM nobody updates produces the same blind spot as no CRM at all.

Forms convert better because fields pre-fill and nobody leaves the app. Landing pages qualify better because the extra effort filters out casual interest. Start with forms when you need volume to learn from, and move to landing pages when sales capacity is the constraint rather than lead volume.

You define it and we optimize toward it. Usually a combination of company fit, a real problem, and some authority over the budget. Whatever the definition, it has to be recorded in the CRM consistently, or there’s nothing to optimize against.

Then paid advertising is the wrong thing to fix first. Response speed changes outcomes more than most campaign optimization does, and we’ll say so before taking the account rather than after.

Yes. LinkedIn supports uploaded company lists, and Google can layer customer match and audience signals onto search campaigns. Account-based targeting works well when the list is genuinely qualified and large enough to produce data.