B2B marketing agency. Measured on the sale, not the lead.
A B2B purchase takes time, passes through several decision makers and often starts with a search. We run the channels so the leads that reach your sales team are the ones that buy, in every market you sell in.
B2B lead generation in four new markets for specialist equipment.
- +166%
- MORE LEADS
- +119%
- MORE TRAFFIC
- 4
- NEW MARKETS
We run B2B marketing you can follow all the way into the sale
As a B2B performance marketing agency in Aarhus, Denmark, we run lead generation for B2B companies on Google Ads, Meta, TikTok and email, with tracking across the channels. Our B2B case is B2B Loupes Company, which sells specialist equipment to other businesses. Before we came in, Google Ads was not something they could make work. We got the foundation right and used it to open four new markets: Poland, Germany, Sweden and Australia.
B2B marketing is not e-commerce marketing with longer copy. There are fewer buyers, and each purchase weighs more. The person who clicks the ad is rarely the only one who has to say yes. That changes what a channel has to deliver, and what it should be measured on. Sell in more than one country, and each market adds its own buyers and its own searches.
A B2B purchase is a process, not a click
Many B2B purchases start with a problem in operations. Someone searches, compares suppliers, forwards a link to a colleague and asks for a quote. Then time passes. Finance, a technician and a managing director may all need to hear about it before anyone signs.
- Long sales cycles, with the ad and the order far apart
- Several decision makers, each to be convinced of something different
- Small audiences, where every keyword and every visitor counts
- Lead quality weighs more than lead count
- The sale happens with a salesperson and in a CRM, not in a basket
So we do not measure B2B marketing on cost per lead alone. A cheap lead your sales team cannot use is expensive. What counts is cost per qualified lead, the share of leads that become a quote and, in the end, the orders the campaigns can be traced to. Those results are fed back into the ad accounts as offline conversions, so the bidding learns which leads were worth having. How we build that measurement is on our Tracking & Data page.
Google first, because the B2B buyer searches before they call
The order matters more than the number of channels. A B2B company that starts in five places at once ends up with five half-built channels and no clear idea of what worked. We start where demand already exists, and build the measurement at the same time.
| Channel | Role in B2B | When |
|---|---|---|
| Tracking & Data | Shows which leads became sales | From the start |
| Google Ads | Catches the people already searching | First |
| Meta Ads | Finds visitors again and keeps you visible | Once there is traffic |
| Email Marketing | Follows up leads and customers | Once leads come in |
| TikTok Ads | Makes you known before the search | Rarely first |
- Tracking & Data
- Role in B2BShows which leads became sales
- WhenFrom the start
- Google Ads
- Role in B2BCatches the people already searching
- WhenFirst
- Meta Ads
- Role in B2BFinds visitors again and keeps you visible
- WhenOnce there is traffic
- Email Marketing
- Role in B2BFollows up leads and customers
- WhenOnce leads come in
- TikTok Ads
- Role in B2BMakes you known before the search
- WhenRarely first
It is a recommendation, not a template. If you sell something nobody searches for yet, Meta can come before Google. But usually there is a buyer already looking, and that is the buyer to reach first.
B2B Loupes Company shows what one channel can carry
B2B Loupes Company had a strong specialist equipment product, but Google Ads did not work for them. We did market analysis and competitor research in Poland, Germany, Sweden and Australia. We built country-specific campaigns and A/B tested the messaging across cultures. And we set up advanced tracking of dealers per country.
- +166%
- MORE LEADS
- +119%
- MORE TRAFFIC
- 4
- NEW MARKETS
The results did not come from more channels. The campaigns paid off in the new markets and lifted the whole business, on Google Ads alone. In B2B, one channel built properly is worth more than four that almost work. Read the whole case.
How we work with each channel in B2B
Start with Google Ads if you want more relevant enquiries across your markets. The article below covers the setup, the numbers that matter and the mistakes that cost most in B2B. The other channels are described on our service pages for Meta Ads, TikTok Ads, Email Marketing and Tracking & Data. Start with tracking if you do not know which of your leads become customers.
Graphics, video and automations come with the partnership
The ads are only one half. We make design assets and motion graphics in-house, so a test does not wait for a design. And we build automations that gather leads in one place, score them by who actually buys, and follow up, so a warm lead does not go cold in an inbox.
We do not sell those services on their own. They come with a performance partnership, because they only make sense close to the accounts they feed.
The first conversation is about your sales process, not about ads
We start by understanding how a lead becomes an order with you: who answers, what happens in the CRM, and which customers you want more of, in which markets. Only then do we talk about channels. We are B-mærket-certified, so our contracts, cases and references have been reviewed by an independent party.
- AVG. CLIENT RELATIONSHIP
- 27 months
- ANNUAL AD SPEND (DKK)
- 26.4M
B2B sales take time, and so do our partnerships. The people in the meeting are the people who work in the account afterwards.
Book a call. We look at where your leads come from today, what happens to them, and which channel we would start with.
Book a call30 minutes. We look at your account and your numbers and tell you honestly what we would do.
Book a callWhat we are often asked.
A B2B marketing agency plans and runs the channels that bring a company new business customers, and measures which of them work. With us that is Google Ads, Meta, TikTok, email and tracking. The difference from consumer marketing is that the goal is qualified leads and won orders in a CRM, not purchases in a basket.
Start where the buyers are already looking, usually on Google, and make sure you can see which leads become customers. Then build on it with Meta ads for people who have visited you, and with email for leads that are not ready yet. Finish one channel before you open the next.
By measuring on the leads your sales team can use, and giving the ad platforms those numbers. When Google Ads and Meta only see submitted forms, they find more people who submit forms. When they also see which leads became quotes and orders, they can bid for those.
Yes, but rarely as the first channel. Meta is strong at finding visitors again, including the colleagues who were forwarded a link. TikTok can fit when the buyer owns the business and the product can be shown quickly. Both work best on top of a channel that already brings in leads.
Clicks and leads can be measured from the day the campaigns go live. Orders come at the pace of your sales cycle, which is often long in B2B. So we agree from the start which numbers should move first, and which can only be judged later.
We can show a B2B result and explain how it was made. B2B Loupes Company got 166% more leads with country-specific Google Ads campaigns and opened four new markets. We are B-mærket-certified, so our contracts, cases and references have been reviewed by an independent party. A client relationship with us lasts 27 months on average.
