Start with the commercial outcome
B2B paid media has to create commercially useful conversations, not just cheap form fills. The agency should understand the value of a qualified opportunity, the length of the sales cycle and which channels match the buying journey.
B2B campaigns often need lower volume but higher relevance. A provider that optimises only for the cheapest lead may accidentally reward audiences that never become real opportunities.
Compare proposals on the same questions
| Compare | Ask before signing |
|---|---|
| Intent | Which searches or professional audiences are closest to a buying decision? |
| Landing pages | Does each offer have a focused destination? |
| Lead quality | How are poor-fit enquiries identified and fed back? |
| CRM | Can source and campaign data follow the lead into sales? |
| Sales handover | Who contacts the lead and how quickly? |
| Reporting | Are meetings or opportunities visible where possible? |
Make implementation responsibility explicit
Ask the agency to agree a qualified-lead definition with sales before launch. Then map how a lead is captured, assigned, contacted and marked as suitable or unsuitable.
List any work that depends on your developer, ecommerce team, sales team or another supplier. A good proposal should make those boundaries obvious before launch.
Agree the measurement model
Cost per click and cost per lead are useful diagnostics, but pipeline quality matters more. Where systems allow, report qualified leads, meetings, opportunities and eventual revenue alongside platform metrics.
Decide which metrics are diagnostic and which ones determine whether the investment is commercially useful.
Protect account ownership and data
Keep appropriate business access to advertising, analytics, store and CRM accounts. Confirm what happens to campaigns, audiences, feeds, data and creative if the supplier changes.
Ask for proof that matches the service
Ask for the first campaign structure and the lead-quality feedback process between media and sales.
Where client data is confidential, the provider can still show redacted structures, workflow examples or implementation evidence without inventing results.
Watch for this red flag
How Kydos fits
Kydos' paid-media offering is custom quoted and can include Google, Facebook and LinkedIn. Wider CRM and tracking work can be coordinated when part of the scope.
Frequently asked questions
How should I compare B2B paid media providers?
Compare scope, implementation, ownership, reporting, exclusions and the commercial outcome each proposal is expected to improve.
Should I choose the lowest fee?
Not automatically. Compare media, software, production, implementation and support costs that may sit outside the headline fee.
What should be agreed before launch?
Agree goals, responsibilities, access, tracking, approvals, budget boundaries and the conditions for scaling or changing direction.
What is a warning sign?
The agency promises high lead volume but cannot define what a useful B2B lead looks like or how sales outcomes will be fed back.
What proof should I request?
Ask for the first campaign structure and the lead-quality feedback process between media and sales.
How does Kydos fit?
Kydos' paid-media offering is custom quoted and can include Google, Facebook and LinkedIn. Wider CRM and tracking work can be coordinated when part of the scope.