Advertising made for B2B

Paid media that pays for itself

B2B advertising is different. Longer sales cycles, smaller audiences, higher stakes per lead. Generic “boost this post” tactics don’t work here. We build paid media programs designed for complex B2B buying journeys.

Our managed advertising service

Every engagement starts with a baseline: managed ads and transparent reporting. No black boxes, no vanity metrics. You see exactly what we’re spending, where it’s going, and what it’s producing.

What’s included:

• Campaign strategy and audience targeting
• Ad copy and creative development
• Landing page design and optimization
• Daily bid management and budget allocation
• Weekly optimization based on performance data
• Monthly strategy reviews and reporting

Channels we manage

• Google Ads: Search, display, and YouTube. Keyword strategy, ad copy, landing pages, bid management.
• LinkedIn Ads: Sponsored content, InMail, ABM targeting. The highest-intent B2B channel.
• Meta Ads: Retargeting, lookalike audiences, creative testing for awareness and mid-funnel.
• Programmatic: Display and native across premium publisher networks.
• ABM campaigns: Account-based targeting across channels, coordinated with your sales outbound.

The XD Lab Feed

Every client gets access to the XD Lab Feed, our client portal where you can see real-time campaign performance, read our analysis, and track progress over time. No waiting for monthly decks. No guessing what’s happening between calls.

The Feed is a living timeline of reports, findings, dashboards, and communications, designed so you always know exactly where things stand.

Every dollar you spend on ads should be traceable to pipeline. If it isn’t, you’re guessing.

How we measure success

We don’t optimize for impressions or clicks. We optimize for pipeline. Our reporting connects ad spend directly to qualified leads, opportunities, and revenue.

Key metrics we track:

• Cost per qualified lead
• Cost per opportunity
• Pipeline influenced by paid media
• Return on ad spend (ROAS)
• Landing page conversion rates
• Channel-level attribution

Our process

1. Audit & benchmark. Review existing campaigns, analyze historical data, identify quick wins.
2. Strategy & targeting. Define audiences, map the buyer journey, set KPIs.
3. Creative & landing pages. Everything tested before we scale.
4. Launch & optimize. Daily monitoring, weekly optimization, monthly strategy reviews.
5. Report & iterate. Transparent reporting with clear attribution. What’s working, what’s not, what’s next.