LiveLeadsLane

B2B lead generation built on measurement,
not cheap form fills.

B2B lead generation has a measurement problem most agencies never solve: the form fill is not the lead. A demo request that your sales team disqualifies in five minutes costs the same click as one that becomes a six-figure contract — and if your campaigns optimise toward the form, they will find you more of the wrong people. I manage Google Ads and LinkedIn Ads for B2B companies in the US and UK around qualified pipeline instead: lead-quality definitions agreed with your sales team before spend scales, offline conversions fed back from your CRM so bidding learns from opportunities, not submissions, and reporting that follows leads into the pipeline rather than stopping at the landing page. You work directly with me — no account-manager layer — and my documented case studies show the measurement discipline behind this service, not invented B2B client logos.

Sound familiar?

Why B2B lead budgets produce pipeline nobody wants.

Get My Account & Website Review→
  • Lead volume looks fine but sales rejects most of it
  • Campaigns optimise toward form fills, so they find more of the wrong people
  • Long sales cycles mean nobody can connect this quarter's pipeline to last quarter's spend
  • CRM stages never make it back into Google Ads, so bidding learns nothing
  • LinkedIn and Google each claim credit for the same opportunity
  • The agency reports cost per lead, never cost per qualified opportunity

What the work involves

What B2B lead generation management covers.

Lead quality defined before spend scales

What counts as a qualified lead is agreed with your sales team first — job title, company size, industry, budget signals, whatever actually predicts pipeline. That definition drives the forms, the targeting and the conversion signals, so optimisation pushes toward leads sales would take, not the cheapest submission.

Google Ads for B2B search demand

High-intent searches — solution, category, competitor and comparison terms — run as separate campaigns with budgets matched to deal value. Search-term review happens weekly, because B2B queries drift toward job seekers, students and researchers fast, and negative keywords are the difference between pipeline and noise.

LinkedIn Ads for the people who are not searching yet

LinkedIn reaches the buying committee before they search — by job title, seniority, company size and industry. Campaigns are built around offers a busy decision-maker would actually trade an email for, with frequency and audience-size discipline so budget is not burned showing the same ad to the same 400 people.

CRM feedback and offline conversions

The form fill is the start of the measurement, not the end. Where your CRM supports it, qualified-lead and opportunity stages are imported back into Google Ads as offline conversions, so Smart Bidding optimises toward the leads that became pipeline — not the ones that filled a form and vanished.

Pipeline attribution across long sales cycles

B2B deals take months and touch multiple channels. GA4 and ad-platform reporting are set up so you can follow a lead from first click to opportunity, with sensible attribution windows and a plain-language view of which campaigns sourced pipeline — not two platforms each claiming the same deal.

Landing pages built for considered decisions

B2B buyers compare, forward links internally and come back later. Landing pages are reviewed for message match, proof, form length and the questions a buying committee actually asks — because a page that converts researchers into demo requests is worth more than any bid strategy.

CRM and GA4 integration

GA4 key events, Google Ads conversions and your CRM are wired to measure the same definitions — so marketing and sales argue from one set of numbers. Cross-domain journeys, scheduling tools and marketing-automation handoffs are tracked end to end.

Reporting tied to pipeline

Spend, qualified leads, cost per qualified lead and pipeline sourced in plain language — which campaigns produced opportunities, what changed, and what happens next month. No impressions-and-clicks decks.

You can see what each dollar of ad spend returned in pipeline your sales team would actually want — and the reasoning behind every change.

This work usually sits alongside B2B Google Ads management, B2B LinkedIn Ads management, B2B PPC management, week to week, offline conversion and lead tracking and GA4 and pipeline attribution reporting.

Who it is for

A good fit if this sounds like you.

  • US and UK B2B companies whose lead volume looks fine but whose sales team rejects most of it
  • Marketing leads who cannot connect this quarter's pipeline to last quarter's ad spend
  • Founders tired of agencies reporting cost per lead instead of cost per qualified opportunity
  • Teams whose CRM stages never make it back into Google Ads, so bidding learns nothing

Proof

Documented results.

564,959

events validated in a single measurement rebuild, tying $205,207 of revenue to its sources — the measurement discipline behind this service, documented in the portfolio. Offline conversions and CRM feedback are how that discipline applies to B2B pipeline.

Past results do not guarantee future performance.

Review the paid media case studies

Process

How the work runs.

  1. 01

    Review

    Read-only access to the account, analytics and tracking. I tell you what I see before any agreement.

  2. 02

    Fix the foundations

    Tracking, conversion definitions and account structure are corrected first, so optimisation works from accurate data.

  3. 03

    Optimise

    Weekly changes to bids, budgets, queries, audiences and creative, each with a stated reason.

  4. 04

    Report

    Plain-language reporting tied to leads and pipeline, with a direct line to me.

FAQ

Common questions.

What does B2B lead generation management include?
An account audit, Google Ads and LinkedIn Ads campaign management, lead-quality definitions agreed with your sales team, offline conversion imports from your CRM, landing-page review, GA4 and pipeline attribution setup, and monthly reporting tied to qualified pipeline — not form fills.
How is this different from a B2B lead generation agency?
You work directly with the person in your account — no account-manager layer, no handoffs. And the optimisation target is different: qualified pipeline fed back from your CRM, not the cheapest form fill the platforms can find.
How do you handle long B2B sales cycles?
By measuring the stages between click and close. Qualified-lead and opportunity stages are imported back into Google Ads as offline conversions where your CRM supports it, so bidding learns from pipeline even when deals take months. Reporting follows leads into the pipeline rather than stopping at the landing page.
Google Ads or LinkedIn Ads for B2B?
They do different jobs. Google captures people already searching for a solution; LinkedIn reaches the buying committee before they search, by job title, company size and industry. Most B2B companies belong on Google first, with LinkedIn added when deal values justify the higher click costs.
Do you work with US and UK companies?
Yes — accounts are managed remotely with a working cadence agreed up front. The documented case studies on this site are from campaigns in other markets; the method — measurement first, lead quality over volume — is what transfers.
Which CRMs can you work with?
Offline conversion imports work with any CRM that can export or sync lead stages — HubSpot, Salesforce, Pipedrive and similar. Where a direct integration is not practical, a scheduled export achieves the same result. The setup is scoped honestly before anything is promised.
Can you guarantee a cost per qualified lead?
No. Nobody can honestly guarantee rankings, lead volume or a cost per lead. I commit to the work, the reasoning behind it and transparent reporting.
How much does it cost?
Paid advertising plans start at $399 per month, with ad spend paid directly to Google or LinkedIn. The first 30-minute account and website review is free; a deeper paid audit starts at $299.

Next step

Get your account and website reviewed.

Tell me what is happening in the account and I will tell you what I would look at first — whether or not you hire me.

Get My Account & Website Review→

Starting price

$399/month

Related services

Book a 30-Min Call