B2B PPC Agency
Paid search judged on pipeline, not clicks
B2B paid search and Google Ads built around target accounts, buying committees and ICP qualified pipeline, not clicks. One client’s cost per lead fell by over 65% in the first 30 days.
11.7x ROI · £300M pipeline generated · 100+ B2B companies
B2B PPC is paid search built for sales that take 30 to 180 days and involve several decision-makers, where consumer PPC is built for a checkout that takes a minute.
At OrbitalX a campaign is judged on ICP qualified pipeline in your CRM, not on clicks in the ad platform. The keywords are the ones a buying committee types when it is actually in market.
B2B marketing is broken
The issue isn’t leads, tools, or channels. It’s the absence of a system that compounds.
Faster results
-
ICP qualified pipeline as the goal
-
Every pound attributed in your CRM
-
Terms chosen for buying committees
-
Reports on learnings and next moves
Time-consuming tasks
-
Form fills sales won’t touch
-
Ad spend that never meets the CRM
-
Broad terms paying for job-seekers
-
Monthly reports about click rates
B2B PPC services that turn search into ICP qualified pipeline, not clicks
Google Ads, YouTube, Bing and Meta run alongside LinkedIn matched audiences as one paid layer, led by a dedicated paid media specialist.
Judged on pipeline
Campaigns measured on ICP qualified pipeline and cost per qualified lead, never on traffic.
Every pound attributed
Ad platforms connected to HubSpot, Salesforce or Dynamics, with first-touch, last-touch and multi-touch attribution in one view.
Live in 30 days
Our highest-performing playbooks deployed quickly, so you start learning what works.
One paid layer
Search and LinkedIn matched audiences planned together, not run as two separate budgets.
One system that runs your entire pipeline engine
DemandWEBS™ is the AI-native ABM platform powering every OrbitalX campaign. It turns a single strategic input — a filmed interview, a customer story, a report — into a fully deployed, multi touch, multi channel campaign across organic and paid channels. We start by enriching your ICP and account data with live buying intent signals, matching content to the right account and persona through social listening, and then deploy high impact campaigns across every channel. What used to take a team of 10 marketers, happens continuously with a self learning capability through AI. The results? ICP-qualified pipeline, and guaranteed results faster than any internal team could deliver.
What you get
Live, continuously enriched account and contact data, so no signal slips through
One strategic input, deployed everywhere it needs to be and channel-appropriate
Every touchpoint learns from the last, so performance compounds monthly
Built to work with all the tools you already have
DemandWEBS™
How paid search supports your ABM and demand generation programmes
Paid search is one layer of an account programme, not a campaign on its own. We run paid as two layers: audience-led on LinkedIn and Meta (see Paid Social), and intent-led on search and YouTube, here. Meta runs in both. Most B2B teams piece paid together from separate partners that do not connect. DemandWEBS™, built from thousands of tests on the right mix of organic and paid, connects it.
Inside an ABM programme
Search catches the buying committee when someone in a target account goes looking. The search is an intent signal that feeds back to the account record, and we cover the high-opportunity terms you are not already bidding on.
Inside a demand generation programme
Search captures the demand the programme created: the person who watched a webinar clip and searched a fortnight later. YouTube puts the webinar video in front of the right buyers cost-effectively.
Light and full paid
Light paid is for businesses new to paid that want to test particular channels. We deploy our highest-performing playbooks within 30 days, with a fully agentic landing page builder connected to your CRM and fractional SDR resource so inbound turns into booked meetings. Full paid includes the same, but runs multiple channels and platforms at once, with a higher frequency of meetings.
Platforms we run
We only list what we run for clients. LinkedIn matched audiences are covered on the Paid Social page.
Google Ads
Where a buying committee is looking. We go beyond your branded keywords to competitor terms and searches that are efficient on cost per click. Strategy depends on the client, and a dedicated paid media specialist runs it.
YouTube
Live. Puts your webinar and thought leadership video into the right buyer journeys cost-effectively, and is one of the most important places to have content for AI search.
Bing
Used where required, to extend search coverage where it is efficient on cost per click for your category.
Meta
Runs alongside search and on Paid Social, where it makes sense for the strategy, so the audience that engages in one place is reached in the other.
What we measure
Everything leads back to ICP qualified pipeline. We don’t report on clicks and impressions as headline numbers.
Click to pipeline
Everything is centred on ICP qualified pipeline as the goal, never just traffic or clicks. Those are vanity metrics.
Attribution
We connect to HubSpot, Salesforce and Dynamics and track first touch, last touch and multi-touch, so we see which campaigns work and which do not.
Offline conversions
Outcomes recorded in your CRM feed back into the ad platform so bidding learns from pipeline.
Every month
A full performance breakdown, what we learned, what we are optimising, what is coming next, and recommendations for additional content and channels based on the competitors we have identified.
What it costs to build this yourself
In case you’re tempted or compelled to reduce this strategic decision to a comparison on price, have a look at what building this capability in-house actually involves: typically a senior hire, months of ramp time, specialist contractors, and a stack of platform licences.
| Cost item | Build in-house | OrbitalX |
|---|---|---|
| Senior marketing hire salary + on-costs | £60,000–£90,000/yr | Included |
| Recruitment & ramp | £15,000–£25,000 | Included |
| Specialist skills contractors or additional hires | £25,000–£50,000/yr | Included |
| Tool stack & data platform licences, enrichment, intent | £20,000–£60,000/yr | Included |
| AI GTMe with tooling | £50,000–£100,000 | Included |
| Total, year one | £170,000–£325,000+ | £72,000 |
Real results from our customers
See what our clients have to say
Thanks so much for the through rundown! Appreciate it. The whole webinar was very very smooth.
Thanks for leading us all and teaching us how to use the platform, guiding, moderating, and supplying us with tips and tricks along the way.
Emma McNicoll
Partner Growth Manager, Yotpo
Partnering with OrbitalX on a webinar programme helped us raise awareness of our new AI-enabled platform as part of our Access Evo launch.
Their responsiveness, technical expertise and multi‑channel engagement strategy has driven strong registration and reach with our identified audience. Their stakeholder management and project management skills keep everything on track, when we are juggling multiple balls in a fast-paced GTM campaign.”
Rachael Moss
Head of Marketing, Access Recruitment
We stopped counting the number of accounts we were reaching because working with OrbitalX meant we were finally reaching the right ones.
They didn’t just hand us data and walk away. They collaborated with us weekly, adapted fast, and acted like an extension of our team.
Romain Sestier
CEO/Founder, StackOne
Thanks so much for the through rundown! Appreciate it. The whole webinar was very very smooth.
Thanks for leading us all and teaching us how to use the platform, guiding, moderating, and supplying us with tips and tricks along the way.
Emma McNicoll
Partner Growth Manager, Yotpo
Partnering with OrbitalX on a webinar programme helped us raise awareness of our new AI-enabled platform as part of our Access Evo launch.
Their responsiveness, technical expertise and multi‑channel engagement strategy has driven strong registration and reach with our identified audience. Their stakeholder management and project management skills keep everything on track, when we are juggling multiple balls in a fast-paced GTM campaign.”
Rachael Moss
Head of Marketing, Access Recruitment
We stopped counting the number of accounts we were reaching because working with OrbitalX meant we were finally reaching the right ones.
They didn’t just hand us data and walk away. They collaborated with us weekly, adapted fast, and acted like an extension of our team.
Romain Sestier
CEO/Founder, StackOne
Thanks so much for the through rundown! Appreciate it. The whole webinar was very very smooth.
Thanks for leading us all and teaching us how to use the platform, guiding, moderating, and supplying us with tips and tricks along the way.
Emma McNicoll
Partner Growth Manager, Yotpo
Partnering with OrbitalX on a webinar programme helped us raise awareness of our new AI-enabled platform as part of our Access Evo launch.
Their responsiveness, technical expertise and multi‑channel engagement strategy has driven strong registration and reach with our identified audience. Their stakeholder management and project management skills keep everything on track, when we are juggling multiple balls in a fast-paced GTM campaign.”
Rachael Moss
Head of Marketing, Access Recruitment
We stopped counting the number of accounts we were reaching because working with OrbitalX meant we were finally reaching the right ones.
They didn’t just hand us data and walk away. They collaborated with us weekly, adapted fast, and acted like an extension of our team.
Romain Sestier
CEO/Founder, StackOne
Thanks so much for the through rundown! Appreciate it. The whole webinar was very very smooth.
Thanks for leading us all and teaching us how to use the platform, guiding, moderating, and supplying us with tips and tricks along the way.
Emma McNicoll
Partner Growth Manager, Yotpo
Partnering with OrbitalX on a webinar programme helped us raise awareness of our new AI-enabled platform as part of our Access Evo launch.
Their responsiveness, technical expertise and multi‑channel engagement strategy has driven strong registration and reach with our identified audience. Their stakeholder management and project management skills keep everything on track, when we are juggling multiple balls in a fast-paced GTM campaign.”
Rachael Moss
Head of Marketing, Access Recruitment
We stopped counting the number of accounts we were reaching because working with OrbitalX meant we were finally reaching the right ones.
They didn’t just hand us data and walk away. They collaborated with us weekly, adapted fast, and acted like an extension of our team.
Romain Sestier
CEO/Founder, StackOne
Thanks so much for the through rundown! Appreciate it. The whole webinar was very very smooth.
Thanks for leading us all and teaching us how to use the platform, guiding, moderating, and supplying us with tips and tricks along the way.
Emma McNicoll
Partner Growth Manager, Yotpo
Partnering with OrbitalX on a webinar programme helped us raise awareness of our new AI-enabled platform as part of our Access Evo launch.
Their responsiveness, technical expertise and multi‑channel engagement strategy has driven strong registration and reach with our identified audience. Their stakeholder management and project management skills keep everything on track, when we are juggling multiple balls in a fast-paced GTM campaign.”
Rachael Moss
Head of Marketing, Access Recruitment
We stopped counting the number of accounts we were reaching because working with OrbitalX meant we were finally reaching the right ones.
They didn’t just hand us data and walk away. They collaborated with us weekly, adapted fast, and acted like an extension of our team.
Romain Sestier
CEO/Founder, StackOne
Thanks so much for the through rundown! Appreciate it. The whole webinar was very very smooth.
Thanks for leading us all and teaching us how to use the platform, guiding, moderating, and supplying us with tips and tricks along the way.
Emma McNicoll
Partner Growth Manager, Yotpo
Partnering with OrbitalX on a webinar programme helped us raise awareness of our new AI-enabled platform as part of our Access Evo launch.
Their responsiveness, technical expertise and multi‑channel engagement strategy has driven strong registration and reach with our identified audience. Their stakeholder management and project management skills keep everything on track, when we are juggling multiple balls in a fast-paced GTM campaign.”
Rachael Moss
Head of Marketing, Access Recruitment
We stopped counting the number of accounts we were reaching because working with OrbitalX meant we were finally reaching the right ones.
They didn’t just hand us data and walk away. They collaborated with us weekly, adapted fast, and acted like an extension of our team.
Romain Sestier
CEO/Founder, StackOne
Partnering with OrbitalX brought new life to our demand gen and significantly fattened our middle of funnel.
The team took the time to understand our business and proposition in-depth and are a joy to work with. Within a very short time, the activity has started to deliver high-quality conversations with buyers who are ready to buy.”
Sarah Clark
CRO, The Legal Director
Our experience with OrbitalX has been excellent.
Their communication is clear and proactive, and the standard of work has been impressive. The webinar teasers and lead magnet they produced were of high quality, and they’ve shown great responsiveness throughout. We’re looking forward to building on this strong start and continuing our partnership
Toni Harper
Dental Lead - Marketing, Agilio
OrbitalX brings expertise, passion, and a genuine care for our success.
They’ve helped us maximise our most important channels and think differently about our entire go-to-market motion. They’re more than a partner, they’re a part of the team.
Peter Karpas
CEO, Bold Commerce
Partnering with OrbitalX brought new life to our demand gen and significantly fattened our middle of funnel.
The team took the time to understand our business and proposition in-depth and are a joy to work with. Within a very short time, the activity has started to deliver high-quality conversations with buyers who are ready to buy.”
Sarah Clark
CRO, The Legal Director
Our experience with OrbitalX has been excellent.
Their communication is clear and proactive, and the standard of work has been impressive. The webinar teasers and lead magnet they produced were of high quality, and they’ve shown great responsiveness throughout. We’re looking forward to building on this strong start and continuing our partnership
Toni Harper
Dental Lead - Marketing, Agilio
OrbitalX brings expertise, passion, and a genuine care for our success.
They’ve helped us maximise our most important channels and think differently about our entire go-to-market motion. They’re more than a partner, they’re a part of the team.
Peter Karpas
CEO, Bold Commerce
Partnering with OrbitalX brought new life to our demand gen and significantly fattened our middle of funnel.
The team took the time to understand our business and proposition in-depth and are a joy to work with. Within a very short time, the activity has started to deliver high-quality conversations with buyers who are ready to buy.”
Sarah Clark
CRO, The Legal Director
Our experience with OrbitalX has been excellent.
Their communication is clear and proactive, and the standard of work has been impressive. The webinar teasers and lead magnet they produced were of high quality, and they’ve shown great responsiveness throughout. We’re looking forward to building on this strong start and continuing our partnership
Toni Harper
Dental Lead - Marketing, Agilio
OrbitalX brings expertise, passion, and a genuine care for our success.
They’ve helped us maximise our most important channels and think differently about our entire go-to-market motion. They’re more than a partner, they’re a part of the team.
Peter Karpas
CEO, Bold Commerce
Partnering with OrbitalX brought new life to our demand gen and significantly fattened our middle of funnel.
The team took the time to understand our business and proposition in-depth and are a joy to work with. Within a very short time, the activity has started to deliver high-quality conversations with buyers who are ready to buy.”
Sarah Clark
CRO, The Legal Director
Our experience with OrbitalX has been excellent.
Their communication is clear and proactive, and the standard of work has been impressive. The webinar teasers and lead magnet they produced were of high quality, and they’ve shown great responsiveness throughout. We’re looking forward to building on this strong start and continuing our partnership
Toni Harper
Dental Lead - Marketing, Agilio
OrbitalX brings expertise, passion, and a genuine care for our success.
They’ve helped us maximise our most important channels and think differently about our entire go-to-market motion. They’re more than a partner, they’re a part of the team.
Peter Karpas
CEO, Bold Commerce
Partnering with OrbitalX brought new life to our demand gen and significantly fattened our middle of funnel.
The team took the time to understand our business and proposition in-depth and are a joy to work with. Within a very short time, the activity has started to deliver high-quality conversations with buyers who are ready to buy.”
Sarah Clark
CRO, The Legal Director
Our experience with OrbitalX has been excellent.
Their communication is clear and proactive, and the standard of work has been impressive. The webinar teasers and lead magnet they produced were of high quality, and they’ve shown great responsiveness throughout. We’re looking forward to building on this strong start and continuing our partnership
Toni Harper
Dental Lead - Marketing, Agilio
OrbitalX brings expertise, passion, and a genuine care for our success.
They’ve helped us maximise our most important channels and think differently about our entire go-to-market motion. They’re more than a partner, they’re a part of the team.
Peter Karpas
CEO, Bold Commerce
Partnering with OrbitalX brought new life to our demand gen and significantly fattened our middle of funnel.
The team took the time to understand our business and proposition in-depth and are a joy to work with. Within a very short time, the activity has started to deliver high-quality conversations with buyers who are ready to buy.”
Sarah Clark
CRO, The Legal Director
Our experience with OrbitalX has been excellent.
Their communication is clear and proactive, and the standard of work has been impressive. The webinar teasers and lead magnet they produced were of high quality, and they’ve shown great responsiveness throughout. We’re looking forward to building on this strong start and continuing our partnership
Toni Harper
Dental Lead - Marketing, Agilio
OrbitalX brings expertise, passion, and a genuine care for our success.
They’ve helped us maximise our most important channels and think differently about our entire go-to-market motion. They’re more than a partner, they’re a part of the team.
Peter Karpas
CEO, Bold Commerce
Paid search runs inside our services.
Explore each service, and the channels it runs alongside.
See how your target accounts see you
We map how competitors show up to your target accounts — messaging, channels, signals, and conversion paths — plus the plays to win ICP pipeline buyers first.
FAQs
We exist for teams who need senior-level output right now, without carrying the headcount, the ramp time, or the tool stack it takes to build it themselves.