How do you prove PPC is contributing to revenue, not just traffic?

ROAS is a starting metric, not the only one. We track: cost per qualified lead (not just any lead), pipeline contribution (how much revenue entered the funnel from PPC), customer acquisition cost by segment, incrementality (what PPC adds beyond organic), and lifetime value of PPC-acquired customers. Every metric ties back to pipeline and revenue, not impressions or clicks.

Is your Google Ads spend generating pipeline, or just clicks?

PPC that pays for itself. Or we find out why it does not.

Most B2B Google Ads accounts waste 30–50% of budget on the wrong audiences, broken conversion tracking, and Performance Max campaigns running without proper asset structure or audience signals (Ascend2 A/B Testing in Marketing Research, 2025).

We audit, rebuild, and scale Google Ads with persona-driven targeting, structured A/B testing, and conversion tracking discipline. The art of understanding your buyer meets the science of measurable ROAS improvement.

4.8x ROAS

National tourism board, persona-led paid media

+350%

Registrations for UK FinTech in 60 days

-43%

Average CPA reduction after account rebuild

Get a free PPC Audit Read: ChatGPT Ads and B2B intent

What we manage

Every lever that affects your paid acquisition cost and quality.

Google Search Ads

High-intent keyword targeting, negative keyword hygiene, ad copy testing, and bid strategy optimization. We focus on search terms that indicate buying intent, not just traffic volume.

Performance Max

Strategic asset group structure, audience signals, feed quality for Shopping, and creative testing. We maintain control levers that most agencies ignore, because PMax without discipline wastes budget.

Conversion Tracking

GA4 setup, offline conversion imports, enhanced conversions, and attribution modeling. Clean data is the foundation, if your tracking is wrong, every optimization decision is wrong.

Structured A/B Testing

Systematic experiments across ads, audiences, bids, and landing pages. Each test has a hypothesis, minimum sample size, and clear success criteria. No random changes, no gut feelings.

Budget & Bid Strategy

Smart budget allocation across campaigns, dayparting, device adjustments, and bidding strategy selection. We match your budget to the highest-value opportunities first.

Reporting & Insights

Weekly performance reports with actionable insights. Not dashboards full of vanity metrics. We report on pipeline contribution, CPA by segment, and incremental revenue from PPC.

The art & science of PPC

The Art, Understanding Your Buyer

Persona mapping: who buys, what triggers them, how they search
Message-market fit: ads that speak to pain points, not features
Landing page narrative: guiding the buyer from click to conversion
Brand consistency: paid messaging that reinforces organic positioning
Competitive differentiation: standing out in a crowded SERP

The Science, Measurable Improvement

Statistical significance: no declaring winners on 50 clicks
Multi-variate testing: isolating variables that actually move CPA
Attribution modeling: understanding the real path to conversion
Incrementality testing: proving PPC adds value beyond organic
Automated bid adjustments: letting data drive spend allocation

Typical outcomes

Across managed accounts, from £5K/month challenger brands to £500K/month enterprise programmes.

Paid Media Performance

ROAS range across portfolios

dependent on sector & margin

Average reduction in wasted spend

through structured A/B testing

Total paid media managed

across all client accounts

Average lead quality improvement

via persona-matched targeting

Sources: ROAS range and wasted-spend reduction are indicative outcomes from Integrated.Social managed accounts; individual results vary by sector, budget, and baseline account health. “$25M+ total paid media managed” reflects cumulative ad spend under management across all client accounts. Lead quality improvement via persona-matched targeting consistent with Ascend2 A/B Testing in Marketing Research (2025) findings on structured audience segmentation.

Case Study · UK FinTech

+350% registrations & 85% lower CAC in 60 days, persona pivot + 170+ A/B tests

Read the case study →

Related services & reading

Breaking: GPT-5.6 SolPublished June 28, 2026

GPT-5.6 Sol Is Here, the IPO Is Delayed, and ChatGPT Has 900M Users: What B2B Marketers Must Do Now

OpenAI confirmed 20% commercial intent across 900M weekly ChatGPT users at Cannes 2026, delayed its $1T IPO to 2027, and launched GPT-5.6 Sol with government-gated access. The window to build AEO citation authority before ChatGPT ads inflate CPCs is closing. Here is the three-part action plan for B2B paid and organic teams.

20% commercial intent across 900M users$852B valuation, $1T IPO floor targetSol Ultra: 91.9% on Terminal-Bench 2.1

Read the full analysis →

New: ChatGPT Ads UK

Is your B2B brand ready for ChatGPT Ads?

ChatGPT Ads launched in the UK in June 2026 with self-serve access, no minimum spend, and CPC bids from $3. The audience targeting layer is not live yet, which means early movers are competing on content quality and landing page relevance, not audience precision. Modi Elnadi breaks down who should test now, who should wait, and how to structure your first £500 test budget before H2 2026.

Read the full B2B decision framework

Service

Gemini Enterprise Agentic AI

Autonomous agents that optimize bids and creative at scale.

Service

SEO, AEO & GEO

Organic visibility that compounds alongside your paid investment.

Service

AI Marketing Strategy

Full-funnel strategy that aligns paid, organic, and content.

Article

Performance Max vs Smart Campaigns: Which AI Bidding Strategy Wins for B2B in 2026?

A data-driven breakdown of when to use Performance Max, when Smart Campaigns still make sense, and the hybrid approach that outperforms both.

Article

AI Search Ads Are Inside the Answer Now

What B2B paid media teams must do before Q3 as Google moves ads inside AI answer panels.

See it in action

From 20% account connection to +350% registrations, in 60 days

A VC-backed UK personal finance app was 60 days from losing its funding. The problem was not the product, it was the audience. By pivoting the persona strategy, rebuilding the Facebook acquisition funnel, and running 170+ A/B test variations, the campaign delivered results that secured a multi-million pound funding round.

“The science of systematic A/B testing, combined with the art of understanding who your buyer really is, that is where the compounding returns come from.”
— Modi Elnadi, Integrated.Social

Read the full case study

+350%

New Registrations

in 60 days

85%

CAC Reduction

vs. £14+ baseline CPL

170+

A/B Variations

per audience segment

Multi-£M

VC Round Secured

post-campaign

See it in action

4.8x ROAS and 62% lower CPL through four traveller persona archetypes

An East African national tourism board was running undifferentiated campaigns across UK and EMEA markets. By rebuilding the audience strategy around four distinct traveller archetypes, Luxury Adventurer, Cultural Explorer, Eco-Traveller, and Honeymoon Couple, and running structured A/B testing across paid search, programmatic display, and paid social, the campaign delivered a 4.8x ROAS improvement and 62% reduction in CPL over 12 months.

“Destination marketing is pure persona work. When you stop talking to ‘travellers’ and start talking to the Luxury Adventurer or the Eco-Traveller, the creative writes itself, and the ROAS follows.”
— Modi Elnadi, Integrated.Social

Read the full case study

4.8x

ROAS Improvement

vs. undifferentiated baseline

62%

CPL Reduction

across all persona segments

38%

High-Value Enquiries

luxury & honeymoon segments

Traveller Archetypes

Luxury · Cultural · Eco · Honeymoon

Commercial KPIs

How we measure PPC & Performance Max

We report on what paid media actually produces: pipeline and revenue, not clicks and impressions.

ROAS & CPA

Return on ad spend and cost per acquisition, by persona segment and campaign

Conversion Rate (A/B Tested)

Landing page and campaign conversion rates, improved through structured experimentation

Test Velocity

Number of A/B tests running weekly across ads, landing pages, messaging, and audiences

← See all 6 AI marketing KPIs on the homepage

Frequently asked questions

Rising spend with flat lead quality is almost always a targeting or conversion tracking problem. Either the algorithm is optimising for the wrong signal (form fills that never become pipeline, rather than qualified leads), or the account structure is too broad and Performance Max is capturing low-intent traffic. We audit your conversion tracking first, then restructure campaigns around your actual buyer intent. Most clients see CPL drop 20-40% within 60 days without increasing budget.

The most common reasons B2B Google Ads fail: tracking clicks instead of qualified pipeline, using broad match keywords that attract irrelevant traffic, sending paid traffic to a generic homepage instead of a conversion-optimised landing page, and not having enough budget to generate statistical significance. We address all four before spending a pound on media. If your market is too competitive for your budget, we will tell you honestly rather than take your money.

Performance Max requires disciplined inputs to produce quality outputs. We focus on: clean conversion tracking (so the algorithm optimises for real business outcomes), strategic asset group structure (separating audiences and intents), audience signals that guide the machine learning without over-constraining it, and a robust negative keyword strategy to prevent brand and competitor cannibalisation. We maintain full transparency on where budget is allocated and why.

Yes, and the window to build citation authority before ChatGPT ads inflate CPCs is closing fast. OpenAI announced at Cannes Lions 2026 that it is clearly in the advertising business. Brands that build AEO citation authority now will have a structural cost advantage when ChatGPT ads launch at scale. We integrate PPC and AEO strategy so your brand is visible in both paid and AI-generated answers. See our SEO, AEO and GEO service for the citation-building component.

They are more powerful together than either is alone. We use PPC data to validate SEO keyword opportunities before investing in content, align landing pages across paid and organic, use search term reports to identify content gaps, and coordinate messaging so paid and organic reinforce each other. As AI Mode reduces organic CTR, PPC becomes the reliable traffic floor while AEO builds the citation authority that reduces long-term CPCs.

A traditional PPC agency manages bids, writes ad copy, and reports on clicks and conversions. An AI PPC agency deploys autonomous agents that monitor auction dynamics in real time, test creative variants at scale, reallocate budget across campaigns based on ROAS signals, and integrate paid performance with your AEO and GEO strategy so your brand is visible in both paid results and AI-generated answers. The difference is compounding intelligence versus manual optimisation: AI agents run hundreds of micro-tests simultaneously that a human team could never execute at the same speed or scale.

Performance Max (PMax) is Google's AI-driven campaign type that serves ads across Search, Shopping, Display, YouTube, Gmail, and Maps from a single campaign. It uses Google's machine learning to allocate budget to the highest-converting placements automatically. Without specialist management, PMax tends to over-invest in brand terms (which would convert anyway), under-invest in prospecting, and produce opaque asset group performance that is hard to diagnose. We manage PMax with structured asset groups per persona, exclusion lists that prevent brand cannibalisation, custom audience signals from your CRM, and weekly performance reviews that feed back into the asset strategy.

Google AI Mode is restructuring the search results page. AI-generated summaries now occupy the top of the page for a growing proportion of commercial queries, pushing both organic and paid results further down. Early data shows organic CTR declining 20-35% for queries where AI Mode appears. For PPC, this means two things: first, the paid positions that appear within or alongside AI Mode summaries carry a significant premium and require tighter quality score management; second, brands that build AEO citation authority appear in the AI Mode summary itself, creating a combined paid-plus-citation presence that dominates the page. We build both simultaneously.

B2B PPC with long sales cycles requires a different attribution model than B2C. We build multi-touch attribution that tracks the full journey from first paid click through content engagement, demo request, sales qualification, and closed deal. We segment campaigns by buying stage: awareness campaigns targeting in-market accounts with educational content, consideration campaigns retargeting engaged visitors with case studies and proof points, and decision campaigns targeting high-intent queries with direct conversion offers. Budget allocation shifts based on pipeline velocity data from your CRM, not just click-through rates.

Yes, and the integration is where the leverage is. Google Ads captures intent at the moment of search; LinkedIn Ads builds awareness and authority with your target accounts before they search. We run coordinated campaigns where LinkedIn account-based targeting seeds awareness with your ICP, and Google Ads captures the resulting search intent with tailored messaging. Retargeting lists from LinkedIn are used as audience signals in Google PMax, and search term data from Google informs LinkedIn content strategy. The result is a consistent brand presence across the full buyer journey.

The minimum viable B2B PPC budget depends on your average deal value and sales cycle length. As a general rule, you need enough budget to generate statistically significant conversion data within 60-90 days. For most B2B SaaS and professional services companies in the UK, this means a minimum of £3,000-£5,000 per month in ad spend to generate enough data to optimise effectively. Below that threshold, campaigns do not accumulate enough conversion signals for Google's algorithms to optimise, and you end up paying learning-phase CPCs indefinitely. We assess your specific market and deal economics before recommending a starting budget.

International PPC requires separate campaign structures per market, not just geo-targeting overlays on a single campaign. Search behaviour, competitive density, and CPCs vary significantly between the UK, US, DACH, and APAC markets. We build market-specific campaigns with localised ad copy, landing pages, and bidding strategies. For Performance Max, we use separate asset groups per market to prevent Google's algorithm from averaging performance across markets with very different conversion rates. We also integrate market-specific AEO content strategies so your brand builds citation authority in each target market's AI search ecosystem.

Ready to improve your ROAS?

Book a free PPC audit. I will review your account structure, tracking setup, and identify the fastest path to better performance.

Book your free PPC audit

Quick answers

AI-powered PPC and Performance Max: common questions

What is Performance Max and how does AI optimise it?

Performance Max (PMax) is Google's AI-driven campaign type that serves ads across Search, Shopping, Display, YouTube, Gmail, and Maps from a single campaign. Google's machine learning allocates budget to the highest-converting placements automatically. Without specialist management, PMax tends to over-invest in brand terms, under-invest in prospecting, and produce opaque performance data. We manage PMax with structured asset groups per buyer persona, negative keyword lists that prevent brand cannibalisation, custom audience signals from your CRM, and weekly reviews that feed back into asset strategy.

How does PPC work alongside AEO and AI search?

PPC and AEO are more powerful together than either is alone. As Google AI Mode reduces organic CTR by 20–35% on commercial queries (SISTRIX data, cited at Google I/O 2026), PPC becomes the reliable traffic floor while AEO builds the citation authority that reduces long-term CPCs. We use PPC search term data to validate AEO content opportunities, align landing pages across paid and organic, and coordinate messaging so paid and AI-generated answers reinforce each other. Brands that build AEO citation authority now will have a structural cost advantage when ChatGPT advertising scales.

What ROAS can we expect from AI-optimised PPC?

ROAS targets depend on your sector, average deal size, and current account health. Most B2B clients see cost-per-qualified-lead drop 20–40% within 60 days of restructuring conversion tracking and campaign architecture (indicative range from Integrated.Social client engagements; individual results vary). We track pipeline contribution (revenue entering the funnel from PPC), customer acquisition cost by segment, and incrementality (what PPC adds beyond organic) rather than relying on ROAS alone. Every metric ties back to pipeline and closed revenue, not impressions or clicks.

How do you handle PPC for regulated industries?

Regulated industries such as FinTech, financial services, legal, and healthcare require additional compliance layers in PPC management. We build pre-flight compliance checks into every ad copy and landing page review cycle, maintain sector-specific negative keyword lists that prevent ad serving on prohibited terms, and structure campaigns to meet Google's financial products and services advertising policies. We have managed PPC for regulated B2B clients where every asset must pass legal review before going live, and we build that review cycle into our workflow from day one.

Ready to start?

Three ways to work with us

Pick the path that fits where you are right now.

Free · No obligation

Audit your domain for AI Answers

See exactly where your brand appears in Google AI Mode, ChatGPT, Perplexity, and Gemini. Free AI Visibility Audit with a scored report and gap analysis.

Get my free AI Audit

1-to-1 · Personalised

AI Executive Training for Leaders

Three sessions built around your role, your sector, and your goals. Hands-on AI training that makes you dangerous with the tools your competitors are still figuring out.

Explore AI Training

30 min · No pitch

Discuss your AI marketing strategy

A focused conversation about where you are, where you want to be, and what a realistic 90-day AI marketing deployment looks like for your business. No deck. No sales script.

Schedule a discovery call