Google Ads
High-intent search capture. Best for buyers actively researching solutions. Also display, YouTube, Shopping where relevant.
Search · Display · YouTube · Shopping
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Paid acquisition managed for CAC. Reported against pipeline.
Iscope Digital runs PPC programs the way finance leaders wish they were run — built around your customer-acquisition cost and pipeline targets, not the click and impression metrics that fill most agency reports.
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Google Ads, Bing, and LinkedIn campaigns run against CAC and pipeline — not clicks. Pricing is a flat monthly retainer plus a small management percentage that declines with volume, with no performance commissions. The practical B2B minimum is $10,000/month in ad spend; below that, platform data is too thin.
| Platforms | Google Ads · Microsoft/Bing · LinkedIn |
|---|---|
| Strategy | CAC-driven bids & budgets; landing-page CRO; weekly reporting |
| Pricing model | Flat retainer + declining management % |
| Practical minimum | $10,000/month B2B ad spend (lower for local/niche B2C) |
GoogleSearch · Display · YouTube · Shopping
LinkedInSponsored Content · Lead Gen · Message Ads
BingMicrosoft Advertising
MetaFacebook · Instagram · Audience Network
What is PPC management — and why CAC matters more than CPC?.
PPC (pay-per-click) management is the practice of designing, executing, and optimizing paid advertising on Google, LinkedIn, Bing, Meta, and other platforms — covering keyword strategy, bid management, ad creative, landing pages, and conversion measurement.
Most PPC reports optimize for CPC (cost per click), CTR (click-through rate), or impressions. These tell you about traffic, not about business. Iscope optimizes for CAC (customer-acquisition cost) — the cost of acquiring a paying customer or qualified pipeline opportunity — because that is the number that determines whether paid acquisition is profitable.
Four platforms. Composed for the audience.
No single platform serves every B2B audience. We compose campaigns across the four where buyers actually are — and skip the platforms that don’t fit.
LinkedIn Ads
The B2B platform. Sharp title and seniority targeting. Especially good for ABM and high-ACV propositions.
Sponsored Content · Lead Gen · Message AdsBing / Microsoft
Lower CPCs than Google, older B2B audience skew, often better cost-per-conversion for enterprise.
Microsoft Search · Microsoft AudienceMeta
For B2B with consumer-overlap audiences (SMB owners, prosumers, executives at-home). Strong retargeting tool.
Facebook · Instagram · Audience NetworkStrategy through reporting. End-to-end ownership.
CAC modelling & goal-setting
Define target CAC and acceptable payback period. Reverse-engineer to allowable CPC, CPL, and CPA per channel.
StrategyTargeting infrastructure
Keyword research, audience builds (LinkedIn / Meta), lookalikes, custom audiences from your CRM, negative keyword lists.
Keywords & audiencesAd copy & design
Search ads, responsive ads, single-image and video creative for paid social. Multi-variant for testing.
CreativeConversion pages
Dedicated landing pages per campaign — message-matched, fast-loading, conversion-tested. Built by our Creative Web Development team where needed.
Landing pagesConversion measurement
Conversion tracking pixels, GA4, server-side tracking where applicable, CRM integration for closed-loop attribution.
TrackingWeekly pipeline reviews
CAC, MQL volume, SQL conversion, pipeline contribution. Tied back to revenue where data permits.
ReportingSix symptoms we usually find — and what we fix.
When clients bring an underperforming PPC program to us, it’s almost always one of these. Audit-first because the fix depends on the cause.
“Clicks are cheap but no pipeline”
Fix: Keyword intent is wrong. We rebuild keyword sets around problem-aware and solution-aware intent — not just category terms.
“CPA is rising every quarter”
Fix: Auction is more competitive; creative has gone stale. Refresh creative every 8–12 weeks, expand audience away from saturated segments.
“LinkedIn costs are insane”
Fix: Targeting too broad or too narrow. We tighten title + seniority + company-size targeting, layer matched audiences from your CRM.
“Conversion rate dropped”
Fix: Usually landing page, not ad. Audit page load speed, message match, form length. Often a 2× lift available from page work alone.
“Spend pacing is off”
Fix: Bid strategy is fighting the campaign. Switch to manual or target-CPA bidding for predictable pacing, reserve smart bidding for stable campaigns.
“Sales says leads are bad”
Fix: Form quality, not lead quantity. Add qualification fields, ICP filters in the form, post-submit scoring rules before CRM hand-off.
From audit to live campaign in 21 days.
Audit
Current accounts, spend efficiency, conversion tracking, attribution gaps. Days 1–5.
CAC model
Target CAC, payback period, allowable per-channel CPL/CPA. Days 3–7.
Build
Account structure, keyword sets, audiences, creative, landing pages, tracking. Days 7–18.
Launch
Soft launch at controlled spend. Validate conversion tracking before scaling. Day 21.
Optimize
Ongoing: weekly reviews, bi-weekly bid adjustments, monthly creative tests, quarterly account refresh.
Where paid acquisition pays back.
B2B SaaS demand gen
Steady MQL flow from high-intent search, LinkedIn for category-defining campaigns, demo sign-ups.
LinkedIn ABM
Named-account targeting with sponsored content + lead gen forms. Coordinated with SDR follow-up.
High-intent search capture
Buyers searching for solutions to specific problems — capture and convert before they reach competitors.
Retargeting site visitors
Multi-platform retargeting of high-intent pages. Google Display, LinkedIn, Meta all working together.
Event & webinar registration
Time-bounded paid drives. Multi-touch retargeting against drop-offs from registration funnel.
Local & geographic services
Geo-bounded Google Search and Local Service ads for businesses serving specific markets.
Give us read-only access. We’ll send back a written diagnosis.
Wasted spend, missed opportunities, structural problems, tracking gaps. Five days, no commitment. If we recommend you stay with your current agency, we’ll say that too.
PPC pairs naturally with these.
Creative Web Development
High-converting landing pages built where the paid traffic lands. Same shop, same accountability.
AI Engine Optimization
Capture buyers in AI engine answers — the demand that PPC doesn’t reach.
Online Lead Generation
PPC delivers in-market intent; lead gen reaches the audience before they’re searching.
Asked often. Answered plainly.
Anything else, ask on the discovery call.
Which platforms do you manage?
Google Ads (Search, Display, YouTube, Shopping, Local Service Ads), LinkedIn Ads (Sponsored Content, Lead Gen Forms, Message Ads, Conversation Ads), Microsoft/Bing Ads, Meta (Facebook, Instagram, Audience Network), and platform-specific channels like Reddit and Quora where they fit. We will recommend the mix based on your audience and CAC targets — not the platforms we are commissioned to push.
How is PPC pricing structured?
Flat monthly retainer scaled to spend and complexity, plus a small management percentage on spend (declining with volume). We do not take performance commissions on platforms — that creates a perverse incentive to push spend higher when it shouldn’t go higher. Pricing is transparent and reviewable in the contract.
What’s the minimum ad spend?
For B2B engagements, $10,000/month in ad spend is the practical minimum. Below that, platform data is too thin for meaningful optimization and the management fee dominates the economics. For local services or niche-vertical B2C, lower minimums apply.
How is performance measured?
CAC and pipeline first; CPC, CTR, impressions reported as supporting data. Weekly reports cover spend pacing, conversion volume, qualified-lead count, CAC trend, and per-channel attribution. Monthly reports add pipeline contribution and revenue attribution where CRM integration supports it.
Do you build landing pages?
Yes. Dedicated landing pages per campaign — message-matched, fast-loading, conversion-tested — are part of every engagement. Built by our Creative Web Development team when site changes are needed; built on our landing-page platform otherwise.
How long until results?
First conversions: 1–2 weeks after launch. Reliable CAC signal: 6–8 weeks (enough data to optimize against). Steady-state pipeline contribution: 3 months. Anyone promising “results in 30 days” without context is selling clicks, not pipeline.
Do I keep ownership of the ad accounts?
Yes, always. All ad accounts (Google Ads, LinkedIn, Bing, Meta) remain under your ownership and billing. We are added as managers with the permissions required to run them. If the engagement ends, you keep the accounts, the history, the audiences, and the data.
What does the reporting look like?
Live dashboard (Looker Studio or equivalent) updated daily, weekly written summary on Mondays, monthly review meeting. Reports lead with CAC, conversion volume, and pipeline contribution — followed by platform-level diagnostics. We will not pad reports with vanity metrics.
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