Paid media · Demand generation

Reach the people who are not looking yet.

Paid social, video and display for B2B companies who have outgrown what search alone can deliver.

Book a Strategy Call

Start here to get your ad accounts reviewed.

How we think about it

Search has a ceiling. It is the number of people already looking.

Every company that runs search well eventually hits the same wall: you have captured everyone typing your category into Google, and the only way to grow is to increase how many people are typing it.

That is what demand generation does. It reaches the companies who would be excellent clients and have simply never thought about the problem you solve. It works slower, it does not attribute cleanly, and it is the reason your branded search volume goes up.

Creative is the biggest variable in what it costs, which is why production is included rather than quoted separately. Concepts get refreshed when performance says to.

Demand generation is what we deploy when the constraint is Discovery and you have already captured the people who are searching. How the engines work →

What is included

The scope of work.

  • Meta Ads
  • LinkedIn Ads
  • YouTube
  • Google Display
  • Remarketing and audience building
  • Creative concepting and production
  • Ad copy variants per concept
  • Placement and size variants
  • Audience testing
  • View-through and assisted conversion analysis
  • Landing page alignment
  • Quarterly creative refresh

Questions we get

Before you call.

How is this measured if nobody clicks and converts the same day?
Not by last-click, which will always make demand generation look like a failure. We watch whether branded search volume rises, whether the people converting on search have seen the social ads first, and whether close rates improve on leads who arrived warm. Judging this channel on direct conversions is the most common way companies waste money on it.
Why is creative included rather than quoted?
Because creative is the single biggest variable in what paid social costs you, and an agency that has to raise a quote every time a concept needs replacing will simply stop replacing concepts. Including it means we refresh when performance says to, not when the budget allows.
What counts as one concept?
An idea plus every placement and size it needs. One design running as a feed ad, a story, a reel and a display banner set is one concept, not four. Counting assets instead of concepts is how agencies inflate what looks like a lot of work.
LinkedIn is expensive. Is it worth it?
For a deal worth five figures or more, usually yes. LinkedIn costs several times what Meta does per click, and it is the only platform where you can target by job title and company size with any accuracy. If your average deal is small, the math stops working.
Do we need this if search is working?
Not immediately. Search is cheaper and more qualified, so exhaust it first. The case for adding demand generation is that search volume is capped by how many people are already looking, and at some point the only way to grow is to make more of them look.

Find out if this is what you actually need.

Includes a free marketing audit.

Book a Strategy CallAll services

We work with B2B companies from $2M to $50M and up, typically investing $10,000 a month or more in marketing, including media.