Paid media · Full funnel

Both, run as one system.

For B2B companies who have outgrown search alone and want the two halves working together.

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How we think about it

Two channels optimized separately make each other look bad.

Demand generation gets judged on last-click conversions and fails. Search takes credit for buyers that demand generation warmed up. Both reports look defensible and the conclusion drawn from them is usually wrong.

Run as one system, the question changes. Not which channel converted, but whether the blended cost of a qualified lead went down and whether more people are searching for you by name than were last quarter.

That is the number we report against. Channel-level detail is still there, it is just not the thing we optimize toward.

Full funnel is what we deploy when Discovery is the constraint, search is already working, and the ceiling on qualified search volume has been reached. How the engines work →

What is included

The scope of work.

  • Everything in Search Management
  • Everything in Demand Generation
  • Cross-channel budget allocation
  • Unified audience strategy
  • Blended cost per qualified lead reporting
  • Branded search lift tracking
  • Assisted conversion analysis
  • Creative production across channels
  • Multiple landing pages per year
  • Server-side tagging and Conversions API
  • Offline conversion import from CRM
  • Weekly optimization cycle

Here's the proof

Three quarters of PRS Inc's paid clicks were never real.

They were spending $7,320 a month on Google Ads, and every form submission counted as a win. Bots, job seekers and people asking about services they do not offer were all teaching the algorithm what to chase. We read every submission, found the ones that were real, and pointed the budget at those.

65%

Lower monthly spend, $7,320 to $2,530

9% → 60%

Paid click quality, peaking at 100%

50%

Less sales time wasted on junk leads

Questions we get

Before you call.

Why run both rather than picking one?
Because they fix different halves of the same problem. Search captures existing demand and is capped by it. Demand generation creates demand and converts badly on its own. Run together, the social ads raise the number of people who later search for you, and search catches them when they do. Run separately they each look worse than they are.
How do you split the budget between them?
Search first, until the qualified search volume is genuinely exhausted. Only then does money move to demand generation. Splitting evenly from day one is a common and expensive mistake, because it starves the cheaper channel to fund the slower one.
Is there a minimum spend for this?
Ten thousand a month in combined ad spend, and we mean it. Below that, splitting across two channels means neither gathers enough data to optimize and you pay to learn slowly in two places at once. Run search alone until you clear it.
How is this reported?
As one system, not two channel reports stapled together. We look at blended cost per qualified lead across both, whether branded search is rising, and what happened to close rates. Channel-level numbers are there, but they are not the headline, because optimizing each channel separately is how the whole thing gets worse.

Find out if this is what you actually need.

Includes a free marketing audit.

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