Pricing is determined individually after the brief and strategy session — it depends on the channel scope, depth of CRM integration, content production, and need for an ABM strategy. For single-channel campaigns in small and mid-market B2B, budgets are substantially lower than for a multichannel enterprise strategy. We don't form B2B packages shorter than 3 months — the cycle is too short to draw conclusions.
B2B MARKETING
B2B Marketing
We build advertising for B2B companies — from small service businesses with $300–500 deal sizes to enterprise products with long sales cycles. We work through LinkedIn ABM, Google Ads, Meta, and SEO; coordinate with your sales team; and configure attribution across the entire funnel. We understand B2B specifics — where B2C wins on creative, B2B wins on targeting precision, relevant content for each funnel stage, and proper handling of the sales cycle.
Consultation
B2B MARKETING
What sets the B2B approach apart in marketing?
It’s not deal size and it’s not “product complexity,” as people often mistakenly think. B2B differs from B2C in three structural ways that determine strategy:
Multiple people make the decision.
In B2C, the buying decision is made by one person. In B2B, it’s typically 3–10 people inside the customer company: someone is searching for a solution, someone evaluates it technically, someone approves the budget, someone signs the final contract. Advertising has to reach each role — with different content and through different channels. LinkedIn posts that engage an end-user won’t work for the CFO. And vice versa.
A decision cycle stretched over time.
In B2C, user actions are fast: saw it, clicked, bought. In B2B, weeks to months pass between first contact and sale. During that time the prospect comes back to you 5–15 times: through advertising, organic search, LinkedIn, YouTube, peer recommendations. Advertising has to maintain presence across the whole journey, not expect conversion from the first impression.
A different decision-making character.
In B2C, decisions are more often emotional: like/dislike, impulse. In B2B, they’re rational and reasoned: people check reviews, compare competitors, read case studies, talk to the sales team, test the product. So B2B content isn’t “emotional creative” — it’s expert value: case studies with numbers, comparisons, research, demonstrations.
The implication: in B2B, standard B2C metrics (CTR, CPL in isolation from the rest) don’t work. The real metrics are SQL rate, pipeline value, deal velocity, LTV/CAC. And B2C creative tactics don’t work either — where a meme ad lands for B2C, B2B requires an analytical article.
Which B2B clients do we work with?
Our experience covers a wide range of B2B segments. The deciding factor isn’t company size — it’s whether the client has a clearly defined ICP and the readiness to coordinate marketing with sales.
Segments we frequently work with:
- Small and mid-market B2B: local services for businesses, legal and accounting practices, IT outsourcing, marketing agencies, recruiting. Deal sizes from $300–500.
- B2B e-commerce and supply: wholesale, distribution, B2B marketplaces, supply of equipment and materials for businesses.
- Professional services: consulting (strategy, finance, HR), audit, expert assessments.
- SaaS and IT products: from small niche SaaS ($30–100/month subscriptions) to enterprise solutions.
- Industrial and technology companies: manufacturing, B2B technology, engineering services.
- EdTech for corporate training.
Segments where advertising rarely works (honestly):
- Highly specialized industries with a target audience of 10–50 companies in Ukraine — in such cases advertising is expensive and ineffective. Outreach or direct sales through the client’s own team is a better fit.
- Segments with strict advertising restrictions (specific medical fields, regulated financial products).
What we DON’T do in B2B
Cold outreach in any form: cold email campaigns, mass LinkedIn messaging through Sales Navigator, cold-call campaigns, automated sequences via Lemlist, Outreach, Apollo, Reply, Woodpecker.
The reason — honest. This is a separate competency with its own methodology: deliverability, domain warm-up, reputation management, personalization. Doing it “on top of advertising” without a dedicated team is bad for the client and bad for our reputation. If you need outreach, we honestly recommend specialized partners and stay focused on advertising.
Other things we don’t do: event marketing (conferences, industry expos), classical PR (press releases), books, and large educational products.
Which advertising channels do we work with in B2B?
Our B2B approach is always multichannel. Single-channel advertising rarely delivers ROI in B2B — buyers rarely make a decision after a single touch. The working mix depends on business type:
LinkedIn Ads.
The primary channel for B2B with a clear ICP defined by job titles and companies (SaaS, consulting, enterprise services). ABM targeting against company lists, Thought Leader Ads from executives’ personal accounts, Lead Gen Forms with CRM integration. Less effective for very small businesses with broad audiences — Meta or Google often wins there.
Google Ads.
Works in any B2B segment where people Google for solutions. Search campaigns on high-intent queries (“[category] consulting,” “[product] pricing,” “best [solution],” “[problem] solution”). Performance Max for B2B e-commerce with a catalog. For small and mid-market B2B, Google is often the primary channel — not LinkedIn.
Meta Ads.
Rarely the first touchpoint with B2B audiences, but strong in three scenarios: retargeting warm audiences, reaching decision-makers in non-work contexts (evening Instagram scrolling), and B2B segments with broad audiences where interest- and behavior-based targeting outperforms LinkedIn (small businesses, local services, educational courses).
SEO + content marketing.
In B2B, SEO is a strategic channel. Queries like “how to implement [solution],” “comparison [vendor A] vs [vendor B],” and “[problem] solution” generate the highest-intent leads. SEO content keeps working for years after publication. Separately, we layer on GEO optimization — so ChatGPT, Perplexity, and Gemini recommend you to clients searching for solutions through AI.
YouTube Ads and Demand Gen.
Video content (product demos, case studies, customer interviews, webinars) paired with Demand Gen campaigns in Google. Effective for categories where the product is hard to grasp without demonstration.
The mix isn’t universal. For a B2B SaaS with a complex product, it’s LinkedIn + SEO + Google Search. For a local B2B service, it’s Google Search + Meta retargeting. For B2B e-commerce, it’s Google Shopping + Meta + SEO. At the brief stage, we explain why this specific mix fits your case.
How do we build a B2B strategy?
Stage 1. ICP and sales funnel.
We start with a clear ICP description (Ideal Customer Profile): company size and type, industry, geography, decision-maker job titles, average deal size, deal cycle. In parallel with your team, we map the current funnel: which stages exist, where leads drop off, where they stall. Without this, the media plan is guesswork.
Stage 2. Channel allocation by funnel stage.
Not “let’s run ads on every channel,” but a specific allocation: which channel does what.
- Awareness — LinkedIn Sponsored Content with Thought Leader Ads, YouTube Ads, SEO content for broad informational queries.
- Consideration — LinkedIn ABM on engaged audiences, Google Search on comparison queries, Meta and YouTube retargeting with case studies.
- Conversion — LinkedIn Lead Gen Forms on hot audiences, Google Search on brand and high-intent queries, retargeting to pricing and demo pages.
Stage 3. Infrastructure and tracking.
LinkedIn Insight Tag, Google Ads with Enhanced Conversions, Meta Pixel + CAPI, GA4 with funnels configured, Google Tag Manager. CRM integration with the client’s stack — HubSpot, Salesforce, Pipedrive, Keycrm. Without the CRM connection, B2B advertising optimizes against intermediate metrics (form fills) instead of actual sales.
Stage 4. Content for each funnel stage.
For awareness — expert content that solves a problem without direct selling. For consideration — case studies, comparisons, demos. For conversion — a direct offer with a clear value proposition. We produce part of the content ourselves (creatives, short videos through AI production), part jointly with your team (expert material on your specific industry).
Stage 5. Launch and sales coordination.
B2B advertising doesn’t live separately from sales. Every 1–2 weeks — a meeting with your sales team: which leads made it to the first call, which became opportunities, which fell through. Based on this, we adjust targeting, creatives, and messaging.
Stage 6. Evaluation and scaling.
The B2B cycle doesn’t reveal a complete picture before 3–6 months. If ROI is positive, we scale budget and add new channels. If it isn’t, we revise the strategy — not just “increase the budget.”
How long does it take to see results in B2B?
It depends on your deal cycle. The honest picture:
- 1 month — campaigns running, infrastructure configured, first leads (often cold or off-target — that’s a normal learning stage).
- 2–3 months — lead quality stabilizes, first calls, demos, qualified opportunities.
- 3–6 months — first closed deals, you can start evaluating pipeline value and early attribution.
- 6–12 months — substantiated ROI, decisions on scaling or reallocating budget.
For B2B with short deal cycles (small services, SaaS with a 7-day trial, simpler products), results show up faster — within 2–3 months. For enterprise with cycles of 9+ months, you’ll see full ROI after a year. This isn’t a flaw of advertising — it’s the objective reality of B2B.
An agency that promises “visible ROI in 2 months” for B2B with a 6-month deal cycle either doesn’t understand the specifics or makes promises it can’t keep.
How do we measure B2B advertising performance?
Standard performance metrics in B2B are secondary. Real attribution is built through CRM integration.
What we track:
- MQL (marketing qualified leads) — leads that match the ICP on baseline parameters.
- SQL (sales qualified leads) — leads that the sales team qualifies as real opportunities after the call.
- Opportunities — leads that became deals in pipeline with a defined probability.
- Pipeline value — total value of open opportunities attributed to advertising.
- Closed-won revenue — actually closed deals.
- Deal velocity — speed through the funnel.
- LTV/CAC — ratio of long-term customer value to customer acquisition cost.
All data — in your Looker / Power BI dashboard with 24/7 access. A monthly meeting to review metrics and coordinate with the sales team.
Why is sales coordination critical in B2B?
In B2C, advertising and sales are largely independent — the user buys without a call. In B2B, between the lead and the closed deal stands your sales team. What that means for advertising:
- Only the sales team knows which leads actually convert and which waste time. We see the metrics before the call, they see them after. Without the data exchange, we optimize blind.
- Typical objections surface during the call. If we know that 70% of prospects ask about integration with X, we build a creative specifically about that.
- The sales team knows which industries and roles convert into customers, and which only “call every day and never close.” That’s direct intelligence for adjusting targeting.
Our minimum sales collaboration: a 30-minute meeting every 1–2 weeks, CRM access to view deal statuses, shared communication channels (Slack, Telegram). Without this minimum, we can’t guarantee quality work — and we say so honestly at the brief stage.
Can we work with international markets?
Yes. We run B2B campaigns for clients in Ukraine, Tier 1 and Tier 2 GEOs, the US, and Asia. For each market we factor in the language specifics of creatives and content.
- Local regulations (GDPR in the EU, CCPA in California, DMA for major platforms).
- Cultural specifics of B2B communication (US is direct, EU is more formal, Japan operates on different logic).
- Different ad costs and benchmarks by market.
If your company is in Ukraine and your clients are in the US or EU, that’s a standard scenario for our work.
Why work with us
We know how to build a funnel for multiple decision-makers, how to allocate channels by stage, how to measure effectiveness properly. This isn't "another digital agency" — it's a specialized approach.
From small B2B services with $300–500 deal sizes to enterprise products. We tailor the channel mix to your business size and type — we don't push a "universal B2B solution."
We don't promote one channel as a universal solution. We build a mix of LinkedIn + Google + Meta + SEO around your specific B2B type and ICP.
We do B2B through advertising. Outreach, events, and PR aren't our competency — we don't take them on. When needed, we recommend vetted partners.
We connect HubSpot, Salesforce, Pipedrive, and Keycrm. We optimize against actual pipeline and closed deals — not just lead count.
Every 1–2 weeks — a working meeting with your sales team. Advertising and sales are one team, not two independent functions.
FeedBack
Dmytro R.
Previously, we spent money on advertising without real results. After working with the agency, the quality of traffic has improved significantly: exactly the clients we need come. Thank you for your professionalism!
Oleksandr R.
After setting up advertising in Google Ads, the cost of the application decreased by 40%, and the number of clients increased. Thank you to the agency for an effective approach and clear strategy!
Volodymyr S.
In 3 months of cooperation, we received X3 ROI! The agency team competently optimized advertising, removed ineffective requests and focused on profitable segments. We are very satisfied with the result.
FAQ
How much does B2B marketing at FMAds cost?
We’re a small company with a small budget — are we a fit for you?
Yes, if you have a clear ICP and the readiness to coordinate marketing with sales. Our clients aren't only large enterprises. A meaningful portion of our work is with small and mid-market B2B: local business services, small SaaS, B2B supply, marketing and legal practices. For these segments, a focused mix (for example, just Google Search + retargeting) with a smaller budget is often more effective than a full ABM strategy.
Do you offer outreach (cold emails, LinkedIn messages)?
No. We deliberately don't provide outreach services — it's a separate competency with its own methodology (domain warm-up, deliverability, sequence personalization). Doing it on top of advertising without a specialized team is bad for the client. If you need outreach, we recommend vetted partners and stay focused on paid channels.
Can we start with just one channel and add others later?
Yes — that's often the right path. For many B2B clients it's rational: the first 2–3 months on a single key channel (for example, only LinkedIn Ads or only Google Search) to gather first data and understand actual ICP behavior. Then, once we have data, we add complementary channels. This lowers the entry budget and gives you understanding before scaling.
Do you help with content for B2B advertising?
Partially. We prepare copy for every ad creative, produce short videos through AI (AI avatars, motion, visual generation), write SEO articles, and shape your team's expert content into publishable formats. What we DON'T do — full white papers, deep market research, books — that requires expertise we don't have in your specific industry. Those materials are usually produced by your team or a specialized contractor; we help package and distribute them.
Does our sales team need to be involved in the process?
Yes, mandatory. B2B advertising without sales coordination is flying blind. Minimum: a 30-minute call with your sales manager every 1–2 weeks about lead quality, common objections, won/lost deals. Without this, we don't know what actually converts in your funnel and we optimize against the wrong signals.
How quickly will we see first results?
First leads — within 2–4 weeks of launch. First SQLs — 1–2 months. First closed deals — depends on your deal cycle (often 2–6 months for mid-market B2B). Substantiated ROI — 6–12 months. For B2B with short cycles (small services, trial-based SaaS), metrics show up faster.
Do you work with competitors in the same niche?
No. If we already work with a B2B client in a particular category, we don't take on a direct competitor. This is our ethical position: in B2B strategy, conflict of interest is impossible to avoid (the same ICP, the same creative insights). For broad categories, we define boundaries individually and fix them in the contract.
