Get the biggest bang for your buck with a paid media strategy that earns real results
Overview
Investing in paid campaigns shouldn’t have to be a gamble.
You deserve to work with a trusted partner who knows how to strategically reach your audience throughout the funnel.
Human’s paid media experts intelligently launch campaigns across select ad platforms to generate demand for your offerings and grow the market's affinity for your brand.
We seamlessly integrate strategies across Meta, Google, DSPs, or other ad platforms to ensure they operate harmoniously together. We leverage our B2B expertise to tap into your target market and generate demand, resulting in qualified lead generation and a pipeline filled with qualified opportunities.
Our Approach
At Human, we believe that paid media is a powerful tool that complements your organic efforts. Human’s B2B PPC management team works with you to create effective, efficient campaigns that target your ideal customer profile, then nurture and guide them through the funnel.
Research & Uncover Opportunities
- Identify what’s working today to capitalize on the quickest wins
- Assess your audiences, campaign objectives, keywords, creative, and the user’s post-click experience
- Seek out untapped paid media opportunities across other platforms
Develop Your Strategy
- Create a comprehensive gameplan that tests hypotheses, audiences, keywords and groupings
- Run A/B tests to deliver the right campaigns with confidence
- Analyze competitors and their data to finetune your strategy
- Determine how to allocate your budget based on holistic business findings
Execute & Optimize
- Define targeted audiences to maximize your Cost-per-Mille (CPM)
- Write powerful copy and design attention-grabbing creative that lowers your Cost-per-Click (CPC)
- Launch effective campaigns across diverse ad platforms to generate qualified traffic
- Run A/B tests to deliver the right campaigns with confidence
- Build beautiful, eye-catching paid landing pages that drive conversions
- Continually optimize the click and post-click experience from every angle
Analyze & Measure Results
- Tap into robust data and trends to track critical paid media KPIs
- Analyze the performance of every ad variation and campaign
- Allocate ad spend wisely so you can scale with confidence
Paid media is like a frenemy. Keep it in check, and it’ll help you reach your target market and grow your business. But if you forget about it, it’ll stab you in the back (and take your money).
Strategic Fit
Investing in demand generation isn't just about capturing leads; it's about cultivating enduring relationships with customers, fostering brand loyalty, and building a scalable growth engine. Our customized demand generation strategies help you reach your target audience with confidence, nurture prospects through your funnel, and ultimately drive sustained qualified business into your pipeline.
FAQs
What paid channels should I be using?
Before we can pick a paid channel, we will need to better understand your ideal customer profile (ICP) and goals. We use a mix of ad platforms (like Google Ads, Bing Ads, Meta Ads, DSPs, etc.) to determine where your target audience responds the best and adjust ad budgets accordingly.
How much should I spend on paid media?
This largely depends on your business goals. For example, if your goal is to aggressively acquire new customers, we would calculate your marketing spend by first determining your Customer Acquisition Cost (CaC), your average deal size, and your Average Customer Lifetime Value (LTV).
If your goals are outside of acquisition, the metrics we use to determine your ad spend would change. Feel free to chat with us about your business goals, so we can help you determine your ideal paid media budget.
What is a good CPL for paid media?
A good cost per lead (CPL) for B2B marketing through paid ads can vary depending on your industry and who you're trying to reach. The goal is to balance how much you're spending on getting leads with how much those leads are worth to your business in the long run. By testing and tweaking your ads and channel mix, you can find the sweet spot for CPL that works best for you. The best measurement of success for B2B is influenced pipeline, sales velocity, and CAC; however, those metrics are impacted by the greater marketing strategy, which includes other channels.
Ready to grow with Human?
Let’s work together to create a custom strategic growth plan for your business.
