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Paid Media Specialist and Account Manager
Runs day-to-day paid media and client communication: budgets, audiences, weekly optimization and reporting.
Paid media managed against pipeline and revenue
In short
PlanConversion manages B2B paid media on LinkedIn, Google, Microsoft, YouTube, Demandbase, 6sense and programmatic. Every channel has a defined budget, audience, offer and CRM measure. We report on SQLs, meetings and pipeline rather than clicks, and move spend weekly. Retainers start at $2,550 per month.
Measured by: SQLs and pipeline by channel, from the CRM
Last updated
Clients
The problem
What usually goes wrong
Budget buys the wrong traffic
Spend goes to poor account fit, research queries and placements with no sales follow-up.
Sales rejects the leads
Wrong company, wrong role or no intent, so lead volume rises while pipeline does not.
Reporting stops at the platform
Ad-platform conversions do not show which campaigns created meetings and opportunities.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Days 1 to 30: foundation
Audit ad accounts and conversions, rebuild ICP and account lists, set the budget plan, launch rebuilt campaigns.
Days 31 to 60: optimize
Clean search terms, audiences and placements weekly, run creative and offer tests, feed sales input into budget.
Days 61 to 90: report
Track SQLs and pipeline by channel, shift spend to what works, build next quarter from CRM data.
Deliverables
What you get
Role, seniority and account targeting built around buying committees.
Google and Microsoft Ads
Buying-intent queries separated from research and support traffic.
Programmatic and intent
Account-level reach and intent-triggered display once the list is clean.
Video and paid social
Explain the offer, retarget known accounts and distribute proof.
Tracking
UTMs, forms, routing and offline conversions checked against the CRM.
Your stack
We work in the tools your team already runs
Browse the platforms we operate by job. Logos name the tools we work in. They belong to their owners and do not imply endorsement.
Account selection, intent, advertising and sales alerts, run weekly.
- DemandbaseOfficial partner
- 6sense
- ZoomInfo
- Bombora
- G2
The system of record every program is measured in.
- Salesforce
- HubSpot
- Marketo
- Pardot
- Eloqua
- Dynamics 365
One paid plan across channels, optimized against pipeline.
- Google Ads
- Microsoft Advertising
- Meta Ads
- YouTube
- Reddit Ads
Tracking, attribution and reporting you can defend to management.
- GA4
- Tag Manager
- Looker
- Tableau
- Power BI
- Snowflake
- BigQuery
- Segment
Testing, behavior analytics and web builds for conversion.
- Optimizely
- VWO
- Hotjar
- Clarity
- Webflow
- WordPress
- Contentful
- Figma
Claude, AI search visibility and the tools that measure it.
- Claude
- ChatGPT
- Gemini
- Perplexity
- Copilot
- Search Console
- Semrush
- Ahrefs
Credentials
Demandbase partner. 6sense for 5+ large enterprises.
DemandbaseStrategic partnerWe operate Demandbase end to end: setup, account strategy, campaigns, sales alignment and attribution.6sense5+ enterprise implementationsImplemented 6sense for at least five large enterprises, from data and integrations to orchestrations and reporting.HubSpot and SalesforceCRM and attributionLifecycle, routing, scoring and pipeline reporting in the CRM your sales team already uses.ClaudeAI implementationShared knowledge, agents and automated workflows for marketing and revenue teams.
Proof
Results from this kind of work
Anonymized / Data analytics softwareData analytics software case study: 51% lower cost per lead with paid media accountable to pipeline51%lower cost per lead, with lead volume holding steady9 in 10leads meeting the client quality standard, verified in the CRM77%of qualified search leads from purpose-built landing pagesRead the case study →Anonymized / Enterprise software42% more qualified pipeline in six months for an enterprise software company42%lift in qualified pipeline within 6 months$40M+pipeline influenced by the engagement3xSQL volume from paid channelsRead the case study →Worked example / Enterprise B2B technologyFrom paid spend to revenue: $600K of media, $7.2M of attributed pipeline12:1pipeline-to-spend$7.2Mmarketing-sourced pipeline attributed through to the CRM$1.9Mclosed-won revenue in period, fully attributedRead the case study →
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Pricing
Monthly retainer by ad spend: up to $25K spend $2,550; $25K to $50K $3,825; $50K to $100K $5,100; $100K and up custom. One-time setup $1,750. You pay ad platforms directly. See all pricing
Your team
Who runs your paid media program
Senior Manager, Digital Performance
Twenty years of paid search and SEO growth for major Canadian brands in finance, retail and telecom, including value-based bidding at enterprise scale.
Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedIn
Senior Graphic Designer and UX/UI Designer
Designs landing pages, ad creative and site experiences built around conversion and clear proof.
Insights
Read before you decide
Offline conversions in Google Ads: why enterprise B2B should optimize for pipeline, not form fills
Why enterprise B2B teams should import offline conversions into Google Ads: send CRM stages back to the algorithm, what to capture, which stage to train on and the mistakes to avoid.
Value-based bidding in Google Ads: how enterprise teams train the algorithm on their ICP
How enterprise B2B teams use value-based bidding in Google Ads: assign values by account tier and funnel stage, feed them from the CRM and let Smart Bidding find more of your ideal customers.
First-party cookies and server-side tracking: getting paid media visibility back
How Safari cookie limits, ad blockers and consent hide paid conversions, and how a first-party cookie, server-side tagging and offline conversion setup restores visibility while respecting Law 25 and GDPR.
Free tools
Size the opportunity before you call us
A/B test sample size and duration calculator
How long will your test take, and is your traffic enough?
Open the tool →CRO revenue impact calculator
What a conversion lift is worth in pipeline and revenue.
Open the tool →Attribution model simulator
See how one deal’s credit shifts across five attribution models.
Open the tool →Tracking signal loss estimator
How many paid conversions your ad platforms cannot see.
Open the tool →Paid media to revenue scorecard
Pipeline-to-spend, cost per SQL, ROAS and CAC against enterprise benchmarks.
Open the tool →Pipeline gap calculator
How much pipeline marketing needs each quarter to hit the number.
Open the tool →FAQ
Paid media: common questions
Related services
What should a B2B paid media report show?
Spend by segment and account tier, target accounts reached and engaged, landing page conversion by offer, and the meetings, opportunities and pipeline tied to paid traffic. Also what wasted budget.
Does ad spend run through PlanConversion?
No. You pay ad platforms directly and keep ownership of your accounts. Our fee is a flat retainer based on spend band.
Do you offer a free audit?
Yes. We review your ad accounts and CRM context to find wasted spend and the highest-priority fixes before you commit.
Is there a long-term contract?
No. Retainers are month to month, with 15% off for 3 months prepaid or 20% off for 6 months prepaid.