We’ve experienced it and we’re certain you’ve experienced it too. In B2B organisations, the pressure to generate short-term leads, conversions to SQO, and bottom-line revenue is a constant presence.
Paid media is often seen as the quickest vehicle to reach these ambitions, with the potential of quick wins and scalable returns. But there’s a stark contrast between simply “running ads” and truly “managing paid media” in an efficient and effective way.
This distinction isn’t just a matter of semantics; it speaks to the heart of whether your business is spending or investing. One is reactive, surface-level, and potentially a black hole for spend. The other is strategic, data-driven, and focused on long-term growth.
So, what separates the two?
Running Ads: Tactical & Short-Term
When B2B organisations are in the mindset of running ads for short-term gain, they usually:
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- Set up campaigns quickly, often based on unrealistic expectations.
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- Launch with a fixed budget and minimal long-term planning.
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- Let campaigns run without consistent oversight or optimisation.
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- Rely heavily on default platform suggestions (e.g. Google Ads recommendations).
- Rely heavily on default platform suggestions (e.g. Google Ads recommendations).
Of course, this approach might work if you’re lucky. But without a deeper understanding of audience intent, platform behaviour, and performance metrics, you’re often flying blind.
Running Ads: Common Characteristics
1. One-Size-Fits-All Targeting
Using broad audience demographics instead of behavioural or intent-driven data.
2. Neglecting Data Post-Launch
Rarely checking in on campaigns or only tweaking them reactively.
3. Lack of Performance Insights
Reporting based on impressions or clicks, without tying outcomes to business goals.
4. No Funnel Alignment
Ads aren’t connected to the marketing funnel and are benchmarked against the wrong KPIs.
The knock-on effects from poor management are extensive, but as a start, it leads to inefficiencies in terms of high cost-per-click (CPC), low conversion rates, and missed revenue opportunities.
Managing Paid Media: Strategic Growth
Managing Paid Media correctly is a holistic, ongoing process. It moves beyond the ‘setting and forgetting’ of ads to fully understand how those ads directly link to your business objectives.
1. Objective-Oriented Planning
Define your success KPIs and build campaigns designed to deliver at that level of the funnel.
2. In-Depth Audience Research
Use analytics, CRM data, and behavioural insights to segment your high-intent audience.
3. Multi-Channel Strategy
Don’t spread your budget too thinly, but tailor messaging and creative across each channel.
4. Ongoing Optimisation
Daily performance reviews, regular A/B testing, bid adjustments & set maintenance cycles.
5. Conversion Rate Optimisation (CRO)
Paid media doesn’t stop at the click – onsite performance, form friction, and UX are critical.
6. Attribution Modelling & ROI Tracking
Understanding what drove revenue, not just clicks. Trace customer journeys and refine.
7. Integrated Campaigns
Connect paid campaigns with content, SEO, and email marketing to amplify your message.
Why This Difference Matters
For what feels like forever, B2B marketing teams have been asked to achieve more leads with less budget. Wasted spend on poor campaigns isn’t just inefficient, it’s risky for a whole host of reasons:
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- Paying for impressions or clicks with little return, leads to budget burn.
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- Reporting on KPIs that don’t tie to key business outcomes, leads to misleading metrics.
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- Attracting users who are never going to convert, leads to low-quality leads.
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- Sending mixed messages through poorly executed ads, leads to brand inconsistency.
As a contrast, compare that to a well-managed Paid Media strategy:
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- Improved Lead Quality
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- Lower Cost-Per-Acquisition (CPA)
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- Higher Return On Ad Spend (ROAS)
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- Smarter, Data-Led Decisions
- Smarter, Data-Led Decisions
Example: B2B Software
You’re a B2B SaaS provider, under pressure to deliver against rising targets and static budgets:
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- Running Ads: You launch a Google Ads search campaign targeting “project management software” with a broad match keyword. You get clicks but most bounce. There’s no segmentation, and you spend thousands for minimal return.
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- Managing Paid Media: You build a strategy around high-intent search terms, retargeting visitors with thought leadership content, and creating segmented campaigns for enterprise vs. SME audiences. You monitor attribution, adjust bids, and refine messaging. You receive good quality leads, strong conversion rate, and a scalable ROI.
Key Differences at a Glance
| Feature | Running Ads | Managing Paid Media |
| Approach | Tactical & Reactive | Strategic & Proactive |
| Campaign | Basic Targeting, Generic Copy | Audience-Led, Objective-Specific |
| Data Use | Limited | Advanced Analytics & Attribution |
| Optimisation | Sporadic | Continuous |
| Budget Control | Fixed & Unmonitored | Fluid & Performance-Based |
| Business Impact | Unclear | Aligned with Growth KPIs |
Final Thoughts: Making the Shift
Getting Paid Media right means shifting your mindset.
You’re not buying clicks, you’re buying opportunities. Opportunities to get in front of the right audience, with the right message, at the right time. That takes more than running an ad; it takes strategy, analysis, and creative alignment.
If you’re managing your own paid media and wondering why results have plateaued, it may be time to shift your approach. Or, if you need a partner to help you make that shift, we’re here for that too. Contact our Performance Marketing Consultants today.