Paid media and lead generation strategy for B2B companies ready to scale.
More qualified pipeline. Lower cost per acquisition. Revenue that compounds.
We'll pull up your account together.
Real findings with real experts.
We work with brands like yours.
We've seen what breaks B2B campaigns.
B2B lead generation works when three things line up: the right offer reaching the right buyer at the right moment in their journey. We've seen what happens when one of those breaks down: ads built for one audience landing in front of another, nurture sequences that treat a bottom-funnel buyer like they just heard of you, and campaigns driving real traffic to pages that aren't ready to convert it. Those are solvable problems. That's exactly what we build for.
We build every account backward from the numbers that decide your growth.
Total Addressable Market
Before we touch a platform, we want to know how big your real market is, defined by your ICP, your price point, and your sales capacity. TAM shapes which channels make sense and what growth actually looks like for your business.
Customer Acquisition Cost
We track cost per closed customer, because that's the only number that tells you whether paid media is working. We build campaigns backward from the CAC your business can sustain.
Lifetime Value
LTV tells us how aggressive we can be. A customer worth $50K over three years justifies a very different acquisition spend than one worth $5K. When we know your LTV, we can have an honest conversation about what good actually looks like.
Time to Recover CAC
How long until you recover your acquisition cost? We keep this number in view on every account because it connects your marketing investment directly to your business health.
The right channels, built for how your buyers make decisions.
B2B buyers don't convert on the first touch. They research, compare, ask peers, and evaluate multiple vendors before they reply to anyone. Your paid media strategy has to meet them across that entire journey.
Google Ads
We build full-funnel Google Ads campaigns that capture high-intent buyers at the moment they're actively searching for a solution.
- Search Ads
- Remarketing
- Performance Max
- Display Advertising
LinkedIn
We reach your exact buyers by title, company size, and industry, so your firm stays visible to the right people before they start searching.
- Sponsored Content
- Lead Gen Forms
- Conversation Ads
- Document Ads
- Retargeting
Meta
We use Meta to keep your brand in front of warm audiences and re-engage buyers who are already familiar with your firm.
- Retargeting Campaigns
- Lookalike Audiences
- Lead Generation Ads
- Awareness Campaigns
Microsoft / Bing Ads
An underrated channel for B2B. LinkedIn profile targeting inside Microsoft Ads reaches professional buyers at a fraction of the cost of other platforms.
- Search Ads
- LinkedIn Profile Targeting
- Remarketing
- Display Advertising
YouTube
For complex B2B products and services, video is one of the most effective ways to build trust with buyers who are deep in the research phase.
- In-Stream Ads
- Retargeting
- Awareness Campaigns
- Demo and Explainer Ads
CRO: Conversion Rate Optimization
We build and test landing pages designed for sophisticated B2B buyers who are evaluating multiple vendors before they reach out.
- Landing Page Design and Testing
- A/B Testing
- Funnel Analysis
- Form Optimization
Three things have to work together. Get all three right and your pipeline compounds.
Most paid media problems are framework problems. After working with hundreds of clients across Google, LinkedIn, and beyond, we've found that every underperforming campaign breaks down in one of three places.
Audience
Get the right traffic first.
It starts with who sees your ad. For B2B companies, this means reaching the decision-makers at businesses with real budget, real urgency, and a real problem your product is built to solve. Quality traffic is the foundation everything else is built on.
Conversion
Turn the right traffic into real conversations.
The best audience in the world still needs a landing experience built for them. CRO is where we take everything we know about your buyer, their questions, their objections, the proof points that matter to them, and build the page that moves them from curious to convinced. For a long-cycle B2B sale, this is where most campaigns leave the most opportunity on the table.
Signal
Tell the platform what a great lead looks like.
Once conversions are happening, we work with your CRM to feed quality signals back to Google and LinkedIn, telling the platforms which leads became a qualified discovery call, a proposal, a client. That signal compounds over time. The platform learns. Your cost per qualified lead drops. Your pipeline keeps improving on the same spend.
Audience. Conversion. Signal. That's the full loop, and it's what we build for every client we work with.
Helping Metacto build the pipeline their work deserves.
Metacto helps growing companies move from AI experimentation to production, building the custom agents, mobile applications, and operational infrastructure that make AI real inside a business. Their buyers are exactly the kind of sophisticated, research-driven decision-makers who require a paid media strategy built around how they actually evaluate and select a partner.
We're currently running their paid media campaigns, building the audience strategy, conversion flows, and targeting approach that matches how their buyers make decisions. We'll be sharing results as the campaign matures, because that's how we work: transparently, and with our clients in the room.
"[Quote from Garrett Fritz, coming soon]"
We'll pull up your account together.
Real findings with real experts.
A marketing partner who's been in the room.
Kim and Matt bring nearly 30 years of combined experience running paid media and growth strategy for companies at every stage, from early-stage startups to businesses that went public, raised major rounds, and were acquired. That experience shows up in how we think about your account, what we prioritize, and what we tell you the moment something needs to change.
We work with a selective roster of clients, because doing this well requires genuine attention, and every account we take on gets ours. When you work with daylyte, you're working with us directly. We do weekly check-ins, send performance updates proactively, and call you the moment something needs your attention.
And because it matters to us personally: 1% of our profits go to CHOC Children's Hospital. It's simply who we are.
We'll pull up your account together.
Real findings with real experts.
Questions we get from B2B companies.
How is B2B paid media different from B2C?
B2B buying decisions involve more stakeholders, longer timelines, and significantly higher stakes than most consumer purchases. Your campaigns have to account for that: building awareness with the right people early, capturing intent when it shows up, and nurturing buyers through a decision process that can take weeks or months. Every channel choice and every piece of creative is built around that cycle.
How do you measure success in B2B campaigns?
We measure what actually matters to your business: cost per qualified lead, cost per closed customer, pipeline influenced, and payback period. Impressions and clicks are directional signals. Revenue is the scoreboard.
How long before we see results?
Google Ads typically produces qualified traffic within two to four weeks. LinkedIn takes four to six weeks to optimize. The full Audience to Conversion to Signal loop produces reliable data around the 60-to-90-day mark. We set those expectations clearly before we start and check in weekly so you always know where things stand.
Do you work with companies that have an in-house marketing team?
Yes, and we work well alongside internal teams. Most of our clients have someone handling content, brand, or email in-house and bring us in to own the paid media and conversion strategy. We integrate with whatever is already working.
What does the Free Audit include?
We ask for read-only access to your active paid accounts before the call. We review them ahead of time so we arrive with specific findings. On the call we pull up the accounts together and walk you through exactly what we see: wasted spend, conversion tracking gaps, audience targeting opportunities, and landing page improvements. At the end you'll know what's working, what has room to grow, and what we'd prioritize first.
Ready to build a pipeline your sales team actually wants?
30 minutes. We'll pull up your accounts together, show you what we see, and tell you exactly what we'd focus on first.
We'll pull up your account together.
Real findings with real experts.