Google Ads and Microsoft Advertising
Capture relevant search demand and connect prospective customers with solutions.
Paid Media & Demand Generation
B2B paid media built around commercial results.
Reach the right audiences, generate relevant demand and improve marketing performance through evidence-led paid media strategy.
Pathfinder combines commercial planning, audience intelligence and performance measurement with specialist campaign execution where required.
The challenge
Advertising performance means more than clicks and conversions.
Strong B2B campaigns connect audience relevance, lead quality, campaign economics and attribution to the sales pipeline.
Platform metrics remain useful, but they should support a wider view of commercial performance rather than becoming the objective themselves.
Audience relevanceLead qualityCampaign economicsAttributionPipeline contributionCommercial performance
Channels and capabilities
The right channels for your customers.
Channel selection is based on audience behaviour, buying context and commercial objectives. Not every platform is suitable for every B2B organisation.
LinkedIn Advertising
Reach professional decision-makers and buying groups through targeted B2B campaigns.
Meta Advertising
Build awareness, generate demand and support suitable audience engagement or remarketing activity.
Campaign measurement and optimisation
Track conversion quality, assess performance and improve campaign effectiveness.
Pathfinder's approach
Strategy first. Campaigns built around measurable outcomes.
Pathfinder provides strategic direction, performance oversight and commercial accountability within the agreed scope. Specialist delivery can be undertaken by trusted partners or your existing team.
- 01
Discover
Clarify the commercial objective, target audience, existing evidence and success measures.
- 02
Plan
Develop the proposition, channel mix, campaign architecture, measurement and delivery plan.
- 03
Launch and optimise
Coordinate agreed specialist delivery resources and improve performance using live evidence.
- 04
Measure
Assess lead quality, pipeline contribution, acquisition economics and commercial results.
Commercial measurement
From advertising spend to commercial performance.
Measurement should reveal whether campaign activity is contributing to genuine sales and growth outcomes.
01
Cost per lead
02
Cost per qualified opportunity
03
Lead-to-opportunity conversion
04
Pipeline contribution
05
Customer acquisition cost
06
Return on advertising investment, where measurable
Connected commercial thinking
Combine stronger audience intelligence with smarter demand generation.
Growth Intelligence can strengthen ideal customer profiles, priority markets, buying groups, commercial messaging, account-based advertising, campaign timing and audience segmentation.
Paid media can then provide additional reach and demand generation alongside targeted prospecting.
Audience intelligence
Demand generation
Commercial outcomes
Who this service is for
Experienced oversight for B2B campaign investment.
This service is designed for businesses that need stronger strategic direction, coordination or performance insight around paid media.
- Strategic campaign planning
- Paid-media performance improvement
- Experienced campaign oversight
- External specialist delivery coordination
- Better lead quality and measurement
- More effective use of existing media budgets
Delivery models and fees are scoped according to requirements. Campaign management is not presented as a fixed or universally available retainer.
Paid Media & Demand Generation
Make your advertising work harder for your business.
Talk to Pathfinder about your commercial objectives, target audiences and how a strategically managed paid-media programme could support growth.
Prefer email? hello@pathfindermarketing.co.uk