Top 5 KPIs Your B2B PPC Agency Should Report On
Top 5 KPIs Your B2B PPC Agency Should Report On
Click-Through Rate (CTR): The Gateway Metric
Click-Through Rate (CTR) is one of the first indicators of ad engagement.
It measures how often users click on your ad after seeing it.
A high CTR often reflects strong ad copy and targeting.
For B2B campaigns, where competition can be fierce, maintaining a CTR above 2% is typically a good sign.
It tells you that your message resonates with the audience and your ads are relevant.
CTR also affects your Google Ads Quality Score, impacting how often your ads show and what you pay per click.
Your PPC agency should track CTR trends across all campaigns and adjust headlines, descriptions, and extensions accordingly.
Conversion Rate: Beyond Clicks to Results
CTR alone doesn't pay the bills—conversions do.
Conversion Rate tracks how many users completed a desired action after clicking the ad—be it signing up, downloading a white paper, or making a purchase.
In B2B, longer sales cycles mean nurturing leads through conversion-focused landing pages.
Your agency should be optimizing landing page experience, aligning CTA messaging, and testing various layouts to improve this KPI.
A 5-10% conversion rate in B2B PPC is considered strong, especially for complex services or high-ticket solutions.
Cost Per Lead (CPL): Efficiency is Everything
CPL measures how much it costs to generate a qualified lead.
It’s a crucial financial metric that directly ties to your marketing ROI.
A low CTR with a high CPL might indicate poorly qualified traffic.
Conversely, a high CPL might still be acceptable if the leads are highly valuable.
Your PPC agency should report on CPL segmented by channel, keyword, and campaign.
This allows budget reallocation to the most cost-effective segments.
Return on Ad Spend (ROAS): The Bottom Line
ROAS is the north star for many marketing teams.
It tells you how much revenue you earn for every dollar spent on ads.
In B2B, this might not be immediate—tracking ROAS could involve connecting CRM data and analyzing customer lifetime value.
Your PPC agency should set up proper revenue attribution systems, ideally integrating with platforms like HubSpot, Salesforce, or Google Analytics 4.
A healthy ROAS for B2B might range from 3:1 to 5:1 depending on the industry and sales cycle.
Quality Score: Google's Hidden Performance Lever
Google’s Quality Score combines expected CTR, ad relevance, and landing page experience into a 1–10 scale.
Higher scores mean lower CPCs and better ad placements.
It's not just about pleasing Google—it’s about ensuring a seamless user experience from ad to page.
Your PPC agency should regularly audit Quality Scores across ad groups and keywords, improving copywriting, keyword alignment, and site speed to push this number upward.
Choosing the Right PPC Agency Means Clear Metrics
A B2B PPC agency worth partnering with will never hide behind jargon or vanity metrics.
They will report clearly on CTR, conversion rate, CPL, ROAS, and Quality Score—using them not only to inform you but to iterate and improve campaigns.
Transparency, strategy, and constant testing are the pillars of paid success in the B2B world.
If you're working with an agency that doesn't walk you through these KPIs every month, it's time to have a serious conversation—or find a better partner.
For more insights and B2B digital marketing strategies, check out this detailed guide below:
Keywords: B2B PPC KPIs, Cost Per Lead, Conversion Rate, ROAS, Quality Score