B2B lead generation agency · Google Ads, LinkedIn, Meta, search · Australia
A B2B lead generation agency measured on pipeline and closed revenue.
Most B2B campaigns are judged on form fills, and form fills are not pipeline. We run Google Ads, LinkedIn Ads, Meta and search for Australian B2B businesses, connect them to HubSpot, Salesforce or Pipedrive, and send qualified leads and closed deals back to the ad platforms, so the budget follows the opportunities your sales team actually works. Senior operators run it week to week, with every decision written down.
30 min · No pitch · Senior operator on the call
Engagement intake, currently open
Pipeline
What B2B campaigns are judged on: qualified opportunities and closed revenue in your CRM
Google Partner
Profit Geeks holds Google Partner status
$3.6B
Revenue influenced since 2016
Context
Why B2B lead generation breaks where marketing hands over to sales.
B2B buying is slow and shared. Several people weigh in, the first click can come months before the contract, and the person who fills in the form is not always the one who signs. A form fill is cheap to produce and says little about whether a deal will follow, which is how so many B2B campaigns end up reporting a falling cost per lead while sales says the leads are poor.
The ad platforms make it worse if nobody steps in. Google Ads, LinkedIn and Meta bid toward whatever the account calls a conversion. Call a form fill a conversion and the platforms go looking for more form-fillers, including students, job hunters and suppliers pitching their own services. Tell them which leads became qualified opportunities and closed deals, and the same budget starts buying more of those. Google Ads can import those outcomes within 90 days of the click, LinkedIn's Conversions API takes events from the past 90 days, and Meta's conversion leads goal can optimise toward a CRM stage reached within 28 days of the lead.
Profit Geeks was founded in 2016 by Andy McMaster, who had spent the previous ten years running paid acquisition for Australian B2B and e-commerce operators. The order of work has stayed the same: agree what a qualified lead is with your sales team, connect the CRM so every opportunity traces back to its campaign, then manage Google Ads, LinkedIn, Meta and search every week with pipeline as the scorecard, keeping a written note of what changed and why.
Deliverables
What a B2B lead generation engagement covers.
01
A qualified-lead definition agreed with your sales team and built into the CRM as a required status, set by whoever had the first conversation.
02
HubSpot, Salesforce or Pipedrive connected to Google Ads, LinkedIn and Meta. Click IDs and hashed contact details are captured on every form and tracked call, so each opportunity traces back to the campaign, keyword or ad that started it.
03
Offline conversions for each stage that matters, from qualified lead to closed deal with its value, sent back to the platforms so bidding follows pipeline rather than form volume.
04
Google Ads managed week to week: search terms, negatives, bids and budgets judged on cost per qualified opportunity, with the reasoning for each change written down.
05
LinkedIn Ads aimed at the people who buy from you, by job title, seniority, industry, company size or a list of named target accounts. Lead Gen Forms pre-fill from members' profiles, retargeting reaches people who visited your site or engaged with your ads, and qualified-lead outcomes go back through LinkedIn's Conversions API.
06
Meta (Facebook and Instagram) to reach buyers before they search, run on Conversions API data, with instant forms tested against your website form and judged on how many leads sales accepts.
07
Search and AEO: service, comparison and pricing pages written for the questions B2B buyers put to Google and AI assistants while they shortlist suppliers.
08
Looker Studio reporting from spend to qualified lead, opportunity and closed revenue, by channel and campaign, reconciled to the CRM every month.
Services
The channels and systems we run for B2B lead generation.
Four channels, and the CRM plumbing that lets you judge them on pipeline.
Lead generation
Our wider lead generation service for B2B and services businesses: campaigns judged on qualified leads and booked revenue, not form counts.
More on Lead generationGoogle Ads
Search campaigns on the terms buyers use when they are ready to talk to a supplier, bidding on qualified leads imported from your CRM.
More on Google AdsLinkedIn Ads
Ads aimed by job title, seniority, industry, company size or a named account list. Lead Gen Forms capture the enquiry, and CRM outcomes go back through LinkedIn's Conversions API.
Meta ads
Facebook and Instagram campaigns that reach buyers before they search, run on Conversions API data and judged on the leads sales accepts.
More on Meta adsSEO and AEO
Pages that answer what B2B buyers ask Google and AI assistants while they shortlist, so your name comes up before anyone fills in a form.
More on SEO and AEOCRM integration
HubSpot, Salesforce or Pipedrive connected to Google Ads, LinkedIn and Meta, with click IDs and hashed contact details stored on every lead.
More on CRM integrationLead qualification
A written qualified-lead definition, lead scoring built from your own CRM history, and reporting on how fast leads get a call.
More on Lead qualification
Organic social posting and other day-to-day content stay with your team, or with a specialist we can recommend.
Side by side
How we differ from a typical B2B lead generation agency.
Typical B2B lead generation agency
- Reports lead volume and cost per lead
- Counts every form fill as a win
- Platforms optimise on form submissions
- Sales and marketing argue about lead quality
- A monthly report of clicks and form counts
Profit Geeks
- Reports qualified pipeline and closed revenue
- Counts a lead once sales has qualified it
- Platforms optimise on CRM outcomes through offline conversions
- One written qualified-lead definition, agreed with sales
- Changes made weekly, each one explained in writing
Who this is for
- Australian B2B business doing $2M to $20M in revenue, with $20K or more a month going into paid acquisition
- Sales cycle of weeks or months, with HubSpot, Salesforce, Pipedrive or another CRM in place
- Sales team willing to agree a qualified-lead definition in writing and keep the CRM status current
- Buyers you can reach by search intent, or by job title and company on LinkedIn
Who it isn't
- Want outbound: cold calling, appointment setting or bought lead lists
- Measure success by lead volume, whatever sales does with the leads
- No CRM, and no plan to keep one up to date
- Spend too small for a fixed fee to make sense (you will hear that on the call)
Proof, in numbers
What CRM-led measurement has produced so far.
These figures come from published Profit Geeks case studies and site-wide ranges, and each case study sets out its method and data sources. Neither case study is a B2B engagement. Both show what changes when the ad platforms are judged on CRM outcomes instead of their own counts, and neither is a forecast for your pipeline.
412 vs 22
Conversions Meta counted, against jobs the CRM booked in the same 30 days, before the rebuild
$387 → $142
Average cost per booked job before and after, home services case study
23% → <5%
Usual difference between the revenue Meta reports and the revenue the CRM records, pre and post rebuild
8 to 18%
Share of attributable revenue usually recovered in the first twelve months
What you actually buy
We fix the measurement, then we run the account. It starts with a free call.
Which of these sounds like your week?
- Meta says one number, Google says another, the CRM says a third, and the bank says something else again.
- The leads come in and most of them are rubbish.
- Traffic is fine. Not enough of them buy.
- You cannot spend more without losing margin.
- Something is wrong and you cannot say what.
All five are the same job. We fix the measurement first, then the same senior operators run the spend against it. The free call is where we work out which part you need first.
00 · Free
Run your own numbers
Six calculators and an attribution reference. Work out your break-even ROAS, your CAC payback, and whether the spend is structurally profitable, before you talk to anyone. The calculators need no signup.
01 · Free · 30 minutes
The profit audit call
A senior operator looks at your real spend, revenue and attribution gap on a call. You leave with a written fix list you keep, whether or not we ever work together. No deck, no follow-up sales sequence. We reply within one business day with three times to choose from.
02 · Optional · Two weeks
The two-week diagnostic
Read-only. We change nothing in your accounts. Every tag, event and consent rule mapped and written up: 20 to 35 pages, every issue rated P0 to P3 with an engineering-day estimate, and a 90-minute walk-through on day twelve. Yours to hand to us, your own team, or your existing agency. About a third of clients run this first, then decide.
03 · The engagement · Ongoing
The rebuild, then we run it
The first twelve weeks rebuild the measurement server-side so the reports reconcile to the bank, and work the funnel where the leak actually is. From there the same senior operators keep running Google Ads, Meta and search, with budget, bids and creative decided weekly against contribution margin and the reasoning written down. If your measurement is already sound, management starts straight away.
What it costs
Four things set the number
- The size of your stack
- How many ad platforms are live
- The state of your CRM integration
- How many service lines and locations you run
Two things do not
- Your industry
- How much you spend on ads
Revenue only matters because a bigger business is usually a bigger scope. We do not price off a percentage of it. We charge for the work, not for what you look like you can afford.
How it is billedThe rebuild is fixed scope, paid in instalments. Ongoing management is a fixed fee for the agreed scope. Both are quoted in one written proposal after the call. No hourly billing and no percentage of ad spend.
Included at no extra costThe written playbook and decision log, yours to keep whether we run the account or your team takes it in-house.
Where to go next
The rest of the work, by service and by city.
Most engagements pull from more than one of these. If you're not sure where you fit, the free profit audit is the right starting point. We'll tell you on the call.
Related services
Other locations
Sydney
Melbourne
Brisbane
Perth
Adelaide
National
Proof, with the working shown
We'd rather show you the maths than the buzzwords.
“Profit Geeks rebuilt our whole sales engine, and not just the ad accounts. They went after the systems sitting behind them too. Sales are up 140% and we've pushed past $25M. Honestly the bit I didn't see coming was the operation running leaner than it did back when we were half the size.”
“We were quietly bleeding about a thousand dollars a week and had no idea why. They found the leaks, sorted out the measurement and the offer, and now we'll do more than $10K in a single day. Same product. Completely different business.”
“We went from scraping together two installs a week to running four crews and fifteen-plus jobs a week, north of $10M turnover. The clever bit was they tied the scaling to what we could actually deliver, so growth never broke the operation. Booked jobs, not vanity leads.”
“After iOS, our Meta numbers stopped matching the bank, and we'd basically been writing the gap off as “just tracking.” Profit Geeks rebuilt our measurement server-side and reconciled it straight back to the P&L. Turned out about $1.42M of ad spend in year one had been working all along. They're the first team that showed me the maths instead of a dashboard.”
“We didn’t spend a dollar more on ads. What they did was fix how we counted a booked job versus a platform “conversion,” cut the wasted spend, and by week twelve our blended ROAS had more than tripled. Revenue went from $4.8M to $9.1M. Same senior bloke on every call too. No juniors, no relay race.”
Reasonable questions
What you're probably thinking.
01
We've been burned by an agency before.
Most of our intake has. The difference is structural. A senior operator runs your account, not a junior hidden behind a dashboard, and you leave the first call with written findings you own even if we never work together. No relay race, no account manager translating between you and the people doing the work.
02
How do I know it'll actually work for my business?
You don't yet, and neither do we until we've seen your numbers. That's why the first step is a diagnostic, not a contract. We've documented this in DTC and home services (the case studies show the full working) and run the same playbook in professional services. If the maths isn't there for you, we'll tell you on the call.
03
What if there's nothing worth fixing?
Then you've spent thirty minutes and walked away with a second opinion that cost you nothing. We'd rather say no than take on an engagement we can't earn, so we turn away intake that isn't a fit. There's no pitch and no follow-up sales sequence.
04
What does it cost, and what am I signing up for?
A fixed fee for the measurement rebuild, then a fixed fee for ongoing management, both quoted in writing after the call. No per-channel markup and no percentage of your ad spend. The same senior operators handle measurement, media and margin, and scaling is tied to your contribution margin, so spend only climbs when the numbers say it's working.
Frequently asked
What operators ask before booking the call.
What is a B2B lead generation agency?
A B2B lead generation agency finds business buyers for companies that sell to other businesses. Some work outbound, with cold calls, email sequences and bought contact lists. Others work inbound, with search, paid media and content that bring buyers to you. We are the second kind: Google Ads, LinkedIn Ads, Meta and search, connected to your CRM so you can see which campaigns produce qualified opportunities. Whoever you talk to, ask what they will report on. Lead counts and cost per lead tell you very little on their own.
Lead generation for B2B and services businessesWhat is the average cost per lead for B2B lead generation services?
There is no reliable Australian average. The most-quoted public figure is American: LocaliQ's 2026 search advertising benchmark puts business services at $93.69 per lead, counting any call, chat, form or email. Keyword Planner gives a local reference: Australian advertisers paid an average of $36.50 a click for 'managed IT services' and $43.59 for 'commercial cleaning services', which at one conversion in every ten clicks works out to roughly $365 to $436 per lead on those searches. What matters more is cost per qualified opportunity, which depends on how many of those leads your sales team accepts.
Cost per lead, with Australian worked examplesHow much does a B2B agency typically cost?
Most Australian agencies price paid media management one of two ways: a cut of the ad spend, which is usually 10 to 20 percent and falls as spend rises, or a monthly retainer, commonly $1,500 to $3,000 while spend is small and $3,000 to $8,000 once it is mid-sized. B2B work adds CRM integration and pipeline reporting, so ask whether those sit inside the fee or are billed on top. Ours is one fixed fee for the scope we agree, which we put in writing after the free audit call, and it is never a share of your spend.
How much a Google Ads agency costs in AustraliaWhich platform is best for B2B lead generation?
Usually two, doing different jobs. Google search captures intent: the buyer has typed the need in their own words, so start there if people search for what you sell. LinkedIn finds buyers by who they are rather than what they searched. You can target by job title, function, seniority, company name, industry and company size, or upload a list of target accounts, and its Lead Gen Forms pre-fill details from the member's profile. That precision suits B2B, though LinkedIn needs an audience of at least 300 members to run an ad set, so very narrow account lists need widening. Meta can reach people who resemble your customers or have visited your site, and SEO and AEO put you on the shortlist when buyers research. Judge every platform on cost per qualified opportunity, because the cheapest leads are not always the ones that close.
Our sales cycle runs three months or longer. Can paid media still be measured?
Yes, by measuring the earliest stage that reliably predicts a sale and importing later stages as they happen. Imported conversions count in Google Ads when they arrive within 90 days of the click, so early stages such as qualification and the first meeting can be imported, and deals that close later are matched to their campaign in the CRM. LinkedIn's Conversions API accepts conversion events from the past 90 days and includes qualified-lead conversion types. Meta's conversion leads goal needs the stage you optimise for to happen within 28 days of the lead, so on Meta we optimise on qualification, not the signed contract. Check that early stage against a year of CRM history before trusting it.
Do you work with HubSpot, Salesforce and Pipedrive?
Yes, along with others such as ActiveCampaign and Zoho. Google's Data Manager has direct connections for HubSpot and Salesforce, HubSpot can pass lifecycle stages to Meta as Conversions API events, and LinkedIn lists both HubSpot and Salesforce as Conversions API partners. With Pipedrive we store the click and contact details in custom fields and push deal stage changes through a connector or a short piece of integration work. In every case the setup depends on sales keeping the qualification status current, so that process gets agreed before anything is built.
What counts as a qualified B2B lead?
Whatever your sales team agrees, in writing, before the campaigns start. For most B2B businesses it comes down to four checks: the company fits on size, industry and location; the person can buy, or can bring in the person who does; the need is one you solve; and the timing sits inside your sales cycle. Sales sets the status in the CRM after the first conversation, and that status is what gets sent to Google Ads, LinkedIn and Meta.
Lead qualification, lead scoring and speed to leadHow do you work out what a B2B lead is worth?
From lifetime value, not the first invoice. Take the gross margin a client brings in each year, multiply it by the number of years clients typically stay, then multiply by your close rate from qualified lead to client. The result is the most a qualified lead can cost before the channel loses money. A client who stays for years can justify a cost per lead that would sink a one-off sale.
Work out lifetime value with the LTV calculatorWhat does a B2B marketing agency do, and how is lead generation different?
A B2B marketing agency can cover brand, content, events, PR and paid media. A B2B lead generation agency has a narrower job: producing sales conversations with the right buyers. We sit in the second group. If you need a brand built or a trade show run, hire for that separately. If you need pipeline you can trace back to spend, that is the work on this page.
What happens after you book
Three steps. No mystery.
Step 01 · Within 1 business day
30-minute audit call
A senior operator on the call. We look at your real numbers, spend, revenue, attribution gap, and tell you on the call whether the rebuild is worth doing for you and where it would start. No pitch deck.
Step 02 · Within 1 week
Written proposal
Fixed scope, fixed number, written up. The proposal names deliverables, timeline, the people involved, and the price. No hourly billing, no retainer drift.
Step 03 · Within 2 weeks
Engagement starts
Senior operators from day one. The measurement rebuild starts, we take over day-to-day buying on the channels we can measure, and the first working session lands. Inside two weeks of the call.
Next step
Bring last quarter's pipeline to the call.
Come to the free 30-minute profit audit with two reports in hand: last quarter's opportunities by source from your CRM, and your ad spend for the same months. A senior operator will trace where the line from click to closed deal breaks. You keep the written findings, whatever you decide.