Full-funnel, multi-platform, ICP-first paid media programs for demand gen leaders at B2B tech, AI, and SaaS companies.
The channels your buyers are on. The attribution your CFO needs. The strategy your demand gen program deserves.
We architect Google and Microsoft campaigns for complex B2B buying cycles — prioritizing high-intent keywords, tight audience controls, and conversion paths that move buyers from search to sales conversation.
From brand awareness to bottom-funnel retargeting, we build paid social programs with precise account-level targeting and creative engineered for B2B buyers.
Buyers are turning to AI platforms for vendor discovery and research. We optimize your brand's digital footprint to appear in AI-generated responses and have your paid campaigns ready to launch the moment self-serve advertising opens up.
Extend reach beyond search and social with precision-targeted programmatic campaigns. We manage the full programmatic and display stack, including YouTube, GDN, CTV, AdRoll, Criteo, Demandbase and more, using intent data, signal data and account-level targeting to keep your brand visible to the right buyers at every stage of the buying cycle.
Organic visibility that compounds over time. We build and execute SEO strategies tailored to B2B buying cycles, targeting the keywords and topics your ICP is searching for at every stage of the funnel.
The strategy that connects every channel to your revenue goals. We build attribution frameworks by integrating with your existing tech stack, including HubSpot, Salesforce, 6sense, and Demandbase, to close the attribution loop. Our comprehensive reporting showcases the full impact of your paid media investment.
We've worked with dozens of industries in the B2B space:
We measure success the same way you do. These are the outcomes our clients report across pipeline, cost-per-MQL, and closed-won revenue.
"Initio B2B didn't just improve our paid media — they completely rebuilt how we think about pipeline. Within 60 days we had cut our CPL in half and finally had attribution our sales team believed in."
See Case StudiesYour business is unique. Your strategy should be too. We audit your existing program, map your ICP across every channel, and build a custom paid media plan tailored to your budget, pipeline goals, and buying cycle.
We audit your campaigns, ICP, competitive set, channel mix, and budget efficiency — so we know exactly what's working, what's wasted, and where the real opportunity is.
We map out your channels, targeting, creative, and attribution — so every campaign launches with a clear, revenue-focused plan behind it.
Campaigns go live in 30 days or less, then we shift into continuous refinement — testing creative, tightening targeting, and adjusting bids until performance peaks.
Strategy evolves as you scale. We assess lead quality over quantity, sharpen targeting over time, and keep you informed with custom dashboards and transparent strategy calls.
Initio is a two-person fractional paid media department. You get director-level strategy, execution, and reporting without the overhead and training of a full hire or the handoffs and delays of a traditional agency.
We rank in the top 1% of LinkedIn agencies and top 3% of Google agencies worldwide. That standing gives us access to elite and exclusive reps and early beta features that directly benefit your program.
The two of us develop your strategy, restructure your account, and handle every campaign launch, optimization, and report. Two expert consultants. $100M+ in scaled B2B paid spend.
We integrate with your CRM and revenue stack to connect ad spend to closed deals — giving you CFO-ready reporting, not vanity dashboards.
Years of keyword research and audience segmentation across dozens of B2B industries have given us a deep understanding of ICP behavior and what actually converts. We work closely with your team to make sure we know your buyers as well as you do.
What Our Clients Say
Book a 30-minute strategy call with us. After a discovery, we'll audit your current program and show you exactly where your opportunity lies.
