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B2B lead generation agency: LinkedIn ads and inbound pipelines for UK companies
Your sales team should be talking to decision-makers, not chasing cold lists. Lead Gems is a UK B2B lead generation agency that uses LinkedIn ads, Google Ads and automated nurture to bring qualified buyers to you, and tracks every lead to revenue.
- LinkedIn ads
- Google Ads
- Cold email
- Account-based marketing
- Email nurture
What is B2B lead generation?
B2B lead generation is the process of finding businesses that could buy from you and turning them into sales conversations. It can be outbound, such as cold calls and emails, or inbound, such as LinkedIn ads, Google Ads, content and email nurture that bring buyers to you. Lead Gems is a UK B2B lead generation agency that combines LinkedIn and Google ads, targeted cold email and automated nurture.
"Lead Gems understood that SaaS lead generation is different from local services. The LinkedIn campaigns brought us exactly the right decision-makers, and the nurture sequence converted prospects we would have lost. Our cost per acquisition dropped by over 60% compared to outbound."
The problem
Why most B2B lead generation fills the pipeline with the wrong people
Most B2B lead generation produces volume, not buyers.
Spray-and-pray outreach
The same generic message sent to unverified lists: low replies, damaged sender reputation and a poor first impression.
Downloads counted as leads
Someone who downloaded an e-book is not ready for a sales call, and treating them as if they are wastes both sides’ time.
Broad targeting
Ads shown to anyone in an industry, rather than the job titles and company sizes that actually buy.
No agreement on "qualified"
Marketing hands over leads sales will not call, and nobody can say what is working.
No nurture
B2B buyers take months to decide. Without follow-up, interested prospects go cold.
Reports stop at the lead
Without CRM tracking, nobody knows which campaigns produced revenue.
The difference
How Lead Gems compares to typical B2B lead generation companies
The difference is what we hand your sales team: buyers who asked to talk, tracked to revenue.
| Area | Typical B2B lead generation company | Lead Gems |
|---|---|---|
| Method | Cold calling and bulk data | LinkedIn ads, Google Ads, targeted cold email and nurture |
| What they measure | Number of leads or appointments | Sales-qualified leads, pipeline value and cost per customer |
| Lead definition | Anyone who answers | Agreed with your sales team and scored in your CRM |
| Follow-up | Hand over and move on | Automated nurture until the buyer is ready |
| Tracking | A spreadsheet of names | Every lead traced from first click to closed deal in your CRM |
| Your brand | Represented by someone else’s callers | Built with every ad and piece of content |
Is your sales team chasing the wrong leads?
A free pipeline audit shows where qualified buyers are being lost, and what to fix first.
Our approach
How our B2B lead generation agency builds your pipeline
We build B2B lead generation as a pipeline: the right accounts see you, the interested ones raise their hand, and the ready ones are passed to sales.
- 01
We start with your sales team
Before a single ad runs, we agree your ideal customer, your target accounts and what counts as a sales-qualified lead.
- 02
We combine LinkedIn and Google
LinkedIn creates demand among the right job titles; Google captures buyers already searching for a solution like yours.
- 03
We nurture until they are ready
Leads who are not ready yet get a short, useful email sequence, so they come back to you when they are.
- 04
We track to revenue
Every lead is scored and followed in your CRM, so you can see which campaigns produce meetings, pipeline and customers.
Inbound vs outbound B2B lead generation
Outbound lead generation contacts prospects who have not asked to hear from you; inbound brings prospects to you through ads, search and content. Outbound can work for very small target markets. Inbound usually produces warmer conversations, builds your brand as it runs, and gets cheaper per lead as it is optimised. Lead Gems runs both, led by inbound: paid campaigns and content, with targeted cold email to named accounts. We do not do cold calling.
A LinkedIn advertising agency for B2B pipelines
LinkedIn is the only major ad platform where you can target by job title, seniority, company, company size and industry, which makes it the strongest paid channel for most B2B companies.
LinkedIn clicks cost more than Google or Meta. UK agency benchmarks for 2026 put them at roughly £4 to £15 per click and £40 to £250 per lead, depending on sector. That is why targeting and lead quality matter more here than anywhere else.
Lead gen forms
Forms that pre-fill from LinkedIn profiles, with qualifying questions added.
Document ads
A guide or report shared inside the feed, in exchange for contact details.
Thought Leader Ads
Posts from your own people, promoted. They often outperform company ads.
Matched audiences
Built from your target account lists, website visitors and CRM.
Cold email that does not damage your brand
Cold email works when it is short, relevant and sent to the right person. We build verified lists of decision-makers at your target companies, write a short sequence that speaks to their situation, and send it separately from your main email so your domain stays protected.
Every email includes a simple way to opt out, and we follow PECR and UK GDPR for business-to-business email. Replies go straight to your sales team.
See our email marketing agencyAccount-based marketing when it fits
For companies selling high-value services to a short list of large accounts, we run account-based campaigns that target named companies and the decision-makers inside them, with ads and content tailored to each.
Get your free B2B pipeline auditWhat you get
What is included in our B2B lead generation services
Every B2B account includes targeting strategy, campaigns, content, lead scoring, nurture, CRM tracking and reporting.
Ideal customer and targeting
Ideal customer profile, target account lists, job titles and seniority, agreed with sales
LinkedIn ads
Lead gen forms, document ads, Thought Leader Ads, retargeting and matched audiences
Google Ads
Search campaigns for buyers actively looking for your solution
Offers and landing pages
Guides, reports, calculators or audits worth an email address, each with its own page
Lead scoring
Scoring rules agreed with sales, so only ready leads reach them
Cold email and nurture
Targeted cold email to verified decision-makers, and automated sequences for leads not yet ready
CRM integration
HubSpot, Salesforce, Pipedrive or your CRM, with every lead tracked to closed deal
Reporting
A live dashboard of leads, sales-qualified leads, meetings, pipeline value and cost per customer
Process
How our B2B lead generation process works
Our process has six steps, from a free pipeline audit to scaling what works.
Free pipeline audit
We review your current lead sources, targeting, conversion rates and CRM data.
Define the buyer
Ideal customer profile, target accounts and lead scoring agreed with your sales team.
Tracking and CRM
LinkedIn Insight Tag, Google tracking and CRM integration go in before any spend.
Launch
LinkedIn and Google campaigns, cold email, offers, landing pages and nurture go live.
Optimise weekly
We shift budget to the audiences and ads producing sales-qualified leads.
Scale
Once cost per qualified lead is stable, we expand audiences, add account-based campaigns and grow budget.
Free playbook
The LinkedIn Ads B2B Playbook
How to reach decision-makers on LinkedIn and turn them into qualified meetings, step by step.
- Targeting by job title, company and seniority
- The ad formats that win meetings
- Lead scoring agreed with your sales team
- A nurture sequence for slow deciders
Results
B2B and professional services results
Every figure comes from a real client account and is tracked to the enquiry.
40
meetings with target accounts
A Birmingham engineering consultancy wanted to win work with 120 named manufacturers. We ran account-based LinkedIn campaigns, targeted cold email and lead scoring.
38
new recurring clients
A South East accountancy firm specialising in contractors was losing ground to cheap online platforms and had no paid advertising. We launched targeted Google Ads, built a content strategy and set up automated lead nurture.
£67
per qualified lead
A West Midlands solicitors practice built on referrals for over 15 years had steady but unpredictable enquiries. We rebuilt its paid search, built dedicated landing pages and automated lead follow-up.
Questions
B2B Lead Generation questions, answered.
What does a B2B lead generation agency do?
A B2B lead generation agency finds businesses likely to buy from you and turns them into sales conversations. That can include LinkedIn and Google ads, content, landing pages, lead scoring, email nurture and CRM tracking. The best agencies are measured on qualified meetings and revenue, not lead volume.
How much do LinkedIn ads cost in the UK?
LinkedIn uses an auction, so costs vary by audience and competition. UK agency benchmarks for 2026 put cost per click at roughly £4 to £15 and cost per lead at £40 to £250, depending on sector. Precise targeting and good offers bring the cost per qualified lead down.
Is LinkedIn or Google Ads better for B2B?
They do different jobs. LinkedIn reaches the right job titles before they start looking; Google captures buyers already searching for a solution. Most B2B pipelines work best with both.
What is a sales-qualified lead?
A sales-qualified lead is a prospect who fits your ideal customer profile and has shown they are ready to talk, for example by requesting a demo or answering qualifying questions. We agree the definition with your sales team before campaigns start.
How long does B2B lead generation take to work?
LinkedIn and Google campaigns produce leads within weeks. Turning them into a predictable pipeline usually takes two to three months of testing, and longer sales cycles mean revenue follows later.
Do you do cold calling or cold email?
We run targeted cold email, but not cold calling. Cold email goes to verified decision-makers at the companies you want to win, in short sequences with an easy opt-out, alongside LinkedIn and Google campaigns that bring buyers to you.
Is cold email legal in the UK?
Yes, to business contacts, if it is relevant to their role, says who you are and offers an easy way to opt out. Sole traders and some partnerships are treated like individuals and need consent first, so we exclude them.
What is account-based marketing?
Account-based marketing targets a defined list of companies, and the decision-makers inside them, with tailored ads and content. It suits businesses selling high-value services to a small number of large customers.
Can you work with our CRM?
Yes. We work with HubSpot, Salesforce, Pipedrive and most major CRMs, so every lead is tracked from first click to closed deal.
Will I own the ad accounts and data?
Yes. Your LinkedIn and Google ad accounts, audiences and lead data belong to you.
Still have a question? Call 020 4652 1887 or book a free growth call.
From our insights
B2B Lead Generation guides.
Practical answers from the specialists who run these campaigns every day.
Industries
Where B2B Lead Generation works best.
Related services
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