The Four Waste Categories
- Job seekers — searching your industry’s titles for employment, not services
- Students and researchers — coursework and general education searches
- Government navigation — regulatory portals, agency logins, government forms
- Adjacent professionals — related fields that share vocabulary but don’t buy your service
LTV-Adjusted Performance
B2B CPAs look different when evaluated against lifetime value. $218 per qualified agency lead looks expensive in isolation. Against a $54,000 estimated client lifetime value, it’s a 247x return.
We evaluate every B2B account in LTV context. The metric that matters is not cost per lead — it’s cost per lead relative to what that lead is worth when it converts.
Verticals We Manage
- Title insurance — $20.54 per lead vs $60-100 industry average
- B2B SaaS — $48 per signup from standing start in a niche market
- Restaurant marketing agencies — B2B lead gen with consumer search separation
- Medicare advisory — government navigation exclusions, qualified senior buyer focus
- Home health care — dual-side marketplace, client and caregiver campaigns separated
- Medical coding and professional training — buyer vs researcher separation
Two-Sided Marketplace Management
Some B2B clients need to reach two audiences simultaneously — clients and service providers. A home health care company needs patients and caregivers. Each audience gets its own campaign with strict keyword separation so the budgets never compete.
