Directive

Directive is a paid media agency that builds pay-per-click programmes for B2B and technology companies. It ties search campaigns to pipeline and revenue targets instead of clicks alone. Before recommending how much to spend, it models search demand, competition and deal value in each market.

What Directive offers

• Google search advertising — planning and managing campaigns aimed at buyers with high purchase intent.
• Microsoft Advertising — running Bing campaigns alongside Google to widen qualified reach.
• Keyword strategy — expanding keyword sets and managing search terms by type of demand.
• Competitor campaigns — search ads targeting searches for rival products.
• Social and account-based ads — paid social and personalised campaigns aimed at named target accounts, plus promotion on review and directory sites.
• Landing page alignment — matching ad copy and landing pages to the intent behind each search.

Who it works with

B2B and technology companies that want paid search measured by cost per opportunity, pipeline and customer acquisition cost. Its DiscoverabilityOS framework links paid search to the wider buyer journey.

Key facts

• Focus: B2B and technology companies
• Channels: Google Ads and Microsoft Advertising
• Framework: DiscoverabilityOS