Pipeline planABM agency or paid media agency: how to choose
By Hojabr Sattari. Updated .
A paid media agency buys and optimizes audiences on platforms such as Google, LinkedIn, and Microsoft to produce leads and pipeline efficiently, and suits teams with search demand, a broad market, or a need to scale volume. An ABM agency starts from a named list of target accounts agreed with sales and coordinates ads, content, and sales plays to win those accounts, which suits enterprise teams with a defined list and large deals. Paid media is one channel inside ABM, so the deciding question is whether you sell to a named list or to a market.
At a glance
| Criterion | ABM agency | Paid media agency |
|---|---|---|
| Starting point | A sales-approved list of named accounts, by tier | Audiences, keywords, and segments on each platform |
| Main goal | Engage and win specific accounts and their buying committees | Efficient leads, meetings, and pipeline across the market |
| Channels | Account-based ads, LinkedIn, content, outreach, and sales plays | Google, Microsoft, LinkedIn, YouTube, and programmatic |
| Sales involvement | High: sales agrees the list and acts on signals | Lower: sales receives and follows up on leads |
| Measured on | Engagement, meetings, and opportunities in target accounts | Cost per qualified lead, SQLs, and pipeline by channel |
| Tools | Often an ABM platform such as Demandbase or 6sense, though not always | Ad platforms plus CRM conversion tracking |
| Best fit | Large deals, long cycles, and a defined account universe | Search demand, wider markets, or a need to scale volume |
| Main risk | Lists too large to personalize, and sales not acting | Volume from companies that will never buy |
The real difference is the target
A paid media agency asks how to reach the most qualified buyers for the budget. An ABM agency asks how to win a specific set of named accounts. Both may run LinkedIn and display ads, but the planning, creative, and reporting differ.
With ABM, sales is part of the program from the start: it approves the list, agrees what an engaged account looks like, and follows up when accounts show interest. Without that agreement, ABM becomes expensive targeted advertising.
When paid media alone is enough
Strong paid media management is still account-aware: it excludes poor-fit companies, separates buying intent from research traffic, and reports pipeline from the CRM.
- Buyers search for your category, and you can capture that intent on Google and Microsoft
- Your addressable market is broad, with many mid-sized deals
- You need to scale qualified volume quickly
- Sales is not yet ready to work a named account list
When ABM earns its extra effort
ABM pays off when a small number of accounts holds most of the revenue opportunity, deals involve several departments, and sales leaders will commit to a shared list. Many teams start with an ABM pilot campaign on a focused list before committing to a platform.
If you already run a Demandbase program, the platform can serve both: account-based advertising for the target list and broader programs for the rest of the market.
Choosing one agency or two
Splitting ABM and paid media between two agencies often means two account lists, two sets of reports, and arguments over budget. If you use two partners, agree one target list, one CRM report, and who owns which budget. PlanConversion runs account-based marketing and paid media as one program, with a published paid media fee of 15% of ad spend up to $50K, falling to 10% above $200K.
Which one fits your team
Choose ABM agency when
- You sell to a defined list of high-value accounts
- Deals are large and involve a buying committee
- Sales will agree the list and act on account signals
- You want reporting by account tier
Choose Paid media agency when
- Buyers actively search for your category
- Your market is broad and deal sizes are moderate
- You need qualified volume quickly
- Sales is not ready to work a named list
Frequently asked questions
Is ABM just paid media aimed at a list of accounts?
No. Account-based ads are one part of ABM. ABM also includes the agreed account list, messaging by tier and role, sales plays, and reporting by account. Without sales involvement, it is targeted advertising.
Do we need an ABM platform to run ABM?
Not always. Many teams run effective ABM with LinkedIn Ads, a sales-approved list, and clean CRM reporting. A platform such as Demandbase or 6sense earns its cost at larger list sizes or when you need intent data and account identification.
Can one agency do both ABM and paid media?
Yes, and it avoids two lists and two reports. Check that the agency reports pipeline by account tier and by channel from your CRM.
Which is cheaper?
Paid media alone usually costs less to start because it needs no platform license or change to the sales process. ABM costs more per account reached but can cost less per opportunity in a defined account universe. Compare on cost per qualified opportunity.
How does PlanConversion price these?
Paid media management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K, and 10% above $200K, with no media markup. ABM programs are scoped to your accounts, goals, and budget.
