B2B Companies Using Google Ad Manager in the UK: 57 Active Firms (2026)
B2B companies running ad-serving technology monetise business audiences through display inventory and campaign delivery across UK digital media.
Revenue, marketing-operations and audience-development teams tend to own adoption, with finance involved once direct-sold campaigns need billing reconciliation and yield controls. For business-to-business publishers, marketplaces, data providers, lead-generation platforms and specialist media operators, the stack usually sits between the website, tag management, audience segmentation and campaign reporting. Adoption signals more than simple display monetisation: it suggests a direct-channel sales motion with ad operations capacity, booked placements, buyer reporting and consent-aware audience handling. The typical customer relationship is mid-market rather than self-serve micro-advertising, with campaign delivery, sponsorship visibility and performance evidence forming the engagement.
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Across the UK, 57 actively trading business-to-business operators are detected running this ad-serving system. Their reported employment footprint is 603 people. Within detected advertising technologies for the sector, the system ranks eighth, at 0.7% of an 8,627-company denominator, which puts it behind the mainstream paid-media tools and close to specialist publisher infrastructure. The registered-location skew is concentrated but not wholly London-based: London accounts for 29.8% of the cohort, followed by East of England at 17.5%, South East at 12.3%, Yorkshire and The Humber at 8.8%, and West Midlands at 7.0%.
Business-facing media and lead-generation operators are not licensed as a single UK industry, so the relevant obligations depend on the activity around the advert: data processing, financial promotion, telecoms, professional services or another regulated category. For marketing operations, the ICO’s PECR guidance matters alongside UK GDPR. Electronic-mail rules are more permissive for corporate subscribers than for individual consumers, but senders still need to identify themselves and provide a valid opt-out route. Live calling adds CTPS and TPS screening, and previous objections must be respected. That makes consent records, suppression lists and campaign audit trails operational issues, not just legal review points.
Adoption appears tied to whether business-facing media owners keep direct-sold advertising in house or outsource more inventory to networks and sponsored-content packages. Companies with editorial sales teams and repeat campaign buyers tend to retain ad-serving infrastructure, because buyer reporting and trafficking control remain part of the commercial promise. Smaller operators may find bundled website, analytics and marketing suites adequate until direct sales justify specialist workflow. Privacy enforcement and browser-level tracking limits are likely to keep pressure on audience governance, while consolidation in the ad-tech vendor base may reduce the number of standalone choices available to mid-market publishers.
Adoption by company size
Adoption of Google Ad Manager rises with company size across the trading UK B2B companies in this cohort. 0% of the 76,784 companies with under 10 employees run Google Ad Manager (32 detected). 0.1% of the 31,788 companies with 10–50 employees run Google Ad Manager (24 detected). 0.1% of the 3,773 companies with over 50 employees run Google Ad Manager (2 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
57
Active firms
2026
0.7%
Of detected Advertising share
UK B2B
7
Median headcount
Filed accounts
127
Verified contacts
Across this cohort
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Key facts
About 8% of the trading cohort reports turnover above £5M (5 of 57 firms) — the rest sits below that revenue band.
5% of the cohort was incorporated since 2022 (3 firms), so a sizeable share is in its first few filing cycles.
Within B2B companies with a detectable advertising system, this ad-serving system appears in 0.7% (57) of 8,627 companies.
The detected B2B cohort is concentrated in London at 29.8% (17), followed by the East of England at 17.5% (10) and the South East at 12.3% (7).
Stack overlap points to measurement-led ad operations: 71.9% (41) also run a tag-management tool, 59.6% (34) run web analytics and 40.4% (23) run a publisher-tagging tool.
Sector tags overlap, but Media & Publishing accounts for 29.8% (17), Wholesale & Distribution for 22.8% (13) and Marketing Agency for 10.5% (6).
The ICO says PECR covers direct marketing by live or automated calls, electronic mail and fax, while UK GDPR still applies where personal data is processed, including business-contact data.
Advertising market share among UK B2B
Share of the 8,627 UK B2B with a detectable system. As of June 2026.
What else do Google Ad Manager-running B2B run?
Share of the 57 Google Ad Manager-running UK companies where each technology was also detected. As of June 2026.
Where Google Ad Manager B2B are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
7
Median headcount
£1.1M
Median UK turnover
8.8%
Above £5M turnover
3
Incorporated since 2022
127 verified decision-maker contacts
across these 57 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2B using Google Ad Manager
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 5 filingsPublishes defence industry news, analysis and market intelligence through online portals, reports, newsletters and data platforms. Also provides advertising, sponsored content and marketing services…
Serves defence-sector businesses and professionals, including contractors, suppliers, marketers and business development teams seeking market data, industry news and access to global defence…
Financial Health
WeakWeak · -2% CAGR over 4y
Location
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Computed from 5 filingsPublishes a trade magazine and online platform covering the grocery retail and FMCG sectors, providing news, analysis, market reports, product coverage, rankings and industry events related to…
Sells to grocery and FMCG industry professionals, including supermarket and wholesale retailers, food and drink brands, suppliers, category managers, and executives seeking sector news, analysis,…
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 4y
Location
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Computed from 3 filingsPublishes trade media, news websites, magazines and research covering construction, power technology, equipment rental, cranes and transport sectors. Also provides industry data, marketing services,…
Serves B2B suppliers, marketers, buyers and influencers in construction, demolition, power and gas compression, equipment rental, access, cranes and transport industries worldwide.
Financial Health
StableStable · -4% CAGR over 2y
Location
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Computed from 3 filingsPublishes trade magazines, digital news, newsletters and video content covering construction equipment, aggregates and intelligent transportation systems. Produces industry reports and trade show…
Serves B2B audiences in construction, intelligent transport systems, aggregates and construction materials, including industry professionals, advertisers, media buyers and global trade event…
Financial Health
WeakWeak · -2% CAGR over 2y
Location
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Computed from 5 filingsPublishes a trade magazine and online news platform covering packaging technology, design, regulation, and sustainability. Produces articles, reports, podcasts, webinars, and industry events focused…
Serves packaging industry professionals and businesses across Europe, including manufacturers, converters, brand owners, suppliers, and sustainability, innovation, regulatory and production teams in…
Financial Health
HealthyHealthy
Location
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Computed from 5 filingsOperates an online information platform for the construction industry, publishing news, contract and plant equipment reports, and industry data, alongside a searchable directory of construction…
Sells to construction industry businesses in the UK, including contractors, subcontractors, plant hire and equipment suppliers, product manufacturers, and recruiters, as well as professionals seeking…
Financial Health
StableStable · -14% CAGR over 4y
Location
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Computed from 5 filingsOperates a digital publishing platform covering the electronics industry, delivering product news, technical articles and industry updates. Distributes content via a website, newsletters, mobile…
Serves electronics component manufacturers, distributors and technology brands seeking to reach component-buying engineers, designers and electronics industry professionals worldwide.
Financial Health
HealthyHealthy · -63% CAGR over 4y
Location
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Computed from 4 filingsProvides telecom industry research, data and analysis, along with account‑based marketing, consulting and digital advertising services. Offers platforms and reports that help technology suppliers…
Serves B2B suppliers, account teams and marketers in the telecoms and digital infrastructure ecosystem, especially organisations targeting tier-1 communications service providers and senior telco…
Financial Health
DistressedDistressed · -78% CAGR over 3y
Location
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Computed from 5 filingsPublishes magazines, news and analysis covering pensions, asset management and institutional investment. Produces research reports, industry data and country studies, and organises conferences,…
Serves institutional investment professionals across Europe, including pension funds, asset owners, asset managers, advisers and service providers in pensions and investment markets.
Financial Health
WeakWeak · 0% CAGR over 4y
Location
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Computed from 5 filingsOperates an online trade publication covering the convenience retail sector. Publishes industry news, retailer profiles, product and category insights, business advice, podcasts, promotional…
Serves UK convenience retail professionals, including independent store owners, symbol and franchise retailers, store managers, and suppliers targeting c-store decision-makers across grocery,…
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 3 filingsOperates an online marketplace for buying and selling aircraft, including private jets, turboprops and helicopters. Publishes aviation market intelligence, price guides and editorial content, and…
Sells to private and business aircraft buyers, owners, dealers and brokers, plus aviation service providers and advertisers seeking access to business aviation, general aviation, helicopter,…
Financial Health
DistressedDistressed · -87% CAGR over 2y
Location
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Computed from 5 filingsPublishes a trade magazine and online content for pub licensees, providing industry news, features and product information. Also supplies website design and management services for pubs, including…
Serves UK pub licensees, publicans and their teams, plus hospitality suppliers and commercial partners seeking to reach decision-makers in Britain’s pub trade.
Financial Health
WeakWeak · -10% CAGR over 4y
Location
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Computed from 3 filingsPublishes agricultural news and media for the farming sector through a website, digital editions and magazines. Provides industry reporting, market information, podcasts and opinion content, and…
Serves UK farmers, livestock and arable producers, rural landowners and agricultural professionals, plus machinery, livestock, property and agribusiness advertisers using its classifieds and media…
Financial Health
WeakWeak · 5% CAGR over 2y
Location
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Computed from 3 filingsOperates an online publication covering the pharmaceutical and biotechnology industries, producing news articles, analysis, interviews, podcasts, webinars, and digital magazines. Publishes content on…
Serves pharmaceutical and biotech industry professionals, including executives and teams in R&D, sales and marketing, market access, oncology, digital health, and patient engagement, plus advertisers…
Financial Health
StableStable · Hiring · 7% CAGR over 2y
Location
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Computed from 5 filingsOperates an online platform for the oil and gas industry providing job listings, recruitment advertising, CV database access, industry news, salary insights, event listings and market data such as…
Serves oil and gas professionals seeking jobs and industry news, plus energy-sector employers and recruiters buying job postings, CV database access and recruitment advertising.
Financial Health
DistressedDistressed · 0% CAGR over 4y
Location
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Computed from 5 filingsPublishes online news, analysis and interviews covering sustainable packaging technologies and markets. Content addresses circular economy, recyclability, materials, machinery and packaging…
Serves B2B readers and advertisers in the packaging and sustainability sectors, including professionals in food, beverage, pharma, medical, cosmetics, personal care and industrial packaging, plus…
Financial Health
StrongStrong · Growing, Hiring · 50% CAGR over 4y
Location
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Computed from 5 filingsPublishes seafood industry news, price assessments and market data through a subscription website. Provides commodity price trackers, market reports, interviews, webinars and data access tools…
Serves businesses and professionals across the global seafood sector, including fishing, aquaculture, processing, trading, retail and foodservice companies, plus investors and advertisers targeting…
Financial Health
StableStable · -2% CAGR over 4y
Location
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Computed from 4 filingsPublishes online news, interviews, reports and resources on climate change, energy transition and sustainability topics, and promotes related industry events, partnerships and policy discussions…
Serves businesses, investors, policymakers and sustainability professionals involved in climate, energy, finance, mobility, agriculture, technology and circular economy sectors.
Financial Health
StableStable · -16% CAGR over 3y
Location
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Computed from 5 filingsOperates an online platform covering the consulting industry, publishing news and analysis, and providing directories of consulting firms, industry rankings, job and internship listings, and career…
Serves consultants, consulting firms, recruiters, and industry partners in the UK consulting sector, including professionals seeking career information and employers promoting jobs, projects, events,…
Financial Health
WeakWeak · Hiring · 19% CAGR over 4y
Location
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Computed from 5 filingsOperates an online job board focused on the hospitality sector. Enables employers to post vacancies and search candidate CVs, while job seekers can search and apply for roles in catering, hotels,…
Serves hospitality employers and recruiters across the UK, alongside jobseekers seeking roles in hotels, restaurants, pubs, bars, catering, care, leisure, housekeeping, chef and front-of-house…
Financial Health
WeakWeak · Hiring · 11% CAGR over 4y
Location
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Computed from 4 filingsOperates online publications providing news, analysis and regulatory intelligence on chemicals legislation and risk management. Offers subscription resources, databases, webinars, events and…
Serves global businesses and professional teams in chemical regulatory compliance, product safety, occupational health, chemical safety, biocides and supply chain risk management, across sectors…
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 3y
Location
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Computed from 5 filingsPublishes online news, interviews, country reports and analysis on the global pharmaceutical and biotechnology industry. Covers market trends, regulation, R&D, pricing and market access, targeting…
Serves senior executives, decision makers and professionals in the global pharmaceutical, biotech and healthcare industries, including those focused on strategy, regulation, R&D, market access and…
Financial Health
StableStable
Location
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Computed from 3 filingsProvides healthcare market intelligence, data products and consultancy focused on the NHS. Offers benchmarking, stakeholder mapping, policy analysis and events that connect healthcare suppliers and…
Serves senior NHS decision makers, healthcare leaders and supplier partners supporting the NHS, including life sciences, digital health and technology organisations seeking to engage with UK…
Financial Health
WeakWeak · -4% CAGR over 2y
Location
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Computed from 4 filingsPublishes online news, analysis and resources for social work professionals, including industry reporting, opinion, job listings, training courses, webinars and events focused on adult and children’s…
Serves social work professionals, senior leaders and employers, including local authorities, councils and children’s/adult social care organisations seeking sector news, recruitment, learning and…
Financial Health
StableStable · 0% CAGR over 3y
Location
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Computed from 5 filingsProvides direct mail services including printing, fulfilment and mailing campaign management, supported by in‑house design and production. Also publishes professional medical journals and industry…
Targets B2B direct-mail clients and specialist healthcare audiences, including plastic surgeons, maxillofacial surgeons, aesthetic medicine practitioners and related medical organisations.
Financial Health
WeakWeak · -5% CAGR over 4y
Location
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Computed from 3 filingsDevelops healthcare data platforms and software that provide information on healthcare providers, prescribers and clinical trial sites. Supplies data feeds, analytics and tools used by life sciences…
Sells to B2B healthcare organisations including life sciences and pharma companies, health plans, and digital health firms. Serves clinical, medical and commercial teams needing provider, prescriber,…
Financial Health
DistressedDistressed · -33% CAGR over 2y
Location
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Computed from 2 filingsOperates a professional membership association for the oil and gas industry, providing technical publications, conferences and events, training courses, professional certification, and online…
Serves oil and gas industry professionals, petroleum engineers, students, academics and energy-sector employers worldwide, plus sponsors and exhibitors seeking access to technical and professional…
Financial Health
HealthyHealthy · -16% CAGR over 1y
Location
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Computed from 4 filingsPublishes an online trade news platform covering media, advertising and marketing industries. Provides industry news, analysis, research updates, opinion, job listings and event information for media…
Serves media and marketing executives, advertising agencies, brand marketers, broadcasters and adtech/media companies focused on the Canadian media market.
Financial Health
StrongStrong · Hiring · 12% CAGR over 3y
Location
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How Google Ad Manager usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2B companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2B companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Google Ad Manager is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
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