Paid media should do
more than buy clicks.
We plan, launch and manage paid campaigns around the action your business actually cares about, whether that is a qualified enquiry, a sale, a booking or another agreed conversion. Reach the right people, send them somewhere relevant, track what they do, and spend the next budget better than the last one.
Three jobs the budget
has to do.
Miss any one of them and the spend becomes very hard to justify.
Reach the right people
Target people by what they are searching for, who they are, or what they have already shown interest in. The aim is relevance, not volume.
Send them somewhere useful
The ad and the page it points at have to make sense together. Paying for traffic to a weak or irrelevant page is the most expensive mistake in paid media.
Tell you what happened
Track the action that actually matters, so the next budget decision rests on evidence rather than a click count.
Before spending more,
check we can tell what
the spend did.
A lot of advertising budget gets spent without anyone being able to say what it produced. Often the campaigns were fine and the tracking was not, which is a fixable problem and worth fixing before the budget goes up.
Where lead quality or CRM data is available, we can scope how to connect that feedback back to campaign decisions. That is a piece of work in its own right rather than something that switches on by default.
What we check first:
- The business action that actually counts as a result.
- Whether conversion tracking exists, and whether it is recording the right thing.
- The landing pages the ads point at.
- Existing accounts, campaigns and past performance where there is any.
- Google Analytics, Tag Manager and advertising pixels.
The mix follows the
business, not a checklist.
Not every channel belongs in every plan. What we run depends on the margins, the buying behaviour and what we can actually measure.
Search
Demand that already exists, from people actively looking for what you sell. Usually where we start, because the intent is already there and it is the easiest to judge.
Paid social
Audience-led campaigns for discovery, consideration and remarketing, where the product suits being put in front of people rather than waiting to be found.
Shopping
Product-led advertising for e-commerce, where the catalogue and the product feed are in good enough shape to support it.
Display and video
Broader reach, remarketing and creative campaigns, used where they earn their place rather than because they were on a list.
The work behind
the spend.
Campaigns are not a one-off setup. Most of the value comes from what happens after they go live.
Strategy and channel planning
Business goals, who you are trying to reach, which channels are worth using and how the budget is split between them.
Campaign and account structure
Searches and keywords where relevant, audiences, campaign grouping, targeting and the negative keywords that stop money leaking.
Ad copy and creative
Messaging and creative suited to the channel and the offer, written to match what the person was actually looking for.
Landing pages
Reviewing where the traffic lands, and building or reworking that page within the agreed scope when it is the thing holding results back.
Tracking and measurement
Conversion tracking and the commercial signals we agreed matter, set up so the numbers can be trusted before decisions are made on them.
Testing and optimisation
Budget, bids, audiences, messaging, creative and landing pages adjusted on the evidence rather than on a hunch.
Understand. Plan.
Launch. Improve.
Campaigns drift. That is why the last step does not have an end date.
Understand
Business goal, customer, the economics, any existing accounts, and what actually counts as a useful conversion.
Plan
Channels, audiences and searches, campaign structure, where the traffic lands and how it will be measured.
Launch
Build the campaigns, copy, creative and tracking, then check the whole path works before the spend starts.
Improve
Review what happened, test changes, and move budget towards what is working and away from what is not.
Clicks are a signal.
Business outcomes are
the point.
A lead is someone who filled in a form. A qualified lead is someone worth your team’s time. Those are not the same number, and a campaign optimised for the first can quietly get worse at producing the second.
So where you can tell us which enquiries turned into real opportunities, that feedback goes back into the campaign decisions. Where you cannot yet, we say so rather than pretending the numbers mean more than they do.
What we report on:
- Cost per qualified enquiry, where you can tell us which enquiries were worth having.
- Cost per acquisition, and purchases or revenue where that data is reliable.
- Return on ad spend, where revenue is tracked accurately enough to trust it.
- Conversion rate and how the landing pages are performing.
- Click-through rate and cost per click, as diagnostics rather than as the result.
Scope agreed first.
Then the spend.
Ad spend and management are two different things. Ad spend is the money that goes to the advertising platforms. Management is our work on top of it. We set out clearly which is which, and what each costs, before anything starts.
We do not publish one management fee for every business, because the work genuinely varies. What we can be clear about is what drives it.
What changes the scope:
- How many channels and platforms are in the plan.
- The level of monthly media spend.
- How complex the account and campaign structure needs to be.
- How many products, services or locations you advertise.
- Creative requirements.
- Whether landing pages need building or reworking.
- How complicated the tracking and reporting need to be.
What ongoing management looks like:
- Watching what is spending and what is producing.
- Testing audiences, messaging, creative and landing pages.
- Moving budget towards what is working.
- Reviewing with you and agreeing what changes next.
Questions worth asking
before you spend.
Particularly the one about where the money goes.
What is PPC?
PPC means pay per click, a pricing model where you pay when someone clicks an ad. The term also gets used more loosely for paid digital advertising in general, but not every channel is actually billed per click. Search and shopping commonly use click-based pricing, while social, display and video may be billed on impressions or views instead. That is why we describe the service as paid media rather than only PPC.
Which channels do you manage?
Search, paid social, shopping, display and video. Which of those we actually run depends on your business. We would rather run two channels properly than spread a small budget across five and be unable to tell which one did anything.
How much should we spend on ads?
It depends on the industry, the competition and what a customer is worth to you, so any figure quoted before that conversation would be guesswork. What we can do is work back from the outcome you want and tell you honestly whether the budget you have in mind is likely to achieve it.
Is ad spend included in your fee?
They are separate things. Ad spend is paid to the advertising platforms and is your budget. Our fee covers the management work. We set out both clearly in writing before starting so there is no confusion about where the money is going.
Can you work with our existing ad accounts?
Usually, and we would rather you kept ownership of them. Existing accounts also carry history, which is useful. If an account is in poor shape we will tell you what we would change and why, rather than quietly starting again.
How do you track results?
Conversion tracking on the actions that matter, supported by Google Analytics, Google Tag Manager and the advertising platform pixels. We check the tracking is recording the right thing before drawing conclusions from it.
Do you create the ads and landing pages?
Ad copy and creative appropriate to each channel are part of the management work. Landing pages are scoped separately, because reworking or building a page is a different job to running a campaign. If the page is what is holding results back, we will say so.
Is there a minimum commitment?
That is something we agree in writing upfront rather than advertise as a blanket policy, because it depends on the channels and the work involved. Paid media does need enough time to gather meaningful data before anyone can judge it fairly. Ask us early and we will be straight about what we would propose.
Spend with a reason.
Measure what happened.
Tell us what you are running now, roughly what you spend, what you want
people to do, and what has and has not worked so far.