07
Conversion Rate Optimization
Research, experiments and landing pages that turn more of your existing visitors into leads and sales.
- Funnel and UX audits
- Heatmap and session-recording analysis
- A/B and multivariate testing
- and 3 more
Paid Media
Spend where the return is.
Search, shopping and paid social campaigns planned around profit rather than clicks, with creative and budgets reviewed every week.
Overview
Paid Media & PPC
Where it sits in the customer journey
- Attract
Paid media is the fastest way to put an offer in front of the right people, and the fastest way to waste a budget. The difference lies in the structure, the creative and how often someone looks at the numbers.
We plan campaigns around what a customer is worth to you, not what a click costs. Budgets, bids and ads are reviewed every week, and money moves toward whatever is producing profitable sales or qualified leads.
A good fit when
- You need leads or sales this quarter, not six months from now.
- You already spend on ads and cannot say with confidence what the spend returns.
- You have a proven offer and want to find out how far it scales.
Scope
What's included
The work Paid Media covers. The exact mix is agreed with you in the plan, and anything that is not needed yet is left out.
01
Account audits and restructuring
A line-by-line review of where the budget goes today, followed by a structure that is simpler to manage and easier to read.
02
Search, Shopping and Performance Max
Campaigns that reach people at the moment they search, with feeds, keywords and negatives kept tidy.
03
Paid social on Meta, TikTok and LinkedIn
Prospecting and retargeting on the platforms your buyers use, matched to how each one is actually browsed.
04
Ad creative production and testing
New ads on a regular schedule, tested against the current best so the account keeps improving.
05
Retargeting and audience strategy
Audiences built from your customer data, site behavior and lookalikes, each with a message that fits.
06
Budget pacing and bid management
Daily checks that spend is on plan, and bid strategies chosen for margin instead of volume.
Method
How we approach it
Every Paid Media engagement follows the same sequence, in this order, so nothing is built on guesses.
Step 01
Agree on what a result is worth
Before touching the account we agree on a target cost per lead or return on ad spend, based on your margins and close rates.
Step 02
Check the tracking
Conversions are verified end to end. If the platforms are optimizing toward the wrong signal, no amount of bid work will fix it.
Step 03
Launch in stages
The highest-intent campaigns go live first. Each new layer is added once the last one is spending sensibly.
Step 04
Review weekly, report monthly
Search terms, creative and budgets are reviewed every week. Once a month you get a plain summary of what changed and why.
Measurement
What we measure
The numbers that go into every Paid Media report, and the reason each one earns its place.
These are the metrics we track, not promised results. Targets are set with you once we have seen your baseline.
- Return on ad spend
- Revenue per dollar spent, read alongside margin so a high number cannot hide an unprofitable sale.
- Cost per acquisition
- What it costs to win one customer or qualified lead. This is the number budgets are set against.
- Conversion rate
- How many clicks become customers. A drop here usually points to the landing page or the audience, not the bid.
- Impression share
- How often you appear for the searches you most want. It shows whether there is room to grow or the budget is already saturated.
Platforms we work in
The tools Paid Media work usually runs on. Named for reference only; no partnership or endorsement is implied.
- Google Ads
- Meta Ads
- TikTok Ads
- LinkedIn Ads
- Microsoft Ads
FAQ
Questions about Paid Media.
The things people ask before they start. If yours is not here, ask it on a call.
Book a callYou do. Campaigns run in accounts registered to your business, with our team added as a manager. If we stop working together, the accounts, their history and the audiences stay with you.
The ones your buyers use when they are close to a decision. For most businesses that means starting with search, then adding one social platform once tracking and creative are in place. We would sooner run two platforms well than five thinly.
Yes. Copy, static images and short video are produced as part of the service, and we brief your team or creators when footage needs to come from you.
Campaigns start producing data within days. The platforms generally need a few weeks of steady conversions before their bidding settles, so we avoid big judgments in the first month and make them on evidence after that.
Pairs well with
Services that make Paid Media work harder.
Channels do more when they share a plan. These are the ones that connect to it most directly.
All services08
Analytics & Tracking
Clean tracking, sensible attribution and dashboards your team will open, so every decision starts from numbers you trust.
- Google Analytics 4 setup and audits
- Tag Manager implementation
- Conversion and server-side tracking
- and 3 more
06
Email & Marketing Automation
Lifecycle flows, campaigns and segmentation that grow revenue from the audience you already own.
- Welcome, abandonment and win-back flows
- Campaign calendar and copywriting
- List segmentation and personalization
- and 3 more