Ad spend measured in returns, not impressions

Which platform is right depends entirely on how people decide to buy what you sell. Someone with an urgent plumbing problem searches. Someone buying a new skincare brand discovers. We put budget where the decision actually happens.

• Google Ads — search, shopping and remarketing for demand that already exists
• Facebook and Instagram Ads — discovery, retargeting and the formats that carry a brand
• TikTok Ads — creative-led reach for products with a visual story
• LinkedIn Ads — B2B, where the audience is defined by job title and company

Targeting has been largely automated by the platforms. What still separates a campaign that works from one that burns money is the creative and the offer. We produce the ad itself — copy, static, video — rather than optimising someone else's underperforming asset.

Half of the paid-media audits we run lose their money after the click, on a homepage that was never built to convert campaign traffic. Where the landing page is the bottleneck, we build it. It is usually cheaper than the media budget you would waste without it.

A reporting rhythm you can hold us to: what was spent, what it returned, what we changed and what we are testing next. No vanity dashboards, no metrics that only look good in isolation.

Most underperforming accounts we take over have the same faults: everything in one campaign, one ad per group, a homepage as the destination, and conversion tracking that either does not fire or double-counts.

We rebuild around intent. Campaigns split by what the searcher wants, ad groups tight enough that the ad can genuinely match the query, and one landing page per promise made in an ad.

An account without reliable conversion tracking is not an advertising account, it is a donation. Before a campaign goes live we confirm that the events fire, that they fire once, and that they represent something the business actually values — an enquiry or a sale, not a page view.

That is also what makes it possible to turn things off. Half of good account management is stopping what does not work quickly enough to matter.

Every account runs more than one creative and more than one offer, because a single ad tells you nothing about whether a disappointing result was the message or the market.

Tests run long enough to mean something. Declaring a winner after forty clicks is guessing with extra steps, and it is how accounts end up cycling through creative forever without ever learning anything.

Audit before spend. What is already running, what it returned, what is tracked and whether the tracking can be trusted. It is common to find that the numbers a previous agency reported were counting page views as conversions.

Then structure, tracking, creative, and a deliberately small launch that gathers data before the budget scales. Scaling into an untested account is how a month of budget disappears in nine days.

If the landing experience cannot convert, or the offer is not competitive, or the margin will not survive the cost per sale in your category, advertising does not fix any of it — it just finds out faster and more expensively.

In those cases the honest recommendation is to spend the first month on the page, the offer or the pricing, and start the media after. We would rather say that at the quote stage than three months into a retainer.