GOOGLE & META ADS
Most paid media budgets are allocated based on channel familiarity and optimised for the metrics that platforms make easy to report, impressions, click-through rate, cost per click, rather than the metrics that determine whether the campaign is profitable.
We manage Google and Meta campaigns against revenue outcomes. That means auditing where budget is actually going, building audiences around intent signals rather than demographic approximations, and measuring attribution honestly rather than in ways that maximise the apparent impact of the channel we are running.
The test of a paid media programme is not whether it produces traffic. It is whether the revenue attributable to it exceeds what was spent on it, consistently, at a scale that is worth operating at.
ACCOUNT AUDIT & ASSESSMENT
We audit your existing Google and Meta accounts, campaign structure, bidding strategy, audience segmentation, creative performance and attribution setup, and produce a findings report that shows exactly where budget is being consumed without producing return, and what needs to change before any new budget is committed.
CREATIVE DEVELOPMENT
Generic creative tested against a broad audience produces generic results. We develop creative concepts specific to each audience segment and test them against the metrics that matter, conversion rate and cost per acquisition, rather than against engagement metrics that correlate weakly with commercial outcome.
ATTRIBUTION SETUP
Attribution that credits the last click before conversion systematically understates the value of upper-funnel activity and overstates the value of retargeting, which tends to produce campaigns that win the decision rather than influence it. We configure multi-touch attribution that reflects how your customers actually make decisions, and validate it against your actual revenue data.
CAMPAIGN STRATEGY & PLANNING
We design campaign strategies around your specific customer acquisition economics, what a converted customer is worth, what you can spend to acquire one, and which customer segments are worth targeting based on lifetime value rather than volume. Channel allocation follows from the strategy, not the other way around.
CAMPAIGN MANAGEMENT
We manage campaigns against the KPIs that determine whether the programme is commercially viable, cost per acquisition, return on ad spend, customer lifetime value payback period, adjusting bids, audiences and creative in response to real-world performance data rather than platform optimisation suggestions that prioritise platform revenue.
REPORTING & OPTIMISATION
We produce reporting that connects paid media activity to revenue rather than to platform metrics, on a cadence that allows optimisation decisions to be made while there is still budget to reallocate. Reporting is accompanied by a recommendation for the next period, not a description of what the last period produced.
We optimise for cost per acquisition and return on ad spend, not for the platform metrics that campaigns default to reporting. Traffic that does not convert is a cost, not a result, and we do not report it as one.
Budget allocation decisions made without accurate attribution are guesses that happen to use data. We configure attribution before advising on budget allocation, so channel performance reflects what each channel is actually contributing rather than what it claims to have contributed.
Demographic targeting approximates the people you want to reach. Intent targeting reaches them at the moment they are looking for what you offer. We build audiences around search intent, behavioural signals and lookalike modelling rather than demographic proxies.
