Services
Paid Advertising
We run search and social campaigns aimed at inquiries. You pay the platforms for the clicks. You pay us to make those clicks worth buying.
- Account structure
- Google Search
- Performance Max
Overview
What this is
The short version, before we get into what is included and how it runs.
Paid search and paid social buy you attention this week; organic search does not work that quickly. You are trading money for a click, a view or a call, and the only question that matters is whether enough of those turn into work.
There are two invoices, and it is worth being clear about that up front. The platforms, Google, Meta, whoever we agree on, bill you directly for the ad spend, and that money never passes through us. Our fee covers the work: account structure, tracking, landing pages and the ongoing management.
We would rather not spend a test budget pointing traffic at a page that cannot convert, or at tracking that cannot tell a real inquiry from a bounce. If the site is not ready to receive a lead, we will fix that first, or tell you plainly that it needs doing before ads make sense.
Deliverables
What you get
Everything below is part of paid advertising as standard, rather than something added to the invoice later.
- Account structure
- Campaigns and ad groups that match how people search and how you sell, not one pile named “campaign 1.” Search stays searchable. We do not hide everything inside a black box on day one.
- Google Search
- Keyword-themed search campaigns with match types you can explain, ads that say the thing you actually offer, and negatives so you stop buying the wrong queries.
- Performance Max
- Used when there is enough conversion data and a reason to let Google place the ads. We do not turn it on as a substitute for knowing which queries you buy.
- Meta ads
- Prospecting and retargeting on Facebook and Instagram, with creative you can stand behind. Interest piles with no landing page get declined.
- Retargeting
- Ads to people who already hit the site or the profile, with a cap so we do not stalk them. The pixel and the consent setup are part of this, not an afterthought.
- Landing page and conversion work
- The page the ad hits must match the ad and must have one job. If the homepage is the landing page, we will say that is why the cost per inquiry is high.
- Conversion tracking
- Forms, calls, and the events you actually care about, firing once, in Google and Meta. Duplicate tags and “thank you page maybe” are how people buy ghost leads.
- Budget and pacing
- A monthly media number, split by campaign, with a rule for what happens if we are ahead or behind. We do not dump the leftover on the last afternoon.
- Query and creative review
- Search terms you are buying, ads that are tired, and the next test. This is weekly or fortnightly, not a quarterly autopsy.
- Reporting
- Spend, inquiries, cost per inquiry, and what we changed. Vanity metrics stay off the first page. If the tracking is wrong, the report says the tracking is wrong.
Process
How it works
In order. Each stage starts once the one before it is signed off.
- 01
Offer and Tracking
What you sell, what an inquiry is worth enough to buy, and whether the site can capture it. Tracking goes in before the first click is bought.
- 02
Build
Campaigns, ads, audiences, and the landing URL. You approve the copy that will run with your name on it.
- 03
Launch
A test budget, not the annual number on day one. We watch delivery, conversions, and the search terms for long enough to learn, not long enough to waste.
- 04
Optimize
Negatives, bids, creative, and the pages that leak. We cut what does not pay. We do not “let it learn” as an excuse for a month of noise.
- 05
Report
Spend versus inquiries, what we will scale, and what we will stop. If the channel cannot work at your prices, we say so rather than ask for more budget to prove a point.
FAQ
Questions we get asked
If yours is not here, use the contact form and we will answer it directly.
What do we pay you, and what do we pay Google or Meta?
Media spend is billed by the platform to you, or through a card you control. Our fee is separate, for the work of running the account. We will write both numbers on the proposal. We do not mark up clicks.
Is there a minimum media budget?
Yes, because a budget that cannot get out of learning is a donation. The floor depends on the market and the channel. We will name it before you sign, and we will decline the work if the only budget on the table cannot teach us anything.
How fast will the phone ring?
Search can produce calls in the first week if tracking and the page are ready. Whether those calls are cheap enough is a different question, and it takes a few weeks of clean data to answer. Meta is usually slower to find a cost you can live with.
Should we use Performance Max or Search?
Search when you need to see the queries. Performance Max when conversion tracking is solid and you have a reason to buy Google’s other surfaces. Starting on PMax alone is how you lose the plot.
Can you run our existing account?
Yes, if you give us access. We will audit it before we spend. Old conversion actions, duplicate tags, and a graveyard of paused campaigns are common. We do not need a new account for its own sake.
Do we need a new landing page?
If the ad and the page disagree, or the page has five jobs, yes. A dedicated landing page is often cheaper than another month of wasted clicks. That work may sit on the website project rather than inside the ads fee. We will say which.
Will you pause if it is not working?
Yes. We would rather stop a bad channel than keep a retainer warm. You still owe the media you already bought. You do not owe us a year of optimism.
Tell us what you need built.
No pitch deck and no discovery fee. Most engagements start with a single site, and we add the rest only when it earns its place.
- Send a short brief, or just a link to the site you have now.
- We reply within two business days with questions, or a time to talk.
- You get scope, sequence and a price range in writing before anything starts.