Acquisition and Performance
Paid Media and Performance
Campaigns optimised on closed revenue, not on cheap clicks.
How do I know whether my ad spend is actually paying off?
Return only becomes visible when measurement follows the lead past the click. Cost per click and cost per lead are intermediate indicators: campaigns can produce cheap leads that never buy. The number that answers the question is cost per sale, obtained by connecting the campaign to the CRM and following qualification, proposal and close. Without that connection you optimise for the wrong indicator, and spend grows without revenue following.
Optimising for the right number
It is entirely possible to lower cost per click and worsen the business result. You just attract a cheaper, less qualified audience. That happens often when campaigns are optimised by looking only at the platform dashboard.
We work with the whole funnel in view: impression to lead, lead to qualification, qualification to sale. Once that chain is instrumented, budget decisions stop being opinion.
What the work includes
Account structure built for reading, with campaigns organised so the report answers business questions instead of just displaying numbers. Continuous testing of creative, offer and landing page, because creative is now the variable with the largest impact. And remarketing built on first-party data, integrated with the CRM.
Where media usually leaks
In diagnostics, the most common waste is not in targeting. It sits in broken measurement, in a landing page that does not deliver what the ad promised, and in the lead nobody answers in time. Fixing that usually returns more than increasing budget.
The most frequent case is the ad manager showing a conversion count that does not match recorded sales. We wrote about that in detail in why your ad platform conversions do not match real sales.
What you receive
- Campaign planning by objective and funnel stage
- Account structure and management on Meta Ads and Google Ads
- Audiences, targeting and remarketing strategy
- Continuous optimisation on funnel data, not only platform metrics
- Testing of creative, offer and landing page
- Conversion integration with CRM, Pixel and Conversions API
- Reporting by channel, campaign, location and funnel stage
When this comes in
This work is deployed inside one of the stages below, depending on where your operation stands.
FAQ
Questions about paid media and performance
What is a sensible minimum ad budget?
It depends on ticket size, sales cycle and category competition, but there is a practical floor: too little budget never produces enough data for the algorithm to learn or for you to decide with confidence. In the diagnostic we calculate that floor from your current cost per lead or from category benchmarks, and we say plainly when the available budget does not yet support the operation.
Meta Ads or Google Ads?
Google captures demand that already exists: someone actively searching for what you sell. Meta creates demand among people who were not searching, using profile and behaviour targeting. Businesses with established search demand usually start with Google. New or discovery products usually perform better on Meta. In most mature operations, both run with distinct roles.
How often are campaigns reviewed?
Daily monitoring of the indicators and structured weekly adjustments. The urge to change something every day works against you: altering budget or targeting before a campaign accumulates data restarts the algorithm's learning and delays stabilisation. Structural changes happen in defined cycles, not as a reaction to one day of noise.
Next step
How much is your operation losing each month?
Almost every company loses opportunities without knowing: conversions never recorded, leads nobody answers in time, budget going to the wrong channel. Within weeks you have that number, and the list of what to fix first.