Optimising toward the wrong conversion
Tracking fires on a page view or a form open rather than a completed action, so the platform learns to find people who look interested and never buy.
Service
Paid Media & Advertising
Full campaign lifecycle management, from audience research to budget reallocation.
Paid media punishes guesswork faster than any other channel, because you are paying for every wrong assumption in real time.
We run campaigns as a structured testing programme. Audiences and creative are tested against each other deliberately, budget moves toward what is working on a defined cadence, and everything is measured against a conversion event you actually care about — not a proxy metric that flatters the report.
Ad accounts stay in your ownership throughout. If the engagement ends, the account, its history, and its learnings stay with you.
What You Get
deliverables, specifically
Not a vague retainer. These are the tangible outputs the engagement produces.
Account and tracking setup
Pixel and conversions API configuration, event mapping, and audit of what is currently being measured — often the first thing that turns out to be broken.
Audience research
Documented targeting hypotheses with the reasoning behind them, so tests are deliberate rather than incremental fiddling.
Creative testing programme
Structured tests across hooks, formats, and angles, with results fed back into organic content production.
Budget management
Spend reallocated on a defined schedule based on performance, with a written record of what changed and why.
Campaign reporting
Spend, cost per result, and return figures reported against your commercial targets — not just platform-native vanity metrics.
How it runs
what actually happens, and when
No mystery retainer. This is the sequence, from access to steady state.
- 01
Weeks 1–2 · Tracking and account audit
Before any spend, we verify conversion tracking actually fires correctly. Most underperforming accounts we inherit are measuring the wrong thing, or nothing at all.
- 02
Weeks 3–4 · Structure and first tests
Campaign structure rebuilt around clear audience and creative variables, then a deliberate test matrix rather than one hopeful campaign.
- 03
Month 2 · Scale what works
Budget moves toward the combinations that return. Losing variants are cut quickly rather than left running on sentiment.
- 04
Ongoing · Creative refresh
Paid social decays as audiences see the same assets. New creative enters the rotation on a planned cycle, before fatigue shows up in the numbers.
From experience
where this usually goes wrong
The same few problems account for most underperforming accounts we inherit. Worth knowing whether you recognise any of them.
Changing everything at once
Audience, creative, placement and budget all moved together, so nothing is attributable and the winning variant stays unknown. One variable at a time is slower and far cheaper.
Running creative until it dies
Performance decays as frequency climbs. Waiting for the numbers to fall before refreshing means paying full price for the decline on the way down.
What It's For
what this is meant to change
Targets we work toward and report against — stated as outcomes, not guarantees.
- Spend concentrated on the audiences and creative that perform
- Conversion tracking you can trust when making decisions
- Creative learnings that transfer back into organic content
- A clear read on what each channel actually returns
Not included
Stated plainly so the scope is clear before anything starts. These sit outside paid media & advertising and are either quoted separately or handled by someone else:
Advertising budget itself, which is paid by you directly to each platform.
Landing page development. We will specify what a page needs to convert; building it is separate.
Guaranteed cost per acquisition. Targets are set from your data and reported against honestly.
Questions
about paid media & advertising
Can I choose only one service instead of everything?
Yes. Services can be taken individually, though they compound when combined. Content production without a strategy behind it, or paid media without conversion tracking in place, will underperform — we will say so during the call if we think a single service is the wrong starting point.
Who owns the content and ad accounts?
You do. Ad accounts stay in your ownership throughout, and source files for produced content are handed over on request. If the engagement ends, the accounts, their history, and the assets stay with you.
Is ad spend included in your fees?
No. Advertising budget is paid directly by you to the platforms and is separate from our management fee. This keeps your spend transparent and means the ad account remains under your control.
often paired with
These services are commonly taken alongside this one.
Free 30-minute strategy call
Interested in paid media & advertising?
Book a free 30-minute call. We'll look at your current setup, tell you whether this is the right starting point, and quote properly once the scope is clear.
Book a Strategy Call
No commitment · 30 minutes · Custom audit included