Paid media is the fastest lever in marketing and the easiest to waste. Spend goes out the door the moment a campaign goes live, so discipline matters from the first euro. We run PPC programmes that are judged on return, not on clicks or impressions. The question we answer every week is simple: did this spend make money, and how do we make it return more?
Where we deploy budget
We run paid search and paid social as one programme because buyers move between them. Search captures demand that already exists. Social creates demand that does not yet. Used together they cover the full journey from first awareness to a closed sale.
- Google Ads. Search, Shopping, and Performance Max for capturing high-intent demand.
- Meta. Facebook and Instagram for prospecting, retargeting, and creative-led demand generation.
- Supporting platforms. LinkedIn for B2B and Microsoft Ads where the audience justifies it.
Bidding toward profit, not volume
Modern ad platforms will happily spend your budget on cheap, low-value clicks if you let them. We do not. We feed the algorithms the right conversion signals so they optimise toward the outcomes that pay — qualified leads and profitable sales, not form-fills that go nowhere. Bid strategies are matched to each campaign's job, reviewed against actual margin, and adjusted as the data thickens. The goal is always a target return on ad spend you can build a budget around.
The page is half the campaign
You can win the auction and still lose the sale on a slow, vague landing page. Most PPC underperformance is a conversion problem dressed up as a traffic problem. We treat the destination as part of the campaign, not an afterthought. That means message-matched pages, fast load times, and a single clear action. Where the existing site cannot do the job, our development team builds dedicated landing pages that turn expensive clicks into customers.
Tracking that survives a privacy-first web
If you cannot measure a conversion, you cannot optimise toward it — and you certainly cannot prove ROAS. Tracking is where paid campaigns most often break. We build consent-aware measurement, use server-side tagging where it improves signal, and reconcile platform-reported numbers against what actually lands in your CRM or shop. The result is attribution you can trust when you decide where the next budget increase goes.
What we hold ourselves to
We report against the numbers that decide whether to scale.
- Return on ad spend, by channel and campaign
- Cost per qualified lead or acquisition
- Conversion rate from click to action
- Lifetime value of the customers paid media brings in
Paid works hardest when it is part of a wider plan. We position it inside your overall marketing strategy so the demand it captures is nurtured by email and reinforced by organic search rather than starting cold every time.
FAQ
What budget do I need to make PPC worthwhile?
It depends on your market's click costs and your margins, not on a fixed minimum. We model the maths before you commit and will tell you honestly if paid is the wrong first channel for you right now.
How soon can campaigns turn a profit?
Paid moves quickly — often within weeks. The first phase is a controlled learning period where we gather conversion data; profitability and scale follow once the platforms have signal to optimise against.
Can you take over an existing account?
Yes, and we usually start with an audit of the current account to find wasted spend and quick efficiency gains. To arrange one, talk to us about your current setup.