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Paid Media
Paid media that reports pipeline, not clicks
Search, social and feed campaigns run against the one number your board cares about: closed revenue per channel. Built on the same CRM and attribution plumbing we use for SEO and GEO, so paid and organic stop arguing over the same lead.
Overview
Most paid accounts optimise toward the cheapest conversion, not the best customer
Platform algorithms optimise for whatever event you feed them. Feed them “form submitted” and they will find the people most willing to fill in forms — students, competitors, job seekers, and the long tail of buyers who will never reach a sales call. The account looks healthy, cost per lead falls, and pipeline does not move. Our starting point is the opposite end of the funnel: we take qualified-opportunity and closed-won events out of your CRM, push them back into the ad platforms as the optimisation signal, and let the bidding chase those instead. Everything else — structure, creative, landing pages, feeds — follows from that one decision.
What’s included
- Account and structure audit against your actual sales stages
- Conversion and offline-event plumbing from CRM back into the platforms
- Search, social, feed and retargeting campaigns built and run
- Landing pages and offers built to match each campaign's intent
- Creative production and iteration cycles on the ad side
- A single reporting view where paid, organic and GEO sit together
Scoped from transparent pricing — retainer or project, no ‘contact us for a quote’.
Where the money goes
Channels we run, and what each one is actually good at
Channel choice is a function of how your buyers behave, not of what is fashionable. High-intent search captures demand that already exists; social and video create it; feeds and marketplaces convert comparison shoppers. Most B2B and considered-purchase accounts need two or three of these working together, and almost none need all of them at once.
Google Ads search
Captures demand that already exists. Highest intent, highest cost per click, smallest ceiling — and the first place to look when pipeline needs to move this quarter.
LinkedIn Ads
The only channel where you can target by job title, company and seniority with real accuracy. Expensive per click, patient by nature, best for ABM and long sales cycles.
Paid social
Meta, TikTok, Reddit and X: demand creation at low CPMs for products people can understand in six seconds, plus retargeting for the ones who can't.
Shopping and product feeds
Where catalogue quality beats bid management. Feed structure, titles, attributes and exclusions decide most of the outcome before anyone touches a campaign.
YouTube and CTV
Reach and recall for categories where the buyer needs to see the thing working. Measured on branded search and assisted pipeline, never on view-through alone.
Retargeting and lifecycle
The cheapest pipeline in the account, and the easiest to overspend on. Capped, segmented by stage, and switched off for anyone already in a deal.
We will tell you when a channel does not fit. If your addressable market is four thousand companies, programmatic display is not the answer, and we would rather say so in week one than bill you for it in month six.
Measurement
The plumbing comes before the campaigns
Nothing in paid media is harder to fix retroactively than measurement. If the first ninety days of spend were optimised toward the wrong event, that data is not just useless — it has actively trained the platforms to find the wrong people, and you have to unlearn it. So measurement is phase one, every time.
Event definition
We map your real sales stages first, then decide which of them belongs in the ad platforms as a conversion. Usually it is not the form fill.
CRM to platform
Offline conversion imports, enhanced conversions and the Conversions API, so closed-won deals flow back to the account that created them.
Consent and durability
Server-side tagging and consent mode configured so measurement survives tracking-prevention changes instead of quietly degrading.
Attribution honesty
A model you can explain to a CFO, with the known gaps stated. We would rather report a range than a precise number we cannot defend.
Lead quality feedback
Sales disposition flowing back as data, so “these leads are garbage” becomes a filter the bidding can act on rather than a complaint in a meeting.
One reporting surface
Paid next to organic and AI-assistant visibility in the same view, because the buyer does not experience your channels separately.
The work
What a paid media engagement actually contains
Not a retainer that buys you a weekly bid adjustment. Here is the actual shape of the work, month by month.
If an incumbent agency cannot show you which campaigns produced closed revenue last quarter, that is the gap this engagement closes first.
Fit
Who this works for, and who it does not
Paid media rewards some business models and punishes others. Being honest about which one you are is the cheapest decision available to you.
Works: considered B2B purchases
Sales cycles of weeks or months, deal values high enough that a few hundred in cost per opportunity is comfortable, and a CRM with real stage data.
Works: high-margin services
Where a single client pays back several months of spend, so you can afford to lose the first auction and still win the account.
Works: catalogue retail with margin
Product data you control, repeat purchase behaviour, and enough gross margin to survive marketplace fees and ad costs together.
Harder: low-ticket one-off sales
If lifetime value is under roughly the cost of two clicks in your category, paid search will not rescue the unit economics. We will say so.
Harder: no CRM discipline
If deal stages are not maintained, there is no signal to optimise against, and we are back to counting form fills. Fixable — but fix it first.
Harder: brand-new category
Nobody is searching for a thing they cannot name. Demand creation and content come first; search capture comes later.
Creative and offers
The ad is the cheapest variable, and the one most accounts never change
Bid strategy has a ceiling set by the platform. Creative does not. In a mature account, changing what the ad says and what it asks for moves cost per opportunity further than any bidding adjustment left available to you — and it is the part most retainers quietly skip, because producing new creative is work and adjusting bids is a dropdown.
Offer before copy
A demo request and a teardown of the prospect's own setup convert at different rates to different people. We test the ask, not just the adjectives around it.
Message testing at speed
Paid is the fastest message-testing instrument you own: a claim that wins in ads this month is the claim your sales deck and landing pages should carry next month.
Format discipline
Static, carousel, video and text each have a job. We build to the format's strength rather than cropping one asset into six placements and calling it a campaign.
A tested queue
New variants waiting before performance dips, so refreshes are scheduled work rather than a panic response to a bad week.
Objection-led angles
The reasons deals stall — price, switching cost, integration risk — make better ad angles than feature lists, because they are what the buyer is actually thinking.
Honest claims only
We write from your real numbers and your real customers. If a claim cannot be evidenced, it does not go in the ad, whatever it would do to click-through.
This is also where paid earns its keep for the rest of the programme: the winning angles become the briefs for organic content and for the pages we want AI assistants to cite.
Paid Media services
Pick the channel, or start with the audit
Google Ads management
Search, Performance Max and shopping, optimised against CRM stages rather than form fills.
LinkedIn Ads
Account-based targeting by title, company and seniority for long B2B sales cycles.
Paid social
Meta, TikTok, Reddit and X for demand creation and retargeting at workable CPMs.
Landing pages & CRO
Pages built per campaign intent, then tested — because traffic is not the bottleneck.
SEO
The organic side of the same demand, so paid stops paying for clicks you already own.
GEO
Visibility inside AI assistants, where a growing share of research now happens.
Questions
Paid media, answered plainly
Do you work on a percentage of ad spend?
No. Percentage-of-spend creates an incentive to spend more, which is the opposite of what you are hiring us for. We scope a flat fee against the work involved — number of channels, build complexity, creative volume — and it is published on our pricing page rather than quoted on a call.
How much budget do I need before this makes sense?
Enough that the account generates statistically useful data inside a month rather than a quarter. In practice that depends entirely on your cost per click, which depends on your category — a niche industrial term and a consumer finance term differ by more than an order of magnitude. We check your category's auction costs during the free audit and tell you the floor before you commit.
Can you work with our existing agency?
Yes, and sometimes that is the right answer — for example when they run the account well but have no measurement layer. We can build and own the tracking and reporting side and leave campaign management with them. We will also tell you plainly if we think the account itself is the problem.
How long until we see results?
Search capture can move inside the first month because the demand already exists. Demand-creation channels and long B2B cycles cannot — if your average sales cycle is ninety days, no amount of optimisation produces closed-won data faster than ninety days. We report leading indicators in the meantime and are explicit about which numbers are early signals rather than outcomes.
What happens to the account if we stop working together?
You keep it. Accounts, pixels, tags, feeds, audiences and the reporting build are created in your own platform accounts under your billing, and we work in them as a user. Nothing we build sits inside an agency container you cannot take with you.
Do you handle creative, or do we?
Either. We produce ad creative and iterate on it as part of the engagement, and we can also work from brand assets your team or another studio produces. What we will not do is run a channel that needs fresh creative weekly with a library of three images — we will flag that as the constraint it is.
How does this connect to the SEO and GEO work?
Through the same measurement layer and the same keyword and question research. Paid tells you within days which messages and queries convert; that evidence then shapes which organic and AI-assistant pages are worth building. Running them as separate programmes with separate reporting is how companies end up paying for clicks they already rank for.
Should we bid on our own brand name?
Usually yes, but not for the reason agencies give. The honest case is defensive: if competitors bid on your name, the top of the page belongs to them unless you are there. The dishonest case is the one where an agency reports brand-search conversions as incremental wins — those people were coming anyway. We separate brand and non-brand in reporting precisely so that distinction stays visible, and we will show you what the account looks like with brand spend stripped out.
What do you need from us to start?
Access to the ad accounts and analytics as a user rather than an owner transfer, read access to CRM stage data or an export of it, whatever creative assets and brand guidance exist, and one person who can answer questions about how deals actually close. The last item matters most and is the one usually missing — without it we are optimising against a guess about your sales process.
Do you run Performance Max and other automated campaign types?
Where they fit, and with the controls on. Automated campaign types work when the conversion signal feeding them is good, which brings it back to measurement — point Performance Max at form fills and it will find you form-fillers at scale. We use exclusion lists, asset group separation and brand filtering so the automation has boundaries, and we keep enough manual campaign structure that you can still see where money went.
Ready when you are
Let’s find your next 30% of growth.
A free audit across SEO, GEO, CRM & automation — no strings, no ‘contact for pricing’.