Stage 05 · Get Attention
Paid Advertising & Data
Controlled acquisition: ads, landing page, conversion, tracking and optimisation as one system.
“People need to discover the business.”
Ad spend without proper tracking is money spent blind. Plenty of agencies will run your Meta or Google Ads campaign; fewer will make sure GA4 and conversion tracking are actually wired up correctly first, which means you can't tell if the campaign is working or just spending.
We treat tracking infrastructure as a baseline requirement, not an upsell. GA4 and Meta Pixel implementation come first on every engagement. From there, campaigns are built and managed around lead generation with strict ROI tracking, and a live dashboard removes the "black box" complaint that dogs the industry.
Signs this is what you need
- You're spending on ads but can't say what a lead or customer costs
- Conversion tracking was never set up, or nobody has checked it lately
- You need enquiries soon, before SEO has time to compound
- Your agency reports clicks and impressions rather than leads and revenue
When you probably don't need it
- Tracking is broken: fix measurement first, then spend
- The landing experience converts poorly: more traffic just buys more bounces
- Margins can't support the cost of a lead in your market
Telling you this is part of the job.
Channels
Google Ads and Meta Ads, used for what each is good at
- Search campaigns: capture people already looking for what you do
- Display and video: reach and reminders, judged on assisted results rather than last clicks
- Meta campaigns: demand creation and lead generation on Facebook and Instagram
- Retargeting: bring back visitors who didn't convert, without following them around the internet
- Lead-generation campaigns connected to a CRM or inbox that's actually monitored
Measurement first
The numbers that matter, and what each one answers
Cost per lead tells you what an enquiry costs. Conversion rate tells you how well the page turns visits into enquiries. Customer acquisition cost tells you what a paying customer costs once leads that never buy are counted. Return on advertising spend relates revenue to spend, and only means something if revenue is actually attributed.
Attribution is never perfect, and we'll say where it's uncertain. The aim isn't a flawless model. It's decisions based on evidence instead of guesses.
- Conversion tracking and GA4 event design
- Landing pages built and tested for the specific campaign
- A/B testing with a clear hypothesis and enough volume to mean something
- Campaign optimisation reviewed on a cadence, with changes explained
Is your ad spend pulling its weight?
Enter your own figures for a month (or any period). Nothing is stored or sent. There are no benchmarks here because what counts as good depends on your margins.
Total spent on the campaigns
Only count ones you can confirm came from ads
Cost per lead
—
Spend ÷ leads
Lead → customer rate
—
Customers ÷ leads
Customer acquisition cost
—
Ad spend only; excludes labour and other costs
Return on ad spend
—
Revenue ÷ spend, not profit
Revenue isn't profit, and ad-platform attribution is imperfect. Treat these as directional numbers to compare month on month, and check them against your own records.
How It Works
How we deliver Paid Advertising & Data
Tracking setup
GA4 and Meta Pixel implemented and verified before a single dollar of ad spend goes live.
Campaign build & launch
Lead-generation campaigns built around your actual sales process, not a generic template.
Live reporting
A client-accessible dashboard plus a written, plain-English performance summary every month.
What's Included
Every engagement includes
Lead-focused campaigns
Meta Ads and Google Ads management focused on lead generation, with strict ROI tracking from day one.
Tracking as baseline
GA4 implementation and Meta Pixel/conversion tracking are set up and verified before campaigns launch.
Live dashboards
Custom Looker Studio dashboards giving you live visibility into spend and results.
Plain-English reporting
A monthly performance summary written for a business owner, not a marketer, plus a live, client-accessible dashboard link.
The Deliverable
A live, client-accessible dashboard link plus a monthly performance summary written in plain English.
Common Questions
Before you get in touch
Is ad spend included in the retainer?
No. Ad spend is billed directly to the platform by you, separate from our fees. That keeps the incentive clean: we're paid for the work, not a cut of your spend.
What if my current tracking is a mess?
Common, and it's the first thing we fix. Campaigns don't launch until GA4 and conversion tracking are verified working.
Can I see the dashboard myself, or do I have to ask for updates?
It's a live, client-accessible link, so you can check it whenever you want, not just when the monthly report lands.
Read before you decide
Guides behind this service
- When Nobody ConvertsFix Your Tracking Before You Spend Another Dollar on AdsAdvertising without measurement is paying money to discover that money can disappear. What to set up first, and how to check it actually works.
- When You Need More AttentionSEO vs Paid Advertising: When Each One Makes SenseOrganic search and paid search solve different problems on different timescales. How to choose, and why the best answer is often 'both, in the right order'.
Related Services
Often paired with Paid Advertising & Data
Tell us what isn't working.
You don't need to know exactly what you need. We'll work out what actually needs to be built, fixed, improved or changed, and tell you if the answer is 'nothing'.
Plan how to get noticed