PPC and paid social campaigns measured from click to sale

Start where your buyers already show intent. If people search for what you sell, Google Search usually comes first because it reaches demand that already exists. Meta and TikTok suit products that sell on sight or need demand created, LinkedIn suits B2B offers where job title and company size matter, and YouTube works when a short video explains the offer well. We would rather test one or two platforms properly than spread a small budget across five.

Ad spend is separate from our fee and is paid by you directly to Google, Meta or the other platforms. The right budget depends on click costs in your market, how many conversions the platform needs to learn and what a customer is worth to you. During discovery we size a test budget that can produce readable data. Our fee covers setup, tracking, landing pages, optimisation and reporting, and we give a fixed quote once scope is clear.

Clicks start within days, but reliable judgements take longer. Automated bidding needs a run of conversions before it settles, and you need enough leads to see which campaigns produce customers rather than just enquiries. How long that takes depends mainly on budget, click costs and how often visitors convert. We check search terms, placements and lead quality daily in the early weeks, then make larger structural decisions once the data supports them.

No honest figure exists before we see your data, but you can calculate the return you need. Break-even return on ad spend is one divided by your gross margin, so if your margin is 40 per cent, every £1 of ad spend must bring in £2.50 of sales just to break even. We set targets from that threshold and report actual return by campaign. Pricing, competition and sales follow-up also shape the result, and they sit outside the ad account.

Usually yes when competitors or resellers bid on your name, and often not when nobody else appears for it. Brand clicks are cheap and protect the top of the results page, but some of those visitors would have clicked your organic listing anyway. We check auction insights to see who competes for your name, keep brand and non-brand campaigns separate so brand does not flatter overall results, and can pause brand ads in a controlled test to measure what they add.

Performance Max can suit online stores with a clean product feed and steady conversions, but it should not replace Search campaigns by default. One campaign serves ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps, which is efficient but harder to inspect. When we use it, we add brand exclusions and negative keywords, split campaigns by margin or product group, and keep standard Search running for the queries you need to control directly.

Each tool applies its own attribution rules, so the same sale can be credited more than once. Ad platforms count conversions within their own click and view windows and may add modelled conversions for visitors who declined cookies, while Google Analytics shares credit across channels using its own model. None of these views is wrong, but none is a ledger. We reconcile them against your CRM or order system and report from that source of truth.

Yes. New accounts are created in your business's name, existing ones stay there, and you keep the top admin role. We work through manager or partner access in Google Ads, Meta, LinkedIn and TikTok, so you can remove us at any time without losing campaign history, conversion data, pixels or audiences. Landing pages and tracking configuration are documented and handed over as part of the work.

Both can work, and we decide per campaign. Existing service or product pages are fine when they load quickly on mobile, match the ad's promise and make the next step obvious. When they do not, we build dedicated landing pages on WordPress or Next.js with one clear action, tracked forms and call buttons. For businesses running many offers, we set up reusable templates your team can duplicate for each new campaign.

We remove waste at the targeting level first, then review it continuously. On Google that means checking search terms, building negative keyword lists, targeting people physically present in your area rather than merely interested in it, and scheduling ads to the hours you can answer. On social platforms it means excluding existing customers where sensible, removing placements that send low-quality traffic and watching frequency so audiences are not saturated.

Yes, and an audit is the sensible first step. With read access we review account structure, conversion settings, search terms, audiences, bidding, landing pages and change history, then give you a written list of issues in priority order. If you continue with us, we plan the handover so live campaigns keep running, ownership moves to your business and tracking is fixed before any major restructuring.

Yes, but each market usually needs its own campaigns rather than one shared setup. Click costs, languages, preferred contact channels and platform mix differ by country, so budgets and bids are set per market and ads are written for each audience. A Google Ads account's billing currency cannot be changed after it is created, which sometimes justifies a separate account per country. Landing pages are adapted for each market too.

We fix the cause and, where a policy has been misapplied, appeal the decision. Healthcare, financial services, gambling and alcohol are restricted categories on Google and Meta, some require advertiser verification before ads can run, and Meta limits targeting options for housing, employment and financial products ads. We check policies before writing ads, monitor disapprovals daily and keep landing page claims consistent with the ads so reviews pass.