Account Structure & Budget
Campaign and ad group architecture designed around margin, not template convenience. Budget is allocated to the terms and geographies that can actually pay back.
Pillar 02 · Immediate Demand
Paid Advertising & PPC
Overcome stiff competition, drive growth, and reach new high-intent customers with smart targeted ads built for profitable margins. Paid search can show movement in as little as 30 days. Which is why it is the right answer when organic is too slow.
Why Paid
Built For Immediate Demand
Paid media is the only channel where you can buy certainty of attention this month. The discipline is in not wasting it, which is where most accounts actually leak money.
Search, Shopping & PMax
Standard search, Performance Max and Shopping campaigns run as one system, so the automated layers learn from data the hand-built campaigns generate.
Meta CAPI & Advantage+
Server-side Conversion API implementation and Advantage+ catalogue architecture, so Meta stops losing conversions to browser restrictions and blocking.
Creative Testing
Structured creative testing against ROAS rather than engagement. Ads are a creative medium; the account structure is how the creative gets a chance to work.
Tracking & Attribution
Server-side GA4 and conversion tracking set up before spend starts. Advertising without trustworthy measurement is just buying traffic.
Weekly Reallocation
Weekly performance review and budget reallocation. Your competitors bid against you weekly, so a monthly review is already behind.
Networks
Where We Run Media
Four networks, one strategy. Each is chosen for what it is actually good at rather than because it is the default.
Google Ads
Meta Ads
Instagram
YouTube Ads
Microsoft Advertising
LinkedIn Ads
Outbrain
Microsoft Advertising is under-used by most competitors. Bing commercial search, Copilot generative results and LinkedIn profile targeting reach lower CPCs and more affluent commercial demographics. A genuine structural advantage when you are in B2B.
Process
How A Paid Account Is Run
Unit Economics First
Before we touch an account we establish what a customer is worth, what you can afford to pay for one, and what margin you need to protect. A target cost per acquisition that ignores margin is not a target.
Measurement & Tracking
Server-side GA4 and conversion tracking configured and verified. We find the broken conversions in your existing account first, because they distort every bid decision that follows.
Build & Launch
Structure, creative and landing pages built together, with the message match between ad and page treated as a conversion-rate problem rather than a copy problem.
Optimise & Reallocate
Weekly performance review against margin targets, with budget moved to what is working and cut from what is not. Creative is refreshed on a schedule, because frequency fatigue kills performance quietly.
Proof
4.8x Return On Ad Spend
A commercial fit-out business scaling nationally without losing identity control or wasting budget on scatter-gun marketing.
“ Anna and her team have always provided fantastic results at realistic prices. Anna's knowledge of websites is incredible, and her advice is always practical and on target.”
+407.9%Revenue (Online)4.8xReturn On Ad Spend
10+
Years Paid Media
Google, Meta and Microsoft Ads expertise across 746+ global clients.
30 days
Typical To Movement
Paid Ads and re-engagement campaigns can often show results in as little as 30 days.
5.0
Google Rating
Verified 5-star feedback from business owners, founders and clinic directors.
Questions
About Paid Media
There is no universal figure and we will not pretend otherwise. What matters is whether the budget can produce enough conversions to give the algorithms signal. The audit models this against your margin so you get a real answer, not a hopeful one.
No. Management fees cover strategy, configuration, monitoring, reporting and optimisation. Advertising and media spend is separate and billed either directly to the platform or passed through where agreed, so you keep visibility of the full picture.
Yes, and we usually start there. An inherited account usually has broken tracking and misallocated budget, both of which we find in the first audit pass.
Almost certainly some. Refreshed creative is a standing requirement, not a one-off. If you have no in-house capacity we produce it, and the 4.8x return on ad spend case above came from paired creative and account work.
Related
Where This Fits
Stop Paying For Traffic That Does Not Convert
The free growth snapshot benchmarks your current spend and conversion rate against local competitors, and shows exactly where the budget is leaking.
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