How do I know if paid marketing is right for my business?
Paid marketing works when you know what a customer is worth, people are looking for (or would respond to) what you sell, and you can see which ad brought each customer. If one of those is missing, we'd sort that first. Want to size a starting budget from what a customer is worth? Try the budget planner .
Three things to check first
What a customer is worth after costs. That sets what a lead can cost and still pay back, and Pacing Numbers works it out from your revenue and margin.
Whether there's demand. If people search for what you sell, Google Search can catch them. If they don't, Meta or LinkedIn can reach them, but expect to test before it works.
Whether you can see the result. Each lead needs to arrive in your CRM with the ad that brought it, and calls need tracking too, or you can't tell what's working.
When we'd say wait
If the site doesn't turn visitors into enquiries, or the tracking is broken, more spend only buys more of the same. We'd fix those first. Our own set-up shows what we aim for: site forms and Meta leads go straight into our CRM, and tracking numbers show which ad made the phone ring.
See our paid marketing service.
Want to size a starting budget from what a customer is worth? Try the budget planner.
The tools in this answer
Google AdsSearch for leads, Shopping and Performance Max for online shops. Conversion goals match what the business actually counts, and real leads and sales go back to Google.PPC
MetaReaching people who aren't searching yet, and following up the ones who left, once the website and tracking can take the visits. Conversions go in from the server.PPC
LinkedInAds for B2B clients whose buyers are best found by job title and company. We check the list match before spending, then follow the leads into the CRM.PPC
Also worth asking
Other answers about the same tools.
What is paid marketing and how does it work?
Paid marketing means paying to put your business in front of people, usually through ads on Google, Meta or LinkedIn. You set a budget and an audience, and you pay per click or per thousand views. The hard part is knowing which ads bring customers.
What platforms do you use for paid marketing campaigns?
Google Ads and Meta (Facebook and Instagram), plus LinkedIn for B2B work. We use Microsoft Ads where a campaign needs it. Which ones we use depends on whether people search for what you sell.
How much should I budget for paid marketing?
Start from what a customer is worth to you and what a lead costs in your market. The budget then needs to be big enough to get meaningful conversions in a month, and small enough that you can afford to find out it isn't working.
Want a quick starting figure from your revenue and a growth goal? Try the budget planner.
What is ad platform integration and why does it matter?
Ad platform integration means joining your website, tracking and CRM to the ad platforms, so they receive the leads and sales that came from their ads. Without it, bidding learns from clicks and form fills instead of customers.
What’s the difference between paid search and paid social campaigns?
Paid search (Google Ads) shows your ad to people typing a query. Paid social (Meta, LinkedIn) shows it to people browsing. Search catches demand that's already there, and social creates interest in something new.
Still have questions?Talk to us
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.