What’s your approach to optimising paid campaigns for better results?
We fix the measurement first, then the searches or audiences you're paying for, then budgets and creative. We check platform numbers against your CRM before moving budget. Want a quick read on whether current spend clears break-even? Try the spend check .
The order
- Measurement: only real leads and sales count as conversions.
- Waste: negatives, match types, duplicate campaigns and disapproved ads.
- Budget: move spend to what converts.
- Creative and pages: test last.
How we review
We can start with a read-only audit of a Google Ads account through the Google Ads API, with fixes ranked as act now, this week or backlog. We compare the platform's numbers with the CRM or shop orders.
This is part of our paid marketing service.
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
GA4Counts sessions and events. We check it against the raw data before we report from it.Reporting
Looker StudioWhere our client reports live: weekly and monthly dashboards the whole team can open, built on data we've checked.Reporting
Also worth asking
Other answers about the same tools.
What is technical and tracking infrastructure?
It's the set-up that counts what happens on your site and sends it where it needs to go: tracking tags, analytics, ad-platform conversions, your CRM connection and cookie consent, plus the hosting and security around your website.
How do you set up website analytics and tracking?
We agree with you what counts as a conversion, then set up Google Tag Manager and GA4, plus server-side tracking through Stape for sites that spend on ads. Before we hand over, we check the data is actually arriving.
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.
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.