Service 01 · Paid Ads
Paid media that is measured to the booked call.
We plan, build and manage campaigns across search, social and travel metasearch, with every euro tracked through to qualified enquiries and revenue.
About this service
What Paid Ads covers
Paid media is the fastest way to add demand to a business, and the fastest way to waste budget when the rest of the system is not ready for it. We treat each campaign as the first stage of a revenue process, never as a traffic source on its own.
That means tracking beyond the click: which campaigns produce enquiries your team can close, what those enquiries are worth, and where they stall. Budget moves towards what converts to revenue, and away from what only looks good in a platform dashboard.
Signs you need it
Does any of this sound familiar?
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Symptom 01
Cost per lead keeps rising
Budgets grow each quarter, yet the number of qualified enquiries stays flat and nobody can explain why.
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Symptom 02
Reports stop at clicks
You see impressions, clicks and platform conversions, but not which campaigns produced paying customers.
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Symptom 03
Traffic lands nowhere useful
Campaigns send visitors to pages and processes that were never designed to convert them.
Each of these is a symptom. The cause usually sits one stage earlier in the engine, and finding it is the purpose of a strategy call.
Find the cause on a strategy callWhat is included
The work, specified.
Every engagement is scoped to your constraint. These are the components we draw from.
- Channel strategy and budget modelWhere to spend, how much, and the cost per acquisition each channel must stay under.
- Account architecture and campaign buildGoogle Ads, Meta and LinkedIn structured around your margins and buying cycle.
- Conversion tracking and attributionGA4, tag management and offline conversion imports so revenue flows back to the campaign.
- Landing page and offer testingStructured tests on the page and the offer, not only the ad.
- Ongoing optimisationSearch terms, audiences, bids and creative reviewed on a fixed cadence.
- Revenue reportingMonthly reporting on qualified enquiries, pipeline and return on spend.
How it runs
Four steps, in this order.
Each step has an output you can review before the next one starts.
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01
Audit
Review account structure, tracking accuracy and wasted spend.
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02
Rebuild tracking
Connect campaigns to enquiries and revenue before scaling anything.
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03
Launch and test
Restructure campaigns and test offers against a clear hypothesis.
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04
Scale what converts
Shift budget to the campaigns that produce revenue, and keep cutting the rest.
What we measure
- Cost per qualified lead
- Return on ad spend
- Enquiry-to-call rate
- Blended acquisition cost
By sector
How Paid Ads works in your market.
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Travel
Direct-booking campaigns that cut OTA commission for hotels, and high-intent search that fills trips and departures for travel agencies and tour operators.
Travel in detail -
E-commerce
Shopping and catalogue campaigns structured around product margin, so growth in revenue is also growth in profit.
E-commerce in detail -
Professional services
Lead generation for high-value services where a single client justifies a longer, more considered sales cycle.
Professional services in detail
The question we will answer on your call
How much of your ad spend reaches a qualified conversation?
Many businesses cannot answer this with confidence. On the call we look at your account structure and tracking, and show you where to find the answer and what it usually means for your budget.
One conversation. A clear first move.
Which platforms do you manage?
Google Ads (search, Performance Max and shopping), Meta, and LinkedIn for B2B offers. For hotels and tour operators we also plan metasearch where it fits. We recommend the channels your buyers actually use, not every channel available.
Do you require a minimum ad budget?
We size the budget to your goals and your margins during the strategy call. If paid media is not the right first step for your business, we will say so and tell you what to fix first.
How soon should we expect results?
Tracking and structural fixes often show in the first reporting cycle. Stable, scalable performance takes longer, because campaigns need enough conversion data to optimise against.
Works well with