Performance Marketing Services
Most paid media reporting measures the ad platform's opinion of itself. We measure what reached your pipeline.
Five-plus years running paid media across Google, Meta and LinkedIn, for businesses in India, the US, the UK, Australia and the GCC.
The gap between a good dashboard and a good quarter
Ad platforms grade their own homework. Google will tell you conversions are up; Meta will attribute the same lead to itself; both will count a form fill from someone who will never buy. Meanwhile the number that matters — qualified pipeline per rupee or dollar spent — sits in a CRM nobody has connected to any of it. Almost every underperforming paid account we inherit is not badly built. It is optimising sincerely toward the wrong target.
Key takeaways
- We instrument the CRM handoff before touching bids, so optimisation targets qualified pipeline rather than raw conversions.
- Landing pages and CRO sit with the same team as the media buying — most wasted spend is a landing page problem, not a targeting problem.
- Management is a flat monthly fee, not a percentage of spend, so our incentive is not to grow your budget.
- Expect meaningful signal in 4-8 weeks on search, longer on paid social where the learning phase and creative volume dominate.
We fix measurement before we fix campaigns
The first few weeks of most engagements are unglamorous: conversion actions audited and de-duplicated, offline conversion import wired up so closed deals flow back to the platforms, UTM discipline enforced, and a single source of truth agreed on for what counts as a lead. Only then does bidding start to mean anything, because the algorithms are finally being fed outcomes you actually care about.
This ordering is not fussiness. Feed a smart bidding strategy noisy conversion data and it will confidently optimise toward the noise — spending more to acquire exactly the leads your sales team dislikes most.
Search, social and LinkedIn each earn their budget differently
Google Ads is demand capture. Someone is already looking; the job is to be there, be relevant, and not overpay for terms that never convert. The wins are usually in search term hygiene, match type discipline, and killing the long tail of near-miss queries that quietly absorb a third of the budget.
Meta Ads is demand creation, and it is a creative problem far more than a targeting one. Modern Meta targeting is largely the algorithm's job; your leverage is volume and variety of creative, and a landing experience that matches what the ad promised.
LinkedIn Ads is expensive and worth it only when the deal size justifies it. We are direct with clients about this: if your average contract value cannot carry a high cost per lead, the budget is better spent elsewhere, and we will say so before taking it.
Landing pages and CRO are not a separate project
Splitting media buying from landing page work is how accountability disappears — the media team blames the page, the web team blames the traffic, and nothing changes. We keep both. That means building dedicated pages per campaign theme, testing the parts that actually move conversion rate (offer, headline, form length, proof), and leaving alone the parts that do not (button colours, hero animations).
It also means we will sometimes recommend spending less. If a page converts at half what it should, doubling budget doubles the waste. Fixing the page first is cheaper than buying your way past it.
How we charge, and why it matters
Management is a flat monthly fee based on scope and number of platforms, not a percentage of ad spend. Percentage-of-spend pricing quietly rewards an agency for growing your budget whether or not that is the right call, and it makes "you should spend less here" a conversation against our own interest. We would rather be able to say it plainly.
We are also happy to run paid media as a white label service behind another agency's brand, under NDA, with reporting formatted for their client.
What we need from you
Access to the ad accounts rather than a new one built from scratch, so history is preserved. Access or a defined handoff to whatever holds your closed-won data. And a straight answer on what a good lead looks like — not the marketing definition, the one your sales team would recognise. Programs stall most often because that last question never got answered clearly, and everything downstream inherits the ambiguity.
Regulated categories
Healthcare, pharmacy, finance and legal all carry platform restrictions that shape what can be said and targeted, and getting it wrong risks account suspension rather than just poor performance. We have run paid programs in several of these and treat compliance review as part of campaign build rather than a legal step bolted on afterwards — our guide to Google Ads for healthcare covers what the restrictions actually look like in practice.
Frequently asked questions
No. Management is a flat monthly fee based on scope and number of platforms. Percentage-of-spend pricing rewards an agency for growing your budget regardless of whether that is the right call, and it makes recommending lower spend a conversation against our own interest.
On Google Ads, meaningful signal usually appears within 4-8 weeks once measurement is clean. Paid social takes longer because the learning phase and creative iteration dominate early performance. The first few weeks of any engagement go into measurement and tracking rather than performance changes.
Yes, and we prefer it. Starting a fresh account throws away conversion history the bidding algorithms rely on. We take access to what exists, audit it, and rebuild inside it where needed.
Both, with the same team. Splitting them is how accountability disappears — the media side blames the page, the web side blames the traffic. We build dedicated pages per campaign theme and run CRO on them as part of the engagement.
Yes. We run paid programs unbranded under NDA for partner agencies, with reporting formatted for their client and no direct contact with that client at any stage.
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