Marketing Paid media
Google Ads, Meta, LinkedIn and Microsoft Ads, with conversion tracking that survives consent, audiences fed from your CRM, product feeds that stay valid, and reporting that reconciles with your store instead of with the platform.
Every platform counts generously and none of them knows about the others. The store is the only number that pays wages.
Why this matters
Ask Google and Meta how the same month went and the conversions they each claim will comfortably exceed the orders your store actually took. Neither is lying exactly; both are counting generously, and browser-side tracking has been losing events for years on top of that. An advertiser without independent measurement is tuning budgets against numbers produced by the party receiving the money. That is the problem worth fixing before any budget goes up.
Where the spend goes
The first question is whether you are capturing demand that already exists or trying to create it. Those are different platforms and very different budgets, and getting the answer wrong is more expensive than any amount of bid tuning.
Search, Shopping, Performance Max and YouTube. The place demand already exists, so it is usually where a first campaign belongs, and where feed quality decides most of the result.
Facebook and Instagram. Strong for catalogue retargeting and lookalikes built from real customer segments, weak when it is asked to create demand that was never there.
Expensive per click and occasionally the only place a B2B audience can be targeted precisely. Worth it when the deal size carries it, and rarely worth it when it does not.
Bing and its partners. Cheaper clicks and an older, often higher-intent audience. Frequently overlooked, and campaigns can usually be imported rather than rebuilt.
Useful for developer, community and hobbyist audiences that behave badly on the big platforms. Small budgets, close attention, and honesty about when it is not working.
The part most likely to be set up wrongly, usually because the audience definitions were never connected to what people actually did on the site rather than which page they landed on.
What we set up
Campaign setup is a week of work. What makes the difference over a year is whether the tracking is honest, the audiences are real, the feed is valid and somebody is told when it drifts.
Measurement
Server-side tagging, GA4 configured properly, consent mode, and offline conversions sent back when the sale completes days later. Browser-only tracking has been quietly under-reporting for years, and decisions are being made on what survives it.
Optimise on what happened, not what a cookie caught.
Audiences
Customer match and lookalikes built from real segments, and suppression lists so you stop paying to re-acquire people who already bought. Most accounts we look at have never had suppression set up at all.
Stop buying clicks from existing customers.
CRM implementationFeeds
WooCommerce to Google Merchant Center and Meta catalogue, with attributes, variants, stock and pricing kept current. Feed rejections are the most common reason Shopping and Performance Max quietly stop spending on your best products.
The catalogue in the ads matches the shop.
Setup
Account and campaign structure, naming conventions, negatives, geo and schedule rules, set up so that in six months somebody can still tell which spend produced which result without reverse engineering it.
An account your team can actually inherit.
Automation
Budget guards, bid rules, pause conditions on the campaigns that drift, alerts when spend or cost per acquisition moves outside a band you set. Automated bidding still needs a supervisor, and the supervisor should not have to be a person refreshing a dashboard.
Bad days get caught in hours, not at month end.
Reporting
Google and Meta will both take credit for the same sale. Independent reporting joins ad spend to orders in your own store, so blended cost per acquisition and payback come from your data rather than from the platforms marking their own homework.
One number everyone agrees on.
What it costs
Ad budget goes to the platforms, not to us. What we quote is the build: one clean channel with correct tracking and a multi-channel account with feeds and custom reporting are very different projects. Here is what moves the number.
What moves the number
Small, well-defined work is usually better handled as an hourly block than scoped as a project, and we will say so rather than inflate it into one.
Rough idea to delivery
Quick enquiry
Tell us which platforms you are on and roughly what you spend a month. If your platform conversions do not match your store orders, say so, because that is usually the first thing worth fixing.
Prefer the full form? Start a project
Common questions
We set up the campaigns and build the machinery around them: tracking, audiences, feeds, automation rules and reporting. Ongoing management is available where it makes sense, but the value we add is engineering rather than daily bid tinkering, and we would rather leave you with an account your own team or agency can run than make you dependent on us for it.
Often not yet, and we will say so. For most product companies organic and lifecycle compound better in the early period, and paid amplifies whatever is already working rather than fixing what is not. If the funnel behind the click does not convert, paid spend just buys you the same result faster and more expensively.
Google Ads including Search, Shopping, Performance Max and YouTube, Meta across Facebook and Instagram, LinkedIn Ads, Microsoft Ads, and Reddit. The right mix depends on whether you are capturing demand that exists or trying to create it, and those are very different budgets.
Yes, and it is the most common thing we are called in for. Platform-reported conversions almost never match store orders, partly because each platform claims credit generously and partly because browser-side tracking loses a real share of events. Server-side tracking and offline conversion imports close most of the gap, and independent reporting settles the rest.
Yes, and it is usually the fastest saving available. Customer match audiences, lookalikes built from segments that mean something, and suppression lists so existing customers stop being advertised to. Most accounts we review have never had suppression configured, which means part of the budget is spent re-acquiring people who already bought.
This is estimated against scope rather than sold at a list price, and it is separate from your ad spend, which goes to the platforms rather than to us. A single-channel setup with clean tracking and a multi-channel account with feeds, server-side tracking and custom reporting are very different projects.
Where to go next
Next step
A discovery call is free. Bring access to your ad accounts and your store numbers, and the first useful answer is usually how far apart they are.
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