Paid media

Media buying built around one north-star metric

Cost per qualified lead for B2B. Cost per acquired customer for e-commerce. Everything else on the dashboard is interesting — nothing else on the dashboard pays the bills. We build paid media programs that point every optimisation lever at the one number your CFO actually cares about.

What we run

• Google Ads — Search, Performance Max, YouTube, Demand Gen. We still split-test by campaign type because Google’s blended recommendations are optimising for Google’s revenue, not yours.
• Meta (Facebook & Instagram) — Advantage+ Shopping where it earns it, manual campaign structures where it doesn’t. Creative iteration every fortnight at minimum.
• LinkedIn Ads — for B2B where the cost per click is painful and every click had better be worth it. Sales Navigator audiences, match-to-CRM feedback loops, pipeline-weighted reporting.
• YouTube & TikTok — brand + demand hybrid campaigns with creative briefs we actually write, not generic “make a video” templates.
• Reddit, X, Pinterest — where they genuinely fit. We’ll tell you if they don’t.

Tracking rebuilt for the post-cookie, post-iOS era

This is the work nobody sees on the invoice line, but it’s the work that makes everything else possible. In the last 18 months, measurement broke harder than at any point since Apple’s IDFA decision. We rebuild it properly:

• Server-side Google Tag Manager with enhanced conversions and consent-mode v2.
• Meta Conversions API paired to your source of truth, deduplicated, offline-conversion uploaded.
• Modelled attribution to fill the gap where third-party cookies used to live.
• Consent orchestration that actually complies with AU Privacy Act and incoming EU standards.
• Pipeline-weighted reporting so B2B doesn’t trust “lead volume” alone.

What’s new in the last 12 months

• Performance Max optimisation playbooks — after two years of PMax, we’ve built a stable of asset-group structures that outperform Google’s defaults for specific campaign types.
• AI-generated creative at scale — static and video, produced from brand templates, iterated weekly. With a human edit pass before anything goes live.
• Incrementality testing — geo-split tests for brands big enough to run them; PSA tests for brands that aren’t. Real signal about whether the ads are actually incremental or just harvesting existing demand.

Pricing

Paid media management starts at $1,800/month as a flat fee — we don’t charge a percentage of your ad spend, because that creates exactly the wrong incentive. Ad spend goes directly to Google or Meta, not via us. Audits (ad-account health check + measurement review + opportunity list) are quoted one-off from $2,400.

What we won’t do

We won’t run campaigns to vanity metrics (impressions, CTR in isolation). We won’t keep running a losing channel because the retainer needs it. We won’t make claims in ads your legal team can’t defend. We won’t promote dark patterns in landing pages — if the only way the funnel works is by trapping people, the funnel doesn’t work.