Paid Ads and PPC Management, Measured on Return

Enough to get statistically meaningful data, and not more until the campaign proves it returns. We'd rather start smaller, get the tracking and targeting right, and scale spend against evidence than pour budget into an unproven campaign. The right number depends on what a lead is worth to you, which we work out first.

Because the ad is only half of it — the landing page it points at usually decides whether the click converts, and most agencies can't change that page. We can build or fix it, set up conversion tracking properly, and close the loop from click to enquiry, which is where paid budgets most often leak.

Cost per lead, and ideally cost per qualified lead. Clicks and impressions are easy to buy and tell you almost nothing about whether the spend works. We set up tracking from click through to enquiry so the report answers the only question that matters — what did a customer cost.

Traffic is immediate; results that are worth scaling take a little longer, because the first weeks are spent getting tracking, targeting and the landing page right. Anyone promising instant profitable campaigns is skipping the part that makes them profitable.