Paid Campaigns Managed Against Cost Per Lead
Search, Performance Max, remarketing and Meta lead-gen campaigns, built on tracking that actually works — so the report tells you what a customer cost, not how many clicks you bought.
- Ad spend billed to you, never marked up
- You keep ownership of both ad accounts
- Optimised weekly, not left on autopilot
Campaign Types We Build And Run
Paid Is the Fastest Channel to Test — and the Fastest to Waste
Most underperforming accounts we inherit are not broken because of bad bidding. They are broken because nobody defined what a conversion is, the campaigns lump every product into one ad group, the search terms report has never been opened, and the ads point at a homepage that answers none of the questions the searcher just typed.
Fixing those four things usually moves cost per lead further than any clever bid tweak. That is where we start on every account, new or inherited.
See how an engagement runsWhat We Actually Run, and When
Not every business needs every campaign type. We pick the ones that match how your customers decide, and add others only once the first ones pay for themselves.
Google Search
The highest-intent inventory there is: someone typing what you sell, right now. Tightly themed ad groups, exact and phrase match on the terms that convert, and ad copy that repeats the searcher's own words back to them.
Performance Max
Google's automated campaign across Search, Shopping, YouTube, Display and Gmail. Powerful when it is fed good asset groups, strong conversion signals and exclusions — and a budget shredder when it is not, so we never launch it first.
Display Remarketing
Cheap, patient reminders for people who visited a product or pricing page and left without enquiring. Audience windows are matched to your real sales cycle, with frequency capped so you stay useful rather than irritating.
Meta Lead-Gen Campaigns
Instant forms and click-to-WhatsApp campaigns on Facebook and Instagram, for categories where people will hand over a number but will not sit through a landing page. We add qualifying questions so the sales team is not buried in junk enquiries.
Meta Traffic & Awareness
For launches, new locations and festival offers where demand has to be created rather than captured. Judged on what happens after the click — landing page engagement and enquiries — never on reach alone.
Call-Focused Campaigns
For businesses whose customers phone rather than fill in forms. Call extensions and call-only campaigns scheduled to your office hours, with a tracking number so the report counts calls the same way it counts form submissions.
Four Things We Fix Before a Single Rupee Is Spent
Launching fast into a badly prepared account is the most expensive shortcut in digital marketing.
Conversion Tracking First
Form submissions, calls and WhatsApp clicks defined as conversions in GA4 and imported into Google Ads and Meta. Without this the bidding has nothing to optimise towards and the report has nothing honest to say.
Keyword & Audience Research
We separate the terms that buy from the terms that browse, check what they realistically cost in your city, and build Meta audiences from your own customer lists, site visitors and lookalikes rather than broad interest guesses.
Account Structure
Campaigns split by service line, margin and geography so budget can be moved deliberately. Tight ad groups so every ad matches its keyword. Separate budgets for brand and non-brand traffic, so brand clicks never flatter the numbers.
Landing Page & Offer
Each campaign points at a page that repeats the promise in the ad, answers the obvious objection, and puts a form, phone number and WhatsApp link above the fold. If a page is not good enough to send paid traffic to, we say so before spending.
Leads per Campaign, Not Clicks per Account
An account-level cost per click tells you almost nothing. The useful question is which campaign, which ad group and which search term produced an enquiry that your sales team would call back — and what each of those cost.
So the paid section of your monthly report opens with leads by campaign, cost per lead, and the spend we stopped. Brand search is always reported separately, because counting people who already knew your name as new demand is the oldest flattering trick in agency reporting.
See how reporting worksWhat Optimisation Actually Looks Like, Week by Week
Paid accounts decay when they are left alone. This is the maintenance schedule every account we run is on.
Every week — search terms and negative keywords
We read the search terms report and add negatives for everything irrelevant: free, jobs, salary, DIY, competitor names, wrong city, wrong product. On a broad-match campaign this is the single most valuable recurring task, and skipping it is how budgets quietly leak. Negative lists are kept shared across campaigns so a term blocked once stays blocked.
Every week — budget pacing
We check spend against the monthly budget so nothing overshoots in week two and goes dark in week four. Where one campaign is producing leads at half the cost of another, budget moves towards it rather than sitting in a plan agreed a month ago.
Every fortnight — creative and ad copy testing
New headline and description variations on Search, new image, video and primary text variations on Meta. One deliberate change at a time so the result is readable, and enough time on each test that we are not reacting to noise. Meta creative fatigues faster than search copy, so it is refreshed more often.
Every month — bid strategy and structure review
Bid strategies are reviewed against the conversion volume they actually have to learn from: manual or maximise-clicks while data is thin, target CPA or target ROAS once there is enough of it. Campaigns that cannot be made to work get paused rather than tolerated, and the budget goes somewhere it can earn.
Every month — report and review call
One report covering every channel, a short call to walk through it, and a written plan for the coming month. You always know what changed, why, and what we intend to try next.
Your Ad Budget Is Not Our Fee
This trips up more first-time advertisers than anything else, so we state it plainly on every proposal.
Paid to us
The Management Fee
A flat monthly fee for the work: research, build, tracking, weekly optimisation, creative production, reporting and the review call. Quoted up front, month-to-month, and it does not change because you increased your budget.
Paid to Google and Meta
The Ad Spend
Billed by Google and Meta directly to your card or account, inside ad accounts you own. It never passes through us, we take no percentage of it, and you can see every charge yourself in the billing section of your own account.
Decided together
How Much to Spend
Set by what a click costs in your category and how many leads you need, not by a template. We recommend a starting figure, agree it with you, then adjust once real cost-per-lead data exists rather than guessing twice.
What we will not do
Mark Up Your Spend
No commission on budget, no hidden percentage, and no incentive for us to recommend spending more than the account can justify. If a campaign should be turned down or switched off, we will tell you.
See pricing for management fee ranges, or ask for a figure specific to your account during the free review.
Paid Ads Do Not Work in Isolation
Ads buy attention today. These are the channels that make each rupee of it go further.
Analytics & Reporting
The prerequisite, not the follow-up. Conversion tracking is what lets the bidding algorithms learn and the report tell the truth.
Learn moreSocial Media Management
An active, credible profile is what a Meta ad click lands next to. It also gives us organic posts worth putting budget behind.
Learn moreSearch Engine Optimization
Paid tells you within weeks which keywords convert. That evidence is the best possible brief for where organic effort should go next.
Learn moreQuestions About Paid Ads
Is the ad spend included in your management fee?
No. The management fee pays us for running the account. The ad spend is separate, billed by Google and Meta directly to your own card or account, and none of it passes through us. You keep ownership of both ad accounts and can see every rupee charged inside them.
What is the minimum ad budget worth starting with?
It depends entirely on what a click costs in your category. A local service business in a single city can learn something on a modest daily budget; a competitive category like real estate or education needs considerably more before the data means anything. We work out a realistic starting figure during the free review rather than quoting one blind.
How soon will the campaigns produce leads?
Paid campaigns usually produce their first enquiries within the first two to four weeks, which is why businesses often start here. The first month is mostly learning: which keywords, audiences and creatives actually convert. Performance normally settles from month two onward as the wasteful spend gets cut.
Do I need conversion tracking before we start?
Yes, and we set it up as the first task rather than an afterthought. Without form, call and WhatsApp conversions feeding back into the ad platforms, both the bidding algorithms and the reporting are guessing. If tracking is missing we install it before any campaign goes live.
Who owns the ad accounts if we stop working together?
You do. We work inside your Google Ads and Meta Business accounts with manager-level access, so the account history, conversion data and audiences all stay with you. If the engagement ends we simply remove our access and everything remains in place.
Find Out What Your Ad Account Is Wasting
Send us access and we'll come back with the search terms, campaigns and settings costing you money — free, and yours to keep either way.