I manage paid media campaigns across Google, Meta, and LinkedIn as a single, unified strategy with transparent reporting. No siloed channel teams, no black-box automation, no account managers reading from a playbook. Just senior-led campaigns that grow revenue.
Google Ads delivers an average $2 in revenue for every $1 spent according to Google’s own economic impact report — but that average covers an enormous range. Top-performing accounts achieve 6 to 8x ROAS. Poorly managed accounts running on broad match and default Performance Max settings commonly waste 40% or more of their monthly budget on irrelevant clicks.
The difference is not the platform. It is the strategy behind it, the discipline in campaign structure, and whether someone is actually reviewing what the algorithms are doing on your behalf.
We manage Google Ads across all active campaign types, always anchored to a clear brief about what a conversion actually means for your business and what acquiring one is worth.
Search Campaigns
Keyword strategy, match type discipline, and negative keyword management are the foundation. Most underperforming Google Ads accounts are running too much broad match, accepting Google’s keyword expansion suggestions without reviewing the actual search terms, and have not updated their negative keyword list since launch. We address all three in the first audit. From there, ad copy testing, Quality Score optimisation, and bid strategy selection are ongoing, documented, and adjusted monthly.
Performance Max
Performance Max (PMax) is Google’s all-in-one campaign type running across Search, Display, YouTube, Gmail, and Maps. It can be highly effective when built correctly: strong asset groups aligned to intent, first-party audience signals fed in at launch, and manual monitoring of the search terms report — which most agencies skip entirely, because PMax does not make it easy. We do not skip it. We also apply brand exclusions, competitor exclusions, and URL exclusions before the first dollar is spent.
Shopping and Retail
Google Shopping performance is determined by feed quality more than bid strategy. We audit and optimise your product feed before touching campaign structure: title formatting, attribute completeness, GTIN coverage, and image quality all affect which auctions you enter and at what cost. Campaign structure then segments products by margin and intent signal, with ROAS targets calibrated to your actual gross margin, not a generic platform benchmark.
Display and Remarketing
Audience exclusions matter as much as inclusions. We build remarketing campaigns that sequence messages by buyer stage: recent visitors see a different message to people who browsed specific product categories, who see a different message to people who added to cart but did not purchase. Blanket remarketing to everyone who visited any page is cheaper to build and significantly less effective.
YouTube Ads
Skippable in-stream, non-skippable, bumpers, and connected TV where the audience data supports it. We write the creative brief, define the target audience by intent signal (not just demographic), and configure view-through attribution in a way that does not inflate your other campaign results. YouTube works for both brand awareness and direct response when the creative is built for the right objective.
Brand Defence
Competitors bid on your brand name. This is legal and common. We run brand defence campaigns on every account — always. Brand campaigns consistently deliver the highest Quality Scores, the lowest CPCs, and the highest conversion rates of any campaign type. Leaving your brand terms unprotected effectively subsidises your competitors’ customer acquisition.
Meta Ads (Facebook and Instagram) Avg. CPC: $1.72 avg. CPC | Best for: e-commerce, B2C lead gen, retargeting, brand awareness
Meta’s average CPC is $1.72, significantly below Google’s $4.22 (WordStream 2025 benchmarks). The lower cost per click looks attractive. The problem is that a low CPC is only valuable if those clicks convert, and Meta’s default campaign settings — particularly Advantage+ — are optimised to maximise Meta’s delivery efficiency, not your revenue.
The other significant risk with Meta Ads is attribution inflation. Default Meta reporting includes view-through conversions: users who saw your ad but never clicked it, who then converted through some other channel, get attributed to Meta. In retargeting campaigns especially, this can make ROAS figures appear 2 to 3 times higher than they actually are when validated against GA4 or CRM data.
We manage Meta Ads (Facebook and Instagram) with a focus on the metrics that connect to actual business outcomes: cost per qualified lead, cost per purchase tied to net revenue, and verified ROAS cross-referenced with GA4 and CRM data.
Audience Strategy
We start from your customer data, not Meta’s targeting suggestions. Custom audiences built from first-party data (email lists, customer files, website behaviour) give you a foundation that platform interests and demographics cannot replicate. Lookalike audiences built from your highest-value customers outperform broad demographic targeting consistently. Interest and behaviour layers are tested against these baselines, not used as the default starting point.
Full-Funnel Campaign Architecture
We build Meta campaigns in layers: awareness (video reach, broad interest targeting to build audience pools), consideration (traffic, engagement, video views — feeding the retargeting pool), and conversion (purchase, lead form, add to cart). Each layer has a distinct objective and KPI. Without this structure, most Meta budgets get concentrated in conversion campaigns targeting cold audiences that have never encountered the brand — which is expensive and inefficient.
Creative Testing
We write the creative brief for every Meta engagement: hook options, format (static, carousel, video, Reels), offer framing, and call to action. We run structured A/B tests on one variable at a time and document what we learn. We do not run arbitrary creative swaps or let Meta’s Dynamic Creative Optimisation make all the decisions. Creative is the primary performance lever on Meta. It deserves the same rigour as bid strategy.
Meta Advantage+ Management
Advantage+ Shopping and Advantage+ Audience can be effective tools in the right context — particularly for e-commerce accounts with strong existing audience data. We use them deliberately, with manual audience controls where the automation is not performing, and we measure Advantage+ results against control campaigns rather than accepting platform-reported lifts.
Attribution Hygiene
We configure the Meta Pixel and Conversions API (CAPI) correctly at the outset. We set the attribution window to a level that reflects your actual buying cycle rather than defaulting to the 7-day click, 1-day view setting that inflates performance for longer purchase cycles. View-through conversions are removed from optimisation signals and reported separately. All Meta performance data is cross-referenced with GA4 and, where available, CRM data to validate actual revenue
Every search.exe PPC engagement covers the same set of core deliverables. There are no stripped-down starter tiers where reporting is an add-on or conversion tracking is ‘not included’. The scope of work varies by platform mix and ad spend — but the accountability framework is consistent.