Paid media managed against a cost per customer
Paid Media & PPC Paid media management is the planning, building and continuous optimisation of advertising campaigns on platforms such as Google, Meta and LinkedIn, measured against the cost of acquiring a customer rather than the volume of clicks or impressions delivered.
Why this matters
The percentage-of-spend model quietly rewards the wrong thing. An agency earning fifteen percent of your budget earns more when your budget grows, whether or not the extra spend produced anything. It is the reason so many accounts drift toward broad targeting and vanity reach.
We charge a fixed monthly fee. Your ad account stays in your name with your billing attached, we work inside it, and if the engagement ends you keep the account, its history and the algorithmic learning that came with it.
The optimisation target is cost per qualified lead or cost per customer, defined with you before anything launches. That usually means feeding real outcomes back into the platforms through offline conversion imports, so the bidding algorithms optimise toward customers rather than toward whoever fills in a form.
Problems this solves
- Cost per lead climbing while lead quality falls
- An agency paid a percentage of the budget it recommends
- Ad accounts owned by a previous agency
- Leads that the sales team says are unqualified
What PPC includes
- 01
Account structure and rebuild
- Campaigns organised around commercial value rather than keyword tidiness, with the negative keyword and audience exclusion work that most accounts never receive.
- 02
Google Ads
- Search, Performance Max, Shopping and remarketing, with the query mining and asset control that keeps Performance Max from spending on the wrong intent.
- 03
Meta and LinkedIn
- Audience architecture, creative testing cycles and lead-quality feedback loops. LinkedIn where the buyer is a job title, Meta where the buyer is a behaviour.
- 04
Offline conversion import
- Real sales outcomes fed back into the ad platforms so bidding optimises toward customers, not toward form fills.
- 05
Landing page collaboration
- Traffic is only half the transaction. We work on the destination with the CRO practice rather than dropping paid clicks onto whatever exists.
How we run it
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Target definition
An agreed cost per qualified lead or per customer, before a campaign is built.
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Structure
Accounts rebuilt around that target, tracking verified end to end.
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Launch and learn
Controlled rollout, creative and audience tests logged rather than improvised.
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Feed the loop
Outcomes imported back to the platforms so the algorithms learn what a good lead looks like.
What you end up with
- Spend judged against cost per customer, not clicks
- An ad account you own outright
- Fee that does not rise when your budget does
- Lead quality tracked with the sales team, not assumed
Common questions about paid media & ppc
Is ad spend included in the monthly fee?
No. Retainers cover strategy, build and management only. Ad spend is billed by Google or Meta directly to your own account, which keeps the billing transparent and the account history yours.
Why not charge a percentage of ad spend?
Because it pays us more when you spend more, regardless of return. A fixed fee means we have no financial reason to recommend a bigger budget than the account can profitably absorb.
What is a realistic starting budget?
It depends entirely on the cost per click in your category and how many conversions you need before the data means anything. We size it during the audit from your actual auction, and if paid is the wrong channel for your economics we will say so rather than sell you a campaign.