Advertising
Advertising planned, tracked and reviewed against your goals.
03.1 / Service
Advertising
In short
What does ad management on Facebook, Instagram and Google include?
Advertising management is planning, running and measuring paid campaigns against agreed goals and budgets. We set the strategy and budget, build campaigns on Meta (Facebook and Instagram), Google, TikTok and YouTube, set up tracking before the first ad runs, and optimize weekly against a testing calendar. You get a weekly change log and a monthly report.
The problem
The problem this solves
Ad platforms will happily spend any budget you give them. Without structure, tracking and a testing discipline, campaigns drift toward expensive clicks, reports count impressions, and nobody can say what the spend actually bought.
Method
How we work
We optimize against cost per qualified lead or sale, never clicks for their own sake. Budgets follow evidence through a documented testing calendar, and creative findings are routed back so the ads themselves keep getting sharper.
When it fits
When this is the right call
Your last three ad accounts were run by three different freelancers and none of the audiences, pixels or test results survived the handovers.
The platform reports say the campaigns are working, but your sales team cannot find the leads they describe.
Budget goes up every quarter and cost per lead rises with it, and nobody can say which change caused which.
You have one ad that ran for a year, it is tired, and there is no process for replacing it.
03.1 / In one line
Paid media planning, buying, optimization
Scope
What's included
Advertising strategy and budget architecture
Campaign setup: Meta, Google, TikTok, YouTube, local inventory
Tracking and conversion setup before the first ad runs
Ad creative in collaboration with the content team
Weekly optimization and a documented testing calendar
Transparent reporting on outcome metrics
Scope shown is indicative: the final scope is agreed with you before work starts.
Deliverables
What you receive
Measurement plan and conversion definitions
A written agreement on what counts as a lead or a sale, where it is recorded and which events the platforms may optimize toward.
Tracking setup: pixels, GA4 events, UTM taxonomy
Meta and Google tags installed through GTM, conversion events verified end to end, and a UTM naming scheme every link will follow.
Account architecture
Campaign, ad set and ad naming conventions, audience structure and budget split, so anyone can read the account without a briefing.
Testing calendar
A dated list of what will be tested, against what, and what would count as a winner, updated as results arrive.
Ad creative set with variants
Static, video and copy variants per angle, sized for each placement, briefed from the same message hierarchy as your other content.
Weekly change log and monthly report
Every budget move and creative swap logged with its reason, then a plain-language monthly summary of what the spend bought.
Process
01 / 04
Instrument
Tracking and conversion definitions agreed before spend starts.
02 / 04
Launch
Structured campaigns with clear tests, not a single big bet.
03 / 04
Optimize weekly
Budget moves to what evidence supports; every change is logged.
04 / 04
Report
Plain-language reports: what changed, why, what is next.
Timeline
A first engagement, step by step
Week 1
Access, audit and measurement plan. Tracking gaps are fixed before any budget is committed. You sign off the conversion definitions.
Week 2
Account rebuilt to the architecture, first creative set produced, testing calendar agreed. Campaigns launch with small, structured budgets.
Weeks 3-4
Weekly optimization: budget follows early signal, losing variants pause, the change log fills. You receive a short note after every review.
Month 2
First full report with cost per qualified lead by channel and angle. The second month's testing calendar is built on it.
Measurement
What we measure
Cost per qualified lead
Qualified means your sales team accepted it. Cost per raw lead rewards forms filled by the wrong people.
Conversion match rate
The share of platform-reported conversions that can be matched to CRM records. Differences prompt a review of tracking, attribution windows and the available data.
Creative fatigue point
How many impressions an ad delivers before frequency climbs and results fall. It sets the replacement schedule.
Share of budget in tests
How much spend is learning versus scaling. Too little and the account stalls; too much and it never earns.
Proof
Evidence, not adjectives
FAQ
Frequently asked questions
How fast do results appear?
First signal usually within 2-4 weeks; stable optimization needs a full testing cycle, typically a quarter. Anyone promising day-one performance is optimizing your hope, not your ads.
Do you make the ad creatives too?
Yes, through the Content & Production team, so ads inherit the brand system instead of fighting it. We can also run with creatives you supply.
How are you paid? A percentage of spend?
We prefer flat monthly pricing agreed on scope, so our incentive is your result, not your budget size. The model is fixed in the proposal.
How do Google search ads differ from Facebook and Instagram ads?
Google search ads appear when someone is already looking for what you sell. Facebook and Instagram ads reach people who are not searching yet. Search captures demand that already exists and social creates new demand, so we split the budget between them based on test results.
What does the monthly fee depend on?
The number of platforms, the volume of creative produced each month and how much of the tracking and CRM integration we own. Media spend goes directly to the platforms and is never marked up.
What must be in place before launch, and how long does setup take?
A working website or landing page, admin access to ad accounts and analytics, and someone who can confirm what a qualified lead is. Setup usually takes two weeks; the honest bottleneck is tracking.
Can I run this with the platform's automated campaigns instead?
Automated campaigns are useful and we use them. They still need clean conversion data, creative worth showing and someone deciding what to optimize for. Left alone, they optimize for whatever is easiest to count.
Where to next
Keep going
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