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Paid Media & Performance Marketing

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Media performance is downstream of measurement. We run paid programmes across Google, Meta, LinkedIn, Pinterest, Snapchat and TikTok on top of the tracking, consent and conversion infrastructure we build — which means the signal feeding the platforms is accurate, the reporting reconciles, and optimisation decisions are made against incremental value rather than last-click coincidence.

Challenges we solve

Platform-reported conversions are, on many accounts, meaningfully overstated and inconsistently defined. Add consent-driven signal loss, browser restrictions, deduplication that was never configured, and three platforms each claiming the same sale, and you get a media programme being steered by a compass that does not point north. We start with the signal. Correct pixel and CAPI implementation, deduplication, consent-aware collection, conversion values that reflect actual margin, and offline conversion import where the real outcome happens later. Then we optimise — and we validate with geo tests and holdouts, because platform-attributed and incremental are not the same number.

What we deliver

Search and shopping

Google Ads and Microsoft Ads: account structure, query mining and negatives, bidding strategy and portfolio design, Performance Max management with meaningful asset-group segmentation and brand exclusions, Shopping feed optimisation, and honest treatment of the visibility limits PMax imposes.

Paid social

Meta, LinkedIn, TikTok, Pinterest and Snapchat: audience and exclusion strategy, creative testing frameworks, campaign structure that gives the algorithm room to learn, and budget pacing that does not reset learning every week.

B2B demand generation

LinkedIn-led programmes with account targeting, lead-quality feedback loops from the CRM, offline conversion import so the platform optimises to pipeline rather than form fills, and measurement that survives a six-month sales cycle.

Media pixel and conversion API implementation

Correct implementation of every platform pixel and server-side Conversions API, with browser/server deduplication, consent gating, hashed identifier coverage and match-rate monitoring. This is usually where the fastest performance gains are found.

Feed and creative operations

Product feed management and enrichment, dynamic creative, creative testing pipelines, and automated creative refresh driven by performance signals and brand guidelines.

Marketing automation and lifecycle media

Connecting paid media to CRM and lifecycle: suppression and retention audiences, sequenced nurture across paid and owned, reverse-ETL audience syncs, and lifecycle triggers that stop you paying to reacquire existing customers.

Measurement, MMM and incrementality

Geo testing, holdout design, conversion lift studies, diminishing-return curves and marketing mix modelling to establish what media is actually contributing — and where the next increment of budget should go.

Budget planning and scenario forecasting

Forecasting spend, CAC, ROAS and volume under different allocations, with scenario comparison so budget conversations are about trade-offs rather than last quarter plus ten percent.

Platforms & Tooling

  • Google Ads
  • Microsoft Ads
  • Meta
  • LinkedIn
  • TikTok
  • Pinterest
  • Snapchat
  • Google Merchant Center
  • GA4
  • Server-Side GTM
  • BigQuery
  • HubSpot
  • Salesforce

Process

Week 1–2

Audit

Accounts, tracking, conversion values and attribution reviewed.

Week 3–4

Fix the signal

Pixels, CAPI, deduplication, consent, value model.

Week 5–8

Restructure

Campaign architecture, audiences, feeds, creative testing.

Ongoing

Optimise

Weekly optimisation against verified signal.

Quarterly

Validate

Geo tests, holdouts, MMM refresh and budget reallocation.

FAQs

Because platforms count generously and each counts independently. Meta, Google and LinkedIn will all claim the same sale, and view-through windows inflate further. Our reporting reconciles to a single deduplicated source of truth. The number is lower and it is the one you can put in front of finance.

On most accounts, yes. Browser-side signal loss from ad blockers, ITP and consent is substantial, and CAPI recovers a meaningful share of it. It needs correct deduplication and good identifier coverage to help — done badly it double-counts, which is worse than not doing it.

With structure and scepticism. Meaningful asset-group segmentation, brand exclusions so it does not take credit for demand you already had, feed quality as the main lever, and geo or holdout testing to check incrementality — because the reporting PMax gives you is not enough to manage it responsibly.

To a useful degree, yes — with geo tests, holdouts, platform lift studies and, at sufficient scale and history, marketing mix modelling. No method is perfect, and we are explicit about the confidence intervals rather than presenting a single reassuring number.

Frequently. A common arrangement is that we own the measurement, tracking and incrementality layer while an incumbent runs day-to-day buying — which tends to improve both, provided everyone agrees the numbers up front.

It depends more on complexity than on spend. Below roughly ten thousand a month across channels the fixed cost of proper measurement is hard to justify, and you are usually better served by a strong tracking implementation and a freelancer than by an agency retainer. We will tell you if that is the honest answer.

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