Pay per click is the only channel where you can find out whether a message works by Friday. That speed is the reason to use it and also the reason it wastes so much money: a badly aimed campaign finds out just as fast, and keeps paying to be wrong.
- A channel mix that fits margin
- Landing pages built for the ad
- Weekly spend visibility
The discipline is in what you decide before spending. Which channel suits a considered purchase against an impulse one, what a customer is genuinely worth once returns and refunds are counted, and what cost per acquisition still leaves margin after everything else is paid.
We run paid across search, shopping and paid social, but the recommendation frequently is to run fewer channels properly. Three platforms at a third of the attention each is how accounts end up spending steadily and learning nothing.
What the work includes
- Channel selection
- Where your budget belongs given your margin, purchase consideration time and audience, including which platforms to skip entirely.
- Campaign build
- Structure, audiences, bidding strategy and budget allocation, built to be readable rather than to look busy in a screenshot.
- Creative and copy
- Ad variants written per audience and platform, with enough difference between them that the test result means something.
- Landing pages
- The page the ad points at, built for that ad. Sending paid traffic to a generic homepage is where most PPC budget dies.
- Tracking and attribution
- Conversion events verified, values assigned, and an honest account of what attribution can and cannot tell you.
- Spend reporting
- Cost per acquisition against target, by channel and campaign, with the changes made that week and why.
How it runs
01Work out what a customer is worth
Before any campaign is built. Every later decision depends on this number, and running paid without it is spending toward an unknown target.
02Pick the fewest channels
Start narrow with enough budget to learn quickly on one surface, rather than spreading thin and taking a quarter to reach significance anywhere.
03Build the page with the ad
Ad and landing page designed as one unit, because the promise in the ad is what the page has to deliver in the first three seconds.
04Cut and reinvest weekly
Losing variants stopped early, budget moved to what holds cost per acquisition. Weekly, not monthly, while there is still money to save.
Is this the right thing to buy
Who it suits. Businesses that know what a customer is worth and want demand faster than search or content can build it. It suits testing too: paid is the cheapest way to find out whether a message, an offer or a new market works before committing to build anything around it.
When it is the wrong call. If you cannot yet say what a customer is worth, paid is premature and we will start there instead. Spending toward an unknown target produces numbers nobody can interpret. It is also wrong as a permanent substitute for organic demand, because the day you stop paying, the traffic stops with it.
What it costs. A fixed monthly fee scaled to the number of channels and campaigns, never a percentage of your spend. Ad budget goes directly to the platforms. Landing page work is quoted separately where it is needed, and it usually is, because sending paid traffic to a generic homepage is the most common way this budget gets wasted. We will tell you the minimum viable test budget for your cost per click before you commit.
Questions we get asked
How is this different from your Google Ads service?
Google Ads work is deep on one platform: search campaign structure, Quality Score, Shopping and Performance Max. PPC work is the layer above it, deciding how budget splits across search, shopping and paid social in the first place. Many clients need only the former.
How quickly will we know if it is working?
For lead generation, usually two to four weeks to a first reliable read, assuming enough budget to gather conversions. For considered purchases with a long decision, the first month tells you about cost per click and very little about cost per customer.
What is a reasonable cost per acquisition?
Whatever leaves margin after everything else is paid, which is a number from your business rather than from an industry benchmark. We work it backwards from your average order value and gross margin before proposing a budget.