Performance advertising
A campaign optimising against a broken signal will confidently spend your budget in the wrong direction, and the dashboard will look fine the whole time.
The problem it solves
Ad platforms optimise toward whatever you tell them a conversion is. Get that definition wrong — or lose it in a vendor migration — and the algorithm works exactly as designed, against the wrong target.
This is not hypothetical. On one engagement here, replacing a form provider orphaned the page conversions were counted on. The ads kept working. The reporting went quiet. Nothing in the account flagged it.
What it includes
- 01
Tracking before spend
Conversion tracking built and reconciled against the back end first. If reported revenue does not match what actually landed, that gets resolved before the budget moves.
- 02
Search demand research
What people actually search decides the structure. A brand with no branded volume needs Google to capture category demand while other channels create it — a different account shape entirely.
- 03
Campaign build and operation
Search, Shopping, Meta, and retargeting, read weekly rather than launched and left. Campaigns going dark unnoticed is a real failure mode, and weekly reading is what catches it.
- 04
Search-term mining and waste control
Ongoing negative work and query review, because the waste never stops arriving on its own.
- 05
Honest attribution
Organic and paid reported separately, always. Blending them into one lift number is the most common way a report flatters itself.
When this is the right call
Right when there is a product or service with proven demand and a real conversion event. Wrong as a substitute for positioning — paid amplifies an offer, it does not create one.
- 01 Marketing operating system Install the plan, the measurement, and the review rhythm a marketing team runs on.
- 03 Websites & ecommerce Ship sites that load fast, convert, and can be measured.
- 04 AI operations Automate the operational work that eats a small team’s week.
- 05 Brand & positioning Settle what you sell, to whom, and why it wins — then hold the line.