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Paid advertising

Google and social ads measured in sales

We run Google Ads search campaigns plus Meta and LinkedIn advertising in the same plan as your SEO. Search data shows where the budget should go, and campaigns are measured in leads and sales, not clicks.

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Why paid search and SEO belong in one plan

Paid ads and SEO often compete for the same budget, even though they solve different problems. Ads bring visitors now but stop when the budget does. SEO grows more slowly but keeps working.

When both sit in the same plan:

  • Ads carry the early months. You get leads while organic visibility grows.
  • Search data steers the budget. Ads quickly show which searches bring in sales, and those deserve content too.
  • You stop buying clicks you already own. When you rank first for a search, budget moves to searches where you are not yet visible.

Channels

  • Google Ads search

    Visibility when a buyer is looking for a solution. We target buying-intent searches and exclude the ones that only bring clicks.

  • Meta ads

    Facebook and Instagram ads for the right audience before they search. Strongest in consumer markets and for remarketing.

  • LinkedIn ads

    B2B decision-makers by job title, sector and company size. A pricier click, but often a cheaper sale when the audience is narrow.

  • Remarketing

    People who visited your site but have not got in touch yet. The cheapest way to turn traffic you have already paid for into leads.

Tracking in place before the first pound

Most wasted ad spend is wasted because nobody knows which campaign brings in sales. So we start with measurement:

  • GA4 conversions for forms, calls and meeting bookings
  • Google Ads conversion tracking and the Meta Conversions API
  • LinkedIn Insight Tag and conversions
  • Cookie consent management and Google Consent Mode v2, so tracking is lawful
  • Leads into your CRM, so an ad can be traced all the way to a sale

How we work

  1. Audit and plan

    We review search demand, click costs, competitors' ads and your current campaigns. You get a plan for channels, budget and target cost per lead.

  2. Tracking and landing pages

    We fix conversion tracking and make sure ads send people to pages that convert.

  3. Campaigns live

    We build the campaigns, write the ad copy and test several versions, starting on a limited budget and scaling once the numbers point the way.

  4. Optimisation and reporting

    We optimise weekly and report leads, sales and cost per acquisition monthly. Budget moves to the channel that returns most.

Frequently asked questions

How much should we budget for Google Ads?
It depends on cost per click in your sector and how many leads you need. In UK B2B services a single click often costs several pounds, and in competitive sectors far more. In the audit we work out the budget a campaign needs to gather enough data to learn, and start there.
Should we advertise if we already rank well in Google?
Not always. On brand searches and searches where you already rank first, ads can buy clicks you would have had for free. That is why we plan paid search together with SEO and advertise where organic visibility is not yet enough.
What is the difference between Google Ads and paid social?
Google search ads reach someone looking for a solution right now. Meta and LinkedIn ads reach the right audience before they search for anything. Search usually brings readier leads and social builds demand; the right split depends on what you sell.
How do we know the ads are worth it?
We measure campaigns in leads, sales and cost per acquisition, not impressions. Before the first campaign goes live we make sure conversion tracking works, so every pound can be traced to a result.
Can we buy ads without your other services?
Yes. Paid advertising works best as part of a co-op partnership, where the same team also owns SEO and content, but you can buy it on its own.

What is your advertising actually returning?

Book a 30-minute call. We will review your current ads and tracking and tell you where the budget should go.

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