Digital Marketing
Paid Advertising
Well-built campaigns on Google, Meta and LinkedIn, run by people who watch the account daily.
01 / Digital Marketing6 capabilities · 7 deliverables
The problem
Ad spend is going out and you cannot tell if the campaigns are any good
Ad platforms make it easy to start and hard to do well. Default settings spend budget on broad match keywords, placements nobody wanted and audiences that include your existing customers. A campaign can burn through a month of budget on clicks that were never going to convert, and the dashboard still looks busy.
The craft sits in the details: how keywords are structured, what the ad says, how audiences are layered, which exclusions are applied, how creative is refreshed and how the landing page matches the promise. When those pieces are neglected or inherited from a previous manager, performance drifts, and the agency report shows impressions rather than answers.
Sound familiar?
- Cost per click rises while enquiries stay flat
- Search terms reports reveal irrelevant queries you are paying for
- The same two ad creatives have been running for months
- You cannot get a clear answer on which campaign or keyword brought a lead
Our solution
Channel craft: tight structure, sharp creative and an account that is actively managed
We build campaigns platform by platform. On Google that means intent-based keyword groups, negative keyword lists, responsive search ads written around one message each and extensions that earn space. On Meta and LinkedIn it means defined audiences, testable creative variants and clear exclusions. Each campaign has a single job and a landing page that supports it.
Then we run the account. We review search terms, bids, placements and creative fatigue regularly, test new ads against the control and keep a change log. Paid advertising is our channel-level service: the craft of building and managing campaigns. If you need budget allocated across channels with full-funnel attribution, that is performance marketing, which sits above this work.
Capabilities
What's inside.
- 01
Google Ads search and shopping
We structure campaigns by intent, write tightly focused ads, manage negative keywords and set up shopping feeds for product businesses.
- 02
Meta and LinkedIn campaigns
We build prospecting and retargeting campaigns with defined audiences, placements and objectives suited to each platform.
- 03
Ad creative and copy
We write ad copy and design static and short-video creative, then test variants one change at a time so you learn what works.
- 04
Audience building and exclusions
We use first-party lists, lookalike and interest audiences and sensible exclusions, so you are not paying to reach people already in your customer base.
- 05
Retargeting
Visitors who looked at key pages or abandoned a basket see relevant follow-up ads, with frequency caps so it does not feel like stalking.
- 06
Account management and optimization
We review search terms, bids, budgets and creative regularly, document every change and send clear reports.
Process
How the work unfolds.
- Step 01
Account and goal review
We audit any existing accounts, confirm conversion tracking and agree what a good lead or sale looks like.
- Step 02
Build and launch
Campaigns, ads, audiences and landing page matches are built, reviewed with you and launched with controlled budgets.
- Step 03
Test and tune
We run structured tests on ads, audiences and bids, prune waste and scale what returns a profit.
- Step 04
Report and plan
Each month we show spend, results and learnings, and propose the next round of tests.
You receive
Deliverables
- 01Account audit with tracking verification
- 02Campaign structure and keyword or audience plan
- 03Ad copy and creative sets with test plan
- 04Negative keyword and exclusion lists
- 05Conversion tracking setup in Google Ads, Meta and GA4
- 06Change log for every account edit
- 07Monthly report with spend, results and next tests
Where it fits best
- E-commerceCatalogue structure, product-page SEO, checkout fixes, paid media and the integrations that keep stock, orders and finance in agreement.
- EducationProgramme discovery, enquiry-to-enrolment funnels, and the CRM plumbing that stops prospective students slipping between teams.
- Professional ServicesAuthority-led content, specialism pages that rank, intake forms that qualify and CRM workflows that make referrals measurable.
- Startups & SaaSProduct sites, demo funnels, onboarding flows and growth instrumentation, shipped at the pace a young product needs.
- Local BusinessesGoogle Business Profile, local landing pages, review operations and a simple site that turns searches nearby into calls and visits.
FAQ
Questions we get asked.
What budget do I need to start?
It depends on the platform and your market. The budget must be large enough to collect enough clicks and conversions to learn from, and small enough to be a real test. We look at your cost per click, sales cycle and margins and give you a realistic starting range in the first conversation.
Do you take a cut of ad spend?
Pricing is agreed before work starts and written down. You own the ad accounts and pay platforms directly, so you can see every charge and walk away with your data at any time.
How quickly will ads start working?
Ads can deliver traffic within days, but good performance usually takes weeks of testing as platforms learn and we refine targeting and messaging. Expect an early learning period rather than instant results.
How is this different from performance marketing?
Paid advertising is the craft of running campaigns inside platforms: structure, creative, audiences and account management. Performance marketing looks across all channels, measuring the full funnel, attributing results and deciding where budget should move. Many clients start with paid advertising and add performance marketing as spend and channels grow.
- MarketingPerformance MarketingFull-funnel measurement, attribution and budget allocation across paid, organic, email and referral channels, so spend follows real returns.View
- MarketingConversion Rate Optimization (CRO)Behaviour analysis, A/B testing and page-level improvements that raise the share of visitors who enquire, sign up or buy.View
- MarketingSocial Media MarketingOrganic social strategy, content creation, community management and reporting for the platforms where your customers pay attention.View
Ready to talk about paid advertising?
Send a few lines about what you're trying to move. We'll reply with questions, a rough shape of the work, or an honest no.
Or write to hello@asoftbit.com