Solution
Paid campaigns judged on qualified enquiries, not impressions
Search, social and retargeting built around a cost-per-qualified-lead you agree to in advance — with conversion tracking wired properly before a single dollar is spent.
Why this exists
The business problem
Most paid accounts we inherit are optimising toward the wrong thing. Conversions are counted as any form fill, any phone tap, sometimes any thank-you page view — so the platform faithfully buys more of the cheapest, least qualified action available.
Underneath that sits broad match with no negative list worth the name, one campaign covering services with wildly different margins, and landing pages that send every click to a homepage that answers nobody's specific question.
The reporting then looks healthy while the sales team quietly stops trusting the leads. Spend continues because nobody can prove it should not.
Fit
Who this is for
A good fit if
- Businesses with proven demand who need volume faster than SEO can deliver
- Companies with a defined service area or target account list
- Teams that can respond to enquiries within the hour during business hours
- Advertisers already spending who suspect the numbers are flattering
Probably not a fit if
- Businesses with no capacity to handle additional enquiries
- Anyone unwilling to install conversion tracking or share CRM outcomes
- Budgets too small to gather meaningful data in the category — we will say so honestly
Scope
What is included — and what is not
Scope written plainly, so there is no argument later about what was assumed.
Account and conversion audit
Existing structure, tracking accuracy, wasted spend and match-type discipline, documented before we change anything.
Conversion tracking rebuild
Real conversions only — qualified form submissions, tracked calls over a duration threshold, booked appointments. Offline conversions imported from CRM where possible.
Campaign architecture
Structure by service, margin and intent so budget can be moved deliberately rather than averaged across everything.
Keyword and audience build
Intent-mapped keywords with a maintained negative list; audience layers built from your actual customer profile.
Creative and ad copy
Ad variants per service and objection, refreshed on a schedule rather than left to fatigue.
Landing page alignment
Each campaign points at a page that answers that specific search. Built with the Websites & Conversion team when new pages are needed.
Bid and budget management
Weekly optimisation against cost per qualified lead, with pacing controls and seasonal adjustment.
Reporting on outcomes
Spend, qualified leads, cost per qualified lead and pipeline contribution where your CRM supports it.
Explicitly not included
- Guaranteed lead volumes or guaranteed cost per lead
- Ad spend — media budget is paid directly to the platforms, never marked up through us
- Click-farm, bot or incentivised traffic of any kind
- Managing campaigns without conversion tracking installed
- Organic SEO work (a separate solution)
How it works
The working process
Audit and baseline
Week 1Account review, tracking verification and an honest read on whether paid is the right first move for your budget.
Tracking and measurement
Week 1–2Conversion actions rebuilt, call tracking installed, CRM handoff confirmed. Nothing launches before this is verified.
Build and launch
Week 2–4Campaign structure, keyword and audience build, creative, landing page alignment, then a controlled launch.
Learning phase
Week 4–8Deliberate data gathering. We resist over-optimising while volumes are still too small to be meaningful.
Optimise and scale
OngoingWeekly management against cost per qualified lead, with budget moved toward what the CRM says is actually converting.
Measurement
KPIs we monitor
We report on the numbers that survive contact with your sales team.
Cost per qualified lead
Spend divided by leads your team marked as genuinely qualified — not raw form fills.
Qualified lead rate
Share of total conversions that pass qualification, by campaign and by keyword.
Tracked call volume and duration
Calls from ads, filtered by a minimum duration so wrong numbers do not inflate the count.
Impression share lost to budget
How much available demand you are missing purely because the budget cap was hit.
Search term waste rate
Percentage of spend on queries outside your intent set, tracked down month over month.
Pipeline contribution
Opportunities and closed business attributable to paid, where CRM data allows the link.
Expectations
Realistic timeline
Paid media produces data quickly and reliable conclusions slowly. Both matter.
Tracking rebuilt and verified. No launch until conversions are trustworthy.
Live campaigns gathering data. Early cost per lead is usually the worst it will be.
Meaningful optimisation begins. Waste falls first, qualification rate improves next.
Scaling decisions based on CRM outcomes rather than platform-reported conversions.
Where it applies
Relevant industries
Commercials
Relevant packages
Productised starting points. Every one is confirmed in writing before anything begins.
Local Growth
Add paid demand, landing pages and tracked follow-up across up to three areas.
View packageLaw Firm Pipeline
Paid search, practice-area pages and tracked intake working as one system.
View packageGrowth Essentials
A steady monthly programme across website, search and follow-up.
View packageTraction Engine
Prove one acquisition channel properly before adding a second.
View packageFull-Funnel Growth
Demand, content and conversion coordinated across the whole buying committee.
View package- Media spend (Google Ads, Meta, LinkedIn, or any other paid platform) is billed separately by the platform and is not included unless a package explicitly says otherwise.
- Software, hosting, domains, call tracking, review platforms, backlink or placement purchases and other third-party costs are separate unless explicitly included.
- Results are not guaranteed. We do not publish or promise lead volumes, rankings, revenue or ROAS.
- Final scope depends on your market, geography, competition and current baseline. Scope is confirmed after a discovery call.
- “Starting at” pricing represents the minimum typical engagement for that package, not a fixed quote.
Evidence
Related work
Where the reporting has not been verified and approved for publication, we present the engagement as a project showcase and publish no figures.
Regional law firm, four practice areas
Separate the practice areas properly in both search and paid media, and stop losing enquiries at the intake step.
Project showcaseB2B technology company, mid-market segment
Establish one shared definition of a qualified enquiry and rebuild measurement so both teams read the same number.
Project showcaseOwner-led small business, single location
Build a small, maintainable marketing system the owner could keep running without a full-time marketer.
Reading
Related insights
Full-Funnel Marketing Strategy: From Awareness to Revenue
Stop thinking in channels. Build a full-funnel system where every activity contributes to revenue.
Pillar GuideMarketing Dashboard Design: KPIs That Matter
Build dashboards that drive decisions, not just display data. The metrics framework for marketing leadership.
B2B Lead GenHow to Qualify B2B Leads Without Wasting Sales Time
BANT is dead. Here's how modern B2B teams qualify leads using signals, scoring, and automation.
Questions
Frequently asked
Get a paid media audit
We review your account structure, conversion tracking and search term waste, then tell you what we would change and what we would leave alone.