Paid media run against cost per qualified lead.
Paid search and paid social bought against the cost of a qualified lead, reported against what closed.
- Live in
- Two to three weeks
- Judged on
- Cost per qualified lead
- Fee
- Flat, never a share of spend
How we run paid media
Paid media is the fastest way to find out whether a message works. It is also the fastest way to spend a quarter's budget proving that it does not, which is why the measurement goes in before the campaigns do.
We buy on Google, Meta, LinkedIn and programmatic, against a cost per qualified lead your sales team agrees with. Clicks and impressions appear in the report as diagnostics, and they are never the number we are judged on.
Our fee is flat. A percentage of ad spend pays an agency more for spending more of your money, and that is the wrong thing to put between us.
Scope
What is included
Account and campaign structure
Built or rebuilt around how you actually sell, with naming, budgets and bidding that a person can audit six months later.
Audience and intent targeting
Search intent, account lists, lookalikes and retargeting, segmented so the report can tell you which audience produced the pipeline.
Creative and copy
Ads written and designed in house, tested against each other, with the losing versions turned off instead of left running.
Landing pages
Pages built for the campaign, because sending paid traffic to a homepage is the most common way a good campaign gets blamed for a bad result.
Conversion tracking and attribution
Server-side where it matters, connected to your CRM, so a lead arrives with the campaign that produced it attached.
Weekly optimisation
Budget moves towards what converts, and we tell you when a channel should be switched off.
How it runs
Weeks one to three
Tracking, attribution and CRM connection first. Account structure, audiences, creative and landing pages built. Nothing goes live until a lead can be traced to a campaign.
Weeks four to eight
Campaigns run and learn. Creative and audience testing at pace, with the first honest read on cost per qualified lead around week six.
Month three onwards
Budget concentrates on what produces pipeline. Scaling happens where the cost per qualified lead holds as spend rises, which is the only scaling worth doing.
What you get
- Campaigns built, run and optimised weekly
- Ad creative and copy, tested and iterated
- Landing pages built for each campaign
- Tracking and CRM attribution, maintained
- A monthly report showing spend against qualified leads and pipeline
How it is judged
- Cost per qualified lead, agreed with sales before launch
- Qualified lead volume by campaign and audience
- Pipeline and revenue influenced, from the CRM
- Landing page conversion rate
- Wasted spend identified and removed
Questions we get asked
- Is there a minimum media spend?
- In practice, yes. Below roughly a lakh a month the data is too thin to optimise against and you are paying us to guess. If your budget sits under that we will tell you to put it into SEO and content first.
- How do you charge?
- A flat monthly fee for the work, set by scope. We do not take a percentage of ad spend and we do not take commission from platforms.
- Who owns the ad accounts?
- You do, throughout. We work inside your accounts with our own access. An agency that holds your ad account is an agency you cannot leave cleanly, and your historical data is worth more than the switching cost.
- What counts as a qualified lead?
- Whatever your sales team says it is, agreed in writing before launch. Usually a real company, a real role and a real problem. Agreeing it early is what stops the argument at month three.
- How quickly will we see results?
- Traffic on day one, meaningful conversion data by week six, and a reliable cost per qualified lead by the end of month two. Anything read before that is noise.
Next
Get a paid media plan before you commit budget
Tell us the product, the buyer and the number you need to hit. You get a channel split, a realistic cost per qualified lead, and what we would test first.