Google Ads & Facebook Ads

Campaigns & the page they land on

Search and social campaigns set up, measured and run — the keyword list and the audiences, the conversion and call tracking, and the page the click arrives at. Your accounts, your budget, in your name.

The work

What running a campaign actually is

Six things, running at the same time rather than in sequence. The first three are what most of a setup fee buys; the last three are what the months after it are.

  1. The ads themselves

    Written against what the person actually typed, and grouped so each group has its own ad. The offer in the ad and the offer on the page it points at are checked as a pair, because an ad promising something the page does not show is a click paid for and then wasted.

  2. What counts as a result

    Agreed before anything is spent: which action is worth money to you — a form, a call, a cart — and roughly what each one is worth. Without that there is nothing to optimise towards, and a campaign with nothing to optimise towards always looks fine.

  3. The keyword list, and the negatives

    Phrases grouped into an account structure, with match types chosen deliberately rather than left broad, and a negative list that grows every week from the search terms report. Most of what gets saved is saved in the negatives.

  4. Conversion and call tracking

    Conversions set up in the site itself, and call tracking where the phone is how people buy. The point is that an enquiry is counted once, in one place, and attached to the click that produced it — otherwise every channel claims it.

  5. Read while it runs

    Search terms, placements, budgets and bids checked on a schedule rather than at the end of the month. An auction is other people changing their bids, so a campaign left alone does not hold still — it drifts.

  6. Changed against what arrived

    ROI, ROMI, ROAS and CPO read per campaign and per keyword, then bids, budgets, negatives, ad copy and the landing page changed against them. Bid management tools where the volume justifies them, by hand where it does not.

What you are buying

You rent the click

The platform charges for the click, not for what the click does. A visit that leaves after four seconds costs exactly what one that buys costs. That is the model, and it is why the only two questions worth arguing about are which clicks you buy and what happens after they arrive.

My fee is a separate thing from your budget. It is agreed before the work starts and it is payable whether or not a campaign works. The budget itself goes to Google or to Meta and never through me, and you can read every line of it in your own account.

Paid traffic stops the day the budget stops. SEO earns visits that keep arriving after you stop paying, and SMM builds the account those visits arrive at. This page is the one that buys attention today — and builds the page it lands on.

Works best for

Where paid traffic is the right instrument

  1. Where the enquiry arrives on a site

    Stores, services and B2B — anywhere the destination is a page you control rather than a profile. A page can be measured, changed the same afternoon, and kept.

  2. Where people search for the thing by name

    Demand that already exists, where the only question is who gets the click. Advertising cannot make somebody want a thing; it can be there at the moment they type it.

  3. Launches that cannot wait

    A new site, a new product, a season with a date on it. Organic search takes months to move and is the better deal once it has; an auction takes an afternoon, which is the whole of the case for paying for it.

The destination

You keep the page

Stop the campaign and the clicks stop the same afternoon. The page they were arriving at does not. It keeps the tracking, the forms, the speed, and everything the campaign taught you about the words people actually used to find you.

Where a click lands

Every landing page in the archive 18

These are destinations, not campaign reports: promo sites, single-offer pages and the sites behind them. There is no ad account in the archive and nothing here is dressed up as one — what is shown is the half of this work that is mine to show.

How it runs

From access to the first change

  1. Access, in your name

    Accounts opened in your name, or your existing ones used as they are. My access is a permission you grant and can withdraw in a minute.

  2. Measurement first

    Conversion tracking, call tracking where the phone matters, and a check that what is being counted is a real enquiry and not a page view. Nothing is spent until this reads correctly.

  3. Words and audiences

    The keyword list, match types and the first negatives on the search side; audiences, placements and exclusions on the social side. Grouped so an ad can be written for each group.

  4. The ads and the pages

    Ad groups, the ads written for them, and the page each one points at — built or fixed where the page is the weak half, which it usually is.

  5. A deliberately small launch

    Underspent while the data is thin. The first days buy search terms and answers rather than volume; spending more before there is anything to read buys the same lesson at a higher price.

  6. Reading and changing

    Weekly, against what actually arrived: bids, budgets, negatives, the ads and the page. The report says what was changed and why, and every figure on it is one you can open and check yourself.

The order is the point. Measurement is stage two and not stage five, because everything after it is decided by what the numbers say — and until they are trustworthy, the money is being spent blind.

Boundaries

What is not promised here

  1. A guaranteed cost per enquiry

    The auction is other people bidding and they change what they bid. Nobody controls it, so nobody can promise a figure out of it. What is committed is the work, the measurement and a report you can check.

  2. A fee that depends on the result

    My fee is agreed before the work starts and is payable either way. It is said plainly because the opposite is the most common thing sold in this category, and it almost never means what it sounds like.

  3. The social account itself

    Posting, comments, direct messages and the content behind them are the SMM page, which is a monthly engagement with production in it. Paid social here runs against a profile somebody else keeps.

  4. Organic search

    The keyword work here is auction work: match types, negatives, bids. Which page answers which question is the SEO page. The same word, two different products, and it is worth saying so out loud.

  5. Creative at volume

    Ads written and the page they point at, built properly — yes. A standing production line of video and photography every week is not part of this, and pretending otherwise would be selling somebody else's month.

Questions

Before you write in

No. The auction is other people bidding and they move. What is committed is the work, the tracking, and a monthly account you can verify line by line in your own ad manager.

You set it and you cap it daily; the platform bills per click and stops at the cap. What the number should be follows from what one customer is worth to you and what your category costs to bid in — and both of those can be read before you commit anything at all.

Yours. The billing, the history, the audiences, the negative keyword list and the conversion data stay in your name. When the work ends you keep every part of it, which is not true of every arrangement in this trade.

Both. That is the half of this work that is properly mine — the tracking, the forms, the speed and the page itself. Video, photography and daily social content are the SMM page, and larger builds go to people I have worked with for years.

The campaign stops and the traffic stops with it, the same afternoon. The page, the tracking, the account history and everything the campaign taught you about which words people use stay with you. That is the part worth having.

Start

Fill in the brief

A link to what you have now, a sentence about what you sell, and whether anything on the site is being measured today. That is enough for a straight answer about whether paid traffic is the right instrument for you at all.

    Where the ads should run

    What counts as a result

    What is already in place

    Sending this form means you are happy for me to hold your details and reply to you. Nothing more — see the privacy policy.