CHANNEL_01
Google Search + Performance Max
High-intent capture, locked to your real margin. Pmax cells for asset-group testing without bleeding spend.
( _paid-media )
Paid media that works when the offer works.
Meta. Google. TikTok. LinkedIn. Run by a senior media buyer, optimised against your real margin, not a vanity ROAS column.
Paid media · live work
What we typically find
The failure modes we audit out first.
4 patterns we see almost every time we look at an existing account. The audit pulls them apart before we touch anything.
Failure mode 01
No tracking that closes the loop
Most accounts can show CPL. Almost none can show cost per qualified booked job. The agent layer fixes this in week one.
Failure mode 02
ROAS optimised, margin ignored
Platforms optimise to the conversion you point them at. If that's a $12 lead instead of a $4,200 booked job, the budget burns.
Failure mode 03
Creative shipped monthly, not weekly
Ad fatigue is real. The accounts that compound have a creative engine, not a sporadic deliverable.
Failure mode 04
Junior buyer running the account
Most agencies front a senior in the pitch and put a junior on the work. We staff senior media buyers per account.
Visualised
From impression to booked job, with the leak rate at each step.
What we audit on day one. Most accounts haemorrhage between booked-call and booked-job. The agent layer plugs it.
Conversion funnellive
Impressions240,000 /mo
Clicks6,800 CTR 2.8%-97%
Leads410 CVR 6%-94%
Booked calls178 43%-57%
Booked jobs89 50%-50%
↳ Aggregate trades account, post-system. Pre-system, calls-to-jobs sat at 22%.
Spend mix, mature trades account
100%
spend mix
- Google Search42%
- Performance Max24%
- LSA18%
- Meta retargeting12%
- TikTok4%
The stack
What we ship, role by role.
Every layer named, scoped, and owned. No black boxes.
CHANNEL_02
Meta + Instagram
Creative-led prospecting + retargeting cells. Audience signals fed from CRM, not just pixel events.
CHANNEL_03
TikTok
Where the offer suits it. We don't run TikTok for vanity. We test before scaling.
CHANNEL_04
For advisor-led and B2B service businesses. Tight ICP audiences + cost-controlled retargeting.
CHANNEL_05
Local Service Ads
For trades and home services where Google verifies you. Direct booked-job intent, lowest CPL channel that exists.
LAYER_06
Creative pipeline
Weekly briefs, motion + static, ad-ready in 5 days. Tested in cells with a winning-spec promotion path.
How we ship it
3 steps. Each one auditable.
Step 01, day 0 to 7
Audit + thesis
We pull the account history, score the funnel from impression to revenue, and write a thesis on where the leak is.
Step 02, day 8 to 30
Build + launch
Tracking rebuilt, creative pipeline live, first cells in market. Daily reporting from the Ledger agent.
Step 03, day 31+
Optimise weekly
Cells either win or get killed. The pipeline keeps shipping. Quarterly re-architecture against shifted economics.
Average client outcome
Average reduction in CPL within 90 days of system launch.
32-client cohort, 2024–25
41%
FAQ, paid media
The honest answers.
- 01
Which platforms do you actually run?
Google Search, Performance Max, Meta, TikTok, LinkedIn, Local Service Ads where available. We don't add platforms for billing, we add them when the math works.
- 02
How fast does the creative pipeline ship?
Weekly briefs go out Monday. Static + motion ad-ready in 5 days. We test in cells, not in moods.
- 03
Do you handle the entire account or do we keep a buyer in-house?
Both work. We staff a senior buyer per account either way. If you already have a junior in-house, we mentor them through the playbook.
- 04
What reporting do we get?
Live Looker Studio dashboard plus a daily summary from the Ledger agent in Slack or email at 7am GST. Not a monthly PDF.
- 05
What if the offer doesn't convert?
We tell you in the audit before we sign. If the unit economics don't work, no amount of media spend will fix it. The audit catches that.
Paid media · taking clients
Senior buyer. Weekly creative. Margin-optimised.
Book the call. We'll walk you through what an audit on your account would surface.