Capability 05 · Paid media measured on sales

Performance marketing judged on sales and leads you can verify.

We plan and run paid search, paid social, retail media and programmatic campaigns, with creative made for each platform. Consented tracking and incrementality tests measure what each channel adds.

Start a performance brief How it runs
Typical start
4–6 weeks to a measured baseline
Channels
Search · social · retail · programmatic
Standard
Incrementality, not last click
Media plan · 6-week scheduleYour company

Illustrative media plan: five channels with budget share and spend against plan, beside a geo holdout chart where test regions pull ahead of holdout regions, showing incremental conversions.

Week 2 · geo holdout, 12 test / 12 control regions · incremental conversions Reading · too early to callWeek 4 · geo holdout, 12 test / 12 control regions · incremental conversions +7.8% · 90% CI 1.2–14.0Week 6 · geo holdout, 12 test / 12 control regions · incremental conversions +9.4% · 90% CI 4.1–14.2 Illustrative

What we do · 6 parts

Measurement first, then paid media.

We set up and test conversion tracking before budget moves, so every channel is judged on numbers you can trust.

A hand-drawn line chart on paper beside a ruler, pens and a notebook on a wooden desk
  1. 01

    Measurement & tracking foundation

    Server-side tagging, conversion APIs, consent mode and offline conversion imports, so ad platforms optimise for sales and qualified leads.

    Server-side · consented
  2. 02

    Paid search & shopping

    Search, shopping and automated campaigns managed for margin and qualified pipeline, with search terms and placements reviewed weekly.

    Search · shopping feeds
  3. 03

    Paid social & video

    Social and video campaigns built for each platform, with creative, audiences and frequency planned together.

    Social · video
  4. 04

    Retail media & marketplaces

    Sponsored placements on marketplaces and retailer networks, planned around listing quality and stock levels.

    Marketplaces · retailers
  5. 05

    Creative testing

    Enough variants to learn from, each with a hypothesis; AI drafts them and a named person approves each before it runs.

    Hypothesis per variant
  6. 06

    Incrementality & budget allocation

    Geo holdouts, matched-market tests and media-mix modelling show what spend adds and inform the budget split.

    Holdouts · mix model

How it runs · 4 stages

Six weeks to a baseline, then weekly optimisation.

The first phase fixes measurement and creative supply. Scaling starts once the numbers hold up.

  1. 01

    Wk 01–02

    Audit

    We review accounts, tracking, consent, feeds, creative and past results, then list waste and gaps with an estimated cost for each.

    • Account audit
    • Tracking gap list
    • Baseline report
  2. 02

    Wk 02–04

    Track

    We set up and test server-side tagging, conversion APIs, consent handling and offline conversions.

    • Server-side tracking
    • Consent configuration
    • Conversion validation
  3. 03

    Wk 04–08

    Launch

    We restructure campaigns and set audiences and bidding, then launch new creative with a test calendar from week one.

    • Campaign structure
    • Creative batch
    • Test calendar
  4. 04

    Ongoing

    Scale

    Weekly optimisation, monthly incrementality reports and quarterly reallocation across channels, each decision recorded with its evidence.

    • Weekly optimisation
    • Incrementality reports
    • Budget model

In practice · holdout read-out

Geo holdout tests show what your ad spend added.

We split regions into matched test and control groups before spend changes. Only the difference between them is reported as lift.

Geo holdout · Paid social, 6 weeksTest vs control
Geo holdout · Paid social, 6 weeks: illustrative sample
Region groupSpendConversionsPer 100k peopleRead
Test · North cluster ₹18.4L2,18471.2Exposed
Test · West cluster ₹21.1L2,43669.8Exposed
Control · South cluster —1,90264.9Held out
Control · East cluster —1,65564.1Held out
Pre-period fit 8 weeksr = 0.96—Matched
Incremental lift
+9.4%90% CI 4.1–14.2
Incremental ROAS
2.1×vs 4.8× platform-reported
Budget decision
Scale +30%Signed off by finance

Illustrative Not a client result. Our reports state the method, the matching and the confidence interval.

What you get

Accounts, tracking and tests all in your name.

Ad accounts, tracking, the test library and every incrementality report are documented so another team could run them tomorrow.

A hand marks a printed sheet of bar and ring charts with a pencil beside a calculator and a laptop
Read weeklyjudged on lift, not on clicks
Performance Marketing deliverables and their formats
#DeliverableFormat
01Account & tracking auditReport
02Server-side tracking set-upTag manager · conversion APIs
03Campaign structure & bidding strategyAccounts · document
04Creative testing framework & assetsSheet · assets
05Incrementality test design & resultsReport
06Performance dashboardLooker · Power BI
07Monthly budget allocation modelSheet

What changes

Paid media your finance team can check.

Each is measured against a holdout group and your current baseline. These are aims; results are not guaranteed.

  1. Numbers the board can trust

    Consented server-side tracking with offline conversions, so reported revenue reconciles with your finance figures.

  2. Creative supply that keeps up

    A testing framework and weekly production that give each platform enough different variants to learn from.

  3. Budget moved on evidence

    Holdout and matched-market tests decide where the budget goes next.

Tools we work in

Ad and analytics tools, reporting to your data warehouse.

We use these tools; no partnership is implied. Automated bidding stays within spending limits a named person sets.

  • Google
  • Google Analytics
  • Google Tag Manager
  • Google BigQuery
  • Looker
  • HubSpot
  • Shopify
  • Semrush
  • PostHog
  • Mixpanel

Also in use

  • Power BI
  • Salesforce
  • dbt
  • OpenAI

Frameworks we build to

Tracking that respects consent, bidding models we can explain.

We check tracking, audiences and automated bidding against these frameworks. We build to them; we are not certified in them.

  • GDPR — General Data Protection Regulation (EU) 2016/679

    General Data Protection Regulation (EU) 2016/679

    Pixels and conversion APIs fire only after consent; ad platforms receive the consent status and server events carry minimal data.

  • DPDP Act 2023 — Digital Personal Data Protection Act, 2023

    Digital Personal Data Protection Act, 2023

    Customer-list uploads limited to people who agreed to marketing, hashed before upload and deleted when consent is withdrawn.

  • WCAG 2.2 AA — Web Content Accessibility Guidelines

    Web Content Accessibility Guidelines

    Landing pages are checked for contrast, focus order and form labels as well as conversion rate.

  • NIST AI RMF 1.0 — AI Risk Management Framework

    AI Risk Management Framework

    Automated bidding and audience models are documented: what they optimise, the spending limits and who reviews them each week.

Services & packages

Paid media services, bought alone or together.

You can start with a paid media audit or tracking set-up, then add channels, creative and budget modelling as you need them.

Categories
04
Services
16
Packages
04
Not sure what you need? Describe the problem

How to buy

  1. 01Pick services. Enquire about one, or add several to a brief.
  2. 02Choose a package. A sprint, a fixed project or an ongoing team.
  3. 03Send the brief. We reply within one working day.

Browse by category

Timelines are typical. Every quote follows a written scope.

01Measurement foundation

4 services
Typical timeline: 2–3 weeks

Paid media audit

An independent review of accounts, tracking, feeds and creative that puts a cost on waste and ranks what to fix first.

What’s included

  • Account structure and bidding review
  • Tracking and consent validation
  • Creative and landing page review
  • Ranked fix list with estimated impact
  • Audit
  • Ranked fixes

Best forAdvertisers who suspect part of their spend is wasted.

Typical timeline: 3–6 weeks

Server-side tracking & consent

Server-side tagging, conversion APIs and consent mode implemented and validated, so platform data survives privacy changes.

What’s included

  • Measurement plan tied to revenue events
  • Server container and conversion API set-up
  • Consent mode and banner integration
  • Full validation and documentation
  • Server-side
  • Consent mode

Best forAdvertisers whose conversion counts fell and never recovered.

Typical timeline: 3–5 weeks

Offline & CRM conversion imports

Qualified leads, sales and returns sent back to the ad platforms from your CRM, so bidding optimises for revenue.

What’s included

  • CRM to platform conversion mapping
  • Automated import pipeline
  • Lead quality and value modelling
  • Validation against finance numbers
  • CRM
  • Value-based bidding
  • Salesforce

Best forB2B and considered-purchase advertisers whose bidding optimises for form fills.

Typical timeline: 3–5 weeks, then ongoing

Product feed management

Clean, enriched and rule-based product feeds, because shopping and retail media results depend on feed quality.

What’s included

  • Feed audit and error resolution
  • Attribute enrichment and titles
  • Rules by margin, stock and seasonality
  • Monitoring and disapproval alerts
  • Shopping feeds
  • Enrichment

Best forRetailers whose shopping results are limited by feed quality.

02Channels

5 services
Typical timeline: Ongoing, monthly

Paid social & video

Campaigns built for each social and video platform, with account structure, audiences and weekly creative planned together.

What’s included

  • Account structure and audience strategy
  • Creative brief and weekly variants
  • Frequency and saturation management
  • Weekly optimisation and reporting
  • Social
  • Video

Best forBrands whose social results depend entirely on one old ad.

Typical timeline: Ongoing, monthly

Retail media & marketplaces

Sponsored placements on marketplaces and retailer networks, planned together with listing quality, price and stock.

What’s included

  • Listing and content quality review
  • Campaign structure by category and term
  • Stock and margin-aware bidding
  • Share of shelf and performance reporting
  • Marketplaces
  • Retail networks

Best forBrands selling through marketplaces as well as their own site.

Typical timeline: Ongoing, monthly

Programmatic, display & CTV

Programmatic, display and connected TV buying, with inventory quality, brand safety and frequency set for each campaign.

What’s included

  • Inventory and supply-path review
  • Audience and contextual strategy
  • Brand safety and exclusion lists
  • Reach, frequency and outcome reporting
  • Programmatic
  • CTV

Best forAdvertisers buying reach without knowing where it ran.

Typical timeline: 4–6 weeks to set up, then monthly

App install & engagement campaigns

App campaigns measured on what users do after install, with attribution, events and creative built for the store and the feed.

What’s included

  • Attribution and event set-up
  • Store listing and creative optimisation
  • Install and post-install campaign structure
  • Cohort and retention reporting
  • App installs
  • Retention

Best forApp teams paying for installs from people who never come back.

03Creative & conversion

3 services
Typical timeline: Ongoing, monthly

Performance creative production

A weekly supply of ad creative built from what is working, in the formats and aspect ratios each platform needs.

What’s included

  • Creative strategy from performance patterns
  • Weekly static and video variants
  • Platform-specific formats and cut-downs
  • Performance report for each creative
  • Weekly batches
  • All formats
  • OpenAI

Best forAdvertisers who cannot make new ads as fast as platforms need.

Typical timeline: Ongoing · monthly cycles

Creative testing programme

Structured testing with one hypothesis per variant, so each test shows which idea works.

What’s included

  • Testing framework and hypothesis log
  • Test calendar and sample size guidance
  • Analysis at concept and element level
  • Learning library that informs the next brief
  • Hypotheses
  • Learning library

Best forTeams running tests that never produce a conclusion.

Typical timeline: 3–6 weeks

Landing pages & conversion optimisation

Landing pages built and tested for one action, with speed and accessibility treated as part of conversion.

What’s included

  • Page design, copy and build
  • Form, tracking and consent set-up
  • Speed and accessibility checks
  • Test plan and iteration
  • CRO
  • Fast pages

Best forAdvertisers paying for clicks that land on a slow page.

04Measurement & allocation

4 services
Typical timeline: 6–10 weeks per cycle

Incrementality testing

Geo holdouts and matched-market tests that show what your media adds, designed so the result survives scrutiny.

What’s included

  • Test design and market matching
  • Execution and monitoring
  • Analysis with confidence stated plainly
  • Decision recommendation
  • Holdouts
  • Geo tests
  • dbt

Best forTeams whose platform-reported returns look too good to be true.

Typical timeline: 8–12 weeks

Media mix modelling

A statistical model of how your channels contribute together, used alongside holdout experiments.

What’s included

  • Data preparation across channels
  • Model build and validation
  • Contribution and saturation curves
  • Scenario planning for budget changes
  • Mix modelling
  • Saturation

Best forAdvertisers with enough history and several channels in play.

Typical timeline: 4–6 weeks

Paid media dashboard

Every channel in one view, on agreed definitions, reconciled with your CRM and finance numbers.

What’s included

  • Data pipeline from platforms and CRM
  • Cost, conversion and margin views
  • Alerting for spend and performance anomalies
  • Monthly commentary
  • Dashboard
  • Reconciled
  • Power BI

Best forTeams whose channel reports never add up to the same total.

Typical timeline: 3–5 weeks

Budget allocation model

A model that turns test results and saturation curves into a defensible budget split, with scenarios for higher and lower spend.

What’s included

  • Channel role and allocation logic
  • Scenario modelling for budget changes
  • Quarterly reallocation process
  • Board-ready summary
  • Allocation
  • Scenarios

Best forMarketing leaders defending next year’s budget.

Your brief

Tick “Add to brief” on any service, choose a package, then continue. Or enquire about one service directly.

How we work with you

Ways to engage, from a question to an RFQ.

Ask a quick question, send a project brief or issue a formal RFQ. The lead for the work reads each one in full, and any services already in your brief go with it.

Or book a thirty-minute call

What are you sending?

  1. 01

    About 2 minutes4 required answers

    For a first conversation, a press request or anything that does not need a scope yet.

    You get A reply from a named lead

  2. 02Recommended

    About 8 minutes5 short steps

    Goals, audiences, a budget band and timing, so our first reply can outline the work.

    You get Options and a first scope after one call

  3. 03

    About 15 minutesYour documents attached

    Your documents, deadlines and the procurement and security rules the work must meet.

    You get Receipt confirmed and a named bid lead

How it is priced

Each package shows its pricing model. Work starts once a written scope and quote are agreed.

  • Typical length
    Ongoing · 6-month minimum
    Pricing
    Monthly fee

  • Typical length
    1–3 weeks
    Pricing
    Fixed fee

  • Typical length
    4–12 weeks
    Pricing
    Fixed price

  • Typical length
    Ongoing · 3-month minimum
    Pricing
    Time & materials
Compare what each package includes
What each package includes and who it suits
PackageEvery engagement includesBest for
RetainerReserved monthly capacity to run, improve and extend what we built.
  • A reserved block of team time every month
  • Agreed response times for requests and fixes
  • A monthly review and a rolling backlog
  • Planned improvements as well as upkeep
 Live brands and products that need a steady team without hiring one
SprintA short, fixed-scope engagement that answers one defined question.
  • Scope and outcome agreed before day one
  • A senior lead plus the specialists needed
  • A working review every week
  • A decision-ready answer or prototype
 Discovery, a diagnostic, a prototype or a decision you need to make soon
ProjectA defined scope, delivered for a fixed price.
  • Statement of work with deliverables and acceptance criteria
  • A named project lead and a fixed team
  • A shared plan with dated checkpoints
  • Source files, yours once paid for
 Work you can describe up front: an identity, a platform or a set of tools
SquadA dedicated team that works inside your stack and sprint schedule.
  • Named specialists matched to your roadmap
  • Works in your tools, meetings and backlog
  • Scale the team up or down each month
  • Knowledge transfer built in from week one
 Teams with a clear roadmap that need more senior people quickly

Questions

Paid media questions, answered plainly.

For anything else, ask us. The first call is about your goals.

01Do you charge a percentage of ad spend?

Commercial models are agreed per engagement, and we are glad to work on a fee that is not tied to spend so the incentive stays on outcomes. Exact terms are set in the agreement.

02Who owns the ad accounts?

You do. Campaigns run in your accounts, on your billing and with your data, and we hand back full access when the engagement ends. What we make for you is yours once it is paid for. Tools we already had stay ours, and you get a free, permanent licence to use them.

03Is last-click attribution still useful?

As a diagnostic, sometimes. For budget decisions we combine platform data, consented first-party tracking and incrementality tests, then add a media-mix model once there is enough history.

04How does privacy change paid media?

Tracking now depends on consent and first-party data. Consent mode, server-side tagging and modelled conversions do the work third-party cookies used to. We build the consented path first and treat anything cookie-dependent as temporary.

05How much creative do we need?

More than you might expect. Platforms now optimise more on creative than on audience settings, so a steady supply of new concepts is what moves cost per acquisition.

Works best with

Two capabilities that work well with performance marketing.

Each capability can be bought on its own or added later.

Capability 06 Channel and budget planning Omnichannel Marketing Strategy Who to reach, where and when, with the measure agreed before launch. Explore Capability 04 Creators and communities Social & Influencer Activation Creator and influencer partnerships that put your brand in the right conversations. Explore

Tell us what you need built.

You will speak to a lead who would run the work, and get a straight answer on fit.

Book a call

Three ways to start

Every engagement starts with a written scope and a quote agreed before work begins.

Choose one of the three ways above
See the work Explore our services Industries we serve Meet the team Email us Read our approach