Lever 04 · Fill the Pipeline

Paid media judged on cost per customer.

Paid search, social and display can bring buyers quickly, or burn budget quietly. We plan and run campaigns across Google, Meta, LinkedIn and YouTube with conversion tracking tied to your CRM, so spend is judged on qualified enquiries and customers, not clicks.

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The problem

Ad spend rises while results stay unclear

Optimised for the wrong goal.

Campaigns are tuned for clicks or cheap leads, so the platforms deliver volume that your sales team quickly finds unqualified.

Tracking stops at the form.

Ad platforms see a form submission but never learn whether it became a customer, so they keep finding more of the wrong people.

Landing pages let it down.

Paid traffic is sent to a generic homepage or a slow page that does not match the ad, wasting the click you paid for.

Budget set by habit.

Spend is split across platforms the way it was last year, without testing where an extra unit of budget would produce more customers.

How we work

Track, test, scale what converts

Step 1

Instrument

We set up conversion tracking from ad click to CRM outcome, so every platform can optimise toward qualified leads and revenue.

Step 2

Structure

We rebuild campaigns around audiences, offers and buying intent, with landing pages matched to each group of ads.

Step 3

Test

We run disciplined tests on audiences, creative, offers and bids, changing one variable at a time and recording what we learn.

Step 4

Scale

We move budget toward the campaigns with the lowest cost per qualified enquiry and cut the ones that do not convert.

What you get

A paid media programme you can audit

Account and tracking audit

A review of current campaigns, spend, targeting and tracking, identifying wasted budget and gaps between ad data and CRM outcomes.

Conversion tracking setup

Pixels, conversion events and offline conversion imports from your CRM, so platforms learn from qualified leads and customers.

Campaign architecture

Campaigns organised by audience, offer and intent across Google, Meta, LinkedIn and YouTube, with budgets and bidding rules defined.

Landing pages and creative

Dedicated landing pages and ad creative for each priority offer, produced to your brand and tested in several variants.

Testing log

A running record of every test, hypothesis and result, so learning accumulates and is not lost when people change roles.

Monthly performance report

Spend, cost per qualified enquiry, pipeline and revenue from paid media against baseline, with the budget moves planned for next month.

What we measure

Judged by the numbers, not the activity.

We take a baseline in Review week, agree targets in writing and report against them every month.

Cost per qualified enquiry

Return on ad spend

Lead-to-opportunity rate

Wasted spend removed

You are a good fit if

You spend on ads but cannot see which campaigns produce actual customers.

Your sales team says paid leads are mostly unqualified or unreachable.

You want to scale paid media but need evidence before increasing budget.

FAQ

Questions leaders ask us.

What budget do we need?

It depends on your market, deal value and the platforms that reach your buyers. We review your current spend and targets during the Revenue Review and recommend a test budget large enough to learn from. Ad spend is paid directly to the platforms, separately from our fees.

Who owns the ad accounts?

You do. Campaigns run in accounts registered to your business, with us added as managers. If you leave, your accounts, data, audiences and campaign history stay with you. We do not run client spend through accounts that we control.

Which platforms do you manage?

Google search, display and YouTube, plus Meta for Facebook and Instagram, and LinkedIn for business audiences. We recommend a mix based on where your buyers are and what each platform costs per qualified enquiry, rather than running every platform by default.

How quickly will we see leads?

Paid media can generate traffic soon after launch, but quality matters more than speed. The early phase focuses on tracking and testing, so first results are learning as much as leads. We report weekly at the start, then move to the monthly report against baseline.

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Start with a free Revenue Review.

One week, no charge. We find where your revenue leaks and show you whether Digital Marketing is the right first move, with us or without us.

Talk to a Growth Architect