Campaigns built per service
Budget follows margin. A campaign for a $40,000 project is not managed like one for a $200 call-out, and neither should share a landing page.
Service · Paid ads
Paid ads measured in customers, not clicks.
Running the campaign is the easy half. The half that decides whether it works is telling Google and Meta what a sale actually is — so the bidding optimises toward revenue instead of toward whoever fills in a form. We do both.
How we run it
What managing your ads means here
Offers that survive your intake
We build the ad around a next step your team can actually staff. Cheap leads nobody calls back cost more than expensive ones that get answered.
Measured to sold, not to click
Conversions are defined as the outcome that means revenue to you, and where possible reconciled against what actually closed.
Conversion tracking
Why most ad accounts are optimising for the wrong thing
What actually goes wrong
A standard setup fires a conversion when someone reaches a thank-you page. The platform then does exactly what you asked: it finds more people who reach thank-you pages. Not more people who buy.
Those are different populations, and the gap between them is where the budget goes. The campaign that produces the most form fills is very often the one producing the least revenue, because the cheapest attention is the least commercial attention.
You cannot see the gap from inside the ad account, because the ad account has never been told what a customer is worth. It is not hiding the answer. It was never given it.
Where the data leaks
- Browser-side tags blocked by ad blockers and privacy settings, silently deleting a share of conversions and biasing every decision made from what is left.
- Sales that close on the phone or weeks later in a CRM, which the browser never sees at all.
- Every conversion counted as equal, so a $40,000 job and a $200 job push the bidding the same way.
- Duplicate conversions from a tag installed twice during a redesign, inflating results nobody questions.
- Tags firing before a consent choice, which is both a data-quality and a legal problem.
How we set it up instead
Server-side tagging. Instead of the browser reporting straight to the ad platform, events go to a server endpoint we control. That is the only place data can be inspected, deduplicated and enriched before it leaves — you cannot fix what the browser has already sent.
Conversions defined as outcomes. The platform learns that a job was booked or a proposal was signed, which campaign produced it, and what it was worth. Not that a page loaded.
Offline conversion import. When the sale closes days later in your CRM, that outcome is pushed back against the original click. This is the step that turns a lead-generation campaign into a revenue-optimised one, and it is the step most often skipped.
Consent before anything fires. Consent Mode v2 with denied defaults, and Global Privacy Control signals honored automatically for California visitors.
An audit of what is already installed. Most engagements start by removing tags nobody remembers adding.
The strictest state sets the bar, not your state
California's CCPA, as amended by the CPRA, imposes obligations on what you share with advertising platforms and requires a working "Do Not Sell or Share" mechanism. Its wiretapping statute (CIPA) has been the basis for a large volume of claims against ordinary businesses whose sites run third-party session recording and advertising scripts before a visitor consents to anything. Virginia, Colorado, Connecticut, Texas and a growing list of other states now have their own comprehensive privacy laws, and if you sell across state lines you are subject to the strictest one your customers live under.
Practically, a business anywhere in the country can face California exposure the moment a California resident visits its site. We build every account to the strictest standard on the map rather than the one where you happen to be incorporated — and a consent-first setup measures better anyway.
This describes why we build systems the way we do. It is not legal advice, we are not a law firm, and we do not certify anything as compliant. We work alongside your counsel.
Advertising rules
What you can and cannot say in an ad
Before-and-after imagery
Photos must be of your own work, used with permission, and must not be retouched or staged so the result looks better than it was. Keep lighting, angle and timeframe consistent, and disclose when results are not typical.
Testimonials and reviews
Real customers, real experiences, disclosed relationships. Anything given in exchange for a review — a discount, free work, an affiliate arrangement — has to be disclosed under the FTC's endorsement rules.
Claims you must be able to prove
"Guaranteed", "cheapest", "number one" and any specific outcome or savings claim need substantiation you can produce on request. Licensing and professional titles are regulated in several of the categories we work in.
We write and run ads with these constraints built in, and we flag anything on your existing site that looks like a problem. Final review of your advertising belongs with your counsel.
Questions
Straight answers
- How much should we spend to start?
- Enough for the platform to learn, which in most categories means a budget that buys at least 30 conversions a month. What that costs depends heavily on your market — a click in Los Angeles or New York can cost several times what the same click costs elsewhere. Below that threshold the campaign never exits the learning phase and you are paying to generate noise. If your economics cannot support it yet, we will say so and point you at SEO first.
- Do you charge a percentage of ad spend?
- No. The retainer is a flat monthly fee, so our incentive is not to talk you into a bigger budget. Ad spend is billed by Google and Meta directly to your card, never through us.
- Will consent-first tracking make our reporting worse?
- It changes what you can see. You lose some page-level behavioural detail. You keep the numbers that matter commercially: which campaign produced the customer and what it cost. In practice, server-side conversions usually recover more data than the consent gate loses.
- Who owns the ad accounts?
- You do. We work inside your Google Ads and Meta accounts, with our own user access. If we part ways, you revoke our access and keep every campaign, conversion action and dollar of history.
Find out what is already tracking your visitors.
The free audit scans your site for advertising and session-recording tags and reports exactly what it found, and where — with no assumptions about what it did not see.