Paid media reported against qualified pipeline
Google Ads, Meta, TikTok and LinkedIn run as one account structure, with conversion tracking you can defend and spend paced against cost per qualified lead rather than clicks.
The problem
The account spends every month and nobody can say what it bought. Campaigns were built by whoever set them up, conversions count form views rather than customers, and the reporting proves activity instead of pipeline.
You are probably here if
If three or more of these are true, this pillar is where your constraint lives.
- 01Cost per lead is known, cost per qualified lead is not
- 02Performance Max is most of the budget and none of the visibility
- 03Search terms show queries you would never pay for
- 04Conversions count a page view or a click, not a sale
- 05The agency owns the account and the history
What we actually do
Account restructure
Campaigns rebuilt around intent and margin, with budgets that follow the money rather than the alphabet.
Search and Shopping
The queries that end in a purchase, with negatives worked weekly rather than at the quarterly review.
Performance Max control
Asset groups, exclusions and feed rules that turn a black box into something with edges.
Conversion tracking
Server side where it matters, consent aware, and counting the event that means revenue.
Remarketing
Audiences from your own data, capped so a customer stops seeing an advert for what they already bought.
Feed management
Titles, attributes and exclusions for Shopping, because the feed is the campaign.
Creative programme
A queue of concepts tested in turn, each with a hypothesis and an outcome, not a folder of assets.
Audiences from your data
Customer lists, site behaviour and lookalikes rebuilt from what you own, not from what a platform infers.
Landing pages
The page the advert promised, built and tested with the creative rather than after it.
How it runs, and where you can stop
Each phase ends with something you own. Stopping after any of them leaves you better off than before it.
- 011-2w
Audit
Structure, search terms, tracking and what the account already proved before we arrived.
- 022w
Rebuild
Structure, tracking and negatives first. Nothing scales on a measurement you cannot trust.
- 03ongoing
Run
Weekly pacing, search term work, tests that end with a decision. One standing report.
- 043mo+
Scale
Budget moves toward what converts qualified pipeline, and stops at the line where a lead stops paying.
What you receive
Artifacts, not a slide deck. Each one is usable by your team without us in the room.
- Account structure you own, with our access removable in a click
- Conversion tracking that survives a consent banner
- Negative keyword and exclusion programme, worked weekly
- Search term review with decisions, not a spreadsheet
- Budget pacing against cost per qualified lead
- One monthly report tied to pipeline
What this is usually built on
The services that sit beside it
AI transformation
Most AI projects fail because they add a chat box next to the problem instead of removing the step that costs the hours. We start from the workflow, and from the systems and the data underneath it.
Web development
New builds, rescues and re-platforms, measured against what the site earns rather than against how it looks. The brand system that carries it is built in the same engagement.
Blockchain development
Smart contracts, tokenised assets and shared records between parties who do not trust each other's database. We say first whether you need one, and usually you do not.
SEO management
One monthly programme: technical fixes, content architecture and internal links, aimed at the queries that end in a sale rather than the ones that end in a visit.
Growth transformation
Organic accounts, reputation, lifecycle and conversion run as one programme, with fractional leadership above it for the companies that need the seniority before they can justify the salary.
Not a fit if
We would rather lose the engagement on this page than at week six.
- There is no offer to test yet, and the ask is for spend to find one
- The account and its history must stay with somebody else
- Success is defined as ROAS on last click rather than qualified pipeline
Asked on almost every first call
Who owns the account?
You do, from the first day. Your account, your billing, your data. Leaving us means removing our access, not rebuilding a year of history.
Do you charge a percentage of spend?
No. A fee on spend pays us to spend more, which is the wrong incentive to hand the person choosing the budget. It is a monthly fee for the work.
What is the minimum budget?
Below roughly ten thousand dirhams a month the management fee is most of the cost and the data is too thin to decide anything. We will say so rather than take it.
How long before it moves?
Tracking and structure inside two weeks. A trustworthy read on cost per qualified lead takes a full buying cycle, which for most of our clients is four to eight weeks.
Do you touch the landing pages?
Yes, when they are the problem. Half of what looks like a bidding failure is a page that answers a different question than the advert promised.
Bring the constraint, not the brief
If three or more of these are true, this pillar is where your constraint lives.