Paid media

Ads that pay for themselves.

Paid media is advertising you pay for on platforms like Google, Meta (Facebook and Instagram) and LinkedIn. We plan, run and improve campaigns for ambitious businesses, and we judge them on the revenue they bring in, not the clicks they collect.

When does paid media make sense?

Paid media is the fastest way to be seen. It works best when you need results now while SEO and AEO build over time, when you’re launching something new, or when you know a customer is worth far more than the cost of reaching them.

It works less well when the website can’t turn visitors into enquiries. That’s why we check the landing page before we spend a penny.

Quick calculator

What can you afford to pay for an enquiry?

You can afford up to $133 per enquiry

A rough guide, using your numbers. On our free chat we turn it into a real plan.

Where we run your ads

Google Search and Shopping

Catching people actively looking for what you sell.

Meta (Facebook and Instagram)

Reaching new customers by interest and lookalike audiences.

LinkedIn

Reaching decision-makers by job title, company and industry.

YouTube and display

Building awareness and reminding past visitors.

How we run it: Found, Trusted, Chosen

Find the money

We start from what a customer is worth to you, then set what we can afford to pay to win one.

What you get each month

  • Campaign strategy and setup across the right platforms
  • Ad copy and creative, tested and refreshed
  • Landing page recommendations (or builds, with our Websites team)
  • Conversion tracking set up properly, so every result is counted
  • A monthly report and call: what we spent, what it earned, what’s next

Paid media and AI search

AI tools are starting to show ads inside their answers. We watch these new placements closely and will test them for you as they open up, alongside the AEO work that earns you unpaid mentions.

Questions about paid media

Enough to learn quickly, then more once we know what works. We’ll recommend a starting budget based on what a customer is worth to you.

People also ask

More questions about paid media, answered

See all 46 answers →

Which ad platforms do you manage?

Google Ads, Meta (Facebook and Instagram) and LinkedIn, plus other platforms where your audience spends time.

What is ROAS?

Return on ad spend: the revenue you earn for every unit of currency spent on ads. A 4x ROAS means four back for every one spent.

What is a good cost per enquiry?

It depends on what a customer is worth to you. Our calculator above shows the most you can afford to pay.

Do we need a separate landing page?

Usually, yes. A page built for the ad converts far better than sending people to your homepage.

What is retargeting?

Showing ads to people who have already visited your website, to bring them back when they’re ready.

How do you report on ads?

Monthly, in plain English: spend, enquiries, cost per enquiry, what worked and what we’ll change.

Go deeper in the Journal

Let’s make marketing the easy part.

Tell us where you are and where you’d like to be. We’ll tell you, honestly and simply, how we’d get you there. Twenty minutes, free, zero pressure, and not a single buzzword.