Why Your Marketing Isn't Generating Enough Leads
Struggling to generate leads? Discover the most common reasons B2B marketing fails and what to fix before increasing your marketing budget.
Read article →Paid media and performance marketing that pays back.
Paid media is the fastest way to buy attention and the fastest way to waste budget. We plan, buy and optimise campaigns around the full funnel, so spend follows what produces customers, not clicks.
WHAT IT IS
What is paid media?
Paid media covers paid search (such as Google Ads), paid social (Meta, LinkedIn, TikTok and others), display and video. Performance marketing is the discipline of running that spend against measurable outcomes like qualified leads, customer acquisition cost and revenue.
WHO IT'S FOR
Who it's for
- Businesses spending on ads without a clear view of return.
- Teams whose cost per lead looks fine but whose leads rarely buy.
- Companies ready to scale a channel that is already working.
- B2B companies running LinkedIn or search for pipeline.
SOUND FAMILIAR?
Problems we solve
1
Cost per lead is reported, but cost per customer is unknown.
2
Campaigns are optimised for clicks the sales team never sees.
3
Budget is split evenly instead of following results.
4
Landing pages and follow-up waste the traffic ads are buying.
OUR APPROACH
See. Understand. Create. Grow.
SEE
Audit accounts, tracking, landing pages and the path from click to sale before changing any campaign.
UNDERSTAND
Find whether the constraint is targeting, creative, landing experience, follow-up or economics.
CREATE
Campaign structure, audiences, creative and landing page changes, with conversion tracking you can trust.
GROW
Weekly optimisation and monthly budget reallocation based on customer acquisition cost and revenue.
DELIVERABLES
What you get
- Paid media audit and tracking review
- Channel and budget plan
- Campaign build across search and social
- Ad creative and testing plan
- Landing page recommendations
- Performance reporting on CAC, pipeline and revenue
MEASUREMENT
How we measure it
- Customer acquisition cost (CAC), not only cost per lead (CPL)
- Lead-to-customer conversion rate by campaign
- Return on ad spend or payback period
- Pipeline and revenue from paid channels
THE RIGHT CALL WHEN
You have a converting offer and a working funnel, and you want to reach more of the right people predictably.
DO SOMETHING ELSE FIRST WHEN
If acquisition isn't your real constraint, more spend makes the problem more expensive. When most traffic is lost after the click, fix conversion first.
OUR POINT OF VIEW
We don't recommend increasing paid media spend until we understand whether acquisition, conversion or retention is the actual constraint.
FAQ
Paid Media: questions we get asked
What budget do we need for paid media?
It depends on your market, deal size and goals. We would rather start with a budget that can produce clear learning, then scale what works, than spread a large budget thinly across every platform.
Should we focus on CPL or CAC?
CAC. A low cost per lead means little if those leads rarely become customers. We track cost per lead as an early signal and judge campaigns on cost per customer and revenue.
Which platforms do you manage?
Google Ads, Meta (Facebook and Instagram), LinkedIn, TikTok and YouTube are the most common, chosen by where your buyers are and how they buy.
Will you change our landing pages?
Where they limit results, yes, or we will give your team clear recommendations. Ads and the page they lead to work as one system.
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