01 / Attract
Paid acquisition built around qualified leads.
Google Ads and Meta campaigns structured around the conversions that matter to the business, with messaging aligned from ad to page to follow-up.
What this actually is
Paid acquisition buys attention. Whether that attention becomes pipeline depends on what the campaign is optimizing toward and what happens after the click.
We build campaigns against a qualified-lead definition the sales side agrees with, then feed that signal back into optimization wherever the platforms and CRM allow it.
Where it usually breaks
- 01Campaigns optimize toward form fills that sales considers unqualified
- 02Ad promise and landing page say different things
- 03Conversion actions are duplicated or double-counted across platforms
- 04Search terms drift because negative keyword work stopped
- 05Reporting stops at cost per lead and never reaches cost per customer
What the work includes
Strategy & structure
- Account structure and campaign architecture
- Keyword, audience and placement strategy
- Negative keyword discipline and search-term review
- Budget allocation across campaigns and channels
Message & creative
- Campaign messaging strategy
- Audience-message alignment
- Offer positioning
- Ad copy and creative testing frameworks
- Landing-page alignment and message match
Measurement
- Conversion tracking tied to qualified actions
- Offline and CRM conversion feedback where supported
- Monthly strategy review and reallocation
How it connects to the system
Paid media is only the front door. Campaigns are built against the conversion, CRM and measurement layers so spend responds to what happens after the click.
- Depends on the conversion layer: a strong campaign on a weak page wastes budget
- Feeds the CRM, which decides whether the lead becomes an opportunity
- Relies on measurement to know which campaigns produce qualified demand
How performance is measured
- Cost per qualified lead, not cost per form fill
- Lead-to-opportunity rate by campaign
- Search term relevance and wasted spend
- Landing page conversion rate by ad group
What to expect — and what isn't promised
A learning period before conclusions are reliable, honest reporting on what is not working, and a clear view of which campaigns deserve more budget.
- Not guaranteed: A specific cost per lead or return on ad spend
- Not guaranteed: Results in the first month of a new account
- Not guaranteed: That paid media will fix a conversion or follow-up problem
Typical fit
Businesses ready to invest in paid lead generation and willing to define what a qualified lead actually is.
Common questions
Yes. Campaigns run inside accounts your business owns, and you keep the history if the engagement ends.
No. Media spend is billed directly by the platforms to your account. Management fees are separate and stated up front.
It depends on whether the demand already exists. Search captures people looking now; Meta creates awareness among people who are not searching yet. Many businesses need only one to start.
That is usually a definition, targeting or page problem rather than a bidding problem. We trace it through the CRM before changing budgets.
Next step
Start with a System Review.
A short, free diagnostic conversation about how your current setup fits together — and which part to address first.