Campaigns
Paid campaigns that can be traced past the click
A campaign that produces clicks is not the same as a campaign that produces customers. We build the measurement first, then run the spend against it — across Google and Meta.
Platforms
Two platforms, one measurement standard
Google and Meta are managed as one programme rather than two suppliers, because the customer does not experience them separately.
Search, Performance Max and remarketing. Account structure, keyword and negative-keyword strategy, ad copy, extensions, bidding logic and weekly optimisation — with conversion actions verified before spend is judged.
Meta
Facebook and Instagram. Business Manager and asset ownership review, pixel and conversions verification, audience and exclusion logic, and disciplined creative testing rather than constant restarts.
Audit to solution
What we find in ad accounts, and what it costs
What the audit may find
Conversions are counted, but the same enquiry is counted more than once — or not at all.
Business consequence
Cost per lead is wrong in both directions. Bidding algorithms optimise towards a signal that does not correspond to a real customer.
The signalIQ solution
We fix the tracking first, verify each conversion action fires once per real event, and only then let a budget be judged against it.
What the audit may find
The ad account is inside an agency's business manager rather than your own.
Business consequence
Campaign history, audiences and pixel data can walk out of the door with a supplier relationship, and you cannot audit your own spend.
The signalIQ solution
Ownership recovery: your business manager and ad accounts, with us added as a user. History and audiences stay with you.
What the audit may find
Every campaign points at the homepage rather than at a page built for the offer.
Business consequence
The promise in the ad is not on the page people land on, and the campaign cannot be measured separately from general site traffic.
The signalIQ solution
Campaign landing pages with their own conversion events, so each campaign can be judged on its own numbers.
What the audit may find
Creative is changed constantly, with no record of what was tested or what won.
Business consequence
Learning does not accumulate. The same ideas are re-tried every few months because nobody wrote down that they failed.
The signalIQ solution
A creative testing plan with a hypothesis, a fixed run length and a written result for every test.
What becomes measurable
Spend, joined to the outcome it produced
This is the chain a campaign has to complete before anyone can say what it was worth.
The revenue report then feeds back into the next campaign — budget and creative move towards what produced revenue.
Read the attribution chain as text
- Campaign — recorded: source, medium, campaign name.
- Ad / post — recorded: creative and audience.
- Landing page — recorded: page, session, referrer.
- Enquiry — recorded: form event, timestamp.
- CRM record — recorded: owner, stage, response time.
- Sale — recorded: value and close date.
- Revenue report — recorded: revenue by campaign.
- The revenue report feeds back into the campaign, so budget and creative move towards what produced revenue.
No figures are shown here on purpose. The values in this chain are your own and only appear once your accounts and systems are connected.
- Cost per enquiry and cost per qualified enquiry, per campaign — not just per account.
- Which campaign, ad and creative produced each enquiry currently sitting in the CRM.
- Revenue attributed back to campaign, once the CRM and reporting chain is connected.
- A written record of every test and every budget change, so results can be explained rather than guessed at.
What we implement
The parts of an account we actually build
Account structure
Campaigns, ad sets and ad groups organised around how you actually sell, not around whoever set it up first.
Conversion actions
Defined, verified, deduplicated, and matched to the CRM stages they are meant to represent.
Audience and exclusion logic
Who is targeted, who is deliberately excluded, and why — written down and reviewed.
Budget logic
How much goes where, what triggers a change, and what evidence is needed before spend scales.
Creative testing plan
Produced with our content partner, run at a volume that makes results meaningful.
Optimisation cadence
A regular review with a written record of what changed, why, and what happened next.
Engagement options
How involved you want us to be
The same capability, offered six ways. You are not required to buy the whole thing to get any of it.
Strategy only
Campaign strategy and media plan only — messages, audiences, budget split. Your team or your agency runs it.
Audit or review only
A structured account review: structure, tracking integrity, wasted spend and ownership. You keep the findings whether or not you engage us.
Setup only
We build the account, conversion actions and first campaigns correctly, then hand over the keys and the documentation.
Implementation project
A defined campaign launch — landing pages, tracking, creative and build — with an agreed end point.
Ongoing management
Month-to-month management: optimisation, creative testing, budget decisions and written reporting.
Full-service partnership
Campaigns run inside the whole system, with strategy, content, website and CRM handled together.
What this doesn't include
Being specific about the boundary is cheaper for both of us than discovering it mid-engagement.
- Ad spend itself. Media budget is paid by you, directly to the platform, and is never bundled into our fee.
- Guaranteed cost per lead, ranking, reach or revenue. Auction platforms are not ours to promise.
- Filming and photography production. Creative is produced with our content partner and is scoped separately.
- Management of an account we cannot verify tracking on. If measurement is broken, that gets fixed first or we do not take the work.
Where this connects
A campaign is only as good as what sits behind it
See what your ad spend is actually producing
The audit checks conversion tracking, account ownership and the path from click to recorded enquiry, and reports what it can and cannot verify.