Run to contribution margin, not to a dashboard.
Senior-managed Google Ads and PPC: campaign structure, search-term mining, budgets, negatives and quality score kept honest against your unit economics. Paid placements on AI surfaces as the platforms open up.
Paid is the fast lever: it buys demand you have not earned yet. We run it to contribution margin rather than to the platform's reported conversions, so spend follows what a customer is genuinely worth. Media budget is paid directly to the platform; there is no percentage markup on your spend.
Every discipline is run by the person named on your account and reported the same way. Switch discipline above to see what each one actually involves, and where we have flagged a capability as emerging rather than running.
What Paid & AI ads involves
Model the economics
What a customer is worth, what you can pay to win one, and where the margin actually sits. Everything is judged against this.
Instrument conversions
Server-side tracking and offline conversion imports so the platform optimises to revenue, not to a form fill.
Build the account
Structure, intent mapping and negatives, built to be legible rather than to hide waste.
Paid & AI ads, six things, in this order.
Model the economics
What a customer is worth, what you can pay to win one, and where the margin actually sits. Everything is judged against this.
Instrument conversions
Server-side tracking and offline conversion imports so the platform optimises to revenue, not to a form fill.
Build the account
Structure, intent mapping and negatives, built to be legible rather than to hide waste.
Launch high-intent first
Start where the money is clearest, prove the model, then widen with evidence.
Add paid AI placement
Extend into paid placement inside AI answers where your buyers are already asking.
Cut and compound
Weekly, against margin. What pays gets more; what does not gets stopped, not defended.
Worth doing, and not worth doing.
Do this if
Do not bother if
Four numbers, reported the same way every month.
Fixed at the start of the engagement so the reporting cannot be reshaped later to flatter the result. Whether they moved or not, they are in the report.
Contribution per pound spent
The number that matters: margin generated against media invested, not clicks or impressions.
Cost per qualified lead
What it costs to win an enquiry worth the sales team's time, tracked over the quarter.
Blended pipeline from paid
Enquiries and revenue attributable to paid, reconciled against your own CRM.
Wasted spend removed
The share of budget moved off terms and audiences that never converted.
Asked on every Paid & AI ads call.
Do you run ChatGPT and AI ads?
Google Ads and PPC are live, senior-managed services. Paid placements on AI surfaces are emerging: we are positioned for them and will advise now, and manage them as the platforms mature.