01
Account and campaign structure
Campaigns split by offer and intent rather than by whoever set them up, with naming that lets finance read the spend without a translator.
PERFORMANCE AND PAID
Spend that survives a finance review
Account structure, one landing page per offer, creative tested on a cadence, and conversion numbers that reconcile with what the CRM says.
Reconcile my ad spend
30 minutes with an engineer, no sales call
What this is
Numbers that match the CRM
Paid media fails a finance review when the platform reports conversions the CRM has never heard of. We start from the definition of a qualified lead in your CRM, make the tracking send exactly that, then structure the account so spend maps to offers and each offer has a page built for it. Creative is tested on a schedule rather than refreshed on instinct. No promised return, and no benchmark quoted without naming its source.
This is for you if
- The platform reports conversions, your sales team reports silence, and neither number can be reconciled.
- Every campaign points at the homepage, so the message that won the click disappears on arrival.
- Budget is set once a quarter and spent unevenly, so half the month runs on fumes.
This is not the right fit if there is no working conversion path yet. Fix that first: one offer written plainly, a page that carries it, a form that reaches a real inbox, and a CRM record created on submit. Paid traffic against a broken path buys you data about the breakage.
Scope
What we build
02
Conversion tracking that matches the CRM
Events defined from CRM stages, sent server side where possible, and reconciled so platform counts and CRM counts can be compared line by line.
03
A landing page per offer
The promise from the ad repeated at the top, the objection handled, one action, and no navigation competing with it.
04
Creative testing cadence
A set number of variants per cycle, one variable changed at a time, and a written rule for when a variant is retired.
05
Reporting the finance team accepts
Spend, qualified leads and pipeline stage in one view, sourced from the CRM, with the platform figure shown beside it and the gap explained.
How it goes
From unexplainable spend to a defensible view
- 01
Tracking and CRM reconciliation
One to two weeks
We define a qualified lead with your sales team, fix the events, and compare platform and CRM counts until the difference is explainable.
- 02
Structure and pages
Two to three weeks
Account rebuilt around offers, landing pages built per offer, pacing rules set against the monthly budget.
- 03
Testing cycles
Ongoing in two to four week cycles
Creative and page variants tested one variable at a time, decisions recorded, losers retired on the written rule.
Artefacts
What you receive
Written record
Qualified lead definition agreed with sales
Account and naming structure document
Testing rules and decision log
Reconciliation notes explaining platform versus CRM gaps
In place
Server side conversion tracking
Campaign structure mapped to offers
A landing page per live offer
Budget pacing rules
Reporting
Spend to pipeline view sourced from the CRM
Creative test results by cycle
Monthly review notes
Handover session recording
We report what the CRM can prove. We do not promise a return, and any benchmark we cite names its source.
Related work
The rest of this line
SEO and answer engine optimisation
Be found by search engines and quoted by answer engines.
Analytics and conversion
Clean measurement, then structured tests on the pages that decide deals.
Back up one level
Digital marketing
Search visibility, paid performance and the analytics that connect them to revenue.
Paid channels measured on qualified pipeline, not impressions.
Questions
Questions we get about performance and paid
Next step
Bring last month's spend and your CRM lead count
Book a technical assessment
30 minutes with an engineer, no sales call