Tracking comes first
Most underperforming ad accounts I audit have the same root problem: the data is wrong. Conversions fire twice, or not at all, or the platforms cannot see sales that happen after the first visit. Every optimisation decision is then a guess. So before touching campaigns I rebuild measurement properly:
- GA4 and Google Tag Manager with clean, deduplicated conversion events
- Meta Conversions API and Google enhanced conversions to recover signal lost to browsers and privacy settings
- Consent Mode set up for GDPR, UK GDPR and US state privacy laws, so tracking respects visitors' choices in every market
- Offline conversions where sales close by phone or in person
Campaigns structured around what makes money
With trustworthy data, the account is organised around your most profitable products, services and audiences rather than whatever the platform suggested at set-up. Search campaigns target clear buying intent; Meta campaigns combine broad targeting with strong creative and a sensible budget split between finding new customers and winning back warm ones.
Creative and landing pages
On Meta and TikTok, creative now does most of the targeting. I run structured tests on hooks, angles and formats, often using UGC ads. Clicks then land on pages built for that specific offer; if those pages are slow or vague, I fix them through web development rather than paying for traffic that bounces.
A dashboard you can check any day
You get a live Looker Studio dashboard showing spend, conversions, cost per acquisition, return on ad spend and revenue, pulled straight from the platforms and GA4. Each month I add a short written review: what changed, why, and where the budget should go next.
Results
For one client, rebuilding tracking, restructuring campaigns around verified high-intent audiences and adding a daily dashboard grew revenue by 1,200% over four months while return on ad spend more than doubled. Read the performance marketing case study.
Paid and organic together
Paid search data shows which keywords convert before you invest months of SEO in them, and organic content that performs well becomes proven ad creative. Running both under one plan is cheaper than running them apart.