The right people, seeing the right message, at the right moment.
Meta ads run with a plan, Google Ads when search intent is the play, and a landing page on the other end that's ready for the people who click.
This is one of ours. Hover the five markers to see what each part is doing.
Most ad accounts underperform on one or two of these, and the fix is rarely "more budget."
The hook
The first line decides whether anyone reads the second. It names a specific moment your ideal client recognizes as their own.
The creative
Image or video that stops the thumb. We'll direct it, test several and let the numbers choose. Real photos usually beat polished ones.
The offer
One clear thing, with a reason to act now. A call, a guide, a quote, a workshop. Ads can't fix a vague offer, so we fix the offer first.
The call to action
Tells people exactly what happens when they click. Matching the button to the promise lifts conversion more than most people expect.
The landing page
The ad is only half of it. The page they land on has to continue the same conversation, load fast and capture cleanly. This is where The Connected Pipeline and Campaign Partnerships meet.
Want to know if ads make sense for your offer yet? Ask us on a call.
Book a 20-minute connect callTwo platforms, chosen for what they're good at.
Meta reaches people who don't know you yet. Google catches people already searching for what you sell. Most service businesses start with Meta, some need both, a few should only be on Google.
Every account gets the same six things, every month, whether the budget is modest or serious.
- Meta campaigns from cold audiences through retargeting
- Google Search campaigns when buyers are typing it in
- Pixel, conversions API and tracking set up properly
- Budget recommendations tied to your real numbers
Strategy and audiences
Who we reach, what we say, where they land. In that order.
Creative and copy
Hooks, scripts and static ads, written and briefed. Several variants per round.
Campaign build
Structured accounts, clean naming, proper tracking from day one.
Daily monitoring
Spend, frequency and lead quality watched every day, not once a week.
Weekly plain-English report
What we spent, what came in, what changes next. One page.
Landing page alignment
The page gets the same attention as the ad. Small fixes included.
Learn first, then scale what's working.
No account is judged in its first week. The first two weeks are for learning, and the decisions after that are made on data, not nerves.
Discovery and setup
Offer, audience, numbers and the landing page. Tracking installed and tested. First creative round briefed.
Launch and learn
Campaigns go live with several hooks and creatives. We let Meta learn and watch lead quality, not just lead cost.
Optimize
Winners get budget, losers get cut, new variants go in. Landing page tweaks where the data points to them.
Scale
Budget increases in steps that protect cost per enquiry. New audiences and offers tested as the account matures.
A good fit if you
- Have an offer that already sells when the right person hears about it
- Can commit to a sensible monthly ad budget for at least three months
- Have a page (or want one built) that's ready to receive leads
- Want the numbers explained, not hidden in a dashboard
Probably not yet if you
- Are hoping ads will validate an offer no one has bought
- Want results judged after the first few days
- Have no way to follow up with leads once they arrive
- Need guaranteed outcomes (nobody honest can promise those)
From US$2,500 to launch, then from US$3,500 a month. Ad spend goes to the platform, not to us.
You pay Meta or Google directly, so you always see exactly what was spent. The launch fee covers strategy, tracking, the first creative round and the campaign build. The monthly fee covers daily management, new creative and the weekly report, and it scales with your ad spend and any add-ons we agree on the call. Minimum term is 90 days.
