demand you switch on
Paid Media
Search, social, display, and influencer. The dial you turn when you need volume now — run with the discipline to push cost per outcome down, not up.
Paid Search
Intent, captured the moment it peaks.
Paid search is the closest thing to a perfect demand channel: buyers telling you exactly what they want, right now. The challenge is profitability. Most accounts waste spend on the wrong queries, the wrong audiences, and the wrong landing experiences. We build campaigns around queries that signal a buyer, manage them to push cost per acquisition down each cycle, and feed what we learn back into the rest of your programme.
- Google and Microsoft Ads — search, Performance Max, and Shopping
- Query segmentation built around buyer intent tiers
- Bid strategy tied to conversion value, not clicks
- Landing pages that match the specific query and ad creative
Display & Programmatic
Reach with discipline — not reach for its own sake.
Display and programmatic are easy to waste money on and hard to attribute. We use them for two things: keeping warm prospects engaged between touchpoints (retargeting), and building awareness in precise audience segments before they enter the active decision window. Every display buy is justified by an audience and a goal, not a CPM.
- Retargeting across Google Display Network and demand-side platforms
- Programmatic buying with contextual and audience targeting
- Brand safety controls and fraud exclusions as standard
- Frequency-capped campaigns that reinforce, not annoy
Influencer
Borrowed trust, measured like everything else.
Influencer marketing has a reputation problem: brands pay large sums for follower counts and get brand awareness they can't measure. We run it differently. Influencer selection is based on genuine audience fit and engagement quality, not reach. Every partnership has a defined goal, a tracked link or code, and a performance review against that goal.
- Micro and mid-tier creator selection based on audience match
- Brief development that produces content your buyers will actually watch
- UTM tracking and affiliate codes for revenue attribution
- Platforms: Instagram, YouTube, LinkedIn, and TikTok
The other two thirds of the engine
assets you control
Owned Media
Your site, content, email, and everything after the click. The part of marketing you own outright — and the part that gets cheaper to run the longer it works. We build it to convert, then keep it converting.
authority you earn
Earned Media
Search, AI search, social, local, and press. Where buyers decide if you're credible long before they talk to sales. We make you the obvious answer the moment they look.
Also part of the demand engine
FAQ
What is paid media and what channels does it include?
Paid media refers to any digital advertising where you pay to place your message in front of an audience. The primary channels are Google Search Ads (capturing high-intent queries), Meta Ads (Facebook and Instagram, for social discovery and retargeting), LinkedIn Ads (for B2B reach to specific job titles and companies), programmatic display (reaching audiences across the open web), and influencer marketing (paying creators to reach their established audiences). The right channel mix depends on your audience, your offer, and where buyers are in their decision journey.
How do you measure paid media ROI accurately?
Paid media ROI measurement requires connecting ad spend to revenue, not just to clicks or form fills. This means configuring UTM parameters so every campaign touch is recorded in your CRM, setting up offline conversion imports (so phone calls and in-person purchases are attributed back to the right campaign), and running multi-touch attribution that accounts for the fact that most buyers interact with your brand several times before converting. Without this infrastructure, most brands optimise for cheap clicks rather than profitable customers — which is why cost-per-click goes down while cost-per-acquisition goes up.
How much should a business spend on paid advertising?
The correct paid media budget is a function of your target CAC, average order value or customer lifetime value, and the conversion rates in your funnel. A business with a £500 average order value and a 3% conversion rate on a landing page needs roughly £17 in traffic to produce a conversion — meaning the question is not "how much to spend" but "what is your max allowable CAC, and what conversion rates can you achieve?" We size budgets based on what the numbers support, not a percentage-of-revenue formula. New accounts typically need 60–90 days of data to optimise campaigns fully, so initial budgets should allow for a learning phase.
What is the difference between search ads and social ads?
Search ads (Google, Bing) capture demand that already exists — someone types a query, and your ad appears. The buyer has already identified the need; you are competing to be the chosen solution. Social ads (Meta, LinkedIn, TikTok) interrupt buyers who are not actively searching — you are placing your message in front of an audience with the right demographic or behavioural profile, creating awareness for a problem they may not have articulated yet. Businesses with clear high-intent search demand should prioritise search; businesses with new products, complex offers, or long consideration cycles typically benefit from social for awareness combined with search for conversion.
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Paid Social
Demand switched on before buyers even know they're looking.
Paid social works differently from search — you are interrupting attention rather than capturing intent. That demands creative that earns a stop-scroll, targeting that puts it in front of the right people, and a funnel that takes someone from cold to considering. We run paid social as a demand-creation channel with a constant flow of tested creative and the structure to scale what works.