What targeted advertising should be

A user sees an ad for something they already wanted, presented at a moment they can act on it. That's the job. Anything else is either spam or branding-budget waste pretending to be performance.

The reason most paid campaigns disappoint isn't bad bidding strategy — it's untargeted creative, broken tracking, and audiences that were too broad from day one. We fix those three before we touch the bid algorithm.

What we run

Search ads

Google Ads, Bing Ads. Brand defense, non-brand high-intent, competitor terms where they make sense. We focus heavily on negative keyword discipline — a Google Ads account without a maintained negative list is a slow leak.

Paid social

Meta, TikTok, LinkedIn, Pinterest. Creative testing in weekly cycles. Cold/warm/hot funnel structure. Lookalike audiences seeded from your actual customer list, not pixel data.

Performance Max and Advantage+

Used when the data supports them, not by default. We've seen P-Max double accounts and we've seen it incinerate budgets — the difference is feed quality and brand-exclusion lists.

YouTube and video

Bumpers, in-stream, and Demand Gen. We measure these against revenue and brand-lift surveys, not vanity view counts.

Retargeting

First-party and pixel-based, with frequency caps that respect your audience. We exclude converters automatically.

How we operate

  • Week 1. Tracking audit, GA4 events, server-side container, conversion mapping.
  • Week 2. Audience mapping, creative brief, account structure.
  • Weeks 3–4. Launch with two budget tiers — a test bucket and a stable bucket. Test bucket rotates weekly.
  • Ongoing. Weekly check-ins, monthly strategy review, quarterly creative refresh.

Pricing

A clearly scoped audit starts at €1,800. Ongoing retainers start at €2,400 per month. Larger projects are quoted after scope is agreed.

What we won't do

  • Promise a specific ROAS in writing before a 30-day data baseline.
  • Run ads to a landing page we haven't reviewed.
  • Skip server-side tracking because "the pixel still works".
  • Continue an underperforming campaign past its kill criterion.