1The Funnel: Awareness, Consideration, Decision
People do not go from never hearing of you to buying in one click. They move through stages. First they discover a need or a brand, then they compare options, then they decide. Good digital marketing meets people at each stage with the right message.
- Awareness: video, display and social ads that introduce your brand to people who fit your customer profile
- Consideration: search ads, guides, comparisons and retargeting that answer questions and build trust
- Decision: offers, reviews, easy contact and a landing page that makes buying or enquiring simple
Most small businesses begin at the bottom of the funnel, with search ads from people already looking to buy, and add upper-funnel activity as the budget grows.
2Google Ads: Being There When People Search
Google Ads shows your business when someone searches for what you sell, and you pay when they click. It is the quickest way to reach people with clear buying intent.
- Search campaigns put text ads above and below the organic results for your chosen keywords.
- Shopping campaigns show products with photo, price and store name, for online stores.
- Display and YouTube campaigns show banners and video across websites and apps for awareness and retargeting.
- Performance Max lets Google combine channels automatically towards a goal you set, once conversion tracking is reliable.
We build tightly grouped keyword sets, write ads that match the search, add negative keywords to block wasted clicks, and review search terms every week.
3Meta Ads: Facebook and Instagram
Meta Ads reaches people while they scroll, based on who they are and what they do rather than what they typed. It suits products people did not know they wanted, local offers, lead generation and retargeting.
We use the right objective for the goal (sales, leads, messages or traffic), test several images, videos and headlines against each other, and keep the winners. For advertisers who sell through WhatsApp or Messenger, click-to-message ads send interested people straight into a conversation.
4Landing Pages: Where Ad Money Is Won or Lost
A click is only worth paying for if the page that follows makes the next step easy. A good landing page repeats the promise in the ad, gives the proof, shows one clear action and loads fast on a phone.
- One goal per page: enquire, call, book or buy
- A headline that matches the ad the visitor clicked
- Proof such as reviews, examples, logos or guarantees close to the button
- A short form and WhatsApp or call buttons that work in one tap
- No distracting menus that lead people away
Our web development team builds landing pages and tests variations against each other.
5Tracking: If You Cannot Measure It, You Cannot Improve It
Before any budget is spent, we set up conversion tracking: Google Analytics 4 events, Google Ads conversions and the Meta Pixel with the Conversions API. This records the actions that matter: form submissions, calls, WhatsApp clicks and purchases.
With accurate tracking, ad platforms can learn who your best customers are, and you can see which campaigns, keywords and creatives bring real results rather than just clicks.
The numbers we report on are cost per lead, cost per sale, return on ad spend and conversion rate, not just clicks and impressions.
6Budgets: How Much to Spend and How to Scale
There is no universal ad budget. It depends on what a customer is worth to you and how much competition there is for your keywords. We start with a test budget, gather data for a few weeks, and then increase spending on the campaigns that return more than they cost.
The ad budget is paid directly to Google or Meta from your own account, so you always see where your money goes. Our fee for managing the campaigns is separate and agreed upfront.
7Email, WhatsApp and Retargeting
It is cheaper to sell again to someone who already knows you than to find a new customer. We help you collect emails and WhatsApp opt-ins, send useful messages (offers, reminders, product news) and retarget website visitors with ads that bring them back.
Combined with SEO for search traffic and social media for awareness, these channels support each other and lower your cost per customer over time.