PPC and paid media — accounts built to be measured, not just spent

The most expensive problem in paid media is not a bad campaign. It is a good campaign whose conversions are not being counted — because then every optimization decision after that is made against fiction, and the platform happily spends into it.

Work here starts with tracking. Pixels installed, conversion events verified as actually firing, and the campaign structure built afterward, against numbers that are real.

What gets set up

• Google Search — intent capture for the things people actively look for
• Google Video — reach and remarketing where the video work already exists
• Meta — audience building, retargeting, and creative testing
• Conversion tracking verified end to end, not assumed

Tracking is the job

A real example from the platform: a pixel misconfiguration on a live account was hiding bookings that had genuinely happened. Once the tracking bug was diagnosed and the ad set restructured, the campaign could finally be optimized against what was actually occurring. Nothing about the ads changed first — the measurement did.

Landing pages count

Ad platforms score the page, not just the ad. Campaigns run here land on pages built for the purpose — fast, server-rendered, single-CTA, and carrying the keyword the ad was bought on. That is a meaningful lever on cost per click before a single bid is touched.

What gets reported

Cost per acquisition against your actual booked work, not impressions and click-through rates. If a channel is not paying for itself it gets said out loud, which is occasionally an uncomfortable meeting and always a cheaper one than the alternative.