Ads Management
Search, Shopping and Performance Max managed against margin rather than platform-reported revenue, with the query data reviewed by a human every week.
- Account restructures
- Bidding and budget strategy
- Weekly search term review
Paid search & measurement
Ad spend is easy. Knowing what it did is the hard part.
Most accounts are optimised against numbers nobody has checked. We rebuild the measurement first, then manage the spend against it — so the decisions you make in Google Ads still hold up in your P&L.
Measurement-led
· audit before management
You own it
· accounts, tags, docs
Trusted by agencies and companies
Online Pilates Classes
Imported Makeover
Doze Host
Next Evolution of You
Lesley Logan
As the Crows Fly
Northfield Studio
Brightline Media
Cedarwood Co.
Loop & Larch
Fielder Supply
Online Pilates Classes
Imported Makeover
Doze Host
Next Evolution of You
Lesley Logan
As the Crows Fly
Northfield Studio
Brightline Media
Cedarwood Co.
Loop & Larch
Fielder Supply
What we do
Three jobs, done in the right order
Measurement first, because everything downstream inherits its errors. Then media, then the pages the media lands on — each one handed off clean to the next.
Conversion Tracking
We audit what your account is counting, remove the duplicates, and rebuild tracking so a conversion in the platform means an order in your database.
- Conversion tracking rebuilds
- Server-side tagging
- GA4 that reconciles
GA4 & Analytics
Reporting that agrees with your order table. We rebuild the event taxonomy and ecommerce tracking, then reconcile the numbers against what finance sees.
- Event & ecommerce rebuild
- Internal and bot traffic excluded
- Reconciled against order data
The problem
What clients come to us with
Different symptom every time, same root cause: nobody has checked whether the numbers the platform reports are the numbers actually happening.
ROAS looks fine, margin doesn't
The platform reports a healthy return while the bank account tells a different story, because the conversion values feeding it were never checked against real margin.
Reported
3.2x ROAS
Actual
-12% margin
Conversions counted twice, or not at all
A tag manager migration nobody finished, a pixel firing on the wrong page, a value that never updates — small gaps that quietly double or erase results.
Platform
412 orders
Order table
263 orders
Analytics nobody trusts
GA4 was rolled out under a deadline, ecommerce is half-implemented, and finance keeps a separate spreadsheet because the numbers have never matched.
GA4
Unverified
Finance
Own sheet
The pathway
Where an ecommerce or landing page journey breaks
Eight stages, whatever the traffic source. The two flagged in coral are where we see the most value quietly disappear.
Ad impression
The audience and placement the click will come from.
Ad click
Intent is already set by the ad the visitor clicked.
Common failure point
Landing page
The page either confirms the click or wastes it.
Cart or lead form
Where hesitation and friction cost the most.
Common failure point
Checkout
The last place a sale is lost before it's won.
Conversion recorded
What lands in the platform, reconciled against the order.
Refunds & returns
Value that leaves after the sale, still counted as if it stayed.
Reporting & attribution
Reconciled against the order table, not left to trust the platform.
Case story
What a measurement rebuild looks like in practice
A walk-through of the work: what we found in the audit, what we changed, and how the account was managed afterwards.
- What the audit found
- What changed, in order
- How it was managed after
- What we would do differently
What clients say
Don't just take our word for it
Quote copy is drafted from the work itself. Send each to the client, let them put it in their own words, then delete the draft flag.
We were told the ads were working while our accountant said otherwise. They were the first people to open the tracking and show us why both things were true at once. The reported number dropped after the fix, then grew for real.
I had no idea how much of my reporting was double counted. Now the number on the dashboard is a number I can actually plan against.
A tag manager migration from years ago had never been finished. Every signup had been counting twice, and nobody had noticed because it was consistent. Finding that paid for the whole engagement.
Refunds were never reaching the ad platform, so it kept buying the customers most likely to return things. Feeding returns back changed which products we advertise at all.
They talked us out of a piece of work we had already agreed to pay for, because they did not think it would earn its fee yet. That bought more trust than any result on a slide.
Clear scope, clear finish line, no drifting retainer. The handover documentation was good enough that our own team could pick it up.
The measurement rebuild came before a single campaign changed. It felt slow at the time. In hindsight it is the only reason the decisions since then have been worth anything.
You speak to the person doing the work. No account manager relaying questions and coming back three days later with half an answer.
Every agency before this one wanted to raise the budget. This one spent the first month cutting waste and explaining exactly what was being removed and why.
Search terms get read by an actual person every week. The list of things we were paying for and did not want was longer than I expected.
Our GA4 was a mess of duplicated events and half-built ecommerce. It now reconciles against our order table close enough that finance stopped keeping a separate spreadsheet.
They were upfront that a perfect match between the platform and our books was never going to happen. What we got instead was a small gap they could explain.
How we work
Six things that make this different from your last agency
01
Measurement before media
We will not scale spend against numbers we have not verified. The audit comes first, always.
02
Specialists, not account managers
The person who builds your tracking is the person you talk to about it.
03
You own everything
Accounts, tags, containers and documentation stay in your name from day one.
04
Margin, not last-click revenue
Targets are set on contribution where your data allows it, not on whatever the platform reports.
05
Written reasoning
Every material change is logged with the reason behind it, so decisions can be reviewed later.
06
No lock-in
Rolling terms. If the work stops earning its fee, leaving should be easy.
Who we are
A small team that would rather fix the instrumentation than argue about attribution models.
Hyperlink Digital is a paid search and measurement studio. We take on a limited number of accounts at a time, because the work that makes the difference — auditing tracking, restructuring campaigns, reading query data properly — does not scale by adding logins.
Start here
Find out what your account is actually reporting
Send us access and we will come back with a written audit: what is tracked, what is double-counted, what is missing, and what we would change first.
No pitch deck · No lock-in · Findings are yours either way