Measurement-led paid search suits some businesses far better than others. Here is where it works, and an honest note on where it does not.
Feed quality, Shopping structure and Performance Max containment. The measurement question here is usually margin: platform revenue treats a full-price sale and a discounted one identically, and your bidding should not.
Refund and cancellation handling matters more than most brands expect. If returns are not fed back, the algorithm keeps buying the customers who send things back.
Long consideration windows and a signup that is worth wildly different amounts depending on what happens next. Optimising to trial starts buys you trials; optimising to qualified pipeline buys you customers.
The work is mostly getting downstream value back into the ad platform, which means connecting the CRM rather than adding another tag.
Budget split across locations that compete with each other, and conversions that often complete offline. Attribution needs to survive a phone call and a visit, not just a form submission.
Store visit and call tracking carry real weight here, and both need careful handling to avoid double counting the same enquiry.
High enquiry values, strict rules about what may be collected, and consent handling that has to be right rather than convenient. Server-side collection helps, provided it enforces refusals rather than routing around them.
We build to the constraint. If a data point cannot lawfully be collected, the measurement plan works without it.
Below a certain spend the fee eats the gain. You would do better with a good freelancer.
If the objective is awareness on paid social, we are not the specialists you want.
If the mandate is growth regardless of contribution, our whole method gets in the way.
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