01 / Paid advertising
Reach the right people. Give them a reason to act.
Paid media works best when the audience, message and next step belong to the same plan. We connect search, social and video campaigns with the creative and landing experience that help a prospect move forward.
Talk about your projectA useful starting point
For businesses launching an offer, entering a market or trying to turn existing advertising activity into better conversations. We begin with the commercial objective and the evidence available, then agree a realistic scope and media plan.
Choose this service on its own or as part of a complete marketing programme, tailored to small businesses and larger companies.
A campaign is more than a media buy.
Before choosing platforms, we review what you sell, who needs it, how they make the decision and what happens after an enquiry. The strongest channel mix depends on demand, buying time, creative capacity and the team’s ability to respond. A small, focused launch can be more useful than spreading a budget across every network.
Our paid advertising work connects campaign planning, account structure, copy and creative, landing-page recommendations, measurement and ongoing review. The proposal separates media spend, agency work and production so the investment is understandable before launch.
Search, social and video — with a role for each.
Google Search and Microsoft Advertising can help reach people actively researching a service or product. Shopping campaigns depend on a suitable product feed, accurate offers and a functioning purchase journey. Search terms, geography, exclusions and landing-page relevance need continuing attention.
Facebook and Instagram support visual discovery, demand creation and relevant follow-up. TikTok calls for a clear opening and creative that suits the feed. LinkedIn can support professional and B2B audiences when the proposition, targeting and buying journey justify the cost. YouTube offers room to explain, demonstrate and build familiarity through video.
Pinterest, Snapchat, Reddit, display and programmatic placements may also belong in the plan. We assess their audience fit, creative requirements, inventory and measurement before recommending them. A platform being available is not, by itself, a reason to allocate budget.
Creative and the destination are part of performance.
An advertisement makes a promise. The page has to keep it. We review whether the offer, proof, language and call to action remain consistent after the click. A campaign for one service may need a focused landing page rather than the general homepage.
Creative testing starts with a useful question: which customer problem, message, demonstration or format deserves attention? We plan meaningful variations and interpret the response with context. Replacing colours while leaving the message unchanged is rarely a complete learning plan.
Measure the enquiry, then the business outcome.
Clicks and form submissions are signals, not interchangeable with customers. We agree the events, lead definitions and reporting cadence before treating a dashboard as a source of decisions. CRM feedback can help distinguish unsuitable enquiries from opportunities worth pursuing.
Implementation may include campaign tagging, conversion-event review and supported analytics or CRM connections. Account permissions, consent choices and available data affect what can be measured. We explain known reporting differences instead of forcing platforms to show matching totals.
Scope is agreed before we start
What the work can include
- Audience and channel plan
- Campaign structure and launch checklist
- Ad copy and agreed creative variations
- Landing-page and measurement recommendations
- Reporting, decisions and next tests
Explore the platforms.
From first conversation to delivery
How we work
Diagnose
Review the offer, existing activity, audience and enquiry journey. Agree the goal and the evidence needed.
Build
Define the channel roles, campaign structure, creative brief, destination and measurement checks.
Launch & learn
Review delivery, response quality and creative signals. Document the next test and the reason for any budget change.
Common questions
Which platforms should we start with?
We decide after reviewing your offer, audience, current demand, budget and creative resources. The first plan identifies a primary channel and the conditions for expanding it.
Is advertising spend included in your fee?
Media, management and production are separate cost categories. The proposal makes each one explicit; advertising normally runs in an account owned by your business.
Can you improve an existing account?
Yes. An account and journey review can identify priorities before changes are made. We preserve useful history and agree access, approvals and responsibilities.
Can you guarantee a number of leads?
No. Demand, competition, the offer, budget, tracking and sales follow-up all affect results. We can agree a scope, a disciplined process and clear reporting without inventing a guaranteed outcome.
Further reading from EBJ
Let’s talk about your business
Let’s build the right campaign.
Tell us where the business is today and what you want to change. We’ll help define a useful next step.