Paid Advertising
Ad spend thatreturns.
Google and Meta campaigns managed to the only number that matters — revenue, not clicks. Full-funnel, tightly tracked, and reallocated to whatever is actually closing.
The problem
Why most ad accounts leak money
The platforms are happy to spend your budget either way. Whether that spend becomes customers comes down to a few decisions the average account never makes.
Optimized for clicks, not customers
Campaigns tuned to CPC and click-through rate look busy and cost little per click — but cheap clicks from the wrong people are the most expensive traffic you can buy. Volume without intent drains budget and teaches smart bidding the wrong lesson about who to chase.
Everything dumped on the bottom funnel
Pouring the whole budget into high-intent "buy now" keywords works until that small audience runs out — then costs spike and scale stalls. With no awareness or retargeting layer feeding it, the pipeline has nothing warm left to convert.
Attribution nobody can trust
Since iOS privacy changes and Consent Mode, in-platform numbers overstate some channels and quietly hide others. When Google and Meta both claim the same sale, and neither ties to real revenue, you are optimizing on fiction and calling it data.
The system
Paid ads run to revenue
Three disciplines that turn a spend line into a growth channel. Each one makes the platform AI smarter — which is why the return climbs instead of decaying as you scale.
Bid to ROAS, not clicks
We set Target ROAS and Target CPA goals against your real margins and feed smart bidding clean conversion data, so the Google and Meta algorithms optimize toward profitable customers — not the cheapest clicks or the vanity of full impression share.
Full-funnel by design
Awareness, consideration, conversion, and retargeting run as one connected system. Cold prospecting fills the top, retargeting closes the warm, and each stage is budgeted to its own job — so scaling one layer never starves the next.
Tracking that survives privacy
Server-side tracking, enhanced conversions, the Meta Conversions API, and GA4 data-driven attribution — set up so your numbers still add up after cookies, Consent Mode, and iOS. You optimize on revenue you can actually verify against your CRM.
What's included
What a paid ads engagement includes
Six disciplines managed as one account strategy — not a search campaign here and a boosted post there.
Google Search & Shopping
High-intent Search, Shopping, and Performance Max campaigns that capture people already looking for what you sell — structured so the algorithm spends where your margin actually is.
Meta ads (Facebook & Instagram)
Advantage+ and manual campaigns across Facebook, Instagram, and Reels that create demand and retarget it — creative and audiences built to stop the scroll and earn the click, not just the impression.
Retargeting & audience building
Behavioral retargeting and custom-audience funnels that follow warm visitors across Google and Meta, plus lookalikes built from your best customers — so no qualified click ever gets bought twice or wasted.
Performance Max & smart bidding
PMax and Advantage+ Shopping managed the way they actually perform: clean asset groups, audience signals, feed hygiene, and bidding tuned to profit — not left on autopilot to spend blind.
Conversion tracking & attribution
Server-side tracking, enhanced conversions, the Conversions API, and GA4 events wired to your CRM — so every lead and sale ties back to the exact campaign, keyword, or audience that earned it.
Landing pages & creative testing
Continuous A/B testing on ad creative, offers, and post-click landing pages — because the fastest ROAS gains usually come after the click, where the conversion actually happens.
Results
What this looks like in practice
Three accounts, three very different economics — the same discipline: every dollar measured against revenue. Read the full stories.
How we work
Four steps, in sequence
The order matters. Launch before the tracking is right and you will scale the wrong signal — confidently, and expensively.
Tracking & attribution audit
We verify every conversion action before a dollar moves: server-side tracking, enhanced conversions, the Meta Conversions API, and GA4 events checked end to end and reconciled against your CRM. If the data is wrong, nothing downstream can be right.
Account & funnel build
We structure campaigns across the funnel — prospecting, retargeting, and high-intent search — with clean naming, audience signals, and budgets mapped to each stage. Creative, offers, and landing pages built to start testing from day one.
Launch & optimize
We launch, let smart bidding gather data through the learning phase, then tune: search terms, negatives, audiences, creative, and bid targets. Losers get cut fast, winners get more budget — every change tied to cost per acquisition and ROAS.
Scale & reallocate
Once the return is stable, we scale what works and reallocate against marginal ROAS — shifting budget between Google and Meta to where the next dollar earns most, instead of splitting spend by habit or platform loyalty.
How we compare
A Machina engagement vs. a typical ads agency
Most of these gaps show up in your ROAS report — or the absence of one — within the first two billing cycles.
| Typical ads agency | Machina |
|---|---|
| Reports clicks, CPC, and impressions | Reports revenue, ROAS, and cost per acquisition tied to your CRM |
| Whole budget on bottom-funnel keywords | Full funnel — prospecting, retargeting, and high-intent search working together |
| Trusts in-platform numbers at face value | Server-side tracking and enhanced conversions that survive iOS and Consent Mode |
| Performance Max left on full autopilot | PMax and Advantage+ managed with asset groups, signals, and feed hygiene |
| Google and Meta run by separate freelancers | One strategy across both, reallocated to marginal ROAS |
| Same three ads running for months | Continuous creative, offer, and landing-page testing |
| Locks you into a 12-month contract and owns your account | Month-to-month — and you keep ownership of the ad accounts |
Pair with
Paid ads work best alongside these
Paid buys attention now. These services lower what that attention costs and make more of it convert — plus the industries we run it for.
Keep reading
Go deeper
Service area
Paid Advertising services by city
Each city page is built for that specific market — not a generic template with the city name swapped in.
Ready to start
Turn ad spend into a growth channel
Book a paid ads consultation. We will review your accounts and tracking, find where budget is leaking, and show you exactly what we would change to grow ROAS. No obligation.