Paid media
Ads that bring in the right customers.
I plan, manage and report on Google and Meta advertising for service businesses and consumer brands, judged on lead quality and return.
What's included
Set up properly from the start, then managed and improved as results come in.
- An audit of your accounts, tracking and past results
- Strategy and budget tied to what a customer is worth to you
- Campaign builds across Google Search, Performance Max and Meta
- Direction on ad creative and the landing pages people arrive on
- Conversion tracking set up properly and measured accurately
- Ongoing optimisation, with budget moved to whatever is bringing in the best customers
How I approach paid media
- 01
Tracking first
Before spending more, I make sure every enquiry and sale is measured correctly. Decisions are only as good as the numbers behind them.
- 02
Quality over volume
Success is measured by enquiries your team wants and sales that pay back, with cost per click a secondary concern.
- 03
Tests with a purpose
Each change has a clear question behind it. Every month of spend teaches you something about your customers.
Skin Ritual
A clinic booked beyond its capacity target
Google Ads, social, email and SEO working together for a skin clinic. Revenue is up 43% over two years, and the clinic recently reached 104% of its appointment capacity target.
Read the Skin Ritual case studyof the clinic's appointment capacity target, reached recently
Common questions
How much should I spend on Google Ads in NZ?
It depends on how competitive your searches are, what a customer is worth to you and what you want the ads to achieve. A useful starting point is enough budget to gather meaningful data within a month, then adjust based on cost per enquiry and lead quality. My guide to setting a marketing budget goes into more detail.
Is there a minimum ad spend?
No. The right budget is the one that makes sense for your business and brings a positive return. Storage Safe NZ runs a small budget just to fill units as they come free, and it still pays its way.
Google Ads or Meta ads: which is better for my business?
Google is usually the better starting point when people already search for what you offer, such as storage, clinics or professional services. Meta works well for creating demand and staying in front of people who have shown interest, particularly for consumer brands. With a limited budget, doing one channel properly usually beats spreading it thin. For Storage Safe NZ, that meant putting every dollar into Google Search.
How long do Google Ads take to work?
Ads start bringing in traffic straight away. The first month is usually about learning what works, with performance improving over the following two to three months as campaigns are refined.
I've tried Google Ads and it didn't work. Why?
I hear this often, and the setup usually explains it. The common causes are automatic settings left on with nothing filtering out the wrong traffic, an older account structure that's no longer best practice, and budget going to the wrong places. Google makes it easy to switch ads on and let them run. You'll probably get a few calls, but you won't get the best value for each dollar, and it won't scale.
Can you take over our Google Ads from an agency?
Yes. Every takeover starts with an audit of the account and tracking. Anything that's working stays in place through the handover.
Get a second opinion on your ads.
Book a 30-minute call. We'll look at what you're spending, what it's bringing in, and where the quickest improvements are.