Paid advertising is supposed to create business opportunities, not a monthly slide of impressions. MetaGem audits, rebuilds and runs campaigns across Google, Meta and LinkedIn so that the budget goes to the audiences, offers and actions that turn into qualified leads and sales, and so that you can see which ones did.
Advertising rarely fails loudly. It fails as a slow leak, with a report that looks perfectly healthy attached to it. These are the patterns that show up most often.
They are not interchangeable, and running the same campaign on all three is a reliable way to waste money on two of them.
Search, Shopping and Performance Max. This is demand that already exists, where somebody is actively looking for what you sell, which is usually why it earns its budget back first.
Facebook and Instagram. Here you create the demand rather than catch it, which works best when the product is visual and the decision is quick rather than committee-driven.
Expensive per click, and frequently worth it in B2B, because you are paying to reach a specific job title in a specific kind of company instead of guessing at one.
Every engagement starts inside the account rather than in a strategy document. Within the first week three answers are on the table: what a qualified lead is really costing you, whether the tracking is telling the truth, and which campaigns are carrying the account while the rest quietly drain it.
The account and the tracking get reviewed before anything is changed. That order matters. Rebuilding campaigns on top of broken measurement produces a new set of numbers that are wrong in a different way, and it is remarkably easy to spend three months celebrating it.
Most accounts need rebuilding around how you actually sell: fewer campaigns, clearer budget lines, and one measurable action at the end of each. Once the structure is right, ongoing optimisation becomes a small weekly job instead of a monthly archaeological dig. However, if the account is genuinely in good shape, I will tell you that and we can talk about whether you need me at all.
A campaign can only be as good as the page it sends people to. The most common cause of an expensive account is not the bidding strategy; it is a page that asks for a fifteen-field form before it has given the visitor any reason to care. Recommendations for that page are part of the work, not an upsell.
Your advertising accounts, your data, your history. If we stop working together nothing has to be handed back or rebuilt, because none of it was ever held hostage in an agency-owned account in the first place.
What a good lead looks like to your sales team, what one is worth, and what you are actually trying to grow this year.
Structure, spend, search terms, audiences and creative, plus a hard look at whether conversions are being counted correctly.
Channel choice, budget split, offers and messages, with a stated expectation of what each campaign is there to do.
Campaigns set up or restructured, tracking corrected, landing-page changes agreed with whoever owns the site.
Regular review against leads and sales, with the changes and the reasoning written down so decisions can be traced later.
Duplicate campaigns, irrelevant search terms and audiences that never convert stop consuming budget that has better places to go.
Targeting, offer and message pulled into line, so the people who click have some reason to be there.
Conversion tracking that reflects reality, connected where possible to what happens after the form is submitted.
You can say which campaigns contribute to business outcomes and which are along for the ride.
Scaling up or pulling back stops being a matter of nerve and becomes a matter of arithmetic.
Written for the person who signs off the budget, not for the person who enjoys the dashboard.
Seventeen years of marketing and e-commerce work, a good deal of it spent with a budget of somebody else’s money in a platform that changes its rules every few months. That experience mostly shows up as scepticism: about new ad formats, about automated bidding promises, and about any report that leads with impressions.
You deal with one senior practitioner throughout. No account manager relaying questions to somebody you never meet, and no junior learning the platform on your budget.
What is not on offer: guaranteed lead volumes, guaranteed cost per acquisition, and campaigns that cannot be explained in a sentence.
A real client example belongs here: the account as it was found, what was changed, and what happened to cost per qualified lead afterwards. Left empty on purpose rather than filled with an invented story.
Google Ads, including Search, Shopping and Performance Max, plus Meta advertising on Facebook and Instagram, and LinkedIn Ads for B2B. Which of them you should actually be on is part of the first conversation, and the answer is quite often fewer than you are using today.
Yes, and it is one of the more common requests. It needs read access rather than control, so nothing is disturbed while the review happens. You get a straight assessment of how the account is structured, whether the measurement holds up, and whether the reporting you receive reflects what is really going on.
Landing-page structure and copy are part of the work, and for a campaign to have a fair chance they usually have to be. The build itself depends on your setup: sometimes your own team or agency implements the recommendation, sometimes it is scoped as part of a lead generation engagement instead.
Yes, once the account has been rebuilt or corrected. It is never a condition of the audit though. Some companies take the findings and run the account themselves, which is a perfectly good outcome and occasionally the right one.
No. Lead volume depends on your market, your offer, your prices and your competitors as much as on the advertising, and nobody who tells you otherwise is being straight with you. What is committed to is a clear structure, honest measurement and reporting that shows you what your money bought.
Request a call. We look at what you are spending and what it returns, and if the honest answer is that you need a better offer rather than better advertising, you will hear that too.
Request a callYour accounts stay yours · no lock-in · reported in leads and sales
