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UK businesses running paid acquisition without a reliable attribution model are spending 40–60% of their budget on audiences and keywords that don't convert. We engineer the full system — account architecture, attribution, landing pages, and bid strategy — so every pound of ad spend has a measurable return.
The business owner: You're spending £3,000–£15,000/month on Google Ads. Your agency sends a report. It shows clicks, cost per click, and impressions. There is no line connecting ad spend to actual revenue. When you ask, the conversation turns to "brand awareness" or "top-of-funnel signals."
The marketing manager: You manage paid accounts for a business that expects performance to be demonstrable. Your current results are inconsistent. You need an account structure you can defend with evidence — ROAS, CPA, and pipeline — not proxy metrics.
The e-commerce operator: You're running Shopify or Magento with Google Shopping and Meta. ROAS was reasonable when you started. Feed quality issues, rising CPMs, and creative fatigue are compressing it. You need to diagnose what's driving the decline before increasing budget.
The B2B or professional services company: You sell complex services or products with 30–90 day sales cycles. LinkedIn is in play. Google Ads handles bottom-of-funnel intent. Nobody has connected the two with a shared attribution model. You want to know which channel produced which closed deal.
Most UK accounts are built around Google's defaults — broad match, auto-applied recommendations, single campaign structures. Google's recommendations are designed to spend budget efficiently, not to maximise your ROAS. Accepting them without review is the single most common cause of underperformance we find in accounts.
An ad for "commercial property management London" landing on a homepage is a structural error. The intent expressed in that search is specific. The homepage is general. The conversion gap is where the majority of budget goes. Every major campaign type needs its own landing page.
In the UK B2B market, the journey from first paid click to closed deal regularly spans 60–120 days and multiple stakeholders. Without GA4 multi-touch attribution configured and CRM offline conversion imports set up, last-click is crediting the wrong touchpoint. Campaigns that start deals get cut. Branded search gets all the credit.
If your conversion events are firing on page loads rather than form submissions, or if GA4 goals are recording sessions instead of enquiries, Smart Bidding has no reliable signal to optimise toward. The automation looks confident in the dashboard. The results don't match.
Search, Display, Shopping, and Performance Max. We build the account architecture from scratch or restructure what exists — campaign segmentation, match type strategy, 300+ negative keywords, and bid rules that only run when conversion tracking is clean. Every account gets a dedicated keyword map and a weekly ROAS report.
Facebook and Instagram campaigns across three stages: prospecting (cold audiences, interest and lookalike targeting), retargeting (website visitors, video viewers, catalogue shoppers), and retention (customer LTV campaigns). Pixel setup, custom conversions, and creative strategy included. We test ad formats — static, carousel, Reels — and scale what converts.
For B2B businesses in Nepal targeting professionals, companies, or international clients. Sponsored content, message ads, and conversation ads. Audience targeting by job title, industry, company size, and seniority. LinkedIn is the highest cost-per-click platform — we only recommend it when the deal size justifies it.
Feed optimisation, asset group structure, audience signals, and search theme strategy. PMax is Google's highest-reach campaign type, but it produces waste without engineering. We build the asset library, monitor placement reports, and pull back spend from underperforming channels inside the campaign.
One dedicated landing page per major campaign type. Each page has a single goal, a single CTA, and copy matched to the search intent that triggered the ad. We build, A/B test, and iterate. Sending paid traffic to a homepage is a structural error — we fix it at the start.
GA4 + Google Tag Manager, configured so every conversion ties to a campaign, ad group, and keyword. We set up ROAS dashboards showing actual cost vs actual revenue — not impressions, not clicks. Reporting is weekly, not monthly, because monthly is too slow to act on.
We review your existing account structure, attribution setup, conversion tracking, landing pages, and competitor ad activity. If you have no existing account, we audit your competitor landscape and build a starting strategy. You receive a written findings document — what's broken, what's wasting budget, what to fix first.
New campaign architecture built around your actual services and buying stages. Match type strategy, keyword map, 300+ negative keywords from day one, and conversion tracking configured in GTM before any paid traffic runs. We don't launch until attribution is working.
One dedicated landing page per major campaign. Each page is built for a single intent, a single CTA, and tested against your existing pages. Pages are mobile-first — over 70% of paid search traffic in Nepal arrives on mobile.
Daily monitoring for the first two weeks. Bid adjustments, search term reports reviewed every 48 hours, negative keyword additions, and ad copy tests running from week one. We report weekly, not monthly.
Once the account has 30+ conversions in the learning window, we introduce Performance Max, audience-based retargeting, and budget expansion guided by ROAS data — not gut feel. Creative refresh on a 6-week cycle.
#1 for every major category keyword — built from a blank slate
10–20 enquiries per day from Google Business Profile alone
20–30 qualified leads per month at a 25% close rate
Yes, and the attribution model is set up to report on both in a single view. LinkedIn Ads and Google Ads serve different stages of the B2B buying journey — LinkedIn for awareness and consideration among decision-makers, Google for bottom-of-funnel intent capture. Running them without a shared attribution model means you're crediting Google with every conversion and cutting LinkedIn campaigns that are generating the awareness that starts deals. We configure GA4 and CRM offline conversion imports to show pipeline contribution from both channels.
We work with accounts from £3,000/month upward. For most UK B2B businesses, a starting budget of £5,000–£10,000/month across Google and LinkedIn gives sufficient data for meaningful optimisation within 30–45 days. We'll give you a direct assessment of whether your budget matches your pipeline targets during the audit.
Flat monthly fee. Percentage billing creates the wrong incentive. Our fee doesn't change as your spend grows; your ROAS and pipeline are the measure of performance.
Google Ads delivers immediate visibility for high-intent searches with a per-click cost. SEO builds organic rankings over 3–12 months. For UK B2B, paid acquisition — Google for intent capture, LinkedIn for decision-maker reach — tends to be the faster pipeline driver. SEO compounds over time. We run both and can show how keyword data from paid search informs SEO prioritisation.
Google Ads accounts produce usable data within 30 days and optimised performance by month 2–3. For B2B accounts with longer sales cycles, meaningful pipeline data typically emerges within 60–90 days once CRM integration is configured. We set explicit milestones in the audit report.
Performance Max runs across all Google surfaces from a single campaign. For UK e-commerce, it's the most effective Shopping campaign type when the product feed is optimised. For B2B and professional services, it requires careful audience signal configuration and negative keyword lists to avoid broad display spend. We engineer PMax specifically for your business type.
ROAS, CPA, cost per SQL, and pipeline attributed to paid channels. We do not report impressions, reach, or CTR as primary metrics. Weekly dashboard, CRM-sourced pipeline data, and quarterly attribution analysis showing which channels produced closed revenue.
Yes. We start with the audit, understand what's intentional versus default, and restructure in stages. The transition typically takes 2–3 weeks with no break in live campaigns.
Not a black box. Real specialists you can call, with their names on the work.
The audit covers your Google and LinkedIn account structure, attribution model, conversion tracking, CRM integration gaps, landing page quality, and competitor positioning in your UK sector. You'll receive a written findings document before any retainer is agreed.
5-day turnaround · Account audit + attribution review · No retainer required
Ignited Nepal
Growth engineering · replies within 1 business day
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