Is your ad spend buying attention or buying customers?
Platforms are very good at spending your money and reporting a number back that looks like success. Whether that number has anything to do with revenue is a different question.
Creative is the targeting now.
Audience targeting has largely been automated away. What still separates a campaign that pays back from one that quietly drains is the creative, the offer and the measurement behind them.
So we run paid media as a testing programme: a steady flow of creative, a clear read on incrementality, and budget that moves toward what actually produces revenue rather than what produces cheap clicks.
Most of what used to be media buying skill has been absorbed by the platforms. Audience targeting, bid management and placement are now done better by the machine than by a person, which means the remaining levers are the creative, the offer behind it, and the conversion signal you train the system on.
That last one is where accounts are quietly lost. Automated bidding optimises towards whatever event you give it - feed it a form start and it will efficiently buy you form starts from people who never intended to buy. We pass back revenue where it exists and a CRM-qualified event where it does not, because the event you optimise towards is effectively your strategy.
We’ll audit what you’re running now and tell you honestly whether it’s working.
Want a second opinion on your ad account?What you end up with
Spend judged on revenue
Campaigns optimised towards a revenue-weighted signal rather than whatever the platform finds cheapest to report.
A creative pipeline, not a campaign
A steady flow of genuinely different concepts, because in an automated auction the creative is the lever you still control.
Honest incrementality
Holdouts and pauses tell you what would have happened anyway. Most accounts are taking credit for some existing demand.
No wasted learning
Account structures that give the platform enough signal to learn, instead of fragmenting budget across campaigns that never exit learning.
Is this right for you?
This is for you if
- Your unit economics support paying for a customer, and you know roughly what one is worth
- You can fund a budget long enough for the platform to learn, usually three months
- You can pass back a conversion signal that means something
It probably is not if
- Your margin cannot support current costs per click; fix pricing or conversion first
- You need the fee to include the media budget, because spend is always separate
- You want to start below the threshold where a result can be read
“They communicate very well. I have worked with the Neige team for a few years now in multiple markets across the country. They do an amazing job and know exactly how to interact with our demographic. They communicate very well and have yet to turn down a request. I highly recommend their team for any of your social media needs.”
Want a second opinion on your ad account?
30-minute call with the people who would run the work. You will leave knowing what we would change first.
What’s involved in paid media?
- Account Audit
- Search Campaigns
- Performance Max
- Paid Social
- Creative Testing
- Audience Strategy
- Landing Pages
- Offer Testing
- Conversion Tracking
- Incrementality
- Budget Planning
- Reporting
How we run paid
- 01
Measurement
Before spending anything we make sure conversions are tracked properly and attributed sensibly. Otherwise you are optimising toward a number that is not real.
- 02
Structure
Accounts built so budget can move toward what works, with enough signal in each campaign for the platform to learn.
- 03
Creative
A steady pipeline of concepts tested against each other, because in an automated auction the creative is the lever you still control.
- 04
Scale
Scale what proves incremental, cut what only looked good in the platform dashboard.
- 05
Prove it was incremental
Geo holdouts and scheduled pauses, measured against total revenue rather than platform-reported conversions. Every platform claims every sale it touched; the only way to know what advertising actually caused is to withhold it somewhere and compare.
Questions people ask us
If yours isn’t here, ask us directly, and we’ll give you a straight answer, including when the answer is that we’re not the right fit.
What is the minimum budget worth working with?
Below roughly five thousand a month, management fees eat too much of the media for this to make sense, and we will say so. Sometimes the honest answer is to fix conversion first and come back to paid later.
Do you charge a percentage of spend?
No. That model rewards us for spending more of your money, which is the wrong incentive. We work on a flat fee agreed against scope.
Who owns the ad accounts?
You do, always. We work inside your accounts so that history, audiences and learning stay with you if we ever part ways.
How quickly will we know if it is working?
Structural waste usually shows up in the first fortnight. A fair read on creative and incrementality takes six to eight weeks.
How much should we spend on ads to start?
Enough for the platform to exit its learning phase and for you to read a result, which usually means a budget that can produce a few dozen conversions a month at your expected cost per acquisition. Spending below that threshold does not buy a smaller version of the same outcome - it buys noise, and a decision made on noise is worse than no decision.
Why does the platform report more conversions than we can see in our CRM?
Because platforms count every conversion they touched, using view-through and cross-device attribution windows you did not set. A sale that saw a paid social ad, a search ad and an email is claimed three times. Platform numbers are useful for optimising within a channel and unusable for allocating budget between them.
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Want a second opinion on your ad account?
We’ll audit what you’re running now and tell you honestly whether it’s working.
- A 30-minute call. No pitch deck.
- We audit what you have and tell you what we’d do first.
- You decide. No retainer, no lock-in, nothing to cancel.