Spending more has never been a strategy

According to WordStream data (Google Ads Benchmarks 2024), the average cost per acquisition on Google Ads rose by more than 12% in one year, while the average conversion rate across all sectors stands at 6.96%. The mechanics are unforgiving: bids rise, clicks cost more, and only precise targeting separates profitable accounts from budget black holes. Performance Max, responsive search ads and broad match managed by Google’s AI: the levers multiply, but without a rigorous account architecture, they work against you.

Search is no longer about keywords; it is about architecture. Campaign structures aligned with your commercial objectives, bidding strategies calibrated to your real margins, alignment between search intent and landing page, and precise exclusion of irrelevant queries. No random keywords, no budget without a measurable return.

We manage the full search remit: Google Ads (search, Shopping, Performance Max, DSA and brand campaigns), Bing Ads / Microsoft Advertising, product-feed management through Merchant Center, account automation scripts, and A/B testing of adverts and landing pages. Each campaign is managed against a target ROAS or CPA agreed with you, reviewed weekly and adjusted monthly.

You pay for clicks that convert, not traffic that evaporates. Every euro invested is traceable; every result is defensible. Search stops being a cost line and becomes a margin lever.

According to Triple Whale (Google Ads & Meta Benchmarks 2025), median ROAS on Meta Ads fell by 10% in one year, while average CPM rose by more than 10%. The same pattern affects LinkedIn, TikTok and YouTube: platforms become saturated, costs rise and attention is diluted. In programmatic advertising, the ANA estimates that global waste reached $26.8 billion in the second quarter of 2025, up 34% in two years.

Social and programmatic advertising is not an art of spontaneous creativity; it is a testing discipline. Audiences, creative, placements and sequences: every variable is a hypothesis to validate. Where others launch campaigns and wait, we orchestrate a structured, iterative and documented testing protocol. Creative that works today fatigues tomorrow. Testing never stops.

We deploy across every relevant platform: Meta Ads (acquisition, retargeting, DPA and Advantage+), LinkedIn Ads (lead gen, InMail and ABM), TikTok Ads (Spark Ads and lead gen), YouTube Ads (TrueView, bumper and Shorts), and programmatic advertising (DV360, The Trade Desk, native, CTV and DOOH). Every campaign is backed by a creative-testing protocol, a progressive audience plan and reporting reconciled with your CRM data.

You no longer guess which channel is right: you know which one delivers, at what cost and for which audience. Media spend stops being a gamble and becomes a manageable investment.

According to an analysis of 147 GA4 implementations (SR Analytics, 2025), 73% of live tracking setups lose 30–40% of their conversion data without teams realising it. In Europe, only 31% of users accept tracking cookies (Cookie Script, 2025). The result: campaigns optimised on incomplete data, budgets allocated against phantom conversions and decisions made in the dark. Tracking is no longer a technical matter; it is the foundation without which everything else collapses.

Advertising measurement has fundamentally changed. Consent Mode v2, server-side tagging, enhanced conversions, Meta CAPI and conversion modelling: tracking in 2026 bears little resemblance to tracking in 2020. A pixel placed on a page is no longer enough. You need a complete measurement architecture—server, browser and CRM—that reconciles data in accordance with GDPR and Consent Mode. Saint-Exupéry said perfection is achieved not when there is nothing more to add, but when there is nothing left to take away. Good tracking follows the same logic: every measured event must inform a decision.

We deploy the entire measurement stack: GA4 with advanced configuration (events, e-commerce and audiences), server-side GTM (Stape, Addingwell), Consent Mode v2 with a GDPR-compliant CMP, Meta Conversions API (CAPI), Google Ads enhanced conversions, a complete tagging plan, reconciliation of platform, analytics and CRM data, and automated dashboards (Looker Studio, BigQuery). Every implementation is audited, tested and documented.

You finally know what your campaigns truly deliver, recover the 30–40% of lost conversions and manage performance using reliable data. Tracking is not a compliance cost; it is the asset that makes every other investment profitable.

According to the ANA (Programmatic Transparency Benchmark Study 2025), only 43.9 cents of every dollar invested in programmatic advertising actually reaches the consumer. The rest is lost to intermediary fees, non-viewable inventory, invalid traffic and sites designed to drain advertising budgets. On Google Ads, an analysis of 43 B2B accounts (GrowthSpree, 2026) puts average waste at 36% of total budget. The symptoms are familiar: irrelevant broad-match keywords, overly broad audiences, misconfigured tracking and bidding driven by unreliable data. Budgets rise; profitability stands still.

A paid acquisition audit is not just another report; it is an X-ray. Account structure, campaign consistency, targeting quality, tracking reliability, creative relevance, and profitability by channel, campaign and audience. We do not audit to produce a document; we audit to reveal the leaks and prioritise what delivers returns.

We scrutinise the entire setup: Google Ads structure (search, Shopping and Performance Max), Social Ads accounts (Meta, LinkedIn, TikTok and YouTube), tracking and attribution (GA4, GTM, Consent Mode v2 and Meta CAPI), landing-page quality and funnel consistency. Every finding is scored by impact and remediation effort. The deliverable is a prioritised action plan, not a list of abstract recommendations.

Within days, you know what your campaigns are losing, where budget is leaking and what to fix first. The audit never costs more than it uncovers.

According to the ANA (Programmatic Transparency Study 2023-2025), there is no correlation between the price of an advertising placement and its quality in the open programmatic market. Advertisers “chase the lowest CPM”, buy degraded inventory and unknowingly fund sites designed to generate worthless clicks. The same applies to search and social advertising: without an overarching strategy, each channel optimises in isolation, budgets cannibalise one another and the overall picture disappears.

Acquisition strategy is not a theoretical planning exercise; it is a continuous process of making trade-offs. Channel mix, budget allocation, modelling acquisition cost by channel and segment, first-party data strategy in a post-cookie world, full-funnel sequencing and scaling rules. Every media investment decision rests on a model, not intuition.

We work across the full strategic spectrum: digital media planning (budget, channel mix, phasing and KPIs for each funnel stage), CAC and LTV modelling by channel, first-party data strategy (CDP, Customer Match, Custom Audiences and CRM segmentation), scaling strategy (how to grow from €10K to €100K per month without eroding ROAS), multi-market and multilingual strategy, and support in selecting tools and partners. Every recommendation is quantified, testable and revisable.

You allocate media investment through an economic model, not a dashboard. Every euro has a purpose, every channel is justified and every decision is reversible. Acquisition stops being a cost centre and becomes a controlled engine of profitability.

According to McKinsey (State of AI 2025), 88% of organisations use AI in at least one function, yet paid acquisition teams are among the last to adopt it beyond platforms’ automated bidding. Google and Meta increasingly automate campaign management through Performance Max and Advantage+, but that automation benefits the platform—not necessarily the advertiser.

AI in paid acquisition extends far beyond automated bidding. LLM-generated copy, generative-AI creative production, predictive scoring for leads from paid campaigns, automatic detection of creative fatigue, semantic analysis of search terms, performance-anomaly alerts and predictive optimisation of cross-channel budget allocation. Platforms automate what suits them; we automate what delivers for you.

We deploy AI components across your entire acquisition chain: LLM-powered generation and iteration of text adverts (RSA, product descriptions and A/B variants); generative-AI advertising visuals; predictive lead scoring to feed bidding algorithms with quality signals; creative-fatigue detection and automated alerts; audience segmentation through clustering; dynamic landing-page personalisation; and media autopilot for recurring campaigns with human oversight. Every component is integrated into your existing stack, documented and controllable.

You no longer submit to platform algorithms; you complement them with intelligence of your own. Testing accelerates, iteration costs fall and decisions become more precise. AI is no longer a platform marketing claim; it is an operational advantage you own.