What you get
- ✓Account structure split by service and market, not one catch-all campaign
- ✓Search term reviews that block wasted spend every week
- ✓Meta audiences built around the offer and the enquiry, not broad reach
- ✓Budget pacing that protects the learning phase of each campaign
- ✓Reporting that names the cost of each enquiry, by source
Why one campaign per business never works
A single campaign mixing five services sends every searcher to the same generic page. Google then cannot tell which keyword produced a click worth paying for, and you cannot tell which service deserves more budget.
We split by service and by market. A Singapore accounting firm and a Johor renovation contractor need different keywords, different currencies and different pages, even when both run "Google Ads". Separate campaigns make the numbers readable, and readable numbers are the only way to move budget toward what works.
Search buys intent; social builds it
A Google Search ad answers a question someone has already typed. The searcher wants a price, a location, a slot this week. Copy that reads like a brochure loses to copy that answers directly.
Facebook and Instagram work differently. Few people scroll hoping to find an accountant. The ad has to create the thought: a before-and-after, a specific offer, a deadline. Cheaper clicks are not the goal; enquiries that qualified are. Meta campaigns usually need a wider audience and a longer look before judging them.
Where budgets leak
Three leaks account for most wasted ad spend in small accounts: broad match keywords quietly matching unrelated searches, conversions counted twice so every campaign looks profitable, and ads pointing at a homepage that answers nothing in particular.
We run a weekly search term review and a monthly conversion audit. On a modest budget, blocking a handful of irrelevant terms often recovers more value than a new campaign would create.
What the monthly report should tell you
A useful report answers four questions: what did we spend, what did each channel produce, which enquiries met the agreed criteria, and what changes are proposed next month. Screenshots of dashboards are not a report.
Every figure we send is traceable to the platform or to your enquiry record. If an enquiry came from an ad, the report says which campaign; if it arrived by call or message, tracking records that too, because a large share of SME enquiries never touch a form.
At a glance
| Decision | Google Search | Facebook and Instagram |
|---|---|---|
| What you are buying | An existing search | Attention and interest |
| Typical time to first enquiry | Days after launch | One to three weeks of testing |
| Best creative | Direct, specific, price-aware copy | Visual proof, offer, short video |
| Main waste risk | Irrelevant search terms | Audience too broad to learn from |
Questions buyers ask
Who owns the ad accounts?
You do. Accounts are created under your business, with us added as a manager. If we part ways, the history, audiences and billing stay with you. That is the only arrangement we work under.
What is a sensible starting budget?
Enough for the platform to gather data without starving it: a campaign that spends the equivalent of a few coffees a day rarely leaves the learning phase. We recommend a starting figure per market based on your service value, then adjust after the first month rather than guessing at launch.
Do you write the ads as well?
Yes. Headlines, descriptions, the first line of social copy and the landing page they point at are part of the service. An ad is only as good as the page behind it.
Can you take over an existing account?
Usually. We audit what is there first, including conversion tracking, and tell you plainly whether the account is worth repairing or rebuilding. Sometimes a clean account is faster than untangling someone else's structure.
Paid advertising rewards precision. If you want campaigns you can read and defend, we can run them that way.