Marketing & Growth
Paid Media & Performance
Google, Meta, TikTok and LinkedIn ads
Paid media is the fastest channel to test a market and the fastest to waste money in. The difference between the two comes down to three unglamorous things: whether your tracking is telling the truth, whether the landing page can convert the traffic you buy, and whether someone is making decisions from the data weekly rather than reporting on it monthly.
We manage campaigns against the number that matters to your business — cost per acquisition, return on ad spend, qualified leads — not against impressions, reach or engagement, which are inputs at best.
What's included
Platforms we run
Google Search
demand that already exists, captured at the moment of intent. Usually the first place to spend and the easiest to measure.
Google Shopping and Performance Max
for retail catalogues, with the feed work that determines whether they perform at all.
YouTube
for demand creation and remarketing, where video is doing the persuading.
Meta (Facebook and Instagram)
audience-led acquisition and retargeting, and the creative volume that platform genuinely requires.
TikTok
short-form video where the creative is the targeting, and where an ad that looks like an ad is ignored.
Snapchat
where a younger regional audience spends real time.
LinkedIn
B2B, by job function, seniority, industry and company, at a cost per click that only justifies itself with a high customer value.
Display and programmatic
and retargeting across the web and apps, used carefully because this is where budget disappears most quietly.
Selected clients in Marketing & Growth
4 clients
What management actually involves
- Tracking verification first. Before spending anything we confirm that conversions are recorded correctly, deduplicated, and reconciled against what your own systems show. Optimising toward a broken conversion signal is the single most expensive mistake in paid media, and it is extremely common.
- Account structure. Campaigns organised so budget can be controlled and results attributed, rather than one campaign that cannot be diagnosed.
- Audiences and targeting. Built from your own customer data where available, since first-party audiences generally outperform interest targeting by a wide margin.
- Creative and copy, in volume. On most platforms creative is now the main lever. We produce and rotate multiple variants — with our own design, copy and video teams — because a single ad and a large budget is not a strategy.
- Landing pages that match the ad. Sending paid traffic to a generic homepage wastes a large share of it. We build dedicated pages, and we can build them properly because we are also the development team.
- Structured testing. One meaningful variable at a time, with enough volume to reach a conclusion, and a written record of what was learned.
- Weekly optimisation, monthly reporting. Budget shifts toward what works continuously; the report explains what happened and what changes next.
Arabic and English creative
In a bilingual market these are two campaigns, not one campaign with translated text. Cost per result, the platforms that perform, and the creative that resonates all differ between the two audiences. Arabic ad copy written as a literal translation reads as foreign, and it underperforms accordingly. We write natively in both, run them as separate ad sets so the data is not blended, and let the budget follow whichever is genuinely cheaper for you.
What we will tell you plainly
- Paid media does not fix a weak offer. It puts it in front of more people, faster, at a cost per person. If nobody is buying at the current conversion rate, more traffic makes the loss bigger.
- It is rented. Turn off the budget and the traffic stops the same day. That is not an argument against it, but it is why it belongs alongside SEO, content and retention rather than as your only channel.
- The first weeks are learning, not performance. Platforms need conversion volume before their optimisation works. A campaign judged and killed in week one never gets the chance to be good.
- Attribution is genuinely imperfect. Privacy changes and cross-device journeys mean platform-reported numbers will overstate their own contribution. We reconcile against your actual sales rather than reporting the platform's self-assessment as fact.
On working with Codigoo
We had been blaming regulation for two years. They spent a week watching recordings and showed us it was question order.
Questions we are usually asked
- What budget do we need to start?
Enough to gather data in the time you are willing to wait, which depends on your cost per click and the volume of conversions needed to optimise. We size it during planning and tell you if the number you have in mind is too small to conclude anything — that answer is more useful than taking the money.
- Do you charge a percentage of ad spend?
We can quote either a percentage or a fixed monthly fee, and we will say which is better value for your budget. It is worth knowing that a pure percentage model gives an agency an incentive to increase spend rather than efficiency, which is a conflict you should be aware of wherever you buy this service.
- Who owns the ad accounts?
You do — always, including accounts we create for you. Agencies holding client ad accounts hostage is a real practice in this industry and we do not participate in it. You keep the accounts, the data and the history.
- Can you take over existing campaigns?
Yes. We start with an audit: structure, tracking accuracy, wasted spend, search-term and placement waste, and creative fatigue. You get the findings in writing whether or not you continue with us.
If you are spending on ads and cannot confidently state your cost per customer, that is the number to bring to a consultation.
More in Marketing & Growth
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- SEO & Organic GrowthTechnical, on-page and content SEO
- Social Media ManagementAlways-on content and community
- Content & CopywritingEditorial, landing pages and campaigns
- Email & Marketing AutomationLifecycle journeys and CRM flows
- Media ProductionPhotography, video and post-production
Talk to us about Paid Media & Performance
Thirty minutes with an engineer and a strategist who do this work — not a sales team. You will get an honest answer about whether it is the right thing to buy, and what it would realistically cost.