We manage paid advertising across Google, Meta, TikTok and LinkedIn — using the latest AI-powered campaign types to make every pound of ad spend work harder. Performance Max, AI Max, Demand Gen, Advantage+ and smart bidding strategies built around your ROAS and CPA targets. Free audit to find your wasted spend included.
In 2025 Google replaced the Power Pair with the Power Pack — a three-campaign framework designed to cover the complete customer journey from initial discovery through to conversion. We build and manage all three campaign types together for maximum funnel coverage and AI-optimised performance.
Google Demand Gen campaigns run visually immersive ads across YouTube, Discover and Gmail to build awareness and interest before buyers start actively searching for your solution. Using AI audience targeting comparable to Meta Ads, Demand Gen reaches your ideal audience with engaging video and image creative. In 2025, Google's 60+ AI improvements delivered a 26% increase in conversions per pound for Demand Gen advertisers. Google data confirms 68% of Demand Gen conversions come from users who had not seen the brand's Search ads in the prior 30 days — meaning Demand Gen reaches genuinely new audiences, not just existing in-funnel prospects.
Performance Max (PMax) is Google's AI-powered campaign type that runs ads across the entire Google ecosystem — Search, Shopping, YouTube, Display, Gmail, Discover and Maps — from a single campaign. PMax now powers 62% of all Google ad clicks. Success requires strategic inputs: high-quality Customer Match audience signals, excellent creative assets across all formats, accurate conversion tracking with offline conversion import, and clear asset group architecture aligned to business goals. After 2025's transparency updates — channel-level reporting, full search term visibility and negative keyword lists — PMax is now a genuinely manageable, high-performance campaign type for businesses with sufficient conversion volume.
AI Max for Search, rolled out in January 2026, is Google's most significant Search product since broad match keywords. It enables keyword-free Search campaigns — you provide a landing page, budget and ROAS/CPA goal; Gemini 3 handles match types, negative keywords, ad copy variants and sitelinks automatically. Smart Bidding Exploration allows the algorithm to temporarily lower effective ROAS targets (within an acceptable range you set) to capture new queries that traditional keyword-based campaigns miss — delivering an average 18% increase in unique converting query categories. We manage AI Max campaigns strategically, providing the clean data signals, conversion tracking and guardrails the algorithm needs to explore efficiently rather than wastefully.
Beyond Google's Power Pack, we manage paid campaigns across Meta, TikTok and LinkedIn — each optimised to its specific audience behaviour, creative format and conversion signals. Every channel measured by the same standard: revenue attributed per pound spent.
We manage the complete Google Ads ecosystem — Google Search, Shopping, Performance Max, Demand Gen, AI Max, Display and YouTube. Every account begins with a full structural audit covering account architecture, bidding strategies, negative keyword coverage, Quality Scores, audience signal quality, conversion tracking accuracy and ROAS attribution. We rebuild campaigns from the ground up where necessary, introduce the Power Pack framework and implement Smart Bidding with the first-party data signals needed for efficient AI optimisation.
Key specialisms include Performance Max asset group architecture with audience signals from Customer Match lists, Smart Bidding Exploration for incremental reach, High Value Mode for customer lifetime value bidding, channel-level reporting analysis, Demand Gen for top-funnel YouTube and Discovery, and full Google Merchant Centre optimisation for e-commerce clients. We also manage brand protection Search campaigns running alongside PMax to prevent cannibalisation.
Meta's advertising platform reaches 3.2 billion monthly active users with the most sophisticated interest, behaviour and lookalike targeting in digital advertising. We build Meta campaigns across the full funnel using Advantage+ Shopping Campaigns (A+SC) for e-commerce, Advantage+ Audience targeting for service businesses and manual placement for accounts where granular control delivers better ROAS than automation.
Our Meta approach prioritises three areas above all others: Conversions API (CAPI) implementation for accurate server-side tracking (critical as browser-based tracking continues to degrade), creative performance — building and testing multiple hook variations, formats and offers simultaneously — and audience architecture, including Customer Match uploads, lookalike expansion and exclusion list management. We also implement server-side tagging via Google Tag Manager to maximise signal quality for Meta's attribution system.
TikTok has evolved from an entertainment platform to a full commercial channel driving purchase decisions. TikTok Ads deliver CPM and CPC rates significantly below Meta and Google for younger demographics, with TikTok Smart+ campaigns using AI optimisation to match audience signals to conversion goals. The platform uniquely rewards content that looks and feels native — ads built in the TikTok style consistently outperform polished brand content.
We build TikTok campaigns with a creative-first methodology — developing multiple video hooks per campaign, testing UGC-style executions against polished brand content, and leveraging Spark Ads to amplify organic content that is already performing. TikTok's attribution window differences require careful attribution management alongside broader channel reporting to avoid undercounting its contribution to the full funnel. We also manage TikTok Shop campaigns for eligible e-commerce clients, which consistently outperform off-platform conversion campaigns.
LinkedIn is the only platform where you can target by job title, seniority, company size, industry, skills and years of experience simultaneously. For B2B businesses, this precision justifies LinkedIn's higher CPCs — you are reaching the decision-makers, not broad audiences who may include them. We build LinkedIn campaigns for lead generation, account-based marketing (ABM), thought leadership amplification and pipeline acceleration.
LinkedIn Lead Gen Forms capture leads without requiring users to leave the platform — consistently delivering higher conversion rates than click-to-website campaigns. Combined with LinkedIn Matched Audiences (website visitor retargeting, CRM list uploads and Company Page retargeting), LinkedIn Insight Tag conversion tracking and Document Ads for high-value content downloads, we build B2B campaigns that generate qualified leads at commercially viable CPLs. We also use Microsoft Advertising for B2B campaigns, where Bing Copilot Shopping updates are showing 19% lower CPAs than comparable PMax campaigns for specific software clients.
Every paid campaign we manage is built on four principles that most agencies either ignore or do not know how to implement. These are the specific practices that separate campaigns delivering 4× ROAS from those delivering 1.8×.
Third-party cookies are degrading. Campaigns built on third-party targeting are becoming less accurate month by month. We build first-party data infrastructure from day one — Conversions API (CAPI) for Meta, Enhanced Conversions for Google, server-side tagging via Google Tag Manager, Customer Match list uploads and CRM synchronisation. Campaigns with strong first-party data signals consistently outperform those relying on third-party targeting at lower CPAs. The businesses building first-party data infrastructure now are building a structural competitive advantage that compounds over time.
On Meta and TikTok, creative is the single most important performance lever available. The same ad spend with stronger creative can deliver 40–60% lower CPAs. We build structured creative testing frameworks — multiple hooks per campaign, static vs video vs carousel, offer vs authority vs social proof — with clear testing hypotheses and learning objectives. We rotate creative every 3–6 weeks to prevent fatigue, and scale winning creative quickly before competitors replicate it. For Google PMax, we provide the full range of asset types — headlines, descriptions, images and videos — in the formats and aspect ratios that allow the algorithm to optimise across all placements.
Google's and Meta's AI bidding systems are only as good as the signals they receive. The most common reason Performance Max and Advantage+ campaigns underperform is poor signal quality — campaigns optimising toward proxy events (add-to-cart, page views) rather than actual revenue-generating conversions. We ensure every campaign receives accurate, revenue-tied conversion data: offline conversion imports from CRM systems, Salesforce or HubSpot integrations, server-side conversion tracking and campaign-level conversion value rules that reflect actual margin, not just revenue. High Value Mode in Google PMax lets us bid more aggressively for customers predicted to have high lifetime value — a capability that requires clean LTV data to work correctly.
Most paid advertising reports show impressions, clicks, CTR and CPC — metrics that have almost no relationship to commercial outcomes. Our reports show blended ROAS across all channels, cost per qualified lead (not all leads), cost per acquisition, revenue attributed per campaign type, channel-level contribution to closed deals and creative performance breakdown tied to conversion data. We also build custom Looker Studio dashboards that consolidate Google Ads, Meta Ads, TikTok and GA4 data into a single real-time commercial view — updated daily and accessible 24/7.
We audit every campaign — account structure, bidding strategies, negative keyword coverage, Quality Scores, audience signal quality, creative performance data, conversion tracking accuracy and attribution setup. We identify every source of wasted spend and every structural problem. Most accounts we audit have between 15–40% budget being spent on terms, placements or audiences with no conversion data — this is the most immediately recoverable value in any paid account.
Before optimising a single campaign, the measurement foundation must be correct. We implement GA4 conversion tracking, Google Enhanced Conversions, Meta CAPI, LinkedIn Insight Tag, server-side tagging via Google Tag Manager and a custom Looker Studio dashboard. Campaigns cannot be correctly optimised without accurate conversion data — and most accounts we inherit have at least one significant tracking error.
We upload your existing customer data via Customer Match in Google Ads and Custom Audiences in Meta. This trains the algorithms on what a genuine high-value customer looks like before any campaign optimisation begins. Even with a modest existing customer base of a few hundred records, first-party data activation consistently improves targeting efficiency within the first 30 days.
We rebuild the account structure to the approved strategy — implementing the Google Power Pack (Search, PMax, Demand Gen) where applicable, rebuilding Meta Advantage+ Shopping and manual conversion campaigns, launching TikTok and LinkedIn where included. Every new campaign launches with 3–6 creative variations per ad set and a clear A/B testing framework from day one.
We monitor campaigns daily for anomalies, bid strategy deviations and Quality Score changes. Weekly optimisation tasks include bid strategy reviews, negative keyword additions, audience expansion and exclusion updates, creative fatigue monitoring and budget reallocation based on channel ROAS. Every change is logged in a running optimisation document.
Monthly reports cover ROAS, CPA, CPL, revenue attributed, creative performance, audience insights and the complete optimisation log. We identify the highest-leverage scaling opportunities — increasing budgets on efficient campaigns, testing new audiences, launching new creative angles or expanding to additional platforms — and present a prioritised action list for the following month.
"We'd been burning money on Google Ads for two years. Our previous agency was running broad match everything with no negative keywords and last-click attribution showing everything as profitable. Strategic Edge did a full account audit in week one, found 34% of our budget was wasted spend, rebuilt the account structure around the Power Pack and our CPA dropped from £68 to £24 in the first month. ROAS went from 1.8× to 4.8×. That's the kind of change that transforms a business."
"The Meta CAPI implementation made an immediate difference. Our Meta reporting had been significantly undercounting conversions due to iOS privacy changes, which meant we were making budget decisions on incomplete data. Once CAPI was live, our reported conversions went up 28% — not because we suddenly had more sales, but because we could finally see them. The campaign restructure that followed delivered a 35% CPL reduction within 6 weeks."
"We were spending on LinkedIn but couldn't prove it was working — last-click said it had almost no conversions. Strategic Edge set up LinkedIn Insight Tag properly, built multi-touch attribution in GA4 and showed us that LinkedIn was influencing 40% of our closed deals even without getting last-click credit. They then rebuilt our Lead Gen Form campaigns and our cost per SQL dropped by 31%. Finally, data we can actually make budget decisions with."
Monthly management fees — separate from your ad spend budget. All packages include tracking setup, creative testing framework and monthly commercial reporting. No hidden fees, no lock-in contracts.
For businesses managing one paid channel who need expert management, proper tracking and consistent optimisation against clear ROAS and CPA targets.
The complete Google Power Pack — Search, Performance Max and Demand Gen — plus Meta Advantage+, full CAPI tracking and multi-channel attribution in one managed programme.
Complete paid media management across Google, Meta, TikTok and LinkedIn with full attribution infrastructure, incrementality testing and first-party data strategy.
Book your free paid media audit. We'll analyse every campaign, identify every pound of wasted spend, assess your tracking accuracy and show you exactly what a properly structured Power Pack programme could deliver for your business.