How we actually run
an account
Written down, in order, including the parts most agencies keep vague. If you are an advertiser deciding whether to trust us with budget, or a network deciding whether to approve us, this page is the honest version.
Six stages, every account
Whether it is a roofing company in one metro or an arbitrage campaign across four geos, the sequence does not change.
Discovery & scoping
What is being sold, to whom, at what margin, and what happens after the click. We map the full funnel including the parts we will not be running — sales follow-up, fulfilment, refunds — because those decide whether media spend can ever work.
Tracking audit & rebuild
We test every conversion event end to end. Almost every account we inherit has at least one broken or duplicated event, and it is usually the one the platform is optimising against. Nothing launches until the numbers are trustworthy.
Creative & compliance build
Angles, hooks, ad copy, landing pages and pre-landers produced against a documented matrix — then run through the compliance gate below before any of it is uploaded.
Controlled launch
Structured test budgets across sources, angles and audiences. Budgets stay deliberately flat here — we are buying readable data, and moving spend around mid-test destroys the read.
Scale & cut
Winners get budget on a defined increment schedule. Losers get cut at the threshold, not after one more day of hoping. Source and placement blocklists are rebuilt weekly from margin data.
Reporting & review
A live dashboard available at all times, plus a written weekly breakdown: spend, revenue, margin, what changed, what we learned, what happens next week. Monthly strategic review on top.
Where our traffic comes from
Complete list. Owned, self-managed accounts on all of it. If a source is not on this table, we are not buying on it.
| Channel | Platforms | Primary use | Account type |
|---|---|---|---|
| Search | Google Ads, Google AFS / RSOC, Microsoft Ads (Bing) | Intent capture, feed monetisation, lead generation | Owned & self-managed |
| Paid social | Meta (Facebook, Instagram), TikTok | Ecommerce scaling, lead gen, offer campaigns | Owned & self-managed |
| Native | Taboola, Outbrain, MGID, Revcontent | Arbitrage acquisition, advertorial offer campaigns | Owned & self-managed |
| Push & pop | Push, pop and display networks | High-volume offer testing and arbitrage acquisition | Owned & self-managed |
| Display & video | Google Display Network, YouTube, programmatic | Retargeting, awareness, upper-funnel support | Owned & self-managed |
Sources we use
- Paid media on accounts we own and operate
- Our own landing pages on our own infrastructure
- Client-owned ad accounts, under client ownership
Sources we never use
- × Incentivised, rewarded or coreg traffic
- × Brokered or resold third-party inventory
- × Rented, scraped or purchased email lists
Platform names are listed to describe where we buy media and are trademarks of their respective owners. Listing a platform does not imply endorsement or a formal partnership unless separately stated.
Three views of the
same funnel
Any single measurement source will lie to you eventually. Browsers block pixels, platforms over-attribute, networks under-report. The only defence is to run independent layers and pay attention when they disagree.
We reconcile all three daily. A gap between them is not an annoyance — it is the earliest signal that something in the funnel has broken.
- Daily spend-to-conversion reconciliation
- Event-level QA before and after every deploy
- Bot and low-quality traffic filtered pre-redirect
- Data handled under our published privacy policy
ClickMagick — attribution layer
Click-level tracking with sub-ID routing, traffic quality filtering and source-level reporting. This is our source of truth for what a click cost and where it came from.
GA4 + server-side tagging
First-party event collection through a server-side container, independent of browser tracking restrictions and ad blockers.
Conversions API & postbacks
Deduplicated server events back to Meta, TikTok and Google so the algorithms optimise on real conversions — plus S2S postbacks to network platforms where supported.
Our compliance approach
This is the section network compliance teams care about, so it is the most detailed one on the site.
Pre-launch review gate
No creative, page or campaign goes live without passing all four checks. There is no override for a campaign that is in a hurry.
- Offer review — what is sold, by whom, under what regulation
- Claims review — every headline and body claim against approved messaging
- Disclosure review — sponsorship labels, testimonial disclaimers, results disclaimers
- Policy review — the advertising policy of every platform in the chain
Data & privacy handling
Lead and visitor data is handled under our published privacy policy, with contractual terms available for client engagements.
- Consent captured and logged before marketing contact
- GDPR and CCPA/CPRA rights honoured, including deletion requests
- Data minimisation — we collect what the campaign needs, not more
- Access controlled per account, revoked at engagement end
- DPAs available for client engagements on request
| Practice | Our position | Why |
|---|---|---|
| Cloaking | Never | Reviewers see exactly what users see. No exceptions, on any platform. |
| Forced or accidental clicks | Never | Destroys feed quality metrics and the account along with them. |
| Trademark bidding | Only with written permission | Advertiser authorisation on file before a single branded keyword runs. |
| Income & health claims | Advertiser-approved only | We run the claims the advertiser can substantiate, with required disclaimers. |
| Testimonials | Real and labelled | Sourced from the advertiser, disclosed as testimonials, results disclaimer attached. |
| Sponsored content | Always disclosed | Advertorials carry visible sponsorship labelling above the fold. |
| Traffic declaration | Complete and public | Published on this page so networks do not have to take our word for it. |
What you receive, and when
Live dashboard
Spend, conversions, margin and channel split, updated continuously. Open it whenever you want — no request needed.
Written breakdown
What we spent, what it returned, what changed, what we learned and what we are doing next week. In writing, every week.
Strategic review
A call covering trajectory, budget allocation, channel mix and anything structural that needs a decision from you.
Compliance pack
Traffic declaration, creative samples, pre-lander URLs and tracking configuration — for networks and advertiser reviews.
Still have compliance questions?
Ask them directly. We will get a named person on a call with your team rather than send you a PDF.