Paid Advertising

Platforms

Google Search · Performance Max · Google Display and YouTube · Meta (Facebook/Instagram) · LinkedIn for B2B · programmatic where budget justifies it.

What the engagement covers

Account structure and rebuild where needed · keyword and audience research · negative keyword hygiene · ad copy and creative · landing page recommendations (and builds, quoted separately) · conversion tracking setup and validation · bid and budget management · weekly optimisation · monthly performance review.

Ad spend handling

Preferred: the client pays the platform directly on their own card, keeping full visibility and control. Where Akontec funds spend, it is pre-funded, reconciled monthly against platform invoices, shown at cost on a separate line, and carries a handling fee.

Our fee is either a monthly management fee or a percentage of spend (typically 10–15%) with a monthly floor — because a percentage on a small budget does not cover the management time, and pretending otherwise leads to under-serviced accounts.

The first 30 days

Tracking validation comes first, always. Optimising against broken conversion tracking is the single most common way agencies waste a budget — including agencies who genuinely believe they are doing good work.

Budget guidance

Below a certain monthly spend, paid search cannot generate enough data to optimise on. We state the minimum viable budget for the client's sector at proposal stage. Recommending a budget too small to work, just to win the account, is how both parties waste three months.

Reporting

Spend, impressions, clicks, CTR, conversions, cost per conversion, and — the one that matters — cost per qualified enquiry where the client can feed back on quality. Wherever an Akontec calling desk qualifies the leads, we report the qualified number directly, which very few agencies can.

Rules

• No changes to a client's account without the plan being approved.
• Claims, prices and offers in ad copy require written client confirmation before launch.
• Landing page experience is part of the campaign; sending paid traffic to a bad page is a waste we will flag before spending.
• Competitor bidding on brand terms is discussed with the client before we do it, not after.