We run paid advertising for businesses that expect calls, messages and sales from their ads. Google advertising and social media advertising are two separate services, and you can order one or both. With either, we set up enquiry tracking before the first ad runs, so your monthly report shows what one enquiry cost you in every campaign.
Move the budget or pick a businessSet a budgetCost per enquiryPer enquiry…
Search› yourbusiness.comWe repair all makesInstallation, servicing, repairs. Call to book a visit.0 enquiries0 clicks25%
Social› Your businessAll things boilerSee what we offer and our work in the area.0 enquiries0 clicks25%
Search› yourbusiness.comBoiler fixed same dayRepairs and servicing across the city, price up front.0 enquiries0 clicks25%
Social› Your businessWinter boiler serviceShort video: a full service in 40 minutes, no mess.0 enquiries0 clicks25%
Daily budgetBudget
€25/day
What we do
How paid ads bring in enquiries
Paid advertising means showing ads that you pay the platform, Google or a social network, for by the click or by the view. An ad on Google and an ad on social media are seen by different people at different moments, so they are made and run differently.
Google advertising is a paid place in the search results that you get when someone types in what you sell, and you mostly pay only when someone clicks the ad. The ad sits above or below the ordinary results, marked as sponsored. It is seen by someone who already needs the service and is choosing who to call right now, so the copy has to answer exactly what they typed.
Social media advertising shows your ad on Facebook, Instagram or TikTok to people who weren't looking for you but who, by location and interests, resemble your customers. There the ad has to catch the attention of someone scrolling through posts and not thinking about you, which is why the image or video and the first line decide more than the offer itself.
We measure both services by the same number, cost per enquiry. When we run both, we move money to the channel that brings enquiries more cheaply, and we do the same between two campaigns in the same channel. The reason for every such decision is written in the monthly report.
What's included
What's included
The first two items are separate services, and the third, enquiry tracking, comes with each of them.
Google advertising
Google Ads, search ads
We choose the searches worth paying a click for and write the ad copy. Searches from people looking for a job or free advice spend money without bringing enquiries, so we exclude them from the campaign.
Social media advertising
Facebook, Instagram and TikTok
We make the visual, an image or a short video, and write the ad copy. We choose the audience by location, age and interests, and show a reminder to people who have already been on your site.
Enquiry tracking and analytics
Calls, forms and messages
We set up tracking so that every call, form sent and message is recorded against the campaign it came from. Only then does cost per enquiry become a number you can rely on.
Process
How we work
The steps are the same for Google ads and for social media ads. We do the first three once, before the first ad appears. We repeat the last two every week and every month for as long as the campaigns run.
01/
Review and budget
We review your past campaigns, if you have any, and what people type into Google when they look for what you sell. We learn from you who your customers are, and you get a proposal for the channels and a monthly ad budget.
02/
Tracking before ads
We put tracking on the site and in the ad accounts before the first ad is shown, so calls and messages are counted from the campaign's first day. Otherwise you would pay for the first weeks of ads with no record of what brought an enquiry.
03/
Ads for approval
We write the copy, make the visuals and choose the searches and audiences. No campaign goes live until you have seen and approved it.
04/
Weekly adjustments
Every week we review the searches and audiences that brought clicks and exclude the ones after which nobody called or wrote. We move the budget to the campaigns with a lower cost per enquiry.
05/
Monthly report
Once a month we send the spend, the number of enquiries and the cost per enquiry for every campaign, with a proposal for what we change next. You see the same numbers in the client portal.
01
How Google advertising works
Updated
A Google ad is shown when someone types a search you have chosen, in the area you have set, from a single town to the whole country. You mostly pay only when someone clicks, and you set the daily budget in advance.
For every search Google holds an auction in which the highest bid doesn't always win, because the quality of the ad and of the page it leads to also count. An ad that answers the search exactly can therefore get a better position at a lower cost per click.
We choose searches by whether there is a buyer behind them. Someone who types “AC repair cost” is probably calling today, while someone who types “how to clean an AC unit” is looking for instructions, so we exclude searches like that from the campaign.
An ad brings enquiries for as long as you pay for it. Visits from search that you don't pay a click for come from SEO, and a business planning beyond this season needs both.
02
How social media advertising works
A social media ad is seen by people who weren't looking for you, and you choose them by location, age and interests. You mostly pay by the view, so the ad has to show what you offer straight away, with the image or the first line.
Facebook and Instagram belong to the same company, Meta, so ads for both are run from the same account. For every campaign we choose whether the ad runs on one network or on both, and a single good photo is enough for it.
TikTok has its own ad account, and an ad there is most often a short vertical video that looks like the other clips in the app. That is why we suggest it when you can film your work regularly, for example before and after shots or a product in use.
Social media advertising and regular posts on your profile are two separate services. The ad brings people to the offer, and a profile with tidy posts reassures them when they come after the click to see who you are and whether you are still trading. For profile posts we have a separate service, social media management.
03
What paid advertising costs and what the price depends on
The cost is made up of two separate amounts. You pay the ad budget directly to the platform you advertise on, Google, Meta or TikTok, for clicks and views. You pay us the fee for running the campaigns.
The ad budget rises and falls with competition, since you are bidding against other advertisers for the same search or the same audience.
What moves the budget most:
the number of businesses in your trade paying for the same searches or the same audience
the area the ad is shown in, from a single town to the whole country
the season in which your customers search the most
the number of enquiries you want each month
The management fee depends on the number of campaigns and channels. A single search campaign takes less work than campaigns on Google and social media together, with visuals we make afresh every month.
With a modest budget we advise one channel. Money split between Google and social media at once rarely gathers enough enquiries on either side to show what works, so after a few months you know barely more than at the start.
04
Google or social media: where to start
If people search for your service when they need it, start with Google search. A product the buyer has to see first before they want it does better on social media.
What you compare
Google search
Social media
Who sees the ad
Someone searching for the service or product right now
Someone scrolling through posts and not looking for you
What works best
Services people search for when they need them, products people search for by name
Products chosen by eye, a new offer, a local audience
What you mostly pay for
A click on the ad
A view of the ad
What carries the ad
Copy that answers the search
An image or a short video
Weak spot
Few searches for a product people don't know yet
More enquiries that don't end in a purchase
For a plumber or an appliance repair service we would set up a search campaign first, since people look for them only on the day something leaks or stops working. Fitted kitchens or a new restaurant do better when people see them before they have started looking, and there social media ads usually come first.
If you are still torn between two channels, three questions on the homepage give you a suggestion of where to start in about half a minute.
05
What we measure and what you see in the monthly report
The main number is cost per enquiry, for every campaign separately. We work it out by dividing the ad spend by the number of calls, forms and messages that came from that campaign.
Sample reportGoogle Ads · MetaLast 90 days
Clicks0+24%
Enquiries0+41%
Conversion rate0%+0.9 pp
Cost per enquiry-0%vs last quarter
Clicks Enquiries
Channel split
Google Search 62%
Meta 38%
Cost per enquiry-31% since optimisation
Sample ads
Sponsored yourcompany.com/servicesYour Company | Same-day service in London
Prices on the site before you call. Book online or get a free quote.
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Your CompanySponsored
A free quote within 24 hours.Learn more
Sample report. The numbers are an illustration, not a client's results.
The monthly report, like the example above, has these parts:
spend per campaign and per channel
the number of enquiries, split into calls, forms and messages
cost per enquiry and how it changed since last month
the searches and audiences we excluded
a proposal for what we change next month
For an online shop we count purchases and their value instead of enquiries, so the report shows how much in sales each campaign brought compared with what it spent.
For businesses that turn an enquiry into a sale by phone or in the shop, Google Ads can't see that sale by itself. So we can import closed sales into Google Ads automatically from the spreadsheet or software you keep them in, and the report then shows which campaign brings customers too. We build that link as part of business automation.
You see clicks and views in the same report, but we don't make decisions by them. A campaign with lots of cheap clicks and not a single call is spending money, however good it looks on a chart. Do you know today what your last call from an ad cost you?
When ads bring visits but no enquiries, the problem is usually the page the ad leads to, where the customer doesn't find an answer to what they typed. Then we suggest changes to that page or a dedicated campaign page, which we make as part of web design.
06
Who owns the ad accounts and the campaign data
You do. The ad accounts on Google, Meta and TikTok are opened in your business's name, and we work in them with the access you give us.
Your business profiles on Facebook, Instagram and TikTok stay yours, and we get a role that lets us run ads. The budget is charged to your card in your account, so everything that went to the platform shows on the invoice it sends you.
The account history keeps everything you have already paid to learn. It records which searches bring an enquiry, what each enquiry cost and which audiences don't buy. The platforms learn from that data who to show ads to, so an account with history doesn't start from zero after you change agency.
When an agency runs campaigns from its own account, that history stays with the agency when you part ways, and you pay for the next campaign as if it were the first. If you stop working with us, you remove our access in the account settings, and the campaigns and data stay where they were.
If your current account was opened by another agency in its own name, we first ask them to hand ownership over to you. When that doesn't work, we open a new account in your business's name. Before you hand your ads to anyone, ask whose name the account will be opened in.
Price
We set the management fee by the number of campaigns and channels and by whether we also make the ad visuals. The ad budget is a separate amount and goes directly to the platform you advertise on.
Find out what ad budget you need
Book a call, and we will review your past campaigns or, if you don't have any, the searches customers use to look for what you sell. After the review you get a proposal for which channel to start on and with what monthly budget. If you are not sure ads are the first step, answer three questions and get a recommendation for where to start.
We're happy to help. If your question isn't here, write to hello@digitl.me.
We choose the searches and audiences, make the ads and set up tracking, and we move the budget every week. What stays with you is what only you know: which services earn the most, when you are busy and what customers ask on the phone. You tell us those three things at the start, and what we spend money on depends on them.
An ad starts showing as soon as the platform reviews and approves it, so the first clicks arrive within the first days. A cost per enquiry you can count on takes a few weeks of data, until we see which searches and audiences bring calls and which only spend the budget.
Yes, we work remotely and agree things by phone, messages and through the client portal. The ad is set to the area where your customers are in any case. That can be one city, a radius of a few miles around your shop or the whole country.
We do. We write the ad copy, and we make the social media visuals in the same look as your site and profile, so a customer who clicks recognises the business straight away. If you have photos from jobs or from the shop, we use those, and that usually works better than photos from the internet.
You can, both are run from the same Meta account, and for every campaign we choose where the ad will be shown. The cost of a view on Instagram depends on the audience and on how many other advertisers are targeting the same people at the same time, so we don't know it exactly in advance. After the first few days we see it in the account and set the budget by it.
Then we start with a review of the account, whose history shows what has already been tried. Before any change we check the tracking and the searches that were spending money. You get a list from us of what we would switch off, keep and add, and we leave the campaigns that bring enquiries untouched until new ones show they work better.
No. The number of enquiries depends on your offer and your site as much as on the ads, and Google decides the ad's position afresh on every search. What we can promise is tracking of every enquiry and a report every month, so you always see which campaign brings enquiries and at what cost.
One system
Other services
The full marketing function, handled as one system, not a menu of disconnected services.
