Google & Meta Ads

The threshold is not a fixed number but a logic: the daily budget has to support enough conversions for the platform to learn. A budget buying two clicks a day keeps the campaign in learning forever and produces data that can't be read. Better to run one channel on a sufficient budget than split the same amount across three.

Google captures existing intent: someone searching for your service wants it now. Meta creates demand: it shows to people who weren't searching. If people search for what you sell, Google first; if it's something people don't know they want, Meta. Mixing the two without that distinction is what burns the most budget.

You do, always. The account, the pixel and the audience data are opened in your business's name and we work on them with permission, not the other way round. An agency-owned account means the entire optimisation history — the real asset after a year of spend — stays with them if the relationship ends.

Not in the first week. The platform needs a learning period, and judging early kills campaigns that would have worked. But after the learning period, if cost per result is higher than your margins absorb, you stop rather than optimise — optimising an offer that loses money anyway is the slow route to the same decision.