Campaigns

Paid campaigns that can be traced past the click

A campaign that produces clicks is not the same as a campaign that produces customers. We build the measurement first, then run the spend against it — across Google and Meta.

Run Your Business Audit Talk to a strategist

Who leads this

Fadi Sader

Marketing, Growth and Performance Strategy

Fadi brings a systems-led approach to marketing, connecting campaign strategy, performance data, automation and continuous feedback so marketing can improve while it runs. He is Head of Growth and Performance Marketing at Fusion5.

Campaign strategy, performance media and continuous testing on this service are led by Fadi. Budget decisions here are expected to change as the campaign data comes back, rather than being fixed at launch.

Marketing and growth strategy
Performance media
Campaign architecture
Data-driven optimisation
Marketing automation
AI-enabled marketing
Continuous testing and real-time feedback loops
Revenue and performance measurement

Positioning published here is limited to what an external source supports. Read the source

Platforms

Two platforms, one measurement standard

Google and Meta are managed as one programme rather than two suppliers, because the customer does not experience them separately.

Google

Search, Performance Max and remarketing. Account structure, keyword and negative-keyword strategy, ad copy, extensions, bidding logic and weekly optimisation — with conversion actions verified before spend is judged.

What we find in ad accounts, and what it costs

What the audit may find

Conversions are counted, but the same enquiry is counted more than once — or not at all.

Business consequence

Cost per lead is wrong in both directions. Bidding algorithms optimise towards a signal that does not correspond to a real customer.

The signalIQ solution

We fix the tracking first, verify each conversion action fires once per real event, and only then let a budget be judged against it.

What the audit may find

The ad account is inside an agency's business manager rather than your own.

Business consequence

Campaign history, audiences and pixel data can walk out of the door with a supplier relationship, and you cannot audit your own spend.

The signalIQ solution

Ownership recovery: your business manager and ad accounts, with us added as a user. History and audiences stay with you.

What the audit may find

Every campaign points at the homepage rather than at a page built for the offer.

Business consequence

The promise in the ad is not on the page people land on, and the campaign cannot be measured separately from general site traffic.

The signalIQ solution

Campaign landing pages with their own conversion events, so each campaign can be judged on its own numbers.

What the audit may find

Creative is changed constantly, with no record of what was tested or what won.

Business consequence

Learning does not accumulate. The same ideas are re-tried every few months because nobody wrote down that they failed.

The signalIQ solution

A creative testing plan with a hypothesis, a fixed run length and a written result for every test.

What becomes measurable

Spend, joined to the outcome it produced

This is the chain a campaign has to complete before anyone can say what it was worth.

A chain from campaign through ad, landing page, enquiry, CRM record and sale to a revenue report, with each stage naming what it records, and a loop feeding the revenue report back into the next campaign.

Read the campaign-to-revenue chain as text

Campaign — recorded: source, medium, campaign name.
Ad / post — recorded: creative and audience.
Landing page — recorded: page, session, referrer.
Enquiry — recorded: form event, timestamp.
CRM record — recorded: owner, stage, response time.
Sale — recorded: value and close date.
Revenue report — recorded: revenue by campaign.
The revenue report feeds back into the campaign, so budget and creative move towards what produced revenue.

No figures are shown here on purpose. The values in this chain are your own and only appear once your accounts and systems are connected.

Cost per enquiry and cost per qualified enquiry, per campaign — not just per account.
Which campaign, ad and creative produced each enquiry currently sitting in the CRM.
Revenue attributed back to campaign, once the CRM and reporting chain is connected.
A written record of every test and every budget change, so results can be explained rather than guessed at.

What we implement

The parts of an account we actually build

Account structure

Campaigns, ad sets and ad groups organised around how you actually sell, not around whoever set it up first.

Conversion actions

Defined, verified, deduplicated, and matched to the CRM stages they are meant to represent.

Audience and exclusion logic

Who is targeted, who is deliberately excluded, and why — written down and reviewed.

Budget logic

How much goes where, what triggers a change, and what evidence is needed before spend scales.

Creative testing plan

Produced with our content partner, run at a volume that makes results meaningful.

Optimisation cadence

A regular review with a written record of what changed, why, and what happened next.

Engagement options

How involved you want us to be

The same capability, offered six ways. You are not required to buy the whole thing to get any of it.

Strategy only

Campaign strategy and media plan only — messages, audiences, budget split. Your team or your agency runs it.

Audit or review only

A structured account review: structure, tracking integrity, wasted spend and ownership. You keep the findings whether or not you engage us.

Setup only

We build the account, conversion actions and first campaigns correctly, then hand over the keys and the documentation.

Implementation project

A defined campaign launch — landing pages, tracking, creative and build — with an agreed end point.

Ongoing management

Month-to-month management: optimisation, creative testing, budget decisions and written reporting.

Full-service partnership

Campaigns run inside the whole system, with strategy, content, website and CRM handled together.

What this doesn't include

Being specific about the boundary is cheaper for both of us than discovering it mid-engagement.

Ad spend itself. Media budget is paid by you, directly to the platform, and is never bundled into our fee.
Guaranteed cost per lead, ranking, reach or revenue. Auction platforms are not ours to promise.
Filming and photography production. Creative is produced with our content partner and is scoped separately.
Management of an account we cannot verify tracking on. If measurement is broken, that gets fixed first or we do not take the work.

Where this connects

See what your ad spend is actually producing

The audit checks conversion tracking, account ownership and the path from click to recorded enquiry, and reports what it can and cannot verify.

Run Your Business Audit Talk to a strategist

Paid campaigns that can be traced past the click

Fadi Sader

Two platforms, one measurement standard

Google

Meta

What we find in ad accounts, and what it costs

Spend, joined to the outcome it produced

The parts of an account we actually build

Account structure

Conversion actions

Audience and exclusion logic

Budget logic

Creative testing plan

Optimisation cadence

How involved you want us to be

Strategy only

Audit or review only

Setup only

Implementation project

Ongoing management

Full-service partnership

What this doesn't include

A campaign is only as good as what sits behind it

Analytics and attribution

Content

Websites

See what your ad spend is actually producing