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Paid Media Getting Started
Enterprise · Getting Started Guide
PAID MEDIA
GETTING STARTED
GETTING STARTED
Everything you need to know to launch, measure, and improve your first paid media campaigns on Google and Meta.
How to Get Started — 5 Key Steps
01
DEFINE YOUR GOAL
Before spending a dollar, know exactly what action you want users to take and what that action is worth to your business. Set a target Cost Per Acquisition.
02
SET UP TRACKING
Install conversion tracking for form submissions, phone calls, and purchases before launching. Without this, you cannot optimise or prove ROI.
03
START WITH SEARCH
Google Search ads capture high-intent traffic from people actively searching for your service. Start here before exploring Display or social ads.
04
BUILD A LANDING PAGE
Never send paid traffic to your homepage. Create a dedicated page that matches your ad message and has one clear call to action.
05
SET A REAL BUDGET
Your budget must generate enough clicks to gather data. Plan for 2-3 months of learning before expecting optimised results.
06
REVIEW WEEKLY
Check your Search Terms report, add negative keywords, and review conversion data every week. Paid media is not a set-and-forget channel.
Key Benchmarks to Know
Google Search CTR
3–8%
Target for well-written search ads
Landing Page Conversion
2–5%
For most service business pages
Minimum Viable ROAS
3x
Revenue generated per dollar spent
Target Cost Per Lead
<30%
Of your average sale value
Common Mistakes to Avoid
✗
No conversion tracking — you cannot know which ads are generating leads or optimise towards results.
✗
Sending traffic to the homepage — conversion rates are 60-80% lower than dedicated landing pages.
✗
Too small a budget — under $1,500/month in most industries generates insufficient data to optimise from.
✗
Pausing too early — campaigns need 4-6 weeks of data before you can draw meaningful conclusions.
✗
Ignoring negative keywords — without these your budget is wasted on irrelevant searches.
Pre-Launch Checklist
- Conversion tracking installed and verified (calls + form fills)
- Dedicated landing page created for each campaign
- Google Ads account created with correct billing currency (AUD)
- Keyword research completed with 10-20 target keywords
- Negative keyword list prepared
- Budget set at minimum 10x your target Cost Per Lead per month
- At least 3 responsive search ads written per ad group
- All ad extensions set up (call, sitelink, callout, location)
Keep in Mind
This guide covers the foundations. The full PDF download below goes deeper — including campaign structure, bidding strategies, quality score optimisation, and a complete 90-day launch framework.
READY TO RUN THE NUMBERS?
Use our free Paid Media ROI Calculator to see exactly how much revenue your current activity could generate — and what's possible with optimisation.
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