Paid media held to business outcomes

Performance marketing is paid advertising judged by what it returns to the business. Clicks, impressions and follower counts matter only as steps toward revenue.

That means tracking the journey from the first ad someone sees to the order. It also means tying the numbers back to the goals that matter: new customer revenue, margin and customer value.

We tell you plainly when a channel is not earning its budget. Reporting that hides that answer is not worth paying for.

How Hale differs from a typical PPC agency

The usual complaints about agencies are familiar: junior account managers, channels run in silos, and reports that are hard to connect to the P&L. We built Hale to avoid all three.

Senior people stay on the account

The strategists who scope your account are the ones who stay on it. You get senior thinking in planning sessions, not a handoff after the contract is signed.

One plan across every channel

Search, social, creative and landing page work are planned together. Your paid search and paid social budgets should work toward the same targets, not compete for credit.

You own your accounts and data

Your ad accounts, pixels and analytics tools belong to your business. If we ever part ways, everything stays with you.

Audit first, budget against margin

Every engagement starts with a review of what is already running: account structure, conversion tracking, search terms, bidding, ad copy and the pages the ads send people to. Wasted spend often hides in overlapping campaigns, broad targeting or tracking that counts the wrong conversions.

We set budgets against target acquisition cost and contribution margin, not against last year's spend. Forecasts show what more investment should return, so you can decide how fast to scale with real numbers in front of you.

Optimization is never set and forget. We adjust bids, budgets, audiences and ad copy on a regular cycle, and we prove changes with structured tests before they roll out.

Google and Microsoft: capturing demand that already exists

Search is where shoppers go when they already know what they want. We capture that demand at a cost your margins can support.

Search and Shopping

We separate branded, non-branded and competitor terms so each is bid and measured on its own merits. For ecommerce, we structure product feeds and segment products by margin and sell-through.

Performance Max, display and YouTube

These work best with clear goals, audience signals and exclusions. We use them deliberately so they support the rest of the plan instead of quietly harvesting brand traffic you would have won anyway.

Microsoft Advertising

Microsoft Ads reaches a search audience that Google does not, often with less competition. For many brands it adds useful volume with modest effort.

Take the quick check

Creative testing and the right audience

Creative is the biggest lever in paid social. We run a steady pipeline of concepts, hooks and offers, and we show quickly which ones deserve more budget and which should stop.

Platforms are good at finding buyers, but they still need the right inputs. We use your customer data, purchase behaviour and market research to define audiences by intent, lifecycle stage and value. That shapes separate campaigns for prospecting, retargeting and retention.

Measurement and landing pages

Every platform wants credit for the same sale. We cut through that by combining platform data, your analytics, your ecommerce backend and controlled tests. We are honest about attribution limits and use holdout tests to check what the platforms report. The full setup is covered on our analytics and measurement page.

Traffic is only half the equation. We review every key landing page against the ads that feed it, test messaging and offers, and work with your team on page experience. A better landing page makes every campaign more efficient. The website side of this work is on our website development page.

How we work with you

The work moves through three stages. First we learn the business, audit the accounts, fix tracking and agree a channel plan tied to your goals. You leave that stage with a clear strategy and a baseline to measure against.

Next we build or restructure campaigns, set up creative production and testing, and agree launch criteria for budget pacing and data quality.

Then we optimize and scale. Senior Hale leads review progress against targets with you. When the data supports it, we scale. When it does not, we restructure or pull back spend and explain why.

Hale works best with established consumer brands that are spending meaningfully on paid media, are open to testing, and want a senior partner rather than another vendor.