01 / DIGITAL MARKETING
What does digital advertising cover?
Advertising differs from organic visibility in that you pay for the placement and see an effect as soon as the campaign starts. That makes it faster, but also something that needs watching continuously.
Google Ads
Ads shown when someone searches for what you offer. The intent is clear here: the person is already looking, and the ad competes for that moment.
Meta Ads – Facebook and Instagram
Ads shown in the feed based on interests, behaviour and location. Here the person isn't actively searching, so the message has to earn attention on its own.
Audience and geography
Who should see the ad, where they are and when it runs. For many businesses this is the most important setting, because the wrong audience makes everything else pointless.
Creative and message
The copy, the image and the offer the ad is built on. Several versions can run in parallel to see what works best.
Setup and tracking
Accounts, campaign structure and measurement are connected so you can see what happens after the click, not just how many clicked.
Optimisation and reporting
Campaigns are adjusted according to how they perform, and you get a walkthrough of what was done and what the numbers show.
02 / HOW THE WORK RUNS
How the work runs
Goal and audience
We go through what the campaign should lead to and who it should reach.
Setup
Accounts, campaign structure, audiences and measurement are configured.
Launch and monitoring
The campaign starts and is tracked against the measures you agreed on.
Adjustment
Message, audiences and budget are adjusted based on what the results show.
03 / ADS OR SEO?
Advertising compared with organic visibility
Advertising and search engine optimisation solve different problems. Ads give visibility immediately but stop when the budget runs out. Organic visibility builds more slowly but stays.
For many smaller businesses the combination makes sense: ads when something needs to happen quickly, and long-term work on the website alongside. What suits depends on how urgent it is and how competitive the sector is.
04 / QUESTIONS AND ANSWERS
Common questions about advertising
What does advertising cost?
The cost is the ad budget, paid to Google or Meta, plus the work of setting up and following up. You decide the budget, and it can be changed as you go.
How quickly do results show?
Ads start appearing as soon as the campaign is approved. Judging what works, though, takes enough data to have accumulated.
Google Ads or Meta Ads?
Google suits people actively searching for a service. Meta suits products or offers that are visual or need to spark interest. Which is right depends on what you offer.
Do I need a good website to advertise?
It helps. The ad pays for the visit, but the landing page decides whether that visit leads anywhere.
Can you guarantee a certain number of customers?
No. We can set up, measure and adjust campaigns, but the outcome also depends on the market, the competition and the offer.