Variety No.4 of 7 · Paid Advertising
Advertising you can explain to your board.
Google, Meta and LinkedIn campaigns planned, run and reported as one program, with the landing pages and tracking to prove what the spend produced.
When this is the right call
Sound familiar?
The things people say in the first conversation, more or less word for word.
Paid feels like a slot machine
Cost per lead bounces, campaigns work until they don’t, and nobody can see the machine.
Clicks are up, inquiries are not
Traffic arrives and leaves. The problem is often the landing page or the audience, not the bid.
Three platforms, three reports, no story
Google, Meta and LinkedIn run by different people with different goals.
You need to reach a region, not a postal code
Tourism, recruitment or expansion campaigns where the audience lives in Toronto, Halifax or Montreal, not next door.
What we deliver
What’s in the box.
Scoped to your situation, but the core is consistent. You know exactly what you are buying before the work begins.
Campaign architecture
Audiences, offers, creative and budget allocation designed across platforms rather than per platform.
Google Ads
Search, Performance Max and remarketing, consolidated into accounts that are actually manageable.
Meta and LinkedIn
Creative testing, audience engineering and message sequencing for awareness and lead generation.
Landing pages and conversion paths
The page the ad lands on is part of the campaign. We design and test it as such.
Tracking and attribution
Pixels, conversion events and reporting tied to inquiries, bookings and sales, not just link clicks.
A monthly rhythm
Weekly tactical review, monthly strategic review and quarterly planning. You see the work, the evidence and the next move.
How the engagement works
Understand. Align.
Sequence. Deliver.
- 1
Understand
Account audit, measurement setup and funnel mapping, so we know what is leaking before we spend.
- 2
Align
Agreed definitions of a lead, a target cost and the channels worth testing.
- 3
Sequence
Build the measurement, then the campaigns, then scale what the numbers justify.
- 4
Deliver
Ongoing optimization with documented decisions and plain-English reporting.
Relevant work
Where we’ve done this.
“Brand Butter was key in helping our business professionalize our approach to digital advertising. Their process helped us understand how to use our advertising dollars more effectively and measure results.”
Tourism & economic development
Destination Nackawic
A platform, analytics framework and paid promotion system built to represent an entire region. 405K people reached from Toronto to Vancouver, 39K sessions, and a town that now knows exactly who is looking.
Read the case study
Trades
Altitude Roofing
Brand identity, first-ever website and Meta ads from a standing start. 472K impressions in year one, and already surfacing in ChatGPT and Perplexity.
Read the case study
Legal & HR
Resonance HR Law
Website, content engine, LinkedIn and Google Ads, webinars and a founder brand for Trish Perry, built in sequence so each phase earned the next.
Read the case studyQuestions
The answers people usually want.
Is there a minimum budget?
Not a blanket one. Media budgets are scoped to the goal and the market. We will tell you plainly if the budget cannot reach the outcome you want, and what would.
Do you run a single platform?
Yes, though we will say so if we believe the problem lives in another channel or on the landing page.
How quickly will we see results?
Paid campaigns can move within weeks once tracking is in place. The first month is usually measurement and testing; the second is where decisions start to pay.
Do you replace our in-house marketer?
Either arrangement works. Some clients have us run the whole function; others plug us in alongside an in-house manager who owns the day to day.
Let’s talk
Talk to us about advertising.
Describe the situation in a few lines and we’ll reply with a frank read on what to do first. Or skip the form and book thirty minutes. No deck, no pressure.
What happens next. A senior strategist reads every inquiry and replies personally, usually within two business days. The first conversation covers your situation, what you’ve tried, and whether we’re the right fit. If we aren’t, we’ll say so and point you somewhere better.