PILLAR 04
Digital marketing and performance: paid, SEO and server-side measurement
Paid and measurement wired to each other. Meta Ads, Google Ads, TikTok Ads and programmatic, SEM and SEO, and the server-side tracking that makes the numbers trustworthy.
When this pillar makes sense
- The conversions Meta reports don't match your real sales.
- You have one agency for paid and another for SEO, and neither answers for the full result.
- You don't know which campaign brought in your best customers.
- Your site loses conversions to ad blockers and privacy restrictions.
- You have several domains competing against each other in search.
What's included
Paid on Meta, Google and TikTok
Campaign structure, creative and budget per channel, plus programmatic when reach justifies it. Weekly optimisation against real conversions.
SEM and SEO
Paid and organic search worked together, including technical audits and consolidation when several domains compete for the same searches.
CAPI and server-side tracking
Conversions are sent from your server to Meta and GA4, so they don't depend on the customer's browser not blocking the pixel.
Analytics and dashboards
GA4 configured with events that matter, BigQuery to join data, and Looker Studio for a dashboard leadership actually reads.
Creative and budget optimisation
Which creative and channel get more budget is decided on weekly data, not last month's instinct.
How we run this pillar
15-minute diagnostic
We review accounts, measurement and current results, and where conversions or data are being lost.
Scope and number in 48 hours
A monthly retainer with channels, deliverables and a fixed price.
Measurement first
Before moving budget, we fix tracking. Optimising on incomplete data only optimises the error.
Weekly optimisation
Campaign, creative and budget review every week, with a monthly report against objectives.
Tools
- Meta Ads
- Google Ads
- TikTok Ads
- Programmatic
- Meta CAPI
- GA4
- BigQuery
- Looker Studio
- Google Search Console
Who runs it
Erwin Farret
Founder and director
Strategy, performance and AI agentisation
I run the strategy and the client relationship, and personally build the AI process agentisation and LLM-assisted development. Marketing and operations for companies already trading that need senior judgement without opening a full-time role.
LinkedIn
FREQUENTLY ASKED
Questions about this pillar
What is server-side tracking and why does it matter?
It means sending conversion events — a purchase, a lead — from your server directly to Meta or GA4, instead of relying on the pixel in the browser. It matters because ad blockers and privacy restrictions stop the pixel from reporting many conversions, and without that data the platforms optimise blind.
Do you only run Meta Ads, or Google and TikTok too?
All three, plus programmatic. Running them together lets budget follow where each peso or dollar converts, instead of defending each channel separately.
Is SEO included in this pillar?
Yes. SEM and SEO are worked together, including technical audits and multi-domain consolidation. Designing and building the site itself belongs to the e-commerce and web development pillar.
When do results start to show?
Measurement is fixed first, because without it any result is questionable. After that, optimisation is weekly. The scope document fixes what ships in month one and what is reviewed every week.
Related pillars
PILLAR 01
Marketing execution
Senior direction plus the execution that holds it up: the plan, the budget, the media, and the weekly follow-through.
View pillarPILLAR 05
E-commerce & web development
Sites and stores that load fast, read mobile-first, and are instrumented to measure from day one.
View pillarPILLAR 07
Automation, AI agents & CRM
The CRM actually configured, flows that run on their own, and processes agentised with AI — so follow-up doesn't depend on someone remembering.
View pillar
Start with 15 minutes
Bring your accounts and your questions about the numbers. You leave with a concrete next step, whether you hire us or not.