Start with the business goal and the journey after the click
Advertising needs a clear goal, such as relevant enquiries or purchases. SOVRA Digital reviews the offer, audience, market and available evidence. An ad click and a completed sale are different outcomes.
Visitors also need to land on a page that matches the message. If the offer or enquiry journey is unclear, that problem needs to be included in the planning.
Initial analysis and setup
The starting scope depends on the current situation: an existing account needs a different assessment from a completely new advertising programme. The quotation specifies what will be analysed and set up, and which access permissions and materials you need to provide.
- Goals and the market the engagement will cover.
- The account’s current state and agreed advertising activities.
- Messaging, landing pages and available creative assets.
- Which conversions will be tracked and how measurement will be checked.
- Responsibility for approvals and subsequent changes.
This list supports scoping. It does not mean every campaign type, market or integration is included in every engagement.
Monthly management within an agreed scope
Ongoing work follows the agreed goals, campaigns and budget limits. SOVRA Digital reviews available results, prioritises changes and documents what has been done. Reporting needs to distinguish ad impressions and clicks from recorded and qualified enquiries.
The account should not be judged solely by the cheapest possible clicks. Reporting needs to show whether the advertising meets the right need and leads to a relevant action.
Measurement and landing pages need to work together
SOVRA Digital defines what will count as a conversion and the technical conditions required to record it. Events, consent choices and any connections to other systems need to be checked before results are used to inform decisions.
New landing pages, creative assets and specific tracking integrations are specified in the quotation. For barriers in an existing enquiry journey, conversion rate optimisation may be relevant. The web development page describes larger website projects.
The service fee and advertising budget are separate costs
Initial analysis and setup, as well as monthly management, are quoted according to scope. The advertising budget paid to Google is additional. The quotation states the service fee and budget limit separately.
Describe your goals and circumstances for Google Ads to receive a quotation with a defined scope.
Coordinate advertising with SEO where they address a shared need
SEO and Google Ads can reach the same customer at different questions and moments. Each needs its own goals, budgets and reporting. Google Ads is not automatically included in an SEO or website engagement.
The SEO and AI search page describes work on organic visibility.
Describe what the advertising should achieve
Tell SOVRA Digital about the business, website, market and any existing advertising. This provides a basis for discussing what needs to be investigated and which arrangement suits the need.
Direct contact with the founder · Senior SEO strategist
Free to start · no commitment before an agreement · reply within one working day.