Paid traffic that pays for itself.
I spent time as a Meta Digital Advertising Consultant for Sub-Saharan Africa. I run campaigns the same way here: tight targeting, creative that survives the scroll, and a landing page that does not waste the click.
What is included
- Meta and Google campaign strategy, build, and management
- Audience and creative testing on a set schedule
- Landing pages built for the campaign, not repurposed
- Pixel, conversions API, and tracking set up correctly
- Budget pacing in naira with spend reviewed weekly
- Reporting on cost per enquiry, not impressions
How it runs
- 01
Offer
What we are selling, to whom, at what price. Ads cannot fix a weak offer.
- 02
Setup
Tracking, audiences, and creative built before a naira is spent.
- 03
Test
Small budgets across variants until something wins clearly.
- 04
Scale
Spend moves to what works, reviewed weekly with you.
What paid media can and cannot fix
Ads buy attention. They do not fix an offer nobody wants, a price the market will not pay, or a landing page that asks for a form fill before it has given a reason. Spending on a weak offer only finds out faster, and more expensively.
When the offer holds, structure decides the cost. Tight audiences rather than everyone in Nigeria. Creative made for the feed instead of cut down from a brochure. A landing page built for the campaign rather than the homepage, which was written for a different visitor entirely.
Measurement comes before spend. Pixel and conversions API installed and tested, events that match what a real enquiry looks like in your business, and budgets paced in naira so a test does not quietly turn into a month of spend.
Reporting is on cost per enquiry. Impressions and reach are what gets shown when the enquiries are not there.
The choice
Meta or Google, and when each one fits
They are not interchangeable and they are not rivals. One interrupts somebody who was not looking for you; the other meets somebody who already typed what they want. Which fits depends on whether demand for what you sell already exists.
| What is being compared | Meta ads | Google search ads |
|---|---|---|
| What it does | Puts you in front of people who were not looking, chosen by who they are and what they do. | Puts you in front of people who typed what you sell. |
| Demand | Creates it. Suits a product people did not know existed. | Captures it. Suits a service people already search for by name. |
| What decides cost | The creative, mostly. A better video moves the number more than any setting. | Competition on the keyword, and how relevant the landing page is to it. |
| What it needs from you | Images and video made for a feed, refreshed as they tire. | A page that answers the exact query, and room in the budget for the terms that convert. |
| Speed of signal | Fast. A creative that is not working is usually obvious within days. | Slower on low volume terms, because there are fewer searches to learn from. |
| Common mistake | Cutting a brochure down into a square and calling it an ad. | Sending every keyword to the home page. |
Meta ads
- What it does
- Puts you in front of people who were not looking, chosen by who they are and what they do.
- Demand
- Creates it. Suits a product people did not know existed.
- What decides cost
- The creative, mostly. A better video moves the number more than any setting.
- What it needs from you
- Images and video made for a feed, refreshed as they tire.
- Speed of signal
- Fast. A creative that is not working is usually obvious within days.
- Common mistake
- Cutting a brochure down into a square and calling it an ad.
Google search ads
- What it does
- Puts you in front of people who typed what you sell.
- Demand
- Captures it. Suits a service people already search for by name.
- What decides cost
- Competition on the keyword, and how relevant the landing page is to it.
- What it needs from you
- A page that answers the exact query, and room in the budget for the terms that convert.
- Speed of signal
- Slower on low volume terms, because there are fewer searches to learn from.
- Common mistake
- Sending every keyword to the home page.
Before any spend
What has to exist before a campaign runs
Every item here exists to stop money being spent on traffic that cannot be measured or converted. A campaign launched without them is not a test, it is a donation.
- An offer that is clear enough to say in one sentence
- A landing page built for the campaign, not the home page
- The pixel or tag installed, fired and verified on a real device
- A conversion event that matches a genuine enquiry in your business
- Enquiries landing somewhere a person checks, with someone to answer them
- A figure you are willing to pay for one enquiry, agreed before launch
- Creative made at the size and shape of the feed it will run in
- A budget paced in naira, with a date the test is reviewed
Vocabulary
The numbers that actually matter
A report can be filled with figures that say nothing about whether the money worked. These are the ones worth asking about.
- Cost per enquiry
- What one genuine lead cost. The number the whole thing is judged on, and the one most often missing from a report.
- Click through rate
- How many people who saw the ad clicked it. A diagnostic for the creative, not a measure of success on its own.
- Conversion rate
- How many of those clicks became an enquiry. When this is low the problem is usually the page, not the ad.
- Frequency
- How many times the same person has seen the ad. Past a point it stops persuading and starts annoying, and the cost goes up.
- Impressions and reach
- How many times it was shown, and to how many people. Useful context, and what tends to get presented when the enquiries are not there.
- Attribution window
- How long after seeing an ad a sale still counts as caused by it. Change the window and the same campaign can look like a success or a failure.
Common questions
All questionsWhat ad budget should I start with?
Enough to get useful data in a couple of weeks rather than a trickle over two months. The number depends on your market and what one customer is worth to you, and we agree it before anything runs.
Is the ad spend included in your fee?
No. Spend goes to Meta or Google from your own account and stays visible to you. My fee covers strategy, campaign build, creative direction and management.
Who owns the ad account and the data?
You do. I work inside your business manager, so the pixel, the audiences and the history stay with you.
Can you run ads to my existing website?
Yes, though I will usually push for a landing page built for the campaign. Sending paid clicks to a general homepage is the most common way a budget gets wasted.
No obligation
Tell me what you need.
Four questions, and you pick how I come back to you. If what you need is not something I should be doing, I will tell you that instead of quoting for it.
- A reply the same working day
- Prices are published, so nothing is quoted higher because of who asked
- No contract and nothing to pay to get a quote
- What gets built is yours to own and take anywhere