XenGrowth · https://www.xengrowth.com/services/paid-media-ads-automation
Spend you cannot trace
Sometimes the ad platform reports a pile of conversions while the CRM lists a handful of sales. Both numbers can be honest, and neither says where next month's budget belongs. As a paid media agency, we run Google, Meta and LinkedIn ads and automate the work after the click: each lead is tied to its campaign, sent to a named person and, where the data allows, counted against the sale it becomes. Pacing and reports run on a schedule between our reviews.
The short answer
A paid media agency should run the ads on Google, Meta and LinkedIn, and the work after the click. For a service business that means checking that each conversion fires once, tying every lead to its campaign, routing it to a named person, sending closed sales back to Google and Meta, and watching pace and lead quality between reviews. Strategy and creative stay with people, and no agency can honestly promise a cost per lead.
What we actually do
First we check that every conversion event fires once, carries consent and reaches the CRM with its campaign attached. Closed sales and qualified stages then go back to the ad platforms as offline conversions, so bidding learns from customers instead of form fills. Campaigns test one thing at a time: offer, audience, creative or page. New leads are routed to an owner as they arrive. For Meta accounts we can read pacing from the live account once we have checked API and data limits (the Meta ads page lists what that view shows), and a scheduled report puts cost per qualified lead beside cost per sale. Offer and creative calls stay with people.
What you get
Platform conversions mapped to CRM stages
Budget moved by cost per sale, not cost per click
Alerts when spend or lead quality drifts between reviews
A scheduled report built from ad, CRM and billing data where available, not a spreadsheet
How the first weeks run
Timing moves with your systems and how fast we get access. The order rarely does.
First week. Agree what a qualified lead and a customer are worth, and the cost you can pay for each.
Weeks one to three. Audit events, consent and CRM matching, then send closed sales back to the ad platforms.
Weeks three to six. One variable per test, each with a stated winner rule, and every new lead routed to a named owner.
From week six. Pacing rules and alerts cover the days between reviews, and a scheduled report sets spend beside CRM and billing results where the data allows.
Where we stop
Saying no early is cheaper for both of us than explaining it later.
Field notes
These notes cover the trade-offs behind this work. Use them to test your own brief, or to decide that a different first move makes more sense.
Attributed ROAS assigns credit; it does not show what would have happened without the ads. Design a feasible holdout, respect conversion lag, and leave inconclusive results inconclusive.
A Google Ads audit checklist covering conversion tracking, structure, search terms, bidding, ads and landing pages, so you can find wasted spend and fix it in order.
How much Google Ads cost depends on auctions, not a price list. What sets cost per click, how to size a budget from your numbers, and typical agency fee models.
Straight answers
Where the honest answer depends on your setup, we say so.
Facebook and Instagram ads
Meta leads tracked to the ad, delivered to the CRM as they arrive, with closed sales sent back so Meta learns from customers.
See the serviceDashboards and reporting
Marketing, sales and KPI dashboards read from one set of definitions, with the gaps between platforms labeled.
See the servicePages, forms and handoffs
Pages and forms rebuilt so more visits become qualified leads, with each submission sent to your CRM with its source.
See the serviceKeep going
Most leaks cross two channels. Look at the wider practice, read how a similar build went, or send us the one you have.
The wider practice
Know what the campaign taught you, who responded and what happened after the click.
02An anonymized build
Posting, ad building and budget pacing ran on separate tools, and nobody could put an ad dollar next to a tax or salary line. We built a social and ads platform with a pacer, campaign builder, Meta ads generator, analytics and an AI post writer, then added a finance module.
03Field notes
Practical notes on the decisions and edge cases behind this kind of work.
Printed from XenGrowth. The current version of this page is at https://www.xengrowth.com/services/paid-media-ads-automation