Ads managed to profit, not to impressions.
Effective ad management optimises toward closed revenue rather than clicks or form fills. That requires conversion tracking wired back to your CRM, offline conversion imports so the platforms learn which leads actually became customers, and a willingness to turn off spend that looks good in the dashboard.
Most accounts we open are optimising toward the wrong thing. The platform is dutifully buying the cheapest form fills it can find, the agency is reporting a falling cost per lead, and the sales team is quietly drowning in people who were never going to buy.
Fix the signal and the same budget behaves differently. When Google and Meta learn which leads closed and what they were worth, their bidding gets sharply better at finding more of those — and materially worse at finding the cheap ones nobody wanted.
A free ad account audit
Read-only access, one week, and a written teardown of where your spend is going. In most accounts we open, 20–40% of budget is going somewhere it shouldn't — we show you exactly where before you hire anyone.
- Wasted-spend analysis with dollar figures
- Conversion tracking and attribution health check
- Competitor auction and creative review
- A prioritised fix list you can hand to your current agency
The short form above is enough to start. The ad management questionnaire takes about ten minutes and gets you a sharper deliverable, because we are not guessing at the parts you did not tell us.
Why we lead with a deliverable
Interactive and personalised offers convert materially better than a gated PDF or a "book a call" button, and the people who request them are far more likely to become customers. So we give away the first genuinely useful piece of work, and let it argue for us.
If the deliverable is good, you will know inside ten minutes whether we are worth a conversation. If it isn't, you have lost nothing and gained a document you can act on yourself.
Everything in the engagement.
Google Ads and Microsoft Ads
Search, Performance Max, Shopping, Demand Gen and YouTube — structured so you can see what each is doing rather than one blended number that explains nothing.
Meta and LinkedIn
Prospecting and retargeting built around creative volume, because on social the creative is the targeting. LinkedIn where the deal size justifies the CPM, and not otherwise.
Conversion tracking that reflects revenue
Server-side events, call tracking, form attribution and offline conversion imports from your CRM, so the platforms optimise toward closed deals instead of cheap enquiries.
Landing pages included
Ads are only half the transaction. We build and test the pages the traffic lands on, because sending better traffic to a worse page is an expensive way to be right.
Creative and testing cadence
A standing rotation of new angles, hooks and formats. Ad fatigue is the most common cause of a quietly declining account and the easiest to prevent.
Reporting you can act on
One dashboard showing spend, leads, qualified leads, closed revenue and blended CAC. Monthly commentary in English. You keep every account, permanently.
A fixed number, before any work begins.
Every engagement is quoted as a fixed price after your free deliverable, so you approve a number rather than an hourly rate. Retainers run a 90-day runway, then month to month. You own the accounts, the code and the documentation throughout.
Ad Management, answered.
Anything missing? Email hello@forward-framework.com and a strategist replies — not a chatbot.
How is ad management priced?
A flat monthly management fee on smaller accounts, and a percentage of spend once an account is large enough that the flat fee stops making sense. Media budget is always paid by you directly to the platform — we never mark it up or take a rebate. There is no long-term contract after an initial 90-day runway, and you own every ad account, pixel and piece of data throughout.
What does a free ad account audit include?
A written teardown covering wasted spend with dollar figures attached, conversion tracking and attribution health, account structure, keyword and audience quality, creative performance, competitor auction overlap, and a prioritised fix list. You keep the document and are welcome to hand it to your current agency.
How much ad spend do I need to make this worthwhile?
Below roughly $3,000 per month in media, management fees eat too much of the budget to be sensible — we'll usually tell you to spend it on your website or your SEO first. Between $5,000 and $150,000 per month is where structured management makes the clearest difference.
Why is my cost per lead falling but revenue flat?
Almost always because the platform is optimising toward the cheapest form fill it can find, and nobody has told it which leads closed. Importing offline conversions from your CRM changes the objective from volume of enquiries to value of customers, and the account's behaviour changes within a few weeks.
Do I have to sign a long-term contract?
No. We ask for 90 days because that is the honest minimum for tracking to be rebuilt, learning phases to complete and results to be attributable. After that it is month to month, and everything is in your name so leaving takes an afternoon.
Start with the free deliverable.
No call required, no obligation, and genuinely useful whether or not we ever work together.
No obligation · No contracts to start · Your data is never resold