Account structure
Campaigns, ad groups and match types organized so budget can move without rebuilding anything.
Case file 02 · SEM and paid media
Buy the demand organic cannot reach in time.
Search, social, and the tracking under both.
Open a case on WhatsAppThe short version
Paid media
Paid media is the fastest way to find out whether a message works, and the fastest way to spend a year proving it does not. The difference is almost entirely in what gets measured before the first campaign goes live.
At Beatus Spa, paid campaigns ran at a lower cost than before while bringing in more customers, largely because the terms the site already ranked for were removed from the buy.
LowerCost per customer
Search + socialWhere it runs
ConversionsWhat it is judged on
WeeklyReview rhythm
What the engagement covers
Scope agreed in writing before anything starts.
Conversion tracking
Set up and verified before spend starts. An untracked campaign is a donation.
Search campaigns
Google Ads against commercial intent, with the negative keywords that keep budget on buyers.
Paid social
Meta and Instagram for demand that has not reached search yet, matched to the offer that fits it.
Landing page alignment
The page the click lands on, treated as part of the campaign rather than someone else’s problem.
Budget and bid management
Weekly, against cost per customer. Not against impressions.
How it runs
The order is most of the method.
Frame
What a customer is worth and what one can cost. Everything downstream is arithmetic.
Track
Conversions wired and verified end to end before a single lira moves.
Launch
A small structured test across search and social, not one large bet.
Compound
Kill what loses, widen what wins, weekly.
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