Paid media diagnostic
Where spend is leaking, which levers will move next quarter, and the order of operations.
Consulting engagement
Paid search & demand generation - capture intent today, build pipeline for tomorrow.
Npexpos rebuilds Google, Microsoft and video/display programmes around incrementality, creative throughput and server-side signal quality - so every pound spent is defensible to finance.
Why Npexpos for paid search & demand gen?
In 2026, paid media is largely auto-bid. The leverage is no longer in keyword tweaks - it is in inputs: creative, audiences, signal quality and landing experience. We work where the real levers are.
Incrementality over last-click
Geo, holdout and matched-market tests make spend decisions defensible - not just the ones that flatter the channel.
Server-side signal quality
Conversion APIs, value-based bidding, consent-aware tagging - so auto-bid models have the inputs they need after privacy changes.
Creative as a lever
Ad variant libraries, message testing and landing page coherence - because auto-bid only works if what it bids on is worth clicking.
Funnel-aware demand gen
We split capture (search, shopping, retargeting) from creation (video, display, LinkedIn ABM) - measured with the right yardstick for each.
Outcomes Npexpos clients measure
Illustrative figures for this engagement shape - replace with your verified metrics post-deployment.
20-45%
Reduction in blended CAC after signal, creative and allocation overhaul
2x
Qualified demand captured with no net budget increase
8
Phases, each with owners, exit criteria and decision logs
The paid search & demand gen engagement - in 8 phases
Rigorous phases, owned by real people with exit criteria.
Diagnostic & baseline
Spend allocation, auction dynamics, SQI, signal coverage, creative inventory and landing performance - benchmarked against category norms.
Account architecture & bid strategy
Campaign taxonomy, keyword match logic, negatives, Performance Max boundaries and value-based bidding - rebuilt for auto-bid era.
Signal & measurement upgrade
Conversion APIs, enhanced conversions, offline conversion imports and consent-aware tagging - implemented with engineering.
Creative & ad testing system
Ad variant library, message testing framework and responsive search ad governance so creative becomes a measurable lever.
Display & video demand creation
Where display and video belong, how to test them against attention and lift - not just CTR - and when to scale.
Landing & funnel coherence
Landing page structure, message match, forms and journey steps aligned to the ad promise - because ad performance ends where the page begins.
Incrementality & attribution
Geo tests, holdouts, MMM triangulation and a reporting cadence that cuts through platform self-attribution.
Enablement & handover
Playbook, dashboards and working sessions so in-house or agency teams can operate the programme with confidence.
What you receive
Signal & measurement spec
Tagging plan, CAPI/Enhanced Conversions spec and consent architecture - engineering-ready.
Paid media dashboard
Platform + incrementality + MMM signals in one view - definition of done for each decision.
Creative & landing playbook
Brief templates, hook libraries, landing standards and the review rituals that keep them alive.
Frequently asked questions
Do you touch our ad accounts or advise from above?
Both models exist. Most engagements run as advisory, with your team or agency owning the click. Hands-on sprints are available when that is the faster path.
Do you handle Performance Max and Demand Gen correctly?
Yes - we define the boundaries, brand exclusions, asset groups, value feeds and incrementality testing so auto-bid campaigns remain accountable.
How do you measure incrementality without disrupting campaigns?
Geo tests, holdouts and platform-native lift studies - designed so the testing cost is a small fraction of the insight delivered.
Can you cover B2B and considered purchase funnels?
Yes - with LinkedIn ABM, long-window attribution and offline conversion imports tied to CRM stages.
How long is a typical engagement?
Diagnostics: 3-4 weeks. Rebuild sprints: 8-12 weeks. Retained advisory: 6-12 months with clear exit criteria.
Do you work with our existing paid agency?
Yes. We sit above the channel layer and set the yardstick the agency executes against.
View the paid search & PPC package to access:
- Full paid search & PPC brochure
- Account rebuild phases & deliverables
- Budget & incrementality guidance
There are 8 capabilities covered in our paid search engagement
Our paid search engagement rebuilds account architecture, bidding, creative and measurement as one system - so Performance Max, Shopping and Search campaigns all answer to the same incremental margin target rather than Google's default objective.
Account Structure Rebuild
Capability overview
We redesign campaign taxonomy around margin cohorts, search intent and match-type discipline - replacing legacy account sprawl with a structure that is forecastable, diagnosable and machine-friendly.
Key outcomes
- Campaign taxonomy design
- Margin-cohort segmentation
- Match-type architecture
- Naming & tagging conventions
- Shared budget model
- Historical hygiene & pruning
Bidding Strategy & Governance
Capability overview
We choose and govern the right Smart Bidding strategy for each cohort - with target ROAS/tCPA corridors, bid caps, and guardrails that stop the auction from running away from commercial reality.
Key outcomes
- tROAS / tCPA corridors
- Portfolio vs. standard choice
- Bid governance playbook
- Seasonality adjustments
- Data-driven conversion values
- Guardrail & alert rules
Keyword & Match-type Strategy
Capability overview
We build a keyword plan that mixes branded protection, commercial intent and category defence - with a match-type strategy that survives Google's query-expansion changes.
Key outcomes
- Commercial keyword map
- Brand defence structure
- Negative keyword tree
- SQR governance cadence
- Match-type decision rules
- Competitor conquesting policy
Ad Copy & Creative Testing
Capability overview
We design the Responsive Search Ads, asset pinning, and creative-test protocol that turns ad strength into margin - not just quality score theatre.
Key outcomes
- RSA asset framework
- Pinning strategy
- Creative test calendar
- Winner-rollover protocol
- Promotion & sitelink rules
- Display & video creative brief
Landing Page Mapping
Capability overview
We align each campaign and ad group to a single canonical landing page - and instrument the funnel so conversion rate, not bid, becomes the fastest lever to pull.
Key outcomes
- LP-to-ad-group mapping
- Message-match audit
- LP instrumentation
- Page-speed diagnostics
- Form & CTA optimisation
- A/B test backlog
Measurement & Incrementality
Capability overview
We build the measurement stack - offline conversion imports, enhanced conversions, GA4 events, geo lifts - so the account learns on margin, not last-click conversions.
Key outcomes
- Enhanced conversions
- Offline conversion imports
- Geo incrementality tests
- Holdout design
- Attribution model choice
- MMM reconciliation
Budget Pacing & Forecasting
Capability overview
We design budget pacing, seasonality reserves and investment envelopes that protect growth without overshooting marginal cost of acquisition.
Key outcomes
- Weekly pacing model
- Seasonality reserve
- CAC-to-LTV forecast
- Diminishing returns curve
- Scenario planner
- Finance sign-off pack
Performance Max Controls
Capability overview
We tame Performance Max - asset groups by theme, brand exclusions, audience signals, product feed segmentation - so PMax amplifies your strategy rather than cannibalising it.
Key outcomes
- Asset group architecture
- Brand exclusions setup
- Audience signal design
- Feed segmentation
- Search-term insight audit
- Experiment & PMax test plan
Take the full paid media brief with you
Download the paid search brochure - engagement phases, deliverables and governance - plus the display & video advertising companion.