Paid media services to increase reach

What’s included

Everything included in our paid media services

Our paid media services include all types of paid media from Google and Bing ads, to Facebook, Instagram and more. We can help manage your paid media accounts, helping you experiment, adjust and get the most from your online advertising.

• Industry landscape research - Researching the paid media behaviours in your industry and offering projections of required ad spend across your chosen platforms.

• Audience forecasting - Researching audience purchase behaviours, search terms and intent to bid on the most profitable keywords, interests or build high-performance custom audiences.

• Tracking & Conversions - Setting up, testing and adjusting conversion and tracking codes to ensure every penny of ad spend can be accounted for.

• Granular management - Week by week check-ins with ad accounts allowing for maximum flexibility and reactivity to both audience and business changes.

• Detail reporting - Expert commentary and data-led analysis and reporting, which is used to strategise paid media approaches, budgets and bidding month-to-month.

How we work

Our paid media process

• Goals & research - We agree what success looks like for you, then ensure conversion tracking is set up and keyword research matches business goals and audience behaviours.

• Account setup or audit - If no ad account exists we’ll manage getting this set up from day one. If an ad account is already running, we’ll conduct a detailed account audit to identify areas of improvement and changes needed.

• Ad strategy & campaigns - We provide a detailed campaign plan outlining targeting, budgets, ad creative and adjustments for sign-off before going live.

• Measure & report - Every month we provide a detailed report of campaign performance, any changes and adjustments made and how we plan to improve, maintain or experiment to improve peformance.

Complementary services

Supporting your paid media strategy

• SEO & Content - For paid media channels such as Google Ads, SEO is a natural accompaniment, as organic performance can directly impact Google PPC.

• Organic Social Media - Paid media is great for reaching audiences outside of your current sphere of influence, but organic content is what keeps them coming back.

• Digital PR & Influencers - Digital PR and influencer campaigns help to further increase brand awareness and can support retargeting advertising and building custom audiences to be used in PPC or paid social campaigns.

Why FireCask

Taking the stress out of paid media management

FireCask has worked to build, grow and sustain some of the UK’s fastest growing brands through paid media campaigns. Some of our past clients include Represent clothing and the UK’s oldest BMX shop, Alan’s BMX.

Our team of paid media experts are Google and Meta ads qualified and everything we do is entirely data-led. We always make sure we’re completely transparent with our clients about required ad spend budgets and will never ask you to spend more than you need to.

We know that paid media works best when it is led by the data and we ensure budgets work around proven account performance.

Previous work

The UK’s oldest BMX shop, ecommerce

Alan’s BMX

Alan’s BMX came to us to help them increase ROI from their PPC campaigns. Together, we made the switch from Google Shopping ads to new Performance Max ads, as well as setting up effective search campaigns, promoting their full range of products.

• 1,935%increase in PPC return on ad spend
• 23%increase in online sales
• 37.30%conversion rate, against a 3.4% national average for ecommerce

British streetwear brand, ecommerce

Represent Clothing

When Represent Clothing reached out to FireCask, they needed help with their ecommerce PPC management to increase clicks on their products and improve sales. We were tasked with improving their ROI on their paid media, which meant taking a look at how their current campaign was running and strategising so we could improve it.

• 138%increase in clicks
• 469%increase in online sales
• 356%increase in revenue for the business overall

Read the Represent case study →

• £0.39average cost per click, from 5,200 clicks
• 15%more Q1 enrolments than the year before
• 32%more Q3 enrolments than the year before

Source: FireCask client reporting.

Paid media services

How to work with us

Our paid media services are built to work around you and your business needs and goals. Any PPC advertising, including both paid social and Google/Bing advertising, work best when running continuously, but we are also able to work on one off campaigns to help boost visibility and support seasonal or event goals.

• Monthly retainer - A dedicated team managing, adjusting and experimenting to always improve performance.

• One-off hero campaign - A single, one-off advertising campaign to help increase visibility for a specific campaign, seasonal boost or launch event.

The paid media channels we work across

• Google Advertising (PPC)

• Bing Advertising (PPC)

• Meta Advertising (Instagram and Facebook)

• LinkdedIn Advertising

• TikTok Advertising

• Influencer Paid Sponsorships

FAQ

Common questions about paid media

What are paid media services?

Paid media services refer to the setup and management of any paid online advertising channels. Unlike SEO, digital PR or organic social media, paid media requires payment to push ads out to audiences that may never have been introduced to your brand.

Is PPC better than SEO?

PPC and SEO are their own entities and neither is better than the other. To ensure the best performance possible, it is strongly advised to run PPC campaigns alongside a detailed SEO strategy. As Google Ads takes website performance, landing page copy and content relevancy into account when deciding how much advertisers pay and how often their ads are seen, it’s important to take a two pronged approach to ensure limited budget waste.

What channels fall under paid media?

Paid media refers to any type of media that needs to be bought, this includes:

• Google Ads

• Bing Ads

• Facebook Ads

• Instagram Ads

• LinkedIn Ads

• TikTok Ads

• Amazon Ads

• Influencer Sponsorsips

• Paid Guest Blogs

• Display Advertising

What are Meta ads?

Meta Ads refer to any channel that falls under the company Meta’s catalogue of platforms. The most widely used are Facebook and Instagram ads, however WhatsApp also falls under the Meta company umbrella and can also be used for ads.

What is pay per click advertising (PPC)?

Pay Per Click advertising, also known as PPC, refers to advertising that charges advertisers based on the number of clicks on an ad. The most well-known PPC channels are Google Ads and Bing Ads, although Meta ads can also be seen as PPC depending on the campaign objectives selected during setup.