Paid search and performance marketing, end to end.
Six disciplines that together cover the path from an ad impression to booked revenue. Take one, or let one accountable team run all of them.
Google Ads
Search, Performance Max, Shopping, YouTube and Demand Gen, run against the numbers that matter to your business.
- Search
- Performance Max
- Shopping
- YouTube
- Demand Gen
- Display
We structure Google Ads accounts around how your business actually makes money: product margins, lead quality and customer value, not raw conversion counts. Bidding strategies are fed with the right signals, and every campaign has a clear job.
For advertisers in several European markets, we build country and language structures that keep budgets, feeds and reporting separate where they need to be.
What is included
- Account and campaign architecture
- Keyword research and search term mining
- Negative keyword management
- Smart bidding strategy and targets
- Responsive search ads and asset testing
- Merchant Center and product feed optimisation
- Performance Max asset groups and signals
- YouTube and Demand Gen campaigns
- Multi-country, multi-language builds
- Budget pacing and forecasting
What you receive
- Documented account structure and naming conventions
- A monthly optimisation log of every material change
- Budget and target recommendations tied to your margins
Microsoft Advertising
Incremental search volume that many advertisers leave untouched, when it is managed on its own terms.
- Microsoft Search Network
- Audience Network
- Shopping
- LinkedIn profile targeting
Microsoft Advertising reaches searchers on Bing and its partner network, an audience that skews towards desktop and business users. Importing Google campaigns is a start, not a strategy. We adapt structure, bids and ads to how this audience actually behaves.
What is included
- Google Ads import, then rebuild where it matters
- Search and Shopping campaigns
- Microsoft Audience Network campaigns
- LinkedIn profile targeting, where available
- Universal Event Tracking (UET) setup
- Separate bidding and budget strategy
What you receive
- A channel plan with the incremental volume available
- Consolidated reporting alongside Google Ads
Paid social
Meta, LinkedIn and TikTok, managed as performance channels with a creative-testing system behind them.
- Meta (Facebook & Instagram)
- TikTok
On social platforms, creative does most of the targeting. We run a structured testing cadence of concepts, hooks and formats, and read the results against real conversions rather than platform-reported engagement.
Server-side signals such as the Meta Conversions API keep campaigns optimising reliably as browser tracking becomes less dependable.
What is included
- Account and campaign structure
- Audience strategy and exclusions
- Creative testing framework
- Ad copy and creative briefs
- Meta Conversions API and LinkedIn CAPI
- Lead form and CRM integration
- Retargeting and customer-list audiences
- Frequency and fatigue monitoring
What you receive
- A creative testing roadmap with documented learnings
- Channel reporting reconciled against your analytics
Tracking & measurement
Campaigns are only as good as the conversions they learn from. Measurement is where we start.
- GA4
- Google Tag Manager
- Server-side GTM
- Consent Mode v2
- Conversion APIs
- BigQuery
We audit, design and implement measurement so that ad platforms receive accurate, consented conversion signals and your analytics tell one consistent story.
Setups are designed to comply with the GDPR and the ePrivacy rules: consent is collected by your consent management platform and respected across every tag.
What is included
- Tracking audits and measurement plans
- GA4 configuration and events
- Google Tag Manager, web and server-side
- Consent Mode v2 with your CMP
- Enhanced conversions
- Meta, LinkedIn and TikTok conversion APIs
- Offline and CRM conversion imports
- Data layer specifications for developers
What you receive
- A written measurement plan and tag inventory
- A documented container you own
- Validation report of every conversion action
Landing page optimisation
Better pages lower the cost of every click you already pay for.
- Conversion audits
- A/B testing
- Core Web Vitals
- Forms
We review the pages your ads send traffic to: message match with the ad, clarity of the offer, speed, forms and trust signals. Then we run structured tests on the changes most likely to move the conversion rate.
What is included
- Landing page and funnel audits
- Message match between ad and page
- Wireframes and copy recommendations
- A/B and multivariate test design
- Page speed and Core Web Vitals review
- Form and checkout friction analysis
What you receive
- A prioritised list of changes with expected impact
- A test log with results and decisions
Reporting
Numbers in commercial terms, with a written explanation of what they mean.
- Looker Studio
- BigQuery
- Google Sheets
- Monthly review
Reporting combines a live dashboard with a written monthly review. We report the metrics your business runs on (cost per acquisition, return on ad spend, pipeline, revenue and margin), not just clicks and impressions.
What is included
- Live dashboards across all paid channels
- Blended and per-channel views
- Budget pacing against plan
- Written monthly performance review
- Quarterly strategy review
- Data warehouse exports on request
What you receive
- Dashboard access for your whole team
- A monthly written review and next-month plan
Ways to work with us.
Scope, fees and notice periods are agreed in a written proposal before any work begins.
Ongoing management
A monthly engagement covering strategy, campaign management, optimisation and reporting for one or more channels.
Projects
Fixed-scope work: account audits, tracking implementations, account rebuilds and landing page testing programmes.
Advisory
For in-house teams: strategy reviews, second-opinion audits and hands-on training on the platforms you run.
Questions we are often asked.
Anything else, write to info@mirrorchallenge.pro.
Who do you work with?
Businesses based in, or selling into, Europe that use paid media as a real acquisition channel, from companies spending their first budget seriously to established advertisers running several markets. We work in English and Portuguese.
Do we keep ownership of our ad accounts and data?
Yes. Ad accounts, analytics properties, tag containers and audiences are created in your name, or stay in your name if they already exist. We work through manager or partner access, which you can remove at any time.
Is advertising spend included in your fees?
No. Unless we agree otherwise in writing, you pay the advertising platforms directly for media. Our fees cover our work: strategy, management, implementation and reporting.
How is an engagement priced?
Every engagement is quoted after a first conversation, based on scope, channels and markets. The written proposal sets out fees, deliverables, start date and notice period before any work begins.
Can you work alongside our in-house team or another agency?
Yes. We can own a channel end to end, cover measurement and reporting for a team that runs its own campaigns, or act as an independent second opinion.
How do you handle personal data?
When we process personal data on your behalf, for example conversion data or customer lists used for audience matching, we act as a processor under a data processing agreement in line with Article 28 of the GDPR. Details are in our privacy policy.