What does digital advertising management include at AI WISE?
Most ad underperformance isn't a targeting problem — who sees the ad is rarely what is wrong. It is usually the ad itself, or the offer in it. Spending more on the same weak ad just loses money faster.
So we start with the ads themselves and how your account is organised, test many versions against each other, and move the money to what works. The aim is a lower cost for each new customer and a higher return on ad spend (the sales each dollar of advertising brings back) — reported openly, in real numbers.
Our team ran campaigns at Google, Meta and TikTok, so we work from what these platforms actually reward, not from guesses in a blog post.
Four steps, from first look to the numbers
The same four steps every time, so you always know what we are doing and why.
1
Review and rebuild
We review your ad account and reorganise it around the groups of people most likely to buy.
2
Test the ads
Different openings and formats run against each other. The ad itself does more than anything else to bring down what each customer costs, so that is where the work goes.
3
Move the money
The ads that work get the budget; the ones that do not are switched off, fast.
4
Report and grow
A plain report on what each customer cost and what each dollar brought back, and why those numbers moved — then we spend more on what works.
How a month runs
In the first week we join your ad accounts as a partner — they stay in your name — check your tracking, reorganise the account and start the first tests. Every week after that we compare the ads that are running, move budget to the ones bringing customers in most cheaply, and replace the ones that are tiring. Every two weeks you get a report: what each new customer cost, what each dollar brought back, and what changed those numbers. At the end of each month we agree with you what to test next.
The platform can only find buyers it can see
Before we spend more, we check what Meta and Google can see of your sales: the Meta pixel and the Google tag on your site, the Conversions API that sends each sale from your server so it is still counted when a browser blocks the pixel, and a check that each sale is counted once. When the platforms see your sales clearly, they find more people like your buyers. When they don't, they guess, and each customer costs more.
Who this suits, and who it doesn't
It suits a brand with a product or service people can buy or book online, and a budget it can keep running for at least a few weeks, so the platforms have time to learn who buys. It doesn't suit a one-week burst with nothing after it, or a budget too small to test two versions against each other. If that is where you are, we'll tell you on the call and suggest where to start instead.
What you get
A plan for your ads
Testing ad versions
Meta, Google and TikTok, run for you
Reports in plain numbers
What changes for you
- A clear figure for what each new customer costs, and the reason it moved.
- Money spent on the ads that bring customers, not spread across those that do not.
- Enough ad versions tested to keep finding new ones that work.
- Reports you can read in one go: what each customer cost, what each dollar brought back, and what changed.
Led by former Google, Meta and TikTok operators
We choose the channel and the ad that suit how people come to buy your product, and measure it to the dollar. For Buy&Ship we moved the ads from Google Search, where costs had stopped coming down, to Meta video ads, which could grow. And because we make the ads too, the ads and where they run are planned together — which is what really moves the number.
What moves the cost of your ads
You pay two things: your ad budget, spent in your own ad accounts, and our fee for running them. We don't publish our fee; it is quoted before we start.
What moves the cost of each customer is mostly outside the fee. Meta's auction weighs your bid, how likely people are to act on your ad and the ad's quality, so an ad people stop for costs less to show. Competition matters too: more brands bid for the same buyers around year-end sales such as 11.11 and Christmas. And how clearly the platform sees your sales decides how well it finds more buyers. That is why most of our effort goes into the ads themselves and the tracking.
Questions about digital advertising management
Paid ads are the fastest way to a first enquiry. The first few weeks show which ads and audiences work; from there, we put the money behind them.
Meta (Facebook & Instagram), Google, and TikTok. Which mix depends on your audience and how your product is best shown.
You keep ownership of your accounts and data, always. We work inside them with the access we need — and you can revoke it at any time.
Enough for the platform to learn who buys: each platform needs a minimum number of sales or sign-ups a week before it can find more people like them. If your budget is too low to test properly, we'll tell you straight rather than take it anyway.
Both, together — that's the point. We plan the ads and where they run as one job, which is why our testing brings down what each customer costs. The ads come from our AI content production service. Meta's own AI can now make ad versions from your product photos too; our guide sets out what to hand it and what to keep for yourself: Should I let Meta's AI run my Facebook and Instagram ads?
Boosting promotes a post from your page with a few simple settings. Running ads in Meta's Ads Manager lets us choose the goal — sales or enquiries rather than likes — test several versions, and count what each ad brings in. Boosting has its place, but it is rarely the cheapest way to win a customer.
Usually, yes. The pixel counts sales in the visitor's browser; the Conversions API sends them from your server, so a sale is still counted when a browser blocks the pixel. Meta recommends using both, with each sale counted once.
When results start to slip because the same people keep seeing an ad. We watch how often each person has seen it and what each result costs, and bring in new versions before the old ones tire.
By what each new customer costs and what each dollar of ads brings back, against what you can afford to pay for a customer. Every report shows both, with the reason they moved.
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