Google & Bing Ads

Stonebridge recommends the budget after understanding the offer, target market, geographic reach, cost of the product or service, expected lead value, competition, and how much data is needed to test properly. We do not use one minimum budget for every industry. A campaign should have enough spend to generate meaningful search and conversion data without simply increasing budget before the landing page, tracking, or offer has been proven.

Yes, unless a written proposal specifically packages them together. Advertising spend is the money paid to the platform to show the ads. Stonebridge's fee covers the strategy, setup, management, optimization, reporting, creative or landing-page work included in the scope, and the time required to operate the campaign. Separating the two makes it easier for the client to understand how much money is going to the platform and how much is paying for professional management.

Stonebridge's standard ownership position is client ownership. Where possible, campaigns are built in accounts the client owns or can access, with Stonebridge added as the manager. That keeps the advertising history, conversion data, and account control with the client after the engagement. If a different account structure is required for a specific campaign, it should be stated in the agreement before launch so the client knows exactly what access and ownership they will have.

Stonebridge connects the campaign to the relevant conversion points. That can include website forms, calls, bookings, purchases, landing pages, analytics, pixels, tags, or CRM events depending on the business. Tracking is part of understanding whether the ads are producing useful actions rather than only impressions and clicks. Stonebridge also checks the follow-up path because a campaign can generate leads and still appear unsuccessful if those leads are not being handled properly after they arrive.

Stonebridge does not judge a campaign after a handful of clicks. The testing period depends on the budget, search volume, conversion cycle, industry, and how quickly enough data is collected to make a meaningful decision. Early performance is still monitored closely so obvious problems can be corrected, but larger conclusions should be based on sufficient search and conversion data. The review window is set in the campaign plan rather than using one fixed number for every client.

Launch is the beginning of management, not the end. Stonebridge reviews search terms, keywords, bids, negative keywords, audiences, budgets, conversion data, ad copy, landing-page performance, geography, device performance, and other campaign signals. We make adjustments based on what the data shows and report the movement to the client. Ongoing management is where wasted spend is reduced and the campaign is refined around the enquiries or conversions that actually matter.