PPC That Pays for Itself — Not Just for the Agency.
Most organisations that run paid search and social advertising are getting a fraction of the return their budget should be producing — and most of them cannot tell, because the reporting they receive from their agency or in-platform dashboards shows impressive-looking metrics that do not connect to the business outcomes that actually matter. Impressions and clicks are not business outcomes. Conversions are business outcomes — qualified leads, sales, applications, booked demos — and the paid advertising account that produces 500 conversions at ₹800 per conversion is producing dramatically better ROI than the one that produces 1,200 conversions at ₹2,400 per conversion, regardless of which one looks more impressive in a weekly traffic dashboard. SourceMash manages paid advertising programmes with a single primary focus: the cost per qualified conversion and the revenue it generates, measured against the total advertising spend including our management fee. Every campaign structure decision, every bid strategy, every audience targeting choice, and every ad creative test is evaluated against that metric — not against impression share, click-through rate, or quality score, which are proxy metrics that matter only insofar as they drive cost-per-conversion improvement.
Every Paid Channel, One Accountable Partner.
Paid advertising in 2025 spans a more complex platform landscape than ever — Google Search for capturing active purchase intent, Google Shopping for e-commerce product discovery, Google Performance Max for AI-driven cross-channel reach, Meta (Facebook and Instagram) for social proof, brand awareness, and retargeting, LinkedIn for B2B audience targeting by job title and company, YouTube for video-based consideration, and programmatic display and CTV for brand-safe impression volume at scale. Each platform has its own auction mechanics, audience targeting capabilities, creative requirements, bidding strategies, and measurement methodology — and managing them together as a coordinated paid media programme requires both platform-specific technical depth and the cross-channel strategic thinking that ensures each platform is playing the right role at the right stage of the funnel rather than each being optimised in isolation.
SourceMash holds Google Partner status with certifications in Search, Shopping, Display, and Performance Max; Meta Business Partner certification covering Ads Manager and dynamic creative; LinkedIn Marketing Solutions partnership; and DV360 (Display & Video 360) accreditation for programmatic buying. We manage paid media programmes ranging from ₹5 lakh per month for SME B2B clients through to ₹5 crore per month for enterprise e-commerce and BFSI clients.
Primary Paid Advertising Platforms
Platform Certifications
Google Ads Management — Search, Shopping & Performance Max
Google Search Ads are the most commercially high-value paid advertising channel available to most businesses — because they capture demand that already exists (someone searching for "payroll software India" or "SAP implementation partner" is demonstrably in the market for that product or service right now) rather than creating demand among people who were not previously considering the category. The return on Google Search advertising depends almost entirely on campaign structure quality: whether keywords are correctly segmented into ad groups that allow relevant ad copy, whether negative keywords are comprehensive enough to prevent irrelevant spend (the "software engineers" who search "software" and trigger ads for "software company"), whether match types are used correctly to balance reach and precision, and whether bidding strategies are configured with the conversion data volume needed to learn effectively.
Google Shopping and Performance Max have replaced the traditional product listing ad format as the primary e-commerce advertising surface — PMax campaigns use Google's machine learning to serve product and brand ads across Search, Shopping, YouTube, Display, and Gmail simultaneously, requiring high-quality product feed data, compelling creative assets, and correctly configured conversion tracking as inputs for the AI to optimise effectively. SourceMash manages the full Google Ads portfolio with a campaign architecture philosophy that resists the Google algorithm's preference for consolidation where consolidation reduces the advertiser's ability to understand what is working — because a single Performance Max campaign for an e-commerce retailer with 10,000 SKUs tells you nothing about which product categories are profitable and which are not.
Types Search, Shopping, PMax, Display, YT
Depth Full intent classification
Programme Ongoing — weekly search term review
Management ✓ For Shopping / PMax clients
Google Ads — What We Manage and Optimise
Every Google Ads campaign type and optimisation lever — managed with a bias towards transparency and conversion outcome over platform-reported proxy metrics
Google Search Campaigns
Keyword research and intent classification segmenting all target keywords into commercial (transactional intent), navigational (brand or competitor), and informational (awareness) buckets — with separate campaign and bidding strategy for each. Tightly themed ad groups (8–15 keywords per group) enabling highly relevant responsive search ads (RSAs). Comprehensive negative keyword list from day one, maintained with weekly search term report review. Match type strategy calibrated to data volume and competition level. Bidding strategy selected based on conversion data volume — manual CPC for low-volume, Target CPA or Target ROAS when conversion data is sufficient for smart bidding to learn effectively.
Google Shopping & Product Listing Ads
Google Merchant Center product feed setup, ongoing feed optimisation (title and description enrichment with high-intent keywords, category mapping, attribute completeness for all required and recommended fields), and Shopping campaign structure — segmented by product category, margin tier, or brand to allow differential bidding. Priority campaign structure using campaign priority and negative keywords to control which campaign serves each search query — separating branded from non-branded product queries for accurate performance measurement by traffic source.
Performance Max (PMax) Management
Performance Max campaign architecture and optimisation — asset group design aligned to distinct product or service categories to give Google's AI the correct creative signals for each audience; audience signal configuration using first-party customer lists, search query custom intent audiences, and demographic overlays that guide the AI's audience discovery without over-constraining it; placement exclusions for brand-safety; and the performance monitoring approach that extracts the insight which asset groups, product categories, and audience segments are driving profitable conversions — despite PMax's limited transparency.
YouTube & Video Ads
YouTube campaign management across skippable in-stream (TrueView), non-skippable bumper ads, and YouTube Shorts ads — targeting by custom intent audience (search query-based), affinity category, in-market segment, and remarketing list. Video creative strategy guidance for the 5-second hook that determines whether skippable ads are watched or skipped, the in-video CTA placement, and the landing page alignment required to convert the longer-consideration YouTube audience versus the high-intent Google Search audience. YouTube attribution modelling for the view-through conversion window appropriate for the campaign objective.
Google Remarketing & Display
Google Display Network remarketing campaigns — segmented by recency and depth of engagement (cart abandoners vs. product page viewers vs. blog readers) with creative and messaging differentiated by segment. Dynamic remarketing for e-commerce using the Merchant Center product feed to show the specific products each visitor viewed. Customer match and lookalike audiences using first-party CRM data for prospecting on the Display Network. Placement exclusions and brand safety controls (categories, sensitive content, parked domains) applied across all display campaigns to avoid impression waste in brand-unsafe contexts.
Google Merchant Center & Feed Optimisation
Merchant Center account setup and ongoing management — product feed submission and quality monitoring, feed error resolution, product disapproval analysis and correction, supplemental feed management for title and description enrichment, and the Product Ratings integration that surfaces review stars in Shopping results. Feed optimisation using DataFeedWatch or Feedonomics for large catalogues — title keyword enrichment from search query data, category mapping accuracy, price and availability currency maintenance, and the GTIN/MPN/brand attribute completeness that determines Shopping impression eligibility.
Our Google Ads Management Methodology
The weekly, monthly, and quarterly optimisation cadence that drives continuous CPA improvement
Audit & Restructure
Week 1-3: Full account audit covering campaign structure, keyword coverage, match type distribution, negative keyword gaps, bid strategy configuration, conversion tracking accuracy, and Quality Score analysis. Restructure plan produced with estimated CPA improvement from each change, implemented in priority order.
Weekly Optimisation
Search term report review and negative keyword additions; bid adjustments by device, location, audience, and hour; ad copy performance review and weak variant pausing; Quality Score monitoring and low-QS keyword action; budget pacing check and allocation adjustment by campaign performance tier.
Monthly Analysis
Month-on-month CPA and ROAS trend analysis; audience performance review (which customer lists, custom intent, and demographic segments are performing above and below target); Landing page conversion rate review; Competitor auction insight analysis for impression share trends; new keyword opportunity identification from search term reports.
Quarterly Strategy Review
Quarterly ROAS and revenue attribution review against media spend; campaign structure evolution as data volume enables more sophisticated bidding strategies; new campaign type opportunities (expansion from Search to Shopping, from Shopping to PMax); budget reallocation based on marginal ROAS by campaign; and next quarter test calendar.
Meta Ads Management — Facebook & Instagram
Meta's advertising platform — spanning Facebook, Instagram, Reels, Stories, and Messenger — is the most widely used paid social platform for both B2C consumer brands and, increasingly, B2B organisations targeting specific professional and demographic audiences. The transition to iOS 14+ privacy restrictions and the consequent loss of deterministic pixel attribution has fundamentally changed how Meta advertising performance is measured and managed — organisations that have not adapted their measurement approach (moving to modelled conversions, Conversions API server-side tracking, and mixed-media attribution) are making budget decisions based on significantly understated conversion data, and organisations that have not restructured their campaign architecture for the post-iOS14 world (consolidation to give Meta's algorithm more conversion data per campaign, Advantage+ Shopping for e-commerce) are running campaigns that are structurally ill-suited to how Meta's auction now operates.
SourceMash's Meta advertising management practice is built around three areas where most Meta accounts underperform: creative strategy (the creative is the primary lever in Meta's auction, and organisations that do not have a systematic creative testing programme are slowly declining in performance as winning creatives fatigue without a pipeline of tested replacements), audience strategy (the collapse of detailed targeting has made first-party data — custom audiences from CRM lists, pixel engagement, video views — and broad targeting with creative qualification the dominant audience approaches), and measurement architecture (Conversions API for server-side event deduplication and iOS 14 measurement recovery).
Managed FB, Instagram, Reels, Stories, Audience
Framework Systematic — monthly new variants
(CAPI) ✓ Server-side tracking implemented
(DPA) Full catalogue integration
Shopping ✓ For e-commerce clients
Window 7-day click, 1-day view — configured
Meta Ads — Campaign Types & Management Capabilities
Full-funnel Meta advertising from brand awareness through conversion — with creative strategy, audience architecture, and measurement built correctly from the start
Creative Strategy & Systematic Ad Testing
Creative is the most important variable in Meta advertising performance — and the most commonly undermanaged. We implement a creative testing framework that produces a monthly pipeline of new creative concepts (hook variants, format variants, offer variants, testimonial vs. product-led vs. problem-solution formats) tested at the ad level within a controlled campaign structure, with a documented process for identifying winning concepts, scaling them, and producing variants before the winning creative fatigues. Creative brief templates for each campaign objective and audience type, with performance benchmarks (CTR, CPM, CPC, cost per result) that define win and lose thresholds for each test.
Audience Architecture — Post-iOS 14
Post-iOS 14 audience strategy — custom audiences from pixel events (website visitors by page category, add-to-cart, initiate checkout), video engagement audiences, Meta Lead Ad openers, customer list custom audiences from CRM uploads (email, phone, customer ID matching), and Lookalike Audiences built on the highest-value customer audience seed lists. Broad targeting (age, gender, location only) paired with creative that self-qualifies the right audience, increasingly the most efficient approach as detailed interest targeting has declined in precision post-iOS14. Advantage+ audience for campaigns where full algorithmic audience optimisation is appropriate.
Conversions API (CAPI) & Server-Side Tracking
Meta Conversions API implementation — sending conversion events server-to-server from the client's web server, CRM, or payment system to Meta's Conversions API endpoint, bypassing the browser-based pixel that iOS 14 and ad blockers prevent from firing. CAPI events duplicated against pixel events using event ID matching to prevent double-counting while maximising the coverage of conversion data that Meta's algorithms use for bidding. Event Match Quality score monitoring to ensure the email, phone, name, and location data sent with each server event achieves the highest possible match rate to Meta user profiles.
Dynamic Product Ads (DPA) & Advantage+ Shopping
Dynamic Product Ads (DPA) implementation using Meta's product catalogue — automatically serving ads featuring the specific products each user has viewed, added to cart, or purchased (for cross-sell), from a product catalogue synced from the client's e-commerce platform via the Meta Commerce Manager API or a third-party feed tool. Advantage+ Shopping Campaigns (ASC) for e-commerce clients managing over ₹10 lakh monthly Meta spend — the AI-driven campaign type that consolidates prospecting and retargeting into a single campaign and uses Meta's full algorithmic capability to optimise audience, placement, and bid simultaneously.
LinkedIn Ads Management — B2B Demand Generation
LinkedIn is the only major paid advertising platform where professional attributes — job title, seniority level, company name, company size, industry, years of experience, skills — can be used as primary targeting criteria rather than as overlay refinements on a larger audience. For B2B organisations selling to specific job titles at specific company sizes in specific industries, this makes LinkedIn uniquely capable of reaching the exact decision-makers and influencers in their buying committee — the CFO at a manufacturing company with 200–1,000 employees, the Head of Supply Chain at a pharmaceutical distributor, the IT Director at an NBFC with over ₹500 crore in assets. The challenge with LinkedIn advertising is cost — LinkedIn CPMs and CPCs are significantly higher than Google Display or Meta, reflecting the precision of the targeting and the commercial value of the audience. Managing LinkedIn advertising profitably requires campaign structures that generate measurable pipeline, not just brand impressions, and creative and offer formats that convert the LinkedIn audience (which is browsing LinkedIn for professional content, not actively shopping) into qualified leads that enter the sales pipeline.
SourceMash manages LinkedIn campaigns with a full-funnel approach — Sponsored Content (single image, carousel, video) for awareness and consideration, Lead Gen Forms (in-platform lead capture that pre-fills with LinkedIn profile data, dramatically reducing friction vs. external landing pages) for high-volume lead collection at the top of the funnel, Message Ads and Conversation Ads for direct outreach to targeted lists with personalisable message copy, and retargeting with Website Retargeting and Matched Audiences for re-engaging website visitors and CRM contacts. LinkedIn's account-based marketing (ABM) capabilities — targeting named account lists, Matched Audiences from Salesforce or HubSpot contact lists — are particularly valuable for enterprise B2B programmes with defined target account lists.
Managed Sponsored Content, LGF, Message, DT
Capabilities Job title, company, industry, skills
Targeting ✓ Named account list upload
Integration Salesforce / HubSpot Matched Audiences
Forms In-platform lead capture — lower CPA
Tag ✓ Retargeting + conversion tracking
LinkedIn Ads — Campaign Types & B2B Targeting Approach
Full-funnel B2B LinkedIn advertising — from brand awareness through ABM to lead generation and pipeline influence
Sponsored Content — Feed Ads
Single image, carousel, and video Sponsored Content ads appearing in the LinkedIn feed — the primary brand awareness and consideration format on LinkedIn. Content strategy for LinkedIn feed ads that performs well in a professional browsing context: thought leadership and research content rather than promotional product messages, with case study creative for the consideration stage and gated content (whitepapers, templates, research reports) for lead generation. CTR benchmarks by ad format, audience size, and industry vertical to set performance expectations and identify outperforming creatives for budget scaling.
Lead Gen Forms (LGF)
LinkedIn Lead Gen Forms — in-platform lead capture forms that pre-fill with the member's LinkedIn profile data (name, email, job title, company, phone) requiring only a single tap to submit, eliminating the friction of an external landing page that reduces conversion rates significantly on mobile. LGF campaign structure and copy optimisation — the content offer attached to the form must deliver sufficient perceived value that the member is willing to share their professional contact information. Lead quality filter configuration using company size and job title pre-qualification questions to exclude leads outside the ICP before they enter the CRM.
Message Ads & Conversation Ads
LinkedIn Message Ads (InMail) and Conversation Ads for direct outreach to targeted professional audiences — personalised message copy delivered directly to the LinkedIn inbox of the target audience, with subject line and opening personalisation using the recipient's first name and company. Conversation Ads with branching CTA options (Book a demo / Download the guide / Connect with a specialist) that allow recipients to self-select their response and route to different follow-up experiences based on their stated interest. Frequency cap management to prevent message overexposure to the same audience across campaigns.
ABM Targeting — Named Account Lists
Account-Based Marketing targeting on LinkedIn — uploading named target account lists (company name, website URL) to LinkedIn's Matched Audiences and targeting only employees at those specific companies. Combined with job function and seniority targeting to reach the decision-making level within each target account. LinkedIn's Engagement Retargeting for ABM — creating audiences of people at target accounts who have engaged with previous LinkedIn ads (video views, Lead Gen Form opens, Sponsored Content clicks) to prioritise budget towards the accounts showing active engagement signals, aligned with the ABM programme's account heat scoring.
LinkedIn Retargeting & Matched Audiences
Website retargeting using the LinkedIn Insight Tag — audiences of people who visited specific high-intent pages (pricing, demo request, solution pages) served with urgency-focused creative and direct CTA ads. Matched Audiences from CRM list upload — targeting existing leads from Salesforce or HubSpot who have not converted, or existing customers for upsell and renewal messaging on LinkedIn. Contact list retargeting for ABM programmes — importing buying committee contact lists from CRM into LinkedIn Matched Audiences to serve coordinated ads to known contacts at target accounts in parallel with direct sales outreach.
LinkedIn Audience Targeting Strategy
LinkedIn targeting attribute strategy — job title targeting (precise but can miss equivalent titles in different companies), job function + seniority targeting (broader reach, lower CPM, appropriate for awareness campaigns), skills targeting (reaches practitioners by their stated expertise, useful for technical product campaigns targeting developers or data scientists), and group membership targeting (LinkedIn Groups for specific industry communities). Audience size management — minimum 50,000 member audience for Sponsored Content to give LinkedIn's delivery algorithm sufficient scale, balanced against targeting precision that keeps ICP match rate high.
Programmatic Advertising — DV360, Display & CTV
Programmatic advertising — the automated, real-time auction-based buying of digital advertising inventory across display, video, connected TV (CTV), digital out-of-home (DOOH), audio, and native — provides the brand-safe, precisely targeted impression volume that neither search (limited by query intent volume) nor social (limited by audience size on individual platforms) can provide at scale. For organisations running brand awareness campaigns, retargeting programmes that need to follow users across the web after they leave the company website, or ABM programmes that need to reach named account employees across every website they visit, programmatic is the channel that provides the reach, targeting granularity, and brand safety controls that the open web requires.
SourceMash manages programmatic advertising primarily through Google's Display & Video 360 (DV360) for enterprise clients with brand safety and transparency requirements that the Google Ads display network's limited reporting cannot satisfy, and through The Trade Desk for clients requiring premium CTV, audio, and native inventory access outside Google's ecosystem. We bring the full programmatic buying toolkit — private marketplace (PMP) deals for premium publisher inventory, contextual targeting for cookieless environments, first-party data activation through Customer Match and data clean rooms, and the brand safety controls (content category exclusions, viewability thresholds, domain inclusion lists) that protect brand reputation in programmatic environments.
Platforms DV360, The Trade Desk, Amazon DSP
Types Display, video, CTV, audio, native
Controls IAB categories, domain lists, viewability
Activation Customer Match + clean rooms
(PMP) Deals ✓ Premium publisher direct deals
Targeting Contextual + first-party
Programmatic Advertising Capabilities
Enterprise programmatic buying across display, CTV, audio, and native — with brand safety, first-party data activation, and transparent performance reporting
Google DV360 — Display & Video 360
DV360 campaign management for enterprise clients requiring brand safety, transparency, and cross-channel reach that Google Ads Display Network cannot provide — access to premium publisher inventory via Google's programmatic direct and preferred deals, granular placement-level reporting that Google Ads Network suppresses, viewability reporting by placement, and the data transfer exports that enable first-party attribution modelling outside Google's walled garden. Campaign structure across Display, YouTube, and partner video inventory with frequency management across placements.
Connected TV (CTV) Advertising
CTV advertising via The Trade Desk and DV360 — reaching audiences on streaming platforms (Hotstar, SonyLIV, Zee5, JioCinema in India; Netflix with ads tier, Peacock, Hulu internationally) with unskippable pre-roll and mid-roll video ads served to authenticated users whose identity can be matched to first-party CRM data. CTV audience targeting by behavioural and demographic segments, household-level frequency management across streaming platforms, and the cross-device identity graph that connects CTV exposure to website visits and conversions for attribution modelling.
Brand Safety & Contextual Targeting
Brand safety configuration for programmatic campaigns — IAB content category exclusions (violence, adult content, hate speech, fake news, controversial news), domain inclusion lists for premium-only buying, viewability threshold enforcement (minimum 70% in-view for display, 50% for video with 2-second minimum duration), and invalid traffic (IVT) filtering to exclude bot traffic from impression counts. Contextual targeting for cookieless environments — targeting ad placements by the content categories and keywords on the page rather than by audience behavioural data, providing effective targeting without relying on third-party cookies that are being deprecated.
First-Party Data Activation
First-party data activation in programmatic environments — Customer Match for targeting CRM email and phone lists across programmatic inventory (Google's Display & Video 360 customer match, The Trade Desk's data onboarding), retargeting pixel segment activation across the full programmatic inventory (not just the Google Display Network), and clean room activation for enterprise clients using Google Ads Data Hub or The Trade Desk's data clean room to activate first-party data in a privacy-compliant environment without raw data sharing.
Landing Page Design & Conversion Rate Optimisation
The return on paid advertising investment is determined by two variables: the cost per click (determined by bidding, quality score, and audience competition) and the conversion rate of the landing page that receives the traffic (determined by page design, copy, offer relevance, and technical performance). Most paid advertising optimisation focuses exclusively on the first variable — reducing CPCs through bid management, quality score improvements, and negative keyword expansion — while leaving the second variable largely unmanaged. A landing page converting at 2% and a landing page converting at 6% for the same traffic produce a 3x difference in leads per pound of media spend. No bid optimisation produces a 3x efficiency improvement. Landing page CRO is the highest-leverage optimisation available to most paid advertising programmes, and the most consistently neglected.
SourceMash designs dedicated landing pages for paid traffic — not the homepage, not a generic service page, but a page designed specifically for the intent of the keyword or audience that drove the click — and implements the A/B testing programme that systematically improves conversion rate over time. We use VWO, Google Optimize (sunset, replaced by server-side testing or third-party tools), or Unbounce / Instapage for dedicated landing page deployment, with Hotjar for qualitative session recording analysis that identifies the specific friction points causing visitors to leave without converting. Every landing page we build includes the conversion tracking configuration that accurately measures what the page is producing — not just sessions and bounce rate, but actual qualified lead or purchase outcomes.
Build Dedicated per campaign / audience
Testing Monthly — highest-impact elements
Recording Hotjar — qualitative diagnosis
Optimisation Core Web Vitals for Quality Score
Optimisation Field reduction + progressive profiling
The PPC Conversion Funnel — Where We Optimise
Every stage from ad impression to qualified lead — optimised as a system rather than in isolation
Landing Page & CRO Capabilities
The specific design, testing, and optimisation practices that drive conversion rate improvement
Dedicated Landing Page Design
Landing page design principles for paid traffic: message match between ad copy and page headline (the visitor should see the same promise on the page that they clicked on in the ad), a single, clear CTA that is the primary action the page is designed to drive (not multiple competing CTAs), social proof elements (testimonials, case study results, client logos, trust badges) positioned above the fold, and mobile-first layout that accounts for the 60–75% mobile traffic share that most paid campaigns generate in India's market. Pages built in Unbounce or Instapage for rapid deployment without development dependency, or in HTML/CSS for higher performance and customisation requirements.
A/B Testing Programme
Systematic A/B testing of landing page elements with the highest impact on conversion rate — headline copy (the promise in 10 words or fewer that makes the visitor decide whether to stay or leave), CTA button copy and placement, form length (reducing from 8 fields to 4 fields typically produces a 30–60% conversion rate improvement with acceptable lead quality), hero image or video vs. product screenshot, social proof format (testimonial quotes vs. case study results vs. client logo bar), and above-the-fold vs. full-page form design. Tests run with statistical significance threshold of 95% before declaring a winner, with minimum 200 conversions per variant to prevent false positives.
Heatmap & Session Recording Analysis
Hotjar heatmap (click, scroll, move) and session recording analysis to diagnose why visitors are not converting — identifying the specific page elements that attract and repel attention, the scroll depth at which most visitors leave (indicating where the most important content must be placed), form fields that cause visitors to abandon (typically those requiring information not readily available, like company revenue), and the mobile UX friction points (tap targets too small, form fields misaligned on mobile keyboards) that kill conversion rates in the mobile-majority traffic environment.
Page Speed & Core Web Vitals
Landing page load speed optimisation — critical because Google Ads Quality Score includes landing page experience as a component (slow pages cost more per click), and because mobile page load times above 3 seconds produce abandonment rates above 50% in the mobile-dominant India market. Image compression and format optimisation (WebP), render-blocking resource elimination, lazy loading for below-fold elements, server response time analysis, and CDN implementation where appropriate. Core Web Vitals (LCP, INP, CLS) monitoring and optimisation for Quality Score improvement and ad rank improvement.
Form Optimisation
Contact form optimisation — field count reduction to the minimum required for lead qualification at the stage of the funnel (top-of-funnel should require only name, email, and company; bottom-of-funnel can add phone, company size, and specific use case); progressive profiling for repeat visitors who fill shorter forms on first conversion and longer forms on subsequent interactions; conditional field logic that shows or hides qualification fields based on previous answers; and the thank-you page design that sets expectations for the next step (when to expect a call, what the sales process looks like) to reduce no-show rates for booked meetings.
Dynamic Landing Page Personalisation
Dynamic content personalisation for high-volume paid traffic — showing different headline, subheading, and CTA copy based on the search query (using Google Ads ValueTrack parameters to pass the search keyword to the landing page) or audience segment (using URL parameters from Meta or LinkedIn ads to identify the audience that drove the click and show relevant social proof and case studies for that industry or company size). Increases message relevance for each audience segment without requiring separate landing page builds for each ad group or audience.
Paid Media Measurement & Attribution
Paid advertising measurement is the foundation of every decision in a PPC programme — budget allocation, campaign prioritisation, bid strategy selection, landing page optimisation priority, and creative testing structure all depend on having accurate data about which campaigns, keywords, audiences, and creatives are producing qualified conversions and at what cost. The most common paid advertising measurement failures are: conversion tracking that measures the wrong events (website sessions or page views counted as conversions, rather than actual qualified lead submissions or purchases), attribution models that credit the last ad clicked before conversion regardless of the multi-touch journey that produced the purchase intent, and reporting that shows platform-reported metrics (which are optimistic in every platform's favour) rather than verified business outcomes.
SourceMash implements conversion tracking correctly from day one — Google Ads conversion tracking via Google Tag Manager with enhanced conversions for improved match rates, Meta Conversions API for server-side event tracking to recover iOS 14 attribution, LinkedIn Insight Tag for lead gen form conversion tracking, and GA4 as the cross-channel measurement source of truth that is not subject to individual platform bias. We build the multi-touch attribution models that give paid media programmes appropriate credit for their role in the conversion journey without double-counting the same conversion across multiple platforms — because every platform's native attribution reports are simultaneously true (from that platform's perspective) and misleading (when added together, the sum of all platform-reported conversions dramatically exceeds the actual number of conversions that occurred).
Tracking GA4 + platform tags + CAPI
Conversions Google — hashed first-party data
Models Data-driven, linear, position-based
Reporting Looker Studio — all channels unified
Integration Lead quality by channel + keyword
Cadence Weekly pulse + monthly strategy
Measurement & Reporting — What We Build and Monitor
Accurate, cross-platform measurement that connects paid media spend to business outcomes — not platform-reported proxy metrics
PPC Programmes for Your Industry.
Search intent, auction competitiveness, audience demographics, conversion journey length, and regulatory constraints differ significantly across industries. We design paid programmes tuned to the specific dynamics of each sector.
- High-intent keyword targeting (competitor, alternative, vs., pricing keywords)
- LinkedIn ABM campaigns targeting named account decision-makers
- Google Search for category keywords with landing pages per ICP segment
- Retargeting sequences for multi-touch B2B buying cycles (60–180 days)
- Lead Gen Form campaigns on LinkedIn for top-of-funnel content offers
- CRM lead quality attribution — optimising for SQL not just MQL
- Google Shopping + Performance Max with product feed optimisation
- Meta Dynamic Product Ads (DPA) + Advantage+ Shopping Campaigns
- Category and brand keyword search campaigns with ROAS by category
- Cart abandonment retargeting (Google, Meta, programmatic)
- Seasonal campaign planning (Diwali, Republic Day, End of Season sale)
- New customer acquisition vs. repeat customer ROAS measurement
- High-CPC financial keyword campaigns with tight ROI management
- SEBI and IRDA ad compliance — mandatory disclosures in ad copy
- Google Financial Services category — advertiser verification required
- Loan and credit product campaigns with eligibility pre-qualification
- Life insurance and health insurance keyword strategies and landing pages
- CPA measurement against actual policy issuance or loan disbursement
- Google Ads for appointment booking — specialty and location keywords
- Healthcare ad policy compliance — Google and Meta restriction navigation
- Local campaign targeting for hospital and clinic locations
- Meta healthcare audience targeting within platform restrictions
- Pharmaceutical brand awareness within digital ad guidelines
- CPA measurement against confirmed appointment, not just form submit
- Location + property type + BHK keyword targeting for qualified intent
- Meta lead gen campaigns for residential project launches
- YouTube pre-roll for walkthrough video content at consideration stage
- Remarketing to site visitors with project-specific creative over 30–90 days
- WhatsApp CTA integration for conversational lead capture
- Lead quality scoring by pincode, budget range, and purchase timeline
- Programme-specific search campaigns for course and degree keywords
- Meta Lead Gen Forms for information request and catalogue download
- YouTube pre-roll for testimonial and campus experience content
- Competitor and alternative programme keyword targeting
- Seasonal budget allocation aligned to admission cycle peaks
- CPA measurement against application submission, not just enquiry
What Our Clients Say
We were spending ₹35 lakh per month on Google Ads and LinkedIn with our previous agency and receiving a weekly report that showed 1,400 conversions at ₹2,500 per conversion. What nobody had told us was that 70% of those “conversions” were people downloading our pricing PDF — not qualified demo requests. When SourceMash audited the account, the actual cost per qualified demo request was ₹18,400 — and the conversion tracking had been set up to measure the most easily achievable event rather than the one that actually mattered. They rebuilt the conversion tracking to measure confirmed demo requests only, restructured the campaigns around the ICP keyword clusters that were actually producing SQLs, and implemented LinkedIn ABM targeting for our named account list. Cost per qualified demo is now ₹8,800, MQL volume is up 140%, and our sales team is finally confident in the quality of what we are sending them.
Our Google Shopping and Meta ads for our fashion e-commerce brand were managed in-house for two years — and we thought we were getting reasonable results at 3x ROAS across the blended portfolio. What SourceMash’s analysis showed us was that our branded search campaigns (where customers who already knew our brand were just using Google to navigate to our site) were producing 12x ROAS and inflating the blended average, while our non-branded product discovery campaigns were producing 1.8x ROAS — below profitable threshold for our margins. The restructure separated branded from non-branded campaigns, rebuilt the Shopping campaign structure around category profitability, rebuilt the Merchant Center feed with title keyword enrichment from search query data, and set up Advantage+ Shopping on Meta. Blended ROAS is now 6.8x, non-branded is at 4.2x, and paid revenue has grown 3.1x. We now actually understand what is working and why.
Personal loan is one of the most competitive Google Ads categories in India — CPCs of ₹150–300 for core keywords, and landing pages that convert at 1–2% on average. We were spending ₹50 lakh per month and generating applications at a cost that was barely profitable after lead fraud and processing costs. SourceMash’s approach was different from our previous agencies — they started with the landing page before they touched the campaign structure. The qualitative analysis (Hotjar session recordings of our landing page) showed that 68% of mobile visitors were abandoning at the income field because the dropdown options did not include salary ranges common in the demographic we were targeting. That single fix, combined with a form length reduction from 11 fields to 6, moved the landing page conversion rate from 1.8% to 3.4% before any campaign changes were made. The subsequent campaign restructure and negative keyword programme brought us to 4.6% conversion rate and a 39% reduction in cost per qualified application. We now have the volume and cost efficiency to scale the programme confidently.
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