Paid media & demand
Paid media and demand generation is the work of buying attention and proving what it produced. Make It Happen runs paid search and paid social, and measures them alongside the content authority and answer-engine visibility we build as separate services, all judged against revenue.
Ad budget spent, and nobody knows what grew
Four channels, one system. None of them works alone.
What it solves
You put budget into one channel, the channel reports a number that looks fine, and at the end of the month nobody in the room can say whether the business actually grew.
Each channel gets judged on its own numbers, so the one that reports easily wins on paper and the one that created the demand gets cut. We measure the four together, against revenue, on the same day.
When a regulated category forces a campaign to stop at a fixed hour, a pause that depends on a machine in your office is not a pause. Ours run where the platform runs them.
What you get
Account and campaign architecture built around how you actually sell
A keyword plan with match discipline, so budget follows intent instead of near-misses
Responsive creative sets on a fixed refresh schedule
Bidding and budget management, with a cross-channel review every day
Automated daily checks and programmatic pausing that run on the ad platform's own servers, never on a local scheduler
Analytics instrumentation with custom events and server-side conversion tracking
Compliance handling for regulated categories, including advertising blackout periods
We do not hold the advertising accounts. They are opened in your legal entity, verification is in your name, and access stays with you if we stop working together.
We do not write your offer. Paid media moves a reason to buy that already exists; it cannot invent one, and more reach only makes a weak offer fail faster.
We do not build the pages the ads point at. A campaign needs somewhere to land, and that page comes from the custom website work or from your own team.
What changes
Four channel reports that each look good and never add up.
One weekly number that ties spend to revenue, and four channels judged by their part in it.
A slide deck once a month, already out of date when it lands.
A dashboard you open on any day of the month, with the same numbers we look at.
Who this fits
Companies with someone accountable for revenue and between ten and two hundred employees, already advertising.
You raised the budget, the reports still look fine, and sales did not move.
3–4 weeks to live campaigns, because advertiser verification takes three
Marketing and sales both get dashboard access in week one, while verification paperwork clears, tracking goes in, and we agree on what counts as a lead before the first campaign runs.
Every engagement, same nine stages
Nine stages, in order, each one handing over a document the next one reads. It is the same sequence whatever is being built, which is why we can tell you where your project is on any day of the week.
Proof
Delivered work behind this service. No client is named without written permission.
Questions buyers actually ask
What if I can only run one channel?
We would rather cut inside the budget than drop a channel. Search captures intent that already exists, social builds the reach that creates it, and content authority and answer-engine visibility make you the source that gets cited. We run the bought channels and coordinate with the other two, which are separate engagements.
Why does it take three weeks before my ads are live?
Advertiser verification. The platforms check the legal entity behind the account, and that review runs on their clock, not ours — usually three weeks, sometimes longer in regulated categories. We build the account, the keywords and the creative while it clears, so nothing waits on us. Start the paperwork first.
Can you stop my campaigns during a blackout period?
Yes, and the pause runs on the ad platform's own servers rather than on a scheduler in an office. We learned that distinction the expensive way. A pause that depends on a machine staying awake is not a pause when the stop is legally binding, so compliance handling is a process here.
Who owns the ad accounts if we stop working together?
You do. Accounts are opened in your legal entity, verification is in your name, and you hold the top level of access from day one. If we stop, we hand over the campaign structure, the audiences, the tracking and the history, and remove our access. Nothing needs to be rebuilt.
How do I know the leads are actually coming from the ads?
Server-side conversion tracking with custom events, so a form, a call and a message all land as the same kind of record with the source attached. Then the daily cross-channel review compares what each channel claims against what your pipeline shows. Where the two disagree, we trust the pipeline.
How is paid media priced?
Two things move it: how many channels run, and how much already exists — accounts, tracking, creative. Managing the work is priced separately from the budget you hand the platforms, which stays yours. A fixed quote follows the first conversation within three business days. No figure goes on the page while the auction sets the other half.
In your industry
Where it fits
If leads already arrive and then die in an inbox, buying more of them makes the leak bigger: CRM and lead systems is the one to fix first. CRM & lead systems
The possible part of the impossible.
If you have an idea that shouldn't work, bring it. We will tell you which part is genuinely impossible and which part is only hard. Most of it is the second one.