Google Ads and Meta Ads Management in Canada Measured on Cost Per Lead
We build and run paid campaigns judged on the enquiries they produce, not the clicks they buy. Flat management fees, spend paid directly by you to the platform, and every account created in your name from day one.
- Free audit of your current ad account
- No markup on ad spend
- You own the accounts and the data
What does Google and Meta ads management include?
Account structure, keyword and audience research, ad copy and creative, landing page input, conversion tracking, bid and budget management, negative keyword work, and reporting that stops at qualified leads rather than clicks.
Nearly every underperforming ad account we audit has the same three problems. Conversion tracking is counting something that is not a real enquiry. The account has no negative keyword list, so a meaningful share of budget goes to searches that could never convert. And the traffic lands on a page that was never built to convert anyone.
Fixing those three usually improves an account before a single bid is changed. It is unglamorous work and it is where most of the available gain sits, which is why we start there rather than with clever bidding strategies.
After that the job is ordinary discipline: tight structure, ad copy that matches the search, creative refreshed before it fatigues, and weekly attention to search terms. Paid advertising rewards consistency far more than it rewards cleverness.
- Conversion tracking verified end to end before any spend increase
- Search term and placement review every week
- Creative and copy refreshed on a schedule, not when results collapse
- Reporting on cost per qualified lead, not cost per click
What is included in ads management?
Account audit and rebuild, campaign structure, keyword and audience research, ad writing and creative production, tracking setup, weekly optimisation, negative keyword maintenance and monthly reporting.
Landing page work sits alongside this and is quoted separately, because it is genuinely different work.
Google Ads
- Search campaigns structured by intent and match type
- Performance Max managed with proper asset group control
- Shopping campaigns and feed optimisation for ecommerce
- Remarketing to visitors who did not convert
- Negative keyword lists built and maintained weekly
- Location, schedule and device bid adjustments
Meta and Instagram
- Campaign structure built for the learning phase, not against it
- Audience testing across interest, lookalike and broad
- Creative variations produced and rotated before fatigue
- Pixel and Conversions API set up properly
- Retargeting sequences by depth of engagement
- Lead form and landing page split testing
Across both
- Conversion tracking verified against real enquiries
- Call tracking where the phone is a main channel
- Lead quality scored and fed back into targeting
- Weekly optimisation with changes logged
- Monthly report on cost per qualified lead
- A standing call to review and plan
How does the first ninety days work?
Fix the tracking, rebuild the structure, launch with controlled budget, then scale only where cost per lead holds. Increasing spend before the measurement is trustworthy is the fastest way to waste money.
- Week 1
Audit and fix tracking
We check what your conversions are actually counting. In most accounts we audit, a meaningful share are page views, duplicate submissions or spam rather than genuine enquiries.
- Week 1 to 3
Rebuild the account
Structure by intent, ad copy matched to the search, negative keywords applied from day one, and audiences built rather than inherited from whatever was there before.
- Week 3 to 6
Launch and learn
Controlled budget while the platform learns and we gather search term data. Resisting the urge to change everything daily during this phase is most of the skill.
- Month 2 onward
Scale what holds
Budget increased only where cost per qualified lead stays inside target. Lead quality data from your side drives targeting changes rather than platform reported conversions alone.
How much does ads management cost?
Flat management fees from around 800 dollars a month for a single platform, up to 2,500 for multi platform accounts with creative production. Ad spend is separate and paid directly by you.
We do not take a percentage of spend by default. A percentage model quietly rewards an agency for spending more of your budget, which is the wrong incentive on almost every account.
| Scope | Monthly fee | Suggested minimum spend | Includes |
|---|---|---|---|
| Google Ads only | $800 to $1,500 | $1,500 a month | Search and remarketing, weekly optimisation, reporting |
| Meta Ads only | $800 to $1,500 | $1,000 a month | Campaign build, audience testing, creative rotation |
| Both platforms | $1,500 to $2,500 | $2,500 a month | Full management across search and social with shared reporting |
| Ecommerce | $1,500 to $3,000 | $3,000 a month | Shopping, feed management, Performance Max, retargeting |
| Audit only | $900 one time | None | Full account review with a written fix list |
Suggested minimums are the point below which there is not enough data to optimise properly. Spending less does not reduce risk, it just delays learning.
What should I look for in an ads agency?
Who owns the account, how they charge, what they report on, and whether they will show you the changes they make. Those four questions separate most agencies faster than any case study.
| Comparison point | Wide Ripples Digital | What to watch out for |
|---|---|---|
| Account ownership | Created in your name, you keep the data | Agency owned, lost entirely when you leave |
| Fee structure | Flat fee scoped to the work | Percentage of spend, which rewards spending more |
| Ad spend | Paid by you directly to the platform | Billed through the agency, sometimes with a markup |
| Reporting | Cost per qualified lead, verified against your CRM | Platform reported conversions taken at face value |
| Transparency | Change log you can read any time | A monthly summary and no visibility |
| Commitment | Month to month after 90 days | Twelve month minimum |
How closely is the account managed?
Weekly in the account, monthly on a call with you, and a change log you can read at any time. Small accounts do not need daily changes, and making them usually harms performance.
Over management is a real problem in paid advertising. Both platforms need time to learn, and an agency changing bids every day to look busy will usually produce worse results than one changing them weekly with a reason.
- Search terms and optimisation
- Weekly
- Report and strategy call
- Monthly
- Markup on spend
- 0%
- Accounts, pixels and audiences
- Yours
Paid advertising questions
The free audit reviews your current account and tells you what is being wasted, whether or not you hire us.
Ask us directlyHow much should I spend on ads?
Enough to gather usable data within four weeks. For most Canadian service businesses that is 1,500 to 3,000 dollars a month on Google or 1,000 to 2,500 on Meta. Below that the account never leaves the learning phase and the results stay unreadable.
Google or Meta, which should I start with?
Google if people actively search for what you do, because you are capturing demand that already exists. Meta if the need is not something people search for, or if the offer is visual and impulse driven. Most service businesses in Canada should start with Google.
Why did my costs go up without more leads?
Usually one of four things: competitors bidding more aggressively, creative fatigue on Meta, a broadening match type pulling in irrelevant searches, or a tracking change that made the platform optimise toward the wrong signal. The audit identifies which.
Do you handle the landing pages too?
We can, and it is quoted separately because it is different work. It matters more than most people expect. Sending paid traffic to a homepage rather than a purpose built page is one of the most common and most expensive mistakes in a paid account.
What is Performance Max and should I use it?
It is Google automating placement across its inventory. It works well for ecommerce with a good feed and enough conversion data. For lead generation it can be very opaque and often eats budget on low quality traffic unless it is constrained carefully. We use it selectively.
How quickly can I expect leads?
Google Search typically produces enquiries in the first week because it captures existing demand. Meta usually takes one to two weeks while the platform learns who responds. Getting cost per lead down to a stable, repeatable number takes longer, usually six to ten weeks.
Do I keep the account if we part ways?
Yes. Every account is created under your business with you as owner and we work inside it with our own access. Your pixel history, conversion data and audiences stay with you, so nothing has to be rebuilt from zero.
Services that work well alongside this one
- Lead Generation & ConversionThe full path from ad to enquiry to follow up.
- Optimized Landing PagesWhere the paid traffic should be landing.
- A/B TestingTesting pages and offers rather than guessing.
- PPC AgencyOur wider paid search work and how it is run.
- Campaign Tracking & ReportingMaking sure the conversion numbers are real.
- Social Media MarketingThe organic content that makes paid social cheaper.
Find out what your ad account is actually wasting
Give us read access and we will review your structure, your search terms, your tracking and your landing pages, then tell you what is being spent on traffic that could never convert. No charge, and the findings are yours.