Markentivo
Service lines
Four service lines, one operating rhythm.
Paid search, paid social, measurement and landing-page work share the same weekly cycle and the same definition of a result. The retainer sets the number of channels in motion; the method does not change when a second platform is added.
01
Paid Search & Shopping
Campaigns are grouped by margin and by how close a query is to a purchase or a booking. Brand terms sit apart from competitive and generic terms so the cost of capturing existing demand is visible. Daily and day-of-week budgets are written as rules, not left as a single monthly cap that the platform can spend in four days.
Negative keywords are reviewed from the search-term report every week. Shopping and Performance Max feeds are checked for identifier gaps, weak titles, missing price or availability, and disapproved items that silently remove products from auction. The weekly note includes wasted spend on queries that will not convert and the actions taken.
What you get
- Account structure map and naming rules
- Bid and budget rules by campaign group
- Weekly search-term and negative review
- Shopping feed error list and fixes in scope
- Change log of bids, budgets and status
02
Paid Social
Meta and LinkedIn are used for prospecting and for remarketing against lists the client already owns. Where a CRM export is available, we build audiences from buyers, qualified leads and excluded customers, then keep those lists on a refresh schedule. Product catalogues are connected when the catalogue quality is high enough to avoid broken cards.
Creative is treated as a queue. Each test has a hypothesis, a minimum delivery window and a stop rule. Frequency and comment volume are watched so ads that have saturated a segment are rotated out before the cost of a result drifts. We do not keep a library of unused concepts sitting in the account without a date attached.
What you get
- Audience map from first-party lists
- Prospecting and remarketing split
- Written creative test queue
- Frequency and fatigue notes
- Up to 4 creative variations per month on Core
03
Analytics & Measurement
GA4 events are named for the actions that finance and sales will accept: a paid order, a booked appointment, a qualified form. We check that the same action is not counted twice in the browser and in a server-side hit. Where a tag manager or server container is already in place, we use it; we do not introduce a second path without a reason written down.
Platform-reported conversions and back-office counts will differ. The work is to keep the gap explainable: view-through windows, delayed orders, call length, and filtered spam. UTM rules stay short so weekly joins do not depend on a new parameter each campaign. A Looker Studio dashboard is maintained as the live view; the monthly PDF is the archive.
What you get
- Event list and naming convention
- UTM rule sheet
- Looker Studio dashboard
- Weekly written summary
- Monthly PDF and change journal
04
Conversion & Landing Pages
Paid traffic is only as useful as the page it lands on. We walk the form and cart steps, time the load on a mid-range connection, and list the fields or clicks that add friction without adding information sales will use. The first edits are usually title, offer clarity, and the length of the form.
A/B tests run one change at a time against a sample size and a stop date agreed in the test queue. Layout work stays inside the pages named in the retainer. We will not use the conversion line as a way to reopen a full site redesign. Single new pages can be commissioned as an add-on when the existing template cannot carry the offer.
What you get
- Form and cart step audit
- Load-time notes on key landing URLs
- Headline and form tests in the queue
- Scoped layout edits on Full Funnel
Add-on
Lifecycle & Email
Welcome series and abandoned-cart or abandoned-enquiry messages are built on the client’s existing email tool. Segments follow purchase or enquiry state, not a long list of interest tags that nobody maintains. Send frequency is set with the client so paid media and inbox traffic are not competing for the same person on the same day.
This line is included on Full Funnel and available as scoped work on Core Performance. We do not take over a full editorial newsletter calendar. The job is the automated paths that recover a click or a cart the paid channels already paid for.
What you get
- Welcome and recovery flows
- Segment rules from order or CRM state
- Frequency cap agreed in writing
- Performance read in the monthly report
Boundaries
What we do not take on
We do not buy SEO links or sell a package of placements dressed up as editorial coverage. Organic search advice that sits next to paid work is limited to title and landing-page notes; it is not a ranking program.
We do not start if the client cannot give access to order or enquiry data. Without that, the platforms will report their own conversions and we would be optimizing to a number finance cannot use. We also decline accounts below the media thresholds published on the pricing page, because the weekly cycle is not economic below that volume.
We do not guarantee positions, a cost per lead, or a return on ad spend. Those figures depend on offer, stock, sales follow-up and season, which sit outside the retainer. If a prospect needs a guaranteed metric in the contract, we will say so in the first reply and decline.
We will decline
- Link-buying or paid “PR placement” packages
- Accounts with no order or enquiry data
- Media budgets below the published threshold
- Contracts that require a guaranteed CPA or ROAS
Pick a retainer that matches the number of channels.
If the scope is still unclear, send the current monthly spend and the result you count. We will say which line fits and what would stay out of scope.