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What this category actually covers

It spans Google Ads (search and display advertising), social media advertising (Facebook, Instagram, TikTok and similar platforms), and broader paid campaign management, planning and running a coordinated spend across more than one platform at once. Some agencies specialise in one platform, others manage several together, worth asking which fits your actual goals.

Choosing a provider: what to look for

Ask for an example of a past campaign, including the actual results, not just the creative they made, results are the point of paid media, not how the ads looked. Ask how often they review and adjust a running campaign, daily attention matters far more here than a set-and-forget setup. And ask how they report back to you, you should be able to see what is being spent and what it is producing without having to ask for it every time.

What affects the cost

Ad spend and agency fees are usually separate, get clarity on both, the platform own advertising costs versus what you are paying the agency to manage it. The number of platforms being managed at once, and how much ongoing creative (new ad images, video, copy) is needed, both move the agency fee. Compare quotes from a couple of agencies on BusinessLinq so you understand both sides of the cost before committing any spend.

What to expect: the process

A serious agency will want to understand your goals and typical customer before proposing a platform and budget, not just start spending immediately. Some early signals show within days, but meaningful results usually take a few weeks as a campaign has time to find its footing and get optimised. Expect regular reporting, weekly at minimum, showing what is actually happening with the money being spent.

Common mistakes to avoid

Judging a campaign after only a few days is the most common way to pull the plug too early, most platforms need time to learn who to show your ads to before performance settles down. Handing over a budget with no agreed reporting rhythm means problems can run for weeks before anyone notices, agree upfront how often you will see the numbers. And chasing the platform that is trending rather than the one your actual customers use is a common way to spend well while reaching the wrong people entirely. Sending paid traffic to a slow or confusing page is another quiet budget drain, the ad can do its job perfectly and still waste the spend if the landing page loses people once they arrive.

Paid Media: common questions