Digital advertising strategy and campaign management.
We plan campaigns across Google, Meta, TikTok and other advertising channels, aligning audiences, media spend, creative and conversion data to improve performance.
Example of how the service works; data is illustrative.
What’s included
What the work includes.
Performance ads, creative testing and measurement.
Account & campaign setup
We organise account structure, bidding and audiences around your goals.
Creative development and testing
We develop image, video and copy alternatives, using test results to refine the creative.
Measurement infrastructure
We review GA4, server-side tracking, CAPI and UTM setup to identify gaps in measurement.
Performance reporting
We track spend, cost per conversion and ad revenue through a shared reporting process.
Some of the brands we’ve worked with
Service scope
Advertising channels and service scope.
We choose channels around your goals and audience, then plan campaigns, creative and measurement for each.
Google Ads
We plan Search, Display, YouTube, Shopping and Performance Max campaigns around your goals, reviewing search terms, product data and conversion tracking to improve them.
- Search
- Display
- YouTube
- PMax
- Shopping
- App
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- Search Ads: For the keywords you choose, your ad can appear above the results at the moment someone searches.
- Performance Max: Search, YouTube, Gmail, Display and Discover run together in a single campaign.
- Display Network (GDN): Broad reach across websites and apps to build brand awareness.
- App campaigns: Campaigns built to grow app installs, in-app engagement and retention.
- Remarketing: Visitors who left without buying are reached again.
- Conversion tracking: Clicks and sales are measured with conversion tags, and budget follows conversion data.
Yandex Ads & programmatic
Regional and segment-based targeting in Yandex Direct, with cost control for brands opening up Eastern Europe and CIS markets. On the programmatic side, inventory selection, bidding strategy and frequency management through Criteo, RTB House and DV360.
- Yandex Direct
- Criteo
- RTB House
- DV360
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- Yandex ad formats: Beyond search ads, we use the Yandex Advertising Network (YAN), Smart Banners and dynamic product ads.
- Regional targeting: Yandex’s location and behavioural targeting shows ads to users more likely to be interested in the product.
- CPC and budget control: Cost per click, conversion rate and ROI are tracked together, and budget is adjusted on all three.
- Yandex Metrica: Site traffic is analysed in Metrica, and each campaign’s contribution to sales is reported with measured data.
- Programmatic buying: Display, video and native inventory is bought automatically through Criteo, RTB House and DV360.
- In-flight optimisation: Behavioural, demographic and location targeting is adjusted on incoming data throughout the campaign.
Meta Ads
We set up Facebook and Instagram catalogue, retargeting and Advantage+ campaigns for your products and audience, test pixel and Conversions API setup, and refresh creative using campaign results.
- Reels
- Advantage+
- CAPI
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- Ad formats: Feed, Stories, Reels, Carousel and video ads are planned together rather than relying on one format.
- Targeting: The audience is analysed, and ads reach prospects based on interest and behaviour signals.
- Pixel and CAPI: Conversion tracking is set up with Meta Pixel and the Conversions API before any campaign launches.
- Audience segmentation: The audience is split by funnel stage, and each segment gets its own message.
- A/B testing and scaling: Once creative and audience tests settle, budget moves to the winning setup.
- ROAS-led budgeting: Low-return spend is reduced, and results are judged by return on ad spend (ROAS) in regular reports.
TikTok Ads
We plan short-video campaigns and creative tests for TikTok. With the required permissions, we use suitable creator videos as Spark Ads and track website conversions and TikTok Shop results where supported.
- Spark Ads
- TikTok Shop
- In-Feed
- UGC
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- Spark Ads: An organic video from the brand or a creator runs as an ad, keeping its engagement.
- Vertical video and hook tests: Vertical video creative is produced, and different openings in the first seconds are tested against each other.
- TikTok Shop and site campaigns: Traffic and conversion campaigns point to TikTok Shop or to your online store.
- TikTok Pixel and events: The pixel and conversion events are set up and tested before campaigns launch.
- Trend and sound tracking: Sound and format trends on the platform are followed, and the ones that suit the brand go into the creative plan.
- Performance reports: Views, clicks and conversions are shared in weekly and monthly reports.
LinkedIn & other platforms
We plan LinkedIn campaigns by industry, company and role, assessing enquiries with feedback from your sales team. We recommend additional channels such as Pinterest, Snapchat, X and YouTube based on audience and campaign needs.
- Snapchat
- X
- YouTube
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- B2B targeting: Targeting by job title, sector and company puts ads in front of decision-makers.
- Lead Gen forms: Sign-ups are collected in a form without leaving LinkedIn; lead quality is watched before lead volume.
- Announcements and hiring: Corporate announcements and job postings reach a wider professional audience through targeted ads.
- Thought-leadership distribution: Company and leadership content is put in front of target job titles through sponsored distribution.
- Pinterest and Snapchat: Opened when needed and connected to the same measurement stack as the other channels.
- X and YouTube: Announcement, video and retargeting campaigns are tracked in the same reporting routine.
Official partnerships
Official partner on the four major ad platforms.
We apply our Google, Meta, TikTok and Yandex experience to account setup, campaign management and measurement.
Google Premier Partner
Google Ads campaign management and measurement.
Meta Business Partner
Planning and managing Facebook and Instagram advertising.
TikTok Marketing Partner
Content production and advertising for TikTok.
Yandex Ads Partner
Yandex Direct campaigns and media planning for each market.
Why BBCo
What guides our account management?
Three working principles on channel choice, localisation and budget testing.
From Google to Yandex, one team.
Official partner on Google, Meta, TikTok and Yandex; Criteo, RTB House and DV360 run by the same team for programmatic. Channel choice follows your data, not agency habit.
Each market’s own offer and creative language.
From Germany to the US, Romania to the Gulf, ads are localised, not translated. With our e-export team, the offer, visual language and payment habits are set per market.
Budget moves on test results.
Once channel, audience and creative tests gather enough data, budget shifts to the setup with the lower cost per conversion. Searches and audiences competitors leave empty go into testing too.
Challenges and our approach
Common business needs.
We review your current position, identify priorities and develop a plan for your needs.
We review targeting, ad messaging, landing pages, offers and tracking together, then prioritise issues and plan controlled tests across campaigns and the website.
- Cold / warm / hot audience split
- Dynamic retargeting for cart abandoners
- Revenue contribution reported per channel
Approach
From setup to ongoing optimisation.
Four areas we address during initial campaign setup and ongoing management.
Initial setup
- Report structure and goals
- Events and conversion definitions
- Initial messaging and creative
- Initial plan by channel
Ongoing management
- Regular reports and performance reviews
- Review of GA4 and platform data
- Creative tests and content refreshes
- Updates based on costs, revenue and goals
Process
How we work.
Who it fits
Who we can help.
- Brands seeking more effective use of their advertising budget
- Teams looking to evaluate campaigns and conversion data together
- Businesses needing media planning, creative and measurement support
The BBCo difference
Reporting that helps decide the next step.
We review spend, cost per conversion and advertising revenue together to decide which creative to refresh, which campaigns to pause and where to allocate budget.
FAQs
Frequently asked questions
If your question isn’t answered here, write to us through the form at the end of the page and our team will get back to you.
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Our other services
Social Media ManagementContent strategy, production and community management.
AI StudioAI-assisted imagery, video and content production.
GEO-SEO-AEOTechnical SEO, content strategy and AI search visibility.
Marketplace ManagementListing, marketplace ads, pricing and stock management.
E-ExportTarget country, market research, warehouse setup, and marketplace and ad management.
AI TransformationProcess analysis, custom assistants, automation and training.
Web & AppCorporate sites, Shopify, landing pages and mobile apps.
Digital marketing
Let’s discuss your advertising.
Tell us what you need in a few sentences. Our team will get in touch.