Digital Marketing Services

What we do

Paid search

Capturing people already looking for what you sell. Search is usually the highest-intent channel available and the easiest to measure, which makes it the sensible place to start for most businesses — provided the account is structured around intent rather than a keyword dump.

Paid social

Creating demand rather than capturing it — reaching people who weren't searching that day, based on who they are and how they behave. It rewards strong creative far more than search does, and it needs different expectations: a longer path to conversion and more emphasis on nurturing.

Landing pages

Purpose-built pages for a campaign, product or audience, built to load fast and convert. We build these ourselves rather than handing specifications to someone else, which removes the usual delay between wanting to test something and being able to.

Conversion tracking and analytics

Proper measurement: events defined around real business outcomes, tracking that survives modern privacy restrictions as well as it can, and reporting that ties back to leads and revenue rather than platform-reported conversions taken at face value.

Email and retention

Sequences that convert the majority of leads who don't buy immediately, and keep existing customers returning — usually the cheapest revenue available and the most consistently neglected.

Measure on revenue, not clicks

Almost every underperforming marketing budget shares one root cause: the numbers being optimised aren't the numbers that matter. Platforms report what makes them look effective — impressions, clicks, cost per click, platform-attributed conversions — and each ad platform will happily claim the same conversion. Optimise to those and you reliably end up buying cheap traffic that doesn't convert.

The alternative requires a bit of plumbing but changes everything. Define the events that actually represent value — a qualified lead, a booked demo, a sale — and track them through to the CRM so you can see which campaign produced revenue, not just which produced form fills. Once that exists, decisions become obvious: the campaign with the higher cost per lead but a much better close rate is the one to scale, and the cheap channel filling the pipeline with unqualified enquiries gets cut. Without it, you're comparing channels on a metric that has no relationship to the outcome you care about.

Most campaigns fail on the landing page, not the ad

When a campaign underperforms, the instinct is to blame targeting or creative and start rewriting ads. More often the ad did its job — someone interested clicked — and the page lost them.

The usual causes are consistent. The page is slow, particularly on mobile, and a meaningful share of visitors leave before it renders. The page doesn't match the ad, so the visitor has to work out whether they're in the right place. The offer is buried below several paragraphs of company background. The form asks for eight fields when three would do. Or there's no clear next step at all — just information and an invitation to browse.

Fixing these usually produces a larger improvement than any amount of ad optimisation, because you're recovering people you already paid for. It's also why we build the pages rather than treating them as someone else's problem: the ad and the page are one system, and splitting them across two suppliers is how campaigns quietly underperform for months.

Who we work with

• Businesses with a working product and inconsistent lead flow
• Companies spending on ads without knowing what produces revenue
• Teams launching a product, location or market
• Baxance clients wanting the site, CRM and marketing from one team

Why choose Baxance

• We build the landing pages and the tracking, not just the ads
• Reporting on cost per qualified lead and per customer
• Attribution that survives into the CRM
• Straight advice on channels, including when to spend less
• Paired with SEO so paid isn't your only source forever
• You own the accounts, data and creative

Choosing channels and setting a realistic budget

The right channel mix depends mostly on whether demand for what you sell already exists. If people are actively searching for your product or service, search captures that intent and is usually the fastest route to measurable return. If they aren't — a new category, a product people don't know to look for, or a decision triggered by circumstance rather than search — then paid social and content have to create the demand first, which takes longer and is measured differently.

Budget should be set by what it takes to learn, not by what feels comfortable. Every paid channel needs enough conversions to distinguish signal from noise; below that threshold you're not running a small campaign, you're running an unreadable one, and you'll draw conclusions from data that can't support them. It is consistently better to fund one channel properly for three months than to spread the same money across four channels and learn nothing about any of them.

There's also a sequencing argument. Paid channels stop the moment you stop paying, while SEO and content compound but take months to arrive. The pragmatic pattern for most businesses is to use paid to generate immediate, measurable demand and fund the organic work in parallel, so that over a year or two a growing share of enquiries comes from channels you own rather than rent.

How engagements work

We start by reviewing what you're running now, what it costs and what it actually produces — which frequently requires fixing measurement before any judgement is possible. Then we agree targets in business terms, structure the accounts, build the pages, and launch deliberately: a controlled starting budget, clear tests, and scale applied to what demonstrably works.

Reporting is monthly on the metrics that matter, with the account and data in your ownership throughout. Explore the wider IT and marketing services, or see the sector-specific version in real estate marketing.

Frequently asked questions

What does your digital marketing service include?

Paid search and paid social, landing page design and build, conversion tracking and analytics, and email or retention sequences — measured on leads and revenue.

How do you measure success?

On cost per qualified lead and cost per customer, tracked through to the CRM — not impressions, clicks or platform-reported conversions taken at face value.

Do you build the landing pages too?

Yes. The ad and the page are one system; we build both so tests can ship quickly and campaigns don't underperform because of a page nobody can change.

How much should we spend?

Enough to gather meaningful data in your market, then scale what works. We'd rather start controlled and prove the return than commit a large budget before the measurement is trustworthy.

Do we own the ad accounts and data?

Yes. Accounts, data and creative remain yours, so you're never dependent on us to keep running.