Knowledge
Catalogue

Our onboarding process begins with a formal discovery audit of your existing marketing footprint, followed by granting delegate access to your Google advertising and analytics tools, signing off on agreed campaign goals and budgets, and deploying our baseline conversion tracking framework across your digital assets.

Clients provide standard delegate or administrator access to Google Ads, Google Analytics 4 (GA4), Google Tag Manager (GTM), Google Search Console, and administrative access to their website content management system (such as WordPress, Shopify, or Next.js codebases) for tracking script implementation.

Yes. You maintain 100% full ownership of your Google Ads, Analytics, Merchant Center, and website accounts at all times. Casson Media operates solely through designated manager account (MCC) delegation.

Prior to campaign launch, we require confirmed monthly ad spend budgets, approved target services/locations, brand assets, verified conversion tracking goals, and completion of the technical account audit.

Your account is managed directly by senior search marketing strategists with over a decade of technical experience. We do not pass clients off to junior account managers, interns, or offshore fulfilment centres.

We maintain direct, streamlined communications via direct WhatsApp channels for real-time tactical updates, scheduled email briefs, and recorded Google Meet technical strategy sessions.

Yes. We perform technical account audits that evaluate search query relevance, negative keyword coverage, conversion tracking fidelity, wasted ad spend, and search impression share gaps.

Your historical campaign data is completely preserved. We audit past campaign learning, conversion actions, and search term histories to avoid repeating past mistakes and build upon previous successes.

Casson Media operates on a clear, tiered pricing model: a fixed management fee of R10,000 ZAR per month for ad budgets under R100,000 ZAR, and a 10% commission on ad spend for monthly advertising budgets exceeding R100,000 ZAR.

Ad spend is paid directly to Google via your own company credit card or billing profile linked inside Google Ads. Casson Media invoices separately for professional management and optimisation services.

No. Casson Media offers flexible month-to-month contracts. We believe client retention should be earned through consistent performance, transparent reporting, and demonstrable return on ad spend.

Our ad-hoc consulting, advanced architectural web development, and technical SEO advisory rate is R2,500 ZAR per hour.

Standard campaign builds and baseline tracking configurations are covered within our initial onboarding agreement, with transparent quotes provided upfront for complex custom CRM pipelines or LMS integrations.

Each industry has different auction requirements and different minimum spend thresholds to achieve performance. However, you should never be spending less than R3,000 per month or R100 per day. Google Ads will indicate if a budget is below a spend threshold once the ads start running.

Standard cancellations or pauses require notification prior to the 15th of the active month to take effect at the conclusion of that calendar month.

Standard monthly summaries and review calls are included in management retainers; dedicated custom Looker Studio real-time dashboards can be provisioned as an optional add-on for a nominal monthly fee.

Once all platform access, tracking infrastructure, and creative/copy approvals are completed, standard Search and Performance Max campaigns launch within 5 to 7 business days.

Google Ads algorithms require an undisturbed 14-day learning phase to optimise for intent patterns, audience signals, and conversion rates. Significant structural changes during this period are avoided to prevent resetting learning models.

Search campaigns generate high-intent traffic and immediate inbound leads within the first 48 to 72 hours of activation, with cost per acquisition typically stabilising as conversion data matures over 30 to 60 days.

A full conversion tracking and Google Analytics 4 audit is typically conducted and delivered within 3 to 5 business days from receiving verified backend access.

Standard copy adjustments, asset group iterations, and landing page conversion adjustments are implemented within 24 to 48 business hours.

Technical indexation, schema validation, and Core Web Vitals fixes reflect in Google Search Console within 2 to 4 weeks, with significant organic search and AI Overviews visibility growth maturing over 3 to 6 months.

Comprehensive web redesigns and headless Next.js platforms range between 4 to 8 weeks depending on custom integrations, schema complexity, and database requirements.

Routine operational queries receive response within same-day business hours, while critical ad disruptions or tracking anomalies are prioritised for immediate same-day remediation.

Casson Media brings over 15 years of deep expertise across Google Ads Search, Performance Max, Display, Demand Generation, Local Services, and YouTube campaigns, managed personally by recognised search strategist Bryan Casson.

We manage high-stakes search campaigns across Healthcare & Telehealth, Luxury Residential Real Estate, Niche B2B Industrial & Scientific Equipment, Legal, Professional Services, and Franchise Multi-Location Retail.

We enforce strict compliance protocols by targeting intent-driven non-restricted terms (such as 'doctor near me' or 'consult online'), avoiding banned condition/pharmaceutical triggers, leveraging radius targeting, and structuring post-login patient onboarding to safeguard accounts from suspension.

We structure semantic knowledge graphs, complete JSON-LD schema markup, server-side rendering, and authoritative entity relationships designed specifically to feed Google AI Overviews, Perplexity, and search LLMs.

Because B2B search volumes are low and high-cost equipment requires specialised validation, we avoid high-waste broad matches in favour of hyper-targeted exact phrase search campaigns, demand generation billboards, and rigorous negative keyword filtering.

Our leadership actively participates in exclusive agency forums—including Google EMEA Emerging Markets Executive Circles—and continuously runs internal testing environments on live campaigns.

Our practice maintains full Google Partner certification across Search, Measurement, Display, and Video, complemented by decades of web engineering and conversion rate optimisation (CRO) expertise.

Yes. We manage multi-store brand networks (such as national optical and retail chains), implementing branch-level radius targeting, localised budget allocation sheets, and store-visit attribution modelling.

We configure container architectures within GTM to capture granular interaction events—including form submissions, phone call clicks, WhatsApp chats, and checkout events—and route them to GA4 with proper data-layer variables.

Yes. By deploying Google Click ID (GCLID) capture into CRM platforms (such as HubSpot, Salesforce, or Zoho) and importing closed deals back into Google Ads via Enhanced Conversions or offline conversion imports, we track revenue directly to specific campaigns and search terms.

We implement dynamic call tracking forwarding numbers and click-to-WhatsApp conversion listeners through GTM, verifying genuine lead triggers while excluding accidental or duplicate clicks.

Schema markup is structured machine-readable code that explicitly tells search engines and AI models what your business, services, pricing, and locations represent, boosting organic rich snippets and AI Overview citations.

We engineer Next.js architectures using Server-Side Rendering (SSR) or Static Site Generation (SSG). This ensures search engine crawlers and AI bots receive fully rendered HTML and metadata rather than blank client-rendered single-page scripts.

Yes. We audit and streamline WordPress databases, eliminate bloated plugins, implement object caching, configure CDNs, and optimise checkout funnels to achieve Core Web Vitals benchmarks and sub-second page loads.

We architect scalable LMS platforms featuring self-paced video modules, automated quiz evaluations, custom certification generation, and administrative progress dashboards, empowering client staff to manage learning programmes independently.

We implement GA4 Ecommerce DataLayer schemas tracking View Item, Add to Cart, Begin Checkout, and Purchase events with item-level SKU, category, and revenue values to power Target ROAS bidding.

We prioritise commercially meaningful metrics: Qualified Lead Volume, Cost Per Acquisition (CPA), Return On Ad Spend (ROAS), Conversion Rate, and Search Impression Share, rather than vanity metrics like raw impressions or unqualified clicks.

We validate conversions through qualified confirmation-page actions, form field validation, reCAPTCHA filtering, and by aligning CRM-verified deals against ad data to disqualify spam and non-paying inquiries.

Search campaigns target high-intent users entering specific keywords on Google Search. Performance Max utilises AI audiences across Search, Maps, YouTube, Display, and Gmail to capture demand across multiple touchpoints.

Google delivers ads dynamically based on real-time user intent signals, search history, browsing patterns, and allocated daily budgets. Manually searching repeatedly without clicking signals to Google that the ad is irrelevant to you, suppressing its display on your device.

Campaign accounts are monitored continuously throughout the week, with regular bid adjustments, negative search term curation, audience pruning, and device/location performance audits conducted systematically.

Clients receive monthly performance summaries detailing total ad spend, conversion counts, CPA, and campaign insights, supplemented by scheduled one-on-one video performance reviews.

CPA represents the advertising expenditure required to acquire a single verified conversion or lead. It is calculated by dividing total advertising spend by the number of confirmed conversions generated over a specific timeframe.

Search Impression Share indicates the percentage of total available searches your ad received out of all searches you were eligible to show for. It reveals whether budget caps or low ad rank are causing you to miss qualified prospects.

We calculate ROI by reconciling validated sales revenues closed in your business or CRM against total campaign expenses (ad spend plus management retainers), establishing your exact net yield per advertising dollar.

We execute a root-cause gap analysis: isolating search query irrelevance through negative keyword expansion, refining landing page mobile friction, testing responsive ad headlines, adjusting smart bidding targets, and reallocating budget to highest-performing assets.