Paid Media

Our Expertise

Paid media, measured on sales.

We build campaigns judged by what they return, not by clicks. We increase investment only where it's working.

Every campaign is built around your commercial goals and tied back to revenue – so you always know what your budget is delivering.

Data-powered strategy

Strong campaigns aren't just about traffic. The best results come from looking at the full picture: the first advert someone sees, the landing page, the checkout, the follow-up. We look at all of it, not just the ad.

We measure against commercial outcomes, not platform metrics. The aim is sustainable growth, with spend judged on revenue rather than clicks.

  • 250+

    stores delivered

    We’ve built and supported hundreds of businesses at very different stages, across a wide range of sectors.

  • £20m+

    monthly revenue supported

    Stores we build, support and scale turn into profitable success stories.

  • Top 1.5%

    of Shopify agencies worldwide

    Glaze is trusted by Shopify to support more complex and high-growth businesses.

How we run paid media

  • Review

    We review current performance, analytics and competitor activity to identify opportunities, priorities and the strongest direction for paid media.

  • Strategy

    We develop a paid media strategy with clear objectives, audience targeting, channel selection and measurable KPIs for success.

  • Create

    We build, review and refine campaigns with stakeholders before launch, ensuring accurate tracking and measurement from day one.

  • Launch

    Campaigns go live with ongoing monitoring, optimisation and reporting against agreed KPIs to maximise performance and return.

  • Scale

    We scale successful campaigns, test new opportunities and continually optimise investment to drive stronger long-term results.

Audiences

We integrate Google, Meta and Klaviyo to create rich audiences that can be shared across platforms for improved targeting. For example if a customer has purchased a fragrance we can send a replenishment email and run a replenishment ad on Meta targeting the same customer even if the customer isn’t known on Meta by sharing Klaviyo audiences.”

Full funnel marketing

We run campaigns targeting the full customer lifecycle. This enables us to deliver separate messages to hot, warm and cold audiences so we can send the right message to the right audience at the right time.

1

Paid Search (Google)

Best for capturing active intent, so it works hardest at acquisition and conversion. At acquisition, Performance Max and broad Search reach people already searching for your products. Through conversion, brand and shopping campaigns catch warmer, in-market visitors. For remarketing, shopping and search bid adjustments re-engage those who browsed or abandoned without buying. It plays a smaller role in retention, where owned channels reach existing customers more efficiently.

2

Paid Social (Meta)

Your discovery and trust-building channel, strongest at the top and middle of the funnel. At acquisition, value-based lookalikes find new prospects who resemble your best customers. In conversion, you retarget recent engagers and video viewers with creative that builds trust and handles objections. Remarketing narrows to people who started checkout but didn't finish, usually with an added incentive. For retention, custom audiences of past buyers power cross-sell campaigns to drive repeat purchases.

3

Retention (Email / Klaviyo)

The owned channel that ties every stage together through automated flows. A welcome flow warms up new subscribers at acquisition, browse and site-abandon flows nudge interested visitors toward conversion, and cart and checkout flows recover near-misses at remarketing. Retention itself is the core strength: post-purchase, winback, and cross-sell flows keep recent buyers engaged, re-activate lapsed ones, and encourage repeat and complementary purchases.

Featured Case Study

The Skin Nerd 

As AI-powered search eroded organic traffic, The Skin Nerd, one of Ireland’s leading skincare retailers, needed Google Ads to carry more of the commercial load. Here’s how Glaze rebuilt the account to drive 46.1% of ecommerce revenue at 23.9% blended ROAS.

The commercial growth has been significant, giving us a stronger basis for investment, with impact extending well beyond Google Search into other channels and the wider business. 

  • 46.1%

    of ecommerce revenue now generated from Google Ads 

  • 23.9x

    blended return on ad spend 

  • 75%

    reduction in brand campaign spend 

Common questions

Which channels do you run?

Google (Search, Shopping and Performance Max) and Meta (Facebook and Instagram) are the core of almost every account we manage, because that’s where ecommerce demand and discovery actually happen. We’ll add YouTube, TikTok or Microsoft Ads where there’s a clear case for it, but we don’t spread the budget across channels for the sake of it.

How do you measure success?

It depends on the business. Before we spend anything we agree with you which metrics actually matter, because a brand launching a new product has different priorities to one protecting margin on an established range. In most accounts we focus on ROAS, cost per acquisition and marketing efficiency ratio (total revenue against total ad spend), reported together so you can see whether ads are growing the business as a whole rather than just performing well in isolation.

What budget do we need to get started?

We start at a level you’re comfortable with. The first phase is about collecting clean data on what’s working: which products, audiences and creative are driving profitable sales. Once we have that, we scale spend into the areas that are performing and cut the ones that aren’t. Budgets grow because the results justify it, not because we’ve asked for more upfront.

We’ve run ads before and they didn’t work. What would be different?

Usually one of three things has gone wrong: tracking that undercounts conversions, so decisions get made on bad data; campaign structure that lets the platforms chase cheap repeat buyers instead of new customers; or creative that was never tested properly. We audit all three before we spend anything, and most accounts we take over have at least one of them wrong.

How quickly will we see results?

Search and Shopping typically show returns within the first few weeks because they capture existing demand. Meta prospecting takes longer, usually a quarter of structured creative testing before you have a repeatable set of winning angles. We’ll set expectations by channel at the outset and report monthly against them, so you always know what phase the account is in.

Will paid ads cannibalise sales we’d have got anyway?

It’s a real risk if the account is structured badly, particularly with brand search and broad Performance Max campaigns. We separate brand from non-brand, exclude existing customers from prospecting campaigns, and use incrementality checks to make sure spend is driving new revenue rather than paying for sales that would have happened regardless.