Google & Facebook Ads

Paid advertising gives businesses immediate visibility at every stage of the customer journey. Organic rankings build trust over months; paid campaigns deliver qualified traffic from day one and fill the top of the funnel while SEO compounds in the background. Cybis Technologies has managed Google Ads and Meta Ads accounts for clients in the UAE, UK, US, and Pakistan since 2015 — e-commerce stores, lead generation funnels, SaaS companies, local service businesses, and consumer brands across more than ten industries. In that time we have overseen six-figure annual budgets, full-funnel campaigns from first impression to purchase, and built repeatable playbooks for competitive markets where cost-per-click sits well above regional averages. Every account we manage is linked to a clear performance target — cost per lead, ROAS, or cost per acquisition — not vanity metrics like clicks or impressions. For a 2026 comparison of intent versus interruption, read Google Ads vs Facebook Ads for better ROAS. Request a free ads audit below, explore all digital services, or learn about the studio.

Google Ads is the largest paid search platform in the world and the most efficient channel for capturing commercial intent. When a potential buyer types a query into Google they are signalling exactly what they want — your ad can appear at that precise moment. Search campaigns use a match-type strategy that targets exact, phrase, and broad-match variants while excluding irrelevant queries through a curated negative keyword list built and refined over every account we inherit or launch. Display campaigns extend your brand across millions of websites in the Google Display Network, ideal for awareness, brand recall, and keeping your offer front-of-mind during the research phase. Shopping campaigns connect your product catalogue — managed through Google Merchant Center — to search results with product images, prices, and seller ratings, making them the highest-converting ad format for e-commerce. YouTube Ads reach in-stream audiences with TrueView and Bumper formats, building brand recall at CPV rates often under $0.03. Performance Max, Google's newest campaign type, uses AI to allocate budget across all Google inventory — Search, Display, YouTube, Gmail, Maps, and Discover — from a single campaign using structured asset groups and audience signals we configure on your behalf.

Meta Ads Manager unifies advertising across Facebook and Instagram. Unlike search campaigns that intercept existing demand, Meta campaigns create demand by reaching people who match your ideal customer profile before they are actively searching. Interest targeting layers behaviours, demographics, and declared interests to build precise cold audiences. Lookalike Audiences extend reach to users who share characteristics with your existing buyers, subscribers, or app users — typically outperforming broad interest-only targeting within 30 days of sufficient conversion data. Lead Generation campaigns use native forms that open inside Facebook or Instagram without requiring the user to leave the app, achieving lower cost-per-lead on mobile than many external landing page funnels. Retargeting sequences re-engage visitors who viewed a product, added to cart, or watched a video, with creative tailored to where they are in the purchase journey. Story and Reel placements deliver short-form video at peak engagement windows; Carousel and Collection ads work best for catalogues and product discovery across both platforms.

Beyond Google and Meta, we manage TikTok Ads for consumer brands where short-form video is the primary discovery channel — particularly effective for fashion, beauty, food, and lifestyle verticals reaching audiences aged 18 to 34. LinkedIn Ads serve B2B companies targeting job titles, seniority levels, company sizes, and industries with Sponsored Content, Message Ads, and Lead Gen Forms that connect directly to CRM systems. The full-funnel view matters most: awareness campaigns on YouTube, Display, and TikTok introduce your brand at scale; consideration campaigns on Meta traffic and engagement objectives and YouTube retargeting nurture interest; conversion campaigns on Google Search, Shopping, Meta conversion, and cross-platform retargeting close the sale. Running only bottom-funnel campaigns starves the acquisition pipeline; running only awareness without a clear conversion path wastes spend. We plan the full funnel first, then allocate budget to each stage based on your average sales cycle, current brand awareness, and the competitive landscape in your market.

Ad creative is often the single largest lever for improving campaign performance. Our paid media team writes ad copy — headlines, descriptions, and call-to-action text — optimised for quality score and relevance score, not solely click-through rate. For Meta, TikTok, and Display placements we produce static image creatives, basic motion graphics, and light video editing from supplied footage or licensed stock assets. Every campaign launches with at minimum two creative variants per ad set so we can A/B test headlines against one another and visuals against one another simultaneously from the first week. After the learning phase, winning variants are iterated and extended; losing variants are paused and the learnings fed into the next creative cycle. Ad fatigue — where audiences stop responding to repeated exposure to the same creative — is tracked through frequency and engagement metrics, and creative refresh cycles are planned four to six weeks ahead of projected decline.

Accurate measurement is the foundation of every paid media programme we run. We implement Google Tag Manager to fire Google Ads conversion tags, GA4 events, and Meta Pixel events from a single container — no developer deploy required for each tracking change. GA4 provides cross-channel attribution, user journey reporting, and audience exports for remarketing; Meta Pixel feeds Facebook's delivery algorithm with the conversion signals that are essential for campaign optimisation beyond the learning phase. Remarketing audiences — site visitors, cart abandoners, specific page viewers, and video watchers — are built in both Google and Meta and refreshed automatically via the pixel and Tag Manager triggers. For Shopping accounts we manage the Merchant Center product feed, resolve feed errors that suppress products from appearing in results, and submit supplementary feeds for sale prices and custom labels used in Performance Max asset groups. Monthly reports cover CPC, CTR, conversion rate, CPA, ROAS, impression share, and quality score with written commentary explaining what changed, why it changed, and what we will test in the next period. Budget pacing is reviewed weekly and flagged to you if a campaign is materially under- or over-delivering against the monthly target.

New campaigns enter a learning phase typically lasting two to four weeks, during which Google's Smart Bidding and Meta's delivery system gather conversion data. CPA figures are elevated and performance appears inconsistent during this window — this is normal and we brief every client before launch so there are no surprises. Exiting the learning phase requires a minimum of 50 conversions per campaign per month; we recommend budgets that make that threshold feasible from launch day. Landing pages are as important as the ad itself: a well-structured campaign sending traffic to a slow, unclear, or message-mismatched page will underperform regardless of bid strategy. We audit landing pages before launch and can engage the web design and development team to build dedicated paid-traffic landing pages when the existing site cannot support the campaign goal. Organic content created for social media — video views, page engagement, and website visitors — builds the warm custom audiences used in Meta retargeting campaigns, directly reducing cold-audience CPAs. SEO and organic search reduce your dependence on paid traffic over time; the two channels complement rather than compete, with paid data informing which keywords are worth targeting organically and organic authority improving ad quality scores. Request a free ads audit below — we review live accounts or propose a launch strategy for new advertisers and deliver a prioritised improvement report within 48 hours.