01
Google Ads & Paid Search
Account architecture, query mining, bid strategy selection, and ongoing optimization across Search, Performance Max, Demand Gen, and YouTube — built to match how your customers actually buy.
- Search
- PMax
- Demand Gen
- YouTube
Brooklyn, NY · Paid Acquisition
Paid acquisition,
accountable to your
P&L.
Darkshore is a media buying practice for operators who measure marketing in pipeline and revenue. We plan, build, and run paid search and paid social programs end-to-end — and stay close enough to the numbers to defend them.
What we are
A small, hands-on agency — by design.
Most paid-media work is repetitive — except for the small share that matters disproportionately. We take on a limited number of accounts so the senior practitioner reviewing your performance is the same one running your campaigns. There are fewer layers between the decision and the bid.
Our scope is intentionally narrow. Inside paid search and paid social we go deep. Outside of it — content production, organic SEO, brand identity — we'll tell you, and refer you to people who do that work well.
01 / Services
What we operate.
A focused stack of channels and disciplines, run by people who do this work daily.
02
Meta Ads & Paid Social
Facebook and Instagram campaigns structured around audience quality and creative throughput. We test what's worth testing, kill what isn't, and document the patterns so the program compounds.
- Advantage+
03
Lead Generation
Programs designed for sales teams: defining what a qualified lead looks like, instrumenting the funnel to detect it, and optimizing media against pipeline rather than form fills.
- B2B
- Local services
- Home services
04
Tracking & Analytics
Server-side and client-side measurement that survives browser changes. GA4, Meta CAPI, Google Enhanced Conversions, and offline conversion uploads — set up so the platforms see what they need without leaking what they don't.
- GA4
- GTM / sGTM
- CAPI
- Offline conv.
05
Creative Testing
A disciplined cadence for testing ad creative — hypotheses, concepts, iteration, and retirement — coordinated with your in-house team or production partners. We don't produce video, but we know what to ask of it.
- Static
- UGC briefs
- Video iteration
06
Funnel Strategy
Working backward from the offer: landing page logic, form friction, lead routing, and the boring plumbing that decides whether a campaign actually works. We collaborate with your dev or design team where pages need to change.
- LP review
- Offer testing
- CRO support
02 / Engagement
How an engagement runs.
Most accounts move through the same four phases. The work is boring on purpose: predictable structure, room for the parts that aren't.
Phase 01
Audit & baseline
Two-week diagnostic of your accounts, tracking, offers, and reporting. We document what's working, what's broken, and what we'd do differently — with sources, screenshots, and the specific account changes we'd recommend. You keep the audit regardless of whether we work together.
Phase 02
Rebuild & instrument
Restructure accounts where it's warranted. Re-instrument tracking so the platforms and your reporting agree. Establish baseline KPIs and a weekly review cadence. Deliverables and timelines are written down before we touch anything live.
Phase 03
Operate & iterate
The ongoing work: bid management, creative testing, search-term hygiene, audience iteration, landing-page coordination. Weekly written notes, a monthly review with a clear narrative, and an inbox you can use any time the numbers don't look right.
Phase 04
Reforecast & reallocate
Quarterly we step back: budget allocation across channels, what to scale, what to retire, where the next dollar goes. The output is a one-page plan you can defend to whoever signs off on the spend.
03 / Fit
Where we tend to do our best work.
We're a generalist paid-media practice, but the patterns repeat. These are the categories where we've built the most instinct.
- Home & trade services
- Healthcare & clinics
- Legal & professional services
- Local & multi-location retail
- B2B SaaS & software
- E-commerce & DTC
- Education & training
- Financial services
04 / Reporting
Reports that read like a memo, not a dashboard.
We send a weekly written note: what changed, what we did about it, and what we're watching next. Once a month, a longer review tying spend to pipeline or revenue, with the assumptions called out.
Dashboards are part of the work, but they're not the work. A chart with no narrative is hard to act on; a narrative with no numbers is worse. We try to do both.
You retain ownership of every account, pixel, conversion ID, and tracking container we touch. Always.
If your last quarter felt opaque, that's a fixable problem.
Tell us what you're running and what hasn't been working. We'll be honest about whether we're the right fit. No pressure either way.