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Scale · Paid advertising, conversion and measurement

Growth that answersto a number.

Scale decides where the next unit of spend goes, and what evidence shows whether it paid back. The number is agreed with you before we start, and reported against every cycle.

Book a Scale Audit
What Scale covers
2–3 daysfor a Scale Audit of a smaller account, a week at most for the largest
1 monththe minimum for Ongoing Scale, three recommended
Flat feeset by your spend band, never a share of spend

Money is already going out. Scale decides where the next part of it goes.

For app, ecommerce, B2B and website-led businesses with spend running. We look at customer acquisition cost (CAC) and return on ad spend (ROAS) first; for an app, installs and cost per install.

  • Spend running on at least one channel.
  • Access to the ad accounts and analytics.
  • A product that converts the traffic it already gets.

When Scale isn’t the answer.

Not a fit if you need media buying without the testing and measurement around it, or need a number moved now while the product can’t yet convert the traffic.

If the product isn’t converting yet, Origin may be the place to start.

How Scale works. Every cycle, four steps.

Acquisition, conversion and measurement, run as one cycle and repeated.

BuildCampaigns, creative and tracking, set up against the agreed number.
TestCreative made and tested against the number.
ReadThe data decides what happened, measured against the test we agreed before it ran.
ReallocateBudget moves towards what worked, with your approval.

Three months recommended, because the cycle only proves itself after it has run a few times.

The work behind Scale.

Ozren ran these accounts hands-on at Five, an Endava company. At Umbrella, he is still the one inside the ad accounts.

A global consumer security app

Mobile apps, several markets

+50%organic conversion in the first year
+30%installs, paid and organic combined
The problem
The store listings converted poorly, so organic traffic was being wasted.
The work
Apple Search Ads, Google app campaigns and Meta. The App Store and Google Play listings rebuilt: pages, descriptions, keywords and screenshot sets, localised for each market. Creative tested continuously, building on the best performers.
The result
Organic conversion up 50% and installs up 30% in the first year.

Ozren’s work at Five, an Endava company. The client isn’t named and results are shared as percentages only, under that agency’s confidentiality terms. Not an Umbrella client.

A US drug reference app for clinicians

Healthcare, US

+60%installs in six months, approximate
−40%media spend, the same six months
The problem
Attribution, tracking and event segmentation were misconfigured, so the platforms were optimising without seeing what worked.
The work
Apple Search Ads, Google Ads and Meta. Attribution and tracking fixed first, because nothing else could be trusted until then. What wasn’t producing was cut. The store listing, keywords and screenshots rebuilt, since for clinicians and medical students those did most of the converting.
The result
Installs up about 60% in the first six months while media spend fell 40%.

Ozren’s work at Five, an Endava company. The client isn’t named and results are shared as percentages only, under that agency’s confidentiality terms. Not an Umbrella client.

A US online brokerage

Financial services, US. What a Scale Audit produces.

The problem
They wanted an outside view of their creative, the organic conversion of their App Store listing, and how they bought paid media.
The work
An audit of their creative, store listing conversion and media buying, and the strategy written. For the store listing, a new screenshot approach and a keyword strategy built on fresh research. For paid media, platform-by-platform guidance on targeting and on which creative to run. They implemented it in-house.
The result
The recommendations later went live across their store listings and social channels. No performance figures: we didn’t run the implementation, so we don’t take credit for its results.

Ozren’s work at Five, an Endava company. The client isn’t named and results are shared as percentages only, under that agency’s confidentiality terms. Not an Umbrella client.

Experience across security software, financial services, healthcare, education, live events and ecommerce.

Two ways to work with Scale.

Scale Audit

An outside view of your creative, your store listing or site, and how you buy media. You get the strategy in writing: what to change in the creative and the listing or site, and platform-by-platform guidance on targeting and on which creative to run. Yours to act on in-house, or with us.

Takes
2 to 3 days for a smaller account, a week at most for the largest. It depends on your market share, your monthly budget and how much historic data needs going through.

Example, from Ozren’s work at Five, an Endava company: an audit of a US online brokerage’s creative, App Store listing and media buying. The recommendations later went live across their store listings and social channels.Ozren’s work at Five, an Endava company. The client isn’t named and results are shared as percentages only, under that agency’s confidentiality terms. Not an Umbrella client.

Book a Scale Audit

Ongoing Scale

The same cycle, repeated: build, test, read, reallocate. We run it, with specialists brought in when a brief needs them.

Runs
Minimum one month, three recommended
Fee
A flat monthly fee, set by your spend band. Not a share of spend: that would pay us more when you spend more, and work against the Reallocate step.
Media
Paid separately
Control
Budget moves only with your approval
Ask about Ongoing Scale

What Scale covers. Everything on this list is something we deliver.

We run it, with specialists brought in when a brief needs them.

Growth and channel strategyWhere the spend goes, and in what order.
SearchGoogle Ads, Apple Search Ads, SEO.
SocialMeta, TikTok, LinkedIn, Pinterest.
Programmatic, display and retail mediaBought against the same number as the rest.
App growthApp campaigns and app store optimisation. Acquisition optimised for installs, trials and paid conversion.
Creative and conversionPerformance creative, landing pages, A/B testing.
PartnershipsInfluencer and affiliate.
Lifecycle and CRMScale runs lifecycle marketing. It does not fix a CRM system or a sales process.
MeasurementTracking including server-side, attribution, incrementality testing, marketing-mix modelling, reporting and budget reallocation.

Start with a Scale Audit.

An outside view of where your spend goes, in days, not months.

Book a Scale Audit

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