How It Works

What working together actually looks like, from first conversation to long-term performance.

What Fractional Paid Ads Lead Actually Means

Fractional means you get the expertise and commitment of an in-house paid ads lead, without the full-time hire.

But it's more than just time allocation.

It means we integrate into your business properly. We're not sitting outside your team running ads in isolation. We're embedded into planning, forecasting, and decision-making.

You're not handing over your ad account and hoping for the best. You're gaining a partner who understands your numbers, your margins, your inventory cycles, and your wider business context.

We take responsibility for paid ads performance the same way an in-house lead would. That means we're proactive about opportunities and invested in making sure ads support the business, not just generate clicks.

The difference is that we bring pattern recognition from working across multiple brands, multiple industries, and multiple stages of growth. You get the benefit of that wider perspective, applied specifically to your business.

That's what fractional actually means.

From First Call to Working Together

The process starts with a conversation. But this isn't a sales call.

When you book a call, we'll work through:

  • Where you're currently at with paid ads

  • What you're trying to achieve and why

  • The crucial numbers that tell us if the timing is right

Because here's the thing: paid ads aren't a silver bullet.

For this to work, the fundamentals need to be in place. That means:

  • A product people actually want

  • Capacity to fulfil orders if ads work (inventory, logistics, team bandwidth)

  • Understanding of your returning customer cycle and lifetime value

  • Realistic expectations about investment and what scaling actually requires

We'll explain what the journey looks like from where you're at now. What phases you'd move through. What kind of timeline to expect. What commitment is required from your side.

This call is to make sure it's the right decision for your business, not just whether we can technically work together.

If it's not the right fit, or the timing isn't right, we'll tell you. If there are things you need to sort first before paid ads make sense, we'll be honest about that too.

And if it is a good fit, we'll outline next steps clearly.

3 Ways to Work Together

Fractional Ads Leadership

You know paid ads work for your business. Now you want them fully integrated into your strategic planning and commercial decision-making.

You need someone embedded into your business who understands your numbers deeply, forecasts what growth actually requires, and plans multiple quarters ahead across Meta Ads, Google Ads, and other platforms.

This is full fractional partnership. You get a paid ads lead responsible for strategic planning, commercial modelling, forecasting, and decision-making, supported by our team for execution and ongoing management.

It's the highest level of support for brands who want paid ads to compound performance over time, not just react to last week's numbers. This is where structure, planning, and commercial alignment drive long-term, predictable growth.

Strategic Ads Management

You're already running Meta Ads and Google Ads, but you need better structure, improved profitability, or more controlled growth.

You need expertise that can diagnose what's holding performance back and implement the strategic changes required to unlock the next level of results.

This brings our structured approach and framework to your existing ad accounts. You get professional management backed by commercial thinking, focused on the goals that matter to your business right now, whether that's improving margins, scaling efficiently, or stabilising performance.

It's the next level of support for brands ready to take their paid ads seriously and achieve the growth they know is possible.

Paid Ads Foundations

You're brand new to paid ads and want to start this journey properly.

You need someone who's been there, who understands what it takes to get started, and who'll structure your Meta Ads and Google Ads accounts the right way from day one.

This gives you a professional setup, solid strategic guidance, and ongoing management to build momentum. It's accessible support designed specifically for brands at the beginning of their paid ads journey, with everything you need to establish solid foundations without overcomplicating the process.

You get expert support tailored to where you're at, with room to grow as your business and budget scale.

Work With Us

"The results, Dean has achieved are simply INCREDIBLE! She secured an excellent ROAS within weeks and this has improved each month. I wouldn't hesitate to recommend The Hubb."

— Betty Bramble

The Journey

Our framework follows 4 phases. But this isn't a fixed timeline or a rigid programme.

Progress is based on where your account is, what needs to happen, and how quickly changes settle. Some brands move through Phase 1 in 6 weeks. Others need 12. That's not a reflection of effort, it's a reflection of starting point.

Here's what each phase actually involves, and what moves you from one to the next.

Phase 1: Foundations

This is where we bring the account up to professional standard.

If your account has been running for a while but lacks structure, we'll likely need to restructure or rebuild it. That might mean:

- Separating branded and non-branded traffic properly

- Setting up tracking so new vs returning customers are measured correctly

- Cleaning up campaign structure so performance can actually be interpreted

- Fixing attribution issues or data gaps that cloud decision-making

If your account is already in decent shape, this phase moves faster. But there's almost always something to tidy up.

The critical thing here is allowing changes to settle. You can't rebuild an account and immediately scale it. The algorithm needs time to relearn. Data needs time to stabilise. Decisions need to be based on clean signals, not noise.

This phase cannot be rushed.

What moves you to Phase 2: Clean data. Stable performance. Confidence that what you're seeing is real.

Phase 2: Optimisation

This is where we start to understand what actually drives conversions for your business.

We're no longer firefighting or fixing foundational issues. We're building confidence in decision-making.

That means:

- Testing intentionally, not constantly

- Understanding which audiences, creatives, and offers perform best

- Identifying patterns that guide future decisions

- Moving from reactive to controlled

The goal here isn't to throw everything at the wall. It's to run disciplined tests, give them time to prove themselves, and build a clear picture of what works.

Budget plays a role here. Bigger budgets mean faster learning. Smaller budgets mean more patience is required. But either way, this phase is about moving from "we think this might work" to "we know this works".

What moves you to Phase 3: Predictable performance. Clear understanding of drivers. Readiness to scale deliberately.

Phase 3: Scaling

This is where controlled growth happens.

Scaling isn't about spending more and hoping it works. It's about allocating spend strategically, aligned with your commercial guardrails and trading periods.

That means:

- Scaling within agreed Max CPA and Min ROI thresholds

- Adjusting spend by season, not sticking to arbitrary monthly budgets

- Planning product launches and promotional periods in advance

- Ensuring inventory and fulfilment can handle increased volume

The difference between this phase and what most brands do is intentionality.

We're not reacting to last week's numbers. We're planning based on what's coming. We're allocating budget to opportunity, not spreading it evenly across the year because that's easier.

And we're scaling in a way that protects profitability, not just chasing revenue.

What moves you to Phase 4: A full year of data. Seasonal patterns understood. Performance that compounds year-over-year.

Phase 4: Compounding

This is the phase most brands never reach.

It's where you're using a full year of historical data to make the next year easier, clearer, and more profitable.

That means:

- Year-over-year analysis guiding forecasts

- Seasonal planning refined by actual performance, not assumptions

- Budget allocation optimised by proven opportunity windows

- Creative strategy informed by what worked last year

This phase doesn't mean ads are on autopilot. It means decisions are informed by deep knowledge of your business, your audience, and your trading patterns.

Performance doesn't just continue. It compounds.

This is what long-term partnership looks like.

The Reality of Timelines

Most brands complete all 4 phases within 12 months.

But that assumes:

- A reasonable starting point (not a completely broken account)

- Sufficient budget to generate meaningful data

- Collaboration and responsiveness from your team

- Realistic expectations about how quickly changes settle

If your account needs a full rebuild, Phase 1 alone might take 12 weeks. If your budget is smaller, learning cycles take longer. If seasonality means your peak trading is 6 months away, we might deliberately hold back scaling until then.

The timeline adapts to your reality.

What doesn't change is the structure. You can't skip foundations and expect scaling to work. You can't optimise without clean data. You can't compound without a full year of performance to learn from.

We follow the process because it works.

What We Need From You

  • We need commitment to collaboration.

    That doesn't mean long meetings or constant check-ins. It means:

    - Responsiveness when we need something (creative assets, website changes, product information)

    - Communication about what's happening in the business (stock levels, upcoming launches, priorities shifting)

    - Willingness to make changes when we recommend them (landing pages, offers, product positioning)

    If we identify that a landing page is hurting conversions, we need you to prioritise fixing it. If we need new creative assets, we need your team to provide them. If a product is out of stock, we need to know before we scale spend on it.

    You're bringing us in to deliver results. For us to do that, there are things beyond our control that require your input.

  • We need access to the full picture.

    That means access to:

    - Your ad accounts (Meta, Google, Pinterest, etc.)

    - Your Shopify or e-commerce platform

    - Analytics and attribution tools

    - Any data that helps us forecast, plan, and make informed decisions

    And it means transparency about your numbers.

    We need to know your margins. Your cash flow situation. Your commercial thresholds. What success actually looks like for the business, not just what vanity metrics suggest.

    We can't align ads with profitability if we don't know what profitability requires.

  • We need you to understand that this is progress-based, not time-based.

    If your account needs rebuilding, Phase 1 will take longer. If budget is limited, learning cycles slow down. If seasonality means holding back makes sense, we'll hold back.

    We're optimising for long-term performance, not short-term spikes.

    That requires patience. It requires trusting the process. It requires not judging success week-by-week in isolation.

    If you need month-to-month results or want aggressive scaling without clear guardrails, this won't be the right fit.

    But if you're willing to engage properly, the results compound.

This is a partnership. That means you have a role to play.

We're not expecting you to become a paid ads expert or dedicate hours every week to this. But there are things we need from you for this to work.

What Success Looks Like

Success isn't just about hitting numbers. It's about what working together feels like.

Predictability
Ads stop feeling like a gamble.

You know what's driving performance. You know what to expect seasonally. You can forecast with confidence because decisions are based on data, not gut feel.

Performance becomes something you can plan around, not react to.

Confidence
Spend decisions feel clear, not stressful.

You're not wondering if you're wasting money. You're not second-guessing whether to scale or pull back. You have the context and reasoning behind every decision.

And when performance dips, you understand why, and you know what needs to happen next.

Reduced Stress
Ads stop being the part of the business that keeps you up at night.

They're structured. They're managed. They're aligned with profitability.

You're not constantly firefighting or reacting to weekly fluctuations. You're focused on the bigger picture, and ads are supporting that, not adding volatility.

Partnership
You're not managing an agency. You're working with a partner.

Someone who's embedded into your business. Who understands your context. Who takes your ad spend as seriously as if it were their own.

Someone who's responsible for results, proactive about opportunities, and invested in making this work long-term.

That's what success actually looks like.

Start With a Conversation

If this sounds like the kind of partnership you need, the next step is simple.

Book a call. We'll work through where you're at, what you're trying to achieve, and whether the way we work makes sense for your business.

No obligation. No pressure. Just a straightforward conversation about whether this is the right next step.