Seven disciplines. One team. No silos.
Everything below is run by the same people, on the same reporting cadence — so Paid Search knows what Paid Social is doing, and both know what's coming in the seasonality calendar.
Paid Search
Google Ads Search built on automation and Dynamic Search Ad (DSA) adoption, tuned for revenue rather than clicks. This is the same discipline behind a top-20 travel account portfolio's revenue growth.
What's included
- Full-funnel Search & DSA campaign builds
- Automation and bid-strategy audits
- Keyword & search-term governance
- Budget pacing built around real seasonality
Best fit for
- Brands with an existing Search account to scale
- High-intent, high-AOV categories (travel, retail, B2B)
- Teams wanting automation without losing control
Paid Social
Meta, Pinterest, TikTok and beyond — media planning and buying that scales spend without losing efficiency, including native-feeling creative formats like TikTok Spark Ads.
What's included
- Media planning & buying across Meta and Pinterest
- TikTok Spark Ads and other native creative formats
- Always-on and Meta Surge campaign management
- Audience and creative testing frameworks
Best fit for
- Brands building audience and community, not just clicks
- Lifestyle, travel, beauty and FMCG categories
- Teams wanting to test TikTok without starting from zero
Retail & Marketplace
Omnichannel placement strategy across major retail partners and marketplaces, with dynamic pricing feeds that keep every listing current without manual updates.
What's included
- Marketplace and retail-partner placement strategy
- Dynamic pricing feeds across ad formats
- Peak-trading playbooks (Black Friday, Christmas)
- Omnichannel sync between online and offline data
Best fit for
- Retailers with listings across multiple partner sites
- Automotive, fashion and big-ticket categories
- Brands running frequent price or offer changes
Automation & Data
Custom tooling, UTM discipline and cookieless tracking that keeps every campaign accountable, whatever privacy changes the platforms roll out next.
What's included
- Custom automation tooling and dashboards
- UTM discipline and taxonomy setup
- Cookieless tracking implementation
- Standardised reporting cadence
Best fit for
- Accounts with messy or inconsistent tracking today
- Teams who need reporting they can self-serve
- Anyone preparing for further privacy changes
Seasonality & Forecasting
Demand modelling so budget lands ahead of peak, not behind it — built from indexed search and category data rather than last year's spreadsheet.
What's included
- Indexed search and category demand modelling
- Black Friday, Christmas and Ramadan playbooks
- Meta Surge campaigns for short demand spikes
- Budget pacing plans set weeks ahead of the date
Best fit for
- Retail, beauty and gifting categories
- Brands with a clear peak-trading calendar
- Teams caught off guard by demand spikes before
Account Audits
A scored framework across every channel — nascent through mature — so you know exactly where the biggest opportunity actually sits before any budget moves.
What's included
- Channel-by-channel potential scoring
- Current vs. future opportunity mapping
- A prioritised roadmap, not just a scorecard
- Benchmarking against category norms
Best fit for
- Brands unsure where underperformance is coming from
- New client onboarding, before strategy is set
- Internal teams wanting an outside sense-check
Creative & Dynamic Feeds
Pricing and creative that update in real time across every asset, so what a customer sees always matches what's actually on offer.
What's included
- Dynamic pricing feeds across formats
- Personalised, market-aware creative
- Consistent brand messaging at scale
- Seamless integration across ad platforms
Best fit for
- Automotive, retail and finance offers
- Brands running region- or market-specific pricing
- Anyone tired of manually updating creative
What a real channel scorecard looks like.
Every audit scores each channel twice: where it stands today, and where it could realistically get to. This is an actual scoring output from the framework — current performance against future potential, channel by channel.
- Search consistently shows the smallest current-to-future gap — it's usually already the most mature channel
- Paid Social and Programmatic often carry the most untapped headroom
- MarTech potential is frequently the most under-used of all five
Channel scoring: current vs. future potential
Real output from a Wave account audit, shown as % of each channel's scored potential.
How engagements are structured
No fixed package sizes — the shape follows the account.
Start with an audit
Most engagements begin with an Account Audit, so both sides agree on where the opportunity actually is before committing to a full retainer.
Scaled to spend & scope
Retainers are scaled to ad spend and the number of channels in play — a single-channel account looks very different from a full omnichannel build.
No fixed minimum term
We'd rather earn a renewal than lock you into one. Tell us your goals and current spend and we'll be straightforward about fit and cost.
Services FAQ
Common questions about how the services work together.
Which service should we start with?
If you're not sure where the opportunity is, start with an Account Audit — it's built specifically to answer that question before you commit budget elsewhere.
Can we take an audit only, with no ongoing retainer?
Yes. Some clients use the audit purely as an outside sense-check for an internal team, with no further engagement required.
Do you handle creative production, or just strategy and buying?
We manage dynamic and platform-native creative (like Spark Ads or pricing feeds) directly. For ground-up brand creative, we typically work alongside your existing creative team or agency.
What's the typical ramp-up time before a service goes live?
It depends on tracking maturity — accounts with clean UTMs and tracking already in place can launch in 1–2 weeks; those needing tracking rebuilt first typically take 3–4.
Can we combine services, like Paid Search and Seasonality Forecasting together?
That's the default setup, in fact — most accounts blend two or three services, run by the same team on one reporting cadence rather than as separate workstreams.
Is reporting separate per service, or combined?
Combined by default, so you get one view of performance across channels rather than reconciling several disconnected reports yourself.
Not sure which service fits?
Start with a conversation — we'll point you at the right starting service, audit included.
