Managed service 02 / 27
Digital Ads
Paid media across every channel — accountable to pipeline and ROAS, not clicks.
Paid media matched to your audience and model — B2B intent, B2C demand and everything between — planned, built and managed against revenue outcomes.
Sentry's Digital Ads service buys and manages paid media across search, social, display, programmatic and connected TV, matched to your audience and business model and wired back to attribution so every campaign is measured on revenue rather than impressions.
What Digital Ads delivers
Every channel
Search, social, display, programmatic and CTV — the right mix for your audience.
B2B & B2C
ABM and lead-gen for complex sales; demand and shopping for consumer brands.
Measured on revenue
Retargeting and attribution wired back to the data layer — ROAS, not impressions.
Representative stack
Google Ads
Meta Ads
LinkedIn Ads
TikTok Ads
Microsoft AdsKPIs we move — measured, owned, reported
Every KPI is tied to a named owner and a target agreed up front — so this service is accountable to outcomes, not activity, for every stakeholder who consumes the value.
Capability Maturity — we walk you up the five levels
Operated at Level 4 · Quantitatively Managed — measured, predictable and owned. We track this rank and raise it over time. See the five levels →
Why this matters
Functional value, value-stream value — and why it can't be ignored.
Buys and manages paid media across search, social, display, programmatic and CTV — matched to your audience and model and wired back to attribution.
The demand-capture stage: it converts intent into pipeline at a known cost and pushes ROAS and CAC into the data layer, so every pound spent is traceable to revenue.
Unmanaged ad spend is the fastest way to burn cash invisibly — bidding against yourself, paying for clicks that never convert, with no line back to revenue. The waste compounds every month until someone owns the number.
One data layer · measured & owned
Every service creates data — captured, measured, owned.
Digital Ads doesn’t just run — it generates signal. We land that data in one warehouse and turn it into live KPIs tied to a named owner, so performance is attributable and acted on, never trapped inside a single tool.
Data warehouse
Supabase
Snowflake
Keboola
BigQuery KPIs, dashboards & apps
Plotly
Retool
Apache Superset Platform-agnostic — we connect what you already use and add a warehouse only where it earns its place.
How we select technology
We choose technology last — for the outcomes it has to earn.
Never tech for its own sake. A tool joins the stack only where it measurably protects value, cuts cost or unlocks speed — fit to a designed system, owned where it counts, and measurable from day one. How we select technology →
Speed
Modern, edge-served stacks are sub-second. Slow surfaces cost conversion and SEO every single day.
Cost
Cut licence, hosting and per-task SaaS fees — pay for capability, not lock-in or idle enterprise tiers.
Security
Flat, edge architecture with almost nothing left to attack — fewer moving parts, smaller surface.
Ownership & no lock-in
Composable and self-hosted where it counts — you own the system, not rent someone else’s.
Measurability
Clean data and KPIs baked in — you cannot improve, automate or apply AI to what you cannot measure.
Fit to process
The right tool for a designed system — selected against process readiness, so it amplifies, not adds friction.
How we deliver · DMAIC
Every Digital Ads engagement runs on DMAIC.
Define the goal and its value, measure the baseline, analyse the real constraint, improve with a proven build, then control the gains — so results are predictable, repeatable and defensible, not down to luck.
Agree the goal, value, budget & timescale up front.
Baseline the KPIs above — current state, not guesswork.
Diagnose the real constraint and the solution needed.
Build the chosen solution; prove the uplift.
Lock in the gains; monitor and sustain them.
FAQ
Common questions
Which advertising channels does Sentry actually buy?
Search, social, display, programmatic and connected TV. The mix is chosen for your audience and model rather than applied as a standard package — a complex B2B sale and a consumer brand need very different weightings, and the right answer changes as the account matures.
How do you stop paid media wasting money?
Unmanaged ad spend burns cash invisibly: bidding against yourself, paying for clicks that never convert, and no line back to revenue. Sentry gives the number an owner. Campaigns are wired back to attribution and the data layer, so waste is visible in the reporting rather than buried in a platform dashboard nobody reconciles.
Do you handle B2B as well as consumer advertising?
Both, and differently. For complex B2B sales Sentry runs account-based marketing and lead generation against defined target accounts. For consumer brands it runs demand and shopping campaigns. The measurement differs too: pipeline and deal value for B2B, return on ad spend and contribution for B2C.
What will you report on our paid media?
Return on ad spend and the pipeline or revenue each channel produced, traced back through retargeting and attribution to your data layer. Impressions and click-through rates appear as diagnostics that explain a result; they are never offered as the result itself.
What does managed paid media cost, and is media spend included?
Sentry's managed services start at £3,000 per month, scoped to the work and including selected tool costs. Media spend is separate, stays in your own ad accounts, and is yours. Total investment across an engagement is typically 3–5% of turnover to protect value, 5–8% to improve performance and 8–15% to create growth.
Can you take over ad accounts that are already running?
Yes. Sentry begins with a free Discovery session and a Financial Value Model, which for an existing account means establishing what the current spend is actually producing before anything is changed. Rebuilding an account that is working is a cost, not a strategy.
Start here · the free first step
Digital Ads starts the same way every engagement does: with Discovery.
Two distinct moves — a free, no-obligation Discovery Session to find your value at stake, then the Discovery & Blueprint: 14 structured outputs — value model, roadmap and business case — before a pound of delivery is committed.
Engaged alone or as one engine