- ▪ Programmatic advertising ≈ 215,000 tonnes CO2e per month across five markets
- ▪ One ad impression ≈ 1–5 grams CO2e
- ▪ 2026 median search CVR, apparel: 4.50%
- ▪ UK agencies typically charge 10–20% of spend
- ▪ Our fee holds at 10%
- ▪ Live in five working days
- ▪ 19 accounts, capped
- ▪ Our own Q2 2026 footprint: 1.9t CO2e, published
Paid search · Bristol · DTC only
Live in five working days.
Reported in £ and in grams.
Google and Microsoft paid search for DTC brands that sell sustainability, with the two columns most agencies won't print: your conversion rate against the vertical benchmark, and your media's carbon estimate under the Global Media Sustainability Framework.
- 01
Growth that needs a lie isn't growth.
- 03
Offsets are a receipt, not a reduction.
- 04
Reports print the columns agencies hide.
The gate
Four new clients a quarter.
The roster is capped at 19 accounts, so intake is rationed. We refuse, without a call: fast-fashion volume plays with one recycled capsule line, offset-only "net zero" claims with no reduction plan, and anyone asking to keep the carbon column off the report. Brands that fit spend £2,000 to £60,000 a month and have a sustainability story their own ad account would survive.
Q3 2026: 2 of 4 slots taken
The deal
| Launch Sprint | £850 fixed, 5 working days |
| Management | from £1,200/mo or 10% of spend |
| Exit | 30 days notice, no exit fee |
UK agencies typically charge 10–20% of spend; we hold the bottom of that band by having no account managers to feed. Full mechanics on the service pages.
- Google Ads Certified
- Microsoft Advertising Certified
- GMSFCarbon reporting per GMSF
The evidence · recycled footwear · 7 weeks
CVR 2.2% → 4.3%
A recycled-footwear brand arrived converting 2.2% on non-brand search against an apparel median of 4.50%. The account's story was familiar: broad match doing the targeting, brand traffic flattering the blended number, and a Shopping feed whose titles still read like SKU codes.
Weeks one and two rebuilt the feed and split brand from non-brand so the real number had nowhere to hide. Weeks three to five were query hygiene: exact-match cores, weekly negative sweeps, and landing pages matched to the query's intent rather than the catalogue's structure. By week seven, non-brand CVR held at 4.3% across a full fortnight, brand excluded, with the carbon column printed on the same page.
The full write-up unpacks that single number, including the two weeks where nothing moved. Two more stories, one number each, in the client work.