Digital Marketing

Every digital marketing project starts by understanding the business goal and the current digital setup — before choosing any channel.

At this stage we review the brand, audience, product or service structure, competitors, current traffic sources and past marketing data. Google Analytics, Search Console, ad accounts and, where available, CRM data are assessed together to paint a clear picture of where things stand.

In B2B projects, decision-maker profiles, the sales cycle and lead quality take centre stage, while in B2C projects metrics such as traffic, conversion, repeat purchase and scalability tend to be more decisive.

The goal is not to be visible on every channel but to build the right channel mix that serves the business objectives.

Guided by the strategy, we plan which channels the brand will be present on, with what content and towards which goals.

Channels such as Google Ads, SEO, GEO, content marketing, LinkedIn marketing and Meta advertising are evaluated one by one, and each channel’s role in the customer journey is defined.

Capturing people who are already searching, creating new demand, reaching decision-makers or turning existing demand into sales are different marketing problems. Channel planning is built around those differences.

Digital marketing is not just about managing ad accounts. The content, visual language, message and experience a user meets after the ad are also part of performance.

Ad copy, campaign visuals, landing pages, content and any other creative materials needed are produced together with our design team.

In SEO and GEO work we don’t stop at keywords or technical optimisation. We build a content structure that helps both users and AI-powered search systems better understand the brand, its services and its areas of expertise.

Campaigns across Google Ads, Meta Ads, LinkedIn Ads and other performance channels are managed against the agreed goals.

Budgets, targeting, search terms, ad groups, creatives and conversion data are tracked continuously. SEO, content marketing and organic LinkedIn activity are evaluated alongside paid channels.

Instead of reporting channels in isolation, we treat them as parts of the same customer journey. That way we can see not only which channel drives traffic but which touchpoints turn into real demand and sales opportunities.

One of the key differences in Pikap’s digital marketing approach is that design and development teams work right behind the marketing team.

If a campaign needs a new landing page, it can be designed and built. If the form structure falls short, it can be reworked. If conversion tracking is missing, the technical integrations can be put in place. If leads need to reach the sales team, CRM and automation workflows can be set up.

This lets the marketing team act directly on the touchpoints that affect performance, rather than working only within the limits of the existing digital infrastructure.

Once campaigns go live, traffic, conversion and lead data are tracked on a regular basis.

Google Analytics, Search Console, ad platforms and, when needed, CRM data are reviewed together. Budget allocation, ad messaging, targeting, landing pages and content are updated based on the results.

Especially in B2B projects, looking at lead volume alone is not enough. By tracking each lead’s quality, source, progress through the sales process and, where possible, its conversion into a sale, marketing investment is tied to real business outcomes.