Digital advertising agency
MNF Infotech operates as a digital advertising agency: strategy, media planning, campaign management, creative direction and measurement for businesses advertising apps, websites, products and services. Search, social, video and app inventory are bought and managed against your own conversion data, inside accounts you own.
- Media planning
- Search · social · video · app
- Creative testing
- Attribution & reporting
ADVERTISE
Digital advertising & media
A working advertising practice: strategy, media planning, campaign management, creative testing and reporting across search, social, video and app platforms — run against your own conversion data rather than platform defaults.
MNF Infotech acts as a digital advertising agency for its clients. We plan, buy, manage and optimise paid advertising for businesses that need to sell an app, a website, a product or a service to people who do not yet know it exists. That covers advertising strategy, media planning, campaign setup and day-to-day management across search, social, video and app inventory, creative direction, conversion tracking, attribution, reporting and the optimisation work that follows.
An agency is usually sold as either a media shop or a creative shop. We treat the two as one job, because a bid strategy cannot rescue an ad nobody watches and a well-made ad cannot rescue a campaign pointed at the wrong audience. We direct creative, write the brief, define what each variant is testing and read the result. Production itself sits outside what we hold: there is no studio behind this business, and an agency that hides that only surfaces it later as a delivery problem.
The difference between this and a media-buying desk is what happens when the return is bad. Because the same business builds products, writes the tracking and reads the data, a poor result can be traced to an onboarding step, a mis-fired event or a bid strategy, and then fixed where it actually lives. Accounts, pages and pixels sit under your ownership for the whole of it, and the advertiser identity on every campaign is yours rather than a shared one we happen to control.
Why businesses look for an agency
Four states an advertising programme can be in when the current arrangement stops being defensible. What they have in common is a cause sitting below the budget line, somewhere extra spend cannot reach it.
- Every platform is managed in isolation
- Search sits with one freelancer, social with another, the app campaigns with whoever installed the SDK. Each reports its own conversions, each claims the same sale, and nobody holds a view of total spend against total revenue. Budget then moves between channels on whoever reported hardest that month rather than towards where the next increment of spend actually works.
- Creative is bolted on at the end
- The media plan is finished and then somebody asks for ads. Two static images and a headline get made in an afternoon, and both carry the same message, so the test reads nothing. Frequency then climbs against an audience that has already seen everything on offer, cost per result climbs behind it, and the answer reached for is a bigger budget rather than a different thing to say.
- Reporting is a screenshot, not an answer
- The monthly deck opens with impressions and reach, ends with a chart pointing upward, and never records what was changed, why it was changed, or what followed. Because nobody has written down which conversion is being counted and over what window, the figures cannot be checked against your own database. You approve next month's budget on a document you cannot audit.
- The accounts belong to somebody else
- Campaign history, audiences, pixel data and the advertiser identity sit inside a vendor-controlled business manager. Leaving means abandoning learning the account already paid for, re-verifying the business and restarting bid strategies from nothing. What was framed as convenience during onboarding turns out to be the switching cost that keeps a relationship alive after it stopped working.
What the agency service covers
Six areas of work, weighted differently by engagement. Strategy and measurement come first because everything after them inherits whatever they got wrong.
Advertising strategy and media planning
Before any account is opened we settle what is being sold, to whom, at what price, and what a customer is worth once acquired. Channel mix, geography, budget split and the order of testing follow from that, written down as a plan you can argue with rather than a proposal deck.
- Objective defined as a commercial outcome, then translated into a campaign goal
- Audience and offer mapped before channels are chosen, not after
- Market review across search demand, social inventory and competing store listings
- Channel mix and budget allocation with the reasoning stated per channel
- Geographic and language strategy, including the markets we would not spend in yet
- A phased test order, so early results stay readable instead of overlapping
Campaign build and media buying
Accounts, campaigns and ad sets are built to a structure that keeps decisions separable: brand apart from prospecting, markets apart where budgets differ, product lines apart where margins differ. Media is then bought across search, shopping, social, video and app inventory under a naming convention that keeps the account legible.
- Account and business manager setup under your ownership, with roles scoped
- Campaign architecture drawn around the levers you will want to pull separately
- Search, Shopping, Demand Gen, YouTube and Performance Max where each one fits
- Facebook and Instagram feed, Reels, Stories and Advantage+ placements
- App campaigns for installs and in-app value, tied to the store listing
- Bid strategy and budget pacing chosen against real conversion volume
- Audience strategy: first-party lists, lookalikes, exclusions and frequency control
Creative direction and ad testing
Creative carries at least as much of the result as targeting does, so it is planned rather than requested. We write the brief, define the angle each variant is testing, specify formats per placement and read the result at an agreed point. We direct and test creative; we are not a production studio and do not present ourselves as one.
- Creative brief stating the audience, the claim and the single variable under test
- Message and angle matrix, so variants differ in something that can be read
- Format coverage per placement: vertical video, square, static and text assets
- Hook and opening-seconds testing for video, Reels and Shorts inventory
- Rotation and fatigue thresholds agreed before the campaign launches
- Ad copy checked against claims the business can actually substantiate
- Production run with your team, your existing assets, or a freelance specialist you approve
Measurement, tracking and attribution
A campaign can only optimise towards what it can see. We define the event model, implement or repair the tracking, verify each conversion end to end, and attach values where a real value exists. Platform-reported numbers are then reconciled against analytics and your own records, with the gap explained rather than ignored.
- The event and conversion model settled on paper ahead of any tagging work
- Web tracking through Google Tag Manager, the Google tag and the Meta pixel
- Server-side events via Conversions API and enhanced conversions where they apply
- App measurement through Firebase, the Meta SDK and store-level reporting
- Consent handling configured for the regimes your traffic comes from
- Attribution windows and counting settings documented platform by platform
- Reconciliation between platform, analytics and your database, with the variance stated
Optimisation and scaling
The recurring work is where money is made back: search terms and negatives, placement exclusions, budget pacing, bid target moves, audience splits and asset rotation. Scaling then happens in steps with stop conditions agreed in advance, because the budget a campaign works at is part of the result rather than an input that can be multiplied freely.
- A fixed optimisation cadence, with every change logged and dated
- ROAS and cost-per-acquisition targets reviewed against margin, not against a benchmark
- Budget reallocated between campaigns and channels on evidence, in increments
- Geographic, device and placement splits read before any conclusion is drawn
- Learning periods respected, so a change can still be measured afterwards
- Staged budget increases with defined stop conditions and a way back
Reporting and what you receive
Each reporting cycle produces figures you can verify inside your own accounts, a dated change log, and a short written read in plain language covering the movement, its most likely cause, the questions still open and the next intended action. Reporting is assembled over sources you hold, so nothing in it needs our access to be checked.
- A live dashboard covering spend, conversions, cost per result and revenue where it exists
- Channel and campaign breakdowns you can open in the account and check yourself
- A dated change log recording what was changed and the reasoning behind it
- Creative performance by asset, so the next brief starts from evidence
- A written read each cycle that names the failed tests alongside the ones that held
- The media plan and budget for the next period, with the assumptions stated
How an engagement runs
Five stages. The sequence is deliberate: no media is bought until the objective and the measurement behind it are settled in writing.
- 01
Brief, audit and commercial baseline
We start with what the business needs to sell and what it can afford to pay for a customer. Existing accounts, tracking, creative and store listings are audited, and the baseline is written down: what exists, what is broken, what is missing. If advertising is not the constraint, that goes in the document too.
- 02
Strategy and media plan agreed in writing
The plan states the objective, the audiences, the channel mix, the budget split, the creative angles to be tested and the order they run in. It also states what a good result looks like and the point at which it will be read. You approve the plan before anything is built.
- 03
Build, instrument and launch
Accounts are created or restructured under your ownership, tracking is implemented and verified in a debug environment, creative is briefed and assembled, and campaigns go live in a controlled first phase. Launch happens with measurement already proven rather than with tracking pencilled in for later that month.
- 04
Manage, test and optimise on a cadence
Day-to-day management runs on a fixed rhythm: search terms, negatives, placements, pacing, bid targets, audience and geographic splits, asset rotation, policy and disapproval checks. A test carries its question and the moment it will be judged in writing before it starts, and every change is dated in the log, so a movement can afterwards be attributed to a decision rather than to a mood.
- 05
Report, decide, then scale or stop
Each cycle closes with a written read and a decision: increase, hold, restructure or stop. Scaling is staged against conditions set in advance. If the engagement ends, the working documents are handed across, our own access is withdrawn and the withdrawal confirmed to you in writing, and you keep the accounts, the data and every period of history behind them.
How a campaign gets decided
Seven decisions, taken in this order. Each constrains the next, which is why a campaign assembled backwards from the platform interface arrives at a result with no decision behind it to explain.
- 01
Business objective
We start from the commercial outcome, not the campaign type. Installs, qualified enquiries, first orders, repeat revenue and pipeline are different problems with different structures behind them. The objective is written as a sentence the finance side of the business would also sign.
- 02
Audience
Who is being sold to, what they already believe, and what would make them act. That produces the segments worth separating, the first-party lists worth uploading, the exclusions worth applying, and the people we deliberately do not want to pay to reach.
- 03
Market and competition
We look at what demand already exists and who is currently satisfying it: search volume and query intent, the ads competitors are running, their offers and price points, and the store listings or landing pages a buyer will compare yours against.
- 04
Channel selection
Channels are chosen against intent and inventory rather than habit. Search captures demand that exists, social and video create it, app campaigns buy volume the store listing then has to convert. Each channel enters the plan with a job and a budget, or it does not enter at all.
- 05
Creative direction
The angles to be tested are decided here, alongside the formats each placement needs and the claim each variant is making. Creative is briefed against the audience decision, so a losing ad tells us something about the message rather than only about the ad.
- 06
Measurement plan
Every objective gets an event, a value where one genuinely exists, an attribution window and a place the number can be checked. This is agreed before launch, because a campaign that starts before its measurement does is a campaign nobody can defend later.
- 07
Budget and optimisation policy
Budget is split by job rather than evenly. We agree how long a test holds before it is read, what triggers a pause, what triggers an increase, and who signs off on a change above an agreed size. The policy is written down so nobody improvises at month end.
Where we buy
Inventory is selected per objective. No channel is included in a plan without a job attached to it, and none is included because it is fashionable.
Search & shopping
- Google Search, brand and non-brand separated
- Shopping campaigns fed by Google Merchant Center
- Performance Max where the feed and asset coverage justify it
- Dynamic search coverage, kept in check by negative lists
- Microsoft Advertising search where the audience warrants it
Social & video
- Facebook feed, Reels, Stories and Marketplace placements
- Instagram feed, Reels, Stories and Explore
- YouTube in-stream, in-feed and Shorts inventory
- Demand Gen across Google's discovery surfaces
- LinkedIn where the buyer is defined by role and company
App & store
- Google App campaigns for installs, in-app actions and value
- Meta app install and app event campaigns
- Apple Search Ads against App Store search results
- Store listing and creative experiments that feed the campaigns
- Re-engagement campaigns against audiences that already installed
What managing a live account actually involves
Media buying is mostly maintenance. This is the recurring list a live account is worked through on a fixed rhythm; skipping it does not stop an account, it only stops anyone noticing what the account has quietly started doing with the money.
- Structure review: campaigns and ad sets still separated along the decisions they were built to answer
- Targeting review across keywords, audiences, interests and exclusions, including lists that have gone stale
- Pacing checked against the agreed period budget and against seasonality already known about
- Bid targets reviewed against margin and current conversion volume, then moved in increments
- Search terms read for intent, with negatives added at the level they belong to
- Placement and inventory exclusions updated where traffic keeps arriving with no depth behind it
- Asset and creative rotation: what is serving, what has fatigued, what replaces it next
- Conversion audit: every counted action followed back to whatever actually fires it
- Policy status read across ads, assets, extensions, destinations and store listings
- Geographic and audience performance splits read before any conclusion about the channel
- Spend and result anomalies flagged against the prior period and explained in writing
- Reporting cycle closed out: dashboard refreshed, change log updated, written read issued
Independence from the advertising platforms
MNF Infotech is an independent advertising service provider: the trade name of a proprietorship, not a platform and not anyone's agent. It holds no partner status, certification, accreditation or reseller appointment from Google LLC, Meta Platforms, Inc., Apple Inc., Microsoft Corporation or any other business whose products are named on this page, and none of those companies sponsors, endorses or supervises the work. We never hold ourselves out as a platform, and we sell nothing that only a platform can grant. Review, approval, verification, restriction and appeal outcomes belong to the platforms alone; no agency, this one included, can move them. Product and platform names are used descriptively here and remain the trademarks of the businesses that own them.
Where the work happens
The names below identify the software this work is carried out in, and nothing beyond that. Naming a product is not a claim of partnership, certification, endorsement, reseller status or any other relationship with the business that owns the trademark.
- Advertising platforms
- Google Ads
- Performance Max
- Google Ads Editor
- Google Merchant Center
- Meta Ads Manager
- Meta Business Manager
- Apple Search Ads
- Microsoft Advertising
- Measurement and tagging
- Google Tag Manager
- Google tag (gtag.js)
- Google Analytics 4
- Meta pixel
- Meta Conversions API
- Firebase
- Consent Mode
- Creative and assets
- Figma
- Canva
- Adobe Express
- CapCut
- Meta Ad Library
- Google Ads asset reporting
- Reporting and data
- Looker Studio
- BigQuery
- Google Sheets
- SQL
- Google Ads API
- Meta Marketing API
What the engagement leaves behind
- An advertising strategy written down, with reasoning you are free to challenge
- Ad accounts, pixels, audiences and history held under your own ownership
- A campaign structure in which every result has a decision standing behind it
- Creative tested against a stated angle rather than swapped on opinion
- Reporting you can reconcile against your own data, plus a dated change log
What people ask before starting
01What does the agency service actually cover?
Advertising strategy, media planning, campaign setup and management, media buying across search, social, video and app inventory, creative direction and testing, conversion tracking and attribution, reporting, ongoing optimisation and staged scaling. Where a piece of it already exists and works, we say so and leave it alone rather than rebuilding it to make the invoice look fuller.
02Do you hold any platform partner status or certification?
None, from anyone. MNF Infotech holds no partner status, certification or accreditation from Google LLC, Meta Platforms, Inc., Apple Inc. or Microsoft Corporation. No badge sits behind our advice, and no platform has any influence over what we tell you to do with your budget. Neither can we move a decision that belongs to a platform: review, approval, verification and appeal outcomes are theirs. The product names on this page are there because the work is carried out inside those tools. If your procurement rules require a badge, that is a reason to rule us out at this stage rather than after a contract exists.
03Who ends up owning the accounts, the pixels and the history?
You do. Campaigns run inside your own Google Ads account and your own Meta business manager, under your advertiser identity, with pixels, audiences and conversion history held in assets registered to you. We work through access you grant, limited to the assets the scope names, and that access is withdrawn and confirmed in writing at the end. The Agency-client relationship page sets out the standard arrangement; the Advertiser verification assistance page explains where our role stops.
04How is the fee structured, and does budget size move it?
An advertising management fee for a defined scope, priced once the audit is done. Media budget is billed by each platform straight to a payment method you control, and never passes through our accounts, so a larger budget produces a larger platform invoice and precisely the same fee for us. That is deliberate: it removes the single incentive an agency otherwise has to argue for spending beyond what the numbers support. Fee, scope and notice are agreed in writing, and the Billing policy sets out how the two kinds of money stay apart.
05Do you produce the ad creative yourselves?
We direct it. We write the brief, decide what each variant is testing, specify the formats each placement needs and read the results. Production is handled with your own team, your existing footage and brand assets, or a freelance editor or designer you approve and pay directly. We do not operate a production studio, and describing one we do not have would only cost you time later.
06What happens when the advertising does not return what it costs?
You hear it from us before the invoice tells you. Each cycle closes with a written read, the evidence attached to it, and one recommendation out of four: restructure, hold, reduce or stop. We guarantee no return on ad spend, no cost per acquisition, no approval and no delivery outcome, because none of those is ours to promise. And where the read points at what is being sold, at its price, or at the page that has to close the sale rather than at the media, that goes in writing too, even though it argues for less spend under our management.
What this work usually connects to
Brief us on what you need to sell
Tell us what you are advertising, the markets you want it sold in, and what a customer is worth once you have them. You get back a first view of what we would test, what we would leave exactly as it is, and what we think is actually in the way.
Directcontact@mnfinfotech.com