Paid media
One budget, one dashboard, one number
For brands running four or more platforms, the biggest gain is usually not inside any one of them — it is in how the money moves between them.
- Meta
- Amazon
- Flipkart
- Blinkit
- Zepto
- Instamart
Budget gets split by last year's split.
Budget gets split by last year's split, reviewed monthly, and defended by whoever owns each channel.
Meanwhile marginal return on one platform is double another's for weeks at a time and nobody notices, because the two numbers live in different reports and are calculated differently.
The work itself
What a month on the account looks like.
Channel prioritisation
Platform selection and budget allocation across the full stack, from a view of where marginal return actually sits.
Continuous reallocation
Money follows marginal return continuously, not at a monthly meeting.
Unified dashboard
Meta, Google, Amazon, Flipkart, quick commerce, LinkedIn and your CRM in one view, on comparable definitions.
Sale-event calendar
Cross-platform planning across Great Indian Festival, Big Billion Days, Prime Day, festive and IPL.
Frequency and overlap management
Cross-platform frequency control and audience overlap analysis, so you stop paying twice to reach the same person.
Campaign governance
Consistent naming, UTM taxonomy and campaign conventions, enforced, so the data is comparable at all.
Blended measurement
Blended and incremental measurement across the whole plan, not per-channel self-reporting.
What comrAD does on this channel
Holds every connected platform in one system and moves spend toward marginal return continuously.
Normalises conversion definitions across platforms so the comparison means something.
Surfaces cross-platform audience overlap, which is invisible from inside any single platform.
Deliverables and cadence
- Named account manager and media lead
- Unified cross-platform dashboard including your CRM
- Weekly reallocation summary — what moved, where, and why
- Monthly business review with blended and incremental numbers
- Annual sale-event calendar
- UTM taxonomy and naming governance documentation
What we report against
Not impressions. These are the figures that decide whether the spend paid for itself.
- Blended CAC
- Marginal RoAS by platform
- Incremental contribution
- Budget utilisation
- Cross-platform overlap
Asked before signing
On marginal return — what the next rupee produces on each platform. Not average return, which is what most reporting shows. A platform with a high average RoAS can have terrible marginal economics if it is already saturated. Distinguishing the two is most of the value in this service.
Thirty minutes on your account. No deck.
We'll look at what you're running and come back with two or three specific things we'd change — whether or not you work with us.