Paid media that ties ad spend to revenue, not vanity metrics
Paid advertising management across Google Ads, Meta Ads, and LinkedIn Ads. Campaign architecture, bid optimization, ROAS tracking, and conversion attribution. From $2,000/mo + ad spend.
The Problem
Why most mid-market companies burn through ad budgets with nothing to show for it
Rising CPCs, same strategy since setup: Your cost per click climbs every quarter, but your campaign structure is the same one your agency set up two years ago. Same broad-match keywords, same two ad variants, same landing page. Platforms get more expensive by default. Your approach needs to get smarter at the same rate, or you pay more for less.
All budget at bottom-of-funnel, and it's capped out: You run search ads that target people ready to buy right now. That's the most expensive segment on any platform. Meanwhile, you have zero awareness or consideration campaigns for the 95% of your market that will buy in 3-6 months. Your pipeline has a ceiling because your funnel has no top.
No conversion tracking, so optimization is guesswork: Your pixel fires on the thank-you page, but you don't know which campaigns drive qualified leads versus junk form fills. You can't optimize toward revenue if your tracking only measures clicks and page views. Every bid decision relies on incomplete data.
Monthly reports that describe the past instead of directing the future: Your report has 15 pages of charts with impressions, clicks, and spend by channel. What it doesn't have: which campaigns drove qualified pipeline, what your cost per opportunity is, or where the next $1,000 of budget should go. You're paying for a rearview mirror when you need a GPS.
Our Approach
Audit the waste. Build the architecture. Optimize daily. A structured paid media program that starts with your tracking infrastructure and ends with better returns on every dollar spent.
Phase 1 — Audit & tracking infrastructure (Days 1-5): We audit your existing campaigns, ad accounts, and conversion tracking end to end. We fix pixel and tag configurations, verify that conversions attribute correctly across platforms, build audience segments from your first-party data (customer lists, site visitors, lookalikes), and define the measurement framework before touching a single bid. Most accounts we inherit have at least one major tracking gap that wastes 10-20% of spend. Deliverable: Campaign audit report, tracking infrastructure verification, audience segment library, measurement framework, channel-level budget allocation plan
Phase 2 — Campaign architecture & launch (Days 6-12): We build a full-funnel campaign structure mapped to your buyer journey. Top-of-funnel: awareness through YouTube pre-roll, Meta video views, and programmatic display. Mid-funnel: retargeting site visitors and engaged audiences across Meta and Google Display. Bottom-funnel: Google Search on high-intent keywords, branded terms, and retargeting with dynamic ads. Each campaign launches with 8-12 ad variants and structured A/B tests from day one. Deliverable: Full campaign build across selected platforms, 8-12 ad variants per campaign, A/B testing plan, bid strategy documentation
Phase 3 — Optimize & establish baselines (Weeks 3-4): Daily monitoring starts. We adjust bids, pause underperformers, scale winners, rotate creative to fight fatigue, and reallocate budget between campaigns based on actual conversion data. By end of month one, we have baseline CPCs, CPLs, and conversion rates by channel and funnel stage. Every optimization decision from here forward uses your actual numbers, not platform benchmarks. Deliverable: Week-over-week performance snapshots, baseline metrics report, first creative refresh cycle, budget reallocation recommendations
Phase 4 — Scale & compound (Month 2 onward): With baselines locked in, we run the optimization loop: weekly creative tests (new copy, new formats, new audiences), monthly budget reallocation based on cost per acquisition by channel, and quarterly strategy reviews to add new platforms or campaign types. We also layer in programmatic buying where it makes sense and refine retargeting sequences as your audience data grows. The goal is steady improvement, not maintenance. Deliverable: Weekly creative test results, monthly performance report with CAC by channel and funnel stage, quarterly strategy review, ROAS trend analysis
Deliverables
Setup (Days 1-12)
- Full audit of existing paid media campaigns with prioritised recommendations
- Pixel and tag implementation with end-to-end conversion tracking verification
- Audience segment library: first-party lists, lookalikes, intent-based, and retargeting pools
- Full-funnel campaign architecture document with TOFU/MOFU/BOFU mapping
- Channel-level budget allocation plan with projected CPL ranges
- 8-12 ad copy variants per campaign, tested from launch
- A/B testing roadmap for the first 90 days
Ongoing Management (Monthly)
- Daily campaign monitoring with bid and budget adjustments
- Weekly creative tests: new ad copy, format experiments, audience tests
- Monthly performance report: spend, CPL, CAC, ROAS by channel, campaign, and funnel stage
- Monthly budget reallocation based on conversion data, not guesswork
- Creative refresh cycles every 2-3 weeks to prevent ad fatigue
- Retargeting sequence updates based on audience behavior data
- Competitor ad monitoring with opportunity flags
Strategic Reviews (Quarterly)
- Quarterly strategy review with recommendations for new platforms, campaign types, or budget shifts
- Full-funnel attribution analysis: which touchpoints drive pipeline
- ROAS trend analysis and forecast for next quarter
- Updated audience strategy based on accumulated conversion data
Who This Is For
Right for you if: You're a mid-market company (50-500 employees) spending or ready to spend at least $2,000/month on ad platforms. Below that threshold, there's not enough data for meaningful optimization.. You have a defined product or service and an existing conversion path (website, demo booking, lead form). We optimize the pipeline; we don't build the product.. You want a partner who will tell you to cut spend on a channel that isn't working, even if it reduces their management fee.. You need someone on bids and budgets daily, not checking in once a week to adjust a few keywords..
Not right if: You're a pre-revenue startup looking to 'test' paid ads with $500/month. At that spend level, there's not enough data for meaningful optimization. Build organic traction first, then add paid when your unit economics support it.. You expect guaranteed ROAS numbers before the first campaign launches. We're rigorous about optimization, but anyone guaranteeing a return before seeing your data is making it up..
Use Cases
B2B SaaS: An HR-tech SaaS company spent $10,000/month on Google Search ads with a $50 CPL. All budget went to bottom-of-funnel search terms. Pipeline grew linearly because total addressable search volume was capped. They'd hit the ceiling on high-intent keywords. — Restructured campaigns into a full-funnel architecture. Launched LinkedIn Ads targeting HR directors for awareness, Meta retargeting for website visitors who didn't convert, and tightened Google Search with better keyword targeting and 12 ad variants. Shifted 30% of budget to top-of-funnel to expand the addressable audience.. Outcome: CPL dropped from $50 to $30 within three months. Total lead volume increased 45% as the awareness layer warmed new audiences before they hit search. Pipeline revenue from paid grew 2.1x quarter over quarter.
D2C E-Commerce: A premium home goods brand ran Meta product catalog ads targeting broad interests. ROAS had declined from 4.5x to 2.1x over eight months as the audience saturated. Same campaign type, same targeting, diminishing returns. — Introduced funnel segmentation: video view campaigns for new audience discovery, engagement retargeting for warm prospects, and dynamic product ads for high-intent visitors only. Created 15 copy variants per product category and ran weekly creative refreshes to break the fatigue cycle.. Outcome: ROAS recovered from 2.1x to 3.8x within six weeks. New customer acquisition rate increased 30% as top-of-funnel campaigns brought fresh audiences in instead of hitting the same exhausted pool.
Professional Services: A management consulting firm had never run paid campaigns. Their only lead source was referrals, which were inconsistent and couldn't scale. They needed predictable inbound pipeline. — Launched a LinkedIn Ads program targeting CXOs in their target industries with whitepapers and industry analysis. Mid-funnel retargeting drove engaged prospects to a 'Schedule a Diagnostic' page. Google Search captured intent for consulting-related keywords to catch buyers already searching.. Outcome: 35 qualified inbound leads in the first quarter from a channel that previously contributed zero. Cost per qualified lead stabilized at $800, within the firm's acceptable range for engagements averaging $40,000+.
Results
A paid media timeline
D2C e-commerce, premium consumer goods: ROAS from 2.3x to 3.6x in 90 days, 40% revenue growth at flat ad spend. A mid-market D2C brand with 120 employees and $3M in annual revenue spent $18,000/month across Google and Meta with a blended ROAS of 2.3x, below their breakeven threshold of 2.5x. Campaign structure hadn't changed in 12 months. Creative was refreshed once a month. Attribution was last-click only, hiding the actual contribution of upper-funnel campaigns. Week 1: We audited all campaigns and found 15% of conversions weren't attributed due to misconfigured tracking. Fixed the pixel setup and built audience segments from first-party purchase data. Week 2: Rebuilt campaign architecture into three tiers. YouTube and Meta video views for awareness. Meta engagement retargeting and Google Display for consideration. Google Search and Dynamic Product Ads for conversion. Launched with 40+ ad copy variants across all campaigns. Months 2-3: Weekly creative tests, budget reallocation toward best-performing combinations, and a multi-touch attribution model that replaced last-click. Blended ROAS improved from 2.3x to 3.6x within 90 days. Monthly revenue from paid channels grew 40% without increasing total ad spend. New customer acquisition cost dropped 28% as the funnel architecture warmed audiences before conversion campaigns reached them.
Frequently Asked Questions
What is the minimum ad spend you work with?
$2,000 per month across all platforms. Below that, there isn't enough data to run meaningful tests and optimization cycles. If your budget is under $2,000/month, focus on organic channels first and add paid once your unit economics support it.
Which ad platforms do you manage?
Google Ads (Search, Display, YouTube, Performance Max), Meta Ads (Facebook and Instagram), LinkedIn Ads, and programmatic display. We recommend platforms based on where your audience spends time and where intent signals are strongest, not what's trending.
How does retargeting fit into your approach?
It's built into the campaign architecture from day one. We segment retargeting audiences by behavior: page visitors, video viewers, cart abandoners, partial form fills, and previous customers. Each segment gets different messaging and bid strategies. A lot of companies run one generic retargeting campaign. We run five to ten, each tuned to a specific stage of the buyer journey.
How do you handle bid optimization and budget allocation?
Daily. We monitor performance every day and adjust bids based on conversion data, not platform recommendations. Budget allocation is reviewed weekly and formally reallocated monthly based on cost per acquisition by channel and funnel stage. Money moves toward what works; what doesn't gets cut.
How quickly will I see results?
Paid media generates traffic immediately. But optimized results take time. Days 1-12 are setup and launch. Weeks 3-4 establish baselines. By month 2, we have enough data for confident optimization decisions. Most clients see measurable improvement in CPL or ROAS by end of month 2.
What does your reporting look like?
Weekly snapshots covering spend, CPL, and ROAS by channel. A monthly report that breaks down performance by channel, funnel stage, campaign, and creative variant, with actionable recommendations alongside the data. We also set up real-time dashboards you can check anytime. No 15-page decks full of charts with no analysis.
Do you manage the ad creative, or do we need to provide it?
We write all ad copy and provide creative briefs for visual assets. For static image ads, we produce those in-house. For custom video production or design work, we coordinate with your design team or recommend production partners. The bottleneck is usually copy and testing velocity, and we handle that entirely.
What happens to our campaigns if we stop working together?
Everything lives in your ad accounts, which you own. Campaign structures, audience segments, conversion tracking, and all historical data stay with you. We provide a transition document with current settings, active campaigns, bid strategies, and optimization notes so your next team can pick up without starting over.
