Paid media
Paid media is the fastest way to buy demand and the fastest way to waste money. We run it against booked revenue: every lead carries a click ID, every conversion is fed back to the platform, and the budget follows what books.
What it is
The difference between a paid program that scales and one that stalls is what it optimizes toward. Clicks and form fills are cheap. Booked jobs, orders and closed deals are the number, and the platforms can only optimize toward them if the conversion is sent back with its value.
That is the system beneath the ads: attribution on every lead, an integration into the CRM and the operating software, and conversions fed back to Google and Meta. Then the daily work of bids, negatives, creative and budget is done against a number the business recognizes.
What we build
Built once, owned by the company.
Conversion tracking
Cross-domain tracking, a click ID on every lead, and offline conversions sent back to the platforms with their value.
Campaign architecture
Search, Performance Max, Shopping, Meta and LinkedIn structured by market, product line or branch, so spend can be read against results.
Landing paths
Each campaign lands on a page built for that buyer: the store, the quote funnel, the partner page.
What we run
Run monthly, against the number.
Daily management
Bids, negatives, creative rotation and budget moves, against cost per booked job or order, not cost per click.
Testing
Audience, creative and offer tests with enough volume to read, then scaled.
Reporting
Spend, leads and revenue by campaign, market and month, in the same dashboard as the rest of the marketing.
How it's measured
Cost per booked job or order, and return on ad spend measured in revenue the ledger shows, by campaign and month.
Questions
- Which platforms do you run?
- Google Ads across Search, Performance Max, Shopping, Display and YouTube; Meta; LinkedIn for B2B; Local Services Ads where they fit. The mix follows the buyer, not the platform.
- What budget does it take?
- Enough to generate data the platform can learn from. For most companies that is a few thousand dollars a month at the start, scaled as the cost per booked job holds.
- How do you know an ad produced revenue?
- The lead carries a click ID into the CRM, the CRM records what it became, and the value goes back to the platform as an offline conversion. The report reads spend against booked revenue.
Works with
Where we have run it
Automotive
Inventory and incentive-driven campaigns by model and market, measured against sold units.
Industry
Home services
Search and Local Services Ads by service line, managed against cost per booked job.
Industry
Healthcare
Search campaigns measured in booked appointments, structured for the platforms' healthcare policies.
Industry
Moving and logistics
Search and Performance Max by branch, managed daily against booked revenue.
Industry
Technology
The first paid dollars measured properly, then scaled as cost per customer holds.
Industry
Entertainment
Launch campaigns by market and platform, measured against sales, not impressions.
Industry
E-commerce
Shopping, search and social measured against orders and return on ad spend the ledger shows.
Industry