Paid campaigns
The platform is chosen after the audience, not before.
Most paid media starts with the platform the agency is good at. Ours starts with five questions, and only the platforms that pass them get switched on. You might end up on one platform, not four. That is the point.
How a platform earns its place
- 1
Audience
Is the person who buys actually reachable here, at a cost the margin can carry?
- 2
Intent
Are they searching for the problem, or do they need to be shown it first?
- 3
Buying cycle
A one visit purchase and a three month B2B decision need different channels.
- 4
Budget
Can the budget give the platform enough conversions to learn, or will it be spread too thin to work anywhere?
- 5
Tracking
Can we measure the result this platform is meant to produce? If not, that is fixed first.
What stays the same on every platform
Tracking before spend
GA4, Tag Manager and platform conversions checked before a campaign goes live.
One measure
Every platform is judged on the same agreed cost per result, so budget moves to whichever is earning it.
One report
All active platforms in one monthly report that leads with what changed and where the budget moves next.
The platforms
You should know where your marketing stands before you spend more on it.
A 30 minute call. You describe what is happening, we tell you what we would look at first.
Book a strategy call