Paid Media Management

Paid media that works with your organic strategy

Most paid media agencies bid toward platform metrics: ROAS, CTR, Quality Score. We bid toward revenue. Our Google Ads data flows into the same BigQuery warehouse as your GA4, GSC, and CRM data. Every bid decision is informed by what actually converts, not what Google recommends.

Get a Paid Media Audit

See Google Ads Services

3.2x

Average ROAS improvement, month 3

18.06%

Ad CTR when paired with organic ranking

40%

Typical wasted spend found in PPC audits

Paid channels managed under one roof

Our Paid Media Services

Six channels. One connected strategy.

Managed separately, each channel is a cost center. Managed together with your organic program, each channel compounds the others.

Google Ads Management

Search, Performance Max, Shopping, Display, and YouTube in-stream. Our flagship paid offering. We ingest your Google Ads spend data into BigQuery daily and run every bid decision against actual revenue attribution.

Search campaign architecture and match-type strategy
Performance Max asset group structure
Shopping feed optimization and bidding
Negative keyword management at scale

LinkedIn Ads Management

B2B pipeline generation through Sponsored Content, Sponsored InMail, and Dynamic Ads. Account-based targeting using matched audiences, lookalike expansion, and the LinkedIn Insight Tag.

ABM audience build from CRM lists
Sponsored InMail sequence architecture
Lead Gen Form optimization
Pipeline attribution to closed revenue

Meta Ads Management

Full-funnel Facebook and Instagram advertising for DTC, ecommerce, and B2C service brands. Prospecting through retargeting with clean audience segmentation and creative testing frameworks.

Prospecting and retargeting audience build
Instagram Shopping and Reels creative
Conversion API (CAPI) implementation
Creative rotation and fatigue management

YouTube Ads Management

In-stream, Discovery, Bumper, and Masthead campaigns. Video is the highest-attention ad format available. We script, brief, and manage video campaigns aligned to your content SEO strategy.

In-stream skippable and non-skippable campaigns
Discovery and Shorts placement strategy
Audience segmentation by funnel stage
Brand lift and view-through attribution

Microsoft Ads / Bing

Lower CPCs, older demographics, and a disproportionate share of enterprise and government buyers. Microsoft Advertising reaches 30% of the search market Google misses. We import and adapt Google campaigns with platform-specific optimizations.

Campaign import from Google Ads with adjustments
Microsoft Audience Network placements
LinkedIn profile targeting integration
CPC arbitrage against Google benchmarks

Google Local Services Ads

Cost-per-lead advertising for local service businesses. LSA appears above standard PPC results and carries the Google Screened or Google Guaranteed badge. Different economics from traditional PPC.

LSA account setup and verification
Google Guarantee badge application
Lead dispute management
Budget optimization by service type

PPC + SEO Integration

When your ad and your organic listing appear for the same query, total CTR rises from 5.66% to 18.06% (Moz). We coordinate paid and organic strategy so both channels reinforce each other rather than compete.

Shared keyword priority matrix
Paid testing before organic content investment
Branded PPC to defend top-of-SERP position
Ad copy insights fed into meta descriptions

PPC Account Audit

One-off wasted spend analysis for accounts spending over $5,000/month. We audit match types, negative keyword gaps, Quality Score distribution, conversion tracking integrity, and audience overlap.

Wasted spend identification by campaign
Match-type and negative keyword gap report
Conversion tracking validation
Written action plan with priority ranking

Data & Attribution

We warehouse Google Ads, GA4, GSC, and CRM data into BigQuery. You get a single source of truth across organic and paid, with attribution that survives GA4 sampling and platform data discrepancies.

Google Ads to BigQuery daily pipeline
Cross-channel attribution modeling
GA4 + Ads data join for revenue view
Custom dashboard in Looker Studio or Sheets

How We Work

Four stages. No wasted budget on a bad foundation.

Step 01

Audit. find the waste before adding budget

Week one is always a structural audit. We review match types, negative keyword gaps, Quality Scores, conversion tracking integrity, and audience overlap. In the average account spending $10,000 per month, we find $3,000-4,000 in recoverable waste before touching bids.

Step 02

Architecture. build the account structure that scales

Campaign architecture determines performance ceiling. We redesign ad group structure, audience segmentation, and bidding strategy before launching new spend. This phase takes two weeks and prevents the structural debt that kills most accounts in month four.

Step 03

Integrate. connect paid to organic and CRM

We connect your Google Ads account to BigQuery alongside your GA4 and GSC data. Every keyword we bid on is cross-referenced against your organic ranking position. Keywords where you rank in the top three organically get different bid strategies than keywords where you are invisible.

Step 04

Refine. weekly bid reviews, monthly strategy

Paid media is not set-and-forget. We run weekly bid optimization against conversion data, monthly creative refreshes, and quarterly strategy reviews tied to your organic content calendar. You get a standing dashboard and a monthly summary with actual numbers.

Internal Proof

How we run paid media for agency clients using the same BigQuery infrastructure we built for our own operations.

The Challenge

A modular buildings company was spending $18,000 per month on Google Ads with a 1.4x ROAS. Their GA4 showed conversions, but those conversions did not map to closed deals in their CRM. The paid team was optimizing for the wrong signal.

Our Solution

We connected Google Ads spend data to their BigQuery warehouse alongside Salesforce CRM records. Mapped ad clicks through to closed deals, not GA4 conversions. Discovered that their highest-volume campaign (broad match modifiers on generic queries) drove 38% of ad spend but 4% of revenue. Reallocated to branded terms and competitor campaigns. Rebuilt the account structure around the 12 keywords that drove 71% of closed deals.

Results Achieved

3.1x

ROAS improvement after 90 days

Same spend level

$6,800/mo

Wasted spend recovered

First 30 days

54%

Cost per qualified lead reduction

Month 2 vs baseline

Revenue-attributed keywords identified

From 340 active terms

Who This Is For

Four paid media profiles we work with.

B2B companies with $5,000+ monthly ad spend

The situation

Your Google Ads account has grown organically for three years and nobody has cleaned it up. Match types are wrong, negatives are thin, and ROAS has been declining for two quarters.

How we help

We audit, restructure, and rebuild. Most accounts see improvement within 30 days of restructuring.

Ecommerce brands scaling past $100K monthly revenue

The situation

You need Shopping and Performance Max to work together, not cannibalise each other. You want Meta and Google coordinated against the same funnel, not running independently.

How we help

We design cross-channel paid strategy with shared audience pools, unified creative briefs, and attribution that connects ad spend to product margin.

SEO clients adding a paid complement

The situation

You rank for 30 keywords organically but competitors are buying ads above your listings and stealing branded traffic. You want to defend your SERPs and use paid to test keywords before investing in content.

How we help

This is the paid-organic integration play. We coordinate both channels with a shared keyword matrix and shared reporting.

Local service businesses setting up LSA

The situation

You have tried Google Ads but cost-per-click economics do not work for your service category. You need the Google Screened badge and the cost-per-lead model that LSA provides.

How we help

We handle LSA setup, badge application, and ongoing lead management. Different product, different team process, same data discipline.

FAQ

Paid media management: frequently asked questions

Our paid media management retainers start at clients spending $5,000 per month in ad budget. Below that threshold, the management fee percentage makes the engagement uneconomical for both sides. For accounts under $5,000, we offer the one-time PPC Audit instead.

We charge a fixed monthly management fee rather than a percentage of spend. Percentage-of-spend models create a conflict of interest where the agency earns more when you spend more. Our incentive is results, not budget growth. Pricing depends on the number of channels, campaign complexity, and reporting requirements.

A Google Ads specialist optimises inside the platform. We optimise against your revenue data. We warehouse your ad spend in BigQuery alongside GA4 and your CRM, which means we can see which campaigns drive closed deals versus which ones just drive GA4 conversions. That distinction is worth more than any bid optimisation.

Yes, and this is where the compounding effect is strongest. When we manage both, we use paid data to inform organic content investment and organic ranking data to inform paid bidding. Queries where we rank in the top three organically get different bid treatment than queries where we are on page two.

You get a standing Looker Studio or Google Sheets dashboard updated daily, plus a monthly written summary covering spend, ROAS, key changes made, and next-month plan. For clients with BigQuery pipelines, you also get access to raw data exports.

Ready to Audit Your Paid Accounts?

Tell us where your budget is going. We will tell you where it should go.

One call, a structured audit, and a written action plan. No retainer required to start.

Free 30-minute paid media account review
Wasted spend estimate in the first session
Written proposal within 48 hours