Paid moves fastest and goes wrong most easily. Everything here is judged against revenue, weekly, with the channels we recommend switching off named as clearly as the ones we recommend scaling.
ROAS — “12x return!”
Nice. Ask what the margin looks like.
A 12x return on a 4% margin product is a rounding error with a celebration attached. We report contribution, not just ROAS, because the second number is the one your CFO recognises.
Google Ads and Microsoft Ads.
Certified partners on both. The second one is where the cheap qualified traffic still hides.
Microsoft Ads is smaller and less contested than Google, and we run it as standard rather than as an upsell. We are a listed Microsoft Advertising Partner and have been publishing on the channel since October 2024. Shopping feeds are treated as product data problems, because that’s what they are.
Review my accounts →Meta and LinkedIn.
Different jobs. LinkedIn for the committee, Meta for the volume.
LinkedIn is expensive per click and cheap per qualified B2B conversation if the targeting is honest about company size. Meta earns its place where the offer is simple enough to be understood in three seconds. We’ll say which one your business doesn’t need.
Talk it through →Weekly cadence, not quarterly campaigns.
The least glamorous job in paid media, and the one that keeps paying.
Accounts plateau because the creative stops moving, not because the bidding is wrong. A weekly rhythm — new angle, one controlled variable, killed fast when it loses — is what a retained agency can protect and an in-house team usually can’t.
See the case →The channel you already own.
No auction, no algorithm, no CPM inflation.
Lifecycle and reactivation flows built off the same CRM data the ads use, so the same person isn’t paid for twice.
Judged on revenue, not clicks.
Show us what you have. We’ll name the first change and roughly what it moves.
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