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Capability 07 · Paid Media

Paid Ads / Programmatic

Programmatic and paid search campaigns built on the same keyword, audience and content insight as the rest of the system — extending organic reach instead of running as a disconnected channel.

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Paid and organic aren't competing budgets — they're the same insight, deployed on two different timelines. Organic tells you what's already resonating; paid lets you put budget behind it immediately instead of waiting for it to rank. Run separately, they duplicate effort. Run together, they compound.

What's included

The scope, in plain terms.

  • Programmatic media planning and audience targeting
  • Paid search campaign build and ongoing bid management
  • Ad creative and landing page alignment with organic content
  • Cross-channel budget allocation and pacing
  • Reporting tied to blended organic + paid performance
Who this is for

When Paid Ads / Programmatic is the right move.

  • Teams wanting to scale what's already working organically without waiting for it to rank
  • Brands entering a new market or launching a product with no organic history yet
  • Anyone running paid and organic as disconnected efforts with different messaging
How we get there

Same method, applied to Paid Ads / Programmatic.

For paid ads / programmatic, that means we understand what's already converting organically before putting budget behind it, discover the highest-intent audiences and placements, build campaigns and creative aligned with that, then compound performance by feeding paid learnings back into the organic strategy.

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Case studies

Results for Paid Ads / Programmatic work are coming soon.

See our case studies page
FAQ

Common questions about Paid Ads / Programmatic.

Do you manage the ad spend, or just strategy?
Full campaign management — planning, targeting, creative alignment and ongoing bid management — not just a strategy document you'd have to execute yourselves.
How does paid work alongside our organic SEO efforts?
We use organic performance data to inform paid targeting and creative, and feed paid learnings — what messaging converts, which audiences respond — back into content and SEO strategy.
What platforms do you run campaigns on?
Primarily Google Ads and programmatic display/audience platforms, scoped to whichever channels actually match where your audience spends attention.
Is there a minimum budget to work with you on paid ads?
It depends on the category and competitiveness of your keywords — we'll tell you upfront if a budget is too small to realistically produce meaningful data.
How do you report on paid performance?
Blended organic + paid reporting, so you can see total pipeline impact rather than two disconnected dashboards competing for credit.
Can you take over an existing campaign that isn't performing?
Yes — we'll audit the account structure and targeting first rather than assuming the platform or budget is the problem.
Do you handle creative production for the ads themselves?
We align creative direction and messaging with what's converting organically, and can produce or manage creative directly, or work with a designer you already have — either way, the strategy behind the creative comes from us.

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