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.
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.
The problem
When you shouldn't wait for it to rank.
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.
- 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
What we actually do
Same insight as organic, deployed faster.
No fixed package stuffed with deliverables you do not need. Scope follows the constraint we find.
- ✓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
- ✓ChatGPT Ads management for brands ready to move early on conversational ad platforms
01
DiagnoseFind the constraint before adding activity.
02PrioritizeWork on what can change the outcome.
03CompoundMeasure, learn and build on what works.
How it applies here
Paid and organic, reading from the same data.
For paid ads / programmatic, 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.
Read our full approachMeasurement
How we know the work is moving.
We agree on the signals that matter before execution starts. For paid ads / programmatic, that means measuring changes that connect visibility to business outcomes, not reporting activity as progress.
- Visibility and qualified demand
- Engagement with the pages or surfaces we improve
- Leads, signups, installs or revenue where tracking allows it
- What changed, what did not, and what we do next
Before we work together
Questions worth answering.
Clear answers before a sales call.
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.
Next step
Have a Paid Ads / Programmatic problem worth solving?
Show us the site, the goal and what has already been tried. We will tell you where we would start.