Search & shopping
Google and Microsoft: brand defense, non-brand capture, shopping feeds, and negatives as a discipline — not a cleanup day.
Advertising
Paid media that is accountable to revenue.
We buy attention only when the path from click to cash is instrumented. Channel mix follows that path, not the latest platform pitch.
What we run
Paid social & video
Meta, LinkedIn, TikTok, YouTube. Creative is the targeting. We test hooks, offers, and landing pairs on a fixed cadence.
Demand capture architecture
Account structure that mirrors the funnel: intent, consideration, remarketing. Budgets move to proven ad groups, not to the loudest channel owner.
Tracking you can audit
Enhanced conversions, consent mode, server-side tagging where it pays off, and a written map of every conversion event.
Effectiveness
How this line is judged
What we optimize
- Cost per qualified opportunity
- MER / blended ROAS
- Impression share on defending terms
- Creative win rate
What we refuse to treat as proof
- View-through conversions as revenue
- Last-click only
- Platform ROAS with broken attribution
- Vanity CPM without a commercial read
Typical 90-day moves
- Kill wasted queries and placements
- Rebuild conversion events
- Stand up a creative test grid
- Reallocate budget to proven intent