Paid media that has to justify every rupee
Search, social, publisher and trade media planned around what you sell and who buys it – with the measurement set up before the spend starts, not retrofitted when someone asks what it returned.
Media buying, planning and measurement in one place.
Paid media is the fastest way to buy attention and the fastest way to waste money. The difference is almost never the creative or the platform – it is whether anyone decided in advance what a good result looks like and built the tracking to see it.
We plan against a defined outcome, buy across the channels that reach your buyer, and report on what happened in numbers you can act on. Where paid media is the wrong answer, we say so before you commit a budget.
- Outcome defined first. Enquiries, orders, registrations – agreed before the first campaign goes live.
- Measurement before spend. Tracking, events and attribution set up on day one.
- Transparent costs. Media spend and our fee stated separately, always.
- Willing to stop. A channel that is not working gets switched off, not defended.
Six channels, chosen by fit rather than habit.
Search advertising
Demand that already exists, captured at the moment of intent. Usually the first channel to test and the last to cut.
Social advertising
Audience-built targeting for demand you need to create, across the platforms your buyers genuinely use.
Publisher and portal advertising
Direct placement on the news sites and sector platforms your market reads, bought on relevance rather than reach.
Trade and industry media
Print and digital placements in the titles that reach a specific professional audience with very little waste.
Programmatic display and video
Scaled reach and retargeting, run with tight placement controls so your brand is not funding low-quality inventory.
Marketplace and retail media
Paid visibility inside the platforms where the transaction actually happens, close to the point of purchase.
Planning, buying, building and reporting.
- Objective and success-metric definition
- Audience and market research
- Channel plan with budget allocation
- Conversion tracking and event setup
- Campaign build and structure
- Ad copy and creative direction
- Landing page review and recommendations
- Bid, budget and audience management
- Creative and audience testing
- Placement and brand-safety controls
- Weekly optimisation and pacing checks
- Monthly reporting against the agreed metric
Anything with a clear action at the other end.
Six steps, and step two is where most campaigns are lost.
Define the outcome
What has to happen for this spend to have been worth it, expressed as a number. Vague objectives are how budgets disappear without anyone being able to say whether it worked.
Fix the measurement
Tracking, conversion events and attribution built and verified before launch. Campaigns started without this can never be judged, only argued about.
Plan the channels
A written plan showing where the budget goes, why each channel is in it, and what we expect it to return. You approve before anything is bought.
Build and launch
Campaign structure, targeting, creative and landing-page checks. We launch small, verify the data is arriving correctly, then scale.
Optimise and test
Continuous work on bids, audiences, placements and creative – including turning off what is not paying for itself, however good it looked in the plan.
Report plainly
Spend, cost per outcome, and what we changed and why. One page you can read, with the detail underneath if you want it.
The click is no longer the whole journey.
Then
Someone searched, clicked an ad, landed on a page and converted. The path was short enough to measure end to end.
Now
Buyers ask an assistant, read a comparison, check a portal and only then search for you by name. Paid media still captures the demand – but a growing share of it is created somewhere you cannot buy your way into.
Advertising buys the demand. Everything else decides whether there is any to buy.
What you see every month.
No dashboard screenshots without commentary, and no metric that cannot be tied to a business outcome.
- Spend by channel against plan
- Cost per enquiry, order or defined outcome
- What we changed during the month, and why
- What is working and being scaled
- What is being cut, with the reasoning
- Next month’s plan and budget recommendation
All accounts are created in your name with your billing. You keep the data, the history and the audiences if we ever stop working together.
Built for businesses with something to sell and a way to fulfil it.
Paid media works when the offer is clear, the landing experience is decent and someone can handle the enquiries it generates. Where any of those three is missing, advertising just makes the problem more expensive.
Honest note: if your website cannot convert the traffic it already has, we will tell you to fix that first. Spending on ads to cover a conversion problem is the most common way marketing budgets are wasted.
- Businesses with a defined offer and a working sales process
- E-commerce and marketplace sellers
- Service firms that can handle inbound enquiries properly
- Companies launching into a new market or category
- Organisations running events or recruitment drives
- Advertisers whose current spend cannot be explained by their reporting
The things worth knowing before you start.
What budget do we need to start?
Enough for the platform to gather meaningful data within a month – below that, results are noise and optimisation is guesswork. We would rather tell you the honest minimum for your category than take a budget too small to learn anything from.
How are you paid?
A management fee, stated separately from media spend. Media budget goes to the platforms on your own billing, not through us, so you can see exactly what was spent.
Do we own the ad accounts?
Yes. Accounts are set up in your name and we work inside them with access. The account, its history, its audiences and its data stay yours.
Can you guarantee a cost per lead?
Not before we have data from your own account. Anyone quoting a guaranteed cost per lead on day one is quoting an industry average and hoping. We will give you a realistic range, then hold ourselves to the actual numbers.
How quickly will we see results?
Search can produce enquiries within days. Social and display usually need two to four weeks of learning before the cost per result settles. Judging a campaign in its first week is the most common mistake we are asked to make.
Will you tell us to stop spending?
Yes, when the numbers say so. A channel that cannot be made to pay gets recommended for closure, even though that reduces the budget we manage.
Paid, earned and syndicated, planned together.
Distribution & Syndication
The umbrella service covering how and where your content and announcements travel. Read more
Content Publication
Getting your long-form content published on platforms other people already read. Read more
Content Syndication
Republishing and journalistic content production that carries one piece of work much further. Read more
Tell us the number that matters. We will plan to it.
Send us what you sell, what a customer is worth and what you can spend. We will come back with a channel plan and an honest view of what it should return.