Working with a paid media agency is the fastest way to build a pipeline and the fastest way to empty a budget.
Paid media comes last in the department, after the organic channels are built. It is the work of a paid media agency, done in the right order. Starting with ads is a confession that you cannot generate demand any other way. When we do get to it, the spend is yours, the target is qualified leads rather than phone numbers, and the channel has to earn its place against the organic ones.
An organic lead converts at a high rate. A paid lead can, but usually at a lower one. And organic is sustainable: long after the department has gone, the work keeps producing enquiries. Paid stops the day the budget does.
So the department builds the pipeline through organic content first and tops it up with paid media when the numbers say it is worth it. You see results quickly, because we have done this many times, and then you decide whether the channel stays.
We pick the channel and segment, filter for qualified leads and judge paid against organic.
Channel and segment
Meta, Google or LinkedIn, chosen for where your buyer actually is, not where the platform rep says. Audiences segmented tightly enough that the wrong people never see the ad.
Filtered for qualified leads
Forms and routing built to filter for fit before a lead reaches your team. A cost per qualified lead agreed in advance, so the campaign is judged on what it produced, not what it spent.
Judged against organic
Paid leads are reported beside organic leads, with conversion rates for both. If paid is not earning its place, it is paused. The media budget is yours, so the decision is yours.
Organic leads are the base, and paid media tops them up.
Media spend is yours, separate, and set by you.
The retainer covers the people who run the campaigns. The media budget is paid by you, to the platforms, at a level you set. We never mark it up, never hold it, and never take a percentage of it, because an agency that earns more when you spend more has a reason to tell you to spend more.
The spend and the cost
What went to each platform and what one qualified lead cost, against the figure agreed in advance.
What the leads did
How many were qualified, how many became conversations, and how they compare to the organic leads from the same month.
The recommendation
Continue, change or stop. With the reason, in one line.
Paid media comes with the department and is never sold on its own.
If you want someone to run ads and nothing else, plenty of people will take the brief. We will not, because ads without the base underneath them are the fastest way to spend a budget we described at the top of this page.