Paid media

Put budget behind what actually converts

Paid channels burn cash fast when spend chases clicks. I run paid media as a pipeline engine, so every dollar stays accountable to revenue.

What’s included

  • Channel strategy: I choose among Google, LinkedIn, Meta, TikTok, Reddit and retargeting based on where your buyers are and what your goals need.
  • Campaign builds: I build the campaigns, target the audiences and test creative to find what performs.
  • Landing page and offer alignment: I match each ad to its landing page and offer so clicks turn into leads.
  • Bid, budget and ROAS management: I adjust bids and move budget toward the channels and campaigns returning the most.
  • Reporting: I report cost per lead, click-through rate, CAC, payback and pipeline by channel every month.

How I approach it

I map spend to the funnel stage it moves, cut what underperforms quickly, and reinvest in the segments producing qualified leads. You always know what each channel returns.

Who this is for

B2B and DTC companies that spend on paid channels and want each one measured on cost per lead, click-through rate, CAC, payback and the pipeline it produces, with budget moved toward what performs.

Where I start

I start with a review of the account: spend by channel, what each channel returns, and where tracking has gaps. I fix measurement first, so every later decision rests on numbers you trust.

What you’ll see each month

One report in the same format every month: spend, cost per lead, click-through rate, CAC, payback and qualified pipeline by channel, what I cut and what I added.

Platforms this runs on

Most of this runs on tools you may already own. Here is what the work needs and what I would pick if you are starting from scratch.

What you need

  • Ad accounts you own: admin access for me, or the lower permission level I need to do the work.
  • Conversion tracking: GA4 and each platform’s tag, firing on real leads.
  • A customer relationship management (CRM) system: so spend ties to pipeline, not only form fills.

What I recommend

  • Google Ads and LinkedIn Campaign Manager for B2B demand.
  • Meta Ads Manager, TikTok Ads Manager and Reddit Ads for reach and retargeting where your buyers are.
  • Google Tag Manager and GA4 for tracking.
  • Your existing CRM, connected to your ad platforms.

Questions I hear

What budget do I need?

Enough for each campaign to collect clear results. On a single channel like Google Search, I recommend starting at about $3,000 to $5,000 a month in ad spend for a B2B company. Under $2,000, a campaign usually collects too little data to improve. For DTC brands, the number depends on average order value and margin, so I size it with you after reviewing your account. Each added channel needs its own budget, and I’d rather run fewer channels well than spread a small budget thin.

Do you work in my ad accounts?

Yes. I work inside your own accounts with admin access or a lower permission level I need to do the work, and the accounts stay yours.

Which channels do you recommend?

The ones your buyers use, tested against your goals. The channels I run today are Google, LinkedIn, Meta, TikTok, Reddit and retargeting.

Proof

Oversaw a $2M paid media budget across a 22-brand portfolio, reallocating spend toward the channels that produced qualified pipeline.

Let’s talk
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