What I take on
- The budget by channel. Where the next dollar goes, decided on what a customer costs in each channel rather than on the platform's own conversion count.
- Tracking that counts customers. Each sale or paid deposit goes back to the ad platform against the click that brought it, so the bidding learns from customers. See measurement and attribution.
- Landing pages that match the ad. Built with the campaign rather than after it. See websites and landing pages.
- Tests with a rule set before the money. I decide how many conversions a test needs before anyone calls a winner, so one lucky week doesn't move the budget.
- Direct mail in the same budget. For one client, the month's direct mail sits in the same channel mix as search, and the return counts both.
Who does what
Since mid-2022 I've run paid media this way. The specialist reports to me, and you hear from me.
Me
- Strategy and the budget by channel
- Conversion tracking and offline imports
- Landing pages
- The specialist's priorities, every week
- The monthly report and what to change next
The paid media specialist
- Campaign builds and structure
- Bids, keywords and audiences
- Ad copy and creative tests
- Daily checks on spend and pacing
A result, with its source
98%
gross ROI for a Texas residential energy sales organization, October 2025
Every Google Ads campaign, the month's direct mail and my retainer on one side. The commission from every enrollment source on the other.
$153,360 in modeled commission on a $77,439 channel mix: every Google Ads campaign, the month's direct mail and my retainer. 593 enrollments at $130.59 each. Read the case study
Paid media inside a bigger program
Paid media is often one piece of what I run for a client. If you want one person to own the budget across every channel, see growth marketing management.
