Thesis Work Disciplines Pipeline About Verticals Approach Start a brief →
04 · Paid Media

Media that compounds.

Planning, buying, and optimization across Meta, Google, and emerging platforms. Built to compound, not to chase a quarterly number. Senior-led, no platform reps in the loop.

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Discipline 04 of 07
Brands in motion
What it is

Paid as a flywheel.

Strategy + execution
Compounding, not chasing

Most paid programs run from one period to the next, looking for the next pop. The number goes up and nobody knows why. We build paid programs that compound. Creative that learns. Audiences that build. Channels that work together instead of competing for last-click credit. Built around the strategy, not the dashboard.

Where the line is

What this isn't.

The no list
Be sure first

No programmatic display. No affiliate channel management. No platform reps in the loop. No black-box dashboards. You own every account, every audience, every creative asset when you leave.

Process

How we run paid.

04 phases
Built to compound
Phase 01≈ 1 week

Audit

Account audit, attribution audit, creative audit. Where the leaks are and where the upside lives.

Phase 02≈ 1 to 2 weeks

Plan

Channel mix, budget allocation, creative system, measurement model. The plan you'll actually execute against.

Phase 03Ongoing

Run

Daily management, weekly creative refreshes, monthly strategy review. No set-and-forget.

Phase 04Ongoing

Compound

Audiences and creative get smarter month over month. The program builds equity, not just spend.

Deliverables

What you get.

Plan, run, report
No black box
01Media plan
02Creative system
03Attribution model
04Weekly performance reports
05Monthly strategy reviews
06Standing compound check
Engagement

How it runs.

Retainer model
3-month minimum
Duration
3-month minimum
Compounding takes time. Less than three months and there's nothing to learn from.
Team
Lead + analyst
Senior media lead, paired with an analyst. The lead never goes away on you.
Format
Standing retainer
Monthly retainer with weekly cadence. You own the accounts and the data.
Often paired with

What goes with it.

03 of the seven
Creative and content feed it
Ready to brief

Build a paid program that compounds.

Strategy, creative, channels, measurement. Run by a senior team that lives in the accounts. If your paid program is leaking or stalling, this is the conversation.

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