Paid Media

Performance-driven paid acquisition across Google, Meta, LinkedIn, and niche channels

Signal-based targeting, proactive testing, and continuous optimization across paid channels. From search to social, we engineer campaigns that learn and adapt.

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When to Use

When you need to scale paid acquisition, optimize existing campaigns, or test new channels. Ideal for companies with product-market fit looking to accelerate growth through paid channels.

When Not to Use

If you're pre-product-market fit or need strategic GTM decisions. For pure execution without systems thinking, consider our GTM Engineering plays.

Paid Media Playbooks

11 playbooks

Core Paid Media Playbooks

Paid Media

RevOps

Deep Product Data Integration with Paid Ads

Train ad platform algorithms to find retained users — not bouncers — by optimizing CAPI for Synthetic Conversion Events correlated with Day 7 retention. Composite signals triggered when users hit their 'Product Aha Moment,' not just signups. CAPI + Pixel recovers up to 19% more attributed conversions and reduces CPA by up to 13%.

B2B Retargeting: Stage-by-Stage Paid Ads Sequence

Build stage-aware retargeting across Meta, LinkedIn, Display, and RLSA so prospects see the right message for their current funnel stage. Segmented sequencing materially outperforms one-size-fits-all retargeting on CTR, CPL, and pipeline velocity.

Ad Fatigue Scanner for Paid Social

Build an automated system that detects creative fatigue early, triggers alerts when frequency and CTR thresholds breach, and connects directly to your creative production pipeline.

Dynamic Negative Keyword Management System

Turn negative keyword management into an always-on operating system that protects Smart Bidding from garbage training data and recovers 20-40% of wasted spend in 60-90 days.

Competitor Ad Monitoring & Campaign Analysis

Build an always-on competitor monitoring system that converts competitive signals into weekly bid, budget, and campaign structure decisions instead of reactive quarterly audits.

Reverse Engineer Competitor Campaign Structure

Scrape and analyze UTM parameters from competitor landing pages to inform your own campaign hierarchy and strategy.

The PMax De-Risking Framework

Force transparency in PMax before optimizing. Protect brand search, eliminate zombie assets, and keep budget in high-intent inventory before a single dollar is wasted.

PMax Placement & Budget Distribution Breakdown

This playbook has been merged into 'The PMax De-Risking Framework' for a more comprehensive approach. See play_026.

N-Gram Analysis for Search Term Optimization

Break search queries into word patterns to find hidden waste and scale what converts — at the word level, not just the query level.

Medium

1-2 weeks

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Related Playbooks

These playbooks also leverage Paid Media principles

Executive GTM

Paid Media

PPC for Product-Market Fit & ICP Validation

Turn PPC into a PMF instrument panel for B2B SaaS by running $2,000-$5,000 validation sprints that test ICPs, problems, promises, and price bands in 2-4 weeks.

First-Party Signal-Guided Search Ads

Use your first-party data (CRM, product, lifecycle, website) to train Google Search on pipeline and revenue outcomes, not form fills. Start with simple signal uploads, then progress to programmatic, server-side signal loops as volume grows.

Medium

2-4 weeks

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