The umbrella discipline: every paid click, on every network, managed under one strategy and one P&L.
"PPC" is not one channel — it's a portfolio: search ads for intent, shopping ads for products, display for reach, remarketing for recovery. Run separately, they cannibalize each other and double-count conversions. Run together, they compound.
We manage the whole portfolio against one target — cost per acquisition or return on ad spend — and move budget weekly to wherever a dollar currently buys the most revenue. Channel loyalty is not a strategy.
Which auctions can profitably reach your customer — quantified per channel before launch.
Search first for intent, then shopping, remarketing and display in order of expected return.
One attribution scheme across networks — no channel takes credit for another's conversion.
Budget flows to the cheapest marginal conversion. Losers shrink, winners scale.
Illustrative trajectory on a typical engagement — not a guarantee of results.
Sustainable performance is built on rules, not loopholes. On this service we follow: