The thinking layer above the campaigns: which channels, which budgets, which targets — derived from your margins, not from habit.
Most PPC accounts weren't designed — they accreted. A campaign here, a channel there, budgets set by last year plus ten percent. The result is spend allocated by history and habit instead of by where the next profitable customer actually is.
A real strategy starts from unit economics: what a customer is worth, what acquiring one can cost, which auctions can deliver at that price. From there we derive the channel mix, budget architecture, bidding targets and the measurement plan that keeps everyone honest.
Search demand, auction prices, competitor spend patterns and creative angles — quantified.
CAC ceilings, channel-level forecasts and break-even math from your real margin data.
The mix, the budgets, the bidding targets and the order of launch — with reasoning attached.
KPI tree, reporting rhythm and decision rules for scaling, pausing and reallocating.
Illustrative trajectory on a typical engagement — not a guarantee of results.
Sustainable performance is built on rules, not loopholes. On this service we follow: