Paid media at its best is a revenue multiplier - you put in $1 and reliably get $3-$5 back, with the confidence to scale investment as you scale the return. But this state takes 3-6 months of systematic testing, optimization, and audience refinement to reach. Most companies give up or shift strategies too early, never reaching the profitable steady-state where paid becomes a dependable growth lever.
Mark builds paid media programs designed for the long game - the right channel selection for your ICP, proper conversion tracking, realistic CAC targets based on actual unit economics, and the testing infrastructure that compounds improvements over time.
Intent-based search advertising for bottom-of-funnel buyers actively searching for your category. Keyword strategy, match type selection, Quality Score optimization, landing page alignment, and the bidding strategies that balance volume and efficiency.
B2B paid social with the best professional targeting available. Company, job title, seniority, industry, and account-based targeting. LinkedIn is expensive on CPM but invaluable for reaching senior buyers at exact target accounts when organic isn't reaching them.
Broad-reach and retargeting campaigns for B2C and some B2B audiences. Lookalike modeling, interest targeting, and the creative testing infrastructure that keeps winning ad creative fresh as audiences develop banner blindness.
Display advertising, sponsored content, programmatic buys, and content syndication for top-of-funnel awareness at scale. Brand building and intent signal generation for longer B2B sales cycles.
Proper conversion event setup in Google Ads, LinkedIn Ads, and Meta Ads Manager. UTM parameter architecture. CRM integration so you can see which paid campaigns are driving pipeline and revenue, not just form fills.
Paid traffic deserves dedicated, optimized landing pages - not your homepage. Message match, clear value proposition, social proof, and conversion-focused design that makes every dollar of paid traffic work harder.
Start with Google Search (capture existing demand) + LinkedIn Ads (reach exact buyer personas). Budget: minimum $8K-$15K/month to generate statistically significant data. Retarget engaged prospects with sequential messaging. Expect 90-120 days to profitable CAC.
LinkedIn is the primary channel for senior buyer targeting. Google Search for branded and intent keywords. Content amplification via paid social to keep your thinking visible to prospects who aren't ready to buy yet. Budget: $5K-$10K/month minimum.
Meta is often the primary channel for DTC paid acquisition with Google Shopping for high-intent product searches. Budget: Meta 60-70%, Google 30-40%. Retargeting to cart abandoners and past purchasers typically 3-5x ROAS vs. cold traffic.
Google Local Service Ads + Google Search with geographic targeting. Reviews are a conversion factor even in paid - a 4.8-star business consistently outperforms a 4.0-star business even at identical ad positions.
Paid media as part of a multi-channel demand gen strategy - integrated with content, email, and outbound.
Paid acquisition strategy focused on generating qualified leads that convert to pipeline.
Paid media as part of an ABM strategy targeting exact accounts with personalized messaging.