The buyer tells you first.
The only channel where the buyer states the intent before you spend. See paid search →
Channels
Nine channels. One P&L.
Most operators know two of these well and guess at the rest. The guessing is where budgets go.
Which channels should you actually run? For most B2B companies under $250K a month: two, run properly. Above that, the mix starts to matter more than the execution, and the question becomes which channel is buying demand you can't get cheaper somewhere else. Ads by Jer runs search, social, OOH, DOOH, newsletters, podcasts, and affiliates, with millions deployed in each.
The portfolio
Where each channel earns its budget.
Demand capture · someone is already looking for you
Paid Search
Affiliates
Other people's audiences.
Partner and referral programs, paid on outcome, policed for brand bidding. See affiliates →
Demand creation · nobody was looking
Paid Social
Creative is the account.
Meta, LinkedIn, TikTok, and Reddit, run by deal shape. See paid social →
Newsletters
Borrowed trust.
Niche lists at a CPM that still makes sense, in the operator's voice. See newsletters →
Podcasts
Highest-intent audio.
Host-read placements, measured so you don't cancel a working channel. See podcasts →
Presence · buying memory, not clicks
YouTube & CTV
Measured or not run.
Holdout-tested video, added once the fundamentals earn it. See YouTube & CTV →
The method
How the split gets decided.
Budget goes to the channel where the next dollar is cheapest, adjusted for what you can measure. That second clause is what most media plans skip.
A channel you can't measure isn't automatically a bad channel. It's a channel that needs a different standard of proof: a geo holdout, a brand-search lift read, a self-reported attribution question at the form. Refusing to run anything you can't last-click is how B2B programs end up spending 90% of budget on demand capture and then wondering why demand stopped growing.
The honest part
When to ignore most of this page.
Below $100K a month, run search, run one social channel, and get the tracking right. Channel breadth is a scale problem, and buying it early is expensive.
Start here
Find out what's actually broken.
Thirty minutes, direct with Jer. He shows up with findings, not discovery questions.
Not ready to talk? Run the Leak Report →