Every channel, run as one system.
Nine channel types, nine dashboards, nine definitions of a conversion, and a blended number nobody trusts. The fix isn't better reporting across the vendors. It's not having nine vendors.
What does full-funnel paid media management include? Account architecture, structured testing, budget allocation tied to pipeline, CAC targets from unit economics, and a weekly operating review, run across nine channel types under one accountable lead rather than split across specialist vendors who never see each other's numbers.
Fragmentation doesn't announce itself.
Channel fragmentation shows up as a slow, unattributable rise in blended CAC while every individual channel report looks defensible.
Google says it drove the conversion. Meta says it drove the same conversion. LinkedIn reports a 30-day view-through that nobody believes but nobody removes. Meanwhile brand search is absorbing budget that non-brand should be proving it deserves, and because they sit in the same campaign, the efficiency of one is paying for the waste of the other.
This is the structure break, and it's the one that hides in plain sight the longest, because none of the individual reports are technically lying. See the three curve breaks →
Six things, every account.
Account Architecture
Campaign and ad group structure built around how buyers actually search and browse, not around whatever the account inherited from three agencies ago.
Conversion Volume Consolidation
Smart bidding needs roughly 30 conversions per 30 days per campaign to function. Accounts split across a dozen campaigns where none clear that bar get consolidated until they do.
Brand / Non-Brand Separation
Split budgets, split reporting, and a PMax brand exclusion list, so brand's efficiency stops concealing what prospecting actually costs.
Structured Testing
One variable at a time, success criteria written down before launch, and decisions documented so nobody relitigates a settled test in month four.
CAC Targets From Unit Economics
Targets derived from gross margin and payback window, not from last quarter's average, which is how a bad quarter quietly becomes the new goal.
Weekly Operating Review
A standing thirty minutes: what changed, what it cost, what happens next. No status deck, no screenshot of a dashboard you already have access to.
Nine channels. One P&L.
Someone's already looking.
Paid search across Google, Microsoft, and Reddit. Affiliates and partner programs, paid on outcome.
Nobody was looking yet.
Paid social across Meta, LinkedIn, TikTok, and Reddit. Newsletter sponsorships. Host-read podcast placements.
Buying memory, not clicks.
OOH concentrated by corridor. Programmatic DOOH targeted to the buildings your accounts occupy. YouTube and CTV, measured on holdout.
Millions deployed in each. Most operators know two of these well and guess at the rest, which is where budgets go. See all nine channels →
Structure work, in numbers.
At Pebl, brand and non-brand were sharing a campaign, which meant cheap brand clicks were averaging down a cost-per-click that non-brand was actually driving up. Separating them and rebuilding what was underneath took brand click cost from $16.82 to $4.59 and cut CPC 49% across the first quarter.
Paid traffic rose 154% in two months. Total media cost avoided across the engagement: $456,000.
We audit, we rebuild, we run it.
Reviewed end to end.
Accounts, creative, tracking, and funnel. Findings ranked by what each one costs you per month, written in plain language. You keep them either way.
Rebuilt to run.
Structure, measurement, and creative pipeline rebuilt. Fixes ship as they're found rather than queuing behind a report.
Hands in the account daily.
Weekly creative and optimization review. Monthly reporting built for a board deck rather than exported from a platform.
What we won't do.
We won't add a channel because it's on a list. Every channel we run has to earn its budget against the one it's taking it from, and for most companies under $250K a month, two channels run properly beat five run adequately.
We also won't take an account where the client wants to keep the reporting they already don't trust. If the numbers stay broken, the work is theater.
What buyers ask first.
Not ready for a retainer? Start with one.
Paid Media Experiment
One bet, designed and run on your account over two weeks, with a clear scale, kill or iterate readout.
See the experiment Fixed scope · $4,750Conversion Action Teardown
Every conversion action across Google and Meta, pulled apart, with a written fix list. About a week.
See the teardownFind out what's actually broken.
Thirty minutes, direct with Jer. He shows up with findings, not discovery questions.
Not ready to talk? See the case studies →