Channel Execution: paid tuned to real CAC

The core

Google, run end to end

Search and PMax carry most B2B paid budgets, and they're usually run on autopilot: stale structures, platform-reported conversions, budgets that move quarterly. We run the account hands-on, weekly, against the number your CRM says is true.

Search & Performance Max

Campaigns structured around your ICPs, not Google's defaults. When a client's funnel split into two audiences, the account got restructured around the one that converted.

Account restructures

Most inherited accounts fight themselves: overlapping campaigns, mixed intents, budgets spread thin. We've rebuilt these mid-flight without losing the conversion history that smart bidding depends on.

Query & negative hygiene

The unglamorous weekly work that decides whether spend goes to buyers or browsers. It's scheduled, not aspirational.

Offline-conversion feedback

Closed-won data from your CRM fed back into bidding, so Google optimizes toward revenue instead of form fills. Built on the rails layer, wired once, compounding after.

Budget pacing

Spend checked against forecast weekly, moved when the numbers say so. Drift gets caught in days, and nobody discovers an overspend at month-end.

The frontier

The channels most teams haven't touched

Every channel is cheapest before the crowd arrives. We've launched five new paid channels for clients in the past year, and the pattern is always the same: small test budget, clean measurement from day one, then a real decision at 30 days.

AI search

Visibility where AI-powered search answers get formed, which is increasingly where your buyers start. The thinking is written up in The Future of SEO.

OpenAI ads

Paid placements inside ChatGPT, on a platform most media plans haven't caught up to. We've already launched campaigns here for a B2B client, while the auction is still young and the pricing still favors the early.

LinkedIn retargeting

Not cold LinkedIn, which burns budgets. Retargeting warm traffic with click IDs captured, so the expensive clicks get measured all the way to the CRM.

Direct mail tests

Old channel, empty inbox. We've run structured direct mail tests for B2B, treated exactly like a paid channel: costed, tracked, and killed or scaled on the numbers.

The cadence

Budgets don't drift when somebody reads them daily

Channel execution isn't a launch, it's an operating rhythm. Ours is fixed, and you can see it working in your own Slack: the number arrives every morning whether it's good or not.

DailyCAC and spend by ICP, posted to your Slack every morning

WeeklyBudget moves, query hygiene, and creative rotation

MonthlyForecast check: thesis versus actuals, in writing

Proof

What this looked like for real clients

B2B SaaSFintech · Series B

A paid account restructured around clean ICP-level reporting, with five new channels launched alongside it. Onboarding CAC improved roughly 9% month over month once spend followed the real numbers.

CPA practiceProfessional services

One channel, run properly, on top of clean tracking: 20% lead-to-client conversion, 7x the 2.8% industry average, and break-even inside the engagement window.

Martech platformGrowth stage

Offline conversions wired back to four ad platforms, so every one of them started optimizing toward closed revenue instead of form fills. The channel work inherits it from day one.

Clients stay anonymous here by default, and every figure holds up to reference checks. Where search is heading is written up in full: The Future of SEO.

Bring the CAC you don't believe

A 30-minute call. Bring the platform dashboards and the number your finance person calculates, and we'll tell you where the gap comes from and whether the account is fixable, honestly, including when it's fine and the problem is elsewhere.

Book an intro call Or meet the team first