Paid Media Advertising
Paid media puts a business in front of customers at the moments they are deciding where to go, what to buy, and who to call. We plan, build, and manage campaigns across search, social, and streaming platforms, with each channel assigned a clear role and every campaign tied to conversion tracking that shows what it produced.
Search Engine Marketing (SEM) reaches people on Google and Bing at the moment they search for something specific, like a dinner reservation near the waterfront or a bike rental by the hour. Because those searchers are already looking, search is the channel most closely tied to existing demand and usually the first place a budget should go. We build campaigns around the terms customers actually use, separate brand searches from category searches so each gets its own budget, and set location targeting based on where customers travel from as well as where the business is. Remarketing through Google's display and video network then follows up with visitors who left the site without booking or buying.
Paid Social runs across Facebook, Instagram, TikTok, LinkedIn, and Reddit, reaching people based on who they are, where they live, and what they engage with. It builds familiarity before someone starts searching, so the business is already recognizable when that search happens. A restaurant can reach visitors planning a weekend trip to town, an outfitter can reach people within a few hours' drive who follow paddling and hiking accounts, and a B2B company can reach decision-makers by job title and industry. We match creative to where each audience is in its decision. New audiences get an introduction to the business, and people who have already visited the site or engaged with past posts see the offer first.
Programmatic OTT/CTV places display, video, and audio ads across thousands of websites, apps, and streaming services through automated buying platforms. Connected TV (CTV) and over-the-top (OTT) placements put video ads on ad-supported streaming services like YouTube, Hulu, Peacock, and Amazon Prime Video, reaching a growing audience that has left traditional cable behind. Programmatic buying brings TV-style video within reach of budgets that could never support a broadcast buy, with targeting by location, household interests, and past site visits. For destination businesses, it is one of the most efficient ways to build awareness in drive markets several hours away ahead of the season.
Deliverables âž”
Search Engine Marketing (SEM)
• Keyword research and campaign structure across brand, category, and competitor terms
• Location targeting matched to where customers live and travel from
• Ad copy, assets, and landing page recommendations
• Remarketing to first party data lists and retargeting to past site visitors and high-engagers
• Conversion tracking for calls, forms, bookings, and purchases
Paid Social
• Audience building from interests, demographics, location, and customer lists
• Separate creative for new and returning audiences
• Meta Pixel and Conversions API setup so platforms optimize toward bookings and purchases
• Format testing, from single images to short-form video
• Budget shifts toward the platforms and audiences with the lowest average cost per conversion
Programmatic & Streaming TV
• Streaming TV, online video, display, and audio placements
• Geographic targeting down to the zip code in key feeder markets
• Audience targeting from site visitors, customer lists, and interest segments
• Frequency caps that limit how often the same household sees an ad
• Reporting on site visits and conversions that followed an ad view
The three channels work as a sequence. Streaming and social introduce the business to new audiences and build remarketing lists, and search captures the demand they create. Budgets are paced to the way demand builds and falls through the year. Reach out to schedule a review of your ad accounts and conversion tracking, and see where your spend can go further.
