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Digital Skyl

Services — 02

Paid Media
measured against revenue, not reach

Spend that earns its place in the budget.

Paid media is the fastest way to find out whether a message works. It is also the fastest way to spend money on the wrong one. The difference is almost never the bidding — it is whether the account is structured so you can see which part of it is actually producing customers.

Most accounts we inherit report confidently on the wrong number. Impressions, clicks and platform-reported conversions all look healthy while the finance team sees something else entirely. We fix the measurement first, then optimise, because optimising towards a number you do not trust only gets you to the wrong place faster.

Discuss Paid Media

How we run it

The Paid Media engagement

Three stages, in this order. The sequence is the part that matters.

  1. 01

    Audit the account and the tracking

    Before touching a bid we check what the account is counting. Duplicate conversions, view-through credit, missing offline outcomes and platform attribution all inflate results in predictable ways. You get a plain-language read on how far the current reporting sits from reality.

  2. 02

    Rebuild around the metric that pays you

    Campaigns are restructured around profit or qualified pipeline — whatever your business actually banks — rather than lead volume. That usually means fewer campaigns, clearer segmentation, and a reporting view a non-marketer can read without a walkthrough.

  3. 03

    Test creative on a cadence

    In auctions this mature, creative is the main remaining lever. We run a standing production and testing cycle rather than refreshing ads once performance has already dropped, and we retire losing variants quickly instead of defending them.

Is this you?

Usually worth a conversation if

If none of these sound familiar, a different discipline is probably the better starting point — and we will say which.

  • Spend keeps rising but the pipeline does not
  • You cannot confidently tie advertising to revenue
  • An agency runs your accounts and you cannot see inside them
  • The same creative has been running for months

Related work

Paid Media in practice

Engagements where this discipline did the heavy lifting.

Case studies shown are illustrative placeholders pending client approval.

Questions

About Paid Media

Pricing, timelines and how engagements run are answered on the services overview.

General questions
Do we own the ad accounts?

Yes. We work inside your accounts, on your billing, with your team retained as owners. If we stop working together you keep the accounts, the history and the learning inside them — none of it leaves with us.

Do you charge a percentage of ad spend?

No. Percentage-of-spend pricing rewards an agency for talking you into a bigger budget, which is exactly the wrong incentive. We work on a flat retainer scoped to deliverables, so recommending that you spend less costs us nothing.

Is there a minimum budget?

There is a practical floor rather than a fixed one: below a certain spend, management fees consume too much of the budget to be worth paying, and you are better served running things in-house on a setup we hand over. We will tell you which side of that line you are on in the first conversation.

Also from us

The other five disciplines

Next step

Tell us what growth should look like

A 30-minute call, an honest read on where your budget is leaking, and a written plan whether or not you hire us.

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