Paid Media Agency for Search, Social and Amazon
Three channels, one budget, one set of decisions. We plan paid search, paid social and Amazon together so the money follows the evidence rather than a fixed split.
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What Paid Media Covers Here
Paid media is any placement you buy rather than earn. We run three, each with its own specialists.
Paid search
Captures demand that already exists. Someone types the query, you appear against it. The fastest way to test whether a market wants what you sell.
Goes deeper into- Google Ads
- PPC audits and management
- Microsoft Ads
- Shopping and Performance Max
- Display and programmatic
- Remarketing
Paid social
Creates demand rather than capturing it. Reaches people by who they are and what they do, before they have thought to search. Creative decides most of the outcome.
Goes deeper into- Meta
- TikTok
- And the platforms your audience actually uses
Amazon
Sells inside the marketplace itself, where the shopper is already holding a basket. Media, listings and brand protection are one job, not three.
Goes deeper into- Amazon Ads and AMS
- Brand registry
- Product listings
- Creative listings
How a Paid Media Agency Should Decide Where the Money Goes
The split between channels is the decision that moves your numbers most, which is why ours is reviewed monthly against four things.
- 01
Cost per acquisition by channel
The obvious one, but only useful next to the other three. A channel can look expensive and still be the one bringing you new customers rather than repeat ones.
- 02
Where demand already exists
If people are searching for the category, search takes the larger share. If they are not, social and video have to create the interest before search has anything to capture.
- 03
What you already own organically
Terms where you rank at the top of the page are candidates for reduced paid spend, tested rather than assumed. More on that below.
- 04
Seasonality and stock
A media plan is paced against what you can supply, so demand arrives when you can fulfil it.
Where Paid Media Works With the Rest of the Plan
Paid media generates evidence faster than any other channel, because you buy the impressions rather than wait for them. That evidence is worth as much to the rest of the plan as the clicks are.
Paid and SEO, the same keyword list read twice
The ad account tells you which terms convert, at what cost, within days. Your organic rankings tell you which of those you already own. Reading the two together changes both plans.
It sets the SEO priority order. Instead of starting with whatever has the highest search volume, the roadmap starts with the terms that are proven to convert and where you are not yet on page one. That is a much shorter list, and every item on it has evidence behind it.
It also changes the paid list. Where you already hold the top organic position, we test whether the paid click is still adding anything before we keep paying for it. Sometimes it is, on brand terms a competitor is bidding on, or where the layout of the results page pushes organic below the fold. Often it is not, and that budget moves to a term you do not rank for at all. The point is that the decision is measured rather than assumed in either direction.
Your paid media account
Buys the impressions, so the answer arrives in days.
- A shorter SEO priority list Terms proven to convert.
- Briefs for the creative team What held attention, what was scrolled past.
- Briefs for content The exact wording people use.
- Budget moved, not cut Onto the terms you do not yet hold.
Paid and creative, a loop rather than a handover
In paid social, creative decides most of the result. The advantage of running both in one agency is speed of feedback: every campaign produces evidence about which hook, format and opening seconds hold attention and which are scrolled past.
That evidence goes to the creative team as a brief rather than as a monthly report, so the next round of assets is built on what performed. It works in the other direction too. When the creative team is producing for a brand campaign, the paid team can test the concepts cheaply before the full production budget is committed.
Paid and ecommerce, what you can afford to pay
The acceptable cost per acquisition depends on what happens after the first order. When conversion work and lifecycle flows are running properly, the value of a new customer rises, and the paid plan can be more ambitious on the campaigns that recruit rather than retain. Without that, paid media is judged on a single transaction, which makes it look more expensive than it is.
Paid and content, the questions people actually ask
Search term reports are the least glamorous export in the account and one of the most useful. They show the exact wording people use, including the questions and objections that never appear in a keyword tool. Those become content briefs, which is also what gets a brand quoted when an AI assistant answers the same question.
How Your Account Is Run Day to Day
A specialist in each platform
Search, social and Amazon are run by people who work in those platforms daily and hold the platform certifications. Your account manager keeps the plan, the budget and the deadlines together across the three.
Changes that are recorded
Every structural change to an account is logged with the reason and the date, so performance shifts can be traced to a decision rather than guessed at three months later.
Accounts that stay yours
Ad accounts, pixels and historical data belong to you. The account structure is documented, so the work is transferable rather than dependent on the person who built it.
Reporting That Explains the Number
Monthly reporting covers what changed, what it cost, what it returned and what happens next, with the platform detail available underneath for anyone who wants to check the working. Where the answer is that a channel is not performing and the budget should move, the report says so, and says where it should go.
Attribution models don't tell you the truth, they tell you a version of it. Last click over-rewards search and retargeting, data-driven models hide their logic, and platform reporting will always claim more than it delivered. The mistake is picking one model and treating it as fact. What actually improves performance is triangulating: compare platform data with GA4, blended CAC and incrementality tests, then use the gaps between them to decide where to move budget. Attribution is a decision tool, not a scorecard.
Paid Media in Regulated Categories
Some categories decide what an advert can claim before anyone decides what it should say. Pet and animal health is the clearest example we work in, where Veterinary Medicines Directorate requirements govern the wording, and retailers apply their own standards on top. Writing to those constraints from the first draft keeps campaigns live, which matters more in paid media than anywhere else, because a disapproved ad stops spending and starts costing.
See our pet and veterinary workTell Us What the Budget Has to Achieve
A launch, a new market, a target cost per sale, or an account that has stopped improving. Send us the objective and the current numbers, and we will come back with how we would spend it and what we would expect from it.
Start a conversationPaid Media Questions, Answered
How do you decide the split between search, social and Amazon?
From demand, margin and what you already own. If people are actively searching for what you sell, search takes the larger share because the intent is already there. If the category is new, social and video have to build the interest first. Amazon takes a share proportionate to how much of your category is bought on the marketplace rather than on your own site, which varies enormously between sectors.
Can we run paid search and SEO on the same terms without wasting money?
Yes, and often you should. The two are not automatically duplicates. On a results page where organic sits below ads, maps and AI answers, the paid position may still be the only visible one. The test is whether paid clicks are incremental on that specific term, which we measure by pausing selectively and watching what happens to total conversions, not just to paid ones. Where they are not incremental, the budget moves to terms you do not rank for.
Who makes the creative for paid social?
Our creative and video teams, working from what the ad accounts show is holding attention. If you have an existing creative partner or an in house studio, we brief them instead and feed the same performance evidence into their work.
How often do you change things in the account?
Weekly at minimum for optimisation, monthly for structural review. Changing too often is as damaging as changing too rarely, because the platforms need enough conversions to learn from before a signal means anything.
Do you take on accounts that are already running?
Regularly. It usually starts with an audit rather than a rebuild, because there is normally performance in an existing account that is worth keeping, and a full restructure resets the learning the platforms have already done.
