Q1 media plan · [Client redacted]
6 proposals from the model
The model proposed
What ships
The model proposed
Budget: 70% Search, 30% Performance Max
What ships
40 / 20 / 40 with LinkedIn. Half this buyer’s journey happens before anyone searches.
Goal: maximize conversions, target CPA $140
Bid to opportunity value. The $140 leads are students and vendors.
Audience: expand to in-market segments, +22% reach
Build from closed-won in the CRM. 300 accounts that look like customers, not 3 million.
Negatives: 212 terms from last quarter’s waste
Accepted. This is the work the machine does better than we do.
Creative: rotate 15 generated headlines
Three. Each answers the objection sales hears on the first call.
Offer: “Request a demo”
A 15-minute teardown of their current setup. Everyone offers a demo; nobody offers to show them what’s broken.
6 proposals · 1 accepted · 5 reshaped
— the value of experience and creativity
23
years in enterprise search
100s
of B2B accounts rebuilt
0
percent-of-spend contracts
4
ad platforms, one program
Case study · Client name redacted · Data-management software
Pipeline went from a missed target to 230% of target in two quarters.
A B2B software company selling to data and analytics leaders across North America and Europe. The quarter before we rebuilt their campaigns, pipeline was lagging. Two quarters later: $4.4M against a $1.9M target, MQLs at 238% of goal, and cost per qualified lead falling on every platform.
230%
Pipeline vs target
3×
Google conversions, Q2 to Q3
$4.4M
Pipeline in one quarter
Four calls that made the quarter
4 recommendations · 4 reshaped
What the model recommended
What we did
What the model recommended
Scale the top converter, the analyst-report campaign
What we did
Kept it and added SMB negatives. It was 64% of MQLs and 88% of disqualifications.
Cut brand campaigns to fund non-brand
Held brand. Zero disqualified, 15 to 17% to SQL, the cheapest MQLs in the mix.
Keep Meta for lead volume
Dropped it. Search carries intent; Google posted its highest conversion quarter on record.
Raise the Google budget now
Raised it 55%, but only after conversion volume proved out.
Q2–Q3 2026 · Google, Microsoft, LinkedIn
Programs and fees
Three fixed-fee programs, priced by scope.
A percent-of-spend fee rewards a bigger budget. A fixed fee rewards a better one. Every program includes conversion-tracking repair, weekly optimization, a live dashboard, and a monthly report with an executive summary and change log.
Search · one account
Managed
$1,750 / month
$1,750 one-time setup
One Google Ads account with Microsoft running alongside it, one lead funnel, media up to $10,000 a month.
Up to three platforms
Connected
most common
$3,000 / month
$3,000 one-time setup
A sales team that qualifies leads, a CRM we can connect to, and media up to $30,000 a month across platforms.
All four platforms · up to three accounts
Embedded
$6,000 / month
$6,000 one-time setup
Several business units, regions, or brands, media up to $75,000 a month.
- Everything in Connected
- Up to three accounts or business units
- Biweekly working calls
- Quarterly executive review
- Same-business-day response
- SEO/GEO available, $1,000 a month
Month-to-month, 30 days’ notice. Setup is billed with the first month and waived on a six-month prepay. Media spend above a program’s ceiling for two months running moves you up a program. Not sure which fits? The strategy call ends with a recommendation either way.
How an engagement runs
Fix measurement first. Then bid to pipeline.
Weeks 1–2
Audit and tracking
Conversion actions, GA4 key events, tag health, CRM stages. Nothing gets bid on until the numbers are trustworthy. You find out how many of your leads were never leads.
Weeks 3–4
Rebuild
Structure, search-term tiers, negatives, landing-page alignment, and ad copy grounded in what already converts. The waste comes out, and that budget moves to the terms that already produce SQLs.
Months 2–3
Bid to pipeline
Offline imports and value rules so the platforms optimize to SQLs and opportunities, not whoever fills a form. Cost per form fill usually rises for a while. Cost per qualified lead falls.
Ongoing
Scale with guardrails
Budget follows lead quality by campaign. Monthly review with sales, quarterly with leadership. One report a month you can forward as it is.
SEO and GEO, with any program or on its own
The same search data, working on both sides of the results page.
Paid search tells you which terms convert before SEO spends a quarter finding out. We use search-term data to set the month’s priorities, pull paid spend off terms you already own, and track where your company shows up when buyers ask ChatGPT, Gemini, and Google’s AI results instead of searching. Your team implements. We decide what comes first, so your developers spend their time on the fixes that move pipeline, not a 90-item audit.
Monthly monitoring
Rankings, Search Console, AI visibility, and paid overlap, read every month.
Priorities memo
What to fix first, with notes. Prioritized by paid conversion data, not crawl volume.
AI search visibility
Which prompts surface you, which surface competitors, and why.
Projects, quoted
Site audits, page-by-page optimization, redesign supervision, custom work.
Pricing
$1,000 a month, on its own or with any program.
Who this is for
B2B companies where a lead is the start of a sales cycle, not the end of one.
Fit
Mid-market B2B: SaaS and technology companies, manufacturers, and business services firms. Media of $3,000 a month or more. A sales team that will tell us which leads were good.
Not fit
E-commerce, local lead gen, anyone who wants a dashboard of clicks, or a budget that has to grow every month to keep the agency interested.
Google Ads · Microsoft Ads · LinkedIn Ads · ChatGPT Ads
Proudly not a partner of any of them. We work for you.
Start with a 30-minute strategy call.
You’ll leave with a read on your account and a recommendation.
If we’re not the right fit, we’ll say so.