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Paid Media Strategies Designed for Growth-Oriented Richmond Businesses

At PBJ Marketing, we don’t just push ads. We architect performance-driven campaigns that connect your brand to the right audience, using the channels that matter most in Richmond, whether that’s reaching families in Short Pump, young professionals in Scott’s Addition, or regional buyers across Central Virginia.

Richmond’s economy is fueled by a diverse mix of industries, including healthcare, higher education, state government, legal services, logistics, and a fast-growing small business scene. To succeed in this evolving market, paid media campaigns need to be as dynamic as the city itself.

Our Paid Media Strategy Approach for Richmond Businesses

Audience Targeting Rooted in Richmond’s Local Behavior

Richmond isn’t defined by one demographic or buyer type. It’s a city with deep historic roots and fast-evolving economic zones. We build audience strategies that reflect how people move, buy, and make decisions across neighborhoods and buyer segments.

How we localize paid media targeting:

  • Geo-targeting by zip code or neighborhood (e.g., The Fan District, Church Hill, Midlothian)
  • Platform selection based on local usage patterns, device types, and lifestyle clusters
  • Creative testing based on tone, value messaging, and regional sensitivities
  • Event-triggered and seasonal ad scheduling aligned with Richmond’s cultural and business calendar

This precision allows us to deliver more relevant ads, higher engagement, and stronger conversion performance — whether on mobile, desktop, or across social channels.

Campaign Frameworks Built Around Revenue Outcomes

At PBJ, we never start with ad platforms. Instead, we start with your business model. We ask how you make money, who your highest-value customers are, and what conversion actions move your bottom line. Then we map your paid media campaigns accordingly.

What we align to your revenue engine:

  • Defined goals such as leads, purchases, form submissions, or booked consultations
  • Creative and copy strategy tied to each funnel stage: awareness, consideration, conversion
  • Channel mix planning across search, social, display, and video
  • Scalable budget pacing to support your team’s operational and sales capacity

Whether your team is focused on improving cost per lead (CPL), maximizing return on ad spend (ROAS), or shortening your payback period, we build campaigns that reflect those realities.

Optimization That Prioritizes ROI, Not Just Clicks

Team planning strategy for a social media account

Campaign Management Built for Efficiency and Scale

We treat every ad dollar like it’s under scrutiny, because it should be. Our Richmond media team monitors campaign performance daily and makes adjustments in real time to reduce waste, drive qualified traffic, and improve return on investment. We’re not just optimizing for impressions or CTR; we’re optimizing for your actual bottom line.

Ongoing optimization in Richmond includes:

  • Bid strategy adjustments by geography, device, time of day, and engagement quality
  • Creative rotation to prevent fatigue and maximize CTR over time
  • Smart exclusions that prevent spend on customers already in your pipeline
  • Retargeting flows customized to conversion readiness and user behavior
  • Budget reallocation based on channel-level ROAS, cost per acquisition (CPA), and margin contribution

Every tactic is tracked and measured, then adjusted to create real, compound growth.

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review
Team conducting a digital audit with graphs and data

Metrics That Tie Paid Media to Revenue

We don’t overwhelm you with meaningless data. We surface the performance metrics that actually drive business decisions — and we present them in a format your stakeholders will understand. Whether your team reports weekly to leadership or needs daily updates for internal meetings, our dashboards are built to keep marketing accountable to revenue.

Core performance KPIs we report and optimize around:

  • Cost per lead (CPL), cost per acquisition (CPA), and return on ad spend (ROAS)
  • Customer lifetime value (LTV) and LTV:CAC ratio — key to profitable scaling
  • Funnel progression and attribution data (first-touch, last-touch, multi-touch)
  • Payback window by campaign and customer segment
  • Lead quality indicators such as time to close, call engagement, and form completion behavior

We don’t just show what happened — we explain why it matters, and what to do next.

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review

Paid Media Strategies for Richmond’s Core Industries

Richmond’s economy spans healthcare, higher education, nonprofit leadership, ecommerce, and professional services. Each industry demands a different media mix and KPI strategy. At PBJ Marketing, we tailor campaigns around your sector, your goals, and your market maturity — from regional awareness to direct-response performance.

Healthcare and Regional Medical Practices

From hospitals to private specialists and multi-location practices, healthcare organizations in Richmond need to capture high-intent searches while maintaining patient trust and compliance. We help you scale appointment bookings without violating ad policies or wasting budget.

Our healthcare ad strategies include:

  • HIPAA-compliant lead capture and gated conversion tracking
  • Campaigns segmented by high-LTV service lines and ZIP codes
  • Geo-fenced awareness ads for urgent care, diagnostics, or elective specialties
  • Retargeting flows for patients comparing options or insurance coverage

We measure performance by cost per booked appointment, LTV by treatment type, and payback period across referral channels.

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review

Higher Education and Vocational Programs

For Richmond’s universities, community colleges, and adult learning centers, enrollment growth depends on timing, targeting, and messaging that connects with students and families. Our paid media strategies drive awareness and applications at key points in the recruitment cycle.

Our education-focused campaigns include:

  • YouTube and paid social ads synced with application and FAFSA cycles
  • Search campaigns mapped to program-specific terms and career outcomes
  • Geo-targeting for commuter and relocation zones throughout Virginia
  • Application funnel analysis tied to CAC and enrollment rate

We optimize for cost per enrolled student, not just cost per lead.

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review

Nonprofit and Advocacy Campaigns

Richmond is home to powerful mission-based organizations, from housing equity groups to health-focused nonprofits. We build campaigns that support fundraising, volunteer outreach, and community visibility, without draining resources.

Tactics we use to support nonprofits and their media strategies:

  • Google Ads Grant management and performance tuning
  • Localized paid social ads for events, donation drives, and petitions
  • Emotionally resonant creative designed for trust and action
  • Cost per action (e.g., donations, volunteer signups) tracked and benchmarked

We focus on stretching your media dollars for maximum mission impact.

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review

Ecommerce and Direct-to-Consumer Brands

Richmond’s DTC and ecommerce startups are growing fast, and competing nationally. We help brands balance CAC and LTV by segmenting campaigns by product category, intent, and margin contribution.

Our ecommerce paid media work includes:

  • Smart Shopping and Meta ads optimized for ROAS and AOV
  • Retargeting based on cart abandonment, product views, and repeat behaviors
  • Audience suppression to reduce overspend on returning customers
  • Campaign pacing and budget alignment with inventory cycles

Every click is tracked, every channel mapped — from first impression to repeat purchase.

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review

Legal, Financial, and Professional Services

From law offices to accounting firms and marketing consultancies, Richmond’s professional services firms need lead generation that aligns with firm capacity and target client value. We build PPC and paid social campaigns that target qualified prospects and drive consistent inbound flow.

Campaign features for this particular sector:

  • Search campaigns mapped to high-intent, local keywords
  • Conversion-focused landing pages with tracked forms and call routing
  • Budget control to avoid overspend during downtime or holidays
  • Reporting tied to CPL, lead score, and closed-client revenue

We build campaigns that fill your pipeline with prospects who are ready to engage.

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review

Let’s Build a Paid Media Strategy That Grows With You

Whether you’re a healthcare provider looking to fill your appointment calendar, a university focused on enrollment lift, or a high-growth ecommerce brand ready to scale profitably: PBJ Marketing is your Richmond paid media partner.

We bring the full-funnel thinking, precise targeting, and revenue-first mindset that separates good campaigns from great ones. Let’s build a paid media strategy that actually earns its budget.

Get a Proposal

"…PBJ Marketing delivers the best product possible in terms of quality. Their service outperforms the competition."

Senior Program/Policy Analyst, National Education Association
clutch review

See What Our Clients Have to Say

Had an amazing experience working with PBJ. They matched to every single aspect I was looking for, making my business more accessible online. Their knowledge and experience made it so easy that soon enough I started seeing results.

Leo V

PBJ Marketing delivers innovative and designed focus solutions that increase digital media presence and boost customer/website interaction. Having worked closely with David and Phil, I highly recommend PBJ Marketing as your solution for success!

Jess B

Phil and David are a great team to work with. They are responsive and intuitive, and really see the overall picture. Never had a bad experience with PBJ, and I give big kudos for actually knowing how to mesh form and functionality to revitalize a site.

Rocco L

175 Varick St, New York, NY 10014

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Ready to build a brand that stands the test of time and drives business growth? Contact us today to discuss how we can transform your brand identity with expert precision and creative insight.