Paid media. Real business impact.

Paid Media Agency
Focused on
Profitable Growth

Paid media should do more than keep campaigns active or generate a steady stream of clicks. It should create measurable growth.

We plan, build and optimize paid media programs across search, social, shopping, display, video and commerce platforms with one goal in mind: to turn advertising spend into qualified demand, customers and revenue.

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Google Premier PartnerFull-funnel strategy
One connected paid media program
Search & PPC Paid social Shopping Display Video ChatGPT & more
Strategy · Creative · Measurement
Your business goals.
Every channel aligned.
Qualified demandCustomersRevenue
Test. Learn. Reallocate. Grow.

Performance
with a purpose.

+62%Qualified paid media leads VSI8×Private-event campaign ROI Tom’s Watch Bar122Total campaign enrollments Truth Initiative · 73 attributed to paid media

Built around your business

Our team works across the full funnel, from capturing people already searching for what you sell to creating demand among audiences that may not know your brand yet. We connect channel strategy, audience targeting, creative, landing-page experience and measurement so every campaign has a defined role.

Whether you are trying to lower customer acquisition cost, improve return on ad spend, enter a new market or scale a channel that is already working, we build each paid media program around the economics of your business – not around a one-size-fits-all media plan.

01 / Business outcomes

Paid Media Management Services Built Around Business Outcomes

The strongest paid media programs are not run one platform at a time. Search, social, shopping, display, video and remarketing influence different moments in the customer journey, and the right mix depends on how your customers discover, evaluate and buy. Our team coordinates those channels as one portfolio, with budget decisions tied to the outcomes your business actually cares about.

How we define a valuable conversion

That starts by defining what a valuable conversion looks like. For one client, that may be a booked appointment. For another, it may be an ecommerce purchase, an enrollment, a qualified sales opportunity or a donation.

We then structure campaigns, bidding, audiences and reporting around those outcomes so we can distinguish productive spend from activity that looks good inside an ad platform but does not create meaningful business value.

01

Capture High-Intent Demand

Paid search and Shopping campaigns give you the ability to show up when potential customers are already expressing intent. We structure those campaigns around the language people use, the products or services they are evaluating, the geography they are in and the likelihood that a click will convert into a valuable customer.

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That means going beyond broad keyword lists. We organize campaigns around search intent, match types, product or service value, audience signals and conversion data, then connect ads to landing pages that continue the same message. The objective is not simply to increase traffic. It is to capture more of the demand that is most likely to turn into revenue while protecting budget from searches that are unlikely to convert.

02

Reduce Wasted Spend and Customer Acquisition Cost

Paid media performance often improves as much from what you stop funding as from what you add. We continuously evaluate search terms, audiences, placements, devices, geographies, creative, bidding and conversion quality to identify where spend is creating incremental value – and where it is leaking into low-quality traffic or redundant exposure.

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We use that analysis to refine negatives and exclusions, rebalance budgets, adjust bids, retire weak creative and separate high-value audiences from low-intent activity.

Over time, this creates a more efficient account structure and a clearer understanding of what it actually costs to acquire the customers you want. The goal is to improve CPA and CAC without shrinking the program simply for the sake of making efficiency metrics look better.

03

Scale What Produces Revenue

Efficiency matters, but growth requires knowing when to push. Once campaigns demonstrate that they can acquire the right customers at an acceptable cost, we look for responsible ways to scale – increasing budget, expanding keyword or audience coverage, opening new geographies, testing adjacent channels or introducing new creative and offers.

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We do not treat every conversion as equal. Where the data is available, we look beyond platform-reported leads or purchases to understand lead quality, downstream revenue, repeat purchase behavior and customer value. That helps us scale the campaigns contributing to profitable growth while reducing or reworking the activity that generates volume without enough business value behind it.

02 / Our approach

How Our Paid Media Strategy Works

Successful paid media is a continuous operating process, not a campaign that gets launched and occasionally checked. We start with the economics of your business, build a channel and measurement plan around those economics, launch with clear hypotheses and then improve the program as real performance data comes in.

The questions behind every decision

Our approach is designed to answer four questions on an ongoing basis: Where is the best opportunity to acquire the right customer? What message and experience are most likely to move that customer forward? What is the true cost and value of the conversion? And where should the next dollar of budget go?

  1. 01

    Diagnose the Business and Measurement Foundation

    Before we recommend channels or budgets, we need to understand how your business makes money. We review what a qualified conversion is worth, how long it takes a lead to become a customer, where current campaigns are succeeding or leaking spend, and whether your tracking can support confident decisions.

    Depending on the account, that analysis may cover campaign structure, conversion actions, CRM data, search terms, audience quality, product feeds, attribution, landing pages, geographic performance and historical trends.

    Our experts identify measurement gaps early. If the ad platform is optimizing toward the wrong conversion or cannot distinguish a high-quality lead from a low-quality one, even a technically well-managed campaign can scale in the wrong direction.

  2. 02

    Build the Paid Media Strategy and Channel Mix

    Once the foundation is clear, we map audiences, search intent, funnel stages, geographies, offers and business goals to the channels best suited to reach them. Paid search may capture demand that already exists, while paid social, video, display or programmatic media can create and shape demand earlier in the journey. Shopping and marketplace advertising can play a different role for ecommerce brands.

    The point is not to be everywhere. It is to give each channel a defined job and an appropriate budget. We build the media plan around expected opportunity, competitive conditions, audience behavior, conversion economics and the amount of data needed to learn – then create a structure that can evolve as performance reveals where the strongest opportunities actually are.

  3. 03

    Launch Creative, Messaging and Conversion Paths Together

    Targeting can put an ad in front of the right person, but the message still has to earn attention and the landing experience still has to convert it. Our team develops campaigns with the ad, audience and destination designed to work together rather than treating creative as a final layer added after the media plan is finished.

    We test value propositions, calls to action, formats, imagery, video, offers and landing-page experiences across different audiences and stages of the funnel. Performance is evaluated beyond click-through rate. A creative concept that gets attention but produces weak leads is not a winner. We look for the combinations of message, audience and conversion path that generate the strongest downstream business results.

  4. 04

    Test, Reallocate and Compound Performance

    Paid media optimization is continuous. We test bids, audiences, match types, creative, offers, landing pages and budget allocation, then use the results to make the next round of decisions. Some tests are designed to improve conversion rate. Others are designed to expand volume, reduce wasted spend, improve lead quality or determine whether a channel is creating incremental demand.

    As the program matures, budget moves toward statistically meaningful winners and away from areas that cannot justify their spend. Performance is reviewed against business KPIs such as CPL, CPA, CAC, ROAS, revenue, LTV and payback period – not clicks and impressions in isolation. The result is a paid media program that gets smarter as it operates.

03 / Channels & services

Paid Media Services Across Search, Social, Video and Commerce

Customers do not move through the buying journey in a straight line, and they do not spend all of their time on one platform. Our team works across the channels people use to discover brands, research options, compare solutions and make decisions.

How the channels work together

We build channel-specific campaigns, but we coordinate them as one connected portfolio. Search can capture intent. Social and video can create demand and shape consideration. Display and remarketing can keep a brand visible between visits. Shopping and Amazon can bring product discovery closer to the point of purchase. The right mix depends on your audience, business model and growth goals – not on a predetermined channel package.

02

Google Shopping & Performance Max

For ecommerce and product-led businesses, paid media performance depends heavily on the quality of the product data feeding the platforms. We build and optimize Google Shopping and Performance Max campaigns with attention to product feeds, inventory, margin, pricing, category structure, conversion data and the differences between high-value and low-value SKUs.

We segment campaigns so budgets can reflect real product economics instead of letting automation treat the catalog as one undifferentiated pool. That may mean separating products by margin, category, performance, seasonality or strategic priority, improving feed attributes, controlling exclusions and monitoring how automated campaigns are allocating spend across inventory and audiences. The objective is profitable product growth, not simply more reported conversions.

Explore Shopping & Performance Max services
03

Paid Social Advertising

Paid social is most valuable when it has a specific job in the customer journey. We use social advertising to create demand, reach precisely defined audiences, re-engage high-value prospects and generate conversions among people who may not yet be actively searching for a solution.

Our paid social strategy can span:

  • Facebook Ads: Reach broad or highly defined consumer audiences through prospecting, retargeting, lead-generation and conversion campaigns. Facebook can be especially effective when first-party data, website behavior and strong creative are used together to identify and expand high-value audiences.
  • Instagram Ads: Use visual-first placements across Feed, Stories and Reels to introduce products and services, demonstrate value and stay visible throughout the consideration process. We test imagery, video, messaging and calls to action to understand what moves users from attention to action.
  • LinkedIn Ads: Reach B2B audiences using professional signals such as company, industry, seniority and job function. LinkedIn can play an important role in longer sales cycles where the objective is to influence a defined buying committee rather than generate an immediate transaction.
  • TikTok Ads: Reach discovery-oriented audiences with creative that feels native to the platform. TikTok can be useful for brands that have a strong visual story, a compelling offer or an opportunity to create demand before a user begins actively searching.
  • Twitter (X) Ads: Twitter (X) advertising helps brands reach relevant audiences around timely conversations, interests and events. We align creative, targeting and ongoing optimization with business goals, evaluating performance through qualified traffic, conversion quality and acquisition costs.

Across platforms, we connect audience segmentation with creative testing, sequential messaging, retargeting and conversion data. For Facebook and Instagram specifically, that means optimizing Meta campaigns with attention to how each placement, format and audience contributes to the larger acquisition strategy – not treating the two platforms as interchangeable.

Explore Paid social services
04

Display Advertising & Remarketing

Display and remarketing extend the relationship beyond the initial search, ad click or site visit. Our team uses audience behavior, funnel stage, placement controls and creative sequencing to keep the brand visible without turning remarketing into repetitive exposure that adds cost without adding value.

We can segment audiences based on the actions they have already taken – such as visiting a key service page, viewing a product, starting a conversion or returning to the site – and tailor the message accordingly. Frequency, exclusions and conversion windows matter. The goal is to re-engage people when another touchpoint can genuinely move them forward, while limiting impressions to users who have already converted or are unlikely to become valuable customers.

05

YouTube & Video Advertising

Video can build awareness, explain a complex offer and re-engage high-value audiences across the funnel. We use YouTube and other video placements across pre-roll, mid-roll and streaming environments, matching creative length, message and targeting to the viewer’s stage in the journey.

We plan video as part of the larger media system rather than treating views as the final outcome. That means looking at who is being reached, how audiences behave after exposure, whether video contributes to branded search or direct-response performance, and how remarketing can build on that first touch. Creative can then be refined around the hooks, formats and messages that keep attention and contribute to site engagement, qualified conversions and broader campaign performance.

06

Programmatic & Native Advertising

Programmatic and native advertising can expand reach beyond search and social when audience quality, context and placement are controlled carefully. We use these channels to reach relevant prospects across publisher environments, extend high-performing audience strategies and create additional touchpoints throughout longer consideration cycles.

The value comes from disciplined media buying, not from buying impressions at scale. We evaluate placements, audience segments, viewability, frequency, engagement and conversion quality to understand where programmatic spend is contributing and where it is simply adding noise. Native placements can also align the ad experience more closely with the surrounding content, creating a less disruptive way to introduce a message when the context is relevant.

07

Amazon Advertising

For brands selling on Amazon, advertising sits unusually close to the point of purchase. We build Amazon campaigns around product visibility, purchase intent, competitive positioning and profitability, with strategy that can span sponsored placements, keyword targeting, product targeting, brand defense and competitor conquesting.

Campaign decisions should reflect more than ad-attributed sales. We look at which products deserve additional visibility, how advertising interacts with organic marketplace performance, whether budget is concentrating on the right SKUs and how margin affects the amount a brand can afford to spend to acquire a sale. The objective is to grow marketplace revenue without losing sight of the economics behind that growth.

Explore Amazon services
08

ChatGPT Advertising

ChatGPT advertising can connect brands with people as they research a need, evaluate options and work toward a purchase decision. Ads use conversational context to help match relevant offers with moments of interest, appearing as clearly labeled placements separate from ChatGPT’s answers. We build campaigns around the problems a product or service solves, aligning messaging, creative and landing pages with the use cases and considerations that matter to potential customers.

We plan ChatGPT advertising as part of the larger media strategy, with clear objectives and a disciplined approach to testing. That means evaluating which messages attract qualified traffic, how visitors engage after the click and whether campaigns contribute to leads, sales and sustainable acquisition costs. We use available platform reporting alongside site analytics to refine creative, bids and budget allocation, assessing how the channel complements search, social and other acquisition efforts. The objective is to establish where conversational advertising can contribute to business growth and scale investment as the evidence supports it.

09

Google Ad Grants for Nonprofits

Eligible nonprofits can receive up to $10,000 per month in Google Ads search advertising through Google Ad Grants, but the grant only creates value when the account is structured around meaningful actions and operated within program requirements. We help nonprofits use the grant to expand search visibility while connecting campaigns to goals such as donations, program participation, volunteer sign-ups, toolkit downloads, newsletter growth and mission awareness.

We organize campaigns around relevant themes and intent, maintain conversion tracking, monitor search-term quality and continually refine bids, keywords and landing-page alignment. For organizations also using paid search outside the grant, the two programs can be planned together so the grant expands reach without forcing every objective into the same campaign structure.

Explore Google Ad Grants services

04 / Measure what matters

Measurement, Attribution & Incrementality

A paid media channel can look efficient inside the platform and still fail to create enough incremental business value. We connect campaign performance to the broader customer journey so we can understand not only what received credit for a conversion, but what is actually helping create growth.

Depending on your business and data maturity, that measurement framework can include:

  • 01

    Conversion tracking and CRM integration:

    Connect ad interactions to qualified leads, purchases, booked appointments, enrollments, donations or downstream revenue instead of optimizing only toward surface-level platform events.

  • 02

    Attribution analysis:

    Use first-touch, last-touch and multi-touch views to understand how channels and campaigns participate in the path to conversion while recognizing the limitations of attribution models.

  • 03

    Incrementality testing:

    Use holdouts, geographic tests, channel experiments or other controlled approaches when the program is mature enough to determine whether media created demand that would not otherwise have occurred.

  • 04

    Business-level efficiency metrics:

    Evaluate CAC, ROAS, LTV:CAC, payback period, lead quality and revenue contribution so budget decisions reflect the economics of the customer – not just the cost of the click or conversion.

No single measurement method tells the whole story. The goal is to combine platform data, business data and testing so we can make increasingly confident decisions about which campaigns deserve more investment, which are capturing demand that would have converted anyway and where the next dollar is most likely to create growth.

CACROASLTV:CACRevenue

05 / Why PBJ

Why Businesses Choose PBJ Marketing for Paid Media

As a Google Premier Partner, our paid media team stays close to strategy, analysis, testing and execution. We do not define success by how many campaigns are live or how much traffic they generate. We focus on the business outcomes the media is supposed to influence – qualified leads, customer acquisition cost, return on ad spend, revenue, customer value and profitable scale.

That performance mindset is reflected in the work:

  • Healthcare

    VSI

    +62%
    qualified paid media leads

    VSI: Our paid media program helped increase qualified paid media leads by 62%, improve lead-to-patient conversion by 109% and increase surgery bookings by 58%.

  • Hospitality

    Tom’s Watch Bar

    8×
    ROI from private-event campaigns

    Tom's Watch Bar: Paid media generated an 8x ROI from private-event campaigns.

  • Nonprofit

    Truth Initiative

    122
    total campaign enrollments

    Truth Initiative: An omnichannel campaign produced 122 total enrollments against a goal of 100, with 73 enrollments attributed to paid media.

Those results came from very different industries and customer journeys, which is the point. The channel mix changes. The audience changes. The conversion changes. The operating principle does not: understand what creates value for the business, build the media plan around that value and keep reallocating time and budget toward what the data shows is working.

Explore our success stories

06 / National reach. Local context.

Paid Media Strategy Across U.S. Markets

We support paid media programs for organizations across the U.S., combining a national performance framework with market-specific strategy when geography matters. Competitive intensity, search behavior, audience composition, media costs and conversion economics can change significantly from one city or region to another. Multi-location businesses also need a structure that makes it possible to compare markets without allowing the strongest location to hide weak performance elsewhere.

How we manage performance across markets

We can segment campaigns by geography, location group, service area or local business objective while maintaining consistent measurement across the account. That makes it easier to control local budgets, compare CPA or ROAS by market, tailor creative and offers where appropriate, and scale the locations with the strongest combination of demand and economics.

Explore our market-specific paid media pages to see how we adapt strategy for local competition and demand while applying the same performance framework across every market.

Our dedicated paid media market pages currently cover:

07 / Industry experience

Paid Media Experience Across Industries

Paid media economics change by industry, so the same campaign structure should not be applied everywhere. We build media strategy around the buying cycle, conversion value, regulatory environment, margin structure and customer behavior that are specific to the organization.

Our paid media experience spans:

  • 01

    Healthcare:

    We optimize around qualified inquiries, booked appointments, service-line value and lead-to-patient conversion rather than raw lead volume.

  • 02

    Education:

    We connect media spend to inquiries, applications and enrollments across longer decision cycles and multiple audience groups.

  • 03

    E-commerce:

    We balance ROAS with margin, average order value, repeat purchase behavior, inventory and the economics of individual products or categories.

  • 04

    Nonprofits & Associations:

    We build campaigns around donations, program participation, advocacy actions, membership growth and Google Ad Grant opportunities.

  • 05

    Professional Services & B2B:

    We reach narrow decision-maker audiences, support longer sales cycles and evaluate lead quality beyond the initial form fill.

  • 06

    Home Services, Manufacturing & Agriculture:

    We account for geography, seasonality, local demand, product or service complexity and the value of qualified opportunities.

The industry shapes the role of each channel and the definition of a successful conversion. The cheapest lead is not always the best lead, and the highest-ROAS campaign is not automatically the campaign that deserves the next dollar. We evaluate performance against the goals, constraints and customer economics that are actually relevant to the business.

08 / Your questions, answered

Paid Media Agency FAQs

Strategy, investment, measurement and what to expect.

Let’s talk paid media

What Does a Paid Media Agency Do?

A paid media agency plans, launches, monitors and optimizes advertising across channels such as paid search, paid social, Shopping, display, video, programmatic media and commerce platforms. The agency's role should go beyond setting up campaigns. It should connect media spend to the business objective, build the measurement needed to evaluate performance, continuously test creative and targeting, and reallocate budget based on what is creating the strongest return.

Our approach treats paid media as a growth system. Channel decisions, audience strategy, creative, landing-page experience and reporting work together so the program can capture demand, create demand and scale efficiently as the data improves.

What Is the Difference Between Paid Media, Paid Search and PPC?

Paid media is the broad category of advertising where a brand pays for distribution, placement or access to an audience. Paid search is one type of paid media that appears on search engines such as Google or Bing when someone searches for a relevant term. PPC, or pay-per-click, is a pricing model in which the advertiser pays when a user clicks the ad.

The terms are often used interchangeably, but they are not identical. A paid media program can include PPC and paid search while also using paid social, video, display, programmatic, Shopping, Amazon and other formats. The right mix depends on where demand exists and how your customers move through the buying journey.

Which Paid Media Platforms Does Your Team Work With?

Our team works across major paid media environments including Google Ads, Microsoft Advertising, Facebook, Instagram, LinkedIn, TikTok, YouTube, display and native networks, Amazon and other commerce channels. We also run Google Shopping, remarketing and, where appropriate for the business, automated campaign types such as Performance Max.

Platform coverage is not the strategy by itself. We recommend channels based on audience behavior, funnel stage, search demand, creative requirements, data availability and the economics of the conversion. A platform should have a defined reason to be in the plan. If it cannot reach a valuable audience or contribute to a measurable business objective, it should not receive budget simply because it is popular.

How Much Should a Business Spend on Paid Media?

There is no universal paid media budget that makes sense for every business. The right investment depends on factors such as search demand, competitive CPCs, audience size, conversion rate, customer value, sales capacity, margin, geography and the amount of data needed to make decisions confidently.

We work backward from the business objectives and economics rather than starting with a predetermined channel budget. Early spending should be large enough to produce useful learning without committing excessive budget before the strategy is proven. As campaigns establish an acceptable CPA, CAC or ROAS and enough demand exists to support additional volume, the program can scale. Budget should follow opportunity and performance, not an arbitrary percentage.

How Do You Measure Paid Media Performance?

We match measurement to the business model. Common KPIs include qualified leads, cost per lead, cost per acquisition, customer acquisition cost, return on ad spend, revenue, conversion rate, LTV:CAC and payback period. For organizations with longer sales cycles, we may also look at lead-to-opportunity rate, lead quality, enrollment rate, booked appointments or other downstream measures.

Platform metrics such as impressions, clicks and CTR are useful diagnostic signals, but they are not the final definition of success. The objective is to understand whether media is creating valuable customer behavior and whether the return justifies the spend. Where the data allows it, we also use attribution and incrementality analysis to build a more complete view of performance.

What Is Included in a Paid Media or PPC Audit?

A useful paid media audit goes beyond surface-level campaign settings. Our audit reviews the structure of the account, conversion tracking, keyword and search-term quality, match types, audiences, bidding, budgets, creative, landing-page alignment, geographic performance, product feeds where relevant and the relationship between platform conversions and real business outcomes.

The audit should answer practical questions: Where is spend being wasted? Which campaigns or audiences deserve more investment? Are the platforms optimizing toward the right conversion? Are high-value and low-value actions being treated the same? Are there measurement gaps preventing confident decisions? The output should be a prioritized set of opportunities, not a generic checklist of best practices.

Can Your Team Support Paid Media for Multi-Location Businesses?

Yes. Multi-location programs can be structured with separate geographic targeting, budgets, offers, creative and conversion goals while still rolling performance into a unified reporting framework. That allows the business to compare locations, protect local budget efficiency and identify which markets have the strongest combination of demand, conversion rate and customer economics.

The right structure depends on how the organization operates. Some businesses need location-level campaigns and budgets. Others are better served by regional groupings or shared campaigns with geographic reporting layered underneath. We build the account so local differences are visible without creating unnecessary complexity, then reallocate budget based on performance and business priorities.

How Quickly Can Paid Media Improve Performance?

Paid media can begin generating traffic as soon as campaigns launch, but meaningful optimization requires enough conversion and quality data to separate signal from noise. The timeline varies by budget, search volume, audience size, sales cycle, conversion frequency and how much historical data already exists.

Some improvements, such as removing obvious wasted spend or correcting broken conversion tracking, can happen quickly. Other decisions need more time. A low-volume B2B campaign should not be managed with the same testing cadence as a high-volume ecommerce account. We focus on learning as quickly as the data allows without making major budget or strategy changes from too little evidence.

Let’s make it happen.

Build a Paid Media Program That Earns Its Budget

Whether you need to reduce wasted spend, improve acquisition efficiency, enter new markets or scale a channel that is already working, our team can build a paid media program around the economics of your business.

We start with your goals, current performance, measurement setup and the places where you believe growth is being constrained. From there, we identify the channels and opportunities worth testing, define how success should be measured and build a plan designed to improve as more data becomes available.

Get a Paid Media Proposal