Campaign Management
Campaigns rarely fail at launch. They fade by week six.
Profit-focused campaign planning, pacing and reviews run as a steady routine.
2.9x
Marketing efficiency ratio maintained through peak season
The challenge
Campaign performance seldom crashes. It wears down. Creative tires and click-through rates slip a little each week. Budgets pace unevenly and the final week of the month gets squeezed. A product feed breaks and nobody spots it for nine days. Audiences saturate and frequency rises while response drops. None of these is dramatic enough to raise an alarm, yet together they explain most of the gap between what a campaign delivered and what it could have. The fix is not clever. It is a calendar.
Our process
Our approach
Plan around a business calendar, not a media calendar
Campaign planning begins with your trading calendar: peak periods, stock or capacity limits, pricing and promotions, sales team availability and any time when you cannot meet demand. Selling in several markets means several calendars, and their peaks rarely match — public holidays, pay cycles and seasonal demand all differ. Media plans made without these limits create demand exactly when the business is least able to handle it.
Pace with intent
We set budget pacing rules, track them against plan throughout the period and hold a reserve instead of spending evenly and hoping for the best. Underspend is caught while there is still time to reinvest it. Overspend is caught before it causes harm.
Rotate creative on a set schedule
Creative wears out, and that wear can be measured. We track performance decline by asset, set refresh points in advance and keep enough variants ready that refreshes happen on schedule rather than after a bad week. Testing is planned work, not something squeezed in when time allows.
Report decisions, not activity
Our reports explain what changed, why, what happened as a result and what comes next. They do not simply repeat the dashboard. If a report contains no decisions, it means none were made — and that is what needs discussing.
Deliverables
What you receive
A campaign plan built around your trading calendar, including periods where we recommend intentionally reducing spend
Budget pacing checked against plan on an agreed schedule, with adjustments made during the period rather than explained after it
A creative rotation plan with refresh points set in advance for each asset and placement
Automated alerts for feed errors, ad disapprovals, tracking failures and major delivery changes
A written performance review recording decisions, results and next steps — one page, not a dashboard export
A business review covering channel mix, target adjustments and a forward plan
A documented escalation path for anything that breaks between reviews, plus direct access to the people working on your account
Industries
Sectors where we deliver this
Ecommerce
Paid acquisition managed to contribution margin and breakeven efficiency, not the return platforms report.
SaaS
Demand capture and creation for B2B software, measured on payback time rather than lead volume.
Finance
Acquisition for regulated firms, where every advert is itself a regulated document.
Gaming
User acquisition for free-to-play games, judged on retention curves and payback periods.
B2B
Paid acquisition for high-consideration purchases with long sales cycles, narrow keyword pools and offline conversions.
Common questions
How does the routine work in practice?
As a repeating cycle rather than a string of one-off events: internal account and pacing checks between client reviews, a written review with you covering decisions and results, and a regular business review with a forward plan. Automated alerts run beneath all of it. We agree the cadence with you at the start, based on how quickly your account really changes and which time zones the work covers — a high-volume retail account and a low-volume industrial one need different rhythms, and ignoring that is how agencies end up hosting meetings nobody needs.
Can you take over campaigns that are already live?
Yes — that is the most common situation. We run a handover period where we make no structural changes beyond fixing what is clearly broken, so there is a fair baseline to compare against later. Changing everything on day one makes it impossible to know what caused the results that follow.
What does your reporting look like?
One page: what we changed, what happened, what we are doing next and the figures behind it. You also get live dashboard access for anyone who wants to explore the detail at any time. The report is for decisions; the dashboard is for detail.
Begin with an audit.
The audit has a clear scope and a clear output, and it stands on its own — no obligation to continue. If it shows your current setup is working well, that is a perfectly valid result and we will tell you so.