I build the overall paid media plan, which platforms to use, how to split budget, and how channels should work together, before a single campaign gets built.
Assessing which platforms actually fit your audience, offer and budget before spend commits.
A recommended spend split based on where intent and attention genuinely sit.
Search, social and retargeting mapped to reinforce each other, not overlap.
Most paid media underperforms not because any one platform is run badly, but because there's no plan connecting them.
The Common Problem
My Approach
A well-run campaign on the wrong channel, or with no plan connecting it to others, still underperforms.
Channel allocation based on actual buyer behaviour, not platform popularity.
A connected funnel where search, social and retargeting work as one system.
One measurement framework so you can honestly compare what's working where.
A documented plan that any platform specialist can build campaigns against.
What's actually covered in a PPC strategy engagement.
Evaluating which platforms make sense for your audience, offer and budget before committing spend.
A recommended split across channels and funnel stages based on where intent and attention actually sit.
Mapping how search, social and retargeting should connect rather than run as separate silos.
A shared set of metrics and attribution approach so channels can be compared fairly.
What you get from a PPC strategy engagement.
| Deliverable Item | Technical Description | Format & Output |
|---|---|---|
|
Channel Mix Recommendation
|
Assessment of which platforms fit your audience, offer and budget
|
Report |
|
Budget Allocation Plan
|
Recommended spend split across channels and funnel stages
|
Spreadsheet |
|
Cross-Channel Funnel Map
|
Visual mapping of how channels connect across the buyer journey
|
Diagram / Report |
|
Measurement Framework Document
|
Shared KPIs and attribution approach across all channels
|
Documentation |
|
Execution Brief
|
A handoff document for whoever builds and runs the individual campaigns
|
Documentation |
What typically changes once channels are planned as one connected system instead of separate silos.
The core areas assessed when building a paid media strategy.
Answer The Public
Chatbot
Google Ads
Google Analytics
Google Business
HubSpot
MapRank
Semrush
Site Search
WordPress
Ahrefs
Copyleaks
MS Clarity
Jasper
HotJar
Writesonic
Zapier
Screaming Frog
ChatGPT Prompt Engg
MailChimp
Canva
Clearscope
A planning phase that precedes and directs platform-specific execution.
Expertise across industry-standard SEO tools, crawl analyzers, and search performance platforms.
Both are available. Google Ads, Meta Ads and LinkedIn Ads execution are separate services, and this strategy engagement can feed directly into any of them.
A single-platform specialist optimises within that one channel. This engagement looks across channels first, so you're not over-investing in one platform while ignoring a better-fitting one.
It's most valuable when you're deciding whether to add a second or third channel, or when results from a single channel have plateaued and you need an outside view.
Quarterly is typical, or sooner if your offer, budget or market conditions change significantly.
The Strategy Session is a fixed fee. The Full PPC Strategy document and ongoing Execution Oversight are quoted based on how many channels and how much complexity are involved.
A channel mix recommendation, a budget allocation plan, a cross-channel funnel map and a measurement framework document, handed off as a brief ready for execution.
Yes. The strategy document is written to be handed to your in-house team or an external specialist, and works either way.
Yes, arguably more so, since it avoids the common mistake of picking a channel based on what's popular rather than where your actual buyers spend attention.
Channel and budget recommendations account for where your specific audience actually is, whether that's primarily the Philippines, a mix of Southeast Asian markets, or a global audience.
You can execute it with your own team, hand it to an agency, or bring it directly into any of the platform-specific services here under the Strategy + Execution Oversight package.
