Paid media is one of the fastest ways for a growing business to scale its reach. But if you’re a small or midsize company, chances are you’ve seen your fair share of frustration: campaigns that burn through budget with little to show for it, ads that don’t convert, or platforms that seem designed for enterprise-level brands.
We believe SMBs can compete in paid media, but the strategy has to fit the business.
The answer isn’t just spending more. It’s spending smarter.
Start with Where Your Buyers Are
Not every platform works for every business. That’s why we don’t come in with preloaded recommendations. Whether you’re B2B or B2C, selling services or products, the right channel depends on where your audience is spending their time and how they make decisions.
We tailor your paid media plan around your industry, your buyer journey, and the stage of funnel you’re focused on. That includes retargeting—because brand awareness alone doesn’t convert, but staying top of mind over time does.
How We Allocate Budget
If there’s enough budget to work with, we spread spend across the funnel. On platforms like LinkedIn and Meta, our general recommendation is:
- 45–55% on lead generation
- The rest on awareness and consideration campaigns
That balance helps you attract new prospects, nurture interest, and drive action. But if you’re working with limited funds, we don’t pretend otherwise. In those cases, we consolidate and prioritize. Why? Because if your daily budget isn’t higher than your platform’s cost-per-click, the algorithm can’t optimize—and you’ll end up wasting your money.
Smart budget planning is about volume and viability. We help you manage both.
Creative That Actually Converts
Every ad platform has one thing in common: great creative wins. You don’t need celebrity influencers or a six-figure production budget. You just need content that’s clear, relevant, and built for conversion.
That’s why our team includes both designers and a photographer ready to produce on-brand, performance-ready visuals. But if you already have creative you love, we’ll work with it—and refresh it as needed to keep performance steady.
What We Measure—and Why
We don’t measure success by impressions alone. For SMBs, meaningful metrics mean:
- Cost per conversion: Are we getting leads or sales at the right price?
- CPM and CPC: Are we targeting the right audience?
- Engagement and clicks: Is the message landing?
- Follower growth and frequency: Are we building long-term visibility?
This isn’t reporting for reporting’s sake. These KPIs help us understand what to scale, what to tweak, and what to pause.
Staying Ahead, Without Fixing What Isn’t Broken
Here’s something we do differently: we don’t change things just to look busy. If a campaign is hitting your cost-per-lead goal, we don’t kill it. That consistency is a sign your creative is working—and more importantly, your audience is listening.
What we do in the background is plan the next wave: we create new variations of content that’s proven to work, and begin retargeting campaigns that move first-touch leads toward conversion.
Paid media isn’t just about visibility—it’s about timing. We help you stay in front of the right people until they’re ready to take action.
Final Thought
Too many SMBs think of paid media as an expense. We think of it as a multiplier. When done right, it accelerates growth without overextending your team or your budget. But it only works when the creative is strong, the metrics are clear, and the strategy reflects how your audience actually makes decisions.
We are happy to help.
