Advertising & Media
We buy against allowable CAC, not against a vanity ROAS number pulled from a platform dashboard.
Planning starts from the commercial model: what a customer is worth, what we can afford to pay for one, and how long the payback window may be. From there the budget is split across demand capture (search, shopping, retargeting) and demand creation (social video, creators, OOH), with a fixed share reserved for testing.
Accounts are structured for signal quality — consolidated campaigns, server-side conversion tracking, exclusion hygiene, and value-based bidding wherever margin data can be passed back.
Creative is treated as the main media variable. We run a structured testing calendar: new hooks weekly, new concepts monthly, with winners promoted into always-on and losers documented so the same idea is not retried in six months.
At a glance
- Weekly
- 10–15%
- Live dashboard
- Monthly retainer
- Media strategist + buyer
- 10 working days
Tools & stack
What the work includes
Media planning
Budget allocation by objective and channel, reach and frequency modelling, seasonality curves and flighting across the year.
Paid social
Meta, TikTok, Pinterest and LinkedIn: account architecture, audience strategy, value-based bidding and incrementality checks.
Search & shopping
Google and Bing search, Performance Max governance, feed optimisation, brand-defence and competitor conquesting.
Programmatic & OOH
DOOH in Athens and island markets, display and CTV, geo and daypart targeting tied to venue or store catchments.
Creative testing
Weekly hook tests, monthly concept tests, holdout groups where volume allows, and a documented creative learning log.
What you receive
- Annual media plan and flighting
- Account builds and tracking setup
- Weekly optimisation and pacing
- Creative testing calendar and log
- Monthly performance and margin report
- Incrementality read-outs