We plan, build, and run paid media across Google, Meta, and TikTok against one budget and one number: what a customer costs. Search catches the people already looking for you. Social creates demand among the people who are not looking yet. Every campaign is tracked to a real lead and audited weekly by AI.
Search, social, Meta, and TikTok are not competing philosophies. They are four places to put the same dollar, and each one buys something different — demand that already exists, demand you have to create, cheap reach, or cheap attention. The work is deciding how much goes where, proving it with tracked leads rather than platform-reported conversions, and moving the money when the evidence changes.
We start inside the accounts you already have. What has been spent, what it produced, and whether the conversion data can be trusted at all. Broken or double-counted tracking is the most common finding, and nothing downstream is worth doing until it is fixed.
We decide how the budget splits between search and social, and what each side is responsible for. Some businesses need to capture demand that already exists. Others have saturated search and need to create it. The split gets written down with a target cost per lead attached to it.
Campaigns, audiences, and creative get built, and the landing pages get checked before a dollar goes out. We launch deliberately narrow so the first weeks of data are readable, then widen once the account has learned something worth acting on.
Every campaign is tracked and audited weekly by AI, with a person reading the output and making the call. Budget moves toward what closes. Keywords, audiences, and creative that stop working get cut before they quietly eat a month of spend.
This page is the hub. Each channel below has its own page with the detail on how campaigns get structured, what gets tested, and what the reporting looks like. Six items are listed because a paid account needs all six working, not because every account starts with all six.
Catch the people who are already looking. Search, Performance Max, and remarketing campaigns built around the terms that actually produce quote requests, with bidding tuned to a cost-per-lead target instead of click volume. The most expensive click is the one that never becomes a phone call.
Create demand among people who were not searching today. Lead-form campaigns that pre-qualify prospects before your sales team spends time on them, plus retargeting for the ones who visited and did not call. This is the channel behind the Smart Shield, Unlocked Presents, and New Look Painting results at the top of this page.
Facebook and Instagram run as one account against one budget, which is how the platform wants to spend and how a lot of accounts still refuse to let it. Homeowner-facing offers, tight geography, and forms that ask the qualifying questions before your team ever picks up the phone.
Cheap attention, if the creative earns it. TikTok rewards native short-form video over polished commercials, which makes it the least forgiving channel on this page and often the cheapest per impression. It suits offers with broad appeal and a low barrier to the first action.
Creative is the largest single lever in paid social, and it wears out. We write, direct, and iterate the assets on a rotation — static, short-form video, and the copy wrapped around them — so a campaign does not stall the month its best ad burns out.
Platform-reported conversions and booked jobs are two different numbers, and the gap between them is where budgets get wasted. We build the layer that reconciles the two, on the same foundation as our tracking and analytics work.
If people in your market are already typing what you sell into Google, start with paid search. Capturing demand that exists is the shortest path from a dollar to a booked estimate, and it is the easiest thing to measure honestly. If those searches do not happen in enough volume — a newer offer, a category nobody thinks to look up until the day they need it — then paid social is where the growth is, because you are creating the demand rather than waiting in line for it. Most established service businesses in the tri-state area end up running both, with the ratio set by which one is still producing work at an acceptable cost.
Most of the accounts we take over are running both badly rather than one well. The failures repeat: budget spread across too many campaigns for any of them to learn, conversion tracking that counts a form view as a lead, and creative that has not changed in three quarters. Adding a fifth campaign does not fix any of that. If your reporting cannot tell you which campaign produced the last ten jobs, rebuilding measurement comes first, before another dollar goes into media. That is also why creative and measurement sit on this page beside the four channels rather than underneath them — on a paid account, they are not support functions.
Paid advertising is not always the right next dollar, and we will say so on the call. If leads already arrive and too few of them convert, conversion rate optimization and faster follow-up will beat a bigger budget every time. If you want the cost of a customer to fall over the next two years rather than climb with the auction, search visibility compounds in a way paid media never does. Where paid media is the right answer, the Smart Shield Windows case study shows what it looks like over three years — $199,920 in spend returning $1,413,465, at a 76% close rate — and Unlocked Presents shows the same discipline applied to ticket sales, where $33,832 produced $79,953.
Bring your ad accounts to a free 30-minute call. We will go through the spend line by line, show you where it is leaking, and tell you what we would do differently — including whether paid media is the right place for your next dollar at all.