Campaign Management
Campaigns do not fail at launch. They decay in week six.
ROI-focused campaign planning, pacing and review run as an operating rhythm.
2.9x
Marketing efficiency ratio sustained through peak trading
The problem
Campaign performance rarely collapses. It erodes. Creative fatigues and click-through slides a little each week. Budgets pace unevenly and the last week of the month gets throttled. A feed breaks and nobody notices for nine days. Audiences saturate and frequency climbs while response falls. None of these events are dramatic enough to trigger an alarm, and collectively they account for most of the gap between what a campaign delivered and what it should have. The discipline that fixes this is not clever. It is a calendar.
Process
How we approach it
Plan to a commercial calendar, not a media calendar
Campaign planning starts from your trading calendar: peak periods, stock or capacity constraints, pricing and promotional events, sales team availability, and any period where you cannot service demand. If you sell into several markets you have several calendars, and the peaks rarely line up — public holidays, payday cycles and seasonal demand all move. Media plans built without those constraints produce demand at the moments the business can least handle it.
Pace deliberately
We set budget pacing rules, monitor them against plan through the period, and hold reserve rather than spending evenly and hoping. Underspend gets caught while there is still time to redeploy it. Overspend gets caught before it matters.
Run creative on a rotation schedule
Creative has a decay curve and it is measurable. We track performance decay by asset, set refresh thresholds in advance, and keep enough variants in the queue that refresh happens on schedule rather than in response to a bad week. Testing is scheduled work, not something done when there is time.
Report on decisions, not on activity
Reporting states what changed, why, what the result was, and what happens next. It does not restate the dashboard. If a report contains no decisions, it means we did not make any, and that is the thing worth discussing.
Deliverables
What you get
A campaign plan built against your trading calendar, including the periods where we recommend deliberately reducing spend
Budget pacing checked against plan on an agreed cadence, with correction inside the period rather than reconciliation after it
Creative rotation schedule with refresh thresholds set in advance by asset and placement
Automated alerting on feed errors, disapprovals, tracking failures and significant delivery changes
A written performance review documenting decisions taken, results and next actions — one page, not a dashboard export
A business review covering channel mix, target changes and a forward plan
A documented escalation route for when something breaks outside the review cycle, and direct access to whoever is working on the account
Industries
Where we run this
Ecommerce
Paid acquisition managed against contribution margin and breakeven efficiency, not platform-reported return.
SaaS
Demand capture and creation for B2B software, measured on payback duration rather than lead volume.
Finance
Acquisition for regulated firms, where the advertisement is itself a regulated document.
Gaming
User acquisition for free-to-play titles, measured on retention curves and payback windows.
B2B
Paid acquisition for considered purchases with long cycles, small keyword universes and offline conversions.
Frequently asked
How does the operating rhythm actually work?
As a repeating cycle rather than a series of one-off events: internal account and pacing review between client reviews, a written review with you covering decisions and results, and a periodic business review with a forward plan. Automated alerting runs underneath all of it. The cadence itself is set with you at the start, against how fast your account genuinely moves and which time zones the work has to span — a high-volume retail account and a low-volume industrial one do not need the same rhythm, and pretending otherwise is how agencies end up holding meetings nobody needs.
Do you take over campaigns already running?
Yes, and that is the usual case. We run a transition period in which we make no structural changes beyond fixing what is visibly broken, so there is a comparable baseline to measure against afterwards. Changing everything on day one makes it impossible to attribute what happened next.
What does reporting actually look like?
One page: what we changed, what happened, what we are doing next, and the numbers that support it. Plus live dashboard access for anyone who wants to look at detail whenever they like. The report is for decisions; the dashboard is for detail.
Start with the audit.
It has a defined scope and a defined deliverable, and it is deliberately separable from anything that follows. If the audit says your current setup is fine, that is a legitimate outcome and we will say so.