Paid media, tied directly to pipeline not vanity.
Most paid media we audit optimizes for clicks, leads, or 'pipeline-influenced.' We tie spend directly to weighted pipeline and revenue, model attribution that survives audit, and reallocate budget where it actually compounds.
Spend that ties to revenue.
Four real paid media engagements.
Pipeline-to-spend 3.4x in 6 months
Promptly's paid media rebuilt across LinkedIn + Google. ICP targeting tightened. Pipeline up 3.4x on similar spend.
Multi-region paid scaled cleanly
AdLib runs paid across 3 regions with localized creative and consistent attribution. Reporting agrees with itself.
B2B paid wired to inventory
Hunter Pumps' paid spend ties to product pages and inventory state. Stock-aware ad pause logic prevents wasted clicks.
ABM + paid integrated motion
IPS Group runs ABM-led paid into HubSpot ABM workflows. Account engagement tied to ad exposure.
When paid media work fits, and when it truly doesn't.
Below is the honest read.
Right fit when
- You spend $20K+ monthly on paid and want spend tied to weighted pipeline.
- Attribution is currently fragmented across platforms and you want one model.
- ICP is well-defined and you want targeting tightened against it.
- You're scaling and the agency that worked at $5M ARR isn't scaling to $20M.
- Marketing-to-pipeline reporting needs to survive a CRO or board review.
Wrong fit when
- Paid spend is under $10K monthly. Engagement fee won't make sense at that volume.
- ICP isn't defined. Targeting work assumes a clear customer profile.
- You expect paid media to fix product-market-fit issues. Spend amplifies; it doesn't fix.
- Brand awareness is the only goal and pipeline tie isn't important. Look at brand-focused agencies.
How spend ties to revenue.
Below is the structure.
ICP + intent + retargeting
ICP-tight targeting on LinkedIn, Google, Meta. Intent signals from Bombora, G2, 6sense, your CRM. Retargeting tied to lifecycle stage.
Multi-touch + weighted
Multi-touch attribution model in HubSpot. Each touchpoint weighted by stage probability and time-to-deal. Attribution that survives finance review.
Reporting + budget reallocation
Weekly pipeline-to-spend dashboards. Monthly budget reallocation against performance. Quarterly strategy review.
From kickoff to spend tied to pipeline.
Five steps.
Audit
Two sessions with marketing leadership. Current spend, performance, attribution gaps, ICP clarity, intent signal usage. Output: prioritized fix list.
Strategy
Targeting refresh, attribution model, channel mix, budget allocation, creative direction. Designed before built.
Build
Campaigns reconfigured against the strategy. Attribution wired in HubSpot. Reporting layer rebuilt.
Launch
Campaigns go live in waves. Performance tracked weekly. Budget reallocated monthly against learnings.
Operate
Optional retainer for ongoing campaign management, creative refresh, and budget tuning.
Inside a paid media engagement.
Below is the typical scope, fixed-fee from $14,500 plus monthly retainer for ongoing campaign management.
Audit + Strategy
- ·Spend audit covering performance and attribution gaps
- ·ICP refresh and targeting model
- ·Multi-touch attribution model documented
- ·Channel mix and budget allocation plan
Build
- ·Campaigns reconfigured across LinkedIn, Google, Meta
- ·Attribution wired in HubSpot with calculated fields
- ·Pipeline-to-spend dashboards built
- ·Lifecycle-aware retargeting
Launch + Iterate
- ·Phased launch with budget allocation against early signal
- ·Weekly performance check-ins
- ·Monthly budget reallocation against learnings
- ·Quarterly strategy review
Hand off
- ·Strategy document with playbooks
- ·Creative library and brand guardrails
- ·Ongoing retainer pricing on month-to-month basis
Strategy + retainer. Volume-aware.
Strategy + initial build: $14,500 to $48,000 depending on channel count and complexity. Ongoing retainer: $5,000 to $25,000 monthly depending on spend volume. Media spend pass-through at zero markup.
Things people ask.
Do you take a markup on media spend?+
No. Media spend is pass-through at zero markup. We charge a separate retainer fee for management. This avoids the conflict-of-interest problem that comes with markup-based agencies.
Which platforms do you run?+
LinkedIn, Google Ads, Meta primarily for B2B. Microsoft Ads for specific ICP segments. We don't run TikTok or Snap as a default for B2B (occasionally appropriate but rare).
How do you handle attribution?+
Multi-touch attribution model in HubSpot tied to deal weighting. We measure first-touch, last-touch, and weighted attribution across all touchpoints. Reporting reconciles against finance numbers.
Can you work alongside our existing paid agency?+
Sometimes. Most often we replace an existing agency. Occasionally we'll partner with one (e.g., we run LinkedIn and a specialist agency runs Google Ads). Clear scope and accountability are required.
What about creative?+
We provide creative direction and brand guardrails. We can produce creative directly or partner with your existing creative team. Most engagements use a hybrid model.
How do we get started?+
Book a 30-minute strategy call. Proposal within 48 hours if we're a fit.
How INSIDEA works
