Own every
surface that pays.

$5,000/month flat OR 10% of ad spend, whichever is greater. The floor protects us against managing tiny accounts that don't generate enough fee to cover real strategy work; the 10% scales fairly when ad spend grows. We never mark up media — every dollar you put toward Google goes to Google. We take a fee for the work; we don't profit on your ad spend. Same formula applies to all three Paid Media channels.

Search campaigns show measurable performance changes within 14 days — they're auction-driven and immediate. Display Network remarketing performs similarly fast because the audience is people who already visited the site. Shopping takes 3-4 weeks to stabilize as feed optimization and bid strategies settle. Performance Max takes 4-6 weeks to escape the learning phase and produce reliable ROAS — PMax learns from conversion data, and conversion data takes time to accumulate. Don't trust agencies that promise "immediate results" on PMax — anyone who says that is rushing the learning phase and burning your spend.

$20,000/month is the threshold below which paid search starts feeling cramped — there isn't enough budget to test creative variations, layer in Display Network remarketing, or fund Performance Max learning phases. We work with brands at $10-20K/month if the unit economics are strong, but we'll be honest in the audit about whether the spend can earn its keep. Above $50K/month is where multi-strategy stacks really compound.

Different stage of the funnel, different job. Search captures people actively typing in buying intent — it's demand-capture, and the auctions reflect that with CPCs from a few dollars to $50+ in competitive categories. The Display Network plays underneath: GDN remarketing puts visual ads in front of people who already came to the site but didn't convert, which is the highest-intent display audience on the open web. Display CPMs typically run $2-$6, compared to $15-$40 on Meta paid social, so remarketing reach is dramatically cheaper than rebuying the same visitor on a social platform. We also use GDN's in-market and affinity audiences for visual brand reach that text-ad surfaces can't deliver — Google's behavioral signal is the targeting advantage. The role isn't "capture demand" — Search does that. GDN's role is recovering visitors Search and Shopping already paid to acquire, and filling the funnel mid-stage between Search demand-capture and social demand-creation. Run as part of the stack, it's one of the cheapest channels per recovered conversion in the entire Paid Media portfolio.

Three metrics, in order: ROAS (revenue / ad spend), Blended CPA (total spend / total conversions across all strategies), and Incrementality (revenue we drove that wouldn't have happened without us, measured via brand-search isolation and geo-holdouts where feasible). We don't measure success by impressions, clicks, or CTR — those are activity metrics, not outcome metrics. Every monthly review starts with the ROAS and CPA numbers; everything else is supporting evidence.