Every impression has a job to do.
We buy media across search, social, native and programmatic environments, and judge every placement by what happens after the click.
Cheap clicks are easy to buy.
Any platform will happily sell you a lower cost per click. Broader audiences, lower-quality placements and clickbait creative all bring CPC down. They often bring customer quality down faster.
That is why our buyers optimise toward the deepest reliable signal available: a qualified lead, a first purchase, a second purchase, a customer’s margin. CTR and CPC tell us whether an ad is being noticed. They do not tell us whether it is working.
Read more in Why CTR can be a dangerous metric.
The metrics we use, and their limits
| Metric | Name | What it measures | How we treat it |
|---|---|---|---|
| CPA | Cost per acquisition | Cost of one conversion as the platform defines it. | Useful for daily optimisation. Only as good as the conversion definition behind it. |
| CPL | Cost per lead | Cost of one lead form or call. | Easy to lower by accepting worse leads. Always pair with lead-to-sale rate. |
| CAC | Customer acquisition cost | All acquisition cost divided by new paying customers. | The figure finance cares about. Includes costs platforms never see. |
| ROAS | Return on ad spend | Attributed revenue divided by ad spend. | Revenue, not profit. A 4.0 ROAS can lose money on a low-margin product. |
| LTV | Lifetime value | Gross margin a customer generates over their relationship. | Determines what you can afford to pay for a customer. |
| CTR | Click-through rate | Clicks divided by impressions. | A creative and relevance signal. Not a success metric on its own. |
| CVR | Conversion rate | Conversions divided by clicks or sessions. | Often where the biggest gains are, and outside the ad platform entirely. |
What our buyers manage
Twelve areas, one objective: put the next unit of budget where it will produce the most profitable customer.
Search
Capture existing demand at the moment of intent.
Social
Create demand with creative that earns attention.
Native
Content-led distribution across publisher networks.
Display
Reach and frequency where context matters.
Programmatic
Audience and inventory control through DSPs.
Retargeting
Measured carefully; it often claims credit it did not earn.
Creative testing
Structured by angle, then format, then detail.
Publisher analysis
Placement-level quality, not network averages.
Placement optimization
Block, bid down or scale by downstream value.
Audience segmentation
New versus returning, value tiers, intent signals.
Landing-page optimization
Message match between ad and page.
Budget allocation
Moved to where the next unit of spend works hardest.
Placement-level judgment
Network averages hide the truth. Two placements with the same CPA can produce customers worth very different amounts.
- Placement and publisher reports joined to post-click engagement and revenue
- Block and allow lists maintained per account, not copied between them
- Fraud and low-quality traffic signals reviewed weekly
Find out what your media is really buying.
We can review placements, audiences and conversion quality across your current accounts.