Paid Media
Paid media by industry.
The kill rule depends on the margin and the lead. These pages say what we actually run.
How to use this
Pick the vertical that matches the buyer.
Ecommerce, SaaS, dental, law, home services, broader B2B, fitness, and automotive are the paid programs with enough search demand to stand alone. Other verticals still use the paid media hub.
Platform pages (Google, Meta, LinkedIn, and the rest) sit next to these. An industry page says who the buyer is. A platform page says how that ad system is operated.
Paid Media
Ecommerce
Brand search will make a blended ROAS look calm. The work is whether prospecting still clears margin after returns.
Paid Media
SaaS
A demo request is not a customer. The account is judged on leads a salesperson accepts, over a cycle that does not close in a week.
Paid Media
Dental
A toothache and a veneer consult are different ads. Insurance, hours, and a phone that is answered matter more than a clever line.
Paid Media
Law firms
The click is the start of a conflict check, not a verdict. Paid consults cost more than organic ones. That is not a reason to drop either.
Paid Media
Home services
HVAC, plumbing, and roofing do not share a calendar or a ticket size. The paid program buys calls you can book inside the area you actually drive.
Paid Media
B2B
A part, a pallet, or a contract. The buyer has a spec and a salesperson. Platform ROAS does not describe that sale.
Paid Media
Fitness
A cheap intro offer fills a form. The business is a member who stays. Local radius, a real trial, and a front desk that can close.
Paid Media
Automotive
A new car, a used car, and an oil change are not one intent. The account has to say which one it is buying.