Budget goes where the next dollar performs best.
We plan and manage paid media across search, social, programmatic and connected TV, measured against ROAS, CAC and MER targets set from your margins.
What we do
PAZ is a paid media and performance marketing agency for ecommerce, healthcare, fitness and B2B companies, multi-location businesses and national lead-generation programs. We plan and manage PPC, paid social, programmatic advertising and connected TV on Google, Microsoft Advertising, Amazon Ads, Meta, TikTok, Reddit, LinkedIn and other platforms. Budget models built on elasticity and marginal ROAS decide how much to spend on each channel and when to shift it.
Paid search and Shopping
Google Search, Shopping, Performance Max and Demand Gen, plus Microsoft Advertising and Amazon Ads, built around the terms and products that drive revenue.
Paid social
We run campaigns on Meta (Facebook, Instagram and Threads), TikTok, Reddit and LinkedIn, with a structured creative testing plan for each account.
Programmatic and CTV
Programmatic display and video plus connected TV, measured by the conversions they drive on other channels.
Budget and measurement
Elasticity and marginal ROAS models that set spend by channel, plus incrementality tests that show what each channel adds to revenue.
How we work
We audit first and manage every decision against your targets.
- 01AuditReview account structure, conversion tracking and past results on every platform, then research your competitors and industry to decide what to prioritize.
- 02StrategySet strategy from the audit results, covering audience, competitors, creative and copy. Agree on ROAS, CAC and MER targets from your margins and plan budget by channel.
- 03LaunchBuild or restructure campaigns and fix conversion tracking so each platform reports against your targets.
- 04OptimizeWe review performance daily and move budget to what’s working. You get regular reports and a direct line to us on Slack or email.
How do you set ROAS and CAC targets?
Targets start from margins. PAZ works out the customer acquisition cost (CAC) a brand can afford and the return on ad spend (ROAS) each channel needs to stay profitable. A marketing efficiency ratio (MER) target then covers total revenue against total ad spend across every channel.
What is marketing efficiency ratio (MER)?
MER is total revenue divided by total paid media spend across every channel. It shows whether overall spend pays off when platform-reported ROAS double counts or misses conversions.
Which ad platforms does PAZ manage?
Google Ads (Search, Shopping, Performance Max and Demand Gen), Microsoft Advertising, Amazon Ads, Meta (Facebook, Instagram and Threads), TikTok, Reddit, LinkedIn, Pinterest, ChatGPT ads and Shopify Shop Campaigns. Programmatic display, video and audio campaigns have run on StackAdapt and Spotify. Connected TV campaigns have run on MNTN.
Is there a minimum ad spend?
We generally look for ad budgets of $30,000 a month or more, which gives us enough volume to test creative and audiences every month. We also work with several clients who spend less. They get the same level of support from us as our larger clients.
How does PAZ charge for paid media management?
Your fee has two parts: a fixed baseline and a percentage of ad spend over a set threshold. We use either a flat percentage or brackets that lower the rate as spend grows. Pixel management, testing, strategy and project management are included at no extra charge.
How does PAZ decide how much to spend on each channel?
Budget recommendations start from the ROAS and CAC targets set from a brand’s margins. PAZ models how returns on each channel change as spend rises, using elasticity and marginal ROAS analysis, then recommends a budget by channel and by month. The plan is updated as results come in and ahead of seasonal peaks.
Which businesses are a good fit for PAZ paid media?
PAZ runs paid media for growing ecommerce brands, B2B companies and multi-location businesses that already advertise and are ready to scale. Most work with PAZ through an in-house marketing lead. Founder-led brands and startups are a good fit too, including those spending less than $30,000 a month.
What happens after the account audit?
The audit ends with written findings on account structure, conversion tracking, past results and your competitors, plus the changes to make first. We build the strategy from those findings and plan ongoing management around it.
Other services
Analytics & Reporting
GA4, pixels, event tracking and reporting, set up so every report matches.
Email & Lifecycle
Email, SMS, loyalty and subscription programs that grow customer lifetime value.
SEO + GEO
Technical, content and local SEO, plus visibility in AI answers.
Data Engineering
Warehouses and pipelines that bring business data together for reporting and AI.
Strategy & Creative
Ad creative, email design and brand strategy, all planned with media.
Get in touch