Profit, not platform metrics
Every channel ties to MER, POAS, contribution margin and blended CAC payback. Platform-attributed ROAS is a reference number, never the verdict on the work.
Audit before spend
Performance Max isn't a strategy. It's a confession.
PMax runs itself, so what is your agency doing? Senior operators, MER and POAS at the top of the deck, and the channel calls the platforms will never make.
why paid & performance
Why Paid & Performance
ROAS is the metric your CFO stopped believing.
In November 2025, a US agency CEO filmed a public apology called "Last Click Addiction", admitting performance shops had let Google and Meta take credit for revenue they never drove. The bill lands at the boardroom. We report against MER, POAS, contribution margin and blended CAC payback. Platform-attributed ROAS gets a column on the report. It never gets the final word.
Get in touchOperators, not auto-pilots
PMax cannibalises exact-match brand Search and books the conversion as its own. We set the brand exclusions, bidding caps, asset groups and channel weight the algorithm will not.
Your account, your data, your work
You own the ad account, the pixel history, the creative library and the audiences. If we part ways, you walk away with the engine still running.
our approach
Our Approach
Diagnose, rewire, run, compound.
A third of our audits end with us telling you to spend less, not more. The rest get a written plan that names the cuts, the keeps and the rebuilds.
We spend 30 days on a forensic teardown of the ad account, the tracking stack, the attribution model, the creative, and the spend hiding inside PMax and Advantage+. You leave with a written plan, in plain English, your CFO can read.
We install Consent Mode v2, server-side tagging, Enhanced Conversions, CRM-back uploads and modelled conversions for the gaps. This is the signal layer the platforms need to actually learn, and most agencies have not touched it since 2021.
Senior specialists own each channel, including Google, LinkedIn, Meta, Microsoft, Snap and programmatic. No graduate sits behind a manager behind a director. The person at the pitch is the person on the account at month six.
We run weekly MER and contribution-margin reviews, monthly mix reallocation, and quarterly resets against POAS and payback. The mix shifts as the business does, because Series A paid is not Series C paid.
Our Paid Media
Services
We run every channel that moves your buyer, with an operator who actually goes deep in it instead of a generalist running nine.
Search & Shopping
We run Google, Microsoft and the long tail with negative-keyword discipline, query mining, smart-bidding controls and asset-group breakouts. That is the work PMax stopped showing you when it stopped showing you the data.
Paid Social
LinkedIn carries the committee, where CPL is double Google's and you earn it back on MQL-to-SQL. Meta carries the demand layer. Snap matters in MENA, and TikTok is where the buyer actually is.
Programmatic & Display
We run curated site lists, URL-level reporting, MFA exclusions and brand-safety with receipts. 44% of retail-media spend is wasted on attribution gaps, and we run display that does not quietly fund the next Adalytics scandal.
Measurement & Attribution
We wire multi-touch attribution into your CRM and use marketing-mix modelling for the gaps cookies cannot fill. You get one revenue number, and you get no dashboard theatre on top of it.
Senior operators. Profit-side metrics.
"I pay 15,000 pounds a month and I cannot tell you what they do." Most paid agencies sell channels and let the platforms decide the rest. We make the calls the algorithm cannot: what to fund, what to starve, what to test, what to kill. Smart Bidding and AI Max help. Neither replaces an operator at 20,000 pounds a month in spend, or at 500,000 pounds.
why MxD
Why MxD for Paid Media
Three markets. Three different channel mixes.
London buyers convert on LinkedIn and Google, where CPL is double Meta's and the MQL-to-SQL earns it back. Dubai buyers live on Snap, where 90% of GCC under-35s open the app daily, with Meta alongside. Auckland is 68% Meta and Google is falling. No US-headquartered agency credibly serves all three. We operate from the ground in each.
Common
Questions
How do you report on performance differently from our last agency?
MER, POAS, contribution margin and blended CAC payback sit at the top of the deck. Platform-attributed ROAS sits at the bottom, as a reference. Conversions come from your CRM, not Google Analytics, and the delta between the two is routinely 30% or more. We run weekly reviews and monthly board-ready reports. The Looker Studio is there if you want it, but it is not the report.
Aren't you just running Performance Max and Advantage+ like everyone else?
We use them, but we do not surrender to them. We set brand exclusions, channel breakouts, asset-group structure, audience signals and offline conversion uploads deliberately. Optmyzr's research is clear that, left unattended, PMax cannibalises exact-match brand Search and books the conversions as its own. We do not let it.
Will you take over our existing accounts or rebuild from scratch?
We almost always take over. You keep the account, the history, the pixel data and the audiences. Rebuilds reset Smart Bidding and burn 60 days of learning. We rebuild only when the existing structure is broken, and we tell you so in the audit before you commit.
What does this cost?
We price in engagement tiers, not hourly rates. Single-channel programmes start lower, and full multi-channel with measurement rebuilds sits higher. Pricing is published in the proposal, fixed for the engagement, and quoted against scope. It is never quoted against a percentage of ad spend, so we have no incentive to inflate your media budget.