Understory's Paid Media Management Services
Tailored paid media services designed for B2B SaaS companies looking to efficiently scale their demand capture and creation efforts.
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Our Paid Media Management Process
From initial setup and strategy development to continuous improvement and optimization. We provide a comprehensive solution to ensure your paid media campaigns deliver measurable results and ROI.
Initial Setup and Strategy Development
Create or enhance the Company Pages and Campaign Manager accounts, and establish these accounts with proper configurations. Install ad account pixels for conversion tracking and detailed analytics across platforms. Define clear and measurable objectives as a way of tracking the success of ad campaigns and where to allocate spend.
Audience Research and Creative Development
Conduct detailed audience research and segmentation utilizing each ad platform's audience building tools. Analyze competitors' strategies and market trends to identify opportunities and effective messaging tactics. Work in tandem to identify messaging that resonates with our target ICP.
Campaign Execution and Monitoring
Initiate campaigns with a broad approach and refine targeting based on initial performance data. Monitor performance metrics and adjust bids, targeting, and ad creatives based on early insights. Proactively kill bottom performers, scale top performers, and develop new headlines, sub-headlines, and CTAs.
Optimization and Refinement
Execute ongoing A/B/C testing to optimize ad copy, creative elements, and pain point messaging. Monitor and assess the quality of leads, adjusting targeting and messaging to improve conversion rates. Analyze campaign performance and generate detailed reports with insights and recommendations.
Lead Management
Implement a real-time lead notification system to track and organize leads effectively, ensuring prompt follow-ups and nurturing for higher conversion rates. Use automation platforms and Slack to connect each ad platform and send real-time submission notifications to your sales reps.
Scaling and Retargeting Implementation
Refine strategies unique to your company, optimizing your campaigns for success. Implement retargeting campaigns once audiences have grown to capture demand from warm audiences. Maintain a cycle of testing and refining, leveraging insights for ongoing improvements.
CRM Integration and Down Funnel Reporting
We're certified HubSpot partners with multiple experts on the team. We use that knowledge to guide CRM workflow setup and apply it to platforms like Salesforce. We prioritize CRM hygiene by creating custom properties and dashboards to effectively monitor results.
Continuous Improvement
Our commitment to your campaign's success is ongoing. We proactively bring new ideas and tactics, offer continuous improvement through iterative performance-based feedback, and refine strategies unique to your company.
Everything Included
Our Paid Media Management Services include everything you need to build and scale successful campaigns.
Domain Infrastructure
Complete setup and management of ad accounts and tracking pixels.
Audience Building
ICP identification and targeted audience segmentation across platforms.
Creative Strategy
Hypothesis-driven creative variants tied to specific personas and offers.
Professional Copywriting
All ad copy done for you and reviewed prior to launch.
A/B/C Testing
Included for each ad campaign to optimize performance.
Custom Dashboarding
Bespoke dashboards in your CRM and Looker Studio. Ad data, pipeline, and revenue attribution in one place.
Dedicated Support
Bi-weekly meetings, designated Slack channel, and quarterly business reviews.
Lead Notifications
Real-time lead activity notifications for your sales reps via Slack.
CRM Integration
HubSpot/Salesforce contact record creation and email correspondence.
Retargeting
Lead retargeting via website de-anonymization and warm audiences.
Graphic Design
Conversion-focused ad creative production and design workshops.
Landing Pages
High-converting landing page creation available as add-on.
Generate Qualified Pipeline with Strategic Paid Media
Stop guessing. Start compounding.
Demand capture and demand creation across every platform
Real-time reporting in HubSpot, Salesforce, or Looker Studio
Connect every ad dollar to pipeline and closed deals
10 hours/mo of design included in every package
Weekly A/B/C testing, bid management, and creative refresh
We run everything. You focus on closing.
Don't believe us? Hear it from Adam Robinson, CEO of Retention.com and RB2B.
Under $50k/mo Ad Spend
- Platforms: LinkedIn, Google, Meta, Reddit, X, Capterra, etc.
- Ad account setup and conversion tracking installation
- Unlimited ad copy variations written per month
- A/B/C testing for each campaign
- 10 hours of design per month
- Strategic reporting based on ad platform and CRM data
- Bi-weekly meetings and designated Slack channel
- Custom dashboarding with CRM and Ads data integration
- Real-time lead notifications for sales reps
$50k - $150k/mo Ad Spend
- Everything in Seed, plus:
- 10 hours of design per month
- Creative strategy and design image production (up to 5 ads/month)
- Expanded spend management up to $100k/month
- Quarterly business reviews with detailed recommendations
- Priority Slack support
$150k - $300k/mo Ad Spend
- Everything in Startup, plus:
- 10 hours of design per month
- Full visual strategy support with up to 10 custom image ads/month
- Advanced retargeting and lookalike audience strategies
- Weekly optimization calls
$300k+ Ad Spend
- Everything in Scale Up, plus:
- Custom design support
- Unlimited landing page creation
- Dedicated account team
- Custom integrations (HubSpot, Salesforce)
- 24/7 monitoring and performance SLAs
- Geo and language complexity support
Ready to Transform Your Paid Media Strategy?
Book a call to discuss how our Paid Media Management Services can help you efficiently scale your demand generation efforts.
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