Paid Media Strategy

Extract the maximum value from your paid media budgets with our paid media strategy services.

Investing in paid media without a clear strategy in place is a recipe for disaster. You’ll waste money, time and resources targeting the wrong people with your ad campaigns. Fortunately, our paid media strategy services will make sure you have all the tools in place to get the returns you need to grow your business.

Paid media covers everything from Google Ads to paid social media marketing. You’ll need an experienced team on your side to orchestrate all of these moving parts and make sure you’re making progress towards your goals. That’s where Candidsy comes in!

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How can a paid media strategy benefit your business?

Your paid media strategy will outline the exact steps needed to help you achieve your business goals. Whether you want to expand into new international markets or increase your customer retention rate, a clear paid media strategy can help you get there.

You’ll also be able to take advantage of benefits like:

Better resource allocation

A paid media strategy will act as a map for your paid media efforts. You’ll see which areas are most in need of investment and how to prioritise your paid media budget across the year.

Reduced risk

Working with an expert paid media strategist means you’ll have experienced advice on hand 24/7. We can help you create strategies that reduce your paid media risk and help you achieve the best bang for your buck.

Competitive advantage

By utilising tools like Google Adwords, Facebook ads, LinkedIn ads and more, you’ll gather reams of useful data that can be used to streamline future campaigns and get ahead of your competitors.

Consistent business growth

We’ll work alongside you to create paid media strategies that focus on meeting (and exceeding) growth requirements. Our targeted approach will help you generate leads, referrals and sales for your business, helping your organisation reach new heights.

What does a paid media strategy look like?

No two paid media strategies should look exactly the same. This is because each business has its own goals, objectives and resources to consider. In general, however, a paid media strategy should include the following steps…

Better resource allocation

You'll begin by outlining your paid media goals and operational objectives. Figure out the tactics you need to achieve each objective, as well as the resources required to make it happen. You can do this on a monthly or quarterly basis depending on your budget and internal resources.

Defining audience profiles

To reach your paid media goals, you'll need to identify the best audience for your brand. We can help you create audience personas that will help frame paid media strategy moving forward.

Setting campaign objectives

Once you've decided who to target within your paid media strategies, it's time to figure out what you want them to do. What are your paid media campaign objectives? Do you want them to purchase a product, book an appointment or find out more information?

Outlining campaign strategies

Each paid media strategy should include a guide on how the paid media campaigns will get your audience to take an action. This might include paid social media marketing, paid search, paid media retargeting or paid ads on mobile apps.

Campaign budget

We'll outline the budget required to generate results for your paid media campaigns. To go one step further, we can also help you calculate the returns you need to reach your business goals with certainty!

Competitor analysis

Before crafting your bespoke paid media strategy, we’ll use a range of research methods that will provide us with enough data to make the most informed recommendations. One of these research methods includes in-depth competitor analysis.

We’ll dissect your competitors:

  • Content
  • Social media ads
  • Google Adwords targets
  • Display ads
  • PPC landing pages

This will help to identify any opportunities to optimise your paid media campaigns and stay one step ahead of the game. This isn’t about emulating your competitor’s tactics, it’s about elevating them.
We have countless tools at our disposal to uncover accurate competitor data. This includes Facebook’s ad library, Google Keyword Planner and many more. By comparing this with your own efforts you can easily see where improvements could be made in terms of your paid media strategy.

With the right paid media agency on your side, you can find out:

  • Which PPC keywords your competitors are targeting
  • How much competitors are spending on PPC (estimated)
  • The proportion of their PPC traffic vs organic search traffic

You can then use this information to leverage your own paid media strategy. Our team will help you to defend your branded keywords, target competitors branded KWs and improve your audience targeting through comprehensive competitor analysis.

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Paid media services we offer

We can help you to bring your paid media strategy to live with a range of paid media services. Once we’ve mapped out your growth plans, we’ll work closely to implement the solutions that will help you to achieve your goals.

Paid social media marketing

We can help you to create and execute your paid social media marketing strategy. This will include resource planning and bidding for Facebook, Instagram, YouTube and LinkedIn. Our team can assist with everything from designing ad creatives to campaign optimisation.


Our retargeting services will help you to maximise your ROI by keeping your brand at the forefront of your target audience’s mind. We’ll ensure your retargeting campaigns are set up correctly, as well as managing them throughout the campaign to ensure every penny is spent wisely.

PPC and Google ads

We’ll work with you to build and manage your Google AdWords campaigns. With the right set-up and management, you can generate consistent returns through PPC campaigns. Our team will carry our extensive KW research, monitor your competitors and analyse your campaign data to ensure your PPC strategy is as effective as possible.

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Content creation

To really catch your audience’s attention, you’ll need an advert that they simply can’t ignore.
Our paid media strategists will provide expert guidance on the right ad formats and creative assets for your campaigns, helping you to increase your conversions and maximise brand awareness.

PPC landing page design

Our team will use their expertise to ensure your PPC landing pages are optimised for conversions. This includes incorporating well-written copy, powerful CTA, user-friendly page design and more. We can also implement A/B tests to find out which page design converts best and utilise this data for future PPC campaigns.

Video ads

We provide a selection of video marketing services to suit your individual needs. Video can leave a lasting impact on your audience when used in paid media campaigns, so it’s important to have a team on your side who know how best to incorporate video in your paid media strategy.

Whether you want to create video adverts, explainer videos or utilise other forms of video marketing, we’ll help you every step of the way. Our PPC strategists will guide you through the process from start to finish.

Social media ad design

Memorable, benefit-focused ad creatives are critical to your paid social media strategy’s success.
We can help you to develop eye-catching adverts for Facebook, Instagram, LinkedIn and more. Our paid media strategists will choose the best format for each platform to ensure you get the most out of your investment.

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On-going reporting and data analysis

Once your paid media strategy has been created and your campaigns are up and running, we’ll synergize all of our efforts to create one insightful report.

Our campaign reports will keep you up to date with the progress of your ads and our data analysts will scrutinise this information and provide optimal solutions for future paid media strategies.

On-going reporting is essential for generating consistent and, increasingly larger, ROIs. We’ll keep your KPIs and business objectives at the core of each report, so you can easily see how close or far away you are from your goals. We’ll only include the metrics that matter the most to you, including:

  • Conversion rate
  • Cost per conversion
  • Cost per lead
  • Cost per acquisition
  • Cost per click
  • Return on Ad Spend
  • Revenue

Our team will de-mystify the data and ensure that you have a clear picture of the success of your paid media campaigns, as well as the steps we’re taking to make them even better.

Your business is constantly evolving and we understand that your paid media strategy should be no different. Our team can update and manage your paid media campaigns to account for any changes in the competitive landscape, customer personas and more. This ensures you’re always making the most out of your opportunities.

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Why work with Candidsky on your paid media strategy?

We have the expertise and experience to put craft a bespoke paid media strategy that will get your business on the right track.

With our paid media strategy services, you’ll never get generic, one size fits all advice. We keep data at the heart of all that we do here at Candidsky, giving us the power to create impactful strategies that are suited to your business’ needs alone.
Our paid media strategists are always up-to-date with current industry trends, so they’re well equipped for creating new strategies or improving upon existing ones.

We’ll utilise our resources to provide you with customer-centric advice that is tailored to your company’s needs, wants and objectives. Our team will keep you up-to-date throughout the campaign with regular reports about its progress, so you’re always in control of your paid media strategies.


Paid media is an advertising channel that enables you to reach your customers through paid placements, rather than organically. This could be through online ads on Google search or social media.

Paid media is a channel for your marketing where you have full control of the message e.g. Google Ads. Owned media is a channel that you own and control, such as a company website or your own blog. Earned media means being featured in online publications – an excellent way to reach new customers without paying for ads.

Working with a paid media strategist will ensure that you create an effective campaign from the outset. They’ll not only recommend which channel works best for your business, but they’ll also identify what adverts work best on each platform, as well as how frequently you need to post and what the data says about the success of these posts.

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