Paid media
Paid media services: search, social and programmatic ads
Every ad platform will tell you it works. Your CRM tells you which ones bring buyers. We plan the channels together and move the money toward the ones that fill your calendar.
Search & video
Social
Programmatic & more
How the channels fit together
Search ads catch demand that already exists. Someone types “dental implants near me” and you appear. Paying more does not create more of those searches. It only wins you a bigger share of them, which is why Google Ads is usually the first channel to fund and the first to hit a ceiling.
Social and video ads create demand. People scrolling Instagram or watching YouTube were not looking for you. A good ad makes them want something they had not planned to buy this week, so the creative does most of the targeting work on Facebook and Instagram, TikTok and YouTube.
Programmatic display and connected TV reach sites, apps and screens the big platforms do not cover. Retargeting follows up with people the other channels already brought. It can never be bigger than the traffic feeding it.
Most businesses need two or three of these. Very few need all of them at once.
Which channel does what
| Channel | Its job | Start here when |
|---|---|---|
| Search (Google, Bing) | Capture people already looking | Buyers search for what you sell, by name or by problem |
| Social (Meta, TikTok, LinkedIn) | Create demand and collect leads | Your offer is visual, local, or new to most people |
| YouTube and connected TV | Build recall in a large audience | Search and social already work and you need more reach |
| Programmatic display | Reach chosen sites and audiences | You know exactly who you want and can fund a real test |
| Retargeting | Bring back people who showed interest | You have steady traffic or a customer list to work from |
How to split a budget without guessing
We do not use fixed percentages. A split that suits a neighbourhood dental clinic would waste money for a software company that sells online. What carries over is the order of the decisions.
Fund existing demand first
If people search for your service, search ads come first. They sit closest to the booking and are the easiest to measure.
Add one demand channel
Pick the social or video platform where your buyers spend time and give it enough budget to learn. One platform run properly beats three underfunded ones.
Size retargeting to your audiences
Retargeting spend follows the number of people you can retarget. Beyond that, extra budget only shows the same ad to the same people more often.
Keep a test slice
A small, fixed share goes to new channels or formats. Each test has an end date and a cost per booked appointment it must reach to stay.
Rebalance every month
Money moves toward the channel with the lowest cost per qualified lead or booking in your CRM, as long as that channel can absorb more.
One scoreboard for every platform
Each platform counts conversions its own way, and the counts overlap. Meta, Google and TikTok can all claim the same booking. Add up their reports and you get more sales than you made.
We count once, in your CRM. Each lead arrives with its source and campaign through revenue attribution, and your team’s stages (contacted, qualified, booked, paid) decide which campaign gets the credit.
Those stages also go back to the platforms. Qualified leads and bookings are sent to Meta through the Conversions API and to Google as offline conversions, so each bidding system learns what a buyer looks like. A platform fed form fills goes looking for more form fills.
If your ads already spend and do not sell, start with why that happens. If you are planning from scratch, media planning covers the full method.
Frequently asked questions
Which paid channel should we start with?
Search, if people already look for what you sell. If they do not, because the offer is new or bought on impulse, start with Meta or TikTok. We check search demand in your market and the length of your sales cycle before choosing.
How much should we spend on ads?
Enough for each channel you run to collect the conversions its bidding needs. That depends on your prices, your market and your targets, so we work it out with you. The marketing budget calculator gives a first estimate.
Can we run every channel at once?
You can, but a small budget spread over five platforms teaches none of them anything. We add channels one at a time, once the previous one is measured in the CRM.
Why don’t the platform reports match our sales?
Each platform credits itself for any sale it touched, with its own attribution window. We report from the CRM, where each lead has one source, and show the platform figures beside it for reference.
Do you run ads in Arabic and French?
Yes. The team works in French, Arabic and English. We write ads in the language your buyers use and often test two languages inside the same campaign.
Last updated · By the Napexy team
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