ServiceTrade · Paid media · ABM · Measurement
Full-Funnel Paid Media Strategy
A channel-by-stage operating model that aligned commercial Fire, Mechanical, and AI priorities with audience signals, paid activation, and funnel reporting.
01
Business challenge
The business needed to strengthen demand across multiple product and industry priorities while making channel investment easier to connect to buyer stage and pipeline.
02
My role
I owned the paid media strategy, audience architecture, measurement approach, and agency brief. Channel execution was managed with external partners, while I remained accountable for priorities, voice, handoffs, and optimization decisions.
03
Strategy
- Mapped channel roles to awareness, consideration, and decision stages instead of asking every platform to do the same job.
- Built segmented audiences using account fit, intent, propensity, lifecycle, and industry signals.
- Set shared UTM rules and reporting questions before activation so campaigns could be evaluated consistently.
- Created an operating cadence for budget movement, creative refreshes, landing-page feedback, and agency decisions.
04
Execution
- Activated search, paid social, display, programmatic, software review sites, and emerging channel tests.
- Directed briefs and asset requirements by audience, offer, funnel stage, and placement.
- Audited landing pages and connected media decisions to CRO priorities.
- Reviewed channel and CRM signals together rather than optimizing to platform metrics alone.
05
Business impact
- Created a repeatable model for allocating investment and explaining tradeoffs.
- Helped paid programs exceed the quarterly inbound MQL goal.
- Improved alignment across revenue marketing, analytics, sales, agency, and creative partners.
06
Tools and channels
Confidentiality note
This case study is intentionally sanitized. Detailed budgets, audience sizes, targeting logic, internal decision logs, and account-level reporting remain private.