Paid Digital Media

Taking Your Campaigns Beyond Just PPC

In today’s fast-moving digital environment, paid media isn’t just about setting up a few Google Ads and calling it a day. It’s about building smart, multi-channel strategies that maximize every dollar and deliver measurable returns. At ES, we take a full-funnel approach to paid digital media, one that combines platform expertise, data-driven targeting, and strategic testing to make your campaigns work harder and smarter.

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Whether you’re running ads on search engines, social platforms, or display networks, our focus is the same: getting the most out of your budget and aligning every campaign with your brand’s goals.

A Holistic Approach to Paid Digital Strategy

We don’t believe in siloed campaigns. That’s why we look at your entire digital advertising ecosystem across paid search, paid social, display advertising, video pre-roll, and remarketing to evaluate where your spend is going and what’s performing best. Then, we optimize around what’s actually driving impact.

We start by reviewing your current key performance indicators (KPIs), campaign structures, and historical data. From there, we build a roadmap focused on the metrics that matter most to you — whether it’s leads, revenue, click-through rates, or customer acquisition cost.

Smart Tactics That Drive Better Results

Running successful paid campaigns isn’t just about targeting the right keywords. It’s about orchestrating all the moving parts (audiences, creative, landing pages, and platforms) to create a seamless and persuasive user experience. Here’s how we do it:

Audience Optimization

We use advanced segmentation techniques to find and target your ideal audience. From interest-based groups and lookalikes to retargeting segments and intent-based audiences, we make sure your ads get in front of the right people at the right time.

Conversion Data Utilization

Real results start with real data. We continuously monitor and analyze conversion data to understand what’s working, what’s not, and where we can optimize for higher ROI.

A screenshot of an example Google Ads dashboard

Ad Copy Testing & Optimization

Messaging matters. We test headlines, descriptions, calls to action, and visuals to identify the top-performing combinations and we keep iterating until we’ve unlocked your highest-converting messaging.

Brand Traffic Treatment

Not all traffic is equal. We develop strategies for treating branded and non-branded traffic differently, so you don’t overpay for clicks from people who were already searching for you.

Match Type Allocation

Proper match type usage (exact, phrase, broad match) can make or break a campaign. We carefully structure your keyword strategy to maximize relevance while controlling spend.

1:1:1 Keyword-Ad-Landing Page Ratio

We align keywords, ads, and landing pages using a 1:1:1 structure to ensure consistency, increase Quality Scores, and drive up your conversion rates.

Ad Formats & Audience Building

From carousels to video ads and dynamic retargeting, we implement a variety of ad formats to increase visibility and engagement. Along the way, we continue to build and refine audiences for more precise targeting.

Strategic Planning Around Brand, Conversion & Destination

We treat your paid digital media as part of a broader brand and conversion strategy, including careful consideration of attribution models and destination URL design.

Campaign Management & Optimization Scores

Active management is key. We continuously monitor performance metrics, respond to platform changes, and use tools like Google’s Optimization Score to guide improvements.

Landing Page UX & CRO Testing

Even the best ads will underperform if the landing page doesn’t deliver. We test headlines, layouts, forms, and CTAs through aggressive A/B testing to improve user experience and maximize on-page conversions.

Paid Media That Aligns With Your Business Goals

Every business has different priorities, and your paid media strategy should reflect that. Whether your goal is to generate more qualified leads, increase online purchases, grow brand awareness, or launch a new service our team builds campaigns with your unique objectives in mind.

We’re not just a vendor managing ad spend — we’re your strategic partner, helping you make informed decisions, allocate budget wisely, and continuously improve performance over time.

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Always Evolving, Always Testing

Digital platforms don’t sit still and neither do we. Algorithms shift, audience behavior changes, and new formats emerge all the time. That’s why we live by a simple motto: “always be testing”. At any given time, we’re running experiments across your campaigns, from keyword variations to ad placements to landing page versions.

This test-and-learn mindset allows us to stay ahead of the curve, adapt to platform updates, and push your campaigns to reach new levels of success.