Paid Media
From Google and Meta to Amazon, streaming TV, radio and direct mail, we plan, build and optimize campaigns that turn ad spend into revenue.
The problem
Ad platforms make it easy to spend money and hard to know what's working. Without a clear strategy, budgets leak fast.
What we do
Search, Performance Max, Shopping, Display, and YouTube campaigns, managed by a Google Ads-certified strategist.
Full-funnel prospecting and retargeting on Facebook and Instagram, catalog ads for ecommerce, and lead generation for service businesses.
Precision targeting by role, company, and industry for hiring, high-ticket services, and select B2B campaigns.
Put your brand on streaming TV with targeting and measurement closer to digital than traditional broadcast.
Broadcast TV, radio, print, and direct mail planned, negotiated, and executed through established media relationships.
Concepting, ad creative, demand and budget planning, launch, and ongoing optimization, with automations that keep campaigns efficient.
Sponsored Products, Sponsored Brands, and display campaigns for 1P and 3P brands, planned alongside Google and Meta and guided by digital shelf data, so spend doesn't go to products that are out of stock or have weak content.
By the numbers
What changes
Tight targeting, negative keywords, audience exclusions, and budget pacing keep money flowing to what converts.
Concepts built for each platform and tested continuously, so winning ads scale and losers get cut.
Digital and traditional media planned together, measured together, and optimized toward the same goals.
Why Lakefly
Our team is Google Ads certified, holds Google Partner status, and has managed campaigns across search, social, streaming, broadcast, print, and direct mail.
Your media plan comes from someone who understands how the channels work together, not a specialist trying to fit you into one platform.
How we work
Accounts, tracking, competitors and past performance reviewed for waste.
What the work should return, and how big the budget should be.
Goals, audiences, channel mix and flighting set to your demand cycles.
Concepts, creative, campaign builds and tracking verification.
Continuous testing, bid and budget shifts, creative refreshes.
Audit
Accounts, tracking, competitors and past performance reviewed for waste.
Forecast
What the work should return, and how big the budget should be.
Plan
Goals, audiences, channel mix and flighting set to your demand cycles.
Launch
Concepts, creative, campaign builds and tracking verification.
Optimize
Continuous testing, bid and budget shifts, creative refreshes.
Plain & Simple Language
Most paid media reporting is built around metrics the platforms choose. These are the ones we use instead, and why.
ROAS is revenue a platform claims for its own ads. MER is total revenue divided by total spend everywhere. When several channels run at once they all claim the same sales, so channel ROAS can look great while the business gets no better. MER is the one that can't be gamed.
Total advertising cost of sale: ad spend divided by total sales on a marketplace, including organic. Unlike ACoS, which counts only ad-attributed sales, TACoS shows whether your Amazon or Walmart advertising is lifting your whole listing or just buying sales you'd have made anyway.
The most you can pay to acquire a customer and still hit your margin and payback targets. It comes from your economics, not a platform benchmark, and it's what should set bid and budget ceilings rather than a round-number CPA goal.
Whether an ad actually caused a sale that wouldn't have happened otherwise. Retargeting and branded search tend to look spectacular in platform reporting while producing little incremental revenue. Geo holdouts and spend tests are how you find out.
Connected TV means streaming content watched on a television through a smart TV or device. OTT is any content delivered over the internet rather than cable or broadcast, including phones and tablets. The practical difference is screen and attention: CTV behaves more like television, OTT more like digital video.
How often the same person sees your ad over a period. Past a certain point more spend stops reaching new people and starts annoying the ones you already reached, which shows up as rising costs with flat revenue. It's the most common reason scaling a campaign quietly stops working.
Still have questions? Ask them directly and you'll get a straight answer.
Management starts at $2,500 per month, separate from your ad spend. Your fee depends on ad spend, the number of channels, and how much creative and landing page work your campaigns need.
We generally recommend at least $1,500 per month in media spend for digital campaigns, so there's enough data to optimize against. Below that, a one-time setup and a plan your team runs is usually the better value.
Yes. Your ad accounts, data, and creative stay under your ownership, and you keep full access at all times.
Paid media can generate traffic and leads quickly after launch. The first several weeks are typically a learning and testing period, and performance usually improves as campaigns gather data.
Yes, for both 1P vendors and 3P sellers. We plan retail media alongside Google and Meta and manage it toward total profitability using TACoS (ad spend divided by total sales, including organic), not just ad-attributed sales.
Yes. We plan and buy broadcast TV, radio, print, and direct mail, and coordinate them with your digital campaigns so the channels support each other.
Platform attribution over-counts, especially when several channels run at once. We use blended efficiency as the primary measure, supported by platform data, and where it's useful we'll add post-purchase surveys or geo testing. For traditional media we're explicit about what's measured versus modeled.
Where we work
Based in Fort Wayne, we manage digital campaigns for businesses anywhere and buy traditional media across the region.
We geo-target campaigns to the ZIP codes, cities, and radius you actually serve, and buy regional TV, radio, and print where it reaches your customers.
Our home market is Fort Wayne and Northeast Indiana, including New Haven, Huntington, Auburn, Angola, Kendallville, Warsaw, Columbia City, Decatur, and Bluffton. We also serve businesses in Northwest Ohio, Southern Michigan.
We'll review your current campaigns and show you where budget is leaking. Not advertising yet? We'll talk through which channels fit. Reply within one business day.
Your Cart
Your cart is empty
Access this document
Pre-Order
Get in touch