Six channels.
One budget logic.
Every channel we operate reports into one system, one pod, and one number. Cross-channel budget logic beats per-platform ROAS chasing every time we've measured it.
Search built for buyer language, Performance Max architected around asset groups that respect margin, YouTube run as reach with measurable pull-through. Feed hygiene and conversion goals treated as first-class product decisions.
Meta
Consolidated Advantage+ shopping and prospecting campaigns fed by a creative pipeline briefed from data. The account is the smallest lever; the creative supply chain is the largest.
TikTok
Spark Ads over polished spots. Creator sourcing paired with the group's Social studio. Measurement carried by geo-holdouts, not attribution windows the platform sets.
X
Not a default. Where X earns a place — B2B, dev tools, finance, breaking-news adjacency — it's run for share of conversation with measured pull-through, not vanity impressions.
Account-based reach on LinkedIn paired with Google intent capture, attributed against the CRM on a long window. Cost per SQL and pipeline are the metrics — not CTR.
Programmatic
Programmatic used where it belongs: OLV, CTV, and audio for reach; retail media for shelf; DOOH where geography matters. Priced against incrementality, not CPM chasing.
The right question is which dollar next.
Not "did Meta beat Google this week." One pod, one budget, one incremental read across the portfolio.