Paid Media, inside a Lumos engagement

Paid media is the easiest surface to run badly. CPMs rise, creative fatigues, attribution gets harder, and everyone keeps adding spend because the numbers still look fine on the surface dashboard. Six months later the contribution margin has quietly halved and nobody noticed.

Inside a Lumos engagement, paid media is run as an exercise in marginal efficiency, not aggregate growth. We move the budget where it earns. We retire creative before it fatigues, not after. And we stop spending when the marginal pound isn't returning enough.

What's inside

• Media strategy: channel mix, audience layering, attribution model
• Creative production cadence: hypothesis-led, with named winners and losers
• Bid management: discipline over volume, marginal ROAS over blended
• Attribution: server-side tracking with a reality check against the actual P&L
• Integration: paid feeds lifecycle, paid uses SEO insight, paid tests creative for organic

Channels: Google Ads, Meta, TikTok. We don't run linear TV, OOH, or audio — those are different disciplines and worth hiring specialists for.

Reporting

Monthly. What was spent, where it went, what it earned, what we changed, why. We name the creative that worked and the creative that didn't, so the next round is sharper.