Go-to-Market department
Paid media management, run as a department
Ad accounts drift when nobody owns them day to day. Budgets pace unevenly, search terms go unread, and conversion tracking quietly breaks after a site change. Nexoryl runs paid search, paid social and shopping campaigns as a managed department, working remotely inside the ad accounts and analytics you already own.
The first button opens an email to info@nexoryl.com.
You bring
- Your ad accounts and budgets
- Targets and margins
- Brand assets and landing pages
Nexoryl runs
- Tracking
- Campaign builds
- Daily optimisation
- Creative testing
- Reporting
You get
- Spend you can account for
- Leads or sales tracked to your CRM
- A monthly review against targets
- Operating model
- A managed department with a named lead, written account rules and a review cadence. Not a freelancer logging in once a week.
- Delivery model
- Fully remote. Work happens in your ad platforms, Tag Manager and analytics, under user access you grant and can remove.
- Usual starting scope
- One or two channels, often search plus one social platform, after a tracking and account audit.
- Typical roles
- A paid media lead, a specialist for each platform in scope, and analytics support for tracking.
- Runs inside
- Google Ads, Microsoft Advertising, Meta Ads Manager, LinkedIn Campaign Manager, Google Tag Manager and GA4.
- Engagement
- An audit first, then a monthly managed retainer reviewed against agreed efficiency targets.
Overview
What is paid media management?
Paid media management is the ongoing work of planning, building, running and measuring advertising you pay for on platforms such as Google, Microsoft, Meta, LinkedIn and Amazon.
It covers campaign structure, targeting, bids and budgets, ad copy and creative, conversion tracking and reporting. Most of the result is decided after launch: search terms need pruning, audiences tire of the same ads, budgets need pacing against the month, and tracking needs checking whenever the website changes. Management means doing that work on a schedule rather than when someone remembers.
Nexoryl model
What does Nexoryl's Paid Media department do?
It takes day-to-day ownership of your paid acquisition: auditing what exists, fixing tracking, restructuring accounts where needed, then running optimisation and reporting against targets agreed with you.
The department works to your demand plan alongside Marketing, SEO and Content, so paid campaigns support the same pipeline or revenue numbers as everything else.
- Responsible for
- Account structure, campaign builds, bids and budgets, keywords and audiences, ad copy and creative variants from your assets, conversion tracking and reporting.
- Not included
- Media spend itself, on-location photo or video shoots, and brand strategy.
- Connects to
- Marketing, SEO, Web Design & Development for landing pages, and Revenue Operations for CRM data.
Where accounts go wrong
Four problems that waste spend quietly.
None of these show up as one bad day. They show up as a cost per lead that creeps upward for months.
Tracking nobody has checked since launch
- Shows up as
- Conversions in the ad platform don't match the CRM, or a form change stopped a tag firing weeks ago.
- We look at
- Tag Manager containers, GA4 events, platform conversion actions and what your CRM records as a real lead or sale.
- What changes
- One verified conversion setup, documented, with a check after every site release.
Budgets that run out mid-month
- Shows up as
- Campaigns limited by budget by the 20th, or underspending while demand is there.
- We look at
- Daily pacing against monthly targets, campaign priorities and seasonal patterns in your own history.
- What changes
- Pacing rules and a weekly budget review, with reallocation agreed rather than improvised.
Search terms nobody reads
- Shows up as
- Broad and phrase match keywords spending on queries that will never convert.
- We look at
- Search term reports, negative keyword lists and match-type structure.
- What changes
- A standing search term review, with shared negative lists across campaigns.
Creative that never changes
- Shows up as
- The same three social ads running for a year, frequency climbing and click-through falling.
- We look at
- Frequency, fatigue signals and which messages actually drove conversions.
- What changes
- A testing calendar, with new variants produced from your brand assets each cycle.
What the department covers
Paid media services, by channel and by job.
Channels are switched on as the plan needs them. A B2B software company and an online store will rarely use the same mix.
Paid search
Google Ads and Microsoft Advertising, built around intent rather than keyword volume.
- Account and campaign structure
- Keyword and match-type strategy
- Responsive search ads and assets
- Search term and negative keyword management
Paid social
Meta, LinkedIn and TikTok campaigns planned around the audience each platform actually reaches.
- Audience strategy
- Lead form and conversion campaigns
- Creative rotation and fatigue control
- B2B targeting on LinkedIn
Shopping and marketplaces
Product-led campaigns where the feed does most of the work.
- Google Merchant Center feed management
- Performance Max and Shopping campaigns
- Amazon Sponsored Products and Brands
- Product title and attribute optimisation
Tracking and measurement
The part that decides whether every other number can be trusted.
- Google Tag Manager setup and audits
- GA4 conversion events
- Meta Conversions API
- CRM-based offline conversion imports
Creative and copy
Ad variants produced remotely from your brand guidelines and existing assets.
- Search ad copy
- Static and simple motion variants
- Landing page message-match notes
- Test plans and results logs
Budgets and reporting
Spend managed against targets you set, reported in your terms.
- Budget pacing and allocation
- Bid strategy management
- Weekly operating dashboard
- Monthly performance review
How remote delivery works
How a paid media engagement runs.
The sequence is the same for one channel or six. What changes is how long each stage takes.
Step 1: Access and audit
You grant user access to the ad accounts, Tag Manager and analytics. We review structure, tracking and recent performance before changing anything.
Step 2: Fix measurement
Conversion tracking is verified from click to CRM where possible, then documented so it survives the next site change.
Step 3: Agree the plan
Channel mix, budgets, efficiency targets and the definition of a conversion are agreed and written down.
Step 4: Build or restructure
Campaigns are rebuilt where the audit shows they need it. Campaigns that already work are left alone.
Step 5: Run and optimise
Daily checks on spend and anomalies; weekly work on search terms, audiences, bids and creative.
Step 6: Review and adjust
A monthly review against the targets, with budget and channel changes proposed and agreed before they happen.
You keep ownership of every ad account, pixel, audience and conversion action. If the engagement ends, nothing needs to be migrated back.
Scope and boundaries
What's included, and what stays with you.
Writing the boundary down early avoids the most common argument in paid media: who was supposed to do what.
Included
- Account audits and restructuring
- Campaign builds and daily management
- Keyword, audience and bid management
- Ad copy and creative variants from supplied assets
- Conversion tracking setup and maintenance
- Weekly reporting and monthly reviews
Not included
- Media spend, which each platform bills to you directly
- On-location photography, filming or event coverage
- Brand identity and positioning work
- Website builds, which sit with Web Design & Development
- Guaranteed results: auctions, competitors and markets move
What you provide
- User access to ad accounts and billing visibility
- Access to Tag Manager and analytics
- Brand guidelines and creative assets
- Your definition of a qualified lead or a sale
- A named contact for approvals
Tools and platforms
Where the work happens.
Everything runs in platforms you own. We work in them; we don't move your data into ours.
- Ad platforms
- Google AdsMicrosoft AdvertisingMeta Ads ManagerLinkedIn Campaign ManagerTikTok Ads ManagerAmazon Ads
- Tracking
- Google Tag ManagerGA4Meta Conversions APIOffline conversion imports
- Feeds
- Google Merchant CenterFeed rulesSupplemental feeds
- Reporting
- Looker StudioPlatform reportingYour BI tool
Named as examples of tools we work in. They don't imply a partnership or certification.
Measurement
How a paid media department is measured.
Targets are set during planning against your margins and sales cycle, then reviewed monthly.
Efficiency
- Cost per lead or acquisition
- Return on ad spend where revenue is tracked
- Cost per qualified opportunity
Volume
- Conversions
- Qualified leads or orders
- Impression share on priority terms
Quality
- Lead-to-opportunity rate
- Search term relevance
- Tracking accuracy against the CRM
Operations
- Budget pacing variance
- Tests run against the plan
- Reports delivered on schedule
These are measurement categories, not promised figures.
Who does the work
The team behind the accounts.
Sized to the channels in scope. A single-channel engagement doesn't carry a team built for six.
Paid Media Lead
Owns the plan, the targets and the monthly review. Your main point of contact.
Channel Specialists
Platform-specific builds and optimisation, one per channel in scope.
Analytics Specialist
Tracking, attribution checks and the dashboards everyone reads from.
A good fit when
- You spend on two or more ad platforms and nobody owns them day to day
- Cost per lead has drifted and nobody can say why
- Your current reporting stops at clicks and impressions
- Ad platform conversions disagree with your CRM
Probably not the right fit when
- You want a one-off campaign with no ongoing management
- You need TV, radio, outdoor or print buying
- You need a guaranteed return before an audit has been done
Ways to start
Three ways to begin.
Most clients start with the audit, because it shows what's worth fixing before anything is rebuilt.
Paid media audit
Structure, tracking, wasted spend and efficiency reviewed across the accounts in scope, with a prioritised list of fixes.
Tracking fix and rebuild
Measurement repaired and campaigns restructured where the audit shows it's needed, as a scoped project.
Managed department
Day-to-day management on a monthly retainer, reviewed against the agreed targets.
Fees depend on channels, accounts and complexity, and are agreed after the audit. Media spend is always separate.
Questions
Questions about paid media management.
If your question isn't here, email us. The answer usually depends on your accounts.
What does a paid media department do day to day?
It checks spend and anomalies daily, reviews search terms, audiences and creative weekly, and reviews performance against targets monthly. Most of the value comes from that routine rather than the initial build.
Which ad platforms does Nexoryl manage?
Google Ads, Microsoft Advertising, Meta (Facebook and Instagram), LinkedIn, TikTok and Amazon Ads. Channels are scoped to your plan, and most engagements start with one or two.
Can paid media be managed fully remotely?
Yes. All of the work happens inside online ad platforms, Tag Manager and analytics tools. You grant user access and can remove it at any time.
Who owns the ad accounts and the data?
You do. Accounts, pixels, audiences and conversion actions stay in your name and on your billing. Nexoryl works as a user on them.
Is ad spend included in the fee?
No. Each platform bills you directly for media. Nexoryl's fee covers the management work only.
Do you guarantee a return on ad spend?
No. Auctions, competitors and markets change. What we commit to is agreed targets, a documented approach and honest reporting against those targets.
Do you produce the ad creative?
Yes: ad copy and static or simple motion variants produced from your brand guidelines and existing assets. On-location photo and video shoots aren't part of the service.
How does paid media work with SEO and the website?
Search term and conversion data from paid campaigns feeds SEO priorities, and landing page problems go to Web Design & Development. The departments work from one plan.
What do you need from us to start?
User access to the ad accounts, Tag Manager and analytics, your brand assets, and your definition of a qualified lead or sale. The audit starts as soon as access is in place.
Next step
Put someone in charge of your ad accounts.
Tell us which platforms you run and what isn't working. We'll start with an audit and tell you plainly what to fix first.