Paid Media

Paid media works when strategy, creative, audience, and landing experience line up. The goal here is not cheap clicks—it is qualified demand that fits your offer and capacity.

It sits in the Navigation phase of The ICON Method™: using your Identity and Communication to drive predictable demand, with structure and testing so every dollar has a job.

What this service solves

• Random or one-off campaigns with no clear strategy behind them.
• Ad spend that drives traffic but does not convert to leads or pipeline.
• Weak or inconsistent messaging across search, social, and landing pages.
• No clear testing plan, so performance flatlines after the first push.
• Limited visibility into which channels or campaigns actually drive revenue.

What’s included

• Campaign goals and success metrics tied to pipeline or booked calls.
• Channel and budget planning across search and social, based on your audience.
• Account and campaign structure for clarity, control, and easier optimization.
• Ad copy and creative direction aligned with your messaging guide and offers.
• Retargeting and remarketing setup for key site behaviors and segments.
• Conversion tracking recommendations and basic dashboard views for performance.

How it supports The ICON Method

Paid Media lives primarily in the Navigation phase of The ICON Method™. It is where brand, messaging, and systems turn into predictable demand.

• Identity: Uses your positioning and ideal customer profile to define who you target.
• Communication: Applies your core messaging and offers to ad copy and creative.
• Optimization: Relies on solid website, UX, and tracking so every click has a real next step.
• Navigation: Feeds live data back into strategy so you can scale what works and cut what does not.

Typical timeline

Strategy and setup usually take one to two weeks, depending on how many offers, channels, and locations you want to support. Most clients then run in 60–90 day optimization cycles to learn, refine, and scale.

Who this is for

• Brands that already have a clear offer and need more consistent demand.
• Teams with working funnels or sales processes that want more volume at the top.
• Leaders who want ads tied to pipeline and revenue, not just impressions.
• Companies shifting from pure organic or referral to a mix that includes paid.

Expected outcome

You get campaigns built on clear goals, focused targeting, and constant learning, so paid media becomes a controllable lever for leads and revenue—not a loose experiment in the background.