Solutions · Paid Media
Two Platforms.
Two Specialist Teams.
Meta and Google campaigns run at scale by people who live inside one platform each. Creative testing, audience architecture, and budget optimization built around what each platform actually rewards.
$8M+
Managed across Meta & Google
in the last 12 months
28%
Average CPA improvement
within the first quarter
60+
Ad variants live per account
at any given time
2
Specialist teams per account
one Meta, one Google
Meta Creates Demand.
Google Captures It.
Treating them as one channel is why most blended accounts underperform. Each platform gets its own strategy, its own team, and its own creative logic, reconciled under one budget.
Meta · Facebook & Instagram
Won on Creative Velocity
Meta finds your buyers before they search. The lever is creative: new hooks, formats, and angles tested weekly, with audience structure that lets winners scale cleanly.
- Prospecting, retargeting & Advantage+ architecture
- Weekly creative sprints: UGC, statics, Reels
- Conversions API signal quality
- Frequency and fatigue management
Google · Search, PMax & YouTube
Won on Intent Match
Google is where existing demand raises its hand. The lever is structure: intent-tiered campaigns, disciplined negatives, and message-to-query match that lifts Quality Scores and drops CPCs.
- Intent-tiered search structure & brand defense
- Performance Max with proper guardrails
- RSA and YouTube asset testing
- Enhanced conversions & consent mode
The Four Disciplines
Behind Every Account.
Audience Architecture
Both platforms reward structure. On Meta we build layered prospecting and retargeting systems with clean exclusions; on Google we architect campaigns around intent tiers, from exact-match brand defense to broad discovery. No spaghetti accounts.
- Meta: prospecting pools, retargeting ladders, exclusion logic
- Google: intent-tiered search structure with negative keyword discipline
- First-party audience syncing across both platforms
- Advantage+ and Performance Max used deliberately, not by default
- Cross-platform frequency and overlap management
Creative & Ad Testing
Meta is won on creative velocity; Google is won on message-to-intent match. We run weekly creative sprints for feed and Reels, and continuous RSA and asset testing on search and YouTube, each judged against statistically real thresholds.
- Weekly Meta creative sprints: hooks, formats, UGC, statics
- RSA copy matrices mapped to keyword intent
- YouTube asset testing across skippable and Shorts inventory
- Landing page variants matched to ad promise
- Winner scaling rules with fatigue monitoring
Budget & Bid Optimization
Budgets follow marginal returns, not habit. We pace spend daily, shift budget between platforms as efficiency moves, and manage smart bidding with proper guardrails so the algorithms optimise toward your margins, not their own spend targets.
- Daily pacing against blended CAC and MER targets
- Cross-platform budget reallocation on marginal ROAS
- Smart bidding strategy with tROAS and tCPA guardrails
- Seasonality and promo-period bid adjustments
- Spend audits to eliminate waste placements and queries
Tracking & Signal Quality
Post-iOS14, the platforms optimise on the signals you feed them. We implement Conversions API, enhanced conversions, and clean event taxonomies so Meta and Google's algorithms learn from accurate data instead of noise.
- Meta Conversions API and event deduplication setup
- Google enhanced conversions and consent-mode configuration
- GA4 alignment so platform and analytics numbers reconcile
- Server-side tagging where scale justifies it
- Regular signal audits as platform requirements evolve
Why Adlantic for
Paid Media
Specialists, Not Generalists
Your Meta buyer lives in Meta; your Google buyer lives in Google. Each platform changes too fast for one person to master both, so we never ask one person to.
Creative Velocity Built In
Paid social dies without fresh creative. Our in-house team ships new statics, videos, and UGC weekly, briefed directly from account data rather than guesswork.
Algorithms on a Leash
We use Advantage+ and Performance Max where they win and constrain them where they hide waste. Automation is a tool we direct, not a strategy we surrender to.
Signal Quality First
Most underperforming accounts are really tracking problems. We fix CAPI, enhanced conversions, and event taxonomy before scaling spend, so the algorithms learn from truth.
Blended Reporting
Meta and Google both claim the same conversions. Our reporting reconciles them against GA4 and blended CAC, so you see real performance instead of double-counted wins.
You Own Everything
Ad accounts, pixels, audiences, and learnings stay in your name. If we ever part ways, you keep the machine we built. No hostage accounts.
Frequently Asked Questions
What brands ask before handing us their ad accounts.
Should we run Meta, Google, or both?
Usually both, weighted by where your demand lives. Google captures existing intent: people already searching for what you sell. Meta creates demand among people who match your buyers but have not searched yet. Most brands need capture and creation working together, and the budget split shifts as we see marginal returns from each.
What is the minimum budget to work with you on paid media?
Paid media retainers generally start at $8,000 (roughly ₹6.5 lakh) in monthly ad spend per platform. Below that, algorithmic learning phases and creative testing cannot run properly. For smaller budgets we recommend starting single-platform and expanding once unit economics prove out.
How do you handle iOS tracking limitations?
Through signal quality work: Meta Conversions API with proper event deduplication, Google enhanced conversions, consent mode, and clean event taxonomies. We also lean on blended measurement (MER, blended CAC) rather than trusting platform attribution alone, so decisions are based on real business outcomes.
Do you use Performance Max and Advantage+?
Yes, deliberately. Both can perform well with strong creative assets and accurate conversion signals, and both can quietly absorb budget into low-quality inventory without them. We deploy them alongside structured campaigns, compare marginal performance, and constrain them with the guardrails each platform allows.
How quickly can campaigns launch?
Tracking and account structure work takes the first 1 to 2 weeks; campaigns typically go live in week 2 to 3. We do not launch on broken tracking, because every week of spend on bad signals is money teaching the algorithm the wrong lesson.
Start Today
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