PPC campaign strategy that exists in writing
Before Keller Creative runs a dollar of paid media, there's a written plan: which conversion counts, which channels get budget and why, and what the first round of tests is meant to prove. Campaign strategy is the part of paid media most agencies skip, which is why so many accounts are a pile of settings with no argument behind them.
For Knoxville businesses and the national brands we work with, that document becomes the thing every monthly report answers to.
What the plan actually contains
A conversion definition specific enough to argue with: a phone call over a minute, a form fill from a service page, a purchase. A channel mix with reasoning attached, because search and social do different jobs and budget should reflect that. A campaign structure you can review before it spends. A measurement plan, and a short list of what we're testing first.
If any of those are missing from your current setup, that's usually where the wasted spend is hiding.
How budget gets divided
High-intent search captures demand that already exists. Social creates demand that doesn't yet. Retargeting closes the people in between. The split between them depends on your sales cycle, your margins, and how much existing demand your category has, and we put our reasoning on paper so you can challenge it.
The split isn't sacred. As real numbers land, money moves, and the plan gets amended rather than abandoned.
Strategy doesn't end at launch
Seasonality shifts, competitors enter auctions, and a winning test changes what's worth testing next. The strategy gets revisited in your monthly working session, so there's never a gap between what the plan says and what the account is doing. You always know what's being tested and what it would mean if it works.
Frequently Asked Questions About Campaign Strategy
Can we hire you for strategy without ongoing management?
Yes. Some clients want the audit, the conversion plan, and the channel strategy, then run execution in-house. You get the same written deliverables our managed clients build from, and the option to hand execution back to us later if priorities change.
How long does a campaign strategy take to build?
Typically the first week or two of an engagement, depending on how quickly we get account access and how much tracking archaeology the audit turns up. Accounts with clean data move faster. Either way you see the written plan, and approve it, before anything launches.
What do you need from us to start?
Access to your ad accounts and analytics, a straight answer on what a customer is worth to you, and twenty minutes on how your sales process actually works. Past campaign data helps but isn't required. The economics conversation matters most, because every budget recommendation hangs on it.
Ready when you are.
Book a strategy session