We run paid media across every major ad platform from one accountable budget — not ten disconnected campaigns guessing at the same customer.
Start somethingPaid media agency
Most accounts we inherit are not short on effort — they are short on coordination. Search bids against Social for the same shopper, remarketing pools overlap, and nobody owns the budget as a whole. We manage paid media as one portfolio, with every platform reporting to the same plan.
We’ll map every platform you’re running, find where they’re competing with each other, and show you what a coordinated budget would look like.
A senior strategist will reply within one working day.
Run Search and Social as separate accounts with separate owners, and they will quietly bid for the same customer twice. Nobody notices, because each platform only ever reports on itself.
Our paid media services
Before touching a single campaign, we map every platform you currently run against the customer journey each one is actually serving. That usually surfaces overlap nobody had spotted: two platforms targeting the same retargeting pool, or a social budget propping up demand that search was already capturing for free. The output is a single media plan that decides what each platform’s job is, so spend stops competing with itself.
A plan before a single pound is spentSearch and Shopping sit at the bottom of the funnel, catching people who already decided to buy. We run these campaigns on tight match type discipline and a clean product feed, because they are usually where return on ad spend is highest and where wasted budget is most avoidable.
Capturing the demand that's already searchingSocial platforms sell attention someone was not actively looking to give you, which means the creative has to do more work than the targeting. We run paid social to build demand further up the funnel, feeding Search and Shopping rather than duplicating what they already capture, with the platform matched to where your actual buyers spend time.
Creative that earns the scroll-stopping momentLeft alone, every platform builds its own retargeting audience and chases it independently, which is how the same visitor ends up followed by three different ads for the same product. We design one remarketing sequence across platforms, with each one picking up a different stage of the follow-up rather than repeating the last.
One retargeting pool, not five competing onesA fixed monthly split across platforms, decided once and left alone, ignores the fact that performance moves weekly. We review results across the whole portfolio every week and move budget towards whichever platform is currently converting best, rather than defending a split that made sense a month ago.
Spend goes where the evidence points, weeklyEvery platform reports on its own performance in the best possible light, which is exactly why a single consolidated view matters. We build one dashboard that pulls every platform into a shared model of what actually drove a sale, so budget decisions are based on the portfolio’s performance, not the loudest platform’s dashboard.
One report, not five separate loginsWhat a paid media agency actually does
Call it PPC, paid social or paid media — a proper PPC agency brings the same discipline to every channel. Most businesses do not have a Google Ads problem, or a Meta Ads problem, taken in isolation. They have a paid media problem: several platforms set up at different times by different people, each one optimised to look good on its own dashboard, with nobody responsible for how they interact.
That interaction matters more than any single platform’s settings. A shopper who clicks a social ad, leaves, then returns through a branded search two days later gets counted as a win by both platforms. A retargeting pool duplicated across three networks burns budget showing the same person the same offer three times over. None of this shows up in a platform-level report, because no platform reports on anything beyond itself.
We manage paid media as one portfolio from a single plan: each platform assigned a specific job in the customer journey, budget moved weekly based on what is actually converting, and one dashboard that shows the whole picture rather than five separate ones that each tell a flattering, partial story.
One portfolio, several platforms
Three placements from one coordinated plan — each platform doing a different job in the same customer journey, not competing for the same click.
Captures the search from someone already comparing accountants this week.
Builds awareness with business owners who have not started searching yet.
Re-engages the visitor who looked but did not book, before a competitor does.
Illustrative mockups in wtfont’s own design language — not real ad accounts or client data.
Who it’s for
Each platform has its own manager, its own dashboard and its own definition of success. We bring them under one plan with one person accountable for the total result.
Two or three platforms claiming credit for one purchase is normal, not a sign something is broken. We build a single attribution view so budget decisions reflect reality.
A fixed annual split ignores how fast platform performance moves. We review and reallocate weekly, so spend follows results rather than last year’s assumption.
Every platform has a ceiling where returns start to fall. We spread growth across the portfolio deliberately, so scaling spend does not mean scaling waste.
Our process
Every stage ends in something you can check yourself: a shared plan, a coordinated test, a report that adds up to one true number.
We map every platform you currently run against the customer journey, flagging overlap, duplicate retargeting and budget that is quietly competing with itself.
Each platform is assigned a specific role in the journey, with a shared budget and a single set of conversion goals every platform works towards.
New creative, audiences and remarketing sequences launch together across platforms, designed to complement rather than duplicate each other.
Spend is reviewed across the whole portfolio every week and shifted towards whichever platform is currently converting best.
Monthly reporting shows the total result first, with each platform’s contribution underneath, so the headline number is never just one platform’s story.
Why hire a paid media agency
Sectors
Same coordination, tuned to which platforms actually move your sector. Pick yours to see how we split the budget.
Shopping and Search capture the bottom of the funnel while Social and creative-led ads build the demand feeding it, with one remarketing sequence tying the two together.
LinkedIn and Search share the demo-request journey, with budget split based on which one is actually producing qualified pipeline that month, not a fixed assumption.
Search handles the active searchers, Social builds awareness for a longer consideration window, and call tracking makes sure both get proper credit for the enquiry.
Listing-led Search and Shopping campaigns work alongside Social remarketing that follows a long, considered decision without repeating the same creative endlessly.
Compliant Search campaigns capture appointment-ready searches while Social builds trust and awareness earlier in the decision, each platform reported against the same booking goal.
Call-only Search campaigns catch the emergency searches while Social builds local brand recognition for the next time something breaks, both counted in one call-tracked report.
Working together
We stopped arguing about which platform deserved the credit.
Our retargeting ads stopped chasing the same customer three times over.
Budget finally moves to what’s working, not what was agreed in January.
Tools and tech
Coordinating a portfolio takes tooling that sits above any single platform. These are what our paid media team works in.
What you get
Managing a portfolio should never feel like reading five dashboards and guessing how they fit together. Here is what lands in your inbox and your calendar.
And always: you keep full admin access to every platform account and your analytics setup. No lock-in, ever.
Beyond paid media
Organic visibility that lowers how much the portfolio needs to spend on the same searches over time.
Landing pages built to convert the traffic every platform in your portfolio is paying to send.
Creative and messaging the whole portfolio can reuse, instead of briefing each platform separately.
A lifecycle layer that keeps the customer every platform worked to acquire.
A visual identity consistent enough that a shopper recognises you across every platform they see you on.
The dashboard infrastructure a true cross-platform attribution view depends on.
The bigger picture
Every major ad platform now runs its own automated bidding system, trained on its own data, optimising for its own definition of success. That is fine in isolation. Run four or five of these systems side by side with no coordination, and each one will quietly compete with the others for the same customer, confidently and at scale, because none of them can see what the others are doing.
Privacy changes have made this worse, not better. As cross-device and cross-platform tracking gets harder, platforms increasingly fall back to self-reported, in-platform attribution, which means every dashboard tells an increasingly flattering and increasingly incomplete story. The businesses that avoid wasting budget on duplicated effort are the ones measuring the portfolio from outside any single platform’s reporting, not inside it.
AI-driven creative tools have also lowered the cost of testing on every platform at once, which sounds like an advantage until a brand is running a dozen uncoordinated tests simultaneously with no shared hypothesis behind any of them. The advantage only compounds when testing is coordinated against one plan, so what is learned on one platform actually informs what gets tried on the next.
None of this requires abandoning any platform. It requires a layer above them: one plan, one attribution model, and a weekly habit of asking whether the portfolio, not any single account, is moving in the right direction.
Who you’re working with
Every paid media portfolio at wtfont. has one named lead who owns it end to end across every platform: they agree the media plan, chair the weekly reallocation review and are the person you call when a number across platforms does not add up. No handoffs between platform specialists who never talk to each other.
Swap this block for the real person: their name, photo, years of cross-platform media experience and a portfolio result they are proud of. Showing who actually owns the whole picture is the easiest trust signal to add, for clients and for the people checking your credibility before they commit a multi-platform budget.
Paid media guide
Straight answers to the questions every business asks before committing a multi-platform budget.
Enough to cover the customer journey and no more. Running five platforms badly is worse than running two well; most businesses get the best return from two or three platforms coordinated properly before a fourth is worth adding.
Based on evidence, reviewed weekly, not a fixed percentage set once a year. We start with a reasoned initial split based on where your customer journey actually happens, then let performance data move it from there.
Often each platform performs well individually and the portfolio still underperforms, because nobody is managing how they interact. A single team managing the whole portfolio can see and fix that overlap; five separate specialists managing their own platform in isolation cannot.
No. We also build the initial portfolio from a single platform, adding the next one only once the first is proven and once the plan shows where a second platform would genuinely add incremental reach rather than just duplicate effort.
FAQ
Portfolio audit and media planning, Search, Social and Shopping campaign management, cross-platform remarketing, unified attribution and reporting, with weekly budget reallocation across every platform.
Most portfolios run on a fixed monthly management fee separate from your ad spend, scoped to the number of platforms and campaign types involved. You always know what you are paying us versus what is going to each platform.
We manage the campaigns directly across every platform in the portfolio, rather than coordinating separate agencies or freelancers. One team, every account, one plan.
We audit every existing account first. Campaigns with a genuine track record are kept and improved; what is structurally broken or duplicating effort across platforms is rebuilt as part of the new plan.
We build a single attribution model that reconciles what every platform reports against what actually happened in your sales data, so a sale is never counted twice and budget decisions reflect the true picture.
We write and test ad copy and creative briefs as standard, matched to what performs on each specific platform rather than one asset reused everywhere. Design can be handled by our team or briefed to yours.
A written monthly portfolio report as standard, plus a monthly strategy call. Weekly budget reallocation decisions are logged and visible, and anything urgent is flagged as soon as we see it.
No. Paid media management is monthly with no lock-in, because we would rather earn the next month's work than trap you in a year-long agreement.
This page covers the whole paid media portfolio: how Search, Social, Shopping and remarketing work together as one budget, and what proper paid advertising management looks like across all of them. If you already know exactly which single platform you need, our Google Ads, Meta Ads, LinkedIn Ads and remarketing pages go into the platform-specific detail.
From the blog
Guides and playbooks from the team. Placeholder titles, link them to your posts.
Why a fixed percentage split is usually the wrong starting point.
A plain-English explanation of cross-platform attribution and what to do about it.
A simple audit that usually finds wasted spend within a day.
The signals that mean one platform alone has hit its ceiling.
Let’s talk
30 minutes with a senior paid media strategist. No pitch deck, no obligation. Hang up anytime.
A senior strategist will reply within one working day.
Trusted worldwide
Brands running paid media
as one coordinated budget
From single-platform advertisers scaling into their second channel to multi-brand accounts running six platforms at once, we manage paid media budgets as one connected plan, reported on in numbers leadership trusts.
- One named strategist across every platform
- Weekly cross-platform budget reviews
- You keep full admin access to every account
Talk to our paid media teamSome of the brands we grow
Replace placeholders with real client logos