Managed on margin, not on revenue.

Two families, never mixed

Search and social are not bought, measured or managed the same way. Search captures demand already expressed; social goes out to create it. So the budgets are held separately, each with its own cap included in your tier — and the reporting keeps the same separation, so a good month on search never masks a bad month on social.

• Search — Google Shopping and Performance Max as the foundation, Bing as a complement. This is where already-formulated demand sits: someone typing the name of your product carries an intent no other channel replicates. The first euro to spend in almost every catalogue.
• Social — Pinterest first, then Meta. Pinterest is a platform for planning and discovery, heavily under-exploited in décor, homeware, nursery and craft: low entry cost, but a long decision cycle. Meta comes next, for discovery and retargeting.
• One cap per family — the managed budget included in your tier applies once on search and once on social. The two do not cannibalise each other.

Every network is a pilot with a decision date

A network is not "launched" and then left at the bottom of a spreadsheet. It starts as a pilot, with a date on which the decision is taken: continue, adjust, or cut. That date depends on the platform's decision cycle, not on a commercial calendar.

• Google and Meta — decision at 7 days. Volume arrives quickly and the signals become readable fast.
• Pinterest — decision at 21 days. The gap between discovery and purchase is structurally longer there; judging it at a week would mean cutting before anything has been measured.
• A network that has not found profitability by its decision date is cut and its budget reallocated, not renewed by default.

Daily read, weekly arbitration

Two distinct cadences, and that is deliberate. Every day, campaigns are re-read and anything drifting is reined in — a bid running away, an audience spending without converting, a creative collapsing. Only once a week are budgets rebalanced between campaigns: arbitrating every day would mean reacting to statistical noise rather than to a trend.

• Conversion measurement verified before the first euro is spent: without it, everything else is flying blind.
• Daily braking on whatever drifts, without touching the structure.
• Weekly budget arbitration, on real acquisition cost and not on click-through rate.
• Exclusions kept current: irrelevant queries, customers already acquired, areas you do not ship to.
• Everything is tracked in euros, whatever the account's original currency.

Why margin outranks return on ad spend

A flattering return on ad spend can hide a campaign that loses money, if it pushes your low-margin references. We pull your real cost prices from the back office and arbitrate on profit per order. So we do sometimes recommend cutting a campaign that shows handsome numbers — uncomfortable to say, and the only honest call.

Nothing goes live without your explicit green light

A prepared campaign stays dormant until you give the go. You see the structure, the audiences, the creatives and the budget before the first euro is spent. The ad accounts are in your name and we work through delegated access: the performance history, which has real value, stays attached to your accounts.

What each tier's cap covers

Each tier includes managing a monthly budget: €1k on Starter, €5k on Pro, €10k on Enterprise, €20k on Ultimate. These caps apply per family — one budget on search, one on social. Above them, our fee becomes 5% of managed spend, well below the 10 to 15% usual on the market.