Paid media that earns the right to scale.
Google, Meta, TikTok, Reddit and creator-driven advertising, managed by people who currently own monthly media investment for growing brands. We look at the funnel before we look at the budget.
What paid media means here.
Paid media is advertising you pay for by impression or click: search ads, social ads, video, shopping and sponsored creator content. Performance marketing is paid media managed against a measurable business outcome such as cost per acquisition, return on ad spend or contribution margin.
A paid media agency plans, builds, runs and optimizes those campaigns. Extra Medium adds the part most agencies skip: we decide whether the funnel deserves the spend first, and we report on profit rather than platform metrics.
You will recognize yourself, or you won’t.
- Spend keeps rising and efficiency keeps falling, and the agency response is always "more creative."
- Platform dashboards say the campaigns work but the bank account disagrees.
- You are launching or expanding and need paid media planned as part of a go-to-market, not as an afterthought.
- You want one team that connects ads to landing pages, email and retention instead of optimizing ads in isolation.
The work, in order.
Check the funnel first
Conversion rate, offer strength, retention and tracking get audited before we raise a single bid. Read our thinking on what we look at before increasing paid media spend.
Build for the platform and the person
Search intent, social interruption and creator trust are different jobs. Each channel gets its own creative and landing experience.
Test like a scientist, scale like an operator
Structured creative and audience testing with clear kill criteria, then decisive scaling on winners while efficiency holds.
Report on money
Contribution margin, blended CAC, payback and incrementality where possible. Platform ROAS is an input, not the answer.
Specifically.
- Paid media strategy and planning
- Google Ads (Search, Shopping, YouTube, Performance Max)
- Meta advertising (Facebook, Instagram)
- TikTok advertising
- Reddit advertising
- Creator, influencer and UGC-driven paid programs
- Landing page design for paid traffic
- Creative strategy and testing
- Attribution, measurement and reporting
- Budget allocation across channels
We currently manage monthly investment across Google, Meta, affiliate, influencer, creator, UGC, Reddit and AI-driven channels for a consumer brand, and we have run paid media for a Fortune 500 retailer, a global medical device manufacturer and dozens of local and regional businesses through broadcast media groups. The recurring lesson: most paid media problems are not paid media problems. They are landing page, offer or measurement problems. Fixing those first is usually worth more than any bidding strategy.
Straight answers.
What does a paid media agency do?
It plans, builds, manages and optimizes advertising across search, social, video and creator channels against a measurable business goal, and reports on what the spend actually produced.
What is the minimum ad budget you work with?
We work with budgets from early-stage testing through significant ongoing investment. What matters more than the number is whether the funnel can convert paid traffic profitably. If it cannot yet, we will tell you and fix that first.
Which platforms do you manage?
Google (Search, Shopping, YouTube, Performance Max), Meta (Facebook and Instagram), TikTok, Reddit, and creator, affiliate and influencer programs. We also run paid placements in emerging AI-driven channels where measurement allows.
How do you report paid media results?
Monthly on contribution margin, blended and channel CAC, payback period and revenue by landing page and channel, with platform metrics as supporting detail. If your finance team cannot use the report, it is the wrong report.
Find another medium.
- Growth Marketing AgencyExtra Medium is a growth marketing agency that treats growth as a system: acquisition, conversion, retention and the analytics that connect them.
- Ecommerce Growth AgencyAcquisition, conversion, retention and subscription growth for DTC and ecommerce brands.
- Shopify Growth & Strategy AgencyStore strategy, conversion optimization, landing pages, retention and paid media for Shopify brands.
- SEO & AI Search Optimization AgencyTechnical SEO, content architecture, local search and optimization for AI answer engines.
- Fractional CMO & Growth StrategySenior marketing leadership on a part-time basis: strategy, team direction, budget ownership and accountability for results.
- Why most growth problems aren't actually advertising problems.
- What we look at before increasing paid media spend.
What are you trying to make happen?
Don’t know what you need? Good. That’s our job.
Got it. We’ll be in touch shortly.
Usually within one business day. If it is urgent, email hello@xmedium.co.
Prefer email? hello@xmedium.co
Virginia Beach · Chicago · London. Clients across the US and UK.