What Makes Paid Media Work? Clear Roles, Smart Strategy, and Trusted Partners

At Working Planet, we help businesses grow profitably by managing paid digital marketing campaigns through a rigorous, data-driven approach. But successful paid media partnerships depend on knowing who owns which pieces of the puzzle and how they come together to drive results.

Here’s a breakdown of what we handle, what we need from you, and where other partners may come into play.

What We Do: Strategic, Data-Driven Paid Media Management

We focus on optimizing your investment in digital advertising to generate measurable, sustainable growth. Our responsibilities typically include:

Campaign Strategy & Execution

• Creating, managing, and optimizing campaigns across channels

• Developing ad copy and targeting the right audiences

• Managing bids, budgets, and cross-channel allocations

• Conducting competitor research

Analytics & Optimization

• Analyzing funnel performance to find and fix drop-off points

• Conducting conversion rate and creative performance analysis

• Implementing structured testing and measurement strategies

Financial & Predictive Modeling

• Building custom bid models tied to your financial goals

• Using predictive and attribution modeling to drive smarter decisions

• Pricing traffic based on incremental audience value

Insights & Reporting

• Developing actionable performance dashboards

• Delivering reporting that connects marketing data to business outcomes

• Surfacing growth opportunities and barriers with clear context

Support & Coordination

• Coordinating efforts across areas like SEO, tracking, and site updates, and directly supporting creative development (static or video) when requested

• Advising on marketing-to-sales workflow alignment

What We Need From You: Access, Alignment, and Insight

Our best work depends on partnership—because your insight into your business, financial goals, and customer data is essential to building the right strategy. Here’s what we ask from clients to make that collaboration effective:

Access & Data Integrity

• Access to your CRM and, if needed, billing systems (why we request access to your data)

• Accurate, real-time CRM data (especially for lead qualification and sales data)

• Implementation or facilitation of tracking code installation

Clarity & Communication

• Defined growth goals and internal process visibility (e.g., sales, fulfillment, ops constraints)

• A regular point of contact for alignment and decision-making

• Honest feedback throughout the engagement

Industry Context & Collaboration

• Input on customer insights, messaging, and segmentation

• Ad spend budget

• Willingness to be hands-on (particularly in consulting engagements)

Tech Support

• Internal or contractor support for web and landing page development

• Openness to recommendations for creative or technical execution partners

What You Might Hire Others to Do

While we often help manage or coordinate, we don’t directly handle:

• Website development and landing page builds

• Advanced creative production (design, video, branding, etc.)

• SEO or organic content marketing

• CRM implementation or complex system integrations

• Sales enablement tools or outbound strategy

If any of these areas are gaps for you, we’re always happy to connect you with trusted partners who can help.

Engagement Models

Whether you're investing heavily in paid media or starting with a smaller scope, we offer flexible engagement types:

Paid Media Management in Practice: The Power of Partnership

We bring the strategy, data, and optimization engine. You bring the goals, context, and collaboration. And together—with the right additional support where needed—we drive profitable, scalable growth through paid media.