Budget allocated by return, not by habit.
Google, Meta, LinkedIn and TikTok. Every channel has to prove, every month, that it deserves the next dollar — and when it doesn’t, the budget moves elsewhere.
Where each dollar works best
Putting everything into the same channel is the most expensive and most common mistake. Below, what each one does well — and what it won’t solve.
| Channel | Good for | Doesn’t solve | First signal |
|---|---|---|---|
| Google Search | People already searching for what you sell | Creating demand for a product nobody searches for | 15 to 30 days |
| Google Shopping and PMax | E-commerce catalogs with defined margins | Services without public pricing | 30 days |
| Meta Ads | Creating demand and remarketing with strong creatives | High-ticket, technical and long decisions | 21 to 45 days |
| LinkedIn Ads | B2B by role, industry and company size | Cheap lead volume | 45 to 60 days |
| TikTok Ads | Young reach with native creatives | Direct conversion of high-ticket sales | 30 to 45 days |
| YouTube | Top of funnel and brand support | Returns measured only on the last click | 60 days |
Month 1’s split is never month 6’s split
The chart is illustrative: it shows the pattern that appears when measurement is right. The channel that converts gains room; the one that doesn’t gives budget back. No attachment, no “it’s always been this way”.
See how mine looksFrom alignment to reporting: how a media account starts
Seven steps, in the same order in every project. The ones that depend on your sign-off are marked — no ad goes live without approval.
Step with your approval-
01
Timeline alignment and account setup
We agree on the operation’s timeline and process and set up, together with you, the accounts and payment profiles for each platform that will run.
Google Analytics 4 · Google Tag Manager · Google Ads · Meta Ads · LinkedIn Ads · TikTok Ads
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02
Audience briefing
An in-depth questionnaire about who buys, why they buy and what holds the decision back — that’s what makes everything else accurate. In the same briefing we suggest conversion formats and a first list of terms and keywords for the ads.
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03
Terms and keyword research
The briefing becomes a terms study: search intent, volume, competition and the negative keyword list that stops you paying for clicks from people who won’t buy.
Your approval -
04
Campaign, ad and creative structure
We build the structure of each campaign, the ad sets and ad groups, the copy and the creatives. Everything comes to you for review before a single dollar is invested.
Your approval -
05
Ad activation
With tracking checked and creatives approved, the campaigns go live. The first days are closely monitored, adjusting bids, audiences and terms.
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06
Custom Looker Studio report
A dashboard with integrated data from every running ad platform, from Mailchimp — or the automation tool you use — and from your digital structure itself: website, store or platform.
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07
Optimization routine
With the report live, budget is redistributed to what converts, and results are reviewed with you periodically.
What Manáry delivers in paid media
Campaign structure by intent
Split by funnel stage and product margin, not by dashboard convenience.
Creatives in short cycles
Tests with a stated hypothesis. Each round returns a learning that becomes a decision, not just a report.
Allocation by real return
Budget redistributed by what the CRM confirms as a sale, not by what the channel dashboard claims.
Audited tracking
GTM and GA4 checked event by event before any campaign goes live.
Healthy feed and catalog
For e-commerce, the feed is half the result — and it almost always has a silent error.
Reporting that shows the numbers
How much came in, how much went out, what worked and what we got wrong in the period.
Is your budget going to the right channel?
In most accounts we audit, between 20% and 40% of the investment sits in a channel that doesn’t sustain its return. It’s worth checking before next month closes.