BBD · DIGITAL MARKETING & ADVERTISING SERVICE 05 / 16
CAPABILITY 05 / 16

Acquisition,
built like a system.

For businesses tired of paid channels that hit a ceiling — and agencies that can't tell them why.

Diagnosis-firstMulti-channelAttribution-honestCreative-ledProfitable
Schedule a Consultation → Read the Brief ↓
Capability
Digital Marketing & Advertising
Position
Between platform addiction and channel illiteracy
Entry
Acquisition Diagnostic
Typical Deploy
2–6 weeks to live
Fit
Founder's Build · Targeted Build · Launch Retainer
Headquarters
Miami, FL · United States
DIGITAL MARKETING & ADVERTISING

A capability brief from Bespoke Business Development — diagnostic-led, senior-run, and built to operate inside the business, not pitch around it.

BESPOKE BUSINESS DEVELOPMENT MIAMI · NEW YORK · LONDON · TOKYO
01
01 · The Shift

No longer one platform.
A system across many.

Single-platform acquisition is a fragile growth strategy. Privacy changes, auction inflation, and creative fatigue collapse single-channel programs faster than they used to scale. The teams winning are running multi-channel systems — and feeding them with creative built to test.

THE OLD ASSUMPTION

Paid acquisition was a platform skill. Hire a Meta specialist, a Google specialist, and let them optimize their respective auctions.

Creative was an asset request. The media team asked, the design team produced, and performance was measured at the channel level.

THE NEW REALITY

Acquisition is a portfolio problem. The right channel mix shifts with cost-per-result, the audience cycle, and what the funnel actually rewards.

Without integrated media, creative, and measurement, every paid program plateaus — and no one inside the business can diagnose why.

LEVERAGE

Diversification

A portfolio of channels that holds up when one auction inflates.

LEVERAGE

Creative velocity

Modular creative production that keeps fresh assets in market.

LEVERAGE

Attribution honesty

Decisions made on incrementality, not last-click platform reports.

02
02 · Two Traps

Most paid programs collapse into
one of two failures.

The gap between paid programs that scale and paid programs that plateau is rarely the bid strategy. It's the system around the spend.

TRAP 01
ADDICTED

One channel, everything riding on it.

Meta is working — until iOS changes attribution. Google is working — until brand search caps out. The whole P&L tied to one auction.

The cost is invisible — until the channel breaks and there's no diversified system to fall back on.

TRAP 02
SCATTERED

Six channels, none performing.

Spend split across platforms with no thesis, no measurement framework, and creative that's just resized between formats.

The cost is visible — every month, on the spend report — for activity that doesn't add up to a system.

What separates paid programs that scale profitably from programs that plateau is not bid strategy. It is whether channel selection, creative production, and measurement are run as one integrated system.
03
03 · The BBD Approach

Diagnose first.
Build a system that compounds.

BBD treats acquisition the same way every engagement is treated — by mapping the channel, creative, and measurement gaps before scaling spend.

01

Acquisition Diagnostic

Audit current channels, creative, attribution, and funnel economics. Find what's profitable, what's plateauing, and what's missing.

02

Channel & Funnel Strategy

Pick the channel mix and the funnel architecture that fit the business — not a template lifted from a different vertical.

03

Build & Launch

Set up campaigns, creative production, tracking, and the operating cadence. Launch with measurement live from day one.

04

Optimize & Scale

Test creative, reallocate budget on incrementality, and scale only the channels and creative the data actually rewards.

WHAT YOU WON'T GET

A spend recommendation lifted from a different industry. A reporting deck that confuses last-click with truth. Creative refreshed once a quarter and run into the ground.

WHAT YOU WILL GET

A channel strategy, a creative engine, and a measurement framework that tells the truth — so spend allocation is a decision based on incrementality, not platform self-reports.

04
04 · Operational Scope

Three pillars
of paid growth.

An acquisition program extends across channels, creative, and measurement. The scope below maps where each pillar creates leverage.

01 / CHANNELS

Where the spend goes.

Channel selection, account structure, and bid strategy. Sized to where the audience actually is — not where the agency has certifications.

  • Paid social (Meta, TikTok, LinkedIn, Pinterest)
  • Paid search (Google, Bing, YouTube)
  • Programmatic and CTV
  • Affiliate, influencer, and partnerships
02 / CREATIVE

What the spend says.

Modular creative production tuned to the algorithm, the audience, and the metric. Built to test — not to win awards.

  • Static and video ad creative
  • Channel-native creative formats
  • Landing page and post-click creative
  • Iteration cadence and refresh planning
03 / MEASUREMENT

What the spend earns.

Attribution, incrementality, and the reporting layer that makes spend allocation a decision, not a guess.

  • MMM and incrementality testing
  • Server-side tracking and CAPI
  • Funnel and cohort dashboards
  • Budget allocation modeling
05
05 · The Practice Areas

Six practice areas.
One acquisition system.

Each practice stands on its own or chains with the others. Most engagements begin with the diagnostic and move outward from there.

01

Acquisition Diagnostic

The diagnostic entry point. What's working, what's plateauing, and where the leverage is.
Founder's Build · Targeted Build

A fixed-scope diagnostic that produces a prioritized acquisition action plan — not a recommendation deck.

Channel-by-channel performance auditProfitability and saturation per channel.
Creative auditFormat, message, and refresh-cadence analysis.
Attribution auditWhat the data is — and isn't — actually telling you.
Landing page and funnel auditWhere post-click is leaking.
Competitive media analysisWhat the field is spending and saying.
Prioritized acquisition planChannels, creative, and measurement, sequenced.
02

Paid Search

Google, Bing, and YouTube — the intent-driven layer.
Targeted Build · Launch Retainer

Paid search rewards account structure and creative discipline. The work is in the architecture and the iteration — not the bid.

Account structureCampaigns aligned to intent, not product taxonomy.
Search creativeHeadlines, sitelinks, and ad assets that earn the click.
Shopping and PMaxFeed-driven campaigns and inventory hygiene.
YouTubeIn-stream and bumper creative tuned to the funnel.
Brand vs. non-brand disciplineSpend allocated where it actually adds incremental sales.
Bid strategyManual, target-based, and value-based — fit to the data volume.
03

Paid Social

Meta, TikTok, LinkedIn, Pinterest — the discovery and demand-creation layer.
Founder's Build · Targeted Build · Launch Retainer

Paid social is creative-led. The auction rewards the team that produces the most useful, native creative the fastest — and tests it against the right audience.

Meta (Facebook + Instagram)Audience structure, creative testing, and CAPI tracking.
TikTokNative creative, Spark Ads, and creator-led production.
LinkedInB2B targeting, document ads, and account-based plays.
PinterestVisual discovery for commerce and lifestyle.
Snapchat / RedditWhen the audience and creative format actually fit.
Creative testing frameworksStructured testing — not a graveyard of one-offs.
04

Programmatic & CTV

Display, video, and connected TV at scale.
Targeted Build · Launch Retainer

Programmatic and CTV are upper-funnel firepower when used right and budget waste when used wrong. The gating question is always whether incrementality is being measured.

DSP setup and operationThe Trade Desk, DV360, and Stack-managed buys.
CTV / streaming TVAudience-targeted TV with measurable lift.
AudioSpotify, podcast, and streaming radio buys.
Display and video creativeCreative built for the format, not resized banners.
Frequency and reach modelingSaturation curves before scaling spend.
Brand safety and verificationAdjacency, viewability, and fraud controls.
05

Lifecycle, SEO & Owned

Email, SMS, organic search, and the owned-channel infrastructure.
Targeted Build · Launch Retainer

Owned channels carry margin paid channels never will. The work is the lifecycle architecture, the SEO foundation, and the editorial system to feed both.

Email and SMS programsLifecycle, broadcast, and transactional.
Marketing automationKlaviyo, HubSpot, Customer.io implementation.
Technical SEOArchitecture, performance, and indexation.
Content SEOEditorial strategy and topical authority.
Organic socialOn the channels where it actually pays back.
CRO and landing page optimizationPost-click conversion as a discipline.
06

Measurement & Attribution

The truth layer — incrementality testing, MMM, and the reporting that decides budget.
Targeted Build · Launch Retainer

Last-click attribution is comfort food. The teams scaling profitably run incrementality experiments and budget against MMM — not platform self-reports.

Server-side tracking and CAPIFirst-party data captured through the funnel.
Marketing mix modeling (MMM)Channel-level ROI without depending on cookies.
Geo and holdout testingCausal incrementality on real audiences.
Attribution reconciliationTriangulating platform, MMM, and finance.
DashboardsOne operational view — not five vendor logins.
Budget allocation modelingSpend reallocated on causal data.
DIVERSIFICATION

3+ channels

A diversified portfolio that holds up when any one auction inflates or breaks.

CADENCE

Weekly

Creative testing on a cadence the auction rewards — not quarterly refreshes.

TRUTH

Incrementality

Decisions made on causal lift — not last-click vendor reports.

VELOCITY

2–6 weeks live

From diagnostic to fully tracked, multi-channel campaigns running profitably.

06
06 · Platforms & Stack

The toolkit
that delivers.

The stack is built around running profitable, diversified acquisition — and measuring it honestly.

Paid Social
Meta · TikTok · LinkedIn

The big-three social ad platforms — campaign and creative ops.

Paid Search
Google Ads · Microsoft

Search, Shopping, PMax, and YouTube.

Programmatic
The Trade Desk · DV360

DSP-led display, video, and CTV.

Analytics
GA4 · Heap

Funnel, cohort, and behavior analytics.

MMM
Recast · Lifesight

Modern marketing mix modeling.

Tracking
Segment · RudderStack

Server-side event collection and routing.

Attribution
Northbeam · Triple Whale

Multi-touch and post-iOS attribution for commerce.

Lifecycle
Klaviyo · Customer.io

Email, SMS, and lifecycle automation.

SEO
Ahrefs · Semrush · Screaming Frog

Technical and content SEO at scale.

CRO
VWO · Optimizely

On-site experimentation.

Reporting
Looker Studio · Domo

Unified reporting across channels.

AI Layer
GPT · Claude · Midjourney

Creative production assist and copy systems.

07
07 · Use Cases

What this looks like
in a real business.

Nine patterns that show up across most engagements — grouped by channels, creative, and measurement.

CHANNELS
Single-channel diversification

A Meta-only program adds TikTok and search incrementality — and CAC stops swinging with iOS attribution changes.

Leverage · Resilient growth
CHANNELS
Brand-search reallocation

Spend over-indexed on branded search reallocated to incremental non-brand and prospecting — paid revenue grows at flat budget.

Leverage · True incrementality
CHANNELS
CTV layered on social

CTV introduced as upper-funnel above creative-fatigued social — and lower-funnel CPA improves measurably.

Leverage · Funnel pressure
CREATIVE
Modular creative engine

Creative production moved from one-off requests to modular systems — refresh cadence doubles and CPA holds longer.

Leverage · Sustained CPA
CREATIVE
Format-native production

TikTok creative produced as TikTok — not resized Meta. Click-through and conversion both lift.

Leverage · Auction-aligned
CREATIVE
Landing page parity

Post-click landing pages designed against the ad creative — bounce drops and conversion lifts at the same spend.

Leverage · Funnel completion
MEASUREMENT
Server-side tracking

CAPI and server-side events restore the data lost to iOS — and attribution stops under-reporting paid social by 30%.

Leverage · Right decisions
MEASUREMENT
Geo holdout test

A causal experiment proves incrementality on a channel platform reports said was breakeven — spend confidently scales.

Leverage · Causal proof
MEASUREMENT
MMM standup

Marketing mix modeling stood up so budget allocation stops being a debate and starts being a decision.

Leverage · Allocation clarity
08
08 · Engagement Fit

How acquisition enters
a BBD engagement.

Paid acquisition is a layer inside the three engagement models — not an outsourced relationship. The right entry depends on where the business is.

ENGAGEMENT 01

The Founder's Build

Acquisition built before the business runs. Channel strategy, tracking, and launch creative ready in the 30-day foundation — so the company launches with paid channels live, not in beta.

  • Channel mix decided up front
  • Tracking and CAPI live from day one
  • Launch creative in two formats
  • Foundational MMM and reporting
ENGAGEMENT 02

The Targeted Build

For businesses already running. A scoped intervention on the part of the program that's plateauing — channel diversification, creative engine, or measurement.

  • Channel diversification sprints
  • Creative engine standups
  • Tracking and attribution rebuilds
  • CRO and landing page systems
ENGAGEMENT 03

The Launch Retainer

Ongoing acquisition operations after the build. Daily campaign management, weekly creative testing, monthly measurement reviews, and quarterly strategic re-allocation.

  • Daily campaign and bid management
  • Weekly creative testing cadence
  • Monthly attribution and MMM read
  • Quarterly budget reallocation
09
09 · Frequently Asked

Questions we answer
before the consultation.

Plain answers to the questions that come up on most first calls.

Are you a media-buying agency?

BBD runs paid acquisition the way an in-house growth team runs it — channels, creative, measurement, and lifecycle as one integrated system. Most agency-vs-in-house tradeoffs collapse inside the BBD model.

Which channel should we start with?

The diagnostic decides. Most B2C engagements start with one creative-led channel (Meta or TikTok) and one intent channel (Google). Most B2B engagements start with LinkedIn plus search. The audit confirms — or overrides.

How is creative produced?

Modular production built to test. Static, video, and channel-native formats produced on a cadence the auction rewards — typically weekly for top-spend channels, with iteration based on actual creative performance data.

How do you handle attribution after iOS?

Server-side tracking and CAPI as a baseline. Marketing mix modeling and geo incrementality testing for budget-allocation decisions. Platform self-reports treated as directional, not authoritative.

What about lifecycle and SEO?

In scope. Email, SMS, and organic search are part of the same system — paid acquisition that doesn't feed into a strong lifecycle and SEO foundation leaks margin. The retainer integrates them.

What's the minimum spend?

No fixed minimum, but most engagements assume enough volume to test creative weekly and measure incrementality monthly. Typical Targeted Builds start at meaningful five-figure monthly spend.

How is performance reported?

One unified dashboard across channels, creative, and lifecycle. Weekly reads on creative and bids; monthly reads on incrementality and MMM. No five-vendor login chase.