Quarterly PPC strategy sprints for in-house teams and founders. Channel mix, budget allocation, measurement architecture, creative pipeline — the upstream decisions that decide whether the campaigns work. Embedded at director / CMO level, not in the day-to-day.
Most teams ship 80% of their effort at the operational layer — keywords, bids, creative tests — and 20% at the strategic layer. The math is backwards. The strategic decisions decide whether the operations matter at all.
Which channels deserve which share? What does “win” look like on each? What's the measurement model? Where does creative come from? What's the next 90 days going to feel like for the team, the CFO and the board?
This sprint answers those questions on paper, before another pound is spent. Embedded with your team for three weeks, presenting to the people who actually approve budget.
Which channels, in what proportion, against which audiences. Backed by your funnel math, not last-touch attribution or pure vibes.
90-day spend plan with month-by-month phasing, contingency, and named triggers for re-allocation. Defended in front of finance.
What gets counted as success, by channel and by stage. Northstar metrics, guardrail metrics, the line item the CFO actually cares about.
How many assets, what cadence, who briefs, who produces, who QAs. The single biggest reason most quarters underperform isn't bidding — it's a starved creative pipeline.
What's in-house vs agency vs freelance. Where to hire, where to outsource, where to automate. The capability gaps that need filling before scale.
A 90-day calendar with milestones, decision gates and review cadence. Plus the deck that gets the plan signed off by leadership.
Stakeholder interviews — CMO, sales, finance, current PPC team. Account data review. The unspoken constraints get surfaced early.
Channel mix, budget, measurement model drafted. Pressure-tested against 2 stretch scenarios and 1 worst-case. Numbers double-checked against the Forecaster.
Readout to leadership, board-grade deck, Q&A. Roadmap edited live based on the conversation, signed off before I leave.
Half-day session to QA execution against the plan, flag drift, adjust. Included in every sprint engagement.