Campaign performance depends not only on investment or platform. It depends on how it connects with the catalogue, creative, attribution, and the rest of the channel.
In most digital businesses, Paid Media is the channel that consumes the most investment and generates the most visible results the fastest. That is also why it is the channel most prone to optimising platform metrics instead of the actual business.
A ROAS of 4 on Google Ads can mask the fact that the best-selling product has the lowest margin. A low CPL on Meta can mask the fact that leads are not converting. A well-managed Paid Media channel does not optimise impressions or clicks: it optimises sales, sign-ups, contracts, or whatever metric actually moves the client's business.
At Elogia we run Paid Media integrated with catalogue, creative, attribution, and the rest of the channels. When CAC rises, the Paid Media team knows it at the same time as the marketplaces team and the CRO team. That coordination is what enables investment decisions to be made with the full picture.
We are a Google Premier Partner, Meta Business Partner, Amazon Ads Advanced Partner, and TikTok Shop Partner. This gives us early access to betas, formats, and data not available to most accounts.
We design the Paid Media strategy around business objectives: acquiring new customers, reactivating inactive buyers, defending position against competitors, or launching new products. Budget is distributed across channels based on expected margin contribution, not fixed allocations.
We manage search, shopping, display, and YouTube campaigns with business-oriented optimisation. Account structure, bidding models, and audience strategy are designed so that campaign data is actionable, not just informative.
We manage Meta campaigns focused on acquisition, conversion, and reactivation. We work with Advantage Shopping Campaigns (ASC) and other automated optimisation features supervised by the team, with continuous creative and audience testing to improve performance.
We manage advertising investment within Amazon, Miravia, and other digital retailers, coordinated with catalogue and pricing management. A Sponsored Products campaign that drives traffic to a poorly optimised listing or an out-of-stock product does not perform. Coordination between retail media and catalogue is part of the work.
For businesses that close with an agent, we optimise campaigns based on the real economic value of the conversion rather than form volume. We implement lead scoring so that bids are adjusted according to the probability of a lead becoming a customer, not just filling in a form.
We analyse results week by week, adjust budget allocation across platforms, and run A/B tests on creative, format, and audience. Optimisation decisions are made using data from the full channel, not just the Paid Media platform.
“We feel like they're part of our marketing team, always aligned with our goals and strategy. Over more than 10 years, we've built a solid, lasting relationship based on trust.”
— Pierre Salomon, Brand & Growth · Cofidis
