Advanced Paid Media management

9+ years running Paid Media with budgets from €3,000 to €200,000 per month. Specialised in lead-generation businesses.

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Operating Dashboard · Today
Live
CAC
142 USD
−4.2%
LTV
$3,210
+8.1%
ROAS
3.8×
+0.4×
MRR
$148,200
+12.4%
Pipeline
$892,000
+6.7%
Payback
4.2 months
−0.6 mo
trending_up
What I find and how I fix it

Every euro of Paid Media optimised and tied to the business

I optimise on business metrics: SQL, CAC and payback period. I join platform costs with CRM data to get full funnel visibility.

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Tracking audit and implementation

I integrate with your CRM and the full marketing + sales stack. Reliable conversion data tied to the CRM and the real funnel.

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Business-oriented reporting

Custom reports that translate Paid Media into real metrics: cost per SQL, cost per closed deal and contribution margin.

+50%
Avg pipeline lift

Yes, not CPL. The business metrics that actually matter.

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Your Company
Google Ads
Meta Ads
LinkedIn
Business Data
Revenue
Pipeline
$Profitability
Growth
Insights
Visibility
Decisions
Sales
Data
hub

Channels I manage

Account structures that make testing easy and put spend on the channels that actually convert. From intent-based search to LinkedIn ABM, with remarketing on Meta and native formats on TikTok.

Google AdsMeta AdsLinkedIn AdsTikTok Ads

What does the process look like?

From stakeholders to reporting: four phases designed to connect Paid Media to the business.

01

Stakeholders

I start by sitting down with the teams involved in acquisition: Content & Design, Sales, Leadership and CRM.

02

Process setup

We build the integrations, align Sales expectations with the real acquisition volume and produce lead magnets so campaigns perform at their best.

03

Optimisation

We refine lead magnets, tune data delivery between platforms and build new audiences from ICP research.

04

Reporting

We review Looker Studio together and discuss how to improve incoming lead quality and Sales-team interactions.

By the numbers

  • history

    9+ years in paid media

    SaaS, insurance, e-commerce and more. Hands-on management from performance to brand.

  • payments

    €200K/month managed

    Budgets from €1,000 to €200,000 per month, across B2B and B2C clients.

  • hub

    Multi-channel coverage

    Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads. Coordinated strategy, not siloed by channel.

~/clients/kalma, audit.log
recomendación verificada · linkedin
Marc Antoni Macià
Marc Antoni Macià · 1er
Founder at Novicap, Chairman @ Kalma
7 Jan 2026, Pau's client

If you're looking for someone who combines strong performance marketing expertise with ownership, rigor, and a collaborative mindset, Pau is an excellent choice.

full recommendation
measure --client=kalma --metric=margin
result, audit
+30→+50%
Margin lift
kalma · b2c · real-estate · lead-gen
listo

Let's see if it's worth working together

Two honest columns: when we click and when we don't. Better to make it clear before the first call.

Probably yes if...
  • check_circleIt's your first time hiring an external and you need someone who can act autonomously
  • check_circleYou've worked with agencies but you need another level of ownership
  • check_circleYou need the person running Paid to understand the business well enough to execute with judgement
  • check_circleYou believe Paid Media is disconnected from the rest of the business
  • check_circleYou want visibility on lead data across the full sales cycle
Probably no if...
  • cancelYou only need someone to execute
  • cancelYou're very early-stage and can't dedicate attention or resources to Paid
  • cancelYou expect meaningful results in the first week without your involvement
  • cancelYour sales process, value proposition or ICP is not yet defined

Frequently asked questions about Paid Media

How much does a paid media consultant cost?

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Cost depends on project scope and the level of management required. I work with flexible models: just Paid Media, or as a fractional Marketing Manager / CMO. In a first call we assess your needs and I propose a model adapted to your budget and goals.

What does paid media management include?

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Full management includes: audit, process setup with the relevant teams, regular meetings (weekly to start, then as needed), and ongoing optimisation of campaigns, resources and processes. The focus: maximise volume, reduce CAC and improve Payback Period.

How much should my startup invest in ads?

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There's no magic number. What I can say is that you can't let Paid Media exceed 50% of your total lead acquisition. Even though this is what I do, Paid Media is the least cost-effective acquisition channel and efforts should prioritise organic acquisition and AI visibility. That said, I typically recommend around 20% of total marketing budget.

How do you measure campaign success?

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Not with surface-level platform metrics. Platform data has to be combined with business data. From paid-media leads we need to understand: sales-team feedback on lead quality, cost per qualified lead or demo, cost per closed deal and how long the customer takes to pay back acquisition cost (payback period).

Does this approach fit what you need?

If yes, drop your details and I'll review your case personally. No commitment.

  • check_circleSnapshot of your current marketing setup
  • check_circleRoadmap of actions and goals
  • check_circleExecution and coordination of projects