Planning versus buying
Media planning decides who to reach, where and when. Media buying puts that plan into action: negotiating or bidding for placements, launching campaigns and adjusting them as results come in.
Digital media buying
Most digital ads are bought through auctions on platforms like Google Ads and Meta, or through programmatic systems that buy ad space across many websites and apps automatically.
What good buyers watch
They track cost per result, return on ad spend, frequency and reach, and they move budget toward the placements and audiences that drive real business results, not just cheap clicks.
Why Media Buying matters
The same budget can produce very different results depending on where and how it is spent. Careful buying and ongoing adjustment keep ad money working instead of leaking into poor placements.
Moving money to what worked
A regional furniture store split its budget evenly across search, social and local radio. Tracking calls and store visits by channel showed search drove most sales, so it shifted budget there and kept radio only for big sale weekends.
Common mistakes
Set and forget
Costs and results change constantly. Review and adjust campaigns regularly.
Judging by cheap clicks
Low cost per click means little if those clicks don't buy. Measure leads and sales.
Spreading budget too thin
Small budgets across many channels rarely produce enough data to learn. Start focused, then expand.
Where we work on this