# Ecommerce Paid Media Strategy: Channels, Budget & Proof

> Tower33 breaks down a four-pillar ecommerce paid media strategy across Google, Meta, and retail media — with budget rules you can actually defend.

**Published:** 2026-10-04 | **Updated:** 2026-11-05 | **Author:** victorsoares
**URL:** https://tower33.com/articles/paid-media-strategy-ecommerce/
**Type:** post

**Categories:** Paid media strategy

![Ecommerce Paid Media Strategy: Channels, Budget & Proof](https://tower33.com/articles/wp-content/uploads/sites/107/2026/10/1791024476939-59acf02108a8-1024x572.webp)

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## Content

*Written by: Anthony Miller, Founder, Tower 33 | Last updated: November 4, 2026*

## Key Takeaways

- A modern paid media strategy for ecommerce balances high-intent search, algorithmic social, and retail media with measurement that shows which channels return margin.
- Platform-reported ROAS is a weak planning input because it follows platform attribution rules and can hide whether ads create incremental sales.
- Budget allocation should follow decision rules based on contribution margin and new-customer CAC ceilings instead of fixed percentage tables borrowed from other brands.
- Creative testing on Meta should follow a weekly cadence that launches new concepts, measures by cost per new customer, and iterates winners instead of rotating on a calendar schedule.
- Tower33 rebuilds measurement before judging performance and launches new campaign concepts within 30 days or less for ecommerce brands building a 2026 strategy.

[Join the Tower33 strategy newsletter](https://tower33.com/join-strategy-newsletter/?utm_term=paid-media-strategy-ecommerce&utm_campaign=ai_growth_agent)

## You Have A Plan To Present And Numbers You Cannot Defend

You are a few weeks from presenting a 2026 paid media strategy to your VP. The slides are ready and the channel breakdown looks clean. The problem is that you do not fully trust the numbers behind them. Platform-reported ROAS does not reconcile with margin. Brand and non-brand spend are blended together. CPA has drifted upward for twelve months and nobody has a clear explanation.

This is a measurement and accountability problem, not a channel problem. Most paid media strategies and most paid media partners never actually solve that problem.

Tower33 is a paid media partner for ecommerce brands building a 2026 strategy. The founder who runs the pitch runs the account permanently. Measurement is rebuilt before performance is judged. New campaign concepts launch within 30 days or less.

Settings do not contain hidden tricks. Performance differences come from understanding an audience deeply and matching networks correctly to goals. Anyone promising a shortcut is selling something that does not exist.

## The Four Pillars Of A Paid Media Strategy For Ecommerce

### High-Intent Search On Google Ads And Microsoft Ads

Search captures demand that already exists. When someone types a product query into Google, they have already decided they want something, and your job is to be there. That makes search the pillar where intent is cleanest and where costs are often highest.

[WordStream by LocaliQ’s 2025 benchmark report, based on more than 16,000 campaigns, found the average Google Ads cost-per-click (CPC) rose to $5.26, up from $4.66 in 2024, while the average conversion rate across industries reached 7.52%.](https://searchengineland.com/google-ads-costs-keep-rising-but-conversion-rates-improved-in-2025-477927) Costs are rising. Conversion rates improved, but brands without clean measurement and tight campaign structure often cannot offset the CPC increase.

You know this is working when non-brand search campaigns generate revenue at or below your new-customer CAC ceiling. Brand and non-brand are reported separately. Conversion tracking fires on purchase events only. You know it is not working when brand terms sit inside non-brand campaigns and inflate apparent ROAS, or when purchase campaigns optimize to add-to-cart or page-view events instead of completed transactions.

### Algorithmic Social On Meta: Facebook And Instagram

Meta now relies on broad audiences, so creative acts as the targeting mechanism. The ad itself determines who sees it because Meta’s algorithm finds the people most likely to respond to that specific creative. Creative quality becomes the primary lever, not a nice-to-have.

[Meta’s statistical global meta-analysis of 15 split tests found that Reels ads built in 9:16 video with audio and key creative elements in the safe zone had 34.5% lower cost per result than image ads, at 99.9% confidence.](https://www.facebook.com/business/ads/facebook-instagram-reels-ads) Format matters. [A global research report by Kantar, Meta, and CreativeX analyzed 56,984 Meta assets across 1,295 campaigns and 13.1 billion impressions, finding that ads featuring even a single human or eye contact scored 81% higher effectiveness, and that presenting four scenes in six seconds was associated with 73% higher ad effectiveness.](https://www.kantar.com/north-america/Company-news/The-New-Era-of-Storytelling)

You know this is working when new-customer acquisition grows and cost per new customer stays at or below your ceiling. Creative testing produces clear winners you can iterate. You know it is not working when you run the same creative for months, blended ROAS looks fine while new-customer CAC climbs, or Advantage+ campaigns spend freely with no visibility into what they are actually doing.

### Retail Media At The Point Of Purchase: Amazon, Walmart Connect, Instacart

Retail media puts your ads in front of buyers at the moment they are ready to purchase, inside the platforms where they already shop. That proximity to purchase is the core advantage. It is also why retail media can cannibalize demand you already own.

[IAB’s September 2026 Outlook Study projects commerce media will grow 13.6% year over year in 2026, outpacing paid search at 8.1%.](https://iab.com/news/iab-raises-2026-u-s-ad-spend-forecast) Budget is moving toward point-of-purchase environments. [EMARKETER’s H2 2026 US Retail Media Ad Spending Forecast finds that Amazon and Walmart will account for a combined 81.0% of US off-site retail media ad spending in 2027](https://emarketer.com/content/us-retail-media-ad-spending-forecast-h2-2026). Every other retail media network competes for less than one-fifth of that segment.

You know this is working when TACoS (total advertising cost of sale, ad spend divided by total product revenue) is stable or falling while organic sales hold. You know it is not working when ROAS looks strong but TACoS rises, which means your ads are capturing demand that already existed rather than creating new demand.

### Measurement And Attribution As A Core Pillar

Platform-reported ROAS is a weak planning input. It represents a platform’s claim about its own contribution, calculated under its own attribution rules, with its own incentives. [The IAB and IAB Europe’s Guidelines for Incremental Measurement in Commerce Media, finalized November 3, 2025, classify platform-reported incrementality as a “hybrid proxy” with weak causal strength, and warn explicitly against relabeling attribution outputs as incrementality, noting that high attributed ROAS can coexist with little or no incremental sales.](https://iab.com/guidelines)

Measurement functions as a deliverable. Most inherited accounts handle it poorly. Rebuilding measurement before judging performance separates a real strategy from a plan with numbers you cannot defend.

## Ecommerce Paid Media Budget Allocation With Decision Rules

Percentage tables such as Google 35–45%, Meta 25–35%, and retail media 10–20% serve as starting assumptions. Those splits were built for someone else’s margin structure and customer acquisition economics. They only become useful after you adjust them for your contribution margin and your new-customer CAC.

The anchor metric is break-even MER (marketing efficiency ratio, total revenue divided by total ad spend). [Break-even MER equals one divided by your contribution margin rate: at 40% contribution margin, break-even MER is 2.5; at 30%, it is 3.33; at 50%, it is 2.0.](https://growthmarketer.com/blog/what-mer-do-you-need) Your new-customer CAC ceiling equals your planned ad budget divided by your planned new customers. These two numbers govern every budget decision.

Here is how the decision rules change by stage:

- **At $10,000/month:** Focus entirely on high-intent, bottom-funnel search and retargeting. You lack the volume for incrementality tests and the infrastructure to convert awareness traffic. Fund what you can measure directly.
- **At $100,000/month:** Use your conversion volume to segment non-brand campaigns by funnel stage and test creative systematically on Meta. Begin evaluating retail media if your products sell on Amazon or Walmart. Separate brand from non-brand reporting first.
- **Low-AOV catalogs:** Thin contribution margin raises break-even MER. Every dollar of waste hurts more. Prioritize clean conversion signals and strict CAC ceilings over channel diversification.
- **High-AOV catalogs:** Higher order values support longer attribution windows and more mid-funnel investment. Confirm that your measurement layer can distinguish between channels that create demand and channels that claim credit for it.

A practical planning checklist before you finalize any budget allocation:

- Calculate your break-even MER from contribution margin
- Set a new-customer CAC ceiling: planned ad budget ÷ planned new customers
- Separate brand and non-brand spend in reporting before comparing channels
- Confirm purchase campaigns optimize to purchase conversions only
- Verify server-side tracking is in place to prevent attribution loss
- Check that platform-reported revenue reconciles with your Shopify or commerce backend
- Identify your TACoS baseline if you run retail media

## Weekly Creative Cadence On Meta

On Meta, creative does the targeting work, so you need a repeatable testing process instead of a one-time refresh. The concept types that consistently produce signal include problem and solution, demo, founder-led direct-to-camera, UGC with real customers, comparison against the category default, and offer-driven messages used sparingly.

The weekly cadence launches two to three new concepts, lets them run for seven to fourteen days, then identifies the top performer by cost per new customer rather than ROAS. You then iterate on the winner and change one variable at a time instead of the entire concept. A winning hook gets a new body. A winning format gets a new offer. Over time you build a library of what works instead of starting from zero every month.

Winning creative stays live while it works. You iterate until performance drops. Rotating creative on a calendar instead of on performance signal is the mistake most teams make.

## Retail Media And Google Shopping Cannibalization

Amazon Sponsored Products and Google Shopping serve different roles. Sponsored Products capture demand inside a closed purchase environment. Google Shopping captures demand in open search. Scaling one without accounting for the other can lead to paying twice for the same buyer.

TACoS provides the early warning signal. If TACoS rises while ROAS stays flat, your retail media ads are capturing existing demand rather than creating new demand. [The IAB’s November 2025 incrementality guidance makes this explicit, noting that high attributed ROAS can coexist with little or no incremental sales when advertising primarily captures demand that would have occurred regardless.](https://iab.com/guidelines)

The decision rule focuses on where demand is created and where it is captured. Strong organic Amazon rank and growing branded search volume suggest that Sponsored Products may harvest demand your other channels built. You still run them, but you measure them against TACoS and organic sales trends instead of ROAS alone.

## Paid Media Measurement For Ecommerce

The metrics that matter for ecommerce paid media are MER, new-customer CAC, contribution margin, and incrementality. Platform ROAS belongs in the diagnostics column rather than the headline.

MER, defined as total revenue divided by total ad spend, tells you whether the whole program works. It uses your commerce backend, not platform claims, so attribution settings cannot game it. New-customer CAC, defined as acquisition spend divided by first-time buyers, tells you what growth actually costs. Contribution margin, defined as revenue minus COGS, fulfillment, shipping, payment fees, and returns, tells you whether the program makes money.

Incrementality testing uses a holdout group that does not see your ads and compares their conversion rate to the group that does. [The IAB and IAB Europe’s Guidelines for Incremental Measurement in Commerce Media (November 2025)](https://iab.com/guidelines) and the Think with Google modern measurement playbook both reach the same conclusion. Attribution tells you what happened. Incrementality tells you whether marketing caused it.

For a deeper look at how to build the measurement architecture across channels, see [Multi-Channel Paid Media Strategy: A Measurement Framework](https://tower33.com/articles/multi-channel-paid-media-strategy/?utm_term=paid-media-strategy-ecommerce&utm_campaign=ai_growth_agent).

## Signals Your Ecommerce Paid Media Strategy Is Failing

Two diagnostics reveal failure patterns that templates and AI tools rarely surface because they require practitioner experience.

**The 20% CPA-rise rule.** A rise in cost per acquisition of more than 20% over twelve months, with no external cause such as a new competitor, seasonal shift, or documented platform change, signals a strategy failure. Internal account factors usually drive it. Common culprits include conversion signal drift, budgets migrating toward high-funnel terms that eat spend without driving revenue, and creative fatigue that hides behind technically positive ROAS.

**The misleading-reporting pattern.** Tower33 inherited an account where the previous agency calculated ROAS by dividing total Shopify revenue across total ad spend. On that arithmetic, the program looked healthy. Rebuilt measurement revealed the brand was losing $200 on every order. The math was technically correct but answered the wrong question. Reporting that reassures and reporting that reflects reality are different things.

If either pattern sounds familiar, the issue sits in the measurement layer, not in the channels themselves.

[Join the newsletter.](https://tower33.com/join-strategy-newsletter/?utm_term=paid-media-strategy-ecommerce&utm_campaign=ai_growth_agent)

## Post-Click And Retention For Sustainable Economics

Rising CPCs have made first-purchase-only economics difficult to sustain. When the average Google Ads CPC is $5.26 and climbing, a brand that converts once and never nurtures pays full acquisition cost for a single use of that customer.

Buyer research behavior is also lengthening. [A Bain & Company survey of 1,500 US online buyers conducted in September 2025 found that 44% mostly start their journey in an LLM or split their search between AI tools and traditional search engines.](https://bain.com/insights/your-next-customer-will-find-you-using-ai-now-what) More of your addressable audience sits in research mode before they enter purchase mode. A pure “buy now” CTA only reaches the fraction ready today.

Brands that adapt run tighter retargeting segments for buyers who are close and build mid-funnel capture for buyers who are still researching. Email and SMS opt-ins, soft CTAs, and content offers create that capture layer. Without this nurture infrastructure, you bid on a shrinking pool of ready-to-buy traffic against every other brand stuck there. Alignment between landing page and ad hook, timely email capture, and a nurture sequence that moves people toward purchase make the economics work.

## Why Tower33 Is A Paid Media Partner For Ecommerce

Engagement structure shapes outcomes more than the logo on the proposal. You can choose large general agencies, small generalist agencies, boutique specialists, or in-house teams. Tower33 is a boutique, founder-led paid media firm serving direct-to-consumer brands spending $500,000 to $5 million annually, with ecommerce as a secondary, lower-priority vertical. That structure fits D2C brands that need senior-level execution without a handoff problem.

Here is how the structures compare on the dimensions that matter:

| Dimension | Large Agency | Small Generalist | In-House | Tower33 |
| --- | --- | --- | --- | --- |
| Who runs the account daily | Junior staff, senior on checkpoints | Generalist across many disciplines | One person, often under 5 years’ experience | The founder, on every account, permanently |
| Incentive | Retain the account, defend the scope | Serve many services adequately | Salary and internal advancement | Owner accountability, the firm’s reputation follows account performance |
| Continuity | Turnover resets institutional knowledge | Varies | Resets entirely if they leave | Founder-held knowledge, with client relationships that have run on and off for more than a decade |
| Lock-in | Contract terms | Contract terms | Employment | No contractual lock-in, performance holds the relationship |
| Reporting posture | Built to reassure | Limited depth | Internal, often unchallenged | Built to surface what is not working |
| Who leads | Client often ends up leading | Client leads | Requires management | Tower33 leads with continuous observations and recommendations |
| Time to full coverage | Weeks to months | Weeks | 90–150 days | Under 30 days on live programs |

The contrast with Google Ads as the incumbent recommendation deserves a direct statement. Google Ads functions as a platform that optimizes for its own revenue. It will not flag that your budget is optimizing toward the wrong conversion signal. It will not separate brand and non-brand spend when that blend makes everything look better than it is. It will not warn you that healthy ROAS numbers rely on flawed measurement. Tower33 rebuilds measurement first by separating brand and non-brand, segmenting non-brand by funnel stage, cleaning conversion and bidding signals, and implementing server-side tracking. A platform cannot perform that work and has no incentive to try.

For more on how to evaluate partner structures after a failed relationship, see [The Best Agency For Paid Media Strategy Fixes What Broke](https://tower33.com/articles/best-paid-media-strategy-agency/?utm_term=paid-media-strategy-ecommerce&utm_campaign=ai_growth_agent). For D2C-specific optimization tactics, see [Strategic Paid Media Optimization For D2C Brands](https://tower33.com/articles/strategic-paid-media-optimization-d2c/?utm_term=paid-media-strategy-ecommerce&utm_campaign=ai_growth_agent).

[Join the newsletter.](https://tower33.com/join-strategy-newsletter/?utm_term=paid-media-strategy-ecommerce&utm_campaign=ai_growth_agent)

## Conclusion: Paid Media Strategies Need Proof, Not Just Plans

The channels themselves are straightforward. Google, Meta, and retail media are well documented. The hard part is knowing which of them actually returns margin and having a partner who will say when one does not, instead of relying on reporting that keeps everything looking fine.

Tower33 is a paid media partner for ecommerce brands building a 2026 strategy. The founder who runs the pitch runs the account permanently. Measurement is rebuilt before performance is judged. New campaign concepts launch within 30 days or less.

When you compare options, focus on the questions that matter. Ask who will be on your account every week. Confirm that you will own your ad accounts from day one. Review what reporting looks like when something is not working. A strong paid media partner does more than agree with you. The right partner points out what is broken before you ask.

Sign up for the Tower33 strategy newsletter, one email with one idea once per week, and get *A Methodology For Paid Media Success* free. That methodology is the exact approach Tower33 operates from, published without a gate because the process is not the moat. The execution is.

[Join the newsletter.](https://tower33.com/join-strategy-newsletter/?utm_term=paid-media-strategy-ecommerce&utm_campaign=ai_growth_agent)

## Frequently Asked Questions

### How A Boutique Paid Media Partner Compares To A Large Agency Or In-House Team

The structural difference lies in who is actually inside the account. At a large agency, economics require that senior talent closes deals while junior staff runs day-to-day execution. The person who ran your pitch is not the person managing your campaigns. At a boutique specialist like Tower33, the founder leads strategy and day-to-day management on every account, so there is no handoff.

In-house hiring solves the handoff problem and introduces a different one. You often face 90 to 150 days from search to production, a salary band that sits lower than the role demands, and a complete reset of institutional knowledge if that person leaves. A boutique specialist with no contractual lock-in and a founder who stays on the account permanently addresses both failure modes.

### What Ecommerce Paid Media Reporting Should Include

Reporting should include MER, defined as total revenue divided by total ad spend and pulled from your commerce backend instead of platform dashboards. It should include new-customer CAC, defined as acquisition spend divided by first-time buyers only. Contribution margin after variable costs belongs in the core view. Platform ROAS should appear as a diagnostic, not as the headline.

Brand and non-brand spend must be reported separately because blending them inflates apparent ROAS and hides what actually works. Platform-reported revenue should be reconciled against your Shopify or commerce backend regularly. [It is normal for platforms to collectively claim more than 100% of your actual revenue due to overlapping attribution windows](https://paidmediaplus.com.au/paid-media-measurement-guide). A stable gap is expected. A growing gap signals misconfiguration. Reporting that surfaces what is not working creates more value than reporting that reassures.

### How To Select Channels Across Google, Meta, And Retail Media

Channel selection should follow where your customers sit in their buying journey and what your measurement infrastructure can support. High-intent search on Google captures demand that already exists and usually serves as the right starting point because the intent signal is clean.

Meta’s algorithmic social reaches buyers earlier in the journey and relies on creative to do the targeting work. That reach requires a nurture path to convert traffic efficiently. Retail media on Amazon and Walmart Connect puts ads at the point of purchase and can cannibalize demand your other channels built if TACoS rises while ROAS stays flat.

The decision rule does not rely on a fixed percentage split. It depends on your contribution margin, your new-customer CAC ceiling, and whether your measurement layer can distinguish between channels that create demand and channels that claim credit for demand that already existed.

### Internal Systems A Paid Media Partner Should Plug Into

A good-fit ecommerce client already has a CRM, an ecommerce platform such as Shopify, an email nurture and marketing automation system, and landing page infrastructure. These systems do not come from a paid media partner. They make the engagement work.

Without a CRM that closes the revenue loop, without landing pages built for specific campaigns, and without an email system that engages leads who are not ready to buy, paid media ends up bidding at the bottom of the funnel against everyone else. Brands that generate real ROI have the surrounding apparatus, including accurate conversion tracking, a CRM that connects ad spend to revenue, and a nurture path for buyers who are still researching.

### Common Risks When Switching Paid Media Partners

The two most common transition risks are performance degradation during handover and loss of institutional knowledge. On timing, hiring a senior in-house specialist often takes 90 to 150 days from search to production. A boutique partner that takes over live programs and runs triage and rebuild in the first month removes most of that gap. Tower33’s characteristic first-month pattern is cost down, revenue flat, ROAS up, and CPA down before any new campaign launches because the improvement comes from stopping waste.

Institutional knowledge loss is real when an agency’s knowledge walks out with a departing account manager. When the founder stays on the account permanently and onboarding produces a documented key lessons file that the team operates from, that risk drops sharply. Measurement issues form the other major transition risk. Most inherited accounts have tracking problems that the previous partner did not find or did not surface. Rebuilding measurement before judging performance is the only way to understand what you are inheriting.

## What to Read Next

- [Multi-Channel Paid Media Strategy: A Measurement Framework](https://tower33.com/articles/multi-channel-paid-media-strategy/)
- [The Best Agency for Paid Media Strategy Fixes What Broke](https://tower33.com/articles/best-paid-media-strategy-agency/)
- [Strategic Paid Media Optimization for D2C Brands](https://tower33.com/articles/strategic-paid-media-optimization-d2c/)
- [How To Evaluate Paid Media Partner Performance Metrics](https://tower33.com/articles/evaluating-paid-media-partner-metrics/)
- [Paid Media Management Pricing: A Buyer's Guide](https://tower33.com/articles/paid-media-management-pricing-guide/)

---

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      - **Text:** Reporting should include MER, defined as total revenue divided by total ad spend and pulled from your commerce backend instead of platform dashboards. It should include new-customer CAC, defined as acquisition spend divided by first-time buyers only. Contribution margin after variable costs belongs in the core view. Platform ROAS should appear as a diagnostic, not as the headline.nnBrand and non-brand spend must be reported separately because blending them inflates apparent ROAS and hides what actually works. Platform-reported revenue should be reconciled against your Shopify or commerce backend regularly. It is normal for platforms to collectively claim more than 100% of your actual revenue due to overlapping attribution windows. A stable gap is expected. A growing gap signals misconfiguration. Reporting that surfaces what is not working creates more value than reporting that reassures.
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      - **Text:** Channel selection should follow where your customers sit in their buying journey and what your measurement infrastructure can support. High-intent search on Google captures demand that already exists and usually serves as the right starting point because the intent signal is clean.nnMeta's algorithmic social reaches buyers earlier in the journey and relies on creative to do the targeting work. That reach requires a nurture path to convert traffic efficiently. Retail media on Amazon and Walmart Connect puts ads at the point of purchase and can cannibalize demand your other channels built if TACoS rises while ROAS stays flat.nnThe decision rule does not rely on a fixed percentage split. It depends on your contribution margin, your new-customer CAC ceiling, and whether your measurement layer can distinguish between channels that create demand and channels that claim credit for demand that already existed.
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      - **Text:** A good-fit ecommerce client already has a CRM, an ecommerce platform such as Shopify, an email nurture and marketing automation system, and landing page infrastructure. These systems do not come from a paid media partner. They make the engagement work.nnWithout a CRM that closes the revenue loop, without landing pages built for specific campaigns, and without an email system that engages leads who are not ready to buy, paid media ends up bidding at the bottom of the funnel against everyone else. Brands that generate real ROI have the surrounding apparatus, including accurate conversion tracking, a CRM that connects ad spend to revenue, and a nurture path for buyers who are still researching.
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      - **Text:** The two most common transition risks are performance degradation during handover and loss of institutional knowledge. On timing, hiring a senior in-house specialist often takes 90 to 150 days from search to production. A boutique partner that takes over live programs and runs triage and rebuild in the first month removes most of that gap. Tower33's characteristic first-month pattern is cost down, revenue flat, ROAS up, and CPA down before any new campaign launches because the improvement comes from stopping waste.nnInstitutional knowledge loss is real when an agency's knowledge walks out with a departing account manager. When the founder stays on the account permanently and onboarding produces a documented key lessons file that the team operates from, that risk drops sharply. Measurement issues form the other major transition risk. Most inherited accounts have tracking problems that the previous partner did not find or did not surface. Rebuilding measurement before judging performance is the only way to understand what you are inheriting.

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  - **Headline:** Ecommerce Paid Media Strategy: Channels, Budget & Proof
  - **Description:** Tower33 breaks down a four-pillar ecommerce paid media strategy across Google, Meta, and retail media — with budget rules you can actually defend.
  - **DateModified:** 2026-11-04T10:12:29.191Z
  - **InLanguage:** en-US
    **Person:**

    - **Name:** Anthony Miller
    - **JobTitle:** Founder
    - **Description:** 20+ years in customer acquisition, digital marketing, search, social, analytics, and technology.Anthony has worked with hundreds of brands, managed hundreds of millions in ad spend, and founded both Tower33 and Travel Outside. Today, he works with select partners building and running customer acquisition ad programs through strategy, and hands-on management.
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    - **Url:** https://www.linkedin.com/in/anthonyoutside/
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      - **Name:** Tower 33
      - **Url:** https://tower33.com/
    **Organization:**

    - **Name:** Tower33
    - **Url:** https://tower33.com


---

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## Citations

- [Wellness Campaign Optimization Tips: A Nine-Step Triage](https://tower33.com/articles/wellness-campaign-optimization-tips/)
- [Destination Advertising Strategies: A Practitioner’s Guide](https://tower33.com/articles/destination-advertising-strategies-guide/)
- [Optimizing Ad Copy for Paid Media Conversions](https://tower33.com/articles/optimize-ad-copy-paid-conversions/)
- [Paid Media Management Services: What You’re Buying](https://tower33.com/articles/paid-media-management-services-guide/)
- [Paid Media ROI: The Formula, Inputs, and Spreadsheet](https://tower33.com/articles/paid-media-roi-calculation-formula/)

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