# Travel Advertising Senior Strategist: Hire or Partner?

> Tower33 delivers senior-level travel advertising strategy without the overhead. See how we drive measurable revenue — get in touch today.

**Published:** 2026-10-09 | **Updated:** 2026-10-31 | **Author:** victorsoares
**URL:** https://tower33.com/articles/travel-advertising-senior-strategist/
**Type:** post

**Categories:** Paid media strategy

![Travel Advertising Senior Strategist: Hire or Partner?](https://tower33.com/articles/wp-content/uploads/sites/107/2026/10/1791454171931-1ac9354bc814-1024x572.webp)

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## Content

*Written by: Anthony Miller, Founder, Tower 33*

## Key Takeaways

- A travel advertising senior strategist designs campaign structure, channel mix, and measurement frameworks around travel-specific factors like booking windows and seasonality.
- The role requires fluency in destination-level demand curves, origin-market dynamics, and attribution windows that extend beyond platform defaults to reflect travel’s longer purchase path.
- Accountability separates a genuine strategist from a titled media buyer: who designs the structure, decides what not to fund, and owns the economics.
- Hiring in-house typically means 90–150 days of weaker performance during recruitment and onboarding, while large agencies often staff junior talent behind senior-level fees.
- Tower33 provides founder-led strategy with no handoff, 30-day implementation timelines, and performance-based relationships without long-term contractual lock-in for travel and destination brands.

[Get the travel advertising playbook.](https://tower33.com/join-strategy-newsletter/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)

## What A Travel Advertising Senior Strategist Actually Owns

The role centers on five responsibility buckets, each with a travel-specific dimension that separates it from generic paid media work.

The first is campaign direction. A travel advertising senior strategist sets objectives and structures campaigns around booking windows rather than calendar months. Travel booking windows average 39 days for domestic trips and 49 or more days for international trips before departure. The planning phase, not the departure date, is when budget needs to be deployed. A strategist who structures campaigns around retail calendar logic will consistently miss the window.

The second is channel selection and weighting. The right channel mix for a cruise line is not the same as the right mix for a lodge or a tour operator. [KORTX’s July 2026 Travel and Tourism Marketing Playbook recommends combining CTV and streaming video for destination awareness, programmatic display and dynamic creative for retargeting and availability-based conversion, and paid search to capture travelers actively comparing destinations](https://kortx.io/news/travel-tourism-marketing-playbook). The weight of each channel shifts by operator type, average booking value, and origin market.

The third is cross-functional leadership. A travel advertising senior strategist directs creative, landing page, and nurture work so the ad and the page align. Sending a traveler who clicked a lodge-specific ad to a generic homepage is a structural failure, not a creative one. The strategist owns the connection between the ad and what happens after the click.

The fourth is market analysis. Travel demand shifts by destination and month, not by retail calendar. [Travelity’s tour operator marketing calendar framework identifies pre-season as the most important and most often wasted marketing period for most operators](https://travelity.app/blog/tour-operator-marketing-calendar), because that is when travelers are choosing, not when they are departing. A strategist reads seasonality, competitive sets, and demand curves by destination and adjusts budget allocation accordingly.

The fifth is measurement and reporting. Return on ad spend (ROAS), cost per acquisition (CPA), and cost per lead (CPL) only mean something when conversion tracking is clean. A travel advertising senior strategist owns conversion signal hygiene, brand and non-brand separation, and CRM-to-analytics revenue attribution. [Meta’s default 7-day click attribution model misses the majority of travel conversions that happen 14 to 60 days after the first ad interaction](https://stackmatix.com/blog/meta-ads-travel-agencies-tourism). Results are systematically undercounted unless attribution windows are deliberately extended and supplemented with server-side tracking.

### What A Senior Marketing Strategist Does In Travel

In a travel context, a senior marketing strategist is responsible for a specific set of decisions that a media buyer or campaign manager does not own.

1. Setting campaign objectives tied to booking windows and origin-market demand, not calendar months
2. Allocating budget across search, paid social, programmatic display, connected TV, and digital audio based on funnel stage and operator type
3. Directing creative, landing page, and nurture strategy so each ad leads to a coherent post-click experience
4. Reading seasonality and destination-level demand curves to shift budget weight before the market moves
5. Owning measurement infrastructure — conversion tracking, brand and non-brand separation, attribution windows — so reported performance reflects actual revenue
6. Deciding what not to fund, and being accountable for that decision
7. Connecting paid media performance to CRM data so the full lead-to-booking journey is visible

## Travel Advertising Senior Strategist Vs. Media Buyer: Where The Roles Diverge

Those five buckets describe the strategist’s job, but the title alone does not guarantee someone is doing that work. The clearest way to see the gap is to compare the role against the media buyer it is often confused with. A media buyer executes inside a structure someone else designed. A travel advertising senior strategist designs the structure, decides what not to fund, and is accountable for the economics. That distinction sounds clean in theory, but it gets blurred constantly in practice, and the blurring costs money.

The most common version of this problem is the bait-and-switch: senior talent closes the deal, junior staff run the account. The person who pitched the strategy is not the person in the campaigns. The job postings currently dominating the search results for “travel advertising senior strategist” from Visa, Capital One, and Expedia describe responsibilities a competent media buyer could claim. Managing budgets, executing campaigns, and optimizing toward platform-defined goals all sit in that bucket. Strategy is deciding which goals to optimize toward, which channels to fund, and which to cut.

The title alone tells you nothing. A “Senior Paid Media Strategist” at an agency [can require as few as three years of agency experience](https://duey.com/jobs/6254f128-99e9-4210-9180-42e15763a849). That is a structural observation about how titles are assigned, not a criticism of the person. The real question is whether the person designing the campaign structure is the same person running it, and whether they are accountable for the outcome.

If you are carrying the strategic load yourself, that is the signal. You are leading the agency. A genuine travel advertising senior strategist leads the relationship, surfaces what is not working, and pushes back when the plan needs to change. A strong paid media partner challenges assumptions instead of agreeing with everything.

## What Travel-Specific Expertise Actually Looks Like

Travel advertising has structural characteristics that distinguish it from most other verticals. A strategist without fluency in those characteristics applies a generic playbook to a problem that requires a specific one.

Seasonality in travel behaves differently than retail seasonality. Demand shifts by destination and month, by drive-market versus fly-market, and by domestic versus international traveler. [Media weight and message should shift with demand rather than running the same campaign year-round](https://kortx.io/news/travel-tourism-marketing-playbook). A strategist who treats Q1 through Q4 as equivalent periods for a resort in a northern climate is executing a media plan that ignores the product.

Booking windows reshape how mid-funnel and research-stage capture should be funded. Travel’s average path to purchase spans 71 days — 33 days of inspiration and 38 days of active research and planning, according to Expedia Group’s 2025 path-to-purchase research. Adventure and safari bookings routinely exceed 120 days. A single ad touchpoint rarely closes a sale. A campaign structure that only funds bottom-funnel capture competes for a shrinking pool of people who are ready today.

Buyer research now stretches across more surfaces, including AI search. The call to action has to change with that behavior. Travel brands capture demand earlier in the journey by using brochure-style calls to action that bring prospects into a nurture system instead of demanding a purchase decision they are not ready to make.

Destination-versus-property-level strategy also varies by advertiser. A destination marketing organization (DMO) is trying to drive visitation to a region and cannot directly attribute a hotel booking. A cruise line is managing origin-market demand across dozens of departure ports. A single lodge is competing within a narrow geographic and competitive set. [Percepture’s agency selection framework maps organization types to their common problems and priority capabilities](https://percepture.com/travel-tourism-insights/travel-and-tourism-marketing-agency), noting that DMOs face fragmented stakeholders and indirect conversion, while tour operators face weak direct inquiry volume. Different problems require different channel roles.

Channel mix decisions for CTV, digital out-of-home (DOOH), and programmatic also differ for a cruise line versus a D2C retailer. [CTV ad spend in the U.S. will reach $37.95 billion in 2026, up 14.5% year over year, according to eMarketer](https://sojern.com/blog/ctv-advertising-for-travel-brands-what-works-in-2026). Travel brands are increasingly using it as a core response channel rather than a brand-only line item. The most common mistake is porting linear buying logic onto streaming. That means targeting adults 25–54 in feeder markets, which produces broad reach and no connection to bookings. A travel advertising senior strategist uses intent data to define the audience first, then selects the channel.

Performance does not come from a trick or a hidden setting. The differences in results come from fluency in understanding a travel audience and using networks effectively based on the goals. Teams that look for a platform setting to rescue a struggling campaign are looking in the wrong place, because the leverage sits in the strategy, not the interface.

## How Much Travel Advertising Senior Strategists Typically Earn

Salary ranges for this role vary by employer type, geography, and how “senior” is actually defined. [GPJ, an experiential marketing agency, listed a Senior Strategist salary range of $100,000–$130,000 dependent on experience and location](https://gpj.com/who-we-are/careers/4296300), requiring five to seven years of experience. [Salary.com’s October 2026 data for Advertising Campaign Strategist shows an average of $80,006, with a 25th–75th percentile range of $74,300–$85,457](https://www1.salary.com/job/advertising-campaign-strategist-salary). That benchmark reflects a broad, non-travel-specific title set and likely understates what genuine travel-specific senior expertise commands.

The more important question is what the role is worth relative to what it changes in the campaign economics. A strategist who correctly identifies that $200,000 in annual spend is optimizing toward the wrong conversion signal, and fixes it, has delivered value that no salary band captures. The salary range tells you what the market pays for the title. It does not tell you whether the person holding it is designing the structure or executing inside one someone else built. That uncertainty is exactly why the build-vs-buy decision matters more than the salary band.

## Hire A Travel Advertising Senior Strategist In-House Or Get That Thinking From A Partner

This decision determines outcomes more than the logo on the invoice. The right answer depends on four objective criteria: who runs the account daily, continuity of institutional knowledge, reporting posture, and time to full coverage. The table below compares how large agencies, an in-house hire, and Tower33 stack up on the criteria that matter most.

| Dimension | Large Agency | In-House Hire | Tower33 |
| --- | --- | --- | --- |
| Who runs the account daily | Junior staff, senior on checkpoints | One person, often under 5 years’ experience | The founder, on every account, permanently |
| Time to full coverage | Weeks to months | [90–150 days](https://tower33.com/agency-consultant-or-in-house-how-to-make-the-right-call-after-a-bad-paid-media-partner/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent) | Under 30 days, on live programs |
| Lock-in | 12–24 month contracts typical | At-will employment; 90–150 day replacement cost | Month-to-month; no contractual lock-in |

The timing reality of hiring in-house is punishing. A genuinely senior specialist takes 60 to 90 days to recruit and another 30 to 60 to onboard, which means [90 to 150 days of degraded paid media performance during a period when the brand likely needs to recover lost ground](https://tower33.com/agency-consultant-or-in-house-how-to-make-the-right-call-after-a-bad-paid-media-partner/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent). Most companies also avoid the top of the salary band. They hire at a lower salary and end up with someone with under five years of experience, often the same profile they would get at a large agency.

Large agencies have a structural economics problem that does not come from bad intent. The most experienced people are not the ones running day-to-day campaign work at lower spend levels. The economics require junior staffing. A mid-market travel advertiser pays a substantial management fee and receives junior planning, plus reporting engineered to look reassuring rather than to surface what is not working.

The build-vs-buy decision comes down to one question: who is actually in the account every week, and are they accountable for the outcome?

[Get weekly paid media breakdowns.](https://tower33.com/join-strategy-newsletter/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)

## Why Tower33 Fits The Build-Vs-Buy Decision

Tower33 is a boutique, founder-led paid media firm that manages search, social, and programmatic advertising for direct-to-consumer brands, with a concentration in lead generation across travel and destinations. It is small by design, and that is a structural fact, not a marketing claim.

Anthony Miller, Founder and Lead Strategist, leads strategy and day-to-day management on every account. He brings 15+ years in the discipline and hundreds of millions in advertising personally managed across his career. That matters because there is no pitch-team-to-delivery-team handoff. The person on the call from the first conversation is the person in the campaigns every week. To protect that attention, Tower33 caps its client count well below what a traditional agency carries.

The work is supported by a selected team and a bench of long-tenured specialists, including a creative director of 14 years covering UX and UI design, brought in as a program requires. Owner-level accountability extends to every account Tower33 takes on.

Reporting is built to surface what is not working rather than to reassure. A written report every Wednesday covers Monday through Sunday of the prior week, with month-over-month data in the first report of each month, and a strategy call later that week. Tower33 has inherited accounts where the previous agency was calculating a healthy return on ad spend, only for rebuilt measurement to reveal the brand was losing $200 on every order. Honest reporting exposes that kind of gap.

The first thirty days run triage and rebuild simultaneously. Non-converting spend is cut immediately. Tracking and conversion signals are corrected. All new campaign concepts are launched within thirty days or less. The characteristic first-month pattern is cost down, revenue flat, ROAS up, and CPA down before any newly built campaign has launched. That improvement comes from stopping waste, not from spending more.

There is no contractual lock-in. Performance keeps the relationship. Base pricing starts at $5,000.

For travel brands specifically, Tower33’s approach to [creating travel ads that actually book trips](https://tower33.com/articles/how-to-create-travel-ads/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent) and [choosing the best agency for destination advertising](https://tower33.com/articles/best-destination-advertising-agency/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent) reflects the same methodology applied to every account: structure first, then spend. The full methodology is documented in A Methodology for Paid Media Success, available free to newsletter subscribers.

The [86% revenue growth on 58% less spend](https://www.linkedin.com/pulse/google-ads-86-revenue-growth-58-less-spend-anthony-miller-gimlc/) result published in August 2026 illustrates the pattern. Brand and non-brand keyword buckets were separated. Non-brand campaigns were segmented by funnel stage. Conversion tracking and bidding signals were cleaned. Server-side tracking was implemented. The result came from fluency in how the account was actually structured and the discipline to fix it.

## A Vetting Framework For Travel Advertising Senior Strategists

Whether you are evaluating an agency, a boutique firm, or an in-house candidate, these questions separate a genuine travel advertising senior strategist from a senior-titled executor.

On strategy and accountability:

- “Walk me through the decision framework behind a recommendation you made that did not work out. What did you learn and what changed?”
- “Which campaign drove the most revenue for a client in our category last quarter? Walk me through the strategy.”
- “What does your reporting look like? Can you show me an actual report from a current client?”

On team structure and continuity:

- “Who specifically will be on my account? What is their experience level? How long have they been at the firm?”
- “What is your average employee tenure? What does account handoff look like if someone leaves?”
- “When was the last time a client lost their account team mid-engagement?”

On transparency and ownership:

- “Will I have owner-level access to all ad accounts from day one?”
- “What is your policy on account ownership if we part ways?”

Any hesitation on account ownership is a structural red flag. The final filter is simple. Did this person tell you anything you did not already know? Did they push back on anything you said, or did they agree with everything? A great paid media partner is not a yes-machine.

## Frequently Asked Questions

### How Does A Travel Advertising Senior Strategist Differ From A Media Buyer?

A media buyer executes campaigns inside a structure that someone else designed, selecting placements, managing bids, and pacing budgets within parameters that were set upstream. A travel advertising senior strategist designs that structure, deciding which channels to fund, which to cut, how budget should shift across booking windows and seasons, and what the measurement framework should look like. The strategist is accountable for the economics of the program, not just the execution of the plan. In practice, the distinction breaks down when agencies title media buyers as strategists, which is why the title alone is not a reliable signal of what someone actually does.

### What Should Measurement And Reporting Include For Travel Advertising?

Measurement for travel advertising should include clean conversion tracking tied to actual bookings or qualified inquiries, not proxy signals like page views or form submissions that do not connect to revenue. Brand and non-brand campaigns should be separated so that brand search volume does not inflate non-brand performance metrics. Attribution windows should be extended beyond the platform default of 7 or 30 days to reflect travel’s actual consideration cycle, which can exceed 120 days for high-value bookings. Server-side tracking should be implemented to prevent attribution loss from browser restrictions. Reporting should surface what is not working, not just what looks good. A report full of impressions and click-through rate (CTR) with no revenue line is a reassurance document, not a measurement document.

### How Does Channel Selection Typically Work In Travel Advertising?

Channel selection in travel advertising follows audience behavior and funnel stage, not platform popularity. Connected TV and streaming video are effective for destination and experience awareness because they reach travelers during the inspiration phase, before they have committed to a destination. Paid search captures travelers who are actively comparing options and are closer to a booking decision. Programmatic display and dynamic creative serve retargeting and availability-based conversion for travelers who have already shown intent. [Paid social — primarily Meta — works across the funnel but requires a three-tier structure: inspire, educate, and convert, each with dedicated budget](https://stackmatix.com/blog/meta-ads-travel-agencies-tourism). The right weight of each channel differs by operator type. A cruise line targeting origin markets across multiple departure cities has different geographic and competitive constraints than a single lodge targeting drive-market visitors within a defined radius.

### What Internal Systems Are Usually Required For Travel Advertising To Work?

Travel advertising compounds when the surrounding infrastructure is in place. A CRM that closes the loop on revenue, connecting a booking back to the campaign that generated the inquiry, is essential for accurate measurement. Landing pages built for specific campaigns, rather than a homepage that receives all traffic, are required for conversion rates to hold up. An email nurture system that does something with a lead that is not ready to book yet is what makes mid-funnel and research-stage capture viable. Without these systems, a travel advertiser is stuck bidding on the shrinking pool of people who are ready today, against every other advertiser stuck in the same position. Brands without nurture infrastructure cannot participate in the upper funnel.

### What Are Common Risks Or Transition Challenges When Changing Travel Advertising Partners?

The most common transition risk is performance degradation during the handoff period. A new partner inheriting a live account needs time to understand the brand’s unit economics, customer segments, and historical performance before making structural changes. That learning period costs money if it is not managed deliberately. A second risk is measurement discontinuity. If the incoming partner rebuilds tracking without documenting what changed, historical data becomes unreliable as a benchmark. A third risk is the loss of institutional knowledge when an account team turns over. Every departure resets what the team knows about why certain campaigns were structured the way they were. The mitigation for all three is a partner who audits the account before signing, runs triage and rebuild simultaneously in the first thirty days, and retains the same person on the account from the first conversation onward.

## Conclusion: The Build-Vs-Buy Decision Comes Down To Who Runs The Account

The title of travel advertising senior strategist tells you almost nothing on its own. The job postings dominating the current search results describe responsibilities a competent media buyer could claim. The AI Overview describes the role generically and omits the travel-specific qualifiers, such as seasonality, booking windows, and destination-versus-property-level strategy, that actually define it.

What matters is whether the person designing the campaign structure is the same person running it, whether they are accountable for the economics, and whether they are applying genuine travel-specific expertise to the decisions that determine outcomes. Whether you hire that thinking in-house or get it from a partner matters less than whether you actually get it.

If you are carrying the strategic load yourself, the answer is to find a partner who leads, surfaces what is not working, pushes back when the plan needs to change, and is accountable for the result. As noted earlier, the title is not a reliable signal. The signal is who is in the account every week and what changes when they are. More on that thinking, and the full methodology behind it, is in the Tower33 strategy newsletter. One email, one idea, once per week, with observations from 15+ years managing hundreds of millions in paid media. Sign up and get A Methodology for Paid Media Success free.

[Subscribe for weekly strategy insights.](https://tower33.com/join-strategy-newsletter/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)

## Read Next

- [How To Create Travel Ads That Actually Book Trips](https://tower33.com/articles/how-to-create-travel-ads/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)
- [How To Choose the Best Agency for Destination Advertising](https://tower33.com/articles/best-destination-advertising-agency/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)
- [How to Choose a Senior Living Advertising Agency](https://tower33.com/articles/best-senior-living-advertising-agency/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)
- [How To Choose the Right Agency for Microsoft Ads Management](https://tower33.com/articles/best-agency-microsoft-ads-management/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)
- [Agency vs In-House Google Ads: A Decision Framework](https://tower33.com/articles/agency-vs-inhouse-google-ads/?utm_term=travel-advertising-senior-strategist&utm_campaign=ai_growth_agent)

---

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    **Question:**

    - **Name:** What Should Measurement And Reporting Include For Travel Advertising?
      **Answer:**

      - **Text:** Measurement for travel advertising should include clean conversion tracking tied to actual bookings or qualified inquiries, not proxy signals like page views or form submissions that do not connect to revenue. Brand and non-brand campaigns should be separated so that brand search volume does not inflate non-brand performance metrics. Attribution windows should be extended beyond the platform default of 7 or 30 days to reflect travel's actual consideration cycle, which can exceed 120 days for high-value bookings. Server-side tracking should be implemented to prevent attribution loss from browser restrictions. Reporting should surface what is not working, not just what looks good. A report full of impressions and click-through rate (CTR) with no revenue line is a reassurance document, not a measurement document.
    **Question:**

    - **Name:** How Does Channel Selection Typically Work In Travel Advertising?
      **Answer:**

      - **Text:** Channel selection in travel advertising follows audience behavior and funnel stage, not platform popularity. Connected TV and streaming video are effective for destination and experience awareness because they reach travelers during the inspiration phase, before they have committed to a destination. Paid search captures travelers who are actively comparing options and are closer to a booking decision. Programmatic display and dynamic creative serve retargeting and availability-based conversion for travelers who have already shown intent. Paid social — primarily Meta — works across the funnel but requires a three-tier structure: inspire, educate, and convert, each with dedicated budget. The right weight of each channel differs by operator type. A cruise line targeting origin markets across multiple departure cities has different geographic and competitive constraints than a single lodge targeting drive-market visitors within a defined radius.
    **Question:**

    - **Name:** What Internal Systems Are Usually Required For Travel Advertising To Work?
      **Answer:**

      - **Text:** Travel advertising compounds when the surrounding infrastructure is in place. A CRM that closes the loop on revenue, connecting a booking back to the campaign that generated the inquiry, is essential for accurate measurement. Landing pages built for specific campaigns, rather than a homepage that receives all traffic, are required for conversion rates to hold up. An email nurture system that does something with a lead that is not ready to book yet is what makes mid-funnel and research-stage capture viable. Without these systems, a travel advertiser is stuck bidding on the shrinking pool of people who are ready today, against every other advertiser stuck in the same position. Brands without nurture infrastructure cannot participate in the upper funnel.
    **Question:**

    - **Name:** What Are Common Risks Or Transition Challenges When Changing Travel Advertising Partners?
      **Answer:**

      - **Text:** The most common transition risk is performance degradation during the handoff period. A new partner inheriting a live account needs time to understand the brand's unit economics, customer segments, and historical performance before making structural changes. That learning period costs money if it is not managed deliberately. A second risk is measurement discontinuity. If the incoming partner rebuilds tracking without documenting what changed, historical data becomes unreliable as a benchmark. A third risk is the loss of institutional knowledge when an account team turns over. Every departure resets what the team knows about why certain campaigns were structured the way they were. The mitigation for all three is a partner who audits the account before signing, runs triage and rebuild simultaneously in the first thirty days, and retains the same person on the account from the first conversation onward.

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  - **Headline:** Travel Advertising Senior Strategist: Hire or Partner?
  - **Description:** Tower33 delivers senior-level travel advertising strategy without the overhead. See how we drive measurable revenue — get in touch today.
  - **DateModified:** 2026-10-08T10:09:18.026Z
  - **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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      - **Name:** Tower 33
      - **Url:** https://tower33.com/
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    - **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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