Fractional Media Buyer, One Platform Owned End to End

The buyer takes a named individual seat in your Meta Business Manager, Google Ads or LinkedIn account at a permission level that allows structural change, never a shared login. In accounts we inherit, somewhere between forty and sixty percent of active ad sets go dark inside three weeks: learning-limited, duplicating each other's audiences, or bidding against a sibling for the same query. That is most of the first month's work and usually most of the first month's improvement. How the account gets rebuilt: Consolidation before invention. One conversion event per objective, chosen for volume rather than for how it reads in a report. Where that event happens fewer than about fifty times a week, we optimise to the step before it and reconcile to revenue outside the platform instead of pretending the signal is there. Deduplication between pixel and Conversions API verified by event_id on live traffic, not assumed from the setup wizard. Offline conversion import wherever the sale closes in a CRM, which in medtech capital equipment is every sale that matters. Judgement we exercise differently: Advantage+ and Performance Max get used where the catalogue can carry them and refused where it cannot. A Merchant Center feed with unresolved size and colour variants will make Performance Max look successful while it absorbs brand demand that search would have taken anyway, so brand terms come out and the claimed conversions get tested against a holdout before anyone celebrates. In apparel we buy against sell-through and stock cover rather than last-click return, and we will pause a profitable campaign on a line that is three weeks from selling out. Reporting: A weekly note in prose, same day each week, saying what changed, what it cost, and what we got wrong. The numbers live in your dashboard, not in a deck of ours. A flat week gets three lines. What we will not buy: Anything resting on claims your regulatory function has not cleared, in any market. Prescription-product advertising to consumers where it is prohibited, and we will not route around the prohibition with disease-awareness creative that points at one product. Affiliate and arbitrage inventory. Networks that cannot name the placement. We also decline performance-only compensation, because it puts the buyer's incentive against the client's at the exact moment spend should be cut. Outside the scope: Creative production, landing pages and marketing automation. We write the brief, specify what a test needs, and reject work that does not answer the brief, but the studio is yours or your agency's. We do not own the tracking implementation either. That belongs to the ad ops engagement, and where the two touch we state in writing which of us signs off. Not the right buyer for you if: You want one person across five platforms and expect depth in each. You want spend increased on a schedule regardless of what the account says. Your approvals run through a committee that meets monthly, in which case daily optimisation is a story and you should buy planning time instead. Or you cannot grant individual account access with two-factor authentication, which nobody should run an account without. The shape of the first quarter: Month one is structural and often ends with lower spend than it started with. Month two is the test plan: audience, offer, format, one variable at a time, each with a stopping rule agreed before it starts. Month three is where the account is stable enough that the argument moves up a level, to how much the business should be spending at all, and that is a conversation we will have with your finance lead in the room rather than through you.