Paid media run on proof,
not platform metrics
We manage Google, Meta & TikTok campaigns informed by Marketing Mix Modeling and incrementality data. So every scaling decision, budget shift, and creative call is backed by causal evidence of what actually drives profit.
Your agency is optimising in a vacuum
Most paid media teams live inside ad platforms. They optimise toward platform ROAS, celebrate platform reported wins, and have no idea whether any of it is actually driving incremental profit.
ROAS is NOT Profit
A 5x ROAS on a low-margin product can lose you money. A 2x ROAS on a high-margin product can be wildly profitable. Without unit economics in the loop, your agency can't tell the difference.
Scaling Past Saturation
If ROAS looks good, most agencies scale spend. But without diminishing returns curves, they can't see when a channel is saturated. You end up paying more for less and calling it growth.
No Feedback Loop
Tracking data is becoming more limited every quarter. Decisions based on partial cookie data will be the biggest factor stunting growth in the next 2 years.
Attributed ≠ Incremental
Platforms are incentivised to claim credit for as many conversions as possible. Without incrementality testing, you're scaling campaigns that look great on dashboards but don't move the needle.
Paid media with a measurement backbone
Data + AI tells us where the opportunity is. We execute it across Google and Meta or guide your team to do it.
Every pound placed where marginal return is highest
We don't guess where to put your next £50k. Dema's MMM shows us marginal ROI curves for every channel and campaign type, so we allocate budget to the exact point where each pound delivers its highest incremental return, then stop before saturation kills it.
- Budget splits driven by MMM marginal return curves, not gut feel
- Google vs. Meta allocation based on where the next pound works hardest
- Scenario planning before any major budget shift
- Rebalanced weekly as the model updates with fresh data
We prove it works before we scale it
Before we pour budget into any campaign, we know whether it's driving real uplift. Incrementality tests tell us which campaigns actually change customer behaviour and which are just claiming credit for sales that would have happened anyway.
- Geo-holdout tests on Google and Meta before any major scale
- True incremental lift measured against your order data
- Campaigns validated against profit, not platform-reported ROAS
- Kill or scale with confidence, not hope
We optimise to your P&L, not a platform dashboard
We connect your ad spend to actual unit economics — COGS, shipping, returns, payment processing. We use this to optimise campaigns toward contribution margin, not blended ROAS. A campaign that looks mediocre in Google Ads might be your most profitable. We see that.
- Campaigns evaluated against true contribution margin per order
- Product level profitability informs bidding and targeting
- Stop scaling high ROAS campaigns on low margin products
- Align ad spend with what your finance team actually cares about
Every week of spend makes the next week smarter
Campaign performance feeds back into Dema's MMM. Incrementality tests validate the model. The model refines next week's budget allocation. It's a compounding advantage. The longer we run, the sharper every decision gets.
- Weekly model updates with fresh campaign and commercial data
- Incrementality results calibrate and validate the MMM
- Budget recommendations evolve with your business cycles
- A growing body of evidence, not a one-off strategy deck
From onboarding to optimised spend in weeks
Whether managed or advisory, the process is the same.
Audit & Baseline
We audit your Google and Meta accounts, connect to your ad platforms and ecommerce stack, and build a baseline picture of where spend is going and what it's actually producing in contribution margin.
Model & Reallocate
Our MMM processes your historical data and shows us where marginal returns are highest. We build a reallocation plan moving budget from saturated channels to high-opportunity areas and begin executing or advising.
Test, Learn, Compound
We run incrementality tests to validate what's working, feed results back into the model, and continuously refine. Every month, your budget allocation gets sharper and your cost per incremental pound of profit drops.
What changes when your agency has a measurement backbone
Traditional
VALDA
Optimisation Target
Incremental contribution margin per order
Budget Allocation
Paid media that knows
what actually works
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