Paid Media Ecosystem Proposal
Your RFP is clear about the priority: trustworthy data before scaling spend. We want to help build the foundation that can sustain your future growth.
Our framing is simple. The work in Phases 1 and 2 isn't a cost. It's an investment. It's what makes every future ad dollar accountable, so the value compounds as spend grows. If we can help you get the data right, everything downstream gets easier to scale with confidence.
- B2B focus.
Many agencies run the same playbook for B2B and B2C. We don't. B2B is a considered, multi-touch, sales-assisted decision, and we build specifically for that nuance. We don't borrow ecommerce frameworks and hope they translate. - Enterprise-scale media strategy.
Luke Austin, part of our team, is SVP of Growth at one of the top D2C ecommerce agencies in the country and has managed $40M+ in annual paid social and search spend. That caliber of media planning, applied to your B2B motion. - A dedicated data-forensics partner.
For the GA4 and tracking work, we've partnered with 454 Creative, a full-service marketing agency with deep finance-sector experience, so the audit is led by specialists who do forensics every day. - AI-driven data orchestration through Clay.
As the only agency in the Clay expert solutions partner program with a specialization in B2B advertising, we build with a precision most paid teams can't achieve. - B2B paid ads.
It's where we see the largest untapped opportunity for Bankful, and the highest-leverage layer once the foundation is solid.
You asked what we'd be worried about that you haven't mentioned. A few things we'd want to examine together:
- The CRM migration timing.
With Atlas moving to Bankful CRM next month, we'd sequence the tracking work carefully, using what's present and missing in Atlas as the reference point so those same gaps don't carry into the new system. The aim is to make sure nothing built now has to be rebuilt in July. - How PMax fits a B2B lead-gen goal.
Performance Max is powerful but opaque. It can absorb existing demand and report it as net-new, and it's less proven for B2B lead quality than for ecommerce purchases. We'd want to understand how it's serving your goals, help quantify its true contribution, and determine its viability compared to traditional search. - The realistic ceiling on attribution.
Privacy and consent changes mean no modern stack sees 100% of the journey. The honest range is closer to 40 to 80%. We'd rather give you a dashboard that's clear about its own confidence level than one that looks complete but quietly misleads. A number you understand the limits of is far more useful than a perfect-looking number you can't fully trust.
- Google Ads: campaign and ad-group structure, spend efficiency, click-fraud and bot exposure, branded-demand cannibalization, conversion-action integrity.
- GA4: tracking integrity, event and conversion configuration, attribution sanity, data-layer gaps.
- Data diagnosis: we'll use what's present and missing in Atlas as the reference point to make sure those gaps are addressed in the reporting from Bankful CRM.
- A week-1 early-findings checkpoint, then a prioritized report: what to fix, in what order, and why.
- Finalize the platform-agnostic architecture, from ad click to form submission to conversion. Can begin immediately.
- Once the new CRM is live, we set up the reporting and attribution layer so weekly PPC numbers and any future campaign can be validated against a single, confidence-scored view. Because the new CRM's structure won't be known until it's built, this stays partly flexible, scoped to a defined block of work, with anything beyond it handled transparently. (Reporting setup, not CRM implementation work.)
Once the data is trustworthy, this is where we'd manage and scale your campaigns against reporting you can finally rely on. Paid social is our specialty, and where we see the most untapped upside for Bankful. So once the foundation is solid, we'd treat it as the centerpiece of the expansion. Conditional on Phases 1 and 2, exactly as you scoped it.
The foundation that makes paid media accountable before you scale it: long-range return on every future ad dollar, not a one-time cost.
| Phase | Structure | Investment |
|---|---|---|
| Phase 1: Audit 2 to 4 weeks |
Fixed fee | $9,000 |
| Phase 2a: Tracking Blueprint Begins immediately |
Fixed fee | $6,000 |
| Phase 2b: Reporting Setup After Bankful CRM is live |
Scoped to 25 hrs | $6,000 |
| Phase 3: Campaign Mgmt Ongoing, conditional |
Monthly retainer | See below |
| Scope | Monthly Retainer |
|---|---|
| Google management (search, PMax, retargeting) up to $50K/mo spend |
$6,000 |
| Full paid ecosystem Google + paid social |
$12,000 |
| Beyond $100K/mo spend or custom scope | Custom review |
Ad spend paid directly to platforms by Bankful.
It's split because of your CRM timeline. Phase 2a is a fixed fee for the tracking blueprint. Phase 2b is scoped to 25 hours of reporting setup once the new CRM is live. We've set it to a defined block of work because the new system's structure won't be visible until it's built, and we'd rather give you a clear, honest range than ask you to accept an estimate made blind. If the work runs beyond 25 hours, we'll flag it and scope the remainder with you before proceeding.
A credit union was spending roughly $15K/month on paid search, but fragmented conversion tracking meant they couldn't fully trust the numbers they were optimizing against. We pulled spend back, rebuilt the conversion tracking, then re-scaled into the cleaned-up system.
Three months later, at comparable monthly spend and click volume:
"After" reflects performance three months later. The first month was the pre-work baseline.
~60% more conversions and ~33% lower cost per conversion, at comparable spend.
- How many Google Ads campaigns, ad groups, and ads are currently active? (Helps us scope the audit.)
- Who owns the Google Ads account day-to-day, and is it actively managed right now?
- What, specifically, would help your CEO trust the numbers more than he does today?
- Who's building the new Bankful CRM, and what's the timeline and data model?
- Where do you want paid budget to be by year-end? (Helps us size Phase 3.)
- What are the decision criteria for moving between phases?
- Who owns the GA4 and GTM property, and can access be granted on selection?
- Are you leveraging any channel performance tools to increase channel partner deal flow?
- How do platform ad policies around regulated merchant categories shape the channels available to you?
Timeline begins upon gaining access to all required platforms. Once confirmed, we'll send the Phase 1 SOW and schedule kickoff.