Budget meeting. Google says it drove sales, Meta says it drove sales, LinkedIn says so too. Add up what each one claims and you get more than what actually landed in the bank. Which one gets more money next month?
Every platform counts by its own rules, and none of them can see the others. A sale that came through an Instagram ad and then a Google search shows up in both reports. So we decide the split with a number no platform controls: what your business brought in, divided by what you spent on all ads combined.
Five questions that show how a paid media agency splits your money
Under each one, what we do. So you can compare.
1. Which number do you use to move money between channels?
Just one, and it comes from your sales, not from an ad dashboard. For ecommerce it is total revenue divided by total ad spend, known as MER. If you sell through a sales team, it is cost per customer taken from your CRM. More in MER vs ROAS.
2. How do you know which sales would have happened anyway?
We test it. We cut spend on one channel for a period or a region and watch what happens to the total. If it doesn't move, that channel was taking credit for sales you already had.
3. Who decides how much goes to each channel?
The same person who runs your campaigns, with no account manager in between. Every budget move is logged with a date and the number that justified it.
4. What if a channel isn't right for me?
We say so and leave it closed. TikTok, for example, only makes sense if your product explains itself in a short video and your margin can absorb what a customer costs there.
5. Do you work with companies outside Spain?
Yes. We work remotely, in English and Spanish, with companies in Spain and abroad. Your ad accounts stay in your company's name.
What you can do today, before talking to anyone
Pull two figures for the last 90 days: what your business billed and what you spent across all ad platforms. Divide the first by the second. That is your number. Now add up the sales each platform claims and set them against the real ones.
Then run your campaign report through the dead spend auditor. It shows which part of your budget produced no conversions at all. The file never leaves your browser.
If the gap between the platforms and your bank account bothers you, request an audit of your accounts. We look at them together and tell you where to move money first.
Frequently asked questions
How much does it cost to work with you?
It depends on scope: how many platforms and markets, and whether measurement needs rebuilding. We quote after we have seen the accounts.
What happens to our history if we are moving from another agency or an in-house team?
It stays. The accounts are yours. We review what is there, keep what works and shift budget gradually so the platforms don't have to relearn from scratch.
How much are your platforms claiming that never reached your bank?
Request the audit. We put your ad accounts next to your sales and tell you which channel to raise, which to cut and why.
Specific actions for your budget split.