Better paid media starts one layer down.
We build the layers your paid media depends on, then run and scale the buying on top.
A studio founded and led by Kyra Berger
Approach
One discipline, three layers.
Foundation
Infrastructure
The technical groundwork your spend sits on, built right and held to standard.
Engine
Media
Planning, buying and scaling, run on a foundation that holds.
Brain
Measurement
A defensible read on what your spend actually drove.
We architect, run and measure. Your engineers build. Your data stays yours.
The IP
BGS Measure
Our own measurement engine. The tool behind our audits. It reconciles platform claims and last click into one defensible read of what your spend actually drove, then goes further: it surfaces the anomalies behind the numbers, explains why they happened, and turns them into concrete next actions. Not another report nobody reads. A decision layer.
Capabilities
What that looks like in practice.
Wherever your problem sits, it sits somewhere in here.
Infrastructure
- Tracking and event audits
- Event cleanup and QA
- Product feed optimisation
- Process automation
- App tracking and SKAN
- Ad upload at scale
Media
- Paid social
- Paid search
- Programmatic display
- Programmatic OOH and CTV
- Media planning and budgeting
- Creative strategy and direction
- Creative testing and iteration
- Channel mix and structure
Measurement
- Reconciliation
- Incrementality and lift testing
- Anomaly detection
- Attribution review
- Spend efficiency analysis
- Ongoing measurement intelligence
The way in
Start with an audit.
Most paid media reviews stop at the ad account. They tell you which campaigns spent what and call it a day. The money you are losing is rarely only in the campaigns. It sits in the creative that never had a fair test, the landing page that sheds a third of the traffic, the onboarding that loses people you already paid for, the CRM that goes quiet during a long buying decision. Paid media does not perform in isolation. Auditing it in isolation misses where the spend actually leaks.
The BGS audit reads the whole picture. We take twelve to twenty-four months of your spend and performance, long enough to separate seasonality from a real trend, and look at everything paid media depends on:
What the audit looks at:
Creative
What actually drove performance and what quietly drained budget, since creative is the biggest lever and the one most reviews undercount.
Tracking and tech
Whether your stack can even see what is happening and what to fix first so your numbers stop disagreeing.
Site and app
Where paid traffic drops off, the conversion step that bleeds, the onboarding that loses people mid-funnel.
CRM and lifecycle
Whether your follow-up matches your buying cycle, because a considered purchase, an investment product or a high-ticket subscription needs touchpoints that single-session paid can never carry alone.
We run it through BGS Measure, our own correlation and anomaly engine, to surface what moved, when it moved and what it lines up with. Then we use twelve years of operating experience to tell you what it means and what to do about it.
You get the analysis, a prioritised set of recommendations spanning creative, tech, site and CRM, plus a clear offer on how we take it forward together. The point is a plan you can run, and a team to run it with you.
The audit runs on your real numbers across your platforms, your analytics and your CRM export, handled under a signed NDA and data agreement.
The engagement
Standalone lead, or a whole growth team.
The audit is the way in. What comes after scales to your stage: senior leadership on its own, or a full embedded growth team on demand. The middle ground between one fractional CMO and juggling three agencies.
Proof of concept, without a full-time hire.
Worked with
Apps, marketplaces, subscriptions and complex commerce, across high-growth and regulated categories.
About
Twelve years making performance marketing work, across global agencies, venture-backed scaleups and her own consulting desk. The pattern was always the same: get the layer underneath right, and the spend on top finally performs.
- Selected results
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Scaled a global consumer brand's media budget from $22M to $50M across 50 markets.
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Launched a heavily regulated fintech with every major paid channel banned, and still acquired at ~EUR 30 CAC.
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Grew a venture-backed consumer platform to 50,000 users in six months, with product drops selling out in minutes.
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Owned full P&L for a direct-to-consumer brand and grew revenue 20% year on year.
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Rebuilt an app's tracking, clearing ~80% of legacy measurement debt and cutting CPAs by 15%.
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Drove a 15% month-on-month fall in acquisition cost through creative and feed automation.
- Teams built and led
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Built marketing functions from 1 person to 8-10, across performance, CRM, content, lifecycle and partnerships.
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Led a 19-person media team across four global regions.
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Mentored managers into Head of Marketing roles, leaving teams that run without her.