Media planning and buying
LeadScale Services buys media across publishers and ad platforms on your behalf, and judges it by the leads that pass your criteria.
Planning settles which channels and suppliers a programme buys, against one written specification of what a lead must be. LeadScale Services then buys content syndication, paid search and paid social for advertisers and agencies. The LeadScale Engine™ checks each response before delivery, and what arrives is reconciled against what was ordered.
What planning and buying covers
A plan starts from what the programme has to produce. The audience, what a response must contain and the checks it has to clear are set down in one specification. Every supplier and platform in the plan is bought against that document.
Publishers are where most of LeadScale Services' buying happens, through content syndication. A plan can add Google paid search and LinkedIn and Meta paid social, and the paid work covers most major platforms. LinkedIn audiences can be built from your verified leads and target accounts (see LinkedIn). Programmatic display can be run as well (see programmatic display), and LeadScale can integrate with connected TV.
Suppliers and campaigns
LeadScale Services draws up the list of eligible suppliers, vets them, takes proposals against the specification and places orders with the ones that win. Once the plan is live it chooses between them campaign by campaign.
On paid search and paid social, LeadScale runs the campaigns: keyword research, ad copy, audience targeting and bidding. You keep the final say on creative, brand context and how the budget is divided.
How the buy is judged
Responses go through the programme's lead validation checks as they are captured, so the count that matters is what passed, and the records delivered are reconciled against the records ordered.
Where you share outcome data with us, what happens to the leads afterwards can also go back to the ad platforms and into what the programme buys next: the records that passed validation, for example, or those that qualified or became a sale. The outcome used is chosen with you for each programme.
How a plan is bought
- Write the specification. Your acceptance criteria become the one document every supplier and platform is held to.
- Plan the mix. The channels and eligible suppliers are settled with you, and the budget split stays your decision.
- Buy and run. LeadScale Services buys from suppliers and runs the paid search and paid social campaigns.
- Check and reconcile. Each response is checked on the Engine, and deliveries are matched against the order.
- Optional: feed outcomes back. Where you share outcome data, the outcome chosen for your programme can return to the platforms to steer the next round of buying.
What you get
- One written specification that every publisher and platform in the plan is bought against
- Suppliers found, checked before they supply and held to the specification while the plan runs
- Paid search and paid social campaigns run by LeadScale, from keywords and ad copy to targeting and bidding
- Leads checked before delivery on contact data and against your criteria
- A reconciliation of the records delivered against the records ordered
- Leads delivered to the CRM or marketing automation system you already use
Capabilities behind it
Client work
Copia Automation: paid search and social.
One managed programme buying Google search and LinkedIn for Copia Automation.
A CRM company that cut its cost per lead.
LeadScale vetted new syndication publishers, added them to the client's existing ones and took over managing them all, and cost per lead fell.
Consent and provenance
A record created on the programme is written with its source, the time of capture, its lineage and a consent audit trail. That applies whichever publisher or platform the response came through, and the details go with the record into your systems.
Questions buyers ask
Do you buy for agencies as well as advertisers?
Yes. An agency can buy the service for its own clients and keep the client relationship, and running demand under your own brand covers how that works. Agencies that want content syndication as one line can use LeadScale ONE, where allocation across sources is blind in planning and reporting, the approved-source directory is available on request and any source can be blocked. Services runs fully managed programmes with every publisher named.
Can we buy one channel on its own?
Yes. We can manage every channel or just one. If your team already runs a channel itself, such as display, you can license LeadScale Engine to check, connect and report on it alongside the parts we run. Where channels are bought together, each one is planned alongside whatever else the programme buys and held to the same specification.
Who holds the supplier relationships?
LeadScale Services, on your behalf. It finds and checks the suppliers, and manages them for as long as the programme runs.
What does planning and buying cost?
It is priced programme by programme, so a first call starts from your budget and the audience you need to reach.