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Paid Media Philosophy

Owner: Marketing Leadership (Strategy), Performance Media Vendor (Execution)
Framework: Gary Vaynerchuk's Day Trading Attention

Core Philosophy: Organic First, Amplify Winners​

"Let data from organic platform performance pick the winners. Amplify only those assets that resonate."
— Gary Vaynerchuk

Traditional approach (wasteful):

  • Create campaign creative
  • Run paid ads hoping it works
  • Waste budget on underperforming content

Gary Vee approach (efficient):

  1. Create high volume of organic content (free)
  2. Post across platforms, track engagement
  3. Identify top 10% performers (likes, shares, comments, completion rate)
  4. Amplify ONLY proven winners with paid spend

Result: Lower CPA, higher ROI, more authentic creative

Two-Vendor Paid Media Structure​

Per org structure: Separate vendors for different paid media approaches

Performance Media Vendor (Gary Vee Model)​

Focus: High-volume creative testing, social amplification

Platforms: Meta (Facebook/Instagram), TikTok, YouTube Ads
Approach: Test 20-50+ creative variations, amplify organic winners

Critical requirement: Comfortable with rapid testing, data-driven iteration

Works closely with: Video Producer (creative assets), Content Manager (organic performance data)

See: Performance Creative

Focus: Search campaigns, direct response

Platforms: Google Ads, Bing Ads
Approach: Keyword targeting, conversion optimization

Works closely with: Marketing Lead (strategy), Content Manager (landing pages)

Budget Allocation Guidelines​

Typical allocation for remodelers ($50k-100k+ annual revenue in marketing):

Split guidance:

  • Google Search: 50% (highest intent)
  • Meta (Facebook/Instagram): 30% (awareness, retargeting)
  • YouTube: 15% (video, awareness)
  • Other: 5%

Flex based on performance — shift budget to winners monthly. Adjust allocation based on what's working in your market.

Quality Over Quantity​

Don't: Dump entire budget into broad awareness campaigns
Do: Tight targeting, clear offers, test small, scale winners

For remodelers:

  • Target homeowners 45-75 in your market area
  • In-market signals (home improvement interest, homeowner)
  • Geographic radius (20-30 miles)
  • Lookalike audiences from existing clients

Creative Testing Framework​

See: Performance Creative for Gary Vee 20-50 variations approach

Quick reference:

  • Test hooks, angles, formats
  • Organic performance informs paid creative
  • Video Producer provides creative assets
  • Content Manager provides organic insights
  • Vendor tests and optimizes

Learn More​

  • Read: Performance Creative — High-volume testing strategy
  • Resource: Gary Vee's Day Trading Attention — Amplification framework

Organic-first paid media reduces waste. Let your audience tell you what works for free, then invest in proven winners.