Paid Media That Works Harder
Paid media has become a creative, audience and signal problem as much as a buying problem. Primal works with marketing leaders to develop integrated paid programs across Meta, Google, TikTok and LINE.
- 8Platforms a regional paid mix typically spans
- CreativeThe largest single lever in most paid programs
- WeeksHow often creative variants turn over
Auctions Are Climbing And Creative Is The Lever
Auction prices in the region keep climbing. The brands that hold ROAS are not the ones buying more. They are the ones treating creative as a performance lever and sitting buying, creative and audience on one team. Platform automation (Performance Max, Advantage+) is doing more of the buying. The differentiator is now the inputs the team feeds it, from better audiences to sharper creative variants and cleaner signal.
Paid Media Services At Primal
Senior practitioners across every major platform, working from an integrated brief so creative, audience and buying compound across channels.
Speak To A Paid Practitioner
Media Audits And Strategy
Where the program is working, where it is leaking spend and what the next quarter should look like.
Media Buying And Planning
Channel mix, budget allocation and buying executed by senior practitioners across the major platforms.
Performance Marketing (Meta, Google, TikTok, LINE)
Full-funnel paid across the platforms where regional buyers actually convert.
Audience And Targeting Strategy
Better inputs into platform automation, from cleaner audiences to sharper segments and fewer wasted impressions.
App Marketing
Install, activation and in-app revenue across iOS and Android, with privacy-safe attribution.
Retail And Programmatic Media
Retail media networks and programmatic inventory planned alongside the rest of the paid program.
“The teams holding paid performance in this market are the ones treating creative as the lever and giving senior practitioners the room to act on what they see.”
Milk, Performance Marketing Manager, Primal
Every Channel Your Buyers Actually Use
The channel mix is planned against where the category converts, then bought and measured as one program.
Meta
Facebook and Instagram, full-funnel across feed, Reels and Advantage+.
- Feed
- Reels
- Advantage+
Google
Search, Shopping, YouTube, Display and Performance Max.
- Search
- Shopping
- YouTube
- Display
- Performance Max
TikTok
Short-form video and commerce for the region’s highest-attention feed.
- Short-form video
- Commerce
LINE
Reach and messaging inventory on Thailand’s daily-use platform.
- Reach
- Messaging
Retail Media
Marketplace and retail networks, planned alongside the paid mix where the category supports it.
- Marketplaces
- Retail networks
Programmatic
Display and video inventory beyond the walled gardens.
- Display
- Video
How A Primal Paid Media Engagement Runs
A 5-stage engagement model. The program runs from a structured audit of where the current paid mix is working and where it is underperforming, into planning, build and activation, with reviews that adjust as the market and the engagement evolve.
Audit
Where the program is working, where it is underperforming. Senior practitioners review the current paid mix against the commercial outcomes that matter.
Our Performance Media Work
Fast Food
McDonald’s19.96x ROAS Against The Previous Campaign19.96xROAS against the previous campaign355%Increase in web purchases929%Increase in ad recall liftA launch for a new menu line in 3 phases, from teaser and demand generation to consideration and action.View case study 
Multi-Market
Under Armour350% Reduction In Cost Per Order Over 6 Months350%Reduction in cost per order266%Increase in reach across 7 countries2,506%Increase in ad recall liftBoosting revenue growth for Under Armour in 7 markets across Asia for brand.com and marketplace.View case study 
E-Commerce
Onitsuka Tiger120% Increase In Revenue Over 3 Months120%Increase in revenue118%Increase in transactions22%Improvement in conversion ratePaid media across Google Search, Shopping, Display and Performance Max, focused on online sales for a brand that does not discount.View case study
Certified Platform Partnerships
Primal holds partner-level relationships with the platforms your media runs on, with the access and support tiers that come with them.
More On Paid Media In The AI Era
Paid media has shifted from buying media to running an integrated creative-and-audience program. Platform automation (Performance Max, Advantage+, Smart Bidding) does more of the buying. The differentiator is increasingly upstream. Which audiences are built, which creative variants are tested, which signal is fed back into the model. The teams holding performance are the ones treating buying, creative and audience as one motion rather than 3 handoffs.
Trusted By Ambitious Brands
An integrated paid program across Meta, Google, TikTok and LINE. Led by senior practitioners, accelerated by INSTINCT®. Request a working session reviewing your current paid program, where it is compounding and where the spend is underperforming.
Request A Paid Media ReviewYour Paid Media Questions Answered
What does Primal mean by paid that works harder quarter over quarter?
A paid program that is reviewed in line with the engagement, with creative, audience and buying treated as one motion rather than 3 handoffs. The intent is for the same budget to compound. Better inputs into the platforms over time, sharper creative variants, cleaner audience signal and a measurement frame the team can act on.
Which platforms do you actively buy on?
The core paid mix runs across Meta, Google, TikTok and LINE, alongside retail media networks and programmatic inventory where the category supports it. The platforms in any given engagement are selected against where the buyers actually convert, not against an account-wide template.
How fast do you adjust paid programs?
The program runs against the engagement and the market rather than a fixed cadence. Creative variant cycles tend to turn over in weeks, audience adjustments in line with what the platforms show and structural changes when the results justify them. The intent is to react in line with what the data shows, not to commit to a rhythm that does not match the category.
How do you measure performance across channels?
A measurement framework is built into the planning stage so the platforms are not measured in isolation. Privacy-safe attribution, platform-reported results and the client’s own commercial data are reconciled against the outcomes that matter (revenue, qualified leads, app revenue) rather than against vanity metrics.
Who owns the paid program at Primal?
Senior practitioners lead the program from the planning stage, working with the creative, audience and data specialists. The program is then owned and delivered by an integrated Primal team across performance, creative, search and data, with senior practitioners brought in for material reviews.
Other Capabilities You May Be Considering
Search
SEO and AI search visibility planned together, across the platforms buyers now use to discover brands.
Creative
Brand and campaign craft developed against the paid program, led by senior creative practitioners.
Social
Owned audience development that feeds the paid program with sharper creative and warmer signal.
Data
Measurement and intelligence wired through every engagement, accelerated by INSTINCT®.