IDEAInstitute of Digital Excellence & AdvertisingServices · Demand
Paid Media: Google, Meta, TikTok, YouTube, DV360
IDEA plans and runs paid campaigns on Google Ads, Meta, TikTok, YouTube and DV360 for small and mid-sized businesses in Poland, Germany and international markets. The job is the step after visibility: once ChatGPT, Perplexity or Google AI Overviews have named you, the campaigns bring that interest to an enquiry. We report enquiries and their cost, not impressions and clicks.
Why paid media sits next to GEO
When an AI assistant names three companies in its answer, the reader does not buy on the spot. They search for the names, compare sites, look at reviews, and come back later. Each of those steps is a place where interest can be lost: a competitor's ad on your brand query, a landing page that does not answer what the AI said about you, no reminder a week later.
Paid media closes those gaps. We do not use ads to replace visibility in AI answers, and we do not claim that ad spend changes what a model says about you. We use ads to make sure that interest created by the answer ends in an enquiry.
Platforms and what each one is for
Google Ads. Demand that already exists: people searching for your category, your brand and your competitors. This includes brand searches that start after an AI recommendation.
YouTube. Video for consideration: explaining a product or service to people who are comparing options, and reaching audiences that have already visited your site.
Meta (Facebook, Instagram). Reach and remarketing for audiences defined by interest, behaviour and your own customer lists. Lead forms where a short path to enquiry works better than a site visit.
TikTok. Reach in younger audiences and categories where short video drives the first contact with a brand.
DV360. Programmatic buying across display, video and connected TV inventory for larger budgets that need reach control, frequency caps and brand-safety settings beyond what the self-serve platforms offer.
We recommend a platform mix after the audit, based on where your buyers are and what budget is realistic. Not every business needs all five.
What is included
The structure below describes the standard engagement. The exact scope is agreed after the audit.
- Account and tracking audit. Current campaigns, account structure, conversion tracking, analytics setup, what is measured and what is missing.
- Measurement setup. Conversions defined as enquiries, calls or sales, not page views. Tagging, consent mode and CRM or form connections where needed.
- Strategy and media plan. Platforms, audiences, budget split, targets per channel.
- Campaign build. Account structure, keywords and audiences, ad copy, creative briefs for static and video formats.
- Landing page review. Whether the page answers the same questions AI answers and buyers ask. Recommendations, or a hand-off to your web team.
- Running and optimisation. Bids, budgets, search terms, audiences, creative tests.
- Reporting. Enquiries, cost per enquiry and their quality, with a plain explanation of what changed and why.
We make the creatives and the video ourselves. Reports are in an online dashboard, with calls once a week and a second one when needed.
How we work
- Audit. We look at your accounts, tracking and current results. The audit of your ad accounts takes 24 hours.
- Plan. You get a media plan with platforms, budgets and the target cost per enquiry.
- Launch. Campaigns go live after tracking is checked end to end.
- Optimise. Regular changes based on enquiries, not on traffic.
- Connect with GEO. If we also run GEO for you, the weekly AI citation report and the campaign data are read together: which questions AI names you for, and whether those buyers reach the site and enquire.
Who it is for
- Marketing and digital managers who need paid campaigns tied to enquiries and an agency that can explain the numbers.
- Business owners who run ads themselves or with a freelancer and do not know which part of the budget works.
- Companies working on visibility in AI answers that want to capture the demand it creates.
Results
See all results on the cases page.
Questions and answers
How much does Google Ads management cost in Poland?
Management starts from 2,500 zł per channel per month. If your monthly ad budget is above 25,000 zł, we add 10% of the budget. The minimum ad budget is 3,000 zł or 600 EUR per month. The ad budget itself is paid to the platforms separately. We agree the budget after the audit, based on your market, the cost of clicks in your category and the number of enquiries you need.
Should a small business advertise on Google Ads or on Meta?
It depends on whether demand already exists. If people search for your service, Google Ads usually comes first because it captures that search. If they do not search for it yet, Meta, TikTok or YouTube create the first contact. Many businesses need both in different proportions, and we set the split after the audit.
Can paying for ads get my brand mentioned in ChatGPT or Perplexity?
No. Ad spend does not change which brands the model names in its own answer. That is the work of GEO. Paid media helps after the answer: it brings the people who heard your name to an enquiry.
Do I need paid ads if I am already doing GEO?
Not always. GEO puts your brand into the answer; paid media makes sure the interest it creates is not lost to competitors' ads on your brand search or to a weak landing page. If your brand search is clean and the site converts well, a small budget or none at all can be enough.
What is DV360 and does my business need it?
Display & Video 360 is Google's programmatic platform for buying display, video and connected TV inventory across many sites and apps from one place. It makes sense for larger budgets that need precise reach and frequency control. For most small and mid-sized businesses, Google Ads, Meta and YouTube cover the need.
Do you run campaigns in Germany and other markets?
Yes. We work from Warsaw with clients in Poland, Germany and international markets. We prepare ads and creatives in any language the campaign needs.
How fast can you launch campaigns?
Campaigns launch 1 day after the brief. The audit of your ad accounts takes 24 hours.
Can you take over our existing ad accounts?
Yes. We start with an audit of what is running now and keep what works. The ad accounts stay with you.
First see where you stand: in AI answers and in your ad accounts.
The audit shows whether AI assistants name your brand, next to whom, and where the interest is lost on the way to an enquiry. The AI visibility audit is free and takes 2 hours; the audit of ad accounts takes 24 hours.