Services
Paid Media
Every paid channel, bought like performance — outcomes, not impressions.
Paid Media is where That's It Media buys measurable outcomes across every channel that can be optimised to a return — paid search and social, programmatic, and broadcast bought like performance.
We plan the channel mix around your economics, test creative and audiences hard, and pace budget to CPA, ROAS and payback — with source-level transparency and compliance baked in for regulated markets.
Paid Media services
Performance Media
Paid search and paid social bought and optimised for measurable return.
ExplorePerformance Programmatic
Open-web and in-app programmatic — display, native and video — bought like performance.
ExploreBroadcast Media
TV, CTV, YouTube, radio, Spotify and digital OOH — audience-matched and measured to real outcomes.
ExploreChatGPT Ads
Early-mover paid placement inside AI chat — markets, costs, tracking and how to prepare.
ExploreHow do we decide which paid channels to run?
We start from your unit economics, not a channel wishlist. What a customer is worth, how fast you need payback, and how much volume each channel can realistically deliver at your target CPA decide the mix.
Most plans have three layers. Search captures demand that already exists. Paid social and programmatic create and shape new demand. Broadcast, meaning CTV, YouTube, audio and DOOH, adds reach that lifts everything else. Budget moves between them weekly, based on what the numbers say.
Capture demand
Google and Microsoft search, Shopping and Performance Max, plus ChatGPT Ads where your category is eligible. The highest-intent clicks are bought first.
Create demand
Meta, TikTok, YouTube and programmatic display, native and in-app, with creative tested at volume.
Add reach
CTV, Spotify and DOOH video, matched to mobile and measured through to on-site action.
Measure it as one plan
Server-side tracking, a single source of truth for CPA and ROAS, and incrementality tests that show which spend actually added customers.
What makes paid media work in regulated markets?
Most of our clients operate in regulated or restricted categories, such as iGaming, financial products and other high-scrutiny sectors. In these markets, platform policy, licensing and certification decide what you can buy before performance even comes into it.
We handle platform certification, age-gating, market-by-market compliance and approval trails as part of the media buy, not as an afterthought. That's how campaigns keep running when policies tighten.
Paid Media insights & guides
Brand Term Bidding: Should You Pay for Your Own Brand Name? (With an −80% CPA Case Study)
Should you bid on your own brand keywords? What the research says, how competitor bidding and Performance Max change the answer, and how one casino brand cut brand CPA by 80%.
ChatGPT Ads Explained: How Ads Get Matched to Conversations
How ChatGPT Ads actually work — context hints vs keywords, how an ad gets matched to a conversation, custom audiences, and how it compares with Google Ads targeting.
CTV Advertising for Performance Marketers: How to Buy It, Measure It and Pair It with Spotify
How to buy Connected TV like a performance channel: addressable buying, attribution, incrementality, the pitfalls, and why Spotify and DOOH video work alongside it.
Which DSPs Can Optimise to FTDs? Programmatic for Regulated Gambling in 2026
Which programmatic DSPs allow regulated gambling advertising, which can optimise bids to first-time deposits, and how to set up FTD tracking, PMPs and compliance controls.
How to Advertise on ChatGPT: Ads Manager Setup, Ad Specs and What the Ads Look Like
A step-by-step guide to buying ChatGPT Ads in 2026 — account verification, campaign structure, context hints, ad specs, tracking and the settings to check before you launch.
Read Your PPC Account Like a Book: The Column Layout That Tells the Story
The first thing we do in any PPC account: reorder the columns to mirror the funnel so the data reads like a story. A practical dashboard technique from a performance agency.
Google Ads in 2026: How the Platform Actually Works Now
How Google Ads really works in 2026 — AI Max, Performance Max, Smart Bidding and the controls that still matter — explained plainly by a founder-led performance agency.
Paid Media FAQs
What is included in paid media management?
Channel planning, campaign build, creative testing, bid and budget management, conversion tracking (including server-side), and weekly reporting against CPA, ROAS and payback. We manage search, paid social, programmatic, broadcast and ChatGPT Ads under one plan.
How much budget do you need for paid media?
Enough for each channel to get a readable result inside a few weeks. That depends on your CPA: a channel needs enough conversions to optimise. We'll tell you up front if a budget is too thin to test a channel properly, rather than spreading it across too many.
Do you manage paid media for iGaming and regulated brands?
Yes. That is where much of our experience sits: regulated casino, sportsbook and other high-scrutiny categories, with platform certification, compliance and age-gating built into how we buy.
How do you measure whether paid media is working?
Against business outcomes: CPA, ROAS, first-time deposits or revenue, and payback period, reconciled with your own data. Where a channel's own attribution is unreliable, we use holdout and geo tests to measure incremental lift.