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Brand and sales in one plan
Running only conversion ads makes costs climb as few people know the brand; building only the brand makes sales hard to see. Adtek splits budget across both and measures them with one set of metrics.
When to use this service
Consumer brands selling on their website and marketplaces, growing but facing rising cost per order, or preparing for a major shopping season.
What Adtek does
Build the digital brand strategy, plan multi-channel communications, and run ads on Meta, Google, TikTok and marketplace ads.
Measure the full buying journey against real revenue and adjust the split between awareness and conversion at each stage.
Always running sales ads, and cost per order keeps rising
When few people know the brand, sales ads compete for the same small audience and cost per order climbs. On the other hand, brand-only work struggles to prove sales.
Adtek puts awareness and conversion in one plan, with one message and one way of measuring.
Get a consultation
Four steps linking brand to sales
Start from business numbers to know how much can be spent, then choose messages and channels.
Numbers
Review revenue, margin and cost per new customer to know how much can be spent on advertising.
Message
Agree on positioning and a shared message, then turn it into content for each channel and each stage of the purchase journey.
Execution
Run awareness and conversion ads on Meta, Google, TikTok and e-commerce marketplaces on one shared calendar.
Measurement
Reconcile website and marketplace revenue with ad spend, and adjust budgets weekly.
One plan for both brand and sales
Run separately, each side optimizes its own metrics; combined, the whole funnel points to revenue.
Brand and performance run separately
Two teams, two budgets, two sets of metrics; awareness and conversion messages don't match.
Pros
- Each team focuses on its own metrics
Cons
- Fragmented messages across channels
- Hard to tell how much awareness spend contributes to sales
One plan for the whole funnel
Budget is split between awareness and conversion, with a shared message, calendar and metrics, reconciled with real revenue.
Pros
- Awareness and sales grow together, with budgets adjusted by phase
Cons
- The impact of awareness work takes a few weeks to show clearly in sales
The top of the funnel builds awareness, the bottom drives sales
Each stage has its own role; the budget split between stages changes with seasons and business goals.
Awareness
Make the brand the first one people think of.
- Brand campaigns that raise awareness
- Broaden the target audience
- Long-term impact on organic growth
Launch
Create quick buzz for a new product or program.
- Press coverage combined with Google, Facebook and YouTube ads
- Drive immediate purchases during the launch
- Content matched to the right touchpoint, context and timing
Conversion
Move customers to buy.
- Conversion ads on the website and e-commerce marketplaces
- Retarget people who viewed or added to cart
- Scale conversions within the allowed cost
Channels and tools
Adtek handles strategy, advertising and measurement; day-to-day store operations stay with the brand team or the marketplace operator.
Measured by real revenue
Reports are reconciled with revenue in the sales system and marketplace reports, not just ad platform figures.
Revenue and budget
- Website and marketplace revenue versus spend
- Cost per order and per new customer
- Budget split between awareness and conversion
Brand
- Reach and frequency
- Video view rate and engagement
- Growth in branded searches
What businesses often ask about Brand Commerce
Does Adtek guarantee ROAS?
Adtek does not promise a fixed ROAS before reviewing the data. Targets are set after a discovery session, based on the business's margins and real data.
Does Adtek run marketplace stores?
Adtek handles strategy, advertising and measurement. Day-to-day store operations stay with the brand team or the marketplace operator, with a shared calendar and data.
How is budget split between awareness and conversion?
It depends on the phase: product launches lean toward awareness, shopping seasons lean toward conversion. The split is adjusted weekly based on real revenue.
Should a new brand start right away?
It can start with a moderate budget, prioritizing a clear message and efficient conversion channels, then gradually increase awareness spend once sales data is in.
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