03 · PPC Media Plan
Paid acquisition. Two channels, measured return.
With a media budget of $3,000–$10,000/month, channel discipline is everything. We recommend
LinkedIn Ads for B2B lead generation and Google Ads for intent capture —
two platforms where every dollar has a traceable outcome.
Budget: $1,200–$4,500/month (~40–45% of media spend)
Campaign Structure
Campaign: Zerovan_LeadGen
- Ad Set A — Decision-Makers (35%): Job title targeting — CTOs, Heads of Payments, CFOs at fintech, e-commerce, and financial services. Single Image Ad → Lead Gen Form. Max Conversions bid.
- Ad Set B — Crypto/Web3 Operators (35%): Skills + industry targeting — blockchain, digital assets, DeFi. Carousel Ad → Lead Gen Form. Max Conversions bid.
- Ad Set C — Adjacent Industries (30%): Seniority + industry targeting — banking, remittance, trading, wealth management. Video/Document Ad → Landing Page.
Targeting Rules
- Geography: English-speaking, crypto/tech-friendly jurisdictions
- Audience expansion: OFF (tight targeting at this budget)
- Lead Gen Form: First Name, Last Name, Company, Work Email + 1 qualifying question
- Exclude: Students, internship, entry-level roles
Benchmarks (Fintech/Crypto)
- Avg CPC: $6–$12
- Lead Gen Form conversion rate: 3–8%
- Est. CPL: $75–$400
- Minimum budget per ad set: $400/month
Budget: $1,050–$4,000/month (~35–40% of media spend)
Campaign Structure
Campaign: Search_BOF_Intent
- Ad Group A — Core Keywords (45%): 8–12 phrase-match + 3–5 exact-match keywords on payment processing, crypto on/off ramp, digital asset custody. RSA with 12–15 headlines. Negative: "free," "jobs," "reviews."
- Ad Group B — Adjacent Keywords (30%): 6–10 phrase-match variants — stablecoin settlement, cross-border payments, Web3 infrastructure.
- Ad Group C — Brand + Competitor Defense (15%): Brand name (exact + phrase) + competitor names — low volume, defense positioning.
- Remarketing — Display (10%): Website visitors (30-day cookie). Responsive Display. Frequency cap: 3–4/day.
Targeting Rules
- Geography: Match business jurisdiction; start English-speaking markets
- Device: Desktop priority for B2B fintech (mobile bid adjustment −10% to −20%)
- Ad schedule: Business hours in target timezones (Mon–Fri, 6am–10pm)
- Landing pages: Dedicated pages per keyword theme — not homepage
Benchmarks (Fintech/SaaS)
- Avg Search CPC: $2–$8
- Conversion rate: 3–10%
- Est. CPA: $20–$260
- Display remarketing CPM: $2–$6
LinkedIn
Lead Gen Form
→
CRM
Enrichment
→
Email
Nurture
→
Sales
Qualified Lead
Pilot Success Criteria (4-Week Campaign)
Agency Fee Structure — PPC Management
Model: 25% of monthly media spend — the industry floor for accounts under $10K/month.
Example at $6,000/month media spend:
- Media spend: $6,000
- Agency management fee (25%): $1,500
- Creative support (optional): $400–$600/month (3–4 statics + ad copy)
- Total monthly: $7,400–$8,100
What the management fee covers:
- Campaign strategy & architecture design
- Audience research & targeting setup
- Ad creative brief & copywriting
- Campaign build-out across platforms
- Conversion tracking & pixel implementation
- Weekly bid/budget optimisation
- Search term mining & negative keyword management
- A/B creative testing (2 variants per ad set)
- Weekly performance reporting
- Biweekly client sync (30 min)
- End-of-campaign report with Month 2 scale recommendation
Excluded (separate scope):
- Creative production (video, design) — separate retainer or client-provided
- Landing page development — client dev team or separate project scope
- Third-party tools (CallRail, SEMrush) — subscriptions billed separately
- Additional platforms beyond LinkedIn + Google — add $300–$500/platform
4-Week Paid Media Flight Plan
Scale Path — Month 2+
Pre-Launch Checklist
Important note on fintech/crypto advertising: Google Ads and LinkedIn both restrict cryptocurrency,
financial services, and digital asset advertising. Campaigns must undergo platform pre-clearance. Approval timelines
vary (3–10 business days). We factor this into Week 0 and will not launch until all platforms have green-lit the
creative. In the event of a platform rejection, we pivot budget to the approved channel(s) with zero downtime.