Demand generation that closes the loop, not just the impression.
Senior-led, full-funnel paid media across every channel that matters, with server-side tracking and cross-channel retargeting wired in from day one. We make the channels talk to each other. The dashboard finally tells you which one actually paid for itself.
WHAT DEMAND GEN ACTUALLY IS
A combination service. Not a channel.
PPC is a channel. Paid social is a channel. Demand Generation is the layer above both: one strategy, one tracking stack, one attribution model, all the channels orchestrated together so they stop competing for credit and start compounding.
TOP OF FUNNEL
Awareness
Demand creation. Get in front of buyers before they search.
YouTube
Display
Meta
MID FUNNEL
Consideration
Educate, qualify, nurture. Build the memory that pays off later.
Quora
Discovery
Gmail
BOTTOM FUNNEL
Conversion
Capture the demand the other layers created. Close the loop.
Bing
Meta
Apple Maps
ACROSS ALL STAGES
Cross-channel retargeting
The single biggest leak in most accounts. We treat it as its own swimlane, not a feature toggle.
YouTube
Display
Discovery
Gmail
WHY MOST DEMAND GEN PROGRAMS UNDERPERFORM
Three structural leaks show up in almost every full-funnel account.
After a decade running paid across every major channel, the same three leaks come up regardless of industry, budget, or whether the team is in-house, agency-of-record, or a freelancer ladder.
01
Channels run in silos. Credit gets fought over, not assigned.
Google says it drove the lead. Meta says it drove the lead. LinkedIn says it drove the lead. They all use last-click. No one is wrong inside their own platform, and the operator has no way to tell what actually moved the deal.
02
Tracking is broken before the budget even gets there.
iOS14 cut a hole in the data three years ago. Most accounts still have not patched it. Conversions API never deployed. GA4 misconfigured. Smart Bidding optimising against noise on every channel at once.
03
Cross-channel retargeting treated as a feature toggle.
The single biggest cheap-revenue play in paid is the warm-audience retargeting layer across YouTube, Display, Discovery, and Gmail. Most accounts either don’t run it, or run it on a $100 monthly budget and call it covered.
THE FEATURED LEVER
What cross-channel retargeting actually looks like when it's run right.
One client. Four Google Ads networks layered on top of Search. A retargeting swimlane treated as its own budget line, not a feature toggle. Two years of compounded data, on the dashboard you’d see if you opened the account tomorrow.
ROAS · RETARGETING LAYER
ATTRIBUTED CONVERSIONS
REVENUE · RETARGETING ONLY
NETWORKS:
YouTube · Display · Discovery · Gmail
Schrack Technik · April 2024 → December 2025 · cross-network retargeting stack on top of Search · screenshots on request.
WHAT'S INCLUDED
Every Demand Gen retainer includes the same senior-led stack.
No “starter packages.” No tiered “Bronze, Silver, Gold” theatre. One operator, one stack, the full build, every channel pointed in the same direction.
[Server-side tracking & CAPI]
[GTM server container, Conversions API for Meta, enhanced conversions for Google, deduplicated events, iOS14 patched on day one.]
[Cross-channel retargeting stack]
[YouTube, Display, Discovery, and Gmail running as a dedicated swimlane, fed by every channel’s warm audiences. Not a checkbox; a budget line of its own.]
[Conversion value framework]
[Monetary value assigned to every lead type and event. Smart Bidding finally optimising for revenue, not form volume.]
[Looker Studio dashboard]
[One live dashboard. Cost, conversions, revenue, ROAS by channel and by funnel stage. No PDF theatre.]
[GA4 + cross-channel attribution]
[GA4 rebuilt around real revenue events. Cross-channel attribution model layered on top of platform-reported numbers. The dashboard tells the truth.]
[Full-funnel paid media]
[Awareness on YouTube and Display, consideration on LinkedIn and Reddit, conversion on Google and Meta. One strategy, every layer running.]
[Offline conversion uploads]
[CRM exports back into Google and Meta on a scheduled cadence. The channels learn from the deals you actually close, not the ones you guess at.]
[Senior on Slack, no AM layer]
[Bi-weekly performance review, monthly strategy call, direct line to the operator running your accounts.]
VS. THE ALTERNATIVES
How our approach is different from the rest.
The boring, honest comparison. The kind of table you wish every agency put on their site, and exactly none of them do.
What you actually get
Senior specialist per channel, with 10+ years on it (PPC and Paid Social run by different people, not one generalist)
Hard cap at 7 active clients, agency-wide
Server-side tracking and Conversions API deployed before scaling spend
Cross-channel retargeting as its own swimlane with its own budget
Cross-channel attribution model layered on platform reports
Offline conversion uploads from CRM into Google and Meta
Audit document is yours, even if you walk after
Direct Slack with the operator, no account-manager middleware
TYPICAL FULL-SERVICE AGENCY
CHANNEL SPECIALIST
WE SPEAK ADS
Start with the Full Advertising Audit. Walk away with it.
A paid, one-time audit of every paid channel you’re running: Google, Meta, LinkedIn, YouTube, the tracking stack underneath, and the landing pages on the other end. You get the full document, a custom strategy, and a channel-by-channel kill or scale list. Whether we keep working together is your call; the work is yours either way.
Onboarding • 21 days to live
From kickoff to clean cross-channel spend in under a month.
No “discovery sprint” billed for 60 days. Here is what happens, week by week, on every Demand Gen retainer.
- Week 0
Discovery & access
Kickoff call, access to every paid channel, ICP and revenue-event briefing, current attribution snapshot. We map what a lead is actually worth before we touch a single budget.
- Week 1
Full audit
Channel-by-channel teardown across Google, Meta, LinkedIn, YouTube, and anything else live. Conversion tracking and GA4 audited. Tracking debt itemised.
- Week 2
Tracking & attribution
Server-side GTM and Conversions API deployed. GA4 rebuilt around revenue events. Conversion value framework signed off. Offline upload pipeline scoped.
- Week 3
Cross-channel build
Channel architecture redrawn per funnel stage. Cross-channel retargeting swimlane built across YouTube, Display, Discovery, and Gmail. Audience exclusions configured everywhere.
- Week 4
Launch & senior review
Live cross-channel campaigns. First bi-weekly review. Kill or scale calls applied. Looker Studio dashboard handed over with a 10-minute Loom.
- Day 45
Attribution check
Cross-channel attribution model layered on top of platform reports. Channel mix reforecast against the actual revenue numbers, not the platform numbers.
- Day 90
Quarterly review
Quarterly business review. Channel-by-channel scale plan and kill list. Every number tied back to revenue. Next quarter’s budget signed off.
DEMAND GEN SUCCESS STORIES
The part where we stop talking and show you the numbers.
B2B · ECOMMERCE · DEVELOPED MARKET
Schrack Technik
YouTube
Discovery
Gmail
SAAS • IT INVETORY • WORLDWIDE
NDA client • SaaS Worldwide
Display
HR APP · SAUDI ARABIA
Maharah
Meta
YouTube
WHAT DEMAND GEN CLIENTS SAY
Dont' take our word for it. Take theirs.
"Two years in, what stands out is the dedication and flexibility. As a company with an already developed market, we were genuinely surprised by the potential their work uncovered, especially the retargeting layer that nobody had touched."
Igor Kulundžić
Marketing director • Schrack Technik
"We came to WSA with a Google Ads account that was technically running but not really performing. The team quickly identified the core issues and restructured everything, from keyword quality to audience segmentation. What stood out was how they approached it methodically - no shortcuts. Over time, we saw meaningful improvements in both lead volume and lead quality, which, for us, was the real measure of success. The majority of leads generated were sales-qualified, which made a real difference to our pipeline."
Carlos
Head of Marketing - NDA Client
"They scaled in-app revenue past anything we'd projected, with a clean read on attribution from day one. A 40× ROAS quarter is no longer a fluke."
Mustafa
Marketing Director - Maharah HR App
The questions you'd ask anyway
Demand Gen FAQs. The honest ones.
What does the Full Advertising Audit include, and what does it cost?
A paid, one-time audit of every paid channel you have running, plus the tracking and landing pages underneath. Google Ads, Meta, LinkedIn, YouTube, Bing; the conversion tracking (GTM, GA4, server-side, Conversions API); and the pages traffic actually hits. You walk away with a written document: account-by-account teardown, attribution snapshot, cross-channel kill or scale list, conversion value framework, and a custom growth strategy. Whether you continue with us or run it internally is your call; the deliverable is yours either way.
How is Demand Generation different from PPC or Paid Social?
PPC is a channel. Paid social is a channel. Demand Generation is the layer above both. One strategy that orchestrates Google, Meta, LinkedIn, YouTube, Display, and the cross-channel retargeting stack so they stop competing for last-click credit and start compounding on each other. You can hire us for PPC only or Paid Social only; Demand Gen is what you hire when you want every channel pointed in the same direction.
What is the minimum monthly ad spend for a Demand Gen retainer?
Demand Gen tends to start at $10k a month of media and up. Below that, the cross-channel orchestration math does not really earn its fee; you are better served by a focused PPC or Paid Social retainer plus the audit. Above $30k, this is where Demand Gen earns its keep, because the leaks between channels are usually bigger than the leaks inside any one of them.
How do you handle cross-channel attribution? GA4? Server-side?
Conversion tracking gets rebuilt before we touch a single budget. Server-side GTM, deduplicated GA4 events, Conversions API for Meta, enhanced conversions for Google, offline conversion uploads from the CRM on a scheduled cadence. On top of that we layer a cross-channel attribution model so platform-reported ROAS stops being the final word. The data is opinionated, and we tell you which opinion we are running with.
You keep mentioning a retargeting layer. Why is that the big lever?
Because in almost every account it is the cheapest revenue available, and almost no one runs it properly. Warm audiences across YouTube, Display, Discovery, and Gmail will outperform cold spend by 10× to 100× ROAS when the targeting and creative match the funnel stage. On one of our accounts the cross-network retargeting layer ran at 110× ROAS over an 18-month window. It is sitting in your account right now, switched off.
Which industries does Demand Gen work besst in?
Demand Gen wins hardest in industries with considered, multi-touch buying decisions: B2B SaaS, B2B industrial, professional services, hospitality groups, mid-to-high-ticket eCommerce. The longer the buying window and the higher the average deal size, the more cross-channel orchestration pays back. For pure-impulse, single-channel businesses, a focused PPC or Paid Social retainer is usually the right fit instead.
How fast can a Demand Gen program go live?
Audit done in 5 to 10 business days. Tracking rebuild and channel architecture in week one and two. Live cross-channels campaigns inside 21 days from kickoff, assuming the tracking is salvageable. If we have to rebuild the entire tracking stack from scratch (it happens, more than you would think), add a week.
What happens if we decide not to continue after the audit?
You keep the document, the swimlane plan, and the creative angles, and we shake hands. The audit is a one-time investment in seeing your account clearly, not a tripwire into a 12-month retainer. Plenty of clients run with the strategy internally; some come back six months later when the in-house workload outgrows the in-house calendar.
Pair with
Three services that sit underneath Deemand Gen.
Alright. Let's actually talk.
Tell us about the business and the number you want to move. We write back inside 24 hours with a real point of view, not a calendar link. Clear yes, clear no, or clear next step.
Partners
The people we build with.
Partners and associates we work alongside on the messier, multi-discipline jobs.
Ads With Steph
PPC & PAID SOCIAL SPECIALISTS
Senior-only Google Ads management for DTC brands spending $20k+ a month.
Protokol.io
END-TO-END TEHNOLOGY DEVELOPMENT
A platform that connects all parts of your business into one system.
Forge Creative
GRAPHIC, WEB DESIGN & MORE
A creative team building brands, websites, and visuals that move the business behind them.
3D Web Studio
3D & GRAPHIC DESIGN
A studio crafting 3D visuals, product renders, and graphic design that make brands look the part.
Hypnodrom
VIDEO PRODUCTION & EVENTS
A video production team and event management crew that turns ideas into film and live experiences.