How we work with clients
Briefing, audit, plan, setup, launch, then a reporting rhythm — knowing the shape in advance saves a lot of meetings.
What this page covers
Most engagements follow a similar path: briefing, audit, plan, setup, launch, then a reporting rhythm. The detail changes with the client, but knowing the shape in advance saves a lot of meetings. Below is what each stage involves and what we need from you at each one.
Before anything is signed
The first conversation
Thirty to sixty minutes, no deck. We ask what you are selling, what you are spending, what you are measuring and what has gone wrong before. You should leave with at least one useful observation whether or not we work together. If we are not the right fit, we say that on the call rather than after a proposal.
Length
30–60 minutes, no slide deck
You bring
Current spend, targets and history
You leave with
One useful observation, fit or no fit
Briefing and scope
If it looks like a fit, we write a short scope: objectives, channels in consideration, technical work needed, timeline and who is responsible for what on both sides. We keep this to a few pages. Long proposals mostly demonstrate effort — the useful parts are the assumptions, the exclusions and the decision points.
Objectives
What the work is supposed to change, written in plain numbers rather than adjectives.
both sides
Channels in consideration
Paid search, paid social, programmatic, retail media and the platform work each one needs.
PPW drafts
Technical work needed
Conversion tracking, data layer events, CRM connections and dashboarding scoped up front.
PPW drafts
Timeline
Ordered stages with realistic durations, including the waiting time for access and approvals.
agreed
Responsibilities
Who on your side approves creative, who owns the analytics property, who signs off budget shifts.
named
Exclusions
What the engagement does not include, stated before the contract rather than discovered during it.
written
Audit before plan
We look at what exists first
Before recommending anything we look at what exists: ad accounts, conversion tracking, analytics, CRM data, past performance. This is where we find the problems that make a media plan pointless. We document what we find, including the parts you can fix yourself without us.
What the audit usually finds
- Conversion tracking that fires twice, or not at all on some forms.
- Audience definitions that overlap heavily across campaigns.
- A CRM with no campaign source field, so offline sales cannot be traced.
- Historical reports that cannot be reconciled with each other.
Plan and measurement setup
The plan names channels, budget split, targeting approach, creative requirements and expected measurement. It also names what we are not doing and why, which is often the more useful half. Measurement gets defined here, before launch: which metrics, from which source, at what cadence. Deciding this afterwards leads to reports built to look good rather than to inform.
Setup and tracking build
Technical setup runs alongside campaign build: conversion tracking, data layer events, CRM connections, dashboards. For programmatic and retail media this includes account structure, audience and exclusion setup, and inventory or placement controls.
Setup takes longer than most clients expect, particularly when a site has legacy tags or multiple domains. It is also the stage where shortcuts cost the most later.
Explore IT and martech technologyLaunch and the first read
We launch in stages where possible: a limited spend to validate tracking and delivery before scaling. The first read usually comes after one to two weeks of data, depending on volume. If something is wrong, it is better to find it at low spend. If something works unexpectedly well, that is also information, and it may change the plan.
Reporting rhythm and optimization
Reporting follows an agreed cadence, with a written view of what changed and what we are doing about it. Not just numbers: the interpretation and the next decision. Optimization work covers bid and budget shifts, audience refinement, creative rotation, placement exclusions and quality checks. We also revisit the measurement setup periodically, because tracking decays.
Ad quality and fraud checks
Running alongside optimization: inventory review, placement lists, viewability and invalid-traffic monitoring. Ad fraud is quiet, and a campaign can look healthy while a share of impressions never had a chance.
We would rather show you a smaller number you can trust than a larger one you cannot. That is a position, not a neutral practice.
What we need from you
- Access to ad accounts and analytics, at least read level.
- A contact who can approve things without a second approval loop.
- Someone who knows how the business actually makes money.
That last one is more important than it sounds. Decisions slow down when approvals sit with someone who does not see the campaign data. We would rather include that person early.
What we do not do
- We do not run engagements without measurement.
- We do not take on work where the budget cannot produce a readable result.
- We do not promise specific returns, because media outcomes depend on factors outside any agency's control.
Saying no early is cheaper for both sides than a contract we cannot deliver against.
Questions clients ask before the first call
How long before we see results?
Tracking and setup typically take two to four weeks depending on complexity. The first meaningful performance read usually comes one to two weeks after launch, and optimization is ongoing.
Do we need to sign a long contract?
Engagements are scoped in stages, starting with audit and setup. Longer commitments are usually a commercial decision, not a requirement of the work.
Who runs the day-to-day?
A named lead on our side, working with your marketing contact. Technical work is done by the same team that planned it, not handed to a separate department.
Next step
Bring the numbers you already have
A first call works best when we can look at real spend, real tracking and real reporting history. Send what you have and we will tell you where we think the gaps are before any scope is written.
Where we are
PPW Sp. z o.o.
ul. Stanisława Przybyszewskiego 91-99, lok. 15
93-126 Łódź, Poland
Monday to Friday, 9:00 AM – 6:00 PM