Attention: digital marketing agency

The problem

Ten client projects at once, each with its own audience, budget and language, and a team of seven covering content, design, video and paid. Georgia is a small market: reach is finite, the same people see the same ads, and cost per thousand impressions climbs fast once creative stops holding attention. Running that many projects in parallel usually means one of two failures, either quality drops to keep the calendar full, or budgets quietly leak into repeat impressions nobody is counting.

Results

All ten ran in parallel for fifteen months without quality dropping, and the paid side beat the local market on every unit metric.

Reach in fifteen months

5.3MReach in fifteen months

CPM, against a market of $3.50 to $5

$2.78CPM, against a market of $3.50 to $5

Median cost per lead

$2.74Median cost per lead

• Frequency held at 1.60, so budget was not spent showing the same ad to the same people
• Creative was built separately for Georgian, Russian and English rather than translated
• A team of seven: content makers, a designer, a videographer and paid media
• Weekly plan against actual for every project, in one table

What I did

01

Produced everything in house

Content and ad creative for all ten projects came from the same team, which is what kept cost per output down and made it possible to change a creative the same week the numbers asked for it.

02

Built creative per language, not per translation

Georgian, Russian and English audiences got their own creatives rather than one set with swapped captions. A translated hook loses the thing that made it work, and in a market this size the difference shows up in CPM within days.

03

Put every project on one weekly table

CPM, CTR, CPA and frequency, plan against actual, for all ten projects in a single view. A slipping project was obvious in week one.

04

Ran the team and the client side

Seven people across content, design, video and paid, plus the client communication and reporting for every project. The reporting used the same table the team worked from, so nobody was reconciling two versions of the truth.

The visual system

Takeaway

CPM at $2.78 against a market of $3.50 to $5 is the whole argument: creative that holds attention buys cheaper impressions, and cheaper impressions are what let ten projects run in parallel without one of them subsidising the rest.