Growth · Paid-media governance · 07
Meta, LinkedIn and Microsoft Ads governance
Meta, LinkedIn and Microsoft Ads governance applies the same flat-fee discipline to platforms beyond Google where the evidence shows they earn their place: Microsoft Ads for search intent the organization already captures on Google, LinkedIn for defined professional audiences, Meta where the audience and the inquiry path justify it, each measured against cost per qualified inquiry and each governed, reduced or stopped on the evidence. It is needed when spend has spread across platforms without evidence of which ones produce inquiries, when an agency recommends every platform, when a professional audience is reachable through one platform in particular, or when the organization wants one governance standard across all paid media. The governance produces the platform assessment, the governed campaigns where warranted, the same tracking integrity and monthly note as the Google work, and the evidence that each platform earns its place.
Scope
What the review covers.
- Platform assessment against the organization’s buyers and inquiry evidence
- Campaign governance on the platforms retained
- Conversion tracking integrity per platform
- Budget allocation across platforms against cost per qualified inquiry
- Monthly note and quarterly review across all platforms
- Platform retirement where evidence does not support spend
Deliverables
What you receive.
| Deliverable | Form |
|---|---|
| Platform assessment | Which platforms are warranted, with evidence |
| Governed campaigns | On the platforms retained |
| Cross-platform report | Inquiries and cost by platform, monthly |
| Retirement record | Platforms stopped, with reasoning |
Prerequisites
What we need from you.
- Access to the platforms in use and their conversion sources
- The qualified inquiry definition and the audience the organization serves
- Agreement that platforms may be stopped on the evidence
Related
Where this sits.
By David Selakovic · Published 2026-10-16 · Revised 2026-10-16 · Reviewed every 180 days
Questions
Asked before engaging.
Should we be on every platform?
Rarely. Each platform is assessed against evidence that your buyers are there and inquire from there. Most organizations need fewer platforms than they run.
Is this included in every plan?
Platform scope varies by plan and is set out in the confidential proposal. Governance of Google Ads is part of the higher plans.
Is the fee affected by spend?
No. The fee is flat on every platform, which is what makes a recommendation to stop a platform possible.