PeaksLane PeaksLane
CAMP 2  ·  3,600 M  ·  OMNICHANNEL OPERATIONS

Campaigns run by people
who've sat in every seat.

Brand side, agency side, platform side — we've traded from all of them. Camp 2 is the engine: hands-on omnichannel operations across programmatic and social — setup, trading, bidding strategy, optimisation and QA on the platforms your media actually runs on. We apply our own optimisation logic on top of platform machine learning, with transparency on what is being optimised and why, documented so you can see exactly what changed. Aggressive CPA optimisation or Green Programmatic supply paths with a lower carbon footprint — either way, without the agency bloat.

Talk to an operator See the bidding strategy
Camp 2 · The Quiet Cost
Why this camp exists

The quiet cost of unoptimised media.

Under-optimised accounts rarely announce themselves. Campaigns deliver, dashboards fill, invoices arrive — and the money that could have worked harder simply never shows up in a report. These are the patterns we see again and again.

  • Set-and-forget campaigns. Launched carefully, then left to coast — pacing drifts, frequency creeps, and "live" quietly stops meaning "optimised".
  • Account structures that grew like weeds. Every quarter added campaigns; nobody ever pruned. Now naming is folklore and no two line items are comparable.
  • A bid strategy nobody has revisited. Set at launch against last quarter's objective, left running against this one — the algorithm is optimising perfectly toward a number that stopped mattering.
  • Wasted spend nobody hunts. Overlapping audiences, forgotten placements, fees stacked along the supply path — leakage that persists precisely because no one owns finding it.
  • Teams administering tools, not improving outcomes. Capable people spending their week on trafficking tickets and screenshot decks instead of trading decisions.
The Gear · What We Operate
Platform coverage

The platforms your media actually runs on.

Not a certification wall — a working toolkit. These are the consoles we're inside every day, across programmatic and paid social, on our clients' contracts and seats or on managed access, whichever fits.

DV360 CM360 SA360 Google Ads The Trade Desk Meta LinkedIn Other major platforms
Foundations

Campaign setup & QA

Builds that are right before they're live: trafficking, targeting, creative assignment and measurement checked against a written QA framework — not a memory.

The daily climb

Trading, pacing & optimisation

Bids, budgets, frequency, supply — worked in deliberate optimisation cycles with a change log, so performance improves on purpose rather than by accident.

The engine

Bidding & pricing strategy

CPA, CPM, ROAS or a deliberate blend — the bid strategy is chosen against the objective, sized against the funnel, and rewritten when the objective moves.

Hygiene

Structure & naming

Account and naming conventions your analysts can query, plus clear reviews of where spend is going before it becomes an impression.

The Engine · Bidding Strategy
Programmatic trading

Two routes up the same face. You'll always know which one you're on.

Every bid is a trade between what an impression costs and what it is worth to you. PeaksLane sets that trade deliberately, against the number you are actually judged on — and writes the route down, so nobody has to infer the strategy from a CPM report.

Route A · Performance

Aggressive CPA optimisation

When the number you're judged on sits at the bottom of the funnel.

Optimises for
Cost per acquisition and the actions behind it — bids derived from what the conversion is worth, not from a flat CPM ceiling.
Levers we pull
Bid strategy and value rules, audience and placement pruning, frequency caps, dayparting on measured performance, creative rotation weighted to what converts.
The honest trade-off
Chasing CPA alone narrows delivery. We cap how far the pool can shrink and report the reach given up against the efficiency gained.

Reported on: CPA, conversion volume, incremental reach lost

Route B · Sustainable

Green Programmatic supply paths

When efficiency has to count carbon, not only cost.

Optimises for
A lower carbon footprint per thousand impressions alongside CPM efficiency — shorter supply paths, fewer redundant hops, cleaner and more attentive publishers.
Levers we pull
Supply-path optimisation toward direct and curated routes, exclusion of high-emission and made-for-advertising inventory, file-weight discipline on creative, and the emissions data your DSP and supply partners already publish.
The honest trade-off
Carbon reporting is only as good as the data platforms expose. We report the method with the number, and we won't quote a figure we can't source.

Reported on: gCO₂e per thousand impressions, CPM, path depth

Most accounts end up running a blend of the two — and the blend is written down, not implied.

The Rope · Three Ways to Use Us
Advise When you need honest eyes

Find out what your accounts are really doing.

We go through your platforms the way an auditor goes through books — and report what's actually there, in plain language, with the evidence attached.

  • Rescue audits for campaigns that are live but underperforming
  • Full account reviews: structure, settings, targeting, measurement
  • Wasted-spend hunts — overlap, fees, forgotten line items
  • Prioritised fix list your team (or we) can execute immediately

Best when: you suspect something's off but nobody has the time — or the platform depth — to prove it.

Build When it needs doing properly

Set up once, correctly, with the working shown.

New platform, new market, or a structure that finally needs untangling — we do the build, document it, and leave behind conventions your team can keep without us.

  • Campaign and account setup across major programmatic and social platforms
  • Platform migrations without losing history or measurement
  • Naming conventions and structure standards, written down
  • QA frameworks so every future launch clears the same bar

Best when: the next quarter's plan deserves better plumbing than the last quarter's.

Run When you want it handled

Fully managed trading — with a paper trail.

We take the day-to-day: pacing, bids, budget moves, creative rotation, weekly optimisation cycles. Every change is logged and explained, so handing us the keys never means losing sight of the road.

  • Bidding strategy run to your route — CPA-led, CPM-led or a stated blend
  • Green Programmatic supply paths where a lower carbon footprint matters
  • Ongoing campaign management and in-flight optimisation
  • Documented change logs — what moved, why, and what happened next
  • Pacing and delivery monitoring across platforms
  • Regular reviews in your language: outcomes, not console jargon

Best when: you want the account actively worked every week without hiring a trading desk.

The fourth way · In-housing

Or: we work ourselves out of the job.

Every engagement can end with your team holding the rope. We train your people inside your own accounts — playbooks, QA checklists, live pairing on real campaigns — until you genuinely don't need us for yesterday's work. Then we're only there for the next climb.

The Code · How We Work
Operating principles

The same rules on every rope.

Media operations runs on trust, and trust runs on visibility. These aren't marketing values — they're the working rules of every account we touch.

Documented

Every change leaves a trail

Optimisations, budget moves, structure edits — logged with the reasoning. Six months from now, anyone can reconstruct what happened and why.

No black boxes

You can always see the working

Our optimisation logic is ours; what it is optimising, and why, is always yours to see. Settings, bid decisions and supply choices are explainable and inspectable — never "trust us, it's proprietary".

Direct

The people you meet run your account

The team you talk to is the team in the console — no account-management layer, no status-deck factory, no agency bloat. Nobody learns trading on your budget.

Before You Rope In · Honest Answers
Fair questions

Asked by almost everyone. Answered straight.

Do you replace our agency, or work alongside them?

Either — and "alongside" is more common than you'd think. We often act as a specialist layer next to an incumbent agency: auditing, handling platform depth they don't staff, or running one channel while they run the rest. Where a replacement makes sense, we'll say so and explain why. Where it doesn't, we'll say that too.

Do you optimise to CPA or to CPM?

To whichever number the campaign is actually judged on — agreed in writing before trading starts. Aggressive CPA optimisation bids to the value of the action and prunes everything that doesn't produce it. CPM-led work protects unit cost and reach. Most accounts run a blend, and the blend changes when the objective changes; what doesn't change is that the route is documented rather than implied.

What is Green Programmatic?

Green Programmatic is buying the same outcome through a supply path that emits less carbon: fewer intermediary hops between the DSP and the publisher, exclusion of high-emission or made-for-advertising inventory, and discipline on creative file weight. We run it using the emissions data your DSP and supply partners publish — reporting the method alongside the number, and never quoting carbon figures we can't source.

Is there a minimum spend?

No hard minimum. Fit matters more than size: a focused account where operations genuinely move the outcome is a better engagement than a large one where they don't. If your spend is at a level where our fee wouldn't be justified by the improvement available, we'll tell you before you commit — not after.

Do you run paid social as well as programmatic?

Yes — that is what omnichannel means here. The same operators handle DV360, CM360, SA360 and the major DSPs alongside Meta and LinkedIn, so budgets, frequency and creative are managed as one campaign rather than two teams reporting separately. Where a channel is better left with your incumbent, we'll say so.

Can you work inside our own seats and accounts?

Yes — and we prefer it. Your contracts, your platform seats, your data, with our people granted access under your governance. Everything we build lives in accounts you own, so if we ever part ways, nothing leaves with us.

Camp 2 · The invitation

Put an operator on it.

Tell us what's running and what's nagging at you — a CPA that won't come down, a bid strategy nobody has revisited, a supply path you'd like to see the carbon on, a team ready to bring it in-house. We'll tell you honestly whether there's spend worth rescuing.

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