Media Buying
Spend wisely. Reach deeply. Convert thoughtfully.
Media buying isn’t just ads—it’s placing your story in front of the right audiences, at the right time, with the right message. At Vernacular, based in Portland, Maine, we design and manage advertising campaigns for architects, builders, designers, tradespeople, and shelter professionals. We launch campaigns that feel intentional, elevate your work, and deliver measurable results.
Why Smart Media Buying Matters
Ads don’t have to feel pushy—they just have to feel relevant. Whether you're promoting project launches, seasonal services, educational opportunities, or brand awareness, strategic media gets your message seen by people who actually care. Done well, it amplifies your story—not just your spend.
Our Media Approach:
Audience Strategy & Purpose
Every campaign starts with audience insight: who they are, what they search, what they respond to, and when. Then we map creative, messaging, and placement to match real intent—not just volume.
Channel Selection & Planning
We plan purposeful campaigns across appropriate media channels: Google Search and Display, Facebook and Instagram, LinkedIn, Pinterest, Houzz, or programmatic regional placements—choosing platforms where shelter professionals and your ideal clients actually engage.
Creative & Copy Alignment
Ads need to resonate. We craft visuals and copy that communicate your value proposition clearly—project clarity, craftsmanship, story, or service concept—so the person clicks, engages, or converts.
Budget & Bid Management
We help plan budgets aligned with your goals—whether that’s awareness, lead generation, or ads that support broader campaign efforts. Then we manage bidding, placements, frequency, and optimization to maximize efficiency.
Monitoring & Optimization
We track performance in real time: click-throughs, leads, conversions, cost per lead, and return on ad spend. Then we optimize mid-flight—shifting channels or messaging, refining audiences, aiming for performance improvements.
Reporting & Learning
You receive clean dashboards and post-campaign performance summaries—what worked, where, and why—alongside actionable insights for next phase strategies.
Who We Serve:
- Architecture, design, and custom-build firms looking to amplify project launches, events, or brand engagement
- Builders promoting seasonal services or regional reach
- Tradespeople and shelter specialists building visibility around specialty craftsmanship or materials expertise
What to Expect
Discovery & Audience Mapping
We start by understanding your campaign goals, audience targeting, ad history (if any), and value-drivers.
Media Strategy & Channel Plan
Together, we select platforms, messaging styles, and budget tiers that align with your practice and client behavior.
Creative Development & Placement Setup
We build ads (visuals and copy), set up placements, and configure tracking pixels or conversion goals—making everything performance-ready.
Campaign Launch & Management
Campaigns are launched, monitored, and optimized continuously to ensure goals are met efficiently.
Reporting & Optimization Calls
Weekly or monthly performance reviews, accompanied by testing strategies, pipeline budgeting, and refresh recommendations.
Typical Deliverables
- Audience and channel strategy brief
- Ad creative (copy + visuals) for selected platforms
- Campaign setup in ad platforms (Google, Meta, etc.)
- Conversion and tracking configuration
- Real-time dashboards and campaign performance reporting
- Optimization plan and testing schedule
- Recommendations for follow‑up campaigns or broader outreach
Portland-Made Strategy, Performance-Driven Results
We’re not big-city ad brokers—we’re grounded marketers who understand detail: framing, siding, structure, service systems. We build campaigns from your story outward—focusing on relevance, value, and impact.
Ready to make every ad dollar count toward qualified inquiries and real growth?
