Problem
Voltage Media (opens in a new tab) is a strategic growth firm, founded in 2005, that helps ecommerce companies find what is actually limiting profitable customer acquisition and build the system to remove it. It is a certified partner of Microsoft Advertising, Google, Meta and Pinterest, and its work spans paid media, measurement and customer economics, product and feed intelligence, and creative strategy and testing.
That work runs across many channels at once, for many clients: Google Ads, Microsoft Advertising (Bing), ChatGPT and other conversational AI advertising, Google Shopping and Facebook Marketplace. Every platform reports in its own way, counts conversions by its own rules and wants product data in its own shape. Voltage's approach depends on seeing the whole system clearly enough to decide where the next dollar should go, and the platforms' own dashboards don't provide that.
Disclosure: Christopher Taylor, who leads Midnight Bytes, is Voltage Media's CTO and one of its co-founders.
Approach
Custom analytics across every channel
We build and run Voltage's own analytics software, which brings performance data from each advertising platform together in one place. Instead of reconciling separate dashboards, Voltage's team can compare channels on one basis and connect spend to what matters for the client: tracking, attribution, contribution economics and customer value. That evidence is what decides whether a channel deserves more investment or the constraint is somewhere else.
Keyword and PPC management
Search advertising on Google Ads and Microsoft Advertising lives or dies on keyword coverage, campaign structure, bids and budgets. Our software supports Voltage's keyword and pay-per-click management across client accounts, so the team spends its time on judgment rather than repetitive account work.
Shopping feed management
For product-driven campaigns, what a retailer sells, and how each platform understands it, matters as much as the ads. We build the shopping feed management behind Voltage's product and feed intelligence work: product data, catalog structure and customized feeds for Google Shopping, Facebook Marketplace and other product channels, shaped to improve visibility, relevance and performance on each.
Ready for new channels
Paid acquisition doesn't stand still. As conversational AI advertising such as ChatGPT ads has opened up, the same tooling extends to new channels, so Voltage can test them against the rest of the system rather than as an isolated experiment.
The website, too
We also rebuilt voltagemedia.com itself, moving it off WordPress and a page builder onto a lean, version-controlled PHP site with purpose-built contact and partner forms, and cleaned up its metadata and structured data for search engines and AI answer engines.
Stack
- Search advertising: Google Ads, Microsoft Advertising (Bing Ads)
- Shopping and marketplaces: Google Shopping, Facebook Marketplace
- Conversational AI advertising: ChatGPT ads
- Software: custom analytics and reporting, keyword and PPC management, shopping feed management
- Website: PHP 8.3, nginx and Cloudflare, with JSON-LD structured data and llms.txt
Outcome
- One view of performance and customer economics across every advertising channel Voltage manages.
- Keyword and PPC management across Google Ads and Microsoft Advertising, supported by Voltage's own tooling.
- Product feeds tailored to Google Shopping, Facebook Marketplace and other product channels.
- A foundation that extends to new channels, including conversational AI advertising such as ChatGPT ads.
Voltage publishes anonymized client results on its own site (opens in a new tab).
Related service
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