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Build Demand·Advertising

Trade ads for the people who stock it, consumer ads for the people who buy it

Meta, Google, YouTube and TikTok. Aimed at the trade that stocks your product, and at the consumer who buys it once it is on the shelf.

Book a callSee how it works
A creative team reviewing ad concepts

Run trade ads for the people who stock your product and consumer ads for the people who buy it, tested per persona and tracked to every sale.

The problem

Why ad spend goes up on a feeling.

Paid media leaks money for a product brand in quiet ways. A program run without testing or tracking struggles with:

  • A boosted post on one platform with one creative
  • No idea which sale an ad drove
  • One angle, shot once, run until it stops working
  • No pixel or conversions API on the store
  • Budget that follows the loudest opinion in the room
  • Ads that reach consumers but never the trade that stocks you

These leaks don’t just waste budget. Nobody knows what the second angle would have done, and spend goes up on a feeling instead of the cost per customer.

Charm fixes this by testing angles per persona and tracking every sale to the ad.

The solution

Ads tested until one wins, and every sale tracked.

Our advertising service combines:

  • Personas built from interviews, reviews and competitor teardowns
  • Trade ads for the partner list your outreach reaches
  • Consumer ads for the people who buy your category
  • Static, video, UGC and carousel, new every month
  • Pixel and conversions API installed on your store
  • Budget moved to the winners every week

We make the ads, run them on Meta, Google, YouTube and TikTok, and only raise spend when the cost per customer proves it.

Everything runs inside your ad accounts and your store, so the history, the audiences and the pixel data stay yours. Media spend is yours and separate from our fee.

Everything your ads need, from the first persona to the sale.

01.Both sides of the shelf

Trade ads and consumer ads

The same partner list that gets your outreach sees your ads, so buyers know the name before the first message. The consumers who buy your category see them after, so the product sells through once it is stocked.

Includes:

  • Trade ads for the people who stock it
  • Consumer ads for the people who buy it
  • The same verified buyer list as the outreach
  • Meta, Google, YouTube and TikTok
  • A name buyers know before the first message

Most clients run ads and outreach together, because a buyer who has seen the ad answers the outreach more often.

A shopper walking through a grocery store

02.Creative that is tested, not guessed

Angles tested per persona

Angles tested per persona until one wins, then shot as static, video, UGC and carousel, new every month. Losers are pulled fast.

Includes:

  • Personas from interviews, reviews and teardowns
  • Angles tested per persona until one wins
  • Static, video, UGC and carousel
  • New creative every month
  • A creative library with test results next to each

Every ad is named and filed, with the test results next to it.

A videographer setting up a camera on a tripod

03.Every sale tracked

Pixel, conversions API and weekly budget moves

Pixel and conversions API on your store, so every sale is tracked to the ad that drove it. Budget moves to the winners every week, and spend only goes up when the cost per customer proves it.

Includes:

  • Pixel and conversions API on your store
  • Every sale tied to the ad that drove it
  • Budget moved to the winners every Monday
  • Spend raised only when cost per customer proves it
  • Your ad accounts, your history, your audiences

We set the floor for your category on the first call and start small enough to test angles cleanly.

A laptop showing a reporting dashboard

The Charm advertising workflow

  1. 01.

    Find out who buys and why

    Interviews, reviews and competitor teardowns become personas: who buys, what they were trying to fix, and what made them pay.

    Two women recording an interview
  2. 02.

    Make the ads and test the angles

    Angles are tested per persona until one wins, then shot and designed as static, video, UGC and carousel. New creative arrives every month, and losers are pulled fast.

    A team sorting printed photos on a table
  3. 03.

    Run where your buyers scroll

    The winner runs on Meta, Google, YouTube and TikTok, in your accounts. The trade that stocks you sees it before the outreach, and the consumer sees it after.

    A woman smiling at her phone at a cafe table
  4. 04.

    Move budget to the winners

    Every sale is tied to the ad that drove it, so each Monday the budget moves to the winners. Spend goes up only when the cost per customer proves it.

    A woman reviewing charts on a laptop

Better creative. Better spend. Better sales.

Where the ads run, and the rules the budget follows:

Your accountsMeta, Google, YouTube, TikTok
Pixel + CAPIon your store from week one
Mondaybudget moves to the winners
Case studies

Results from the engine your ads run inside.

Ads run against the same verified buyer list as the outreach. These are the programs that list has produced for Spout, Focal and Sutro.

Charm×Case study 01 / 03
Countertop water hardware→ Solar installers · tiny-home builders · water suppliers · hotels · retail

Five markets counted at once. Google, The North Face and Costco booked.

An ad audience built from a verified buyer list is a different thing from an interest target. Spout’s list was five markets counted at once, every decision maker verified: solar installers, tiny-home builders, water suppliers, hotels and retail.

That list is what the outreach ran to and what an ad audience is built from. Google, The North Face and Costco booked.

Google · The North Face · Costcobooked
Charm×Case study 02 / 03
Overhead patio heating→ Multi-unit restaurant groups

One operator decides for every patio. The list was built around that buyer.

A trade ad for patio heating only pays if it reaches the person who decides, and at a restaurant group that is one operator for all of the patios. Focal’s buyer list was built around that operator, by name.

32 campaigns into it produced 100+ positive replies at a 5.2% reply rate from the people who decide on patio equipment.

100+positive replies
32campaigns tested
5.2%reply rate
Charm×Case study 03 / 03
Smart pool and spa monitor→ Pool trade and distributors

From one pool at a time to the trade that stocks pool products.

Consumer ads sell a smart pool monitor one homeowner at a time. The trade buys at scale, which is why Sutro’s outreach went to the pool and spa dealers, retailers and distribution partners that get a device onto a shelf.

Every one of them counted and reached by name, so the trade side of the engine runs to the same list the ads do.

All case studies →

Questions

Budget, creative, accounts and tracking.

What budget do we need?

Media spend is yours and separate from our fee. We set the floor for your category on the first call, start small enough to test angles cleanly, and only raise spend when the cost per customer proves it.

Whose ad accounts?

Yours. You give us access to your ad accounts and we run inside them, so the history and the pixel data stay with you.

Do you make the creative?

Yes. Angles tested per persona until one wins, then shot and designed as static, video, UGC and carousel, new every month.

How is the budget decided?

Budget moves to the winners every week and losers are pulled fast. Spend only goes up when the cost per customer proves it.

How is it tracked?

Pixel and conversions API on your store, so every sale is tracked to the ad that drove it.

Can ads run without outbound?

Yes. Most clients run both, because a buyer who has seen the ad answers the outreach more often.

How is pricing structured?

A monthly engagement priced on the size of your market and the channels we run, with media spend separate and no per-reply or per-meeting fees.

How long until outreach is live?

Four weeks from kickoff to live outreach. Those weeks go to counting the market, building and verifying the list, setting up domains, inboxes, seats and the dialer, and writing the copy.

Who does the work?

Charm does. We build the lists, the infrastructure, the creative and the outreach. Your team takes the replies and closes.

Is there a contract length?

No long-term lock-in. The engagement runs month to month after the build.

Ads that earn the shelf space.

Twenty minutes. Bring your product, your store and your ad accounts. You leave with the persona plan, the channel mix, and a start date.