Marketing Decision Partner for Founders Scaling Paid Campaigns

Marketing Decision Partner for founders scaling paid campaigns

For founders who want clarity in marketing meetings — not noise

"Most marketing failures don’t happen in campaigns.
They happen inside meetings."

- Manish Sharma

Budgets are increased too fast.
Working campaigns are paused.
New channels are added without understanding intent.
Internal teams defend activity. Agencies defend platforms.
And founders are left making high-stakes decisions with incomplete clarity.

This is where Piltil exists, as a Marketing Decision Partner.

Abstract illustration of a remote marketing decision review meeting.png

Decisions founders struggle with when scaling paid campaigns?

Scaling paid campaigns is rarely an execution problem — it’s a decision problem.
And those decisions often get distorted inside marketing meetings.

Here are the most common decision-breakers founders face:

Should I increase budget?
Increasing spend too early can hide attribution failures and lock bad economics into higher volume.

Should I pause these ads?
Pausing a working cluster kills learning velocity and destabilizes CAC, even when intent looks slow.

Agency performance not matching reporting
The most common mid-spend distortion — platform stability in dashboards vs instability in business outcomes.

Changed agency but results same
Because execution was never the constraint. The real constraint lives in the decision layer above execution.

Ads look stable but lead flow or quality is not good
Reporting can show stability even when business performance is deteriorating.

Two Ways Piltil Works With Founders

1. Execution Layer
We are hired to manage paid performance campaigns end-to-end when execution is the main requirement.

2. Decision Layer
We are hired as a Marketing Decision Partner when clarity, direction, and decision quality are the main requirement — especially during scaling.

What is our role as a Marketing Decision Partner?

As per client need, We work as an independent, senior marketing decision layer that sits above execution.

We don’t run ads.
We don’t manage people.

We focus on protecting marketing decisions before they turn into mistakes.

As a Marketing Decision Partner, we help founders:

Evaluate recommendations objectively
Separate signal from noise in reports
Make stable, defensible marketing decisions in review meetings

Execution can be handled by:

Internal teams
Agencies
Freelancers

We stay focused on the decision layer, so responsibility remains protected even as execution changes.

Why execution teams struggle with decision clarity

This isn’t about effort or intent.

Internal teams are close to their work and operate under enquiry pressure.
Agencies are close to their platforms.

In meetings, this often leads to:

Defensive explanations and misdirected feedback
Platform-driven recommendations
Activity-heavy reporting

We exist to bring focus and structure to the room, balancing urgency and over-optimisation so informed decisions are made.

How we work in practice

Before meetings

We review performance independently.
We identify risks, blind spots, and false positives.
We prepare questions that focus on decisions and targets

During meetings

We slow conversations down when needed.
We correct any negative recommendations
We protect what should not be changed.
We reframe metrics into business impact.

After meetings

As per client needs, we clearly state:

What is working — and why it should continue
What should remain untouched — even when there is pressure to change
What can be tested safely — without disturbing overall stability

Who this works best for

We work best with:

Founder-led businesses
Coaching institutes, schools, and education brands
Businesses spending meaningfully on marketing
Founders who feel “something is off” despite reports looking fine

Our role becomes especially valuable when:

Agencies are being changed
Budgets are being scaled
Internal teams are in place, but clarity is missing
Less data is there to decide

Founders continue working with us even after hiring new managers or agencies, because our role is not tied to who executes, but to how decisions are made — ensuring clarity, direction, feasibility, cost discipline, and protection from uninformed decisions.

Led by Manish Sharma

This role is led by Manish Sharma.

Manish has spent over 9 years working closely with founders and businesses — often in situations where:

Marketing looked busy, but direction felt unclear
Performance appeared stable, but outcomes didn’t match effort
Founders needed someone to say what not to do

The approach is shaped by one belief:

Stability and clarity outperform aggressive optimisation in the long run.