"95% of Partners Stay — and It's Not About a Convenient Contract" — Interview with Point2Web

Point2Web is a performance marketing agency that helps companies scale user acquisition, build a stable advertising infrastructure, and work effectively with paid traffic. We work with both direct web and app advertisers who need product growth, and with media buying teams and agencies that need access to infrastructure, platforms, and operational support. From our side, it's much more than just running ads. Clients get access to PointBoard — our proprietary platform for managing ad accounts, balances, spend, and reporting across different traffic sources. We cover the full cycle: media planning, scaling strategy, tracking, technical setup, operational support, and creative production through Creative Studio. On the finance side, we're constantly expanding our capabilities — post-payment models, various payment methods — to make it easier for clients to scale with large budgets. In essence, we build a growth ecosystem for our partners where campaigns can be launched faster, scaling is more efficient, and there's greater control over performance.

For the client, everything starts from a single point of entry — the Media Planner. Their job is to fully understand the product: GEO, audience, KPIs, unit economics, current analytics, and scaling goals. From there, a strategy and launch plan are formed, and other teams are brought in as needed. The User Acquisition team handles the hands-on launch, optimization, and campaign scaling. Creative Studio is responsible for creative strategy and production. The Tech Team covers tracking, attribution, and integrations. Finance and Operations handle the ad infrastructure, payment terms, and operational setup. The teams then work continuously together around the partner: analyzing performance, creatives, the funnel, and scaling opportunities. If the approach needs to change, or new GEOs or channels need to be tested — it gets implemented quickly. In practice, a dedicated growth ecosystem forms around the partner, while the client experience remains centralized through a single point of contact.

We invest heavily in the entire ecosystem around the partner. PointBoard already automates many operational processes that most companies still handle manually — partners can instantly create ad accounts across different platforms, manage balances, and view spend and reporting in one place. Top-ups are fully automated as well: clients don't need to wait for manual processing — everything happens in seconds, 24/7. One of our goals is to eliminate up to 90% of manual operational work through automation. We also put a lot of focus on the team. HR works on hiring, training, development, and creating an environment where people can grow comfortably. We actively use AI and internal analytics to analyze partner interactions: response time, case resolution time, operational bottlenecks. This allows us to quickly identify weak points and improve service quality. Ultimately, partners stay not because of a "convenient contract," but because they get consistent service, speed, strong expertise, and the sense that Point2Web is constantly evolving alongside them.

Creative Studio at Point2Web is a standalone unit that works in close collaboration with Media Planning and User Acquisition. At the same time, the team doesn't only serve existing Point2Web clients — it also operates as a separate creative partner: some clients come exclusively for creative production, UGC, playable ads, or creative strategy without full media buying support. The team currently includes a Head of Brand & Creative Studio, a CRO Specialist, a Senior UI/UX Specialist, Creative Managers, and Design Managers. The Head of Brand oversees the overall creative direction, quality control, and UGC production. Creative Managers handle strategy, hooks, and the creative logic tailored to a specific product or funnel. The CRO Specialist and UI/UX are responsible for how creatives impact conversion. The design team handles production — static, video, UGC, and playable ads across different platforms. The playable ads vertical is currently growing rapidly — for many app and gaming products, it's already one of the most effective formats: the user interacts with the product before installing it, which improves traffic quality and overall conversion. The team is also actively testing AI-driven production and creative pipeline scaling — allowing production volume to grow without proportional headcount increases.

These teams don't operate separately — they function as part of a single workflow built around the partner. Media Planning provides the understanding of the product, audience, funnel, and scaling goals, while Creative Studio translates that into a creative approach, hooks, messaging, and production. There are regular syncs on each client — covering current performance, new tests, hypotheses, and bottlenecks. If Media Planning identifies a need to shift the angle or double down on a specific GEO, that's quickly passed to Creative Studio. It works the other way too: the creative team frequently brings new ideas and formats that end up influencing the media strategy. So it's more of a continuous collaborative effort around the growth partner, rather than the classic "department → department" handoff model.

It's always a combination of experience, data, and ongoing testing. We don't look at a traffic source in isolation from the product — first, we need to understand the product itself: the audience, GEO, economics, and funnel. Media Planning evaluates which platforms and approaches are most likely to deliver the best results for a given case. In parallel, we constantly receive insights and best practices from the ad platforms themselves and their account managers — Meta, Google, and others regularly share benchmarks, case studies, creative approaches, and scaling models with us. This allows us to look beyond our own experience and track how the market and user behavior are evolving overall. A good example is the brandformance approach: we start by working on reach and audience warm-up, and only then layer in conversion-focused campaigns to close interested users. In many niches, this works significantly better than trying to sell cold from the start. That said, the strategy almost never stays static — after launch, the team adapts the channel mix and approaches based on what's actually working at any given moment.

The most difficult period was the start of the full-scale war in 2022. We had to act very fast: partially relocate team members and their families to Europe while simultaneously helping people with basic needs — housing, settling in, day-to-day logistics. It wasn't just a business challenge — it was a matter of people's safety. In Ukraine, we completely restructured our operations. Before the war, the office was located in the tallest building in Kyiv — in the new reality, that became a security risk. We changed locations and fully equipped a new office for working through blackouts — with autonomous power, internet, and everything necessary. That period fundamentally changed the company: we became much faster at making decisions, far more adaptable, and developed a much deeper appreciation for the team and internal stability.

Our primary focus remains direct web advertisers, app advertisers, as well as media buying agencies and teams. In terms of verticals, we currently see the greatest scaling potential in mobile apps, GameDev, AI-based products, e-commerce, comics and mini-drama apps, dating and matchmaking services, and health supplements. We also see strong potential in fintech, loans, and insurance — though scaling there is more complex and heavily dependent on regulation and funnel quality. Point2Web is also actively preparing to scale across Europe and Asia through the development of local teams and regional partnerships — the market is becoming increasingly localized, so regional expertise and operational speed will play an even greater role in the years ahead.