Lux Signal · Early access
Your ad accounts are missing a bidding engine that owns the number they bid on.
Google and Meta already run strong bidding algorithms. They bid on whatever value your tracking hands them. Lux Signal is a value and bidding engine: it scores each conversion and lead, decides which ones shouldn’t count and who to stop bidding on, and sends those values back through server-side conversion APIs so the platforms’ bidding favours your better leads. The same score can decide what happens to each lead inside your business: routing, priority and follow-up.
Built by Lux Marketing: managing $100K+/mo in paid media, with 50+ pixel & API implementations.
Every bidding algorithm is only as good as the number it bids on.
Google and Meta bid brilliantly. They just bid on a number nobody has looked at since the day the tracking was installed.
The number is wrong
A form fill, a free trial, a $400 order and a $120 order all report as conversions worth whatever your tag says. The bidding algorithm can’t tell them apart, so it bids as if they’re the same.
The number is incomplete
The platform sees the checkout. It never sees the refund, the churn, the lead that never closed, or the customer who came back four more times. It bids on the fraction of value it can observe.
Nobody owns the number
It was set once by whoever installed the tracking and never revisited, and each platform bids on its own siloed version of it. The highest-leverage input in your account is running unowned, on autopilot.
Each conversion gets a real value, so Smart Bidding runs on your model.
It doesn’t replace Smart Bidding or touch your budgets. It owns the signal the bidding algorithms run on.
- 1
Ingest your data
We pull conversions, margins, refunds, pipeline and LTV from your warehouse and CRM: the clean data your Foundation already collects.
- 2
Score and value every conversion
Models assign each conversion and lead a value (predicted profit, lifetime value, lead quality), based on your own value rules and the first-party data the bidding algorithms never see.
- 3
Feed the bidding algorithms
Those corrected values flow back to Google and Meta through server-side conversion APIs, the same rails your Clean Data Foundation runs on. It sends values, not bids, so your budgets and bid strategies stay as you set them.
- 4
Bidding runs on your model
Smart Bidding keeps doing the bidding, at the platform’s speed and scale, but on your definition of value, across both channels. Inside your business, the same score can route each lead and set its priority and follow-up.
- 01Warehouse + CRMMargins, LTV, pipeline
- 02Lux SignalValue + quality per conversion
- 03Server-side eventsCAPI + Enhanced Conv.
- 04Google + MetaBid on your model
It does four jobs no ad platform can, because the data lives in your business.
Four jobs no ad platform will ever do for you, because the data they need lives inside your business.
What is this conversion worth?
Predicted profit, lifetime value, pipeline value: whichever definition fits your business. The bidding then chases the customers worth having instead of the ones that look biggest at checkout.
Should it count at all?
Every lead and conversion is scored before it reaches the platform, so junk conversions carry less weight in training the bidding algorithm. The same score can route the lead, set its priority and trigger the right follow-up.
Who should we stop bidding on?
Existing customers, low-fit segments, accounts that will never close. They’re sent through at near-zero value, so the platforms’ own bidding stops chasing them.
What happens when something breaks?
Anomaly detection, tracking-break alerts, value caps and guardrails, built to catch a broken tag or a freak order before it distorts a week of bidding.
“Valuable” means something different in every business, so the engine bids on yours.
The engine doesn’t impose one definition of value. It bids on yours.
- Bid on contribution margin, not order value
- Repeat-purchase and cohort LTV, not first order
- Discount conversions by refund and return probability
- Bid harder on the first orders that become second orders
- Lead quality score sent as the conversion value
- Closed-won revenue imported back from the CRM
- Suppress tire-kickers, existing clients and bad-fit geos
- Bid on booked revenue, not form fills
- Churn-discounted predicted LTV, not signup count
- Trial-to-paid quality scoring at the point of conversion
- Firmographic fit: company size, industry, role
- Bid on accounts that retain, not trials that register
It works with the platforms’ algorithms instead of fighting them for control.
Not another bid-management tool fighting the platforms for control. A bidding layer that makes their algorithms work your objective.
Your bidding model, not theirs
You define what a conversion is worth, and the platforms bid to that definition. The value their bidding optimizes toward is set by you.
Cross-platform
One bidding model across Google and Meta, measured on blended after-margin return: the view no single platform will ever give you.
Guardrails & control
Value caps, rules, and anomaly protection. You tune the model and approve the logic; no bidding decision runs as a black box.
Values, not bids
It doesn’t set bids or move budgets in your accounts. It decides what each conversion is worth and sends that value, and the platforms’ own bidding and safeguards do the rest.
Built on your data
The models run on your first-party data: margins, LTV and CRM outcomes the platforms can’t see on their own.
Works with Smart Bidding
No rip-and-replace. Keep tROAS, Max Conversion Value, or Performance Max; the engine just gives your existing bidding strategy a smarter target.
Machine-learning models and a rules layer run on your data, enriched with outside signals.
A hybrid of machine-learning models and a rules-and-guardrails layer, fed by your data and enriched with third-party signals. Here’s what’s under the hood of the bidding engine.
- Identity & match data (higher match rates)
- Firmographic & B2B (company size, industry, revenue, role)
- Intent & behavioral signals (in-market audiences)
- Geographic signals (location)
- Predicted lifetime value (pLTV), not just first purchase
- Lead & conversion quality scoring
- Refund & churn probability discounting
- Blended cross-platform attribution
- Anomaly detection & tracking-break alerts
- Audience suppression (exclude existing or low-fit buyers)
- Offline & CRM conversion import (closed revenue)
- Value caps, rules & guardrails you control
The bidding engine is only as good as the data underneath it.
Bidding on profit, LTV or lead quality means the engine needs server-side tracking, conversion APIs, and that data wired into one place. That’s exactly what our Clean Data Foundation builds. If your tracking and data are already solid, we plug straight in. If they’re not, the Foundation is step one, and the base your bidding runs on.
The engine comes from years of tracking builds and paid media run on them.
Early partners get a model built for their business and founder pricing locked in.
We’re opening early access to advertisers spending on Google and Meta. Founding partners get a bidding model configured to their business, founder pricing locked in, and direct input into the roadmap.
A good fit looks like
- Spending $15K+/mo across Google and/or Meta
- Some conversions are worth materially more than others, and you know which
- Running value-based bidding (tROAS, Max Conversion Value, or PMax)
- Server-side tracking in place, or willing to build the Foundation first
- A marketing person, in-house or a marketing manager, who’ll be our main contact and approve the work
Pricing is a percentage of the ad spend it optimizes. Founder rates locked for early partners. Full pricing published after the early-access cohort.
It sets the value your bidding runs on, not the bids or budgets themselves.
How the bidding engine actually works, in plain English.
Does it take control of my ad accounts or budgets?
No. Lux Signal doesn’t set bids or move budgets. It’s a bidding engine in the sense that it decides what each conversion is worth: it sends that value to the platforms, and their own bidding algorithms and safeguards do the rest. The same score can also decide what happens to a lead inside your business, such as routing, priority and follow-up.
Do I need the Clean Data Foundation first?
You need its building blocks: server-side conversion tracking and your value data (margin, LTV or CRM outcomes) accessible in one place. If you already have reliable server-side tracking and can supply that data, we connect directly. If not, the Clean Data Foundation puts it in place, and the engine runs on it.
Which platforms does it support?
Google Ads and Meta at launch, through Enhanced Conversions and the Conversions API. Because the engine works by sending conversion values rather than managing bids directly, any platform whose bidding accepts server-side conversion values can be added over time.
I run lead gen or B2B. Does this work without ecommerce margins?
Yes; that’s one of the strongest use cases. Instead of margin, the engine bids on lead quality and closed-won value: it scores each lead, imports the outcome back from your CRM, and sends that as the conversion value. The platform’s bidding then favours the leads more likely to turn into revenue over plain form fills, and the same score can route each lead and set its follow-up priority.
What if I don’t know my margins?
You don’t need perfect cost accounting to start. The engine works with whatever value signal is most reliable in your business: product-level margin if you have it, category-level estimates, average order profitability, or a quality score. We start with the best available input and sharpen it as the data improves. Making that data reliable is exactly what the Clean Data Foundation is for.
What does early access involve?
We onboard design partners by hand. You get the bidding model configured to your business, founder pricing locked in, and a direct line into the roadmap. In exchange we ask for feedback and, where results allow, permission to share anonymized performance. Apply and we’ll see if it’s a fit.
Own the number your bidding runs on.
Apply for early access to Lux Signal. We’ll review your setup, tell you whether the bidding engine will move the needle for you, and what it would take to go live.
Or call us: +1 855 589 6150