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Samir Balwani

Samir Balwani

Founder & CEO

Samir Balwani is the founder and CEO of QRY, a full-funnel paid media agency he started in 2017. He has 15+ years of advertising experience and previously led brand strategy and digital innovation at American Express. He writes on paid media strategy, measurement, and how agencies should operate.

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Articles by Samir Balwani

Best Paid Media Agencies for 2026Brand, Growth & Funnel Strategy

Best Paid Media Agencies for 2026

Choosing a paid media agency in 2026 is harder than it used to be. A working shortlist of nine agencies, what each is genuinely good at, and who they are (and aren't) the right fit for.

Samir BalwaniMay 8, 2026
How to Choose a Paid Media Agency: What to Ask Before You SignBrand, Growth & Funnel Strategy

How to Choose a Paid Media Agency: What to Ask Before You Sign

Most brands pick a paid media agency based on case studies and a good pitch. Here's the evaluation framework that actually separates strategic partners from execution vendors.

Samir BalwaniApril 29, 2026
How to Tell When Your Measurement Stack Is BrokenMeasurement & Analytics

How to Tell When Your Measurement Stack Is Broken

Most measurement stacks that look broken aren't actually broken. They're working exactly as designed — each tool answering its own question, none of them designed to converge. Here's how to tell when the stack itself has stopped serving the business.

Samir BalwaniApril 28, 2026
MMM vs MTA vs Incrementality: When to Use EachMeasurement & Analytics

MMM vs MTA vs Incrementality: When to Use Each

MMM, MTA, and incrementality are not interchangeable. Each answers a different question. Use the tool that matches the decision, not the other way around.

Samir BalwaniApril 28, 2026
The Measurement Memo: How to Stop the Four-Dashboard Argument Before Next QuarterMeasurement & Analytics

The Measurement Memo: How to Stop the Four-Dashboard Argument Before Next Quarter

There is a one-page document that, if your CMO and CFO sign it before next quarter starts, eliminates roughly 80% of the measurement arguments your team is having right now. Almost no brand has it.

Samir BalwaniApril 28, 2026
What You Are Actually Buying From Your Paid Media AgencyBrand, Growth & Funnel Strategy

What You Are Actually Buying From Your Paid Media Agency

Marketing leaders evaluate agencies on case studies. The thing that determines the work is the operating model. Who is on your account and how they connect.

Samir BalwaniApril 28, 2026
The Brand vs Performance Divide is Hiding Your Demand ProblemBrand, Growth & Funnel Strategy

The Brand vs Performance Divide is Hiding Your Demand Problem

Strong ROAS and flat revenue is a demand problem, not a performance problem. Why the brand vs performance divide hides it, and what to do instead.

Samir BalwaniApril 25, 2026
CTV Advertising for DTC Brands: How to Measure What You Can't ClickChannel Strategy & Tactics

CTV Advertising for DTC Brands: How to Measure What You Can't Click

CTV is one of the most underused channels in DTC paid media — not because it doesn't work, but because most brands don't know how to measure it. Here's the framework for proving its impact without a click.

Samir BalwaniApril 23, 2026
Marketing Attribution Tools for DTC Brands: How to Choose the Right OneMeasurement & Analytics

Marketing Attribution Tools for DTC Brands: How to Choose the Right One

The attribution tool landscape has changed significantly. Here’s an updated guide to the major platforms — and the framework for choosing the one that actually fits your measurement problem.

Samir BalwaniMarch 31, 2026
What Is MER (Marketing Efficiency Ratio) and Why It Matters More Than ROASMeasurement & Analytics

What Is MER (Marketing Efficiency Ratio) and Why It Matters More Than ROAS

ROAS tells you how efficient one channel looks. MER tells you whether your entire media program is actually working. Here’s how to calculate it, what a healthy number looks like, and why it’s the metric that finally makes sense to a CFO.

Samir BalwaniMarch 25, 2026
How to Allocate Paid Media Budget Across the Funnel (and When to Rebalance)Brand, Growth & Funnel Strategy

How to Allocate Paid Media Budget Across the Funnel (and When to Rebalance)

Most brands treat awareness and performance as a budget trade-off. The ones that grow treat allocation as a live dial — with specific signals that tell them when to rebalance.

Samir BalwaniMarch 25, 2026
Why A High ROAS Is Not Always GoodMeasurement & Analytics

Why A High ROAS Is Not Always Good

A high ROAS doesn’t always mean your marketing is performing well. Learn why brands are moving beyond ROAS to a triangulated framework that balances efficiency, incrementality, and profitability.

Samir BalwaniNovember 11, 2025

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