About
Safemode is a senior-led paid media practice. We rebuild the foundation of a paid program: account structure matched to your spend level, conversion and attribution wired so the data is defensible, and optimization made on real business outcomes rather than platform-attributed ROAS. We work with brands spending $50,000 or more per month on paid media.
Why Safemode exists
When Safemode comes into a paid media program, it usually finds one of two shapes.
The inherited Frankenstein
Pieces built at different times by different people, never reorganized as the brand grew. Campaigns overlap, conversion actions double-count, and naming conventions disagree across platforms.
The clean build at its ceiling
A clean in-house build from a smart but small team that has hit a ceiling. Well organized and well intentioned, but missing the strategic pressure-test a senior outside operator brings, and the measurement layer that turns optimization from a platform conversation into a business one.
Most of the time neither shape is anyone's fault. Accounts grow with the brand, and structure that worked when the brand was smaller stops fitting. No one has had the time, or the experience at scale, to rebuild it.
Safemode rebuilds the foundation. Account structure that matches your spend level. Conversion and attribution wired so the data flows cleanly into reporting you can defend in front of a CFO. Optimization decisions made on real business outcomes, not platform-attributed ROAS.
How we work
Built by operators, not salespeople.
Most agencies are run by people who haven't logged into an ad platform in years. The work gets handed down: strategy by senior buyers, execution by juniors, oversight by someone who only sees the dashboards. Safemode is the opposite. Senior operators lead every engagement, strategy through execution, and the person designing your strategy is the person in the account.
Reporting that survives scrutiny.
Every Safemode engagement comes with reporting infrastructure built or audited to your spend level. We validate every conversion event, reconcile what the platforms claim against what your CRM and analytics actually show, and document the deltas so the numbers in the deck match the numbers in the business.
Performance over contracts.
Engagements are month-to-month. We've kept clients for years because they wanted to stay, not because they were locked in. If we're not earning the retainer in measurable lift, you should be free to leave.
Adam Kobi, Founder
Adam Kobi founded Safemode in 2021. He has been running search and paid media since 2009, most of it inside companies you've heard of: Disney, Yahoo, CBS, ecoATM, and Farmers. He started as an SEM analyst and the day-to-day account work has never left his job description.
Safemode began as consulting Adam took on the side. By the time it had a name, it was a real business, and in 2026 it became his full-time focus. The pattern across every role is the same: he keeps getting hired to fix paid media that's either underbuilt or actively bleeding money. Organization is what he leads with on every engagement. It's what makes tracking, reporting, and ultimately performance possible.
The career
He started at Disney Store in 2011 as SEM Analyst, then Online Marketing Associate, managing a multi-million-dollar SEM budget. He drove strong year-over-year ROI gains, restructured the product feed, and made friends with the engineering team. The work tends to move faster when a small data fix can happen in a hallway conversation instead of a ticket, a habit that's served him well ever since. Disney's catalog was deep enough that he still knows every Disney princess in alphabetical order. Each had her own search campaign rather than living under a generic "princesses" category, because pooling them would have averaged away the structure that mattered.
He moved to Yahoo in 2014 as Senior Creative Strategist, then Senior Account Manager. He ran paid search for 30+ retail advertisers including Macy's, Nike, Adidas, and Levi's. Quarterly business reviews, multi-variant testing, the discipline of being responsible for someone else's spend.
He joined CBS Interactive as Marketing Manager in 2016, during the streaming wars. He more than doubled daily active users year over year for CBS All Access (now Paramount+) through a mix of paid social, paid search, and a lot of late nights running real-time bid management during election night coverage.
He spent seven years at ecoATM and Gazelle (2018 to 2025), promoted from Digital Marketing Manager to Sr. Marketing Manager to Marketing Director, scaling paid budgets to national scale. He pitched a $1 minimum payout promo that more than doubled the lowest-tier device collections as a share of volume; it started as a one-month test and became part of the business model. Scaling those budgets meant proving out digital attribution in an age of reduced click-level visibility, which the team did with carefully designed geo incrementality tests.
A senior paid media lead at Farmers Insurance, running paid search at enterprise scale. The role kept his operator depth current at a brand of that size, the kind that is hard to maintain from outside.