Service
Performance marketing that answers to the P&L
Performance marketing is paid advertising judged on a commercial outcome rather than on clicks or impressions. It works by agreeing what a customer is worth, deciding what you can afford to pay to acquire one, then building campaigns, landing pages and conversion tracking that make that number visible daily. Enquiries usually start within two to four weeks of launch.
Most paid media reporting measures the wrong thing beautifully. Cost per lead falls, lead volume rises, the dashboard is green, and the sales team quietly stops returning calls because the enquiries are worthless. The fix is not better creative. It is deciding what a qualified lead actually is, teaching the ad platforms to recognise one, and reporting on that instead.
- Conversion tracking rebuilt before any spend
- A named cost-per-lead target from day one
- Landing pages built in-house
- You own every ad account
Performance Marketing at a glance
| Best suited to | Businesses with a sales process that can handle enquiries within a day, and known customer value |
|---|---|
| Time to first enquiries | Two to four weeks from signature, most of which is tracking and landing pages rather than campaigns |
| Time to a stable cost per lead | Six to twelve weeks, depending on how much volume the account generates |
| Platforms | Google Search, Performance Max, YouTube, Meta, LinkedIn, and click-to-WhatsApp where it suits the market |
| Who owns the accounts | You do — always. Campaign history, audiences and creative stay with you if we part ways. |
| Ad budget | Paid directly to the platforms from your own account. We never mark up media. |
Is this you?
Signs you need performance marketing
- You are generating plenty of leads and your sales team says they are junk
- You cannot say what a lead costs you, or what one is worth
- Spend has crept up while revenue has not
- Someone set up conversion tracking years ago and nobody has checked it since
- You need pipeline this quarter, not next year
- Your ads point at your home page rather than a page built for the offer
What you get
What our performance marketing work covers
Google Ads
Search, Performance Max, Shopping and YouTube, structured around genuine buying intent rather than whatever the setup wizard recommended. Search campaigns are built so you can see which query produced which enquiry, which is the only way to prune waste honestly.
Meta Ads
Facebook and Instagram campaigns supported by a creative pipeline. Meta accounts do not fail from bad targeting nearly as often as they fail from running the same three assets until the audience stops seeing them.
LinkedIn and B2B
For considered purchases where the list of accounts worth winning is short and known. Expensive per click and worth it when a single customer is worth six figures — and a waste when they are not, which we will tell you before you spend.
Landing pages
Fast, single-purpose pages built by our own developers, so the campaign is never blocked behind a development queue you do not control. Sending paid traffic to a general home page is the most common and most expensive mistake in the discipline.
Tracking and attribution
Server-side events, offline conversion import and a feedback loop from your CRM. Once the platform learns which enquiries actually closed, it optimises towards more of those instead of towards whoever fills in forms most readily.
Creative testing
A running plan of hooks, formats and offers, tested one variable at a time and written down. The record matters as much as the tests, because it stops the account relearning the same lesson every time someone new joins.
Deliverables
What lands in your inbox every month
- Account audit and rebuild plan
- Full conversion tracking and offline conversion import
- Campaign build and daily management
- Two landing pages in the first month
- Weekly creative refresh
- Live dashboard showing spend, cost per lead and cost per qualified lead
- Fortnightly review call
How we run it
The order we work in
Establish the economics
What a customer is worth, what proportion of enquiries close, and therefore what you can afford to pay for one. Everything downstream is arithmetic once these three numbers exist, and most accounts we inherit have never had them written down.
Rebuild measurement
Tracking is fixed before a rupee is spent. Bad data does not produce obviously bad decisions — it produces confident ones, which is worse and considerably more expensive.
Launch deliberately
A tight first build: few campaigns, clear intent, and enough budget per campaign to actually learn something. Ten campaigns sharing a small budget teach you nothing at all.
Optimise on a rhythm
Daily on spend and negatives, weekly on creative, monthly on structure. Every change is logged with a date and a reason so that when something moves, we can say what caused it.
Scale one variable at a time
Once cost per qualified lead holds steady, we widen — new geographies, new formats, new platforms — changing one thing at a time so that a drop in performance can be traced rather than guessed at.
Questions
Performance Marketing questions we are asked most
What is a good cost per lead?
There is no universal figure — a good cost per lead is any number below what a lead is worth to you. A $40 lead is excellent for a business selling $50,000 contracts and ruinous for one selling $15 products. Work out your close rate and average order value first; the target follows from those two numbers.
What is the minimum ad budget worth starting with?
Below roughly $2,000 a month in media, most accounts generate data too slowly to optimize honestly — you spend the first quarter guessing rather than learning. That threshold falls for high-intent local search in low-competition categories and rises sharply for B2B, finance and real estate. We will say plainly if your budget is too thin before you commit.
Who owns the ad accounts and the data?
You do, entirely. We work inside accounts registered to your business, and if the relationship ends the campaign history, audiences, creative and conversion data stay with you. Any agency that keeps client accounts in its own name is building a switching cost, not a service.
How quickly can campaigns go live?
Typically two to three weeks from signature. Very little of that is building campaigns — most of it is rebuilding conversion tracking and shipping landing pages, which is exactly the work that determines whether the spend produces anything.
Google Ads or Meta Ads — which is better?
They do different jobs. Google captures people already looking for what you sell, so it converts faster and costs more per click. Meta creates demand among people who were not searching, so it costs less per click and takes longer to convert. Businesses with existing search demand usually start with Google; new categories and impulse products usually start with Meta.
Can you run campaigns in other languages and markets?
Yes. We run English campaigns across the US, UK, Canada, Australia and Singapore, and Arabic, Hindi and Malayalam where the market calls for it. Copy is written by people who work in the language rather than translated after the fact, which audiences notice. Market research — competitors, seasonality, search behaviour — is done for the country you sell into rather than assumed from another.
Works well with
Services that make this one work harder
Social Media Marketing
Strategy, production and community management for brands that need to be recognised before they are ever searched for.
Web Development
Marketing sites, landing pages and storefronts built for Core Web Vitals, search visibility and conversion — not for a template gallery.
SEO
Technical fixes, content built around real buying questions, and the local visibility that decides who gets the call.
Next step
Talk to us about performance marketing
A thirty-minute call. We will tell you what we would do first, roughly what it would cost, and whether it is the right place to start.