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Performance Marketing
Performance marketing is only performance if you can prove it. That means tracking which survives a browser update, an account structure you can read at a glance, and a testing cadence that answers one question at a time. We run paid media as a system where creative, targeting and measurement move together, so scaling becomes a decision rather than a gamble.
What's included
Three platforms, run to the same standard: measure properly, test deliberately, scale what survives.
Performance marketing is paid media held to a profit standard rather than a traffic standard. The channels are commodities — anyone can buy the same inventory at roughly the same price. What separates accounts that compound from accounts that plateau is the quality of the decisions made around the buying: what you measure, what you test, what you refuse to spend on, and how quickly you act on what the data says.
Three things account for most underperformance we find in audits. Tracking that quietly under-reports, so the algorithm optimises towards the wrong outcome. Account structure that mixes intent levels, so high-intent searches subsidise low-intent ones and neither gets read clearly. And creative refreshed on a calendar rather than on a fatigue signal. None of those are bidding problems, which is why bid tinkering rarely fixes them.
01 Google Ads
Where demand already exists, the job is to capture it without paying for the traffic that never converts. We build for search intent and spend most of our time on the unglamorous work that protects margin.
- Search, Shopping and Performance Max campaigns
- Keyword and search-term hygiene, reviewed continuously
- Negative keyword lists that stop wasted spend
- Conversion tracking and value-based bidding
02 Meta Ads
Facebook and Instagram reward creative volume and punish sloppy audience overlap. We structure accounts so prospecting and retargeting stay separate, then let creative testing do the heavy lifting.
- Clean prospecting and retargeting structure
- Creative testing framework with one variable at a time
- Pixel and Conversions API implementation
- Audience exclusions that stop campaigns bidding against each other
03 LinkedIn Ads
The most expensive clicks you will buy, which makes targeting discipline the whole game. Worth it when your buyer is defined by their job rather than their interests.
- Job title, company size and industry targeting
- Lead-gen forms and conversation ads
- Account list targeting for named-account outreach
- Reporting on cost per qualified lead, not cost per click
How we run it
We fix measurement before we spend. Without it, every later decision is guesswork.
Tracking is verified before budget moves. Optimising against numbers you have not checked is the most expensive habit in paid media, because it feels like progress the entire time it is going wrong.
Tracking audit
We verify what is actually being recorded before touching budget. Broken measurement makes optimisation meaningless.
Account structure
Campaigns rebuilt so that reading the account tells you what is happening without a spreadsheet.
Test cadence
One variable at a time, with enough volume behind it for the result to mean something.
Scale and report
Budget moves toward what works, and you get a written record of every change and why we made it.
What you get
You keep full ownership of every account, pixel and audience we build.
- Measurement and tracking audit
- Rebuilt campaign structure across platforms
- Creative testing plan and briefs
- Negative keyword and exclusion lists
- Monthly reporting on cost per qualified lead or sale
- A written change log of every optimisation
Specialisms
Three platforms with genuinely different mechanics. The strategy is shared; the execution is not interchangeable.
Capture demand that already exists, structured so intent stays readable and budget follows it.
Explore Google Ads →
Create demand on Facebook and Instagram, where the creative is the targeting.
Explore Meta Ads →
Reach a specific professional audience where the targeting justifies the higher cost per click.
Explore LinkedIn Ads →
Common questions
The questions we are asked most often before an engagement starts.
What budget do we need for performance marketing to work?
Enough to gather signal before the data goes stale. Practically that means a monthly spend that produces at least thirty to fifty conversions across the account, because below that you are reading noise and so is the platform’s algorithm. Where a client’s budget cannot reach that on several channels at once, we concentrate it on one until it does. Spreading a small budget across three platforms is the most reliable way to learn nothing on any of them.
How long before we see results?
Early signal in two to three weeks, meaningful conclusions in six to eight. The first fortnight is largely the platform learning and us verifying that what we are measuring is real. Anyone promising profitable scale in week one is either inheriting an already-working account or not counting properly.
Do you work on a percentage of ad spend?
No. Percentage-of-spend pricing rewards us for increasing your budget, which is a conflict of interest at exactly the moment you need honest advice about whether to keep spending. We work on a flat monthly fee based on scope, so recommending that you cut spend costs us nothing.
Who owns the ad accounts and the data?
You do, always. We work inside your accounts under your billing, not inside an agency umbrella account. If the engagement ends you keep the account, the history, the audiences and the learning. Agencies that hold accounts hostage are relying on switching costs rather than results.
Can you fix tracking, or do we need a developer?
We handle the measurement layer as part of the engagement — server-side and browser tagging, conversion definitions, deduplication, and reconciling platform-reported numbers against what your CRM or backend actually recorded. Complex custom applications sometimes need your developer for the data layer, and we specify exactly what is required rather than handing over a vague request.
What happens if the campaigns do not become profitable?
We tell you, with the reasoning, rather than waiting to be asked. Sometimes the answer is that the offer, the price or the landing experience is the constraint and no amount of media buying fixes it. That conversation is uncomfortable and it is the one worth paying for — continuing to spend while reporting favourable-looking metrics is the alternative.
Tell us where growth is stalling
A discovery call, not a pitch. We will tell you where we think the gap actually is, and whether we are the right people to close it.