Performance Marketing
Performance Marketing
PPC, paid social, and conversion-rate insights that turn ad spend into measurable business growth.
PPC, paid social, and conversion-rate insights that turn ad spend into measurable business growth.
Performance marketing promises to turn spend into revenue with mathematical confidence. The maths only holds when the inputs are honest.
The category has drifted over the past three years. Attribution models that worked in 2019 now over-credit the last paid click by a factor nobody wants to quantify. Auction dynamics have shifted toward broad match and automated bidding, which works brilliantly when the feedback loop is clean and catastrophically when it is not. And CFOs have stopped accepting ROAS as a proxy for profit, which has left a lot of teams scrambling to rebuild reporting from the ground up.
Our performance-marketing articles are written for operators who have to defend their spend in a boardroom. That means incrementality over attribution theatre, marginal-ROAS thinking over blended-average complacency, and a frank acknowledgement that the platforms will always optimise for their revenue first and yours second.
Performance marketing done well is the most accountable line item in the marketing budget. Done badly, it is the most expensive way to learn what does not work. These articles are about staying firmly on the accountable side.
Performance MarketingPerformance Max is the campaign type ecommerce founders love to hate. The honest answer is that it works brilliantly for some accounts and bleeds money for others, and the difference is predictable. Here is the decision framework we use to decide whether a brand should lean in, throttle back, or switch off Performance Max entirely - and the migration path when the answer is the third one.
Performance MarketingThe B2B funnel does not break at the click. It breaks 47 minutes later, when the lead that paid 380 dollars to acquire is still sitting in a CRM queue waiting for a human. Here is the routing, coverage, sequencing, and measurement system we install to compress lead response time below 5 minutes - and why doing so improves close rate more than any landing page change ever will.
Performance MarketingMost paid-media accounts that look 'broken' are not bidding wrong, targeting wrong, or under-budgeted. They are sending qualified clicks into a leaking landing page. Here is the 14-point audit we run on Google Ads, Meta, and ecommerce PPC accounts to recover the conversion rate the landing page has been costing you.
Performance MarketingMost performance marketers track the right numbers and draw the wrong conclusions. These 10 metrics form a diagnostic system for finding where your funnel leaks and where CAC is unsustainable.
Performance MarketingPerformance marketing promises accountability - pay for results, not reach. Learn what it actually delivers, where it falls short, and how to build a scalable acquisition program in India.
Performance MarketingBrands that hit a revenue ceiling are usually overinvesting in performance relative to brand. Learn how CAC trends reveal the imbalance and how to rebalance your marketing mix.
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