Performance Marketing
Outcomes
Spend attributed to outcomes you care about
Cost per qualified lead and cost per closed deal, not cost per click. These frequently tell opposite stories, and the second one is the one that matters.
Wasted budget identified quickly
Most accounts have a meaningful share of spend going to terms, audiences or placements that never convert. Finding it is usually the fastest available return.
A structure you can scale
Campaign architecture built so that increasing budget increases results, rather than increasing cost per acquisition.
Honest reporting
Including when a channel is not working. We would rather recommend cutting a channel than defend it because we manage it.
What we build
Paid search on Google and Bing — the latter consistently underrated in B2B, and now more interesting because it feeds ChatGPT's search layer.
Paid social across LinkedIn, Meta and others appropriate to your audience, with creative testing rather than a single ad running until it fatigues.
Conversion tracking that survives modern privacy constraints — server-side tracking, enhanced conversions, offline conversion import so closed deals feed back into optimisation. Without this, platforms optimise toward form fills regardless of quality.
Landing pages and testing, because ad performance is frequently limited by where the click lands rather than by the ad.
Attribution modelling appropriate to your sales cycle. Last-click attribution on a six-month B2B cycle actively misleads.
Budget allocation across channels based on measured contribution rather than habit.
How it works
Weeks 1–2 — Audit and measurement. Existing account review, tracking assessment, and fixing measurement first. Optimising against broken data is worse than not optimising.
Weeks 2–4 — Restructure and launch. Campaign architecture, audiences, creative, landing pages. Starting with the highest-confidence segments rather than spreading thin.
Weeks 4–12 — Iteration. Testing creative, audiences, bidding and landing pages against actual conversion data. Meaningful signal on longer sales cycles takes time, and we set that expectation up front rather than declaring victory on early clicks.
Ongoing. Management, testing, reporting against pipeline.
Where this applies
Strongest where you know who your buyer is, have something to convert them to, and can measure what happens after the click.
Weakest where the offer is unclear or the follow-up process is weak. Paid traffic amplifies whatever your funnel already does — including doing it badly, faster and more expensively.
How we scope and price
Monthly retainer for management, scoped by number of channels and account complexity, quoted after an audit. Media spend is separate and paid directly by you to the platforms — we do not mark up media, and you retain ownership of every account and asset. Any agency that holds your ad accounts is creating a switching cost, not a service.
Frequently asked questions
Enough to generate statistically meaningful data within a reasonable window, which depends on your cost per click and conversion rate. Too little spend produces noise, and decisions made on noise are worse than no decisions. We calculate a realistic floor during the audit rather than quoting a generic number.
Search intent campaigns can produce leads within weeks. Longer B2B cycles take a quarter or more before closed-revenue data is meaningful. We report leading indicators in the interim while being explicit that they are leading indicators.
No. You pay platforms directly and own the accounts. Our fee is for management.
We tell you and recommend reallocating. A channel that does not perform after a fair test with adequate budget should be cut, and continuing to run it because it is on the retainer is a conflict we would rather not have.
Yes, and we prefer it — historical data is valuable. The audit tells you whether restructuring or rebuilding is the better route.
Gradually. Some informational queries that used to produce paid clicks now get answered directly, which shifts value toward lower-funnel intent. It also raises the return on organic and GEO work, which is why we usually recommend running both.
More Growth services
SEO & GEO
Search optimization for a world where ChatGPT, Perplexity and AI Overviews answer first. Technical SEO plus the structure that gets your content quoted.
Content & Video
Content built to be found, cited and remembered — written by people who understand the subject, structured for both search engines and AI assistants.
Social & Community
Social presence built on distribution and credibility rather than posting frequency — focused on the channels where your buyers actually are.