Service
Performance marketing services
Every channel that can be measured against an outcome, run against the same outcome.
Performance marketing is any channel where you pay for a measurable action rather than for reach: paid search, paid social, app install campaigns, programmatic, and remarketing. Running them as one programme matters because they compete for the same budget and often for the same person, and comparing them requires a measurement layer they all report into. Without that layer you are not doing performance marketing, you are doing several separate advertising projects and hoping.
The problem
Why channels stop being comparable
Each channel reports in its own currency. Paid search counts a click-through conversion in its own window, paid social adds view-through, app platforms attribute installs on their own rules, and programmatic reports impressions nobody asked for. Put four of those in one deck and the totals exceed your actual sales.
The usual response is to pick whichever source flatters the work, or to retreat to last-click, which systematically under-credits everything that starts a customer relationship and over-credits whatever closed it.
Neither is measurement. The alternative is a stated model with its biases written down, reconciled against one source of truth outside the ad platforms, normally your CRM or order system.
Scope
What the work covers
Channels chosen by where your buyers are, not by what we prefer to run.
Paid search
Google and Microsoft, covered in depth under PPC management and Google Ads management. In a performance programme they are one input among several rather than the whole picture.
Paid social
Meta, LinkedIn, and TikTok, where creative does most of the targeting work and creative supply is the real constraint. Server-side events matter more here than anywhere else because browser tracking loses the most.
App marketing and Google App Campaigns
Install and in-app action campaigns, with the SDK and event setup underneath them. App Campaigns give you very few levers, which makes the asset mix and the conversion event you optimise toward almost the entire lever set.
Programmatic
Display, video, and audio bought programmatically, with inclusion lists rather than open exchange by default. Run when there is a genuine reach requirement, and declined when the same budget would buy better intent on search.
Remarketing across channels
Sequenced by depth of engagement and capped globally rather than per platform, so three channels do not each independently decide to show the same person an ad today.
The measurement layer
The part that makes the rest comparable: one conversion definition, server-side where the browser is unreliable, a stated attribution model, and reconciliation against your CRM. This is covered in depth under marketing analytics.
Process
How the work runs
The order matters more than any individual step.
Establish the measurement layer first
Channels cannot be compared before they report into the same definition. Everything else in a performance programme depends on this, so it is not a later phase.
Choose channels from evidence
Your existing analytics and your sales conversations already say where your buyers are. Channel selection follows that, and we say plainly when a channel you asked about is not worth running.
Set one target
An allowable cost per acquisition or a target return, derived from gross profit and your growth appetite, applied across every channel.
Run and reallocate
Budget moves by marginal return, on a cadence that respects each platform's learning period rather than reacting weekly to noise.
Reconcile, then report
Platform-reported numbers alongside what analytics and your CRM saw, with the gap explained rather than hidden or averaged away.
Deliverables
What you receive
Artefacts you keep, whether or not we keep working together.
- A measurement layer covering every channel, validated on real devices
- A written channel recommendation, including the channels we advise against
- An allowable cost per acquisition derived from your economics
- Campaign builds per channel with the reasoning recorded
- Global frequency and audience exclusion architecture across channels
- One reconciled monthly report, platform numbers next to CRM numbers
Related reading
Google App Campaigns, and the few levers you actually get
The long-form version of the thinking behind this service.
Related services
- PPC management services
One paid search programme across every network, not a Google account with side projects.
- Marketing analytics services
Measurement you can act on, and an honest account of what it cannot tell you.
Questions
Performance marketing services, answered
The questions we are actually asked, answered without hedging.
How is this different from just hiring us for each channel?
The measurement layer and the budget decision. Individual channel engagements optimise within a channel. This one decides how much each channel should get in the first place, which is usually the larger lever and the one nobody owns.
Do we need every channel?
Almost certainly not. Most businesses have one or two channels that carry the programme and several that exist because someone tried them once. Part of the work is naming which to stop, and we will do that even though it reduces the scope we manage.
Can you run app install campaigns?
Yes, including Google App Campaigns, and the honest framing is that they hand you very few controls. The levers that remain are the asset mix, the in-app event you optimise toward, and the SDK setup feeding it. Getting the event wrong is the most common and most expensive app marketing mistake.
Is programmatic worth it for a smaller budget?
Usually not. Programmatic earns its place when there is a genuine reach requirement that search and social cannot meet, and below that threshold the same money buys better intent elsewhere. We will tell you when that is the case rather than sell the channel.
Which attribution model do you use?
Whichever one you understand the biases of, stated explicitly and cross-checked against your CRM. There is no correct model, only models with different distortions, and the failure is treating any of them as a causal claim rather than a description of what was touched.
How long before the programme settles?
Measurement work shows up within weeks. Channel-level results need a full learning period each, so a multi-channel programme typically needs a quarter before the reallocation decisions are being made on readable data rather than on early noise.
Start with an audit
Send us what you are running. We will tell you what we would look at first in Performance, and whether it is the right place to start at all.