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Paid Media · Hub

Performance Marketing

Performance marketing is paid media held accountable to measurable outcomes. Every channel has a job, every job has a KPI, and budget follows evidence.
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The building blocks

What goes into Performance Marketing

Channel × Funnel Role Matrix

Hover a cell to see how each channel contributes at each funnel stage.

How I do it

The process

  1. 1

    Objective

    Business goal → campaign objective.

  2. 2

    Plan

    Channels, audiences, budget split, flighting.

  3. 3

    Build

    Structure, tracking, creatives, naming.

  4. 4

    Optimise

    Bids, audiences, creatives, placements.

  5. 5

    Report

    Blended outcomes and learnings.

Principles I follow
  • Write the objective → KPI → benchmark chain before building campaigns.
  • Keep account structures simple enough for algorithms to learn.
  • Test one variable at a time with enough budget to read results.
  • Report blended results across platforms to avoid double-counting.
  • Hold a testing reserve (typically 10–20%) for new ideas.

Measurement

The numbers I watch

Tools I use

  • GAGoogle Ads
  • AMMeta Ads Manager
  • G4Google Analytics (GA4)
  • TMGoogle Tag Manager
  • LSGoogle Looker Studio

What you get

  • Media plan
  • Measurement plan
  • Campaign structure
  • Weekly optimisation log
  • Performance report
Rising CPA

CPA climbs 30% month over month on social.

Check frequency and creative fatigue first, then audience saturation; rotate creatives and broaden audiences before cutting budget.

Illustrative example
Launch with no history

New product, no conversion data.

Start with traffic/engagement optimisation to build signal, then switch to conversion objectives once events accumulate.

Illustrative example
Is performance marketing only for e-commerce?

No — lead generation, app installs, calls and even footfall can be measured and optimised.

How much budget is needed to test?

Enough for the algorithm to exit learning — roughly 50 conversions per ad set per week on Meta is the common guideline.

Need help with Performance Marketing?

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