Growth
Performance marketing is buying demand where the numbers justify it: paid search and paid social managed against cost per qualified enquiry rather than clicks or impressions.
Stated as we hear it, before any mention of what we would do about it.
Qualitative, because we do not publish numbers we cannot evidence.
Scope
2–4 weeks to restructure; performance change within the first month.
The boundary
Naming the boundary early removes the most common source of disappointment in an engagement.
Performance marketing is buying demand where the numbers justify it: paid search and paid social managed against cost per qualified enquiry rather than clicks or impressions.
Businesses whose paid spend has risen while enquiries have not; Companies needing demand faster than organic can deliver; and Teams unable to say what a lead currently costs
Account and spend audit; Campaign restructure around commercial intent; Landing page and conversion work, because the click is only half of it; Conversion tracking that survives ad blocking; and Reporting against cost per qualified enquiry
Spend has increased and enquiries have not; Nobody can state the current cost per qualified enquiry; and Campaigns send traffic to pages that were never built to convert it
Spend concentrated where it produces qualified enquiries; Landing experiences built for the campaign rather than borrowed; and Conversion tracking that survives ad blocking
2–4 weeks to restructure; performance change within the first month.
Spending budget on channels where your buyers demonstrably are not
Connected
Describe where the work currently is and what it has to achieve commercially. We will tell you what we would scope, what we would leave alone, and whether this is the right service to be buying first.
