Every platform says your campaigns are working. Add their reports together and you have sold more than you made. Search claims the sale. Social claims the same sale. The marketplace dashboard claims it again, and the monthly agency deck adds a chart that only goes up. Meanwhile the finance team is looking at a bank balance that does not match any of them.
We run performance campaigns for brands that want the money spent well and reported honestly: consumer brands selling on their own sites and on marketplaces, electronics and appliance makers launching new models, and B2B companies that need qualified conversations with engineers, buyers and finance directors. We do the work ourselves, every week, in accounts that belong to you.
What does a performance marketing agency actually do each week?
Less glamour than the pitch deck suggests, and far more checking. Always-on campaigns drift. Search terms wander into irrelevant queries, audiences tire of the same three ads, a product goes out of stock while its ads keep running, a competitor starts bidding on your brand name on a Tuesday night. The weekly work is catching these things before they cost you a month.
- Paid search: brand, category and competitor campaigns, search term reviews, negative keyword lists, shopping feeds and the automated campaign types kept on a short lead.
- Paid social: Meta, TikTok and other platforms where your buyers actually spend time, with audiences built from your own customer data where consent allows.
- YouTube: short and long video for reach and consideration, cut for the first five seconds because that is all most viewers give you.
- Marketplace ads: sponsored products and brand placements on Amazon, Flipkart, Noon and similar marketplaces.
- LinkedIn: account and job-title targeting for B2B sales cycles that run for months.
Planning which channels get which share of the year, and buying reach media such as video, outdoor or publisher deals, sits with our media planning and buying team. This page is about what happens after the plan: running the always-on campaigns and making them better, week after week.
A flat fee, so our advice is never about your budget size
When an agency earns a percentage of media spend, every recommendation to spend more is also a recommendation to pay the agency more. Most agencies handle that conflict professionally. We prefer not to have it. We charge a flat fee agreed per scope, never a percentage of media, so when we tell you to cut a campaign that is not earning its keep, you can take the advice at face value. The details are on how we charge.
Your ad accounts stay in your company’s name, with your payment method and your ownership. We work inside them with the access you grant. If we ever part ways, you keep every campaign, every audience, every conversion history and every learning, because they were always yours.
Marketplace ads: winning at the size of a thumbnail
On Amazon, Flipkart or Noon, a shopper decides from a product image the size of a postage stamp, a title, a star rating and a price. Ads buy you a place in that grid. They cannot rescue a listing that loses the comparison once the shopper looks closely.
So we look at the listing before we touch the bids: the main image, the first line of the title, the gallery, whether the product is in stock in the regions you are paying to reach. Then we split spend between defending your own brand searches, competing on category searches and appearing on competitors’ product pages, and we review each one on its own economics. A marketplace that reports a healthy return on ad spend can still lose you money once fees, returns and discounts are counted, so we work to your margin, not the platform’s headline. Our e-commerce and D2C team handles the listings and storefronts themselves.
LinkedIn and B2B: campaigns for a buying committee
An industrial component, a software platform or a testing service is rarely bought by one person. The engineer finds you, procurement compares you, a finance director signs off and a plant head worries about downtime. A single “Book a demo” ad aimed at all of them reaches none of them properly.
We build LinkedIn campaigns around the roles in that committee, with a message and an offer for each: a technical note for the engineer, a total-cost comparison for finance, a reference visit or a sample for the person who has to live with the decision. Lead forms are kept short, and every lead is passed to your CRM with its source so your sales team can tell which campaigns produce conversations and which only produce names. For long cycles we report pipeline stages, not just form fills.
Creative tests and landing pages that teach you something
Most creative testing is a hunch with a budget. Three versions of an ad go live, one gets a few more clicks, and nobody can say why. We set up each test to answer one question, and we keep a written log so the answers add up over time.
| What we test | The question | What it cannot tell you |
|---|---|---|
| Opening seconds of a video | Which first image stops the scroll? | Whether those viewers go on to buy. |
| The claim or benefit | Which reason to buy do people respond to? | Whether the claim holds up in the product. |
| Product versus person | Does a face beat a packshot for this audience? | How it performs on a different platform. |
| Offer and price framing | Does a bundle beat a discount? | The long-term effect on full-price sales. |
New creative comes from our campaign and art direction team and, where it fits, from our Studio, so fresh ads arrive on a schedule instead of in a panic when results dip.
Testing should not stop at the click. An ad promises something specific, yet the click often lands on a homepage that promises something general. The shopper who tapped on “the quiet dishwasher for open kitchens” should arrive on a page about noise, with the decibel figure your product team supplies near the top, and a clear next step.
We design and build landing pages for the campaigns we run, matched message to message, fast on a mid-range phone and tested against each other like any other creative. Where the main site needs deeper work, our website team takes it on.
Do your platform reports add up to more sales than you made?
Send us the accountsConversion tracking, and the limits of attribution
Before we optimise anything, we check that the numbers mean what they say. Are purchases counted once or twice? Does the thank-you page fire on refresh? Are offline sales and qualified leads fed back to the platforms? Is consent handled properly, so you are measuring with permission? A campaign optimised against a broken signal gets very good at the wrong thing.
Then we are plain about what attribution can and cannot do. Platform reports credit themselves generously. Cookie restrictions and privacy changes mean some paths to purchase are modelled, not observed. A person who saw your YouTube ad, searched your name a week later and bought from a marketplace will appear in three reports and none of them will be entirely right. We show platform figures alongside your own sales data and say where they disagree. Our wider approach is set out in how we measure, deeper tracking work is done by our analytics, CRM and attribution team, and you can check whether the economics hold with our CAC and LTV calculator.
Incrementality: would those sales have happened anyway?
The most useful question in performance marketing is the one platform dashboards are least able to answer. Brand search campaigns, retargeting and marketplace brand defence can all look extraordinary because they reach people who were already going to buy. Holdout tests separate the sales your ads caused from the sales they merely stood next to.
Pick the question
One campaign or channel whose real contribution is in doubt, and the decision the answer will change.
Design the holdout
A comparable group of regions, audiences or weeks that does not see the ads, sized so the result can be read.
Run it cleanly
No other changes in the test period that could muddy the comparison.
Read it honestly
Report the difference, the uncertainty around it and what it means for the budget, even when the answer is inconvenient.
Not every account has the volume for a clean test, and we will say so. In those cases we use simpler checks, such as pausing a campaign in one market for a set period, and treat the result as a direction rather than a proof.
Budget pacing and reporting you can act on
Budgets go wrong in two directions: spent by the twentieth of the month, or quietly underspent while the season passes. We pace spend against the plan weekly, move money between campaigns on agreed rules, and flag anything that needs your decision rather than making it silently.
Reports lead with what changed, why, and what we are doing next, in the currency and the measures your finance team uses. The case notes below come from our team’s experience in earlier in-house and programme roles, and show how separating audience, message and destination problems keeps a report honest about what it can prove.
