Measured against revenue, not reach.

Performance marketing ties ad spend directly to measurable outcomes — clicks, leads or sales — rather than broader goals like reach or brand awareness. Every paid search and social campaign here is built around that accountability, so results can be traced back to spend.

It depends on where the buyer is in their journey. Google Search and Shopping tend to capture people already looking for a solution, so they convert faster on existing intent. Meta and Instagram are stronger for building awareness and retargeting audiences before they are ready to buy. Most accounts run both together — Meta building the funnel, Google closing it.

Against the metrics that map to the business outcome — return on ad spend, cost per lead or cost per acquisition, and conversion rate — rather than vanity numbers like impressions or reach. Conversion tracking is set up first so these numbers can be trusted.

Pixel and analytics tracking — Meta Pixel, Google Ads conversion tracking, GA4 — is configured before campaigns go live, so every lead or sale can be traced back to the ad, keyword or audience that produced it.

Continuously. Multiple creative variations run at once, performance is reviewed on a regular cycle, underperforming creative is cut, and the variations that are actually converting get scaled.

Yes. The platforms and creative differ — Shopping ads and catalogue-based Meta ads for e-commerce, lead forms and intent keywords for service businesses — but the same measurement discipline applies to both.