Capability 05 · Spend that reports back

Clicks are cheap. Customers are the number.

Performance Marketing buys attention against outcomes you can verify. Paid search, paid social, retail media and programmatic run on a measurement layer you own, with consented tracking, incrementality testing, and creative produced at the volume today’s auctions demand.

Start a performance brief How it runs
Typical start
4–6 weeks to a measured baseline
Channels
Search · social · retail · programmatic
Standard
Incrementality, not last click
Media plan · 6-week flightYour company

An illustrative media plan: five channels with budget share and spend pacing against plan, beside a geo holdout test where test regions pull ahead of holdout regions to show incremental conversions.

Week 2 · geo holdout, 12 test / 12 control regions · incremental conversions Reading · too early to callWeek 4 · geo holdout, 12 test / 12 control regions · incremental conversions +7.8% · 90% CI 1.2–14.0Week 6 · geo holdout, 12 test / 12 control regions · incremental conversions +9.4% · 90% CI 4.1–14.2 Illustrative

What we do · 6 parts

Measurement first, then media

Nothing scales on numbers that cannot be trusted. The measurement layer is built and validated before budget moves.

A hand-drawn line chart on paper beside a ruler, pens and a notebook on a wooden desk
  1. 01

    Measurement & tracking foundation

    Server-side tagging, conversion APIs, consent mode and offline conversion imports, so platforms optimise towards real outcomes instead of page views.

    Server-side · consented
  2. 02

    Paid search & shopping

    Search, shopping feeds and automated campaign types managed against margin and qualified pipeline, with query and placement hygiene done weekly.

    Search · shopping feeds
  3. 03

    Paid social & video

    Social and video campaigns built for each platform’s auction, with creative volume, audience structure and frequency planned together.

    Social · video
  4. 04

    Retail media & marketplaces

    Sponsored placements on marketplaces and retailer networks, planned alongside listing quality and stock rather than in isolation.

    Marketplaces · retailers
  5. 05

    Creative testing at volume

    A testing framework with a hypothesis per variant, enough versions to learn from, and AI-assisted variants reviewed by a person before they run.

    Hypothesis per variant
  6. 06

    Incrementality & budget allocation

    Geo holdouts, matched-market tests and a media-mix read that show what spend adds, feeding a budget model rather than a last-click report.

    Holdouts · mix model

How it runs · 4 stages

Six weeks to a baseline, then compounding

The first phase fixes measurement and creative supply. Scaling starts once the numbers hold up.

  1. 01

    Wk 01–02

    Audit

    Accounts, tracking, consent, feeds, creative and history reviewed. Waste and blind spots listed with an estimate of what each one costs.

    • Account audit
    • Tracking gap list
    • Baseline report
  2. 02

    Wk 02–04

    Instrument

    Server-side tagging, conversion APIs, consent handling and offline conversions implemented and validated end to end.

    • Measurement layer
    • Consent configuration
    • Conversion validation
  3. 03

    Wk 04–08

    Launch

    Restructured campaigns, new creative in volume, audience and bidding strategy set, with a testing calendar running from week one.

    • Campaign structure
    • Creative batch
    • Test calendar
  4. 04

    Ongoing

    Scale

    Weekly optimisation, monthly incrementality reads and quarterly reallocation across channels, each decision recorded against evidence.

    • Weekly optimisation
    • Incrementality reads
    • Budget model

In practice · holdout read-out

Platforms report what they touched. A holdout shows what they caused.

Regions are split into matched test and control groups before spend moves. The read-out compares them, so the lift you report is the lift the money bought.

Geo holdout · Paid social, 6 weeksTest vs control
Geo holdout · Paid social, 6 weeks: illustrative sample
Region groupSpendConversionsPer 100k peopleRead
Test · North cluster ₹18.4L2,18471.2Exposed
Test · West cluster ₹21.1L2,43669.8Exposed
Control · South cluster —1,90264.9Held out
Control · East cluster —1,65564.1Held out
Pre-period fit 8 weeksr = 0.96—Matched
Incremental lift
+9.4%90% CI 4.1–14.2
Incremental ROAS
2.1×vs 4.8× platform-reported
Budget decision
Scale +30%Signed off by finance

Illustrative Not a client result. Real read-outs publish the method, the matching and the interval.

What you get

Accounts, tracking and tests all in your name.

Ad accounts, conversion tracking, the test library and the incrementality read-outs stay yours, documented so another team could run them tomorrow.

A hand marks a printed sheet of bar and ring charts with a pencil beside a calculator and a laptop
Read weeklyjudged on lift, not on clicks
Performance Marketing deliverables and their formats
#DeliverableFormat
01Account & tracking auditReport
02Server-side measurement implementationTag manager · conversion APIs
03Campaign structure & bidding strategyAccounts · document
04Creative testing framework & assetsSheet · assets
05Incrementality test design & resultsReport
06Performance dashboardLooker · Power BI
07Monthly budget allocation modelSheet

What changes

Spend that proves itself. Three numbers finance will sign.

Each measured against a holdout, not a platform’s own report. Aims against your baseline, not guarantees.

  1. Numbers the board can trust

    Consented, server-side measurement with offline conversions, so reported revenue reconciles with the finance view.

  2. Creative supply that keeps up

    A testing framework and a production rhythm that feed the auction enough genuinely different variants to learn from.

  3. Budget moved on evidence

    Holdout and matched-market tests decide where the next unit of spend goes, not the last-click report.

Tools we work in

Bought on the platforms. Judged in your warehouse.

The ad, analytics and data tools performance marketing runs on. Named as tools we use, not partnerships. Bidding automation runs inside budgets a person sets.

  • Google
  • Google Analytics
  • Google Tag Manager
  • Google BigQuery
  • Looker
  • HubSpot
  • Shopify
  • Semrush
  • PostHog
  • Mixpanel

Also in use

  • Power BI
  • Salesforce
  • dbt
  • OpenAI

Frameworks we build to

Tracking that respects consent, models that can be explained.

Frameworks our tracking, audiences and automated bidding are checked against. We build to them; they are not certifications we hold.

  • GDPR — General Data Protection Regulation (EU) 2016/679

    General Data Protection Regulation (EU) 2016/679

    Pixels and conversion APIs fire only after consent, with Consent Mode signals passed to ad platforms and server events minimised.

  • DPDP Act 2023 — Digital Personal Data Protection Act, 2023

    Digital Personal Data Protection Act, 2023

    Customer-match uploads limited to people who agreed to marketing, hashed before upload and deleted when consent is withdrawn.

  • WCAG 2.2 AA — Web Content Accessibility Guidelines

    Web Content Accessibility Guidelines

    Landing pages built for the click are checked for contrast, focus order and form labels, not just conversion rate.

  • NIST AI RMF 1.0 — AI Risk Management Framework

    AI Risk Management Framework

    Automated bidding and audience models documented: what they optimise, the guardrails on spend, and who reviews them each week.

Services & packages

Fix the measurement, then scale the spend.

Paid search, paid social, retail media and programmatic, run in your accounts on a measurement layer you own. Consented tracking, creative volume and incrementality testing, so the budget moves on evidence.

Categories
04
Services
16
Packages
04
Not sure what you need? Describe the problem

How to buy

  1. 01Pick services. Enquire about one, or add several to a brief.
  2. 02Choose how to engage. A sprint, a fixed project or an ongoing team.
  3. 03Send the brief. We reply within one working day.

Browse by category

Timelines are typical. Every quote follows a written scope.

01Measurement foundation

4 services
Typical timeline: 2–3 weeks

Paid media audit

An independent read on accounts, tracking, feeds and creative, with the waste quantified and a ranked list of what to fix first.

What’s included

  • Account structure and bidding review
  • Tracking and consent validation
  • Creative and landing page review
  • Ranked fix list with estimated impact
  • Audit
  • Ranked fixes

Best forAdvertisers who suspect the spend is working harder than it should.

Typical timeline: 3–6 weeks

Server-side tracking & consent

Server-side tagging, conversion APIs and consent mode implemented and validated, so platform data survives privacy changes.

What’s included

  • Measurement plan tied to revenue events
  • Server container and conversion API set-up
  • Consent mode and banner integration
  • End-to-end validation and documentation
  • Server-side
  • Consent mode

Best forAdvertisers whose conversion counts fell and never recovered.

Typical timeline: 3–5 weeks

Offline & CRM conversion imports

Sending qualified leads, sales and returns back to the ad platforms, so bidding optimises for revenue rather than form fills.

What’s included

  • CRM to platform conversion mapping
  • Automated import pipeline
  • Lead quality and value modelling
  • Validation against finance numbers
  • CRM
  • Value-based bidding
  • Salesforce

Best forB2B and considered-purchase advertisers optimising on the wrong event.

Typical timeline: 3–5 weeks, then ongoing

Product feed management

Clean, enriched and rule-driven product feeds, because shopping and retail media performance is mostly a feed problem.

What’s included

  • Feed audit and error resolution
  • Attribute enrichment and titles
  • Rules by margin, stock and seasonality
  • Monitoring and disapproval alerts
  • Shopping feeds
  • Enrichment

Best forRetailers whose shopping results are limited by feed quality.

02Channels

5 services
Typical timeline: Ongoing, monthly

Paid social & video

Social and video campaigns built for each auction, with account structure, audience strategy and creative volume planned together.

What’s included

  • Account structure and audience strategy
  • Creative brief and weekly variants
  • Frequency and saturation management
  • Weekly optimisation and reporting
  • Social
  • Video

Best forBrands whose social results depend entirely on one old ad.

Typical timeline: Ongoing, monthly

Retail media & marketplaces

Sponsored placements on marketplaces and retailer networks, planned with listing quality, price and stock rather than in isolation.

What’s included

  • Listing and content quality review
  • Campaign structure by category and term
  • Stock and margin-aware bidding
  • Share of shelf and performance reporting
  • Marketplaces
  • Retail networks

Best forBrands selling through marketplaces as well as their own site.

Typical timeline: Ongoing, monthly

Programmatic, display & CTV

Programmatic buying with inventory quality, brand safety and frequency treated as first-order decisions rather than default settings.

What’s included

  • Inventory and supply-path review
  • Audience and contextual strategy
  • Brand safety and exclusion lists
  • Reach, frequency and outcome reporting
  • Programmatic
  • CTV

Best forAdvertisers buying reach without knowing where it ran.

Typical timeline: 4–6 weeks to set up, then monthly

App install & engagement campaigns

App campaigns measured on what users do after install, with attribution, events and creative built for the store and the feed.

What’s included

  • Attribution and event set-up
  • Store listing and creative optimisation
  • Install and post-install campaign structure
  • Cohort and retention reporting
  • App installs
  • Retention

Best forApp teams buying installs that never open the app twice.

03Creative & conversion

3 services
Typical timeline: Ongoing, monthly

Performance creative studio

A weekly supply of ad creative built from what is working, in the formats and aspect ratios each platform needs.

What’s included

  • Creative strategy from performance patterns
  • Weekly static and video variants
  • Platform-specific formats and cut-downs
  • Creative-level performance read
  • Weekly batches
  • All formats
  • OpenAI

Best forAdvertisers whose creative pipeline cannot feed the auction.

Typical timeline: Ongoing · monthly cycles

Creative testing programme

Structured testing with one hypothesis per variant, so you learn which idea works rather than which colour won.

What’s included

  • Testing framework and hypothesis log
  • Test calendar and sample size guidance
  • Analysis at concept and element level
  • Learning library that informs the next brief
  • Hypotheses
  • Learning library

Best forTeams running tests that never produce a conclusion.

Typical timeline: 3–6 weeks

Landing pages & conversion optimisation

The page the ad sends people to, built and tested for one action, with speed and accessibility treated as conversion factors.

What’s included

  • Page design, copy and build
  • Form, tracking and consent set-up
  • Speed and accessibility checks
  • Test plan and iteration
  • CRO
  • Fast pages

Best forAdvertisers paying for clicks that land on a slow page.

04Measurement & allocation

4 services
Typical timeline: 6–10 weeks per cycle

Incrementality testing

Geo holdouts and matched-market tests that show what your media adds, designed so the result survives scrutiny.

What’s included

  • Test design and market matching
  • Execution and monitoring
  • Analysis with confidence stated plainly
  • Decision recommendation
  • Holdouts
  • Geo tests
  • dbt

Best forTeams whose platform-reported returns look too good to be true.

Typical timeline: 8–12 weeks

Media mix read

A modelled read of how channels contribute together, used alongside experiments rather than instead of them.

What’s included

  • Data preparation across channels
  • Model build and validation
  • Contribution and saturation curves
  • Scenario planning for budget changes
  • Mix modelling
  • Saturation

Best forAdvertisers with enough history and several channels in play.

Typical timeline: 4–6 weeks

Paid media dashboard

Every channel in one view, on agreed definitions, reconciled with your CRM and finance numbers.

What’s included

  • Data pipeline from platforms and CRM
  • Cost, conversion and margin views
  • Alerting for spend and performance anomalies
  • Monthly commentary
  • Dashboard
  • Reconciled
  • Power BI

Best forTeams whose channel reports never add up to the same total.

Typical timeline: 3–5 weeks

Budget allocation model

A model that turns test results and saturation curves into a defensible budget split, with scenarios for more and less.

What’s included

  • Channel role and allocation logic
  • Scenario modelling for budget changes
  • Quarterly reallocation process
  • Board-ready summary
  • Allocation
  • Scenarios

Best forMarketing leaders defending next year’s budget.

Your brief

Tick “Add to brief” on any service, choose a package, then continue. Or enquire about one service directly.

Start a project

Ways to engage. Same team, same standard.

Three ways in, from a two-minute question to a formal RFQ. Each is read in full by the lead for the work, and anything already in your brief goes with it.

Or book a thirty-minute call

What are you sending?

  1. 01

    About 2 minutes4 required answers

    For a first conversation, a press request, or anything that does not need a scope yet.

    You get A reply from a lead, not a sales queue

  2. 02Most useful

    About 8 minutes5 short steps

    Goals, audiences, a budget band and timing. Enough for us to come back with a shape, not only questions.

    You get Options and a first scope after one call

  3. 03

    About 15 minutesYour documents attached

    Your pack, your deadlines, and the procurement and security rules the work must meet.

    You get Receipt confirmed and a named bid lead

How it is priced

Each package shows how it is priced. Every engagement starts with a written scope and a quote agreed before work begins.

  • Typical length
    Ongoing · 6-month minimum
    Pricing
    Monthly fee

  • Typical length
    1–3 weeks
    Pricing
    Fixed fee

  • Typical length
    4–12 weeks
    Pricing
    Fixed price

  • Typical length
    Ongoing · 3-month minimum
    Pricing
    Time & materials
Compare what each package includes
What every engagement package includes, and who it suits
PackageEvery engagement includesBest for
RetainerReserved monthly capacity to run, improve and extend what we built.
  • A reserved block of team time every month
  • Agreed response times for requests and fixes
  • A monthly review and a rolling backlog
  • Continuous improvement, not just upkeep
 Brands and products after launch that need a steady team without hiring one
SprintOne fixed question, answered in one to three weeks.
  • Scope and outcome agreed before day one
  • One senior lead and the specialists the question needs
  • A working review every week
  • A decision-ready output, not a status deck
 Discovery, a diagnostic, a prototype or a decision you need to make soon
ProjectA defined scope, delivered for a fixed price.
  • Statement of work with deliverables and acceptance criteria
  • A named project lead and a fixed team
  • A shared plan with dated checkpoints
  • Source files and IP transferred on delivery
 Work you can describe up front: an identity, a system, a set of tools
SquadA dedicated team working inside your stack, tools and sprint cadence.
  • Named specialists matched to your roadmap
  • Your tools, your rituals, your backlog
  • Scale the team up or down each month
  • Knowledge transfer built in from week one
 Teams with a clear roadmap that need more senior hands, fast

Questions

Asked about performance, answered plainly.

Anything else, ask us directly. The first conversation is about your goal, not our credentials.

01Do you charge a percentage of ad spend?

Commercial models are agreed per engagement, and we are glad to work on a fee that is not tied to spend so the incentive stays on outcomes. Exact terms are set in the agreement.

02Who owns the ad accounts?

You do. Campaigns run in your accounts, under your billing, with your data, and access is handed back in full at the end of the engagement.

03Is last-click attribution still useful?

As a diagnostic, sometimes. As a budget decision, no. We combine platform data, consented first-party measurement and incrementality tests, and add a media-mix read once there is enough history.

04How does privacy change paid media?

Consent mode, server-side tagging, first-party data and modelled conversions now carry what third-party cookies used to. We build the consented path first and treat anything that depends on cookies as temporary.

05How much creative do we need?

More than most teams expect. Platforms now optimise across creative more than audiences, so a steady supply of genuinely different concepts, not colour variants, is what moves cost per acquisition.

Works best with

Performance buys the click. These two make it worth buying.

Each capability stands on its own. These two are the ones performance most often runs alongside.

Capability 06 One plan, every channel Omnichannel Marketing Strategy Defining who to reach, where and when, and how we'll know it worked. Explore Capability 04 Borrowed trust, handled carefully Social & Influencer Activation Placing brands inside real conversations through the right creators and platforms. Explore

Let’s build what happens next.

Tell us what you’re building. We’ll answer straight.

Book a discovery call

Three ways to start

Every engagement starts with a written scope and a quote agreed before work begins.

Choose one of the three ways above
See the work Explore our services Industries we serve Meet the team Email us Read our approach