Performance starts before the ad and continues after the click.

Performance marketing uses paid distribution with measurable actions, so campaign decisions can be tied to what the business is actually trying to achieve. The audience, the offer, the creative, the landing experience and the tracking all influence that result — which is why the useful question at the start is what the campaign should create, not how much to spend.

Audience targeting decides who sees the campaign; the offer decides whether it means anything to them. A precisely targeted ad for an unclear offer performs worse than a broad ad for an obvious one, because the offer is what the person is being asked to act on.

Effective ad creative is built to answer a question about the audience rather than to look good in a review. The same offer can be led by the problem, the outcome, a demonstration or proof — and which one works tells you something about the buyer that carries into the landing page, the sales conversation and the next campaign.

Conversion tracking connects campaign activity to the measurable actions a business cares about, such as an enquiry, a purchase or a booking. The exact setup depends on the platforms, the website and the downstream systems available — and what it produces is strong evidence about what worked, not a perfect ledger.

Campaign optimisation is a loop: ask a question, change one important variable, run it long enough to mean something, and decide what the result justifies. The variables worth changing are the audience, the offer, the creative angle, the landing message and the friction in the form — and changing several at once produces a result nobody can act on.

A lower cost per enquiry is not automatically better if those enquiries are irrelevant, poorly matched, or unlikely to become useful business opportunities. Cost per enquiry is only meaningful next to what the enquiries turn out to be — which means the campaign has to be judged on what came back, not on what it cost to make the phone ring.

Performance marketing buys distribution against a measurable objective and stops when the budget stops. Organic social builds a presence and a relationship with people who chose to follow. SEO and answer-engine work earns discovery in search over time. Most businesses want more than one of them, and they are run differently enough that they are scoped separately.

Scope depends on how many channels and campaigns are running, how many offers and markets are involved, how much creative is produced, how many landing pages the campaigns need, how much conversion tracking has to be implemented, whether the workflow is lead generation or ecommerce, whether downstream outcomes can be connected back from a CRM, and how deep the testing and reporting go.

Selected marketing and campaign work. The scope shown under each project is listed from its own record.

What is performance marketing?

Paid distribution run against a measurable action, so campaign decisions can be tied to what the business is trying to achieve. It covers the audience, the offer, the creative, the ads, the landing experience the click arrives at, the tracking underneath it, and the decisions that follow.

What is the difference between performance marketing and digital marketing?

Digital marketing is the whole category — organic search, social, content, email and paid. Performance marketing is the paid part, run against a specific measurable outcome and judged on it.

What is the difference between performance marketing and social media marketing?

Performance marketing buys distribution against a conversion objective and stops when spend stops. Social media marketing builds an organic presence, voice and community with people who chose to follow. They work well together and are scoped as separate services.

What is the difference between paid social and organic social?

Paid social buys an audience against an objective with a media budget behind it; organic social earns one over time. Running ads on Instagram or LinkedIn is paid social and belongs to this service, even though the organic work happens on the same platforms.

Google Ads or Meta Ads — which is better?

Neither, in the abstract. Search platforms reach people who are already looking for something; feed platforms reach people who were not and have to earn the attention. The right one depends on whether demand for your offer already exists in search.

Which ad platform should we use?

The one where the demand exists, the audience behaves the way your offer needs, and the action that matters can actually be measured. Not every business needs both Google and Meta, and we would rather recommend one channel with a reason than two because a package includes them.

Do we need a landing page for paid campaigns?

Usually, yes. A campaign sending traffic to a general homepage asks the visitor to rediscover why they clicked, and most of them will not. What the page needs to do is continue the ad — same promise, same language, one relevant next step.

What should a campaign optimise for?

The action closest to the business outcome that can be measured reliably. Optimising for clicks is easy and usually optimises for the wrong thing; optimising for an enquiry or a purchase is harder to set up and worth the trouble.

What is conversion tracking?

The connection between campaign activity and the measurable actions the business cares about — an enquiry, a purchase, a booking. What can be set up depends on the platforms, the website and the downstream systems available.

Is attribution exact?

No. Ad platforms, analytics and your CRM will each report a slightly different version of the same week, because of privacy controls, attribution windows, blocked tracking, cross-device behaviour and outcomes that happen offline. We reconcile the sources we have and decide on the direction they agree on, rather than treating one dashboard as absolute.

What is a qualified lead?

An enquiry from somebody with the problem you solve, close enough to a decision to be worth a real conversation. Which specifics count as qualified is agreed with you at the start, because it is your definition that the campaign has to optimise towards.

Why can a low cost per lead still be a bad campaign?

Because cheap enquiries that are irrelevant, poorly matched or unlikely to go anywhere cost more than they appear to — in sales time, and in the budget that kept flowing towards them. Cost per enquiry only means something next to what the enquiries turned out to be.

What makes ad creative effective?

That it is built to answer a question about the audience rather than to satisfy a review. The same offer led by the problem, the outcome, a demonstration or proof will perform differently, and which one wins tells you something that carries into the landing page and the sales conversation.

How do campaign tests work?

One important variable at a time — audience, offer, creative angle, landing message or form friction — run long enough that the result is not noise, and judged against the outcome rather than the click. Changing several things at once produces a result nobody can act on.

How is budget reallocated?

On evidence about what came back, not on which ad looked most exciting. A campaign with a clear downstream signal gets maintained or extended; one producing traffic that does not fit gets its offer or audience changed before its budget; one without enough evidence yet gets more time or a deliberate stop.

Can Branditify guarantee leads, sales or ROAS?

No. Anyone guaranteeing a return on ad spend is describing something they do not control — the market, the competition and the platforms all move. What we commit to is the work that does determine the outcome: campaign structure, audience and offer, creative testing, landing alignment, tracking, and honest decisions about what the evidence supports.

What determines the scope of a performance marketing engagement?

How many channels and campaigns run, how many offers and markets are involved, how much creative is produced, how many landing pages are needed, how much tracking has to be built, whether the workflow is lead generation or ecommerce, whether downstream outcomes can be connected back, and how deep the testing and reporting go.

Is ad spend separate from your fee?

Yes. Media budget is paid to the advertising platforms and is separate from the work of planning and running the campaigns. How that is handled for a given engagement, including who holds the ad accounts, is set out in that engagement’s scope.

What do you need from us?

Access to the ad accounts and analytics, whatever brand and product material exists, somebody who can answer questions about the business, and a way to tell us which enquiries turned out to be any good. The last one is what makes the campaign improve.

Who owns the ad accounts and campaign data?

You do. Ad accounts, tracking configuration and campaign data stay in your name throughout, and handover includes the accounts and the reasoning behind how they are set up.