Performance marketing growth plan
Targets for ROAS and cost per acquisition based on your margins, a clear role for each channel, and a budget split that matches what each channel is meant to do.
Performance marketing
Performance marketing where every taka and dollar has a job.
Full-funnel paid media planning where budget moves to whatever returns the best ROAS and cost per acquisition, across Google, Meta and beyond.
Performance marketing overview
Performance marketing means every campaign is judged on a measurable outcome: a sale, a lead, a booked call. Instead of running Google Ads and Facebook Ads as separate islands, I plan them as one system with shared targets and one source of truth for results.
Over more than five years I have worked with 200+ businesses, and the campaigns I have run across Google and Meta have generated more than $25M in sales. The biggest wins rarely come from one clever ad. They come from putting budget in the right place and moving it quickly when the numbers change.
Channel and budget planning
We start by setting targets that match your margins: the return on ad spend or cost per acquisition you can afford. Each channel gets a role, whether that is capturing demand on Google, creating demand on Meta or re-engaging past visitors, and a budget that matches its job.
One view of the numbers
Platforms each claim credit for the same sale. I combine ad data with GA4 and your store or CRM to report blended results, so decisions are based on the revenue that actually reached your account.
Performance marketing vs traditional digital marketing
Traditional digital marketing often reports on reach, impressions and engagement. Performance marketing reports on outcomes: revenue, leads, cost per acquisition and return on ad spend. Every budget decision is tied to a number you can check, which makes it far easier to know when to scale and when to stop.
Full-funnel planning across Google and Meta
Google captures demand from people who are already searching. Meta creates demand from people who have not started looking yet. Retargeting on both brings back visitors who were close to buying. Planning the funnel as one system means each channel is judged fairly for the role it plays.
What's included in my performance marketing service
What you get when I manage your paid media as one performance marketing system.
Multi-channel campaign management
Google Ads, Meta Ads and YouTube planned and managed together, so campaigns support each other instead of competing for the same customers.
Weekly budget pacing
Budgets reviewed and reallocated every week toward the campaigns, audiences and creatives producing the best returns, with spend kept on target for the month.
Blended revenue reporting
Ad platform data combined with GA4 and your store or CRM, so you see blended ROAS and true cost per customer instead of each platform claiming the same sale.
Testing roadmap
A prioritised list of tests across channels, creative, offers and landing pages, with each result recorded so learnings build over time.
Monthly strategy review
A monthly session covering what worked, what did not and the plan for the next month, in plain language you can share with your team.
Who my performance marketing service is for
Built for businesses in the US, UK, Canada, Australia, New Zealand and Bangladesh that want measurable growth.
Brands spending on several channels
Businesses running Google and Meta that want one plan and one set of numbers.
Founders without an in-house team
Owners who need a senior performance marketer without a full-time salary.
Scaling eCommerce stores
Stores ready to grow ad spend while protecting profit.
Marketing teams needing support
In-house teams that want an expert partner for strategy and execution.
My performance marketing process
Audit, track, launch and test, then scale and report: the same process behind $25M+ in sales from Google and Meta Ads.
Audit
A performance marketing audit across every paid channel: Google Ads, Meta Ads and YouTube, plus tracking, landing pages and unit economics, to set realistic ROAS and CPA targets from your margins.
Track
One reliable view of revenue is built by connecting ad platforms, GA4 and your store or CRM, so blended ROAS and true customer acquisition cost can be tracked across all channels.
Launch & test
Each channel gets a clear role, budget and test plan. Google captures demand, Meta creates it and retargeting brings visitors back, with tests on audiences, creative, offers and funnels.
Scale & report
Budget is paced and reallocated weekly toward the channels with the best blended ROAS. A live Data Studio dashboard and monthly strategy review keep every decision tied to revenue.
What I measure
- Blended ROAS
- Customer acquisition cost (CAC)
- Cost per lead
- Revenue by channel
- New vs returning customer revenue
- Marketing efficiency ratio (MER)
Tools I use
The platforms behind this service.
Google Ads
Meta Ads Manager
GA4
Google Tag Manager
Data Studio
Microsoft Clarity
Performance Marketing FAQs
Straight answers to the questions clients ask most.
What does a performance marketer do?
A performance marketer plans and manages paid campaigns against measurable targets such as ROAS, cost per acquisition and revenue, and moves budget between channels based on results.
What is performance marketing?
Performance marketing is paid advertising where you measure and optimise for specific results, such as sales, leads or return on ad spend, instead of impressions or reach.
Which channels do you manage?
Mainly Google Ads (Search, Shopping, Performance Max, YouTube) and Meta Ads (Facebook and Instagram), supported by GA4, Tag Manager and Data Studio reporting.
How do you decide how much to spend on each channel?
Budgets are set from your target ROAS or CPA and moved weekly based on real results. Channels that return more get more; channels that underperform are fixed or reduced.
Do you work with small businesses?
Yes. I work with growing brands and established businesses. The process is the same; the budgets and pace of testing change.
Is performance marketing only for eCommerce?
No. It works for any business that can measure a valuable action, including lead generation, SaaS trials, bookings and phone calls.
What is blended ROAS?
Blended ROAS is your total revenue divided by your total ad spend across all channels. It avoids double counting when several platforms claim credit for the same sale.
How is performance marketing reported?
Through a live Google Data Studio dashboard that combines ad spend, GA4 and sales data, plus a monthly strategy review.
Other services
Services that work well alongside this one.
Ready to get more customers online?
Let's get on a call.
Tell me about your business and current channels. I'll reply with next steps and an honest view of where your growth is coming from.