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Paid Acquisition · Performance Optimization
Performance Marketing That Scales Revenue Predictably.
Expert paid advertising across Meta, Google, LinkedIn, TikTok and emerging platforms. ROAS-focused strategy. We manage campaigns, optimize bids, test creatives and scale winners. The post-click funnel is part of our scope.
2.8x
Avg ROAS managed
150+
Campaigns optimized
Definition
What is Performance Marketing?
Performance marketing is a paid advertising model in which every pound of spend is tied to measurable business outcomes: clicks, leads, sales or return on ad spend (ROAS). It covers the full spectrum of paid channels including Meta Ads, Google Ads, LinkedIn Ads and TikTok Ads, managed through continuous data-driven optimisation to reduce cost per acquisition over time. Unlike brand advertising where success is measured in reach or impressions, performance marketing is accountable to revenue: if the campaign does not return more than it costs, it gets restructured or paused.
Koldconvert performance marketing is a paid acquisition service for B2B companies, e-commerce brands and SaaS businesses. The team has optimised 150+ campaigns and manages the full performance stack: campaign structure, audience strategy, creative testing, landing page conversion and attribution. The post-click funnel is in scope. Koldconvert does not hand off at the ad click and consider the job done.
150+
Campaigns optimised
2.8x
Avg ROAS managed
Meta + Google + LinkedIn
Primary ad platforms
Diagnosis
Signs You Need Performance Marketing
- You are spending on ads but cannot clearly connect that spend to revenue. The ROAS number in your dashboard does not match what lands in your bank account.
- Your cost per lead has been creeping up for three months and no one on the team has a structured plan to reverse it beyond pausing and restarting campaigns.
- You have tested ad creatives but there is no structured testing framework, so you cannot tell which variables actually drove results.
- Your paid channels are siloed: the Meta team does not talk to the Google team and neither talks to the landing page or CRM, so attribution is a guess.
- You have money to invest in paid acquisition but no confidence in where to spend it first, and no framework for scaling winners without blowing budget on untested channels.
Ideal Fit
Who This Is For
B2B SaaS Companies
SaaS businesses at Series A and beyond with a defined ICP but inconsistent paid acquisition results. You need a structured approach to multi-channel paid that aligns CAC with LTV and creates a repeatable pipeline engine.
E-commerce and DTC Brands
Brands spending GBP10,000 or more per month on Meta and Google who are not satisfied with their ROAS and need rigorous creative testing, better audience segmentation and post-click funnel accountability.
Growth-Stage B2B Companies
Professional services, FinTech and marketplace businesses that have proven product-market fit and need paid acquisition to accelerate growth beyond referrals and organic, with proper tracking and attribution from day one.
In-House Teams Needing Specialist Support
Marketing teams with strong brand and content capabilities who lack dedicated paid media expertise across LinkedIn, TikTok and emerging platforms, or who need a structured testing system built alongside their existing activity.
Deliverables
What You Get
- Channel Strategy Document A written playbook covering which platforms to use, budget allocations, campaign objectives and success metrics, aligned to your revenue model.
- Campaign Architecture and Setup Full build of campaign structure, ad sets, audience segments and conversion objectives across every active platform, structured for clean data and easy scaling.
- Ad Creative and Copywriting Written ad copy and creative briefs for every ad format and placement, with multiple variations built for structured A/B testing from launch.
- Landing Page Optimisation Review and improvement of post-click pages to align message, remove friction and increase conversion rate so paid traffic actually converts to leads.
- Attribution and Tracking Setup GA4, UTM framework and multi-touch attribution configuration so revenue is correctly credited across channels without double-counting.
- Weekly Optimisation Reports A structured weekly report covering spend, ROAS, CPL, CTR and test results, with clear next actions and what changed from the prior week.
- Monthly Strategy Reviews A monthly session reviewing cumulative test learnings, budget reallocation recommendations and channel roadmap for the next 30 days.
- Revenue Attribution Dashboard A live Looker Studio or Supermetrics dashboard connecting ad spend to pipeline and revenue so you see the true return on every platform in one place.
Platforms
Where We Advertise
Meta (Facebook and Instagram)
Lead gen, e-commerce and app campaigns. Advanced audience targeting, creative testing and ROAS optimization across the full Meta placement network.
Google Ads and YouTube
Search, display, shopping and video ads. High-intent keyword bidding, Performance Max campaigns and remarketing across the Google network.
B2B lead generation and account-based advertising. Sponsored content, InMail, conversation ads and lead gen forms targeting by job title, company and seniority.
TikTok and Emerging Platforms
Viral short-form video and early-stage platforms. We identify and test emerging ad products before saturation, giving clients a first-mover cost advantage.
Our Approach
The Koldconvert Revenue Attribution Framework
Most agencies report on platform-native metrics (ROAS as Meta calculates it), which systematically overstates performance because platforms claim credit for conversions that would have happened anyway. The Koldconvert Revenue Attribution Framework starts by connecting ad spend to actual revenue in the CRM, not in the ad platform. We build a multi-touch attribution model before any campaign launches, so every creative test and budget decision is made against real revenue data. Within this framework, testing is sequenced: we isolate creative variables first, then audience variables, then bid strategy, so we know which change caused each result. This compound testing approach typically delivers a 30-40% improvement in ROAS within 90 days compared to unstructured optimisation.
Process
How We Optimize Paid Advertising
01
Strategy and Audit
We audit your market, audience segments, competitor ad strategies and existing performance data to define channel mix, budgets, targets and the attribution model we will use to measure success.
02
Build and Configure
We create campaign architecture, write ad copy, design creatives, set up landing pages and configure full tracking including GA4, UTM parameters and CRM integration before a single pound of spend is activated.
03
Launch and Monitor
Campaigns go live with tracking verified, attribution confirmed and daily monitoring in place covering budget pacing, quality score, frequency and early engagement signals to catch problems before they compound.
04
Test and Scale
We run structured tests across creative, audience and bid strategy in isolation, then scale winning combinations and cut underperformers to compound ROAS improvement month over month.
Tech Stack
Tools & Technology
Google Ads
Meta Ads Manager
LinkedIn Campaign Manager
TikTok Ads
GA4
Looker Studio
Triple Whale
Northbeam
HubSpot
Segment
Supermetrics
Ad platforms feed raw performance data into GA4 and Segment for normalisation, then into Looker Studio or Triple Whale for revenue attribution reporting. HubSpot connects CRM deal data so we can track cost per opportunity and cost per closed deal, not just cost per lead.
Engagement
How We Work Together
Paid Ads Audit Sprint
A two-week deep audit of your existing campaigns, tracking setup, attribution model, creative library and audience segmentation. Delivers a prioritised action plan with specific recommendations and an estimate of the ROAS uplift each change could generate. Suited to companies already running paid ads who want an independent diagnosis before committing to ongoing management.
Launch Project
A 6-week fixed-scope project to build and launch your first structured paid acquisition programme. Covers strategy, campaign architecture, creative production, tracking setup and first month of optimisation. Suited to companies new to paid acquisition who need a proper foundation before scaling spend.
Ongoing Management Retainer
Continuous paid acquisition management covering daily optimisation, structured creative testing, budget management, weekly reporting and monthly strategy reviews. Includes landing page improvements and attribution maintenance. Suited to companies ready to scale paid channels as a primary growth lever with a minimum 3-month commitment.
Results
What Clients Achieve
Performance Benchmarks
Paid Advertising Results
2.8x
Avg ROAS managed
18%
Avg landing page conversion
35%
Avg CTR improvement
42%
Avg CPC reduction
Industries
Performance Marketing for Your Industry
SaaS and B2B Software
SaaS companies face long buying cycles where the first paid touch is rarely the last. We build multi-stage funnels that capture high-intent search traffic on Google, nurture with LinkedIn thought leadership ads and retarget with case study content on Meta, tracking pipeline influence rather than just lead volume.
E-commerce and DTC
DTC brands need creative velocity and precise ROAS measurement by product line. We run Meta as the primary acquisition channel with structured creative tests every two weeks, use Google Shopping for bottom-funnel capture and deploy Klaviyo-integrated retargeting sequences that recover abandoned purchase intent.
FinTech and Payments
FinTech companies operate under tight ad policy restrictions on Meta and Google. We navigate these restrictions by focusing on compliance-safe creative, using LinkedIn for enterprise deals and building search campaigns around comparison and review-intent keywords where regulators have less concern.
Professional Services
Law firms, accountants and consultancies have high ACV and long sales cycles, making LinkedIn the primary paid channel. We target by job title and company size, use lead gen forms to reduce friction and run retargeting campaigns that keep the firm visible throughout the 60-180 day buying cycle.
Consumer Brands and FMCG
FMCG brands targeting retail buyers and end consumers require split strategies. We run B2C performance campaigns on Meta and TikTok for direct-to-consumer revenue, and separate LinkedIn campaigns targeting category buyers and retail procurement contacts for trade distribution deals.
Healthcare and Pharma
Healthcare advertising faces the strictest platform restrictions. We focus on compliant educational content campaigns, use Google search for symptom and condition keywords within ad policy boundaries and deploy LinkedIn for healthcare professional and procurement targeting where B2C restrictions do not apply.
Hospitality and Travel
Hospitality businesses need seasonal campaign management and multi-market targeting. We build Google search campaigns that capture high-intent booking traffic, use Meta for inspiration-phase reach and deploy dynamic retargeting that serves property or destination content based on pages visited.
Real Estate and PropTech
Property companies need location-specific targeting and lead quality filters. We use Facebook Lead Ads with qualifying questions to pre-screen inquiry quality, Google search for buy and rent-intent keywords by location, and LinkedIn for commercial property targeting at the CFO and property director level.
EdTech
EdTech companies compete for a small window of high purchase intent around enrollment seasons. We build campaigns that capture this intent through Google search while running year-round Meta nurture campaigns that keep the brand visible in the minds of prospective students between active decision windows.
HR Technology and Recruitment
HR tech targets CHROs, HR directors and recruitment managers, a tight but reachable audience on LinkedIn. We use LinkedIn Sponsored Content for product education, InMail for direct outreach to named decision-makers and retargeting on Meta to maintain presence during the typically 3-6 month evaluation cycle.
Legal Services
Legal firms cannot make outcome guarantees in advertising copy, which limits creative options. We build Google search campaigns around practice area and jurisdiction keywords where intent is high, use LinkedIn for corporate law targeting and deploy remarketing sequences that position the firm's expertise rather than promising results.
Agencies and Consultancies
Agencies selling to marketing directors and CMOs benefit from LinkedIn targeting by seniority and function, combined with thought leadership content ads that demonstrate expertise. We run Google search campaigns for service-specific queries and use retargeting to keep the agency visible across the typically long evaluation and approval process.
Comparison
Koldconvert vs Typical Paid Media Agency
| Factor | Koldconvert | Typical Paid Media Agency |
|---|---|---|
| Success metric | Revenue and pipeline generated, tracked from ad to closed deal | Platform-reported ROAS and CPL, often disconnected from actual revenue |
| Funnel scope | Ad to CRM: includes landing page, tracking and CRM attribution | Ad click is the end of scope; post-click is the client's problem |
| Attribution | Multi-touch model using GA4, Segment and independent tools like Triple Whale | Last-click or platform-native attribution that over-credits their channel |
| Testing cadence | Structured weekly tests with isolated variables and documented learnings | Ad hoc creative swaps with no controlled variable isolation |
| Creative strategy | Brief, write and test creative variations with hypothesis-driven iteration | Rely on client-supplied creative or produce one batch with no testing plan |
| Reporting | Weekly written report plus live Looker Studio dashboard with revenue-level data | Monthly PDF of platform screenshots with limited analysis |
| Channel integration | Coordinated across Meta, Google, LinkedIn and TikTok with unified messaging | Often specialised in one platform with limited cross-channel coordination |
Koldconvert Perspective
Most companies waste the first 60-90 days of a paid media engagement because they launch spend before the tracking, attribution and landing pages are ready. The agency reports on platform metrics while the client assumes those metrics connect to revenue, and they often do not. We believe paid advertising without a revenue attribution model is not performance marketing, it is brand advertising with a performance label. The second mistake is treating creative as a production task rather than a testing programme: one round of creative every quarter cannot compete with brands running weekly structured tests. Our position is that the measurement infrastructure and the creative testing cadence are more important than the channel mix, and that is where most agencies underinvest.
Koldconvert Strategy Team
Buyer's Guide
Questions to Ask Any Performance Marketing Agency
- How do you measure ROAS, and which attribution model do you use? A strong answer will name a specific attribution model (multi-touch, data-driven, time decay) and explain how they connect ad spend to CRM revenue rather than relying solely on platform-reported conversions. A weak answer refers only to what Meta or Google reports.
- Is landing page optimisation part of your scope? Agencies that manage only the ad side and hand off at the click cannot be held accountable for cost per lead, because a bad landing page will undermine even excellent ad targeting. A strong answer confirms post-click conversion is part of their remit.
- How do you structure creative testing and at what cadence? A strong answer describes a hypothesis-led testing framework that isolates one variable at a time (headline, image, CTA or audience) and runs tests on a defined weekly or biweekly schedule. A weak answer is "we test a few variations each month" with no structured methodology.
- What does your reporting include and how often do you send it? A strong answer includes weekly reporting with analysis and next actions, not just data export. Look for agencies that provide a live dashboard in addition to written reports, and that include revenue-level data, not only click and impression metrics.
- Can you show a case study where ROAS declined and explain what you did? Every campaign hits a performance plateau or unexpected drop. How an agency responds to this situation reveals their diagnostic capability and proactivity. An agency that only shares success stories has not been tested on what matters most: recovering from a bad month.
Key Terms
Glossary
- ROAS (Return on Ad Spend)
- ROAS is the ratio of revenue generated to advertising spend, expressed as a multiple. A ROAS of 3x means three pounds of revenue for every one pound spent, before accounting for cost of goods or other operating costs.
- CAC (Customer Acquisition Cost)
- CAC is the total cost of acquiring one paying customer, including ad spend, agency fees and any other acquisition-related costs. CAC compared to LTV (lifetime value) determines whether a paid acquisition strategy is sustainable.
- Multi-Touch Attribution
- Multi-touch attribution is a measurement model that distributes credit for a conversion across all the channels and touchpoints a buyer interacted with before purchasing, rather than crediting only the first or last touch.
- CPL (Cost Per Lead)
- CPL is the total ad spend divided by the number of leads generated in a given period. CPL is a useful efficiency metric but should always be evaluated alongside lead quality and lead-to-customer conversion rate to avoid optimising for cheap but unqualified leads.
- Creative Fatigue
- Creative fatigue is the decline in ad performance that occurs when the same audience sees the same creative too many times. It is measured through rising frequency scores and falling CTR, and is addressed by refreshing creative variations before the decline becomes severe.
- Smart Bidding
- Smart Bidding is Google's automated bid strategy system that uses machine learning to optimise bids in real time based on signals including device, location, time of day and search query intent. It works best when campaigns have sufficient conversion data, typically 30 or more conversions per month.
Questions
Performance marketing, answered
Performance marketing is a paid advertising model where every pound of spend is tied to measurable outcomes such as leads, sales or ROAS. It covers Meta Ads, Google Ads, LinkedIn Ads and TikTok Ads, managed with continuous data-driven optimisation. Unlike brand advertising, performance marketing is accountable to revenue: if a campaign does not return more than it costs, it is restructured or paused.
A good ROAS depends on your margin structure and business model. SaaS typically targets 3-5x. E-commerce targets 2-3x. B2B services target 4-8x. We benchmark against your specific model and industry, then optimise toward your profitability threshold, not an arbitrary benchmark.
Start with 10-20x your target monthly customer acquisition cost. Allocate 60% to proven channels, 30% to structured testing and 10% to emerging platforms. A 3-6 month commitment allows proper learning cycles and prevents premature decisions based on insufficient data.
Weeks 1-2 cover setup and initial data collection. Weeks 2-4 produce early learnings and first optimisations. Months 2-3 reach confident scaling with compound improvements. ROAS typically improves incrementally each month as testing produces clear winners.
Yes. We use platform automation including dynamic creative, smart bidding and Performance Max, combined with AI tools for creative iteration and audience analysis. Every recommendation is human-validated before implementation so automation errors do not compound unchecked.
Meta (Facebook and Instagram), Google Ads and YouTube, LinkedIn, TikTok and emerging platforms including Pinterest and X. Channel selection is based on your audience, offer and budget, not on which platforms we prefer to manage.
Management fees typically range from 10-20% of ad spend, with a minimum monthly retainer. Strategy, creative production and landing page optimisation are priced separately depending on scope. We provide a fixed proposal after an initial strategy call.
Outsourcing makes sense when you lack dedicated multi-platform expertise, need a structured testing framework or your in-house team is stretched across other priorities. We often operate as a specialist overlay alongside in-house teams rather than a full replacement, covering the platforms or competencies where expertise gaps exist.
We implement a multi-touch attribution model using GA4, Segment or an independent attribution platform such as Triple Whale or Northbeam. This eliminates the double-counting that platform-native dashboards produce when multiple channels run simultaneously and over-claim credit for the same conversion.
Koldconvert treats the post-click funnel as part of the campaign scope. Landing page conversion, CRM integration and revenue attribution are included, not sold as optional add-ons. Most agencies optimise for click metrics and leave revenue tracking to the client, which makes it impossible to genuinely know if paid acquisition is profitable.
Positive ROAS is typically achievable within 60-90 days when a solid strategy is in place from day one, including a well-structured campaign architecture, verified tracking and a converting landing page. Campaigns that launch without these foundations take significantly longer to stabilise and often require a full rebuild before they can scale.
We work across SaaS, e-commerce, FinTech, professional services, consumer brands, healthcare, hospitality, real estate, EdTech, HR technology, legal services and agencies. The methodology adapts to the buying cycle, average order value and regulatory environment of each sector.
Ready to optimize your paid ads?
Book a strategy call. We will review your current campaigns, audit your attribution setup and recommend the highest-impact improvements.
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