Performance marketing
Google Ads, Meta Ads and lead generation, measured by what reaches sales.
Performance marketing is advertising judged by outcomes: qualified leads, booked visits and sales, not impressions or clicks. The articles in this section explain how to plan, run and measure campaigns on Google and Meta so that spend can grow without the cost of each customer getting out of hand.
You will find guides on campaign structure, audiences and creative testing, landing pages, conversion tracking with pixels and server-side events, lead quality and follow-up, budgets and when to scale, and how to read a campaign report. We also write about choosing and working with an agency, including what you should always own: your ad accounts, pixels and data.
Many of the examples come from our campaigns for real estate developers, where results are measured in site visits and bookings rather than form fills. Every campaign is different, so we explain the reasoning behind the numbers as well as the numbers themselves.
To have campaigns planned and managed for you, see our performance marketing services, including Google Ads and Meta Ads management.