Attribution that double-counts
Adding up platform conversions produces more sales than the business actually made.
Paid acquisition
Performance marketing judged on contribution, not clicks
Paid media across search, social, marketplaces and display, run as one system with a shared target — so channels stop arguing over credit and start compounding.
Engagement snapshot
- Best for
- Scaling paid budgets
- Cadence
- Weekly optimisation, monthly review
- Core metrics
- CAC, ROAS, contribution margin
- Testing
- Documented, hypothesis-led
Overview
Every channel gets a job, a target and a stop-loss
Performance marketing goes wrong in a predictable way: each platform reports the conversions it touched, the total exceeds actual sales, and budget flows to whichever channel claims credit most aggressively. Meanwhile true acquisition cost quietly rises.
We start with the arithmetic that decides everything — gross margin, average order value, repeat purchase rate and payback period. Those numbers set the maximum you can afford to pay for a customer. Then each channel receives a specific job and a target consistent with that ceiling.
Measurement combines platform data with a blended view of total spend against total new customers, plus periodic holdout tests where the spend justifies them. It is less flattering than platform dashboards and considerably more useful.
What you get
- A defensible CAC target — derived from your margins, not an industry benchmark.
- Budget that moves weekly — money follows evidence instead of last quarter's plan.
- Tests that accumulate — a written record so learning outlasts staff changes.
- Honest channel comparison — one blended target instead of six self-reported ones.
- Predictable scaling — you know what breaks before you spend into it.
Problems we solve
The situations that usually bring clients here
Rising CAC at scale
Costs climb as budget increases and nobody knows where the efficient ceiling sits.
Unclear payback
The business cannot say how many months it takes to earn back the cost of acquiring a customer.
Untracked tests
Experiments run without a record, so the same losing idea gets retried every few months.
Our process
Research → Strategy → Implementation → Optimisation → Reporting → Growth
Six stages, run in order, with a clear owner and a defined output at each one.
Research
Unit economics, funnel diagnostics, channel audit and competitive cost benchmarking.
Strategy
Target CAC by segment, channel roles, budget allocation and a testing roadmap.
Implementation
Tracking architecture, campaign builds, creative production and landing page work.
Optimisation
Weekly budget reallocation, bid and creative decisions with documented reasoning.
Reporting
Blended CAC, contribution margin and payback period alongside channel detail.
Growth
Scale proven segments, add channels deliberately and retire what stops paying.
Services included
What the engagement covers
Channel management
Google, Meta, LinkedIn, marketplace and programmatic media under one strategy.
Testing programme
Creative, offer, audience and landing page tests sized for readable results.
Funnel architecture
Campaign structure matched to how buyers in your category actually decide.
Measurement infrastructure
Server-side tracking, offline conversion imports and consent-compliant data flow.
Budget planning
Forecasts and scenario models so finance knows what incremental spend should return.
Incrementality testing
Geo holdouts and blackout tests to confirm which spend is genuinely creating sales.
Tools & platforms
The stack we work in
We use the platforms your team already knows, configured properly, with access shared from day one.
Google Ads
Meta Ads Manager
LinkedIn Campaign Manager
GA4
Google Tag Manager
Server-side GTM
Looker Studio
Amazon Ads
Northbeam-style blended attribution
Sample case study
Finding the efficient ceiling
- Objective
- Grow monthly new customers 2X without pushing payback beyond four months.
- Strategy
- Modelled contribution margin by cohort, set channel-specific CAC caps, ran a geo holdout on display, and shifted 22% of budget from retargeting to prospecting.
+96%New customers
3.7 moPayback
-21%Blended CAC
+134%Contribution
Illustrative sample based on typical project patterns, not a named client account.
FAQs
Performance Marketing questions, answered
Ads management optimises inside platforms. Performance marketing sets the economic targets those platforms must hit, decides how budget moves between them, and verifies that reported results match actual revenue.
Blended CAC, contribution margin, payback period and channel-level ROAS or CPL — in that order. Platform-reported conversions are context, not the headline.
There is no fixed floor, but below roughly a lakh per month across channels the testing loop becomes slow and results stay noisy. We will tell you if organic channels are the better first investment.
It measures what would have happened without the spend, usually by holding out matched regions. It is worth running once spend on a channel is large enough that a 15% error matters — typically above a few lakh per month.
By marginal return. Each channel gets more budget only while the next rupee still returns above your target, which is why allocations change monthly rather than annually.
Yes. In multi-agency setups we often own measurement and budget allocation while specialists keep their channels, provided everyone reports into one shared definition of success.
Related services
Often combined with
SEO Services
Technical, content and authority work that builds durable organic visibility.
Explore serviceConversion Rate Optimisation
Research and testing that lifts revenue from the traffic you already have.
Explore serviceAnalytics & Reporting
Measurement you can trust, and dashboards that answer business questions.
Explore serviceReady to grow your business?
Tell us your goal and we will map the fastest realistic route to it — channels, budget split, timelines and the numbers we will hold ourselves to.