Performance marketing
Performance marketing, run to one number: what a customer costs you.
Google, Meta and LinkedIn ads managed to cost per lead, cost per order or return on ad spend. We set up tracking before we spend a rupee, build around the searches and audiences that already show intent, and cut what does not convert every week.
- You own the ad accounts and see every rupee of spend
- Our fee is separate from your media budget, so we have no reason to spend more of it
- Leads can start within the first two weeks; the second month is where it gets efficient
Who this is for
Three situations where paid ads are the right call.
You need leads this month
SEO compounds but takes months. Ads produce leads in weeks, and the search-term data they generate tells us which organic terms are worth the wait.
You are already spending and unsure it works
Conversion tracking is broken in most ad accounts we have seen, before and since WoofRank. If you cannot say what a lead costs by campaign, start with the SNIFF ad audit. It puts a rupee figure on wasted spend.
You sell online and know your margins
Shopping, catalogue and retargeting campaigns work when the unit economics are known. We will ask for your margin before we suggest a target return on ad spend.
What is included
What we do every week, and every month.
This is the FETCH retainer, for up to two platforms. ALPHA covers four platforms, landing page builds and a full testing programme.
Tracking first
GA4, Google Tag Manager, conversion actions, Meta pixel and conversions API, offline conversion import where your CRM allows it. Nothing is spent until we can see what it buys.
Campaign build and restructure
Tight campaign structure around intent: exact and phrase match on searches that convert, audiences built from your own customer data, exclusions that stop waste before it starts.
Weekly search-term mining
Every week we read the search terms you paid for, add negatives, move winners into their own ad groups and adjust bids and budgets to pacing.
Creative variants
Five new ad variants a month on FETCH, twelve on ALPHA. Headlines, descriptions, images and short video edits, tested against each other, losers paused.
Landing page recommendations
Two a month on FETCH, built for you on ALPHA. A better page improves the return on every click; it is often the biggest lever in the account.
Monthly report on cost per lead
Leads, orders, cost per lead and return on ad spend by campaign, then what we changed and why, then next month's plan. A 45-minute call to agree it.
The process
How an ads engagement runs.
- 01
Week 1: audit and tracking
Full account audit if one exists, wasted-spend analysis, conversion tracking verified or rebuilt, competitor ad teardown from the Meta Ad Library, targets agreed against your margins.
- 02
Week 2: build
Campaigns built or restructured around intent, audiences and exclusions set, first creative batch live, budgets paced to the month.
- 03
Weeks 3 to 8: learn and cut
Weekly search-term mining, negatives, bid and budget moves, creative fatigue checks. Anything below target after enough data is paused. This is where the cost per lead comes down.
- 04
Month 3 onwards: scale what works
Winners get budget, landing pages get tested, new audiences and platforms are added only when the existing ones are efficient. Never a campaign left untouched for two weeks.
Fee structure
Management fees, in the open.
Ad spend is paid by you directly to the platforms and is never included in our fees. There is no percentage-of-spend charge, so a bigger budget does not mean a bigger fee.
| Package | Best for | Management fee | Minimum term | Platforms |
|---|---|---|---|---|
| SNIFF ad audit | Already spending, unsure it works | ₹15,000 / USD 300 one-time | None | Google and/or Meta |
| FETCH ads management | Spending about ₹50,000 to ₹3 lakh a month | ₹35,000 / USD 750 a month + ₹15,000 / USD 300 setup | 3 months | Up to 2 |
| ALPHA performance partner | Spending about ₹3 lakh or more a month | ₹75,000 / USD 1,600 a month + ₹25,000 / USD 500 setup | 6 months | Up to 4 |
Packages
Performance marketing packages.
SNIFF Ad account audit
One-time audit for anyone already spending on ads and unsure it is working.
₹15,000$300one-timeDelivered in 7 working days
No ongoing commitment
- Full Google and/or Meta account audit
- Wasted-spend analysis with a rupee or dollar figure
- Conversion tracking verification
- Campaign structure, audience and targeting review
- Ad creative critique
- Landing page conversion review
- Competitor ad teardown from the Meta Ad Library
FETCH Ads management
A guide, not a hard limit: for businesses spending about ₹50,000 to ₹3 lakh a month (USD 600 to 3,500) on ads.
₹35,000$750/monthOne-time setup ₹15,000$300
Minimum 3 months, then month to month with 30 days' notice
- Up to 2 platforms
- Campaign build and restructure
- Weekly search-term mining and negative keywords
- Bid and budget management
- 5 new ad creative variants a month
- 2 landing page recommendations a month
- Conversion tracking maintenance
ALPHA Performance partner
For businesses spending about ₹3 lakh or more a month who need ads treated as a revenue system.
₹75,000$1,600/monthOne-time setup ₹25,000$500
Minimum 6 months, then month to month with 30 days' notice
- Everything in FETCH
- Up to 4 platforms
- 12 creative variants a month
- Full-funnel strategy
- Audience and CRM segment building
- 2 landing page builds a month
- A/B testing programme
FAQ
Paid ads questions we get asked
What is performance marketing?
Performance marketing is paid advertising run and paid for against a measurable result: a lead, an order, a demo or a return on ad spend, rather than impressions or reach. In practice it means Google, Meta and LinkedIn campaigns with conversion tracking set up first, budgets moved weekly towards what converts, and a report that opens with what a customer cost you.
What is a good ROAS?
It depends on your margin, not on a benchmark. A 4x return on ad spend is excellent for a brand with 60% gross margin and a loss for one with 20%. Before we set a target we ask for your margin and your repeat rate, then work out the return that leaves a profit after the product, the shipping and the fee. That number is the target, and it is written into the plan.
Google Ads or Meta Ads: which is better for my business?
Google catches people who are already searching for what you sell, so it usually produces leads and orders faster and at a more predictable cost. Meta creates demand among people who were not searching, which suits D2C brands with a strong visual product and a known margin. Most accounts run both eventually; we start with the one your data supports.
What is the minimum ad spend you work with?
FETCH suits businesses spending ₹50,000 to ₹3 lakh a month; ALPHA is for ₹3 lakh and above. Below ₹50,000 a month the management fee usually outweighs the gain, so we suggest the one-time SNIFF audit and a fix list you can run yourself.
Do you charge a percentage of ad spend?
No. Fees are flat and published. A percentage fee rewards the agency for spending more, which is the wrong incentive. Your spend goes directly to Google, Meta or LinkedIn from your own payment method.
Who owns the ad accounts?
You do, from day one. We work through Google Ads manager access, Meta Business Manager partner access and LinkedIn campaign manager roles. If you leave, you remove our access and keep everything, including the history that makes the account efficient.
How quickly will we see leads?
Search campaigns can produce leads within the first two weeks. The second and third months are where the cost per lead comes down, as search-term data, negatives and creative tests accumulate. We will not scale budget until the account is efficient.
Which platforms do you manage?
Google (Search, Shopping, Performance Max, YouTube), Meta (Facebook and Instagram) and LinkedIn. FETCH covers up to two, ALPHA up to four. We recommend platforms from your data, not from what is fashionable.
Do you make the ad creatives?
Yes: headlines, descriptions, static images and short video edits from footage you supply or stock. FETCH includes five new variants a month, ALPHA twelve. Original video shoots and premium production are quoted separately.
What does the monthly report show?
Leads, orders, cost per lead and return on ad spend by campaign, first. Then what we changed and why, creative test results, and next month's plan. Impressions and clicks are in the appendix, because they are not what you are paying for.
Can you run ads and SEO together?
Yes, and it usually works better. Paid search terms tell us which organic terms convert before we commit months to them, and organic content becomes cheaper landing pages. PACK LEADER bundles the two with the content engine at about 20% below buying them separately.
Next step
Already spending on ads? Find out what is wasted.
The SNIFF ad audit puts a rupee figure on wasted spend, verifies your tracking and gives you a prioritised fix list. One-time, ₹15,000 or USD 300.