Performance marketing
Performance marketing measured in customers, not clicks.
Performance marketing is paid advertising managed against a measurable outcome, such as a lead, a sale or a booked call, rather than impressions. UDO plans, builds and optimises campaigns on Google Ads and Meta Ads, tracks each conversion back to the campaign that earned it, and hands new leads to WhatsApp, SMS or RCS follow-up so the customer you paid for stays.
Trusted by 1,000+ businesses worldwide · Google Ads and Meta Ads · Targets agreed, never promised
Channels
Should you advertise on Google or on Meta?
Usually both, weighted towards wherever buying intent sits for your product: Google Ads captures people already searching for what you sell, and Meta Ads creates demand among people who match your buyers but are not searching yet.
Google Ads: intent that already exists
- Search campaigns on the queries buyers type
- Performance Max across Google's network
- YouTube for consideration and recall
- Display and remarketing to past visitors
Meta Ads: demand you create
- Facebook and Instagram, by interest and behaviour
- Lookalike audiences built from your real customers
- Lead forms and Click-to-WhatsApp ads
- Retargeting for people who showed interest
Before a rupee is spent
We measure first, then spend.
A campaign optimised against bad tracking gets very good at finding the wrong people.
Conversion tracking that reaches the sale
Google tags and the Meta Pixel are only the start. When your CRM marks a lead as qualified or won, that outcome is sent back to the ad platforms, so their bidding learns to find buyers rather than form-fillers.
- Tags, Pixel and Conversions API set up and tested
- Lead outcomes from Salesforce, HubSpot or Zoho fed back
- Consistent UTM naming, so every lead keeps its source
- Enhanced conversions on Google Ads, tested before launch
Creative tested, not guessed
Our in-house team writes and designs the ads: headlines, static design and short video. Variants run side by side, the losers are paused, and what the winners have in common shapes the next round.
- Ad copy, design and video produced in-house
- Structured tests of hooks, offers and formats
- Landing pages reviewed alongside the ads
- Audience and search-term insights fed back to your team
After the click
Acquisition is a cost. Don't pay it twice for the same customer.
Most ad budgets buy the same people back again and again. The leads you have already paid for should be followed up, and then kept, on channels you own.
Leads answered the moment they land
A new lead who has opted in gets a reply through the WhatsApp Business API on an approved template, or an SMS on a DLT-registered template, as soon as the form arrives, before the buyer clicks a competitor's ad.
Qualified before sales calls
Click-to-WhatsApp leads meet a chatbot that asks the qualifying questions, so your team calls the ones who are ready.
Customers kept on owned channels
Buyers who opt in hear about the next offer on WhatsApp, SMS or RCS marketing campaigns, rather than through another round of paid retargeting.
How we work
From goal to scale, in five steps.
Success is defined in writing before anything is built, so every later decision is measured against it.
Goals and economics
What a lead or sale is worth to you, and the cost you can afford to pay for one.
Tracking
Tags, Pixel, Conversions API and CRM outcomes set up and tested.
Build and creative
Campaign structure, audiences, keywords and the first round of ads.
Launch and optimise
Bids, budgets, audiences and creative adjusted as results come in.
Report and scale
What worked gets more budget; what did not is cut or rebuilt.
Reporting
What does a performance marketing report show?
Spend, results and cost per result for every campaign, set against the targets agreed at the start, with what we changed and why, every month.
| Metric | Why it matters |
|---|---|
| Spend against budget | Where the money went, by campaign and platform |
| Cost per lead and per sale | The number your margins actually depend on |
| Conversion rate | Whether the ad and the landing page agree with each other |
| Lead quality | How many leads your CRM marked qualified or won |
| Return on ad spend | Revenue against spend, wherever sales are tracked |
| Search terms and audiences | What people really searched, and who really bought |
Auctions, competitors and your offer all move results, so we do not quote a return before seeing your data. We agree targets with you, report against them honestly, and tell you early when a channel is not working.
Questions
Frequently asked.
Performance marketing, also called performance-based marketing, is paid advertising managed against a measurable outcome, such as a lead, a sale or a booked call, rather than against impressions or reach.
The difference from brand advertising is that every campaign is tracked to that outcome and adjusted by it.
Look for a performance marketing agency that sets up conversion tracking before it spends, agrees targets instead of guaranteeing a return, and keeps the ad accounts in your business's name.
Then ask how it reports lead quality as well as cost per lead, and who makes the creative. UDO works this way, and adds WhatsApp, SMS and RCS follow-up so the leads you pay for are answered.
Performance marketing is one of UDO's marketing services, alongside search engine optimization and social media marketing.
Yes, when campaigns are optimised against qualified leads and won deals rather than form fills.
B2B leads are fewer and the sale closes later in a CRM, so sending those outcomes back to Google Ads and Meta Ads is what teaches their bidding to find buyers.
No, we do not guarantee a ROAS or a cost per lead, because auction prices, competitors and your offer all move results.
We agree targets with you, report against them every month, and say early when a channel is not paying its way.
We size the budget with you from three numbers: what a customer is worth, the cost per lead you can afford, and how many leads your sales team can handle.
A budget too small to generate conversion data leaves the platforms nothing to learn from, so we will tell you if that is the case.
Yes, our in-house team writes and designs the ads, including short video, and tests the variants against each other in the live campaigns.
When a landing page is holding a campaign back, our website development team can rebuild it around a single goal.
Yes, ad leads can go straight into Salesforce, HubSpot, Zoho or Freshdesk, or any system through our REST API, and trigger a WhatsApp or SMS reply to opted-in leads as soon as they arrive.
See CRM integrations for the setup.
Access to your ad accounts, your website for tracking, your CRM's lead statuses, and a clear definition of what a good lead looks like.
If you have no ad accounts yet, we set them up under your business.
Find out what a lead is really costing you.
Book a demo and we will review your current campaigns and tracking with you, and show where the measurement gaps are before any budget changes.