One performance marketing strategy, not five disconnected channels
Running Google Ads, Meta, TikTok and Shopping as separate accounts with separate budgets means each one optimizes for its own last-click conversions and nobody owns the actual blended return. Performance marketing is the layer above the individual channels — one budget allocation model, one attribution view and one LTV:CAC target that every channel gets measured against, so spend moves to whatever is actually driving profitable growth, not whichever platform's dashboard looks best in isolation.
A unified cross-channel performance program
This sits on top of the channel-level work we do in Paid Search, Paid Social and Google Shopping Ads — it's the strategic layer that decides how budget moves between them, not a replacement for the channel execution itself.
Cross-channel budget allocation
One budget model spanning Search, Shopping, Meta and TikTok, reallocated toward whichever channel and campaign type is actually driving profitable growth this week — not fixed splits set once a quarter.
Unified attribution & measurement
A blended, cross-channel view of what's actually driving conversions — beyond last-click, beyond any single platform's self-reported numbers — so channel comparisons aren't apples-to-oranges.
LTV:CAC modeling by channel & segment
Customer acquisition cost measured against actual lifetime value (not just first-order ROAS) by channel and customer segment, so a channel that looks expensive on first order but wins on retention gets funded, not cut.
Full-funnel testing velocity
A shared testing calendar and hypothesis backlog across channels, so creative, offer and audience learnings from one channel inform the others instead of five teams testing in isolation.
Marketing mix & incrementality reads
Periodic incrementality and marketing-mix analysis to separate genuinely incremental spend from budget that would have converted anyway, especially for brand and retargeting spend.
Executive-level reporting
One reporting layer that rolls channel-level detail up into blended CAC, ROAS and LTV:CAC — built for a founder or CMO who needs the growth picture, not five separate platform exports.
How we build your performance marketing program
Cross-channel audit & data unification
We audit every paid channel currently running, unify conversion and revenue data into one measurement layer, and establish a true blended CAC baseline.
Budget & attribution model build
We build the budget allocation model and attribution view that will govern spend decisions going forward, replacing fixed per-platform budgets with a shared, reallocatable pool.
Channel execution, coordinated
Search, Shopping and paid social execution continues inside their own disciplines (see our channel pages) but now reports into, and takes direction from, the shared performance model.
Reallocate toward LTV:CAC
We shift budget on a regular cadence toward the channels, campaigns and segments proving the strongest LTV:CAC — not just the lowest first-order CPA.
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Performance Marketing — frequently asked questions
How is this different from just running Paid Search and Paid Social well?
Running each channel well is necessary but not sufficient — without a shared budget model and attribution view, each channel optimizes for its own numbers in isolation, and nobody is deciding whether the next incremental dollar is better spent on Search, Shopping or Meta. Performance marketing is that decision layer.
Do we need to already be running multiple paid channels for this to make sense?
It's most valuable once you're running at least two paid channels at meaningful spend, since the core value is cross-channel budget allocation. If you're just getting started on paid, we'd typically begin with a single channel (see Paid Search or Paid Social) and layer this in as spend grows.
What's LTV:CAC and why do you model it instead of just ROAS?
First-order ROAS only measures the initial purchase; LTV:CAC measures acquisition cost against a customer's full expected revenue over time. A channel can look mediocre on first-order ROAS but be your best channel on LTV:CAC if it brings in customers who repurchase — measuring only ROAS would get that channel's budget cut for the wrong reason.
Do you replace our existing agencies/teams on each channel, or work alongside them?
Either — some clients want us running every channel directly, others want us to own the cross-channel strategy and attribution layer while existing in-house teams or specialist agencies continue executing individual channels against our shared model.
How often does budget actually move between channels?
We review the blended model on a regular cadence (typically monthly, with lighter checks more often) rather than reacting to every daily fluctuation — real reallocation decisions need enough conversion data to be confident they're not just noise.
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