Performance marketing is about one thing: commercial outcomes. We build full-funnel paid campaigns across Google, Meta, TikTok and LinkedIn — optimised for ROAS, CPA and customer lifetime value. Multi-touch attribution, demand generation and conversion rate optimisation included as standard. Your ad spend, working harder than it ever has.
Performance marketing is a fundamentally different philosophy from traditional advertising. Every pound of ad spend is tied to a trackable commercial outcome — a sale, a lead, a booking, a subscription. If we cannot measure it, we do not count it.
Single-channel, bottom-funnel marketing captures existing demand but creates no new demand. Full-funnel performance marketing builds awareness, nurtures consideration and converts at scale — across every platform your audience uses.
We create demand before buyers are actively searching. Paid social video, display campaigns, TikTok and YouTube reach your target audience when they are not yet in purchase mode — building brand familiarity, category awareness and trust that makes every bottom-funnel campaign significantly more efficient. Businesses that invest in top-funnel demand gen see measurably lower CPAs and higher close rates at the bottom of the funnel because prospects arrive pre-warmed.
Buyers who have shown interest but haven't converted need reassurance, social proof and specific objection handling. We build middle-funnel campaigns that retarget engaged audiences with case studies, testimonials, comparison content and offer-specific messaging — moving prospects from awareness through to active consideration. Content-led paid campaigns and email automation work together to shorten the consideration cycle and improve lead quality.
High-intent campaigns capture buyers who are actively searching for your solution. Google Search, Shopping and Performance Max campaigns bid on commercial-intent keywords with conversion-optimised landing pages and compelling offers. We manage bidding strategies, ad copy testing, quality scores and landing page CRO to maximise conversion rate and minimise cost per acquisition. Every campaign is tracked to revenue — not just lead volume.
Acquiring a customer is the beginning, not the end. We build retention campaigns that maximise customer lifetime value — repurchase sequences, upsell campaigns, loyalty programmes and win-back flows for churned customers. Businesses that invest in retention typically see customer LTV increase by 30–50% within 12 months, which in turn lowers the effective CPA of new acquisition campaigns when LTV is factored into the profitability model.
We manage campaigns across four primary paid channels, each optimised to its specific audience behaviour and intent signals. Every channel is tracked through to revenue — and budget is allocated to what performs, not what looks good in reports.
Google Search captures buyers who are actively searching for your product or service — the highest commercial intent of any digital channel. We build meticulously structured Search campaigns with tightly themed ad groups, conversion-optimised ad copy and landing pages matched precisely to search intent. Google Shopping campaigns use product feed optimisation and bidding strategies to maximise ecommerce ROAS. Performance Max campaigns are built with clear asset groups, audience signals and conversion goals to ensure AI optimisation works in your favour.
Every Google Ads account we manage undergoes a full structural audit before any optimisation begins. We identify wasted spend — keywords without conversion data, broad match without negative keyword structure, Quality Score issues and landing page mismatches — and fix every problem before scaling a single penny of budget.
Meta's platform reaches over 3.2 billion monthly active users with the most sophisticated interest and behaviour targeting available in digital advertising. We build Meta campaigns across the full funnel — top-of-funnel video and creative campaigns for awareness and demand generation, middle-funnel engagement retargeting and bottom-funnel conversion campaigns with dynamic product ads and offer-based creative.
Creative is the primary performance lever on Meta. We build and test multiple creative variations per campaign — static images, carousel ads, Reels and Stories — with structured A/B testing frameworks to identify winning creative quickly and scale it before fatigue sets in. Our average client sees a 25–40% improvement in CPL within the first 60 days of creative restructuring, even at the same daily budget.
TikTok has moved well beyond entertainment — it is now a full commercial platform where purchase decisions are made. TikTok Ads deliver exceptional CPM and CPC rates compared to Meta and Google, particularly for consumer brands targeting 18–45 audiences. The platform rewards native, content-led creative over polished advertising — a style we excel at producing.
We build TikTok campaigns with a "native-first" creative philosophy — ads that feel like organic TikTok content, not imported Facebook ads. This approach dramatically increases watch time, engagement rates and conversion rates. TikTok's Smart+ campaigns combine first-party audience signals with AI optimisation for remarkably efficient CPA performance in the right verticals.
For B2B businesses, LinkedIn is the only platform where you can target by job title, seniority, company size, industry, skills and years of experience simultaneously. LinkedIn's higher CPCs are justified by the precision — you're reaching decision-makers, not broad audiences. We build LinkedIn campaigns for lead generation, account-based marketing (ABM), thought leadership amplification and pipeline acceleration.
LinkedIn Lead Gen Forms capture leads without requiring users to leave the platform — dramatically improving conversion rates compared to click-to-website campaigns. Combined with LinkedIn Matched Audiences (retargeting website visitors and uploading CRM lists) and LinkedIn Insight Tag tracking, we build B2B campaigns that consistently deliver high-quality leads at commercially viable CPL rates.
Attribution is the difference between spending budget on what feels like it's working and spending it on what actually is. We build measurement infrastructure that connects every pound of ad spend to the revenue it generates — across channels, devices and time.
Last-click attribution — which credits only the final touchpoint before conversion — consistently undercredits upper and mid-funnel campaigns and creates a systematic bias toward bottom-funnel spend. We implement multi-touch attribution models that distribute credit across every touchpoint in the customer journey. This allows us to accurately evaluate the commercial contribution of awareness campaigns, nurture sequences and search ads together — and allocate budget to the full mix that drives the best revenue outcomes.
Multi-touch attribution still has limitations — it cannot prove causality, only correlation. Incrementality testing (also called lift testing or geo holdout testing) isolates the true causal impact of a campaign by comparing matched audiences or geographic areas — one exposed to the campaign, one held back as a control. The incremental lift in conversions tells you what would not have happened without the campaign. This is the gold standard of performance measurement and the methodology we recommend for mature performance programmes where budget allocation decisions carry significant commercial weight.
Marketing Mix Modelling uses statistical regression across historical spend data, revenue data and external variables (seasonality, market conditions, competitor activity) to model the contribution of each channel to total revenue — including channels that are difficult to attribute digitally, such as brand awareness campaigns and dark social. MMM is the strategic layer above day-to-day attribution — it informs annual budget allocation decisions and helps identify diminishing returns thresholds in each channel. We use MMM insights to build the most commercially efficient budget allocation across your entire paid media portfolio.
Third-party cookies are being progressively restricted across all major browsers. Performance marketing programmes built entirely on third-party tracking are becoming less accurate by the month. First-party data — information your customers give directly to your business — is now the most valuable asset in performance marketing. We help you collect, structure and activate first-party data: CRM integration with ad platforms, Conversion API (CAPI) implementation for Meta, enhanced conversions for Google, customer match audiences and email list activation. First-party data campaigns consistently outperform third-party targeting at a lower cost.
Dark social refers to traffic and influence that occurs through untrackable channels — WhatsApp shares, Slack messages, private social media posts, email forwards and word-of-mouth referrals. This traffic typically arrives as "direct" in analytics, making it appear that your content marketing and paid social have no effect. We implement dark social attribution strategies — UTM parameter discipline, custom landing pages, branded search monitoring and survey-based attribution — to understand and measure the full commercial impact of awareness activities that standard tracking cannot capture.
The most efficient way to improve ROAS is to increase the conversion rate of the traffic you are already paying for. A 25% improvement in landing page conversion rate delivers the same impact as a 25% increase in ad spend — at no additional cost. We conduct landing page audits against intent, A/B test headlines, CTAs and page structure, analyse heatmaps and session recordings, identify friction points in the conversion flow and implement evidence-based improvements. CRO is built into every performance marketing engagement we deliver.
We begin by auditing every existing campaign — account structure, bidding strategies, audience segmentation, creative performance, Quality Scores, attribution setup and historical ROAS/CPA trends. We identify every source of wasted spend, every missed opportunity and every structural issue before touching a single setting. The audit becomes the baseline against which all subsequent improvements are measured.
Before scaling any campaign, the measurement foundation must be correct. We implement GA4 conversion tracking, Google enhanced conversions, Meta Conversion API (CAPI), LinkedIn Insight Tag, UTM parameter discipline and a custom Looker Studio dashboard that consolidates all channel data into a single commercial view. Without accurate attribution, every optimisation decision is based on incomplete data.
We build a full-funnel channel strategy specifying which platforms cover which funnel stages, what the creative brief is for each, what the target CPA/ROAS is per channel and how the channels work together. Budget allocation is recommended based on your commercial objectives, audience size and competitive landscape — not split arbitrarily. You approve the plan before launch.
Campaigns are built to the approved strategy with a structured testing framework from day one — multiple ad variations per ad group, A/B tests on key landing pages, audience segmentation and bidding strategy selection. Creative is developed with performance in mind: proven hook structures, clear value propositions, compelling offers and strong CTAs. Launch includes a 48-hour monitoring period to catch any technical issues immediately.
Performance marketing is never set-and-forget. We monitor campaigns daily, optimise bids weekly, refresh creative on a 3–6 week rotation to prevent fatigue, expand negative keyword lists, test new audience segments and implement landing page CRO improvements based on session data. Every change is tracked in a running optimisation log so you can see exactly what was changed, when and why.
Monthly reports show ROAS, CPA, CPL, conversion volume, revenue attributed, creative performance breakdown and the full work log. We identify the highest-leverage opportunities to scale what is working — increasing budgets on profitable campaigns, expanding to new audiences or launching new channels. Quarterly strategy reviews assess the full-funnel picture and update channel weighting based on performance data.
"We'd wasted thousands on Google Ads with a previous agency — spending on broad match terms, no negative keywords and last-click attribution telling us everything was working fine. Strategic Edge restructured the entire account in three weeks. Our CPA dropped by 38% and our ROAS went from 1.8× to 4.1× in the first month. The attribution reporting finally shows us what's actually driving revenue."
"The full-funnel approach transformed our business. Before Strategic Edge we were running Google Search only and couldn't understand why CPAs were rising. They added TikTok for top-funnel demand generation, Meta for middle-funnel retargeting and restructured our Google campaigns for conversion. Total revenue from paid grew 52% in 4 months — at the same total budget. The strategy made existing spend work four times harder."
"We're a B2B SaaS company and LinkedIn was expensive but we couldn't measure whether it was actually contributing to pipeline. Strategic Edge implemented proper attribution with LinkedIn Insight Tag, built a multi-touch model in GA4 and launched Lead Gen Form campaigns. Our CPL dropped by 31% and we can now see that LinkedIn influences 40% of our closed deals — even when it doesn't get last-click credit. That insight alone changed how we allocate budget."
Monthly management fees — separate from your ad spend budget. All packages include attribution setup, CRO review and monthly commercial reporting. Pricing is a starting point; your proposal is tailored to your channels, goals and current spend level.
For businesses running a single paid channel who need expert management, proper attribution and consistent optimisation.
For growing businesses ready to run a full-funnel programme across multiple channels with proper attribution and demand generation.
For ambitious businesses ready to scale across all channels with incrementality testing, MMM and first-party data activation.
Book your free campaign audit. We'll analyse your current paid campaigns, attribution setup and funnel — then show you exactly where budget is being wasted and what a full-funnel performance programme could deliver for your business.