What to bring to the conversation
Ad account roles, approved budget, landing pages, creative assets and a definition of a qualified conversion.
You do not need a perfect brief. Start with what you know.01 Performance marketing
Performance Marketing in Coimbatore
A campaign nobody can measure isn't performance marketing — it's a guess with a budget. We build Google Ads, paid social, and funnels judged on clicks, leads, and sales, not impressions.
Google AdsInstagram & Facebook AdsLead gen funnelsRetargetingROI tracking
Illustrative campaign dashboard
CPC
₹18
Cost per click
CPL
₹240
Cost per lead
Funnel
4.6x
ROAS
Trend
Illustrative metrics — not a client campaign result
A campaign nobody can measure isn't performance marketing. It's a guess with a budget attached.
02 Definition
What is performance marketing?
Performance marketing is a measurable, outcome-focused approach to digital acquisition, where campaigns are optimised against defined actions — a qualified lead, a purchase, a booking, or another specific conversion — rather than judged by how many people simply saw them.
As a discipline, that spans paid search, paid social, affiliate partnerships, native advertising, and more. Akkenna's performance marketing service specifically focuses on paid search, paid social, lead and sales funnels, retargeting, and the analytics that tie all of it back to a real number.
Targeting
→
Who sees the ad
The right audience, platform, and intent — not everyone, just the people likely to act.
Campaign & creative
→
What they see
Ad copy, creative, and landing pages built for one specific action.
Measurement & optimisation
What happens next
Tracking what worked, cutting what didn't, and reinvesting in what did.
Not sure what a "good" CPC or CPA looks like for you?
It varies by industry and competition — worth a real conversation, not a generic benchmark.
03 Metrics that matter
The numbers that actually tell you if it's working
Not vanity numbers — the ones that connect spend to outcome.
CPC
Cost Per Click
What you pay each time someone clicks your ad. Useful for comparing efficiency, but only half the story on its own.
CPL
Cost Per Lead
What it costs to generate one qualified enquiry — the number that matters most for service businesses.
CPA
Cost Per Acquisition
What it costs to get one completed sale or conversion — the number that ties spend directly to revenue.
ROAS
Return on Ad Spend
Revenue generated for every rupee spent on ads — the clearest single measure of whether a campaign is profitable.
04 Channels
Where the budget actually goes
Different channels reach people at different points — searching, scrolling, or having already visited once before.
Reaches people actively searching for what you offer, and often captures some of the highest-intent traffic for businesses with active search demand.
Reaches people before they're searching — strong for visual products, awareness, and precise audience targeting by interest and behaviour.
Partners promote your product and earn a commission only when it actually converts — spend that's inherently tied to results.
Ads styled to match the platform they appear on, rather than looking like an interruption — often better received than a standard banner.
Reaching people who already visited but didn't convert — this can be one of the more efficient audiences, because prior interest has already been established.
Running ads but can't tell what's actually working?
That's usually a tracking problem, not a targeting problem — worth checking before spending more.
05 What's included
Everything a working performance funnel needs
Not every business needs every service — we scope the right combination for your goals and budget.
Keyword researchSearch campaignsShopping campaignsQuality score optimisation
Audience targetingCreative testingCampaign structureBudget management
Landing pagesLead formsFollow-up sequencingLead scoring
Catalogue adsShopping feedsCart abandonmentSeasonal campaigns
Audience segmentationLanding page testingFunnel analysis
Conversion trackingAttributionDashboards & reporting
06 Scope
Performance marketing vs. brand marketing
Not competing approaches — different jobs, and most businesses eventually need both.
Performance marketing
Measurable, direct response
- Judged by clicks, leads, and sales
- Short-term, campaign-based
- Stops producing results when spend stops
- Tracked by CPC, CPL, CPA, and ROAS
Brand marketing
Recognition, built over time
- Judged by awareness, trust, and recall
- Long-term, identity-based
- Keeps compounding after individual campaigns end
- Harder to attribute to a single number
In practice, they reinforce each other: a stronger, more recognisable brand identity typically earns a better quality score and a lower cost per click — the same ad spend goes further once people already know who you are.
Building the brand itself?
Identity, positioning, and the visual system that makes performance campaigns convert better.
See brand identityNeed measurable leads or sales now?
Google Ads, paid social, and funnels built around a specific, trackable outcome.
Start a campaign07 Reporting
How we report results, honestly
What you'll see
Direct access to campaign dashboards, real CPC/CPL/CPA numbers as they happen, and a plain-language explanation of what's working and what isn't.
What we won't do
Publish generic "case studies" with numbers pulled from someone else's industry and budget. Your results depend on your starting point, competition, and offer — a number from a different business tells you nothing useful about yours.
Ask us for a walkthrough of a comparable campaign in your industry on a call — we're glad to show real, verified numbers directly, just not as a marketing page statistic stripped of its context.
08 Design philosophy
Two principles behind every campaign
Usability
The click and the landing page have to agree
If an ad promises one thing and the landing page delivers something else, people leave — and that gap is where most wasted ad spend actually comes from. Every extra thought a visitor has to work through between clicking and converting is a reason they don't. Clarity at the point of conversion matters more than a clever headline.
Positioning
A specific audience beats a big one
An ad trying to speak to everyone usually connects with no one — and gets outbid by competitors targeting the same broad audience. A tightly defined, specific audience earns cheaper clicks and better conversion rates than a generic one, because the message actually fits the person seeing it.
09 Industries
What actually works is different by category
Jewellery
High consideration, high AOV- Google Search for high-intent "buy" keywords
- Retargeting is critical — the buying decision takes time
- WhatsApp lead capture for direct enquiries
Healthcare
Compliance-sensitive, intent-driven- Google Search for location and service-specific queries
- Lead gen funnels built around appointment booking
- Careful, compliant ad copy — no exaggerated claims
Rehab & Recovery
Privacy-first- Search intent capture over social discovery
- Careful audience exclusions to protect privacy
- Lead forms designed for a low-pressure first step
Ecommerce & Retail
Full-funnel, high-volume- Google Shopping and catalogue ads
- Retargeting cart abandoners
- Affiliate partnerships for incremental reach
Hospitality
Seasonal, visual- Google Search for "near me" and destination queries
- Visual paid social for the guest experience
- Retargeting past visitors ahead of peak season
Beauty & Aesthetics
Consultation-led- Lead gen funnels for consultation bookings
- Retargeting website visitors with social proof
- Local search ads for nearby intent
Fitness & Wellness
Membership & trial-led- Lead gen for trial passes and memberships
- Local search ads for nearby searches
- Social retargeting for warm leads
Food & Beverage
Local, promotion-driven- Local search ads for footfall and delivery
- Promo-led social campaigns
- Retargeting for repeat orders
Fashion & Lifestyle
Ecommerce-style, fast-moving- Catalogue and shopping ads
- Affiliate and influencer-driven traffic
- Seasonal and campaign-based retargeting
10 Our process
From audit to a campaign that pays for itself
01
Audit
Goals, budget, tracking setup
02
Strategy & channel mix
Where the budget goes first
03
Campaign build
Ads, landing pages, tracking
04
Launch & optimise
Real data, real adjustments
05
Report & scale
Reinvest in what's working
11 Where this fits
A campaign doesn't run in isolation
The landing page, the brand, and the lead handling all come from connected work.
Complements
Brand identity
A stronger identity typically earns a better quality score and a lower cost per click.
See brand identity → Feeds intoWebsite design & development
Landing pages have to convert, not just look good — built to match the ad.
See website design → Feeds intoEcommerce development
Shopping ads and catalogue campaigns need a storefront built to convert them.
See ecommerce development → Related serviceSocial media marketing
Organic social and paid social work best planned together, not separately.
See social media marketing → Related serviceAI agents & automation
Lead routing and follow-up sequencing can be automated as leads come in.
See AI agents & automation →12 Questions
Frequently asked
What's the difference between performance marketing and brand marketing?
Performance marketing is measurable and direct-response — campaigns judged on clicks, leads, and sales, tracked by metrics like CPC, CPL, and CPA. Brand marketing builds recognition and trust over time, in ways that are harder to attribute to a single number. They work together: a stronger brand identity typically converts better and costs less per click in performance campaigns.
What's a realistic budget to start with performance marketing?
It depends on your industry's typical cost-per-click, how competitive your keywords or audience are, and what you're trying to achieve. Rather than a fixed number, we usually recommend starting with a defined test budget on one channel, then scaling what's actually working.
Which channel should we start with — Google Ads or paid social?
Google Ads tends to work well when people are actively searching for what you offer. Paid social works well for visual products and building awareness among people who aren't searching yet. Most businesses eventually use both, but the right starting point depends on your specific offer and audience.
How is ROI actually tracked?
Through conversion tracking set up on your website or landing pages — connecting ad spend to actual leads or sales, not just clicks or impressions. This requires proper analytics and tracking pixels to be configured correctly before a campaign launches, not after.
How long before performance marketing shows results?
Some data appears within days, but reliable, optimisable data usually takes a few weeks — enough volume to tell the difference between normal variation and a real trend. Judging a campaign after 3 days is one of the most common mistakes businesses make.
How it comes together
A clear path from brief to handover.
- STEP 01
Audit the offer, destination and available tracking.
- STEP 02
Agree a test plan and launch within an approved budget.
- STEP 03
Review conversion quality and refine the next tests.
Before we begin
Clear inputs. Fewer surprises.
What shapes the quote and timeline
Channels, campaign complexity, creative production, tracking work and management scope; media spend is separate.
Scope and delivery dates are confirmed after reviewing the requirements—not promised before the brief.Let’s make a start
Tell us what you have in mind.
Share the challenge behind your performance marketing project. We can then discuss the scope and the most useful next step.
- What does your business need to achieve?
- What do you already have in place?
- Is there a target launch date or budget range?
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