PERFORMANCE MARKETING
Managed against margin,
not platform metrics.
A £16M cross-brand digital budget managed at Harvey’s Furniture, and programmes run across the UK, the US and EMEA.
We check attribution before increasing spend.
Platform numbers are the data most accounts already have in view. Platform-reported ROAS considers revenue the platform says it generated. Last-click counts revenue beside the final interaction. Neither shows whether that revenue carried margin.
The consequences grow subtly: channels over-funded because they’re good at claiming credit, discount-driven revenue that looks like growth, and a marketing function that can’t survive a finance review because its numbers aren’t consistent with the P&L.
We rebuild measurement before touching scale, so budget decisions are based on contribution and can stand up when finance asks what really changed.
How an engagement runs
We run measurement, planning, campaign delivery and reporting on our Native Marketing Platform.
Audit
Campaign structure review across all channels, tracking and GA4 implementation audit, historical performance analysis, competitive benchmarking, and immediate-opportunity identification.
Deliverables
- Audit report with prioritised recommendations
- Competitive benchmark
- 30-day action plan
Strategy and infrastructure
Attribution model selection and implementation, audience segmentation by customer lifetime value, channel mix and allocation framework, dashboard build, testing roadmap.
Deliverables
- Performance strategy
- Attribution setup
- Testing calendar
Optimisation
Account restructuring, bid strategy implementation, audience expansion, creative refresh, landing page work.
Deliverables
- Weekly optimisation reports
- Test results
- Updated assets
Scaling
Budget scaling validated by incrementality testing, channel expansion, remarketing, including search remarketing to people who have already visited your site, predictive allocation modelling.
Deliverables
- Monthly strategy memos
- Quarterly business reviews
- Forecasting models
What we do
Attribution and measurement
- Attribution that connects ad spend to sales and margin, customer lifetime value and margin contribution analysis, multi-touch modelling, and incrementality testing to establish what’s genuinely net-new.
Budget allocation
- Reallocation based on contribution rather than volume. Automated bidding aligned to margin targets. Audience segmentation by value, not by size.
Conversion and creative
- Landing page and funnel optimisation, structured testing programmes, message-market fit alignment, and creative refresh driven by performance data.
What we measure
Primary
- Revenue ROAS alongside contribution margin after advertising costs
- CPA against your baseline
- Conversion rate through funnel work
- Customer lifetime value, weighted toward profitable segments
Secondary
- Quality Score
- Click-through rate
- Impressions and impression share
- New-customer rate
- Brand awareness
- Social traction
Realistic timeline
- Days 1 to 30: account cleanup and quick wins
- Months 2 to 3: strategic optimisation
- Months 4 to 6: full strategy implemented
- Months 7 to 12: sustained, predictable performance
Selected result
Paid acquisition was rebuilt around margin contribution, not platform-reported return, with in-store revenue connected back to digital activity. Margin improved 31% alongside ROAS.
The number that mattered to their finance team, because it survived a review that platform-reported return would not have.
Managed at Harvey’s Furniture, alongside the 60x ROAS result.
Common questions
01How quickly will we see improvement?
We establish your baseline in the audit and agree targets against it. Cleanup comes first; larger gains take three to six months of iterative testing.
02Do you guarantee a ROAS or CPA target?
No. A number promised before we’ve seen your historical data and margin structure wouldn’t mean anything. We set improvement targets against your baseline and report against them.
03Our tracking is a mess. Is that a problem?
It’s the norm. Fixing it is part of onboarding. It may add a week or two before optimisation starts, but optimising against broken measurement is worse than waiting.
04Can you work alongside our existing agency or in-house team?
Yes. Full management, strategic oversight with internal execution, single-channel ownership, or an audit. Clear ownership matters more than the model.
05Why don’t you charge a percentage of media spend?
Because it creates an incentive to recommend spending more. A significant part of our value has been telling clients to spend less in places they were over-invested.
Ready to see where your budget is actually going?
Thirty minutes on your measurement, margin and priorities. If we go ahead, the first stage is the audit.
Book a consultation