Performance Marketing Agency

Performance marketing means planning and managing an ad budget not by impressions or clicks, but by a measurable outcome such as a sale, an inquiry or an app download. The result of every spend is measured, and the budget is shifted to the channels, campaigns and ads that deliver results. We explain the concept with examples in our “what is performance marketing” article.

Measurement setup, campaign management, creative testing and reporting come together in one team, and more than one specialist works with your brand. At Pam Ajans, ad accounts are opened in your brand’s name; you pay the ad budget directly to Google and Meta and pay us only a service fee. When the work ends, the accounts, campaign history and data stay with you.

Our core services are Google advertising management and Meta advertising management: on Google we manage Search, Display, YouTube and Performance Max campaigns, and on Meta we manage Instagram and Facebook ads. Which channel comes first depends on your product, your target audience and whether the sale closes on the website or in a conversation.

First, sales or inquiries have to be counted correctly: we set up and test Google Analytics 4, Google Ads conversion tags and the Meta pixel before campaigns start. In e-commerce we look at the revenue each 1 TL of ad spend brings in (ROAS) and the cost per order; for businesses that collect inquiries, we look at the cost per inquiry and the share of inquiries that turn into sales. Clicks and impressions alone are not a basis for decisions.

Yes. When the budget is small, rather than splitting it across many channels and campaigns, we start with one channel and a few campaigns; each campaign needs enough data for the ad platforms to learn. Once the budget can cover two channels, we split it between Google and Meta according to the product and the goal.

Yes. Campaigns on Meta and YouTube that reach people who are not yet searching for your product but may be interested also bring in people who see your brand for the first time. We judge these campaigns not by impressions alone but by the visitors and sales they bring to the website. For new products people are not yet searching for, we put most of the budget on Meta.

An ad’s visual and message decide whether people stop on it and whether they click. That is why we compare an image with a video, one message with another and two landing pages with each other on the same budget, and pick the winner by measurement. When visuals wear out over time, we find the next one through testing too.

We segment the audience by where people are in their decision: we reach someone searching for your product on Google at the moment they search, and someone not yet searching but likely to be interested on Meta. We target people who visited your site without buying, people who added to cart and left, and your past customers as separate audiences, showing each a different message. In Advantage+ campaigns Meta’s AI chooses the audience; we teach it which sales are valuable through accurate conversion signals.

In the first week we review your ad accounts and measurement setup, close the measurement gaps and present the campaign plan. Then comes the ad platforms’ learning period; comparing campaigns reliably takes a few weeks of data. This period depends on the budget and the sales volume.

The conversion data that builds up every month shows which products, audiences and messages bring in sales; later budget decisions rest on this data rather than guesses. Because the ad accounts are opened in your brand’s name, the campaign history and data stay with you after the work ends. When SEO work is done alongside advertising, free traffic from search engines eases the load on ads.

We report results every day and review them with you once a week. Based on two to three weeks of results, we shift the budget to the channel with the lower cost per order, and we test messages and landing pages on the same budget and pick the winner by measurement. For businesses that collect inquiries, we get from your sales team which inquiries turned into sales and allocate the budget by inquiries that became sales, not by the number of inquiries.

Businesses where sales or inquiries can be measured: e-commerce, where the order is completed on the website, and businesses that collect inquiries through a form and close the sale in a conversation come first. We share our work with e-commerce brands on our success stories page. We explain our approach for SaaS, B2B, real estate and health tourism on our industry pages.