Performance Marketing

We won't run ads until the tracking is right. It sounds obvious, and it's the single most common reason ad budgets get wasted — campaigns optimising toward a conversion event that fires on the wrong page, or fires twice, or doesn't fire at all. Fixing that usually improves performance more than any creative change.

After that it's unglamorous discipline: a cost-per-lead target agreed up front, a small number of campaigns tested properly instead of twenty running at once, and creative refreshed before it fatigues rather than after performance falls off a cliff.

You own the ad accounts. Everything is created in your name, so if you leave you keep the account, the history and the audience data. Agencies that hold those hostage are telling you something about how they expect the relationship to end.