Performance Marketing
A Performance Marketing Agency That Can Show You Where the Money Went
OnlyConversion is a performance marketing agency. We plan, run and measure paid media across Google, Meta and LinkedIn for B2B and ecommerce companies, and we build the tracking that connects ad spend to closed revenue. You get one team accountable for both the buying and the measurement.
No pitch. No pressure. We'll tell you what we'd change before you've paid us anything.
Illustrative example, not client data.
Who this is for
This is built for a particular kind of advertiser
We're a fit if
- You're spending real money every month and you can't say which part of it worked.
- Your sales cycle is longer than a click. Someone fills in a form, then buys eleven weeks later, and nothing in your ad account knows that happened.
- Your cost per acquisition looks fine and your revenue doesn't.
- You have a product with margin in it. Paid media amplifies unit economics. It does not repair them.
We're not a fit if
- You need execution only, with the strategy already settled internally. Plenty of capable freelancers and in-house buyers do that well, and they will cost you considerably less than we would.
- You need results inside a month. Statistical significance takes the time it takes, and an account read too early usually leads to changes that undo the learning.
- Your landing pages and checkout cannot be touched. Most of what limits an account sits after the click, so we would be working with one hand tied.
- Revenue data cannot be shared with us. Without it, optimisation is aimed at form fills rather than at closed business, which is the gap this page is about.
The problem
Most paid media reporting measures the ad, not the money
Three numbers, three sources, and a meeting nobody enjoys.
Ad platforms grade their own homework. Google reports the conversions Google believes it caused. Meta reports the conversions Meta believes it caused. Add the two together and you will routinely find you sold more than you actually sold.
That was survivable when tracking was easy. It stopped being easy. iOS restricted what apps can see. Browsers cut third party cookies. Consent banners removed a slice of the data before it was ever collected. Every platform responded the same way, by modelling the gap and then reporting the model as though it were measurement.
So you end up holding three numbers. What the platform says. What your analytics says. What your finance team says. They disagree, sometimes badly, and that meeting is where paid media budgets go to die.
Which means the work isn't really about ad accounts. Anyone can build a campaign. The work is building a measurement layer you trust, and then optimising against that instead.
Four questions worth asking before you brief anyone
If you're running paid media at any real scale and you can't answer these, the problem probably isn't your bidding strategy.
- 01
Which campaign produced your last ten customers?
Not leads. Customers.
- 02
What does a qualified lead cost you, as opposed to a lead?
- 03
If you switched off brand search tomorrow, how much revenue would you actually lose?
- 04
Which of your channels is being credited for demand that a different channel created?
Nobody gets four out of four on a first call. Two is normal. It isn't a judgement, it just tells us where to start.
The gap
Where the money actually goes
Every stage below loses some of the one before it. The platforms optimise towards the fourth. Your business runs on the fifth. That gap is the entire job.
Illustrative example, not client data. Stream thickness is on a logarithmic scale so every stage stays visible; the figures beneath each leak are the real arithmetic, not the drawing.
What's included
What we actually do
Strategy and account structure
Which channels, what each one is responsible for, and how the accounts are built so the data comes out clean. Most accounts we inherit are structured for reporting convenience rather than for learning.
Google Ads
Search, Shopping, Performance Max and YouTube. Query mining, negative keyword hygiene, feed quality for ecommerce, and a firm hand on where Performance Max is allowed to spend your money.
Meta Ads
Prospecting and retention, built around creative volume rather than audience micro-targeting. The targeting lever got weaker over the last few years. The creative lever got stronger.
LinkedIn Ads
For B2B where the deal size justifies the CPMs. Used deliberately, usually against a narrow set of named accounts, and judged on pipeline rather than on lead count.
Landing pages and conversion
The page after the click is usually the cheapest thing to fix and the last thing anyone touches. We test it, and where you want us to, we build it.
Measurement and attribution
Conversion tracking rebuilt properly: GA4, Google Search Console, server side tagging, the conversion APIs, offline conversion import, and a written attribution model you're free to argue with. This is the part that makes everything above it defensible.
How we work
How we work
We don't publish a timeline, because the honest version depends on what we find when we open the accounts. One with clean tracking and a decent creative library moves quickly. One where the pixel has been broken for a year does not. What doesn't change is the order.
- 01
Audit
Account structure, tracking, creative, landing pages, and the numbers behind all four. You get the findings and the recommendations either way, including the ones that don’t need us.
- 02
Fix the measurement
Before we touch a single bid. Optimising against numbers you don't trust is just expensive guessing.
- 03
Restructure and stabilise
Consolidate what's fragmented, stop what's spending without learning anything, and get each campaign doing one job rather than three.
- 04
Test creative and offer
Volume first, then discipline. Most accounts are short on ideas rather than short on budget.
- 05
Scale what survives
Push spend behind what proved out, and hold a fixed share of budget in testing so the account doesn't quietly go stale.
- 06
Report against revenue
One document, monthly, against the numbers your finance team already recognises.
Step one stands on its own. You can take the audit and run it in house, and some clients do exactly that.
Channel fit
Google, Meta or LinkedIn, and what each one is actually for
Most accounts don’t need all three. One channel run properly beats three run badly, and the second channel should only arrive once the first has stopped being the constraint.
A starting point, not a rule. Most accounts end up running two of the three.
| Dimension | Google Ads (paid search, PPC) | Meta Ads | LinkedIn Ads |
|---|---|---|---|
| What it does | Captures demand that already exists | Creates demand that didn't | Reaches a named list of accounts |
| Best fit | Someone is already searching for what you sell | Visual product, broad audience, decision made in one or two sessions | High deal value, narrow job titles, long cycle |
| Deal size | Works across most | Lower to mid | High. The CPMs require it |
| Sales cycle | Short to medium | Short to medium | Long |
| Creative load | Low to moderate | High. This is the main lever | Moderate |
| Judge it on | Cost per qualified lead, or return on ad spend (ROAS) with brand excluded | Blended cost per new customer | Pipeline created, not leads |
| Common failure | Broad match and Performance Max quietly spending on brand and junk | Judging it last click, seeing nothing, switching it off | Running it like Meta and paying several times over for the privilege |
The plan
What a plan looks like before anything goes live
Simplified, and anonymised. The point isn't the shape of it. The point is that every line has a job and a number attached before a penny is spent.
| Line | Its job | Judged on |
|---|---|---|
| Brand search | Defend the name | Cost to hold position, not ROAS |
| Non-brand search | Capture in-market demand | Cost per qualified lead |
| Shopping and Performance Max | Convert product intent | ROAS, with brand traffic excluded |
| Paid social prospecting | Create demand | Blended cost per new customer |
| Retargeting | Close the almost-there | Incremental lift, tested with a holdout |
| Testing reserve | Find the next winner | Rate of learning, not efficiency |
Budget split is deliberately not shown here. It moves with your margins, your sales cycle and how much your account can currently absorb, and any agency publishing a fixed split hasn't looked at your business yet.
Proof
Jovens Academy, US campaign
An academy running Meta lead generation into the US market. The account was spending steadily and returning single-figure lead counts, at a cost per lead high enough that the channel could not be justified for much longer.
What we did
The campaign was rebuilt as a dedicated lead generation effort rather than a general one. What the before and after screenshots show changing: cost per thousand impressions fell from $36.84 to $22.13, cost per click fell from $1.49 to $0.98, and lead volume rose roughly fivefold. The account got cheaper to reach people with and better at converting the people it reached, at the same time.
Spend went down, not up. The after campaign delivered 29 leads on $207.63, against 6 leads on $285.24 before. A second campaign in the same period ran 21 leads at $11.88.
Results
- Cost per lead
- Down 85%
- Cost per lead after
- $7.16
- Leads per campaign
- 6 to 29
- Spend
- Down 27%
Cost per lead before
$47.54
Meta Ads, April 2025. The month before was $31.35.
Read from Meta Ads screenshots, deck p46 and p47.
Two more accounts
Google Ads
Royal Windgate, real estate
Search and Performance Max running together on a modest budget, judged on cost per conversion rather than on clicks.
- Conversions
- 51
- Cost per conversion
- Rs 455
- Account CTR
- 8.44%
Meta Ads
Jewelry Palace, ecommerce
A Shopify store selling internationally, where the cost of each result was the constraint rather than reach.
- Cost per result
- Down 78.6%
- From
- $7.89
- To
- $1.69
Measurement
How you'll know it's working
Before we spend anything, we agree what counts. That means a stated attribution model, written down, rather than whatever each platform decides to claim for itself.
What we set up
- GA4 configured against the events that matter to your business, not the default set
- Server side tagging, where the data loss actually justifies the build
- Offline conversion import, so a deal closing in your CRM finds its way back to the ad that started it
- A documented attribution model, so that everyone in the room is arguing about the same numbers
Leading indicators
Move first
- Cost per qualified lead, not cost per lead
- Creative win rate, and how much of the budget is currently learning
- Landing page conversion rate
Lagging indicators
Tell you whether it mattered
- Customer acquisition cost, blended and by channel
- Pipeline and revenue attributed to paid
- Payback period
The number we watch hardest
Blended cost of acquisition across everything, compared against last month. Platform ROAS is useful for steering inside a channel. It’s a poor way to judge whether the programme as a whole is working, because every channel will happily claim the same sale.
When it isn't working
We'll tell you, with the reasoning, and early. If the honest read is that paid media is the wrong channel for your economics, you'll hear that from us rather than from your board.
Tools & stack
The stack we work in
- Ad platforms
- Google AdsMicrosoft AdvertisingMeta Ads ManagerLinkedIn Campaign Manager
- Measurement
- Google Analytics 4Google Search ConsoleGoogle Tag ManagerServer side GTMLooker Studio
- Ecommerce and feeds
- Google Merchant CenterShopifyWooCommerceBigCommerce
- CRM and offline conversions
- HubSpotSalesforcePipedriveZoho CRM
- Delivery
- SlackNotionShared documentationDirect access to your developers
We work inside your accounts, under your billing, in your name. If we part ways you keep the history, the audiences and everything the account has learned.
Engagements
How engagements work
Three shapes, depending on what you need.
Audit
A one-off review of account structure, tracking, creative and landing pages, with the fixes specified rather than described. Yours to keep and to implement with anyone. Some clients take it in house and never speak to us again, which is a perfectly good outcome.
Managed
We run the channels, the measurement and the testing. Three month minimum. Repair comes before learning and learning comes before scale, and compressing that sequence just means paying for all three at once.
Advisory
For in-house teams who have the people and want the direction. Strategy, account reviews and standards, without us doing the delivery.
What determines scope
- How much you're spending, and across how many channels
- The state of your tracking when we arrive
- Whether creative comes from you, from us, or from somewhere else
- How many markets and languages
What you own
Everything. The ad accounts, the billing relationship, the audiences, the creative, the documentation and the data. No agency-owned accounts, nothing you lose access to on the way out, and no clause that makes leaving expensive.
We don't publish rates. Paid media scope moves with spend, channel count and the state of what you already have, and a number without that context is misleading in both directions. You'll have one on the first call, before you've committed to anything.
Why OnlyConversion
Why work with us
We fix the measurement before we touch the bidding
It's the least interesting part of the engagement and it's the reason everything after it holds up. Nearly every account we take over has at least one tracking fault that's been quietly distorting decisions for months.
We'll argue with your platform numbers, including when they flatter us
If Meta is claiming a sale that Google is also claiming, one of them is wrong. We’ll tell you which one we think it is, and how we worked it out.
The account stays yours
Your billing, your name, your data. We've seen enough handovers go badly to know that the agencies who hold the accounts hostage are the ones who need to.
FAQ
Frequently asked questions
Cost and commitment
What this takes to start
How much should we be spending on ads?
Enough that a test can reach a conclusion, which depends on your cost per acquisition rather than on any rule of thumb. If your target cost per customer is high and your budget only buys a handful of conversions a month, paid media will be slow and noisy for you, and we'd rather say that at the start than three months in.
What does PPC management cost, and what do you charge?
It depends on spend, channel count and the state of your tracking, and we'd rather give you an accurate number on a call than a misleading one on a web page. What we can say upfront: we're not the cheapest option in any market we work in, managed engagements run on a three month minimum, and we're a poor fit for anyone wanting to trial paid media on a small budget for a quarter.
How long before we see results?
Tracking faults and obvious waste tend to show up quickly. Real efficiency gains come after a few cycles of creative testing, and that part can't be rushed. Anyone quoting you a specific week is guessing, and you should ask them how they arrived at it.
How we work
What actually happens
Do you work in our existing ad accounts, or start fresh?
Yours, almost always. The account history has real value to the platforms' bidding, and starting fresh throws away learning you've already paid for. We'd only rebuild if the structure is beyond repair, and we'd show you why first.
Which channel should we start with?
Usually the one that captures demand you already have, because it proves the funnel works before you spend money creating demand. The comparison above sets out what each channel is actually for. On a first call we'll tell you which one your business shape points to.
Do you produce the creative?
We can, and we often do for paid social, where creative is the main performance lever. If you already have a team or a studio we'll brief them and test what they produce instead. Either way, ads get judged on results rather than on who made them.
Measurement and access
The part most agencies skip
Can you prove the ads caused the sales?
Not from platform reporting alone, and be wary of anyone who says otherwise. What we can do is design tests that get close: holdout groups, geo splits and staged budget changes, measured against blended acquisition cost. It's more work than reading a dashboard, and it's the difference between knowing and assuming.
What if our tracking is a mess?
That's the normal starting condition, and it's usually the first thing we fix. Broken or partial tracking isn't a reason to delay. It's the reason the numbers you have now aren't telling you much.
What happens if it doesn't work?
We tell you early, with the reasoning. Every engagement has agreed leading indicators reviewed on a fixed cadence from the start. If those aren't moving we change the approach, and if paid media is genuinely wrong for your economics we'll say so and help you work out what isn't.
Next step
Find out what your ad spend is actually doing
We'll review your accounts, your tracking and your landing pages, and tell you what we'd change and in what order. You get the findings whether or not you work with us.
Free. No obligation.
Tell us what you’re trying to fix
Service interest is pre-set to Performance Marketing.