Performance Media

Performance isn't media buying. A media buyer runs ads and says "the numbers are fine". Performance is accountable to the number in the bank.

What we do, exactly. Structure before budget: an evergreen CBO bringing new people without an offer; a testing ABO with each offer or angle in its own ad set; a scaling CBO for winners only, with a minimum spend per ad set so decisions aren't made on false signals; DPA split into product sets (category, price, best sellers); staged retargeting (visitors / ATC and IC / 90-day buyers excluding the last 30).

Every campaign gets a written verdict: proven-winner / message-cheap-deep / killed-bleeder. Not "looks fine"; a verdict in numbers: spend, CPP, frequency, break-even.

Budget from your break-even: AOV and margin define the ROAS below which you lose; we build on that number. The owner who called saying "spend more, why are you protecting my money?" heard no, and the target was exceeded from a written plan.

Scaling by written rules: flat daily budgets instead of jumps (an account on a flat daily budget held CPL low; the jump-driven test cost eight times more per lead); +20–25% every 3–4 days once stable; 50–100% on paydays and seasons with Target ROAS; no punishing at day's end since dawn brings 20–25% of sales; and scaling tied to capacity (stock, shipping, replies), not CPA alone.

Platforms by role, not fashion: Meta the closing machine; TikTok creates desire (CPP 16 vs 60 in a tourism case); Google for existing demand (ROAS 41 in a quarter); Snapchat for Gen Z in the Gulf; WhatsApp a scheduled sales channel.

What you receive: a Sunday report with four numbers (spent, returned, killed, next). And if numbers don't move as written in the first 30 days, you stop.