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Madvert Labs

Performance Marketing

Performance Marketing. Paid Advertising Judged by Qualified Leads and Revenue.

Performance Marketing at Madvert Labs is the planning, buying, tracking and optimisation of paid advertising on Meta, Google, YouTube and other platforms, measured by cost per qualified lead, purchases and revenue rather than clicks or reach.

Performance Marketing is the paid advertising side of the Client Acquisition pillar. Madvert Labs plans the channel mix, builds the landing pages and tracking, tests creative and moves budget towards the campaigns that produce qualified leads, purchases and booked calls.

Madvert Labs works from its office in Karachi with established businesses across Pakistan and with international clients. Every published Madvert Labs case study to date was run on Meta, so the proof on this page is Meta proof.

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Who this is for

Who a performance marketing agency is for

A good fit

  • Established businesses in Pakistan that already advertise and want paid media judged by sales outcomes, not reach.
  • E-commerce brands that need purchases tracked properly and creative tested on a schedule.
  • Service businesses whose leads are cheap but rarely turn into sales conversations.
  • Companies running Meta and Google separately, with no shared view of which channel actually produces customers.

Probably not the right fit

  • Businesses looking for boosted posts or follower growth only. Social Media Management covers organic presence.
  • Offers that are not yet clear or priced. Offer work comes first, otherwise paid traffic only makes the problem more expensive.

The problem

Paid advertising fails quietly when nobody measures past the click

Most ad accounts report what the platform can see: impressions, clicks, cost per lead. Few report what the business needs to know: which campaigns produced qualified conversations, purchases and revenue.

When tracking is broken, the platform optimises towards the wrong people. When creative is not tested, campaigns fatigue and costs creep up. When the landing page and follow up are not built for the ad, good traffic is wasted after the click.

Performance Marketing at Madvert Labs treats the ad, the page, the tracking and the hand-off to sales as one system, and reports cost per qualified lead alongside cost per lead so budget decisions follow real outcomes.

How it works

How a performance marketing programme is run

The same sequence applies whichever platforms are used: measurement is fixed before budget is scaled.

  1. Step 1: Audit and goals

    Review the offer, past campaigns, tracking, landing pages and follow up, then agree the target measures, such as CPQL, cost per purchase or booked calls.

  2. Step 2: Channel plan

    Choose the channels for the buyer: Meta Ads to create demand, Google Ads to capture people already searching, YouTube and TikTok where the audience and creative suit them.

  3. Step 3: Tracking

    Set up and verify the Meta Pixel and Conversions API, GA4 and Google Tag Manager, Google Ads conversions and CRM delivery, so every platform optimises towards the same real events.

  4. Step 4: Landing pages and offers

    Build or adjust landing pages, forms and qualifying questions that match the ad and filter for intent.

  5. Step 5: Creative testing

    Produce several angles, hooks and formats with Madvert Studios, launch them under a test plan and keep the winners in rotation.

  6. Step 6: Optimise and report

    Shift budget towards the audiences, keywords and creatives that produce qualified outcomes, and report spend, CPL, CPQL and sales results in one view.

Comparison

Meta Ads, Google Ads or both

Each platform reaches buyers at a different moment. Many businesses need both, planned together.

Paid advertising channels compared
ConsiderationMeta (Facebook and Instagram)Google Search and Performance MaxYouTube
Buyer momentNot searching yet; reached by location, interest or life stageActively searching for the service or productWatching related content; open to a longer message
Main jobCreate demand and generate leads or salesCapture existing demandBuild familiarity and support other channels
Creative needHigh: hooks and visuals decide resultsModerate: keywords, ad copy and landing pageHigh: video built for the first five seconds
Key trackingMeta Pixel and Conversions APIGoogle Ads conversions, GA4 and GTMGoogle Ads conversions and GA4
TikTok sits closest to Meta: it creates demand among people who are not searching yet, and it depends heavily on short form video creative.

Scope

What is included in performance marketing

Included

  • Paid media strategy, channel mix and budget allocation
  • Meta Ads campaign management on Facebook and Instagram
  • Google Ads Search and Performance Max campaigns
  • YouTube and TikTok campaigns where they suit the audience
  • Landing page and lead form setup with qualifying questions
  • Meta Pixel, Conversions API, GA4 and Google Tag Manager setup and verification
  • Creative testing plans and ad creative through Madvert Studios
  • CPL, CPQL and revenue reporting, with CRM delivery of every lead

Not included

  • The advertising budget itself, which is paid to the platforms and agreed separately.
  • Guaranteed costs per lead, return on ad spend or sales volumes. Results depend on the market, offer and budget.
  • Buying followers, engagement or lead lists.
  • Running the sales conversation. The business's own team closes the opportunities.

Examples

What performance marketing work can look like

These are examples of deliverables, not promised results.

  • A lead generation system for a service business

    Meta lead ads with qualifying questions, a Google Search campaign for high-intent keywords, CRM delivery and a weekly CPQL report.

  • An e-commerce purchase campaign

    Purchase-optimised Meta campaigns, verified Pixel and Conversions API events, a tested product landing page and a monthly creative refresh.

  • A tracking rebuild before scaling

    An audit of every pixel, tag and conversion, fixes in GA4 and Google Tag Manager, and a clean baseline before budget increases.

  • A creative testing programme

    Several hooks and formats per month, tested under a fixed plan, with winners scaled and losing angles retired on data.

Proof

Real performance marketing results on Meta

Every figure below is taken from the case study it belongs to, including its currency and context. These are results from specific campaigns, not market benchmarks.

All results are from real Madvert Labs campaigns and are shown exactly as reported in each case study. Past results do not guarantee future results. See every case study.

Common questions

Performance marketing: common questions

What is a performance marketing agency?

A performance marketing agency plans and runs paid advertising that is judged by measurable outcomes such as qualified leads, purchases and revenue, rather than by reach or clicks. Madvert Labs is a performance marketing agency based in Karachi, Pakistan, working with Pakistani and international businesses.

Is performance marketing the same as paid advertising?

Performance marketing is paid advertising managed against business outcomes. It adds the tracking, landing pages, creative testing and reporting that connect ad spend to qualified leads and sales.

Which platforms do you run ads on?

Madvert Labs runs Meta (Facebook and Instagram) and Google Ads, including Search and Performance Max, and can run YouTube and TikTok campaigns where the audience and creative suit them. Every published Madvert Labs case study so far was run on Meta.

How do you measure performance?

By cost per qualified lead (CPQL), cost per purchase, booked calls and, where the data allows, revenue by source. Cost per lead and click-through rate are reported, but they are not treated as the goal. The CPQL calculator shows how CPQL is worked out.

How much budget do we need to start?

There is no single right figure. The budget must be enough to test more than one audience and creative and to give the platforms enough data, and it depends on the market and the value of a customer. Madvert Labs recommends a starting budget after reviewing the offer and the market.

Do you guarantee results?

No. Results depend on the market, the offer, the creative and the budget. The case studies on this page show what specific campaigns achieved, not a promised number.

Related resources

Free resources from the Madvert Vault

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