Performance Advertising
Make traffic predictable and profitable: strategy, campaign structure, product feeds, dynamic creatives, S2S conversions*, end-to-end analytics and betting management rules. ROAS*, CPA* and profit growth.
Request an audit and media planWhy Businesses Need a Performance Approach
We're building a system where every ad and every bet is money-related: tracked correctly, attributed, fed, test plan, budget orchestration and allerta. No leaks: channels are measurable, comparable and manageable.
Business effects
- -18-35% to CPA* Due to the pure structure and S2S conversions.
- +12-40% of paid traffic revenue thanks to feeds and dynamic creatives.
- Transparency: ROI/ROAS through channels/campaigns/products/segments.
Channels and formats
Search and context
- Structure: exact/phrasal queries, negative words, SKAG/SKC logic.
- Extensions, geo/time, device and audience adjustments.
- Test plans for creatives: headline / body / CTA / quick links.
Commodity and catalog ads
- Product feeds: categories, prices, availability, attributes of quality and margin.
- Rules: cutting off zero margin, priority of new products / hits, seasonality.
- Dynamic templates of creatives and promotional prices according to the rules.
Retargeting and remarketing
- Behavior segments: viewing, adding, abandoned basket, value sensitive.
- Exclusion audiences: buy/return/low margin.
- Cross-sales and additional sales according to the rules of joint purchases.
Social media and messengers
- Performance formats: tapes, storis, carousels, catalogs, lead-forms.
- Hierarchy of budgets: campaigns → groups → creativity, frequency limits.
- Creative system: Offers, Proofs, CTA, UGC and short video.
Marketplaces and aggregators
- SKU, Residues and Marginality Betting; Anti-Cannibalization with Site.
- Logic of promotion: coupons, shares, subscriptions; control of the share of promo-revenues.
- Alerts on write-offs, logistics, fines and closing cards.
Brand Safety and Antifraud
- Site lists, filters, frequency, stop words and exclusive audiences.
- Click/shown anomalies, tracking discrepancies, click-through protection.
- Whitelists and blacklists with auto-update.
Tools and architecture
The stack closes data collection, betting management, feeding, experimentation and reporting.
Tracking and attribution
- UTM standards, click-ID, S2S*-sending conversions and the anti-double flag.
- End-to-end analytics: leads/orders/revenue/margin by source and creative.
- Models: last non-direct, data-driven, post-click/view, windows 1/7/30.
Feed engine
- Generation and transformation of feeds (CSV/TSV/XML/JSON) on schedule.
- Business rules: hide out-of-stock, filter by margin, promotional prices, tags.
- Feed validator and error log; preview and A/B feed variants.
Experiments
- A/B tests of creativity and pages: goals, power, stratification.
- Geo/cluster tests for prices/offers/betting strategies.
- Post-test: incrementality, segment effects, and impact on LTV.
Dashboards and alerts
- Channels→campaigns→groups→creatives: CPA/ROAS, CR, frequency, reach, revenue.
- Alerts: CR drop, CPA rise, delivery stop, 4xx/5xx on landing pages.
- Weekly Insights and Work Plan: What to Scale/Slice/Test
Integration
- CRM/ERP for transaction statuses, payments, returns and margins.
- Catalogues / warehouses: balances, prices, shares, personal price lists.
- Export audiences: retarget, similar, exceptions.
Typical stack
How do we work?
(1) Audit and objectives
Check tracking, structure, feeds, landing; agree KPI: CPA/ROAS/margin, coverage and frequency.
(2) Strategy and structure
Media plan, segment map, campaign hierarchy, negative words, budget and betting rules.
3) Launch and tracking
Deploy S2S conversions, events, feeds and creatives; validate delivery and cost matching.
(4) Optimization
Weekly tests of creatives / offers, cleaning of requests / sites, redistribution of budgets.
(5) Scaling
Expanding keywords/audiences, look-alike, new formats and geo, automating rules.
What do you get?
Artifacts
- Media plan with KPI and budgets on channels / stages of the funnel.
- Campaign maps: structure, negative words, segments, frequencies, UTM standards.
- Library of creatives / offers, matrix of tests for 8-12 weeks.
Infrastructure
- S2S conversions and events, product/service feeds, feed validator.
- Dashboards CPA/ROAS/CR/revenue/margin, allerts and reports.
- Bidding and pacing rules, quality checklists.
Growth and support
- Weekly recommendations: what to scale, what to disable, what to test.
- Optimization of feeds and creatives for seasonality and margin.
- Preparation for sales: promo matrix, thresholds and guardrails.
Examples of KPI
- E-commerce: CPA/ROAS, AOV, share of promotional revenue, returns.
- SaaS: CAC, signup→activation, PQL→SQL, LTV/CAC.
- B2B: CPL/CPA, lead→meeting→deal, project margin.
Cases
E-commerce: feeds and dynamics
Ввели фид-правила по марже/остаткам, динамические ценники и промо-теги. Итог: ROAS +27%, CPA −19%, доля «минусовой» маржи <1%.
SaaS: S2S and Structure
Reassembled campaigns on intent queries and segments, S2S conversions to SQL. CAC -22%, signup→activation +9 p.p.
B2B: Lead Quality and Remarketing
Eliminated "junk" sites / requests, set up remarketing in stages. CPL -31%, lead→meeting +18 p.p.
Checklists and quality control
Before launch
- UTM standard and click-ID; end-to-end analytics events and objectives verified.
- Fid valid: prices/residues/categories/GTIN/SKU/images.
- Campaign structure: minus words, geo, schedule, frequencies, exceptions.
Optimization
- Clean search queries and sites 2-3 times a week.
- Weekly tests of creatives / offers (≥ 2 variants per group).
- Redistribution of ROAS/CPA budgets and coverage.
Safety and risk
- Cut-offs by margin/frequency, exclusion of purchasers/low value.
- Antifrode: click/showing anomalies, bot filters, captchas.
- Landings monitoring: 4xx/5xx, speed CWV* and availability.
Thresholds and alerts
- CPA > цели 20%+ — пауза/понижение ставок/исключения.
- ROAS < порога 3 дня — сдвиг бюджета в топ-группы.
- CR drop -15% WoW - check tracking/landing/creatives.
| Signal. | Threshold | Action. |
|---|---|---|
| Rising spa | > целевого на 20% | Reducing rates, cleaning requests / sites, changing the offer / creatives |
| ROAS has slipped | < порога 3 дня | Low-margin SKU pause, budget redistribution |
| Feed's refusal | errors/empty fields | Recoil on backup feed, notification, fixing rules |
| Falling CR | -15 percent to the median | Verification of releases/speed, include session recordings, alternative landing test |
FAQ
When will the first results be?
Basic cleaning of the structure and tracking – in the first 7-10 days; then – weekly improvements on the test plan and redistribution of budgets.
What if there's not enough conversions?
We rely on proxy metrics (micro-CR, additions/views), cluster tests, expand semantics and audiences, improve landing.
How do we account for margins?
We transfer the margin/order status to reports and feed rules, disable the negative SKU, change priorities and rates by category.
Do you need CDP/Cross-to-Close Analytics?
At the start, a correct S2S and basic data marts are enough; then we connect end-to-end analytics and segments to increase efficiency.
Decoding of terms
- ROASReturn on Ad Spend – Return on Ad Spend costs.
- CPACost per Action: Cost per Action (Lead/Buy)
- S2S conversionsTransferring server-to-server conversions without browser loss.
- Core Web VitalsLCP/INP/CLS: Speed/reactivity/stability of the interface.
- SKAG/SKC: One Key, One Group/Campaign structures for pure relevance.
- PacingEquitable budget allocation and control of the rate of expenditure.
- Guardrails: security metrics (CR/margin/frequency) that limit risk.
- IncrementalityMeasure the “pure” effect of campaigns vs. control.
Are you ready to turn advertising into predictable revenue?
We audit, we put together a strategy and structure, we clean up the tracking and feeds, we run tests and betting rules, and in a couple of weeks you'll see a decline in CPA and a rise in ROAS.
Request an audit and media plan