All abbreviations and terms marked *Clickable - lead to glossary at the bottom of the page.

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 plan

Why 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.

Each ruble of the budget has a goal, limits, rules and stop thresholds, all parameters and formulas are recorded in the documentation.

<10 days to a clean structure and tracking

95%+ matching offline revenue and reports

24/7 ROAS/CPA/Creative Delivery

SearchProduct AdsSocial RetargetFeed EngineA/B

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.

                

Bead management and pacing

Target rate rules CPA*/ROAS* and the probability of conversion.
Day and month-to-month pacing, redistribution of budgets between groups.
Guardrails: Stop by margin/frequency/CR, anti-overdelivery.

                    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
                Web/App Analytics
                S2S Conversions
                Feed Engine
                Bid Rules & Pacing
                A/B & Geo Tests
                Dashboards & Alerts
            

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.

                

Get an estimate and test plan

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