Performance marketing: paid advertising
Paid advertising that returns profit rather than traffic, and how you measure whether that actually happens.
Performance Marketing
10 articlesSpecifically covered: POAS versus ROAS, Google Ads optimisation for small businesses, choosing between Google Ads and Meta Ads for a webshop, and what changes now AI redraws the funnel. Plus a worked case study of a caterer, and the trade-off of outsourcing advertising to a senior partner.
Want the campaigns set up and managed for you? That is on Performance marketing.
Generating leads without a big marketing team: what works and what does it cost?
How does a small business generate B2B leads? The channels that work, what a lead really costs and why your response time matters more than your budget
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Google Ads optimisation: the complete SME guide
Google Ads optimisation in 2026: a data-driven routine for SMEs, from Quality Score and Performance Max to AI Max, with profit as your compass
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What is performance marketing? A complete guide for SMEs
Performance marketing explained for SMEs: how it works, which channels and KPIs matter, what AI and cookieless really change, and how to start smart
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POAS vs ROAS: why profit matters more than revenue
POAS measures net profit after all costs, ROAS only revenue. Why a high ROAS can be loss-making and how to calculate the real profit of your ads.
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Google Ads vs Meta Ads for your Shopify webshop
Compare Google Ads vs Meta Ads for your Shopify webshop. Discover which platform delivers the highest ROI based on your target audience and ad budget.
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Criticism of digital advertising and tips for better ROI
Are your ads being ignored? Discover why many digital campaigns fail and learn how to prevent ad fatigue for a healthy ROI on your advertising budget.
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Outsourcing online advertising to a senior partner
Want to outsource your online advertising? Learn why senior expertise is crucial for your ROI and how to choose the right partner for SME growth.
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Performance marketing in the AI era: human versus machine
AI runs your ads in Performance Max, AI Max and Advantage+. What the machine takes over, what you have to keep doing, and how to monitor those campaigns.
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Advertising strategy 2026: how AI transforms your marketing funnel
Advertising strategy in 2026: the linear funnel gives way to the 360-degree customer journey, with AI targeting, first-party data and a clear action plan.
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Bastiano case: how a caterer tripled his revenue
See how caterer Bastiano tripled his revenue. Learn from this marketing case about the power of Google Ads and local SEO for fast SME growth.
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