Performance Marketing

Performance marketing is paid advertising managed against measurable actions such as leads, sales, calls or app installs rather than impressions. It covers Google Ads, Meta Ads, LinkedIn Ads and programmatic buying through platforms such as DV360. Results depend less on the platform than on account structure, landing pages, conversion tracking and the discipline to cut what is not working.

Webtales charges a flat monthly management fee agreed in advance, not a percentage of ad spend, because a percentage rewards spending more rather than spending better. Media is billed directly by Google, Meta or LinkedIn to ad accounts you own, with admin access, so you see exactly what was spent. Creative and landing page work is scoped openly at the start rather than added later as extras.

An acceptable cost per lead comes from your own numbers, not an industry average: average deal value, gross margin and the share of leads your sales team converts. From those, Webtales works out the most you can pay per qualified lead and still profit, then sets bidding and budgets against that target. The figure is calculated with you during the audit and revisited in each monthly report.

New Google Ads and Meta Ads campaigns need a learning period because automated bidding must gather conversion data before it can predict which clicks will convert, so costs are often unstable at first. Frequent large edits to budgets or targeting can restart that learning. Webtales plans changes in fortnightly cycles, logs each test, and judges performance on the monthly trend rather than the first few days.

Yes. Webtales designers and WordPress developers build landing pages, forms and checkout flows in-house and test them against conversion rate, so improvements do not wait on another vendor. A page that converts better lowers the cost of every lead the same ad budget buys. Pages are checked by a dedicated QA team before launch, and conversion tracking is installed and verified at the same time.

Conversion tracking comes first because Google Ads and Meta Ads bidding optimises towards whatever conversions it is told about. If forms, calls or sales are missing or double-counted, the algorithms chase the wrong outcome and extra spend multiplies the waste. Webtales sets up GA4, conversion APIs, offline conversion imports from your CRM and call tracking so each qualified lead is tied to the ad that produced it.

Wasted Google Ads spend usually hides in broad keywords matching irrelevant searches, missing negative keywords, bidding that optimises towards inaccurate or duplicated conversions, and ads sending traffic to slow or generic pages. Webtales finds these in a free audit of search terms, account structure, tracking and landing pages, delivered within the first fortnight, with each fix ranked by the budget it would save.

Performance Max is a Google Ads campaign type that serves ads across Search, YouTube, Display, Discover, Gmail and Maps from one campaign, with Google's automation choosing placements and bids. It can work well for ecommerce and lead generation when conversion tracking is accurate and enough creative is supplied. Webtales usually runs it alongside structured Search campaigns, so high-intent keywords stay under direct control.

Webtales tests Meta Ads creative on a planned schedule, changing one variable at a time, such as the hook, visual, format or offer, and records every test and its result in a written log. In-house design and video teams produce new static, carousel and short video variants, so fresh creative arrives within the fortnightly cycle instead of waiting on an outside studio. Winning variants then receive more budget.

Yes. Alongside Google Ads and Meta Ads, Webtales runs LinkedIn Ads for B2B pipelines, using sponsored content, lead gen forms and conversation ads targeted by job title, seniority and industry. It also buys display, native and video inventory through DV360 and native networks for awareness, with frequency and viewability controls. Each channel is judged on cost per qualified lead or an agreed awareness KPI.