Performance ads that scale revenue, not just impressions.
Facebook & Instagram Ads, lead generation, app marketing, CPI / CPR campaigns and retargeting, managed by specialists running 10M+ monthly impressions across global Tier-1 markets.
What Performance Advertising Actually Means
Paid advertising in 2026 is no longer about pushing brand messages to a vague target audience. It is performance marketing, every dollar tied to a measurable outcome, every campaign accountable to a real revenue metric, every creative tested against an alternative.
The biggest mistake we see is agencies optimising for vanity metrics. Impressions, reach, click-through rate and "engagement" are useful diagnostics but they are not the goal. Revenue, return on ad spend (ROAS), cost per lead (CPL), cost per acquisition (CPA) and lifetime value (LTV) are the only metrics worth obsessing over.
We run paid advertising as a profit centre, not a marketing line item. Every account we manage is tracked end-to-end, from impression to first click to event to revenue, so we can tell you exactly what every campaign is contributing to your business.
Why Paid Ads Belong in Your Stack
Paid advertising is the fastest growth channel. It will not compound like SEO, but it produces measurable results in weeks rather than months. The five reasons below are why almost every scaling business needs paid in the mix:
Paid produces data, and revenue, within days
Where SEO takes months to gather statistically significant signal, paid ads give you actionable data within the first week of a campaign. You learn what messaging resonates, which audiences convert and where the breakage in your funnel sits, quickly.
Performance ads scale linearly with budget
Once a campaign is profitable, paid scales in a way organic channels do not, increase budget by 50% and (within audience saturation limits) get 50% more customers. This makes paid the most reliable channel for revenue forecasting.
Meta knows your customer better than you do
Meta's machine learning, powered by Conversion API and pixel data, finds people who look like your best customers across 3 billion users. That kind of targeting precision is impossible to replicate organically.
Paid is the fastest creative laboratory you have
Hook variants, copy variants, image-vs-video, offer angles, all can be tested against real customers within 48 hours on paid. The winners from these tests inform your organic content, your landing pages and your sales messaging.
Most of your revenue lives in retargeting, not cold traffic
Cold audiences rarely convert on first touch. Properly built retargeting funnels, pixel-based, email-list-based and lookalike, recover 30 to 50% of warm visitors who would otherwise be lost forever.
What We Run
Below are the six campaign categories we operate. The right mix for your business depends on funnel length, average order value and channel maturity, which we map in the audit before any campaign goes live.
📘Facebook Ads
Full Facebook ad management across Feed, Stories, Reels, Marketplace and Audience Network. We run cold prospecting, retargeting and lookalike campaigns coordinated through a single Conversion API setup so attribution is clean and bidding is informed.
- Feed, Stories, Reels & Marketplace
- Custom audience targeting
- Lookalike modelling
- Conversion API integration
- Catalog ads & dynamic creative
- Cross-account audience portability
- iOS 14.5+ attribution handling
- Daily creative refresh cadence
📸Instagram Ads
Instagram-specific creative and placement strategy. Reels-first as the default in 2026, with Stories and Feed as supporting placements. Every campaign comes with platform-native creative produced in-house, not horizontal video squeezed into vertical aspect.
- Reels, Stories & Explore placement
- Influencer-style native creative
- Shopping & product tagging
- Brand-consistent ad design
- UGC-style creator content
- Story-format funnel design
- Hashtag & trend research
- Real-time creative iteration
🎯Lead Generation Campaigns
Native Meta lead forms or custom landing-page forms, whichever delivers higher-quality leads in your specific category. We integrate directly with your CRM (HubSpot, Salesforce, Pipedrive, Zoho) so leads are routed to sales within seconds, with full source attribution for closed-loop reporting.
- Native Meta lead forms
- Custom landing-page forms
- CRM integration & instant follow-up
- Quality scoring & filtering
- Cost-per-lead optimisation
- Lead-to-MQL conversion tracking
- Phone & email verification
- Bot filtering at form level
📲CPI / App Install Campaigns
App install campaigns optimised for real-user retention, not just install volume. We bid on retention events (D1, D7) instead of raw installs to avoid the incentivised-install trap that wastes most app marketing budgets.
- iOS & Android coverage
- MMP integration (AppsFlyer, Adjust, Singular)
- Event-optimised bidding
- Real-user retention focus
- Geo-targeted install volume
- Creative testing at scale
- Cohort analysis & reporting
- No incentivised installs, ever
🔄Retargeting & Funnel Recovery
Most revenue lives in the warm audience layer. We build multi-touch retargeting flows segmented by intent, homepage visitors, product viewers, cart abandoners, email subscribers, past customers, each with creative and offers calibrated to where they sit in the funnel.
- Pixel-based remarketing
- Dynamic product retargeting
- Email list lookalikes
- Cross-platform funnels
- Sequential storytelling ads
- Cart abandonment recovery
- Post-purchase retention ads
- Win-back & lapsed customer campaigns
📊Performance & CRO
Ad performance is half the story, landing page conversion is the other half. We diagnose drop-off at every funnel stage and rebuild landing pages, forms and offer placement to convert traffic the ads are sending. Many of our biggest performance lifts come from CRO, not bid optimisation.
- Landing page audit & rebuild
- Multi-variant creative testing
- Form field reduction
- Mobile checkout optimisation
- Weekly performance reviews
- Heatmap-informed iteration
- Funnel-stage drop-off diagnosis
- Post-click CRO baked into every retainer
Healthy Performance Benchmarks
"Good" performance depends entirely on industry and product economics. Below are realistic benchmarks across the campaign types we run most.
| Campaign type | Healthy benchmark | What to watch |
|---|---|---|
| DTC e-commerce | ROAS 3–5×, CPA $10–$40 | Post-iOS attribution gaps; LTV vs CAC ratio |
| SaaS lead gen | ROAS 2–4×, CPL $20–$80, trial-to-paid 25%+ | Lead quality scoring; sales cycle length |
| App install | CPI $0.50–$5, D7 retention 25%+ | Real-user verification; cohort LTV |
| B2B lead gen | ROAS 4–8×, CPL $40–$200, MQL rate 30%+ | Sales-qualified conversion; deal close rate |
| Local services | CPA = 5–15% of avg transaction | Phone-call attribution; geo radius accuracy |
Performance benchmarks alone do not tell you a campaign is healthy. Always measure ROAS against your true LTV-to-CAC ratio, not against industry averages.
Our Paid Ads Process
Audit
Account, pixel, tracking & creative review. We diagnose what is leaking budget before launching anything new.
Strategy
Funnel map, audience plan, creative concepts and KPIs. Output: a 90-day playbook with clear targets.
Launch
Tracking-first launch, Conversion API, server-side events, attribution model, then campaigns with a controlled test budget.
Optimise
Daily monitoring, weekly creative refresh, monthly performance reviews. Kill underperforming campaigns fast.
Scale
Double down on winning campaigns. Expand into lookalikes, new geos and adjacent audiences with the proven creative-offer combinations.
Why P&P for Paid Ads
1. Performance-first. We are paid to deliver results, not impressions.
2. Creative + media buying under one roof. Our in-house video and design team produces ad creative on a weekly refresh cadence, no waiting for an external creative agency.
3. Transparent reporting. Aligned with Meta's official ad performance guidelines, real numbers, no vanity metrics. Real dashboards, real numbers, no vanity metrics dressed up as wins.
4. Real client outcomes. See the case studies, 3.1× average ROAS and 41% CPL reductions are typical, not exceptional.
Related Services
Get a free ads audit
Share your ad account access, we will send back a deep audit and the top 5 things wasting your budget.
Paid Advertising, Frequently Asked Questions
Common questions about Meta Ads, ROAS, budgets and what to expect.
What is a good ROAS to aim for?
What budget should I start with on Facebook and Instagram Ads?
How long until I see results from paid ads?
Does P&P run Google Ads as well as Meta?
Who owns the ad account?
Do you produce ad creatives?
Stop wasting ad spend.
Performance-first campaigns built around real ROI, not pretty dashboards.