Step 1
Audit
Assess your current acquisition and retention mix.
01Performance Marketing Strategy
Performance Marketing Strategy
Campaigns win clicks. Strategy wins markets. My Performance Marketing Strategy service creates frameworks that help you scale profitably across multiple channels and geographies, while aligning acquisition with retention and long-term customer value.
Get Marketing Strategy →02Overview
What is Performance Marketing?
Performance marketing is a data-driven approach where you pay only for measurable results-impressions, clicks, conversions, or sales-rather than guaranteed placements. Brand advertising builds awareness. Performance marketing prioritizes ROI, attribution, and direct business impact. Channels include Google Ads, Meta, TikTok, LinkedIn, retargeting, and affiliate marketing.
The difference? Accountability. Performance campaigns optimize for short-term metrics: CPA (cost per acquisition), ROAS (return on ad spend), and CAC payback periods. Brand marketing builds long-term awareness but lacks conversion tracking. For growth-stage companies, every euro must drive measurable revenue. Performance marketing is essential for SaaS, e-commerce, and fintech because these industries need predictable acquisition funnels and lifetime value modeling to scale profitably.
Each channel does something different. Google Ads captures high-intent search traffic for SaaS and fintech. Meta excels at prospecting, retargeting, and creative testing at scale. TikTok drives reach among Gen Z/Millennial audiences. LinkedIn targets B2B decision-makers with precision. Retargeting recovers abandoned carts and increases conversion rates. Each channel needs different creative strategies, bidding models, and attribution approaches.
Benefits: measurable ROI with clear attribution, scalable spend allocation, faster optimization cycles, multi-touch attribution, and budget control. The downside? Higher complexity. You need solid tracking, analytics, and team expertise to manage multiple platforms efficiently.
Core metrics: CAC (customer acquisition cost), LTV (lifetime value), CAC payback period, ROAS, conversion rate, CPA, and blended margin. Successful performance marketing balances scale with efficiency. Most growth-stage companies target CAC:LTV ratios of 3:1 or higher and payback periods under 6 months.
03Certification
Google certification baseline
I am certified in GA4 and Google Ads Search. This keeps your measurement and bidding aligned with current Google standards.
04The problem
The Problem
Many companies rely on channel-level tactics - optimizing ads in isolation, without a clear view of how each touchpoint contributes to lifetime value. Without strategic allocation models, CAC often rises above LTV, making scaling unsustainable. Strategy is what prevents growth from stalling once the basics are in place.
05The solution
The Solution
I build strategies that are both data-driven and execution-ready. This includes:
- Multi-channel acquisition frameworks
- Predictive CAC/LTV modeling
- Market prioritization and entry strategies
- Budget allocation playbooks that balance growth with profitability
The goal isn't just to run campaigns - it's to build systems that keep scaling even as markets change.
What makes this different: Instead of treating each market or channel in isolation, I build allocation models that optimize for profitability across your entire portfolio. This means shifting budget from saturated markets to emerging opportunities, using predictive CAC/LTV modeling to guide decisions. The result is a framework that adapts as you scale, not a one-time strategy that breaks when conditions change.
06My approach
My Approach
Step 2
Model
Build predictive CAC/LTV models to guide decisions.
Step 3
Frameworks
Create allocation playbooks for channels and markets.
Step 4
Alignment
Ensure acquisition, retention, and product roadmaps are pulling in the same direction.
07Proof
Proof of Approach
At bunq, I worked with leadership to align marketing and product roadmaps, ensuring acquisition strategies supported long-term retention. At Bitvavo, I developed frameworks to navigate competitive and highly regulated markets. At Dyme, I created go-to-market playbooks that enabled entry into new verticals with confidence.
Go deeper
See client results · Read the Campaign Planning Playbook · Try the Marketing Mix Allocator
08Fit
Who It's For
This service is designed for CMOs, founders, and growth leaders preparing for scale. If you're entering new markets, managing multi-million-euro budgets, or needing a strategic reset, this engagement provides clarity and structure.
09FAQ
FAQs
/01Is this just consulting, or do you also deliver execution?+
It starts with frameworks, but I often stay involved to ensure strategies are executed correctly.
/02Do you work with both startups and scale-ups?+
Yes. Strategies are adapted to the stage of the company, whether building the first growth system or scaling across continents.
/03How do you model CAC/LTV?+
By combining your historical data with industry benchmarks, I build predictive models that forecast retention and profitability at different spend levels.
/04Can this scale globally?+
Yes. My frameworks work across multiple markets and can be localized by language and audience. The allocation models adapt to different market conditions, regulatory environments, and competitive landscapes.
/05What's included in the strategy framework?+
You get channel strategies, budget allocation models, creative testing frameworks, attribution setups, and implementation roadmaps with clear milestones and success metrics.
/06How do you handle attribution and measurement?+
I set up proper attribution models using your existing tools and recommend additional tracking where needed. This ensures accurate measurement and optimization decisions.
/07Can you help with creative strategy and production?+
Yes, I provide creative briefs, testing frameworks, and can work with your creative team or recommend production partners to ensure high-performing creative assets.
/08What if we don't have enough historical data?+
I use industry benchmarks and work with whatever data you have. We'll also set up proper tracking to gather the data needed for future optimization.
/09How do you approach budget allocation across channels?+
I use data-driven models that consider channel performance, audience overlap, and business goals. Budget allocation is optimized for maximum ROI while maintaining growth targets.
/10Do you provide ongoing optimization and updates?+
Yes, I offer ongoing strategy updates, performance reviews, and optimization recommendations. Many clients continue with monthly strategy sessions to ensure continued growth.
/Next step
Ready to build a scalable strategy?
Audit firstAcquisition and retention mix review
Model smartPredictive CAC/LTV frameworks
Scale profitablyMulti-channel allocation playbooks
Get Marketing Strategy →
Book a quick intro call or send a short brief, no fluff, no hard sell.