Performance marketing is an umbrella of different marketing channels that focus on providing your business with instant growth and visibility. In 2025, customers are aware of what they want and what they don’t. To meet their expectations, it is important that you first establish various channels to market your products. If your products, services or anything else you deliver are not visible to your customers, your performance marketing efforts are in vain. Performance marketing deals with providing measurable results through paid ads, content marketing, etc.
Let’s understand what performance marketing is. In addition, we will dive into how agencies deliver marketing services to you, why they fail and how VerveOnlineMarketing, a leading performance marketing company in India, is different from others. Start by choosing the right performance marketing agency for the long-term growth of your business.
Let’s Understand What Performance Marketing Does for Your Business
When you hire a marketing agency for your business, they provide you with a customised marketing campaign for your business. A performance marketing agency takes care of your target customers through ad campaigns. They are also in charge of your marketing strategy, your ad creatives and everything else related to digital marketing. With this, you can get more visibility for your business or brand. A performance marketing agency also enables you to connect with your customers through your website, as the marketing campaigns drive traffic and boost visibility.
Performance marketing deals with the umbrella of different marketing channels where you can market your product and boost visibility. There are different marketing tools and channels through which you can connect to your target customers. Marketing agencies that do performance marketing use analytical dashboards to see how well marketing campaigns are performing. Among the most common performance marketing channels are content marketing, native advertising, display ads, social media, search engine marketing, sponsored content and affiliate marketing.
Why Performance Marketing Agencies Fail to Deliver?
If you hire a performance marketing agency in India for your business, it’s important to learn if they are right for your business or not. Many agencies fail at performance marketing for your business due to a number of reasons. The first and foremost reason is that your hired agency doesn’t understand your customer well. The second reason is that they don’t invest in research and start right away with strategy planning and ad investments. Let’s look at what a poorly executed performance marketing campaign looks like and why most agencies fail to deliver –
Targeting a Broad Range of Customers
If the digital marketers you hired for your business are targeting a broad range of audiences, it’s not an effective performance marketing strategy.
Targeting a broad range of customers diminishes the message’s relevance. This means that the message is less likely to resonate with every audience member, which leads to fewer conversions and a lower engagement rate. It also leads to resource wastage. In running such a big campaign to reach a broad range of customers, the ad spend will be huge. The ad spend will go to waste if the campaign is not reaching the right people who may be interested in the product.
It is difficult to accurately track the performance of marketing campaigns if you target them at a broad audience. By doing this, the performance marketing agencies in India are driving up the cost of ad spend because they are competing with a larger pool of marketing advertisers. Instead, the focus should be on personalised messaging and precise targeting.
Ignoring Mobile-First Optimisation
We are certainly living in a mobile-first world where the majority of users have a digital experience on their mobile phones. They browse a lot of applications, use social media, and surf the internet, all on their phones. It is safe to say that the number of mobile devices has increased significantly in the last decade.
However, sometimes a performance marketing agency designs ad campaigns for desktop primarily and adjusts them for mobile. But the approach should be the other way around. Agencies should create ad creatives, websites, etc, with mobile first optimisation and then adjust them for desktop and other devices. Doing so kills the ROI for the businesses.
It is important to focus on mobile-first optimisation, where the performance marketing agency should test the mobile experience for users rigorously. For example, if a business has a website, it should optimise the landing page for fast loading speed. UX, or the user experience of the website, must be effective for the customers. It should follow simple user flows and easy navigation to enhance the user experience and make their journey effective. It is important to ensure that agencies develop conversion flows, copy and ad creatives for thumbs and not cursors. In addition, the website should have CTAs (call-to-action buttons) to drive customers to make a purchase.
Overreliance on Single Channel
One consistent challenge that performance marketing agencies face while creating marketing campaigns is that they overrely on a single channel. It is good advice not to put all your eggs in one basket, which fits really well in the case of performance marketing.
As a performance marketer, it is essential to target various marketing channels such as Facebook, Google Ads, Instagram, and LinkedIn. Through this, you can target a diversified audience based on their behavioural and demographic traits. It is important to carefully select your audience whom you want to cater to on behalf of your client. A performance marketing agency in India can maximise the potential of its marketing campaigns by investing in different platforms and spreading the risk.
Instead, most agencies focus on 2 to 3 platforms and invest heavily in paid campaigns and ads. It leads to poor ROI and does not give the expected results. As a business owner, you should pay attention to the inconsistent results and steer ahead cautiously when choosing your performance marketing agency.
Missing Key Performance Indicators
Some performance marketing agencies fail to look out for key performance indicators (KPIs) that help determine how well marketing campaigns and strategies are performing. Marketing agencies fail to properly choose KPIs and track them to gather important details about the marketing campaign. Key performance indicators to look out for include cost per impression, cost per click, cost per acquisition, cost of sale and cost per lead. For example, cost per click helps you determine the number of times a prospective customer clicks on the link that leads to your website.
How Performance Marketing is Different at VerveOnlineMarketing
Performance marketing is especially effective for small to medium businesses, where they can track the growth and see results even before they earn money. Marketing gives measurable results and highlights how well the campaigns are working. But it is important to determine the feasibility of marketing campaigns and identify what’s not working to avoid investing a lot of money into failed marketing campaigns.
VerveOnlineMarketing, a leading performance marketing company in India, focuses on targeting specific audience segments based on their behaviour, interests, demographics and other factors. Precise audience targeting makes them more likely to convert. For each unique business, we create custom ad creatives that speak directly to the customers’ needs and desires.
We provide data-driven optimisation in which we evaluate the campaign performance continuously. Based on the results, we adjust the ad campaigns to improve overall ROI and conversion rate. We also measure ROAS, i.e., Return on Ad Spend, which effectively evaluates the generated revenue for every penny spent on advertising. Through this KPI, businesses can effectively evaluate the performance of advertising campaigns. This key performance indicator highlights the revenue businesses will earn for every penny spent on ads.
To give you a better idea of how VerveOnlineMarketing does things differently, let’s see how we differentiate ourselves from other companies in the market –
| Features | VerveOnlineMarketing | XYZ Marketing Agency |
|---|---|---|
| Campaign Strategy Approach | ROI-driven and data-led approach. We focus on creating tailored funnels for businesses. | A one-size-fits-all approach for every client. |
| Client Reporting | We provide transparent updates to clients related to their marketing campaigns’ performance. | Provisioning monthly reports with vague metrics. |
| Ad Spend Efficiency | We optimise ad investments to convert into meaningful ROI. | Wasted investment due to poorly targeting customers. |
| Ad Creatives | In-house creative development. We perform A/B testing to see the performance of different creatives. | Outsourced design lacking iteration and performance testing. |
| Audience Targeting | We track the behavioural traits of the audience to target them for your business using well-defined research. | Untargeted and broad campaigns. |
| Industry Adaptability | Create custom content for every platform. | One content suits all platforms. Lack of ideation and research. |
| Tracking KPIs | Track campaign performance using KPIs. | Not prioritising KPIs for marketing campaigns. |
| Focus on Conversion | Highly focused on client conversion through performance, from getting clicks to final sales. | Relying on outdated methods. Not taking customers through the funnel stages and focusing solely on conversion. |
What Should You Do?
It is important to understand that performance marketing is not a guarantee of success. It is a combination of other elements, including the compelling offers, accurately tracking KPIs, your brand recognition, continuous testing, user experience, as well as competition levels. Any inefficiency in your marketing campaign may indeed result in a loss of ad spend value and poor performance. In addition, poorly executed performance marketing will not give you any results, such as conversions and ROI.
- Performance marketing is an essential aspect of a broader marketing strategy for your business. However, it is important that a performance marketing agency first clarifies the goals behind running the marketing campaign.
- If performance marketing agencies are looking for qualified leads and genuine conversions for their clients, they should put equal effort into designing ad creatives. They should be uniquely designed and targeted for a specific business.
- A performance marketing company in India should do precise audience targeting and leverage various channels to target a diversified audience.
- The most important factor behind it all is conducting research. Performance marketing agencies must research well into the audience to see where they spend most of their time. For example, for many businesses, paid search may not give them optimum results as compared to social media marketing and vice versa.
Hence, it is important to choose the marketing channels effectively. If the agency is targeting all the channels simultaneously, they should divide the ad budget depending on where their audience will be present mostly. Marketing agencies should set a realistic ad spend limit on behalf of the client. This is so that they don’t overspend on a marketing campaign that is not going to deliver results.
To Sum Up
Performance marketing delivers measurable results where businesses can see valuable insights related to their marketing campaigns and their performance. This allows for efficient campaign optimisation and budget allocation. It works by paying for specific outcomes, like conversions or clicks. Performance marketing provides tangible results to the business, which works like a pay-for-results model. If you are a business owner and looking to leverage our performance marketing services, reach out to us to discuss your business growth needs.
