Explore practical performance marketing strategies, case studies and insights from me, Deepak Singh, across Meta Ads, Google Ads, YouTube Ads, CRO, tracking, attribution, CAC, ROAS and paid acquisition. I share lessons from almost 10 years of hands-on experience managing and scaling campaigns across lead generation, ecommerce, education and digital products.
Facebook Ads Course Selling Case Study: 1,057 Purchases in 30 Days Between 7 September and 6 October 2026, this Facebook Ads course selling campaign generated 1,057 recorded course purchases from ₹88,281.58 in Meta Ads spend. The average cost per purchase…
A performance marketing account can show a healthy ROAS and still become worse at acquiring customers. That sounds contradictory until you separate what ROAS measures from what customer acquisition cost measures. ROAS tells you how much attributed revenue the advertising…
Hiring a performance marketing expert in India is not difficult because there are too few options. It is difficult because almost everyone appears qualified on the surface. Profiles mention Meta Ads, Google Ads, PPC, ROAS, lead generation, ecommerce, conversion tracking…
What Is Performance Marketing? Performance marketing is the practice of planning, measuring and improving marketing around defined outcomes, such as qualified leads, new customers or revenue. In paid acquisition, I connect the money spent on advertising with the quality and…
Performance Marketing for D2C Ecommerce Must Survive the Order Lifecycle I judge performance marketing for D2C ecommerce by what happens to the customer and the order after the purchase event. The ad account matters, but so do product costs, delivery,…
Performance Marketing for EdTech Starts With the Paid Student I approach performance marketing for EdTech by working backward from the student the business wants to acquire. The campaign objective, lead form and media budget should all support that outcome. A…
ROAS vs CAC: Match the Metric to the Decision When I compare ROAS vs CAC, I start with the decision I need to make. Am I trying to improve the revenue generated by a campaign, acquire more new customers, or…
I Do Not Think of a Performance Marketing Funnel as Just TOFU, MOFU and BOFU When people talk about a performance marketing funnel, the conversation often becomes very theoretical. Top of funnel. Middle of funnel. Bottom of funnel. Awareness. Consideration.…
I Do Not Judge Performance Marketing From One Metric One of the biggest mistakes I see in paid acquisition is trying to reduce performance to one number. Sometimes that number is ROAS. Sometimes it is CPL. Sometimes it is CAC.…
How I Start a Performance Marketing Audit When I conduct a performance marketing audit, I do not start inside Meta Ads, Google Ads or YouTube Ads looking for random campaign mistakes. I start with the business. Before I can decide…