Strategy, paid media, data and AI for companies that want to understand digital advertising and use it well — not simply run it.
Approach
Good performance does not start with a campaign.
Who are you trying to reach? What should digital advertising actually do for your business? Which channels make sense — and which do not? Can you rely on your data? And where could the budget you already have go further?
That is where we start. Ad Performance Partners combines marketing strategy, platform expertise, data literacy and hands-on execution.
From strategic planning through campaigns and tracking to ongoing optimisation: we support companies wherever digital advertising has real work to do.
Performance Marketing
We build, run and optimise performance campaigns across different business models and objectives — from lead generation and customer acquisition through to revenue and growth. We do not look at campaigns in isolation, but at how audience, offer, customer journey, media, creative, tracking and conversion work together.
Performance marketing does not work without a reliable foundation. If conversions are measured incorrectly, if data is missing, or if separate systems do not line up properly, even the best campaign cannot be judged fairly. We review existing set-ups, find the weak points and build the basis for measurement you can trust.
Measurement is where our work starts, not where it ends. We build dashboards around the figures that genuinely inform your decisions, bringing campaign, channel and business data together in one place. That makes the connections between channels visible — the ones any single platform's own reporting is structurally unable to show.
Sometimes you do not need a new campaign. You need a clear look at the one you have.
You are already investing in digital marketing, but you are not certain your campaigns, accounts and budgets are set up well. We work out what is working, where the potential sits, and which activity may be tying up budget for little in return.
Sometimes the problem is not in the ad account but in the offer itself. It does not stand out clearly enough, the audience has been drawn too broadly, or the customer journey breaks down after the click. No budget and no algorithm can make up for an offer that does not hold up.
Business design is a human-centred, interdisciplinary method for shaping and improving existing products, offers and business models. In compact workshops we combine your customers’ perspective with the knowledge already inside your team — across departments, from sales through product to marketing. What comes out is not a strategy paper for the drawer, but results you can put straight into your offer, your website and your campaigns.
Worth doing when
an existing offer is not performing as intended
campaigns are running but the enquiries are not the right ones
it is unclear internally who you actually want to reach
The stage between a first need and a firm decision is shifting. Where someone once ran several searches and clicked through comparison sites and manufacturer pages, they now put the question to ChatGPT, Gemini or Claude — about products, about providers, about the differences — and get back a finished answer naming a handful of companies.
That moves the place where the shortlist is drawn up. Whether you are considered at all no longer depends on your position in a list of results, but on whether your company, your products and your content appear in the generated answer. If you are missing there, you have not lost the comparison — you were never part of it.
There are two levers. Generative Engine Optimisation (GEO) determines whether your content is drawn into those answers. Generative Engine Advertising (GEA) is the paid side of it: ad formats inside AI search and chat systems that are only now taking shape and differ from market to market. We tell you what is genuinely available today, which of your audiences are affected and what is worth preparing now — rather than chasing every trend.
The right channel is not automatically the newest one.
Google, Meta, Microsoft, LinkedIn, Pinterest, Reddit, Criteo, native advertising or ChatGPT Ads — every channel behaves differently. So we do not begin with “which platform should we add?” We begin with “where do we reach the right people, and what are we trying to achieve?”
Channel overview
Channel
Role
Focus
Makes sense when
Google Ads
Demand Capture
Search · Shopping · Performance Max · YouTube
demand already exists and people are actively searching
Meta Ads
Demand Generation
Facebook · Instagram
you want to reach audiences before they start searching
Microsoft Advertising
Demand Capture
Search
an existing search strategy is to be extended
LinkedIn Ads
B2B
Professional audiences · Company context
decision-makers in a professional setting are what count
Pinterest Ads
Discovery
Visual inspiration
discovery is part of the customer journey
Reddit Ads
Community
Interests · Topics · Communities
candid discussion shapes how your audience decides
Criteo
Commerce
Retargeting · Retail media
e-commerce is the centre of gravity
ChatGPT Ads
Mid funnel
Text · Image · Product ads
your audience compares products and providers in conversation with AI
The lower funnel is the harvest, not a growth engine.
The instinct is understandable: lower-funnel campaigns produce the best numbers. Someone already searching for your brand or your product converts cheaply, ROAS looks healthy, and every conversion can be attributed cleanly. So that is where the budget goes — as a shortcut to growth.
The problem is the ceiling. The number of people actively looking for what you offer is finite, and bidding more does not create more of them. Once that share is exhausted, one of two things happens: either the budget stays small and growth flattens, or it is increased and flows into ever looser queries and audiences. CPA then rises, usually faster than volume.
Growth happens further up. The upper funnel builds the demand the lower funnel later collects — visible in rising branded search volume, direct traffic and qualified enquiries. None of that makes the lower funnel dispensable: it is where that demand is picked up efficiently. It is simply the harvest, not the sowing.
Demand GenerationUpper funnel
Creates demand among people who are not searching yet. This is where the volume that arrives further down comes from.
Meta Ads
TikTok Ads
YouTube / CTV
Programmatic
Pinterest
ConsiderationMid funnel
Where comparison and shortlisting happen — increasingly in conversation with AI systems rather than in search.
Reddit Ads
ChatGPT Ads
GEO / GEA
LinkedIn Ads
Retargeting
Demand CaptureLower funnel
Collects what was created above. Efficient — but capped by the search volume available.
Google Search
Shopping
Performance Max
Microsoft Ads
The lower funnel can only harvest what has grown above it. More budget does not make that quantity bigger — it only makes it more expensive.
Whether the sums add up is decided by the creative.
In the automated campaign types there is barely any manual targeting left. The systems find the audience from whatever the assets get a response from — the creative is the targeting now. How many people you can reach at all therefore depends on how many different messages and formats you give the system to work with.
That is precisely where the bottleneck used to be. Producing variants, adapting them, localising them, checking them and getting them live was slow and expensive — a campaign ran on three concepts because thirty were not affordable. Most of that work can now be automated: from the brief through variant generation and format adaptation to quality control, delivery and the analysis that feeds the next round. What used to take weeks takes days.
What does not get automated is deciding what to say. Automation only lowers the cost of saying it thirty ways.
Experience that goes beyond knowing the platforms.
We combine years of experience in digital marketing with strategic thinking, data literacy and hands-on execution.
Elisabeth Seebacher
Performance Marketing Strategy & Business Design
Elisabeth is an independent performance marketing strategist and business designer with wide-ranging experience in international marketing project management — from large corporates to scale-ups. She pairs a thorough grounding in marketing with platform expertise and turns both into clear, effective strategy. Her standard: campaigns should not merely be administered, they should make a visible contribution to the business.
Philipp Gorgi
Performance Marketing Strategy & Data
Philipp is a performance marketing strategist with years of international experience on the agency, platform and client side. He does not start with channels; he starts with the audience and the business objective, and builds the mix from there. Deep platform knowledge and an analytical eye for data and tracking let him turn complicated numbers into clear decisions with lasting business impact.
Andrea Cecilia Hernandez Franco
Social Media & Creative
Andrea is a social media and creative specialist with global experience. She thinks about content from the audience first, not the format: what does someone need to see to stop scrolling — and what next, so that they come back. From the idea through production to the variants that carry a campaign across its run. For her, performance is not decided in the ad account: if the creative does not land with the audience, no budget makes up for it.
Different perspectives. One shared standard.
Ad Performance Partners brings together experienced specialists from different corners of digital marketing. Each of us contributes our own focus, background and point of view. For every project, that becomes the team the particular challenge actually calls for.
Would you like to know what your campaigns could be doing better?
Reviewing existing campaigns, testing a new channel or rebuilding your performance strategy? Tell us briefly where things stand. We will look at your situation and talk through what would make sense — and what would not.
