KLIV BLOG / PERFORMANCE
What makes your advertising actually work
Ideas and decision frameworks to connect ad spend with the business: acquisition, margin, profitability and scale.
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33 resultsWhat Performance Marketing Is and How It Works
What performance marketing is, how it's measured, and why it isn't the same as managing campaigns. Definitions, formulas, and the complete framework from CAC to profitability.
Keys to High Performance
What to really expect from a performance marketing strategy: realistic timelines, the 4 stage funnel, touchpoints, market context, and reference margins.
The Consumer Journey Across Your Campaigns: How to Map and Act on It
How to map the consumer journey onto your campaign structure: which goal, channel, creative, and metric fits each stage, with an actionable matrix.
Performance Marketing for E commerce: How to Scale Without Losing Profitability
How to apply performance marketing to an online store: funnel, key metrics, the CAC/LTV relationship, and mistakes that make ROAS climb while profitability doesn't.
Performance Marketing for Service Businesses: How to Generate Leads That Turn Into Customers
How to generate leads for a service business without falling into the low CPL trap: funnel, metrics, channels, and the role of sales follow up.
Performance Marketing for Digital Products: How to Scale Funnels, Webinars, and Launches
How to apply performance marketing to courses, info products, and SaaS: funnel types, metrics by stage, and when a funnel is validated to scale budget.
ROAS, MER and CAC: which metric to watch at each stage so you don't confuse performance with profitability
ROAS, MER and CAC explained with formulas and examples: why a high ROAS doesn't always mean a profitable business, and how to calculate your minimum viable ROAS.
Attribution in digital advertising: why Meta, Google and your Analytics will never match
Why Meta, Google and your Analytics report different numbers for the same sale: attribution models, the impact of digital privacy, and what to look at instead.
How to read your campaign report without being a marketing specialist
A guide to reading your monthly campaign report with no technical background: the 5 questions it should answer, what to look at first, and the warning signs.
How to lower your CAC without slowing down acquisition: 7 levers that work
7 levers to reduce customer acquisition cost without lowering sales volume, plus a diagnostic framework to find where the problem is.
Creative diversity as segmentation: how your ads talk to Meta's algorithm
How Meta's algorithm (Andromeda) uses your creative to find an audience: why creative diversity is replacing manual segmentation and how to structure it.
Brand vs. Performance Marketing: why creative differentiation is a CAC lever, not a luxury
Why "brand" and "performance" aren't competing forces: how creative differentiation lowers CAC by slowing ad fatigue, with a 4 asset framework that actually moves metrics.
Conversion optimized website: the complete checklist before scaling your ad spend
Complete checklist for a conversion optimized website: structure, speed, social proof, and what to prioritize whether you're ecommerce, services, or digital products.
Meta Ads vs Google Ads: how to decide where to invest your budget based on your business
Meta Ads vs Google Ads explained with a decision framework based on business type, ticket size, buying cycle, and search demand. Includes the role of TikTok Ads.
How much to invest in digital advertising: how to calculate your budget based on margin and sales goals
How to calculate how much to invest in Meta Ads or Google Ads based on your margin and your sales goal, with a step by step formula and a numerical example.
Horizontal vs. vertical scaling: how to grow a campaign that's already working
Your campaign already works, now what? Horizontal vs. vertical scaling: when to raise budget and when to duplicate into new audiences, with a decision framework.
Seasonality in campaigns: how to plan budget and creative around the commercial calendar
How to interpret and plan campaigns around seasonality: the difference between demand seasonality and cost seasonality, the commercial calendar, and how to read your metrics on key dates.
Advertising campaigns in an economic crisis: what to do and what not to do
What to do with your campaigns during economic crises or high inflation: a 4 decision framework, instead of pausing everything or keeping everything the same.
Cheap leads vs. profitable leads: how to improve quality without spiking your CPL
Why a low CPL can end up costing you more at the close: a cost/quality lead matrix and how to improve lead quality without spiking your cost per lead.
How to optimize your lead follow up to sell more
A practical guide to optimizing your lead follow up: a 4 layer framework, a cadence playbook, and the best tools (GoHighLevel, Kommo, HubSpot) to sell more.
When to hire a Performance Marketing agency (and what to ask before signing)
5 signs you need a performance marketing agency, how it differs from a generalist agency, and 10 key questions to ask before signing.
How to compare performance marketing agencies in Argentina: 8 criteria and a checklist
8 criteria and a comparison matrix for evaluating proposals from different performance marketing agencies in Argentina, without relying on who promises the highest number.
Why your brand only sells when there's a promo (and how to escape that trap)
If your brand only sells at a discount, it's not a campaign problem, it's a symptom of margin, differentiation, and algorithm issues. The 3 real causes and 4 steps to escape.
How to scale your Meta Ads spend without tanking your ROAS
Why ROAS drops when you raise your Meta Ads budget and how to avoid it: CBO vs. ABO, learning phase reset, frequency, and practical rules for increasing spend.
How to Get ChatGPT to Recommend Your Business: A GEO Guide for Brands
A practical GEO (Generative Engine Optimization) guide: the 5 pillars for getting ChatGPT, Gemini, or any other AI to know about and recommend your business.
The Law of Diminishing Returns in Advertising: Why ROAS Drops When You Scale (and When It's Still Worth It)
Why it's mathematically normal for ROAS to drop as you scale budget, what marginal ROAS is, and how to know when scaling with a lower ROAS still leaves you with more profit.
Performance Marketing Glossary: Every Term and Acronym Explained
A plain English performance marketing dictionary: what every acronym means (CAC, ROAS, MER, CTR, and more) with formula and example, no jargon.
Why Retaining a Customer Pays Off More Than Finding a New One (and How to Do It)
Why retaining a current customer usually costs less than acquiring a new one, plus 5 concrete actions for building loyalty without relying only on advertising.
Brands with Soul: A Checklist to Keep Your Brand from Becoming Generic in the Face of AI
An actionable 5 front checklist for building your brand's soul, culture, and creative identity, so it doesn't become just another piece of generic AI generated content.
When Is It Worth Advertising on TikTok Ads?
TikTok Ads doesn't work for every business: what product, audience, and creative capacity conditions make this channel worth it, and when it's better to wait.
When Is It Worth Advertising on LinkedIn Ads?
LinkedIn Ads tends to have the highest cost per lead among the major platforms: what business conditions justify it, and when it's better to prioritize another channel.
Why Performance Marketing Isn't Right for Every Brand (and How to Know If Yours Is)
Performance marketing doesn't work the same way for every business: what industry, budget, product, margin, and organizational conditions make it profitable.
Keys to Good Organic Content (and How It Differs from Paid Content)
What sets organic content apart from paid content, why they don't compete with each other, and the keys to producing organic content that actually works.