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Performance marketing is paid advertising where you pay for, and judge success by, measurable outcomes: sales, leads, revenue and return on ad spend (ROAS), rather than impressions alone. It covers paid search (PPC), Google Shopping and Performance Max, paid social, and the product data and tracking that power them.

What separates good performance marketing from wasted budget is the quality of the decisions made every day: which search terms to cut, which products to push, when a creative is tiring, where the next pound of budget earns the most. That's exactly where we combine experienced people with AI.

A PPC agency plans, builds and optimises pay-per-click campaigns — mainly on Google Ads and Microsoft Advertising — so that your ads show for the searches most likely to convert, at a cost that makes commercial sense. That includes keyword and audience strategy, campaign structure, ad copy, bidding, landing page recommendations, conversion tracking and reporting.

At Nu Growth Theory, a senior PPC specialist owns your account and every strategic decision. Their AI agents handle the repetitive analysis that most agencies only get to once a month: reviewing every search term, checking every product, watching budgets hourly and flagging anything unusual. The result is a specialist who spends their time on strategy, not spreadsheets.

Performance Max (PMax) is Google's AI-driven campaign type that serves ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one campaign. It can work extremely well for ecommerce, but only when it's fed a strong product feed, clear conversion goals and well-structured asset groups. Left alone, it often spends heavily on brand searches and a few bestsellers.

We structure Performance Max around margin, stock and customer value rather than one catch-all campaign. We split new versus returning customers where it matters, separate brand from non-brand, and use custom labels so budget follows profit, not just revenue. Our agents review placement and search-term insights daily so the specialist can act on cannibalisation or waste quickly.

Product feed optimisation means improving the product data you send to Google Merchant Center, Meta Commerce Manager, TikTok and Pinterest so your products appear for more relevant searches and convert better. In shopping campaigns the feed effectively replaces keywords, so feed quality has a direct effect on reach and cost.

We work with feed management platforms including Products Up, and build rules that rewrite titles (brand, product type, material, fit, colour, size in the order shoppers search), fill missing attributes, add custom labels for margin and stock, and localise feeds for international markets. A feed agent checks Merchant Center every night and fixes or flags disapprovals before they cost you sales.

Paid social is advertising on social platforms such as Facebook, Instagram, TikTok and Pinterest to reach people based on interests, behaviour and lookalike audiences — before they ever search for you. It's the main way to create new demand and find new customers, while search captures demand that already exists.

Our paid social specialists run prospecting and retargeting with a structured creative-testing programme: one variable at a time (hook, format, offer, claim), with results feeding back into the next brief. AI agents tag every ad by its creative elements and track fatigue, so we refresh winners before performance drops rather than after.

Generative engine optimisation (GEO) is the practice of making your brand easy for AI assistants such as ChatGPT, Google AI Overviews, Gemini and Perplexity to find, understand and cite. It builds on SEO: clear, well-structured pages that answer real questions, strong technical foundations, structured data and a consistent presence across the sources those tools trust.

We support paid media with search visibility work: technical SEO fixes, ecommerce category and product page optimisation, structured data, and content that answers the questions your customers actually ask. Paid and organic data are reviewed together, so search terms that convert in Google Ads inform the content plan and vice versa.

AI agents improve paid media by doing the constant monitoring and analysis that humans don't have time for — reviewing every search term, product and ad every day — and handing the specialist a short list of decisions. The specialist approves, adjusts or rejects each one, so you get the speed of automation with the judgement of experience.

This isn't the same as handing your budget to the platforms' own automation. Google and Meta's AI optimises towards the goals you give it; our agents check whether those goals, inputs and results still make sense for your business, and alert a human when they don't.

Ecommerce PPC is optimised for revenue, ROAS and new-customer acquisition, with Shopping, Performance Max and the product feed at the centre. B2B lead generation is optimised for qualified pipeline rather than raw form fills, using search, LinkedIn-style targeting on Microsoft Ads, and CRM data fed back into bidding.

We run both. For ecommerce brands we focus on margin-aware structures and feeds; for B2B and services businesses we connect your CRM (HubSpot, Salesforce and others) so campaigns are judged on leads that sales actually wants — and an agent makes sure each new lead is followed up within minutes.

International PPC means running paid campaigns in several countries and languages while keeping control of budget, currency, shipping and margin in each. With offices in the UK and Germany, we regularly launch and manage campaigns across the UK, Ireland, DACH, the Benelux, France, Spain, Italy and the Nordics.

We localise feeds and ad copy properly rather than translating word for word, launch in waves so each market's learnings improve the next, and move budget between markets based on profitability after shipping and returns.

Choose a PPC agency on who will actually run your account, how they make decisions, and how transparently they report — not on the size of the pitch deck. Ask who your day-to-day specialist will be and how many accounts they manage, whether you own the ad accounts and data, and how they'll measure success beyond platform-reported ROAS.