Brand and performance, married.
Retail and service brands with category-level competition. Most agencies pick one — brand or performance. We run both on the same scoreboard, with the same operators.
What we hear, constantly
Two teams. Two scoreboards. One brand.
Performance is fighting CPMs. Brand is fighting for budget. They share a logo and nothing else — different agencies, different KPIs, different definitions of a win. The board has to choose every quarter which side gets cut.
- Performance team and brand team don't share a single number.
- Brand search is flat — paid does all the heavy lifting, paid bill keeps rising.
- Promo cycles cannibalise repeat rate. Discounts trained the audience.
- Channel mix is locked to Meta + Google. Nothing else has been seriously tested.
- Local / regional buys aren't measured properly — they're vibes.
Our take
Brand earns tomorrow. Performance buys today.
We run both on a shared scoreboard. Brand search, repeat rate, share of voice — these are tomorrow's numbers, and they get budget. CPA and ROAS — these are today's numbers, and they get budget too. The same team owns both.
Channel diversification is the other quiet leak. Most B2C brands are over-indexed on Meta + Google by 30–40% relative to where their audience actually spends time. We find the underpriced 5–10% and prove them out.
The playbook
The B2C playbook
Five solutions sequenced for retail and service brands. Performance is loud; brand makes it durable.
Paid Marketing (full-funnel)
Brand layer + performance layer, shared scoreboard. Same buyer journey, two budgets, one team.
See solution → 02 · Brand layerBrand-led content campaigns
Hero stories, partnerships, owned editorial. The pieces that earn brand search, not the ones that fill a calendar.
See solution → 03 · DiversificationChannel testing program
Underpriced channels — newsletter sponsorships, OOH, audio, regional buys. Test and prove with budget caps.
See solution → 04 · Margin leverRepeat-rate optimisation
Promo discipline, lifecycle CRM, post-purchase journeys. Repeat rate is the lever the CFO will care about.
See solution → 05 · Long-termAI-Led SEO (local + brand)
Brand-search ramps. Local SEO for multi-location brands. Defensive moat against competitor PPC.
See solution → 06 · OptionalAI Solutions for Marketing
Loyalty micro-apps, regional buy reporting dashboards, promo-cycle simulators.
See solution →Receipts in this category
Three B2C engagements, numbers attached.
How we 3× pipeline for a Series B dev-tools company
Programmatic SEO + outbound automation. From 40 demos/mo to 138.
Cutting CAC by 41% before scaling spend
Creative engine + LP rebuild. We fixed the maths first.
The scoreboard
The numbers we commit to.
For B2C, the scoreboard has a brand line and a performance line. They both have to move, or the strategy isn't working.
Want a B2C-specific audit?
30 minutes. We'll look at your channel mix, your brand-search trend, and your repeat-rate maths. We'll name the three biggest opportunities. Yours to keep.