Performance Marketing
Agency in Pune
Infiscroll runs Google, Meta and LinkedIn campaigns against a measured outcome. The management fee is separate from your ad budget, which you pay to the platforms directly; the engagement is month to month on 30 days’ notice; and this page states what has to be true before paid traffic is worth buying at all.
The basics
What is performance marketing?
Performance marketing is paid advertising bought against a measured outcome, an enquiry, a lead or a sale: rather than against impressions or clicks. The campaigns run on the same platforms as any other advertising; what differs is that the budget is judged by what arrived at the other end.
Three numbers carry that judgement, and four of the five pages ranking for this search use them without defining any of them.
- Cost per lead (CPL) is the ad spend divided by the enquiries it produced. It is the most quoted number in this trade and the easiest to flatter, because a cheap lead from the wrong audience is still a cheap lead.
- Cost per acquisition (CPA) is the spend divided by the customers it produced. It is the honest version of CPL, and it only exists once what happens after the enquiry is tracked.
- Return on ad spend (ROAS) is revenue divided by spend, expressed as a multiple. It answers whether a campaign paid for itself and says nothing about whether it paid for the business, because it is calculated before the cost of delivering the order.
None of those three means anything until the thing being measured is set up correctly, which is the question every page on this search skips.
Straight answer
What has to be true before ads are worth running?
Three things have to be in place before paid traffic is worth buying: a page that converts, tracking that fires, and a margin that survives paying for a customer. Not one of the five pages ranking for this search raises the question: each assumes the answer is yes, always, and now.
A page that converts. Paid traffic lands somewhere, and the landing page decides what fraction of it does anything. Doubling the rate at which a page turns visits into enquiries halves the cost of every lead bought afterwards, which is a larger effect than most campaign optimisation produces. Two of the five ranking pages mention landing pages or conversion work at all.
Tracking that fires. A conversion has to be recorded correctly before a platform can bid toward it, and broken or duplicated tracking is common enough that it is the first thing to check rather than the last. Until an enquiry registers as an enquiry, the campaign is optimising toward clicks and the reporting is describing something else.
A margin that survives. If a customer is worth ₹3,000 in gross margin, a ₹4,000 acquisition cost is not a campaign to optimise. It is a business decision to make before the money is spent.
Where those three are not in place, advertising spends money proving it. The honest recommendation in that case is to fix the landing page or the tracking first, or to put the budget into local search visibility, which keeps working after it is paid for.
Channels
Which channels does Infiscroll run?
The channel follows where the buyer already is, not which platform costs least per click. Search captures a demand that already exists; social creates one that does not; the two are bought and judged differently even when the budget is the same.
Google Ads
Search, Shopping and Performance Max, for buyers already looking.
Meta Ads
Facebook and Instagram, for demand that has to be created first.
LinkedIn Ads
Role and company targeting, where the buyer is a job title.
YouTube
Video that builds recall ahead of the search that follows it.
Whichever channel runs, the same seven pieces of work sit behind it: account setup, conversion tracking, audience research, ad creative, landing-page conversion work, bid optimisation and reporting.
Cost
What does performance marketing cost?
Infiscroll charges a management fee scoped to the campaigns after a short discovery call, and it is separate from your ad budget, which you pay to Google or Meta directly rather than through us. None of the five pages ranking for this search publishes a fee of any kind, so the first useful thing to establish with any agency is which of the two numbers a quotation is describing.
The separation matters more than it looks. A fee charged as a percentage of ad spend rewards the agency for spending more of your money, and a fee scoped to the work does not. Paying the platforms directly also means the card on the account is yours, the invoices are yours, and the spend is visible to you without asking anyone for a figure.
On a starting budget, one ranking agency publishes a floor of ₹20,000 to ₹50,000 a month in ad spend, which is a reasonable order of magnitude and not a rule. What actually sets the floor is the cost of a click in your category and the number of conversions a platform needs before its bidding learns anything: a category at ₹15 a click and one at ₹150 a click do not have the same minimum, and a budget too small to produce conversions buys data rather than customers.
The services that carry a published monthly figure (SEO, local SEO, answer-engine work and a full marketing programme) are on the pricing page, where every figure excludes GST. Ad spend is named there as a third-party cost, alongside domains and hosting, because it is money paid to somebody else.
Ownership
What do you keep if you leave?
Ask any agency to open the Google Ads and Meta accounts under your own billing and add themselves as a user, rather than the reverse. The phrase ad account appears nowhere on any of the five pages ranking for this search, which makes it the least discussed and most expensive thing in the arrangement.
What makes it expensive is not the campaigns. A campaign can be rebuilt in an afternoon. What cannot be rebuilt is the conversion history the platform’s bidding has learned from, the audiences assembled over months of traffic, and the quality signals attached to an account that has been running for a year. An account in the agency’s name means all three stay with the agency, and a new agency starts the learning again from zero: paid for, again, by you.
The same applies to the measurement layer around it: the analytics property, the tag manager container and the conversion tags belong to the business rather than to whoever configured them. That is the position already published for the accounts on our SEO engagements, where the analytics and Search Console properties stay in the client’s name, and the reasoning behind it is the handover position set out on our services page.
Two questions settle it with anyone, including us: whose billing is on the account, and who holds the administrator role. Get both answered before the first campaign runs rather than at the end of one.
Reporting
What gets reported, and how often?
A monthly report stating spend, leads, cost per lead and what was changed that month, and which of those moved because of the work rather than because of the season. Four of the five ranking pages name reporting as a service and none of them says what is in it or how often it arrives.
The distinction worth insisting on is between activity and decision. A report listing what was done is a timesheet; a report naming what changed, what it cost and what happens next month is a result. Seasonality belongs in it too, because a lead cost that improves in a quiet month has not necessarily improved.
Between reports there is nothing to wait for. Because the accounts are in your name, the numbers are readable at any time without a request, which is the practical payoff of the ownership question above rather than a separate promise.
Commitment
What are you committing to?
A month at a time: campaigns are billed monthly in advance and either side may end the engagement on 30 days’ written notice. One of the five ranking pages publishes something similar, so this is table stakes stated precisely rather than a differentiator.
What leaving costs is the part connected to everything above. With the accounts in your name, ending an engagement costs a notice period; with the accounts in an agency’s name, it costs the history as well, and that bill arrives later and is larger.
One honest qualification on timing. Paid campaigns need enough conversions before their bidding has anything to learn from, so a single month is not a fair test of a channel even though a single month is all that is being committed. The terms are month to month; the judgement should not be.
Straight answer
What can nobody promise?
No agency can guarantee a cost per lead, a return on ad spend or a position, because auction prices, competitors and platform policy sit outside everyone’s control. What is committed instead is the scope, the method, the reporting and the terms written into your quote. The same position published in our terms of service: we guarantee the work, not the market.
Pages on this search publish average return multiples and single-campaign revenue figures. Those describe one advertiser’s category, budget, margin and moment, and none of the four transfers to another business bidding in a different auction. A multiple is evidence about the advertiser it came from.
This page publishes no performance figures of its own, and the reason is worth stating rather than hiding: we have none we may publish. A number that cannot be evidenced is worth less than the sentence admitting it, and an agency willing to quote one at you before it has seen your account is telling you how it will report later.
Where it fits
Where does this sit next to SEO and digital marketing?
Paid campaigns buy attention now and stop when the budget stops; search earns attention slowly and keeps it. Most Pune businesses need both: in that order of urgency, and the reverse order of durability.
SEO works the searches that already carry your product, and pays back over months rather than weeks. Local SEO works the map and the “near me” results, which for a business serving one city is often the cheaper of the two. Answer-engine work covers being cited when the answer is generated rather than listed. Which of them to start with, and in what order, is the question digital marketing in Pune exists to answer.
FAQ
Performance marketing: questions answered
Seven questions come up on almost every enquiry: what a performance marketing agency does, what it charges, whether the fee is the ad budget, who owns the ad accounts, what a starting budget looks like, whether there is a lock-in, and whether a result can be guaranteed. The answers below are the ones we give on the call.
What does a performance marketing agency do?
It plans, runs and optimises paid campaigns on Google, Meta, LinkedIn and YouTube against a measured outcome, an enquiry, a lead or a sale. Rather than against impressions or clicks, and reports what the spend produced.
How much do performance marketing agencies charge?
Infiscroll charges a management fee scoped to the campaigns after a short discovery call. It is separate from your ad budget, which you pay to Google or Meta directly rather than through us. A fee charged as a percentage of ad spend rewards spending more; a scoped fee does not.
Is the agency fee my ad budget?
No. They are two different numbers. The fee pays for the work; the ad budget is money paid to the platforms and is billed at cost or paid by you directly, as stated in our terms. Establish which of the two any quotation is describing before comparing agencies.
Who owns the Google Ads and Meta accounts?
Ask any agency to open the accounts under your own billing and add themselves as a user, rather than the reverse. An account in the agency's name takes the conversion history, the audiences and the account's quality signals with it (none of which can be rebuilt, unlike the campaigns themselves.
What is the minimum ad spend to start?
There is no universal figure) one Pune agency publishes a floor of ₹20,000 to ₹50,000 a month. What sets the real minimum is the cost of a click in your category and the number of conversions a platform needs before its bidding learns anything. A budget too small to produce conversions buys data rather than customers.
Am I locked into a contract?
No. Campaigns are billed monthly in advance and either side may end the engagement on 30 days' written notice. One qualification on timing: a single month is not a fair test of a channel, because bidding needs enough conversions before it has anything to learn from.
Can you guarantee a cost per lead or a ROAS?
No, and no agency can. Auction prices, competitors and platform policy sit outside everyone's control. What is committed is the scope, the method, the reporting and the terms in your quote. Average multiples published by agencies describe one advertiser's category, budget and margin, and do not transfer to another auction.
What should a lead be worth to you?
Two things make a first message useful: what you sell, and what a customer is worth once they buy. With those, the reply is a plan and a fee rather than a rate card.
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