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Performance marketing: successfully using social media ads on LinkedIn, TikTok & Meta

Performance marketing with social media ads – why blunt budget-busting is not enough

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3 Min.

Social media ads are now an integral part of performance marketing – but just because you run ads doesn’t mean they will perform. Too often I see campaigns that run on the principle of “more budget equals more success“. But if you just put money into Meta, TikTok or LinkedIn without any strategy or testing, you’re often throwing it down the drain.

Performance marketing is more than just reach

Social media ads must achieve more than just visibility. It’s about reaching the right people at the right time with the right message. This requires a deep understanding of target groups, platforms and, of course, data.

A good performance marketing setup is based on:

  1. Clean tracking & analytics: If you can’t measure what works, you can’t optimize anything. Tools such as Google Analytics 4, Meta Pixel or server-side tracking are not optional add-ons – they are the basis for meaningful decisions.
  2. Creative ads that don’t look like advertising: Social media is a “scroll medium”. This means that classic ads are often ignored. Successful ads look more like organic content – authentic, snackable, tailored directly to the target group.
  3. Dynamic tests & adjustments: A good campaign never stands still. Ad formats, target groups, hooks – all of these need to be continuously tested and optimized. Anyone who places an ad once and then hopes that it will run for months has not understood the principle.
  4. Long-term goals instead of short-term profit maximization: performance marketing is not a sprint, but a marathon. Sure, quick wins are cool, but sustainable success comes from long-term optimization and data-driven learning.

Social media ads: it gets expensive without a concept

The platforms make it very easy for advertisers to spend money – but not necessarily easy to spend it efficiently. Simply hitting the boost button or creating a campaign based on gut feeling is usually a sure way to burn through budget.

Instead, every campaign should start with a clear strategy: Who is the target group? Where does it move? What problem are we solving? Which message works best? Without clarifying these questions, even the biggest budget will be ineffective.

Conclusion: Social media ads are not a sure-fire success – but a game changer with the right strategy

Used correctly, social media ads are a powerful tool to increase targeted growth and sales. However, they are also a complex playing field that requires experience, testing and a data-driven approach. If you just pump in budget and hope it works, you often end up paying for it.

Do you want performance marketing with a strategy instead of an expensive guessing game? Then let’s talk – we’ll help you make smart use of your budget. You are also welcome to attend our next event free of charge:

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

Digital sales tools and performance marketing with AI

Accelerating the sales of the future with AI and performance marketing

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2 Min.

The fact that the linking of sales work and AI tools is currently a hot topic was already evident from the lively participation in our first event and the feedback we received. This was more than just a good omen for a second event on the topic of “Accelerating digital sales with performance marketing and AI“, which was again held on October 9, 2024 in the co-working space “Oskar9” – and this time, too, with a high level of physical and mental participation. Achieving real progress in sales is always a highly relevant business topic, especially when the focus is on practice, as was the case here.

Successful kick-off event shows great interest

The combination of sales work and AI tools is currently a hotly debated topic, as the high level of participation and positive feedback at the first event showed. This response laid the foundation for a second event, which again focused on the topic of “Accelerating digital sales with performance marketing and AI”.

A real-life example was used to illustrate the sales activities of a manufacturer in the automotive industry with the use of performance marketing measures. The scope ranged from the acquisition of new customers via post and email to the design of search engine-optimized landing pages through to making appointments and sending out quotations.

Identify and use optimal sales channels

The decisive “competence” that performance marketing offers here is the identification of processes on the one hand and sales channels on the other, on which sales can develop optimally. Are we more likely to achieve our goal by using classic analog sales channels, or are social media channels, for example, particularly promising as a supplement or even as the main channel?

The subsequent discussion on the topic was equally focused on benefits and objectives. In particular, the additional AI tools that can be used today to enhance sales and increase turnover were discussed.

 

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
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