Best performance marketing agency
We optimise to the number your accountant sees, not the one the platform reports.
Usually a reply the same working day.
We will come back to you from a real address, not a sequence. If anything you sent needs a number from the account, we will ask for that first.
A few brands we have worked on
Who you actually work with
That gap is where paid acquisition quietly goes wrong. Strategy drifts, nobody notices for a quarter, and the spend keeps going out of the door.
The part we enjoy is the diagnosis. Most accounts are not broken where the owner thinks they are.
We run this performance marketing agency on a small number of accounts at a time, so the strategy and the spend decisions stay with the senior you met. The team builds and ships against that.
By the Numbers
Case studies
Four engagements, four different problems, and what each one produced. This is what a performance marketing agency should be judged on, not the size of the team behind it.
+38.89%
More revenue, on the same ad spend.
The budget did not move. What the budget was buying did.
An established apparel brand with a mature catalogue, selling direct and through marketplaces.
₹10L
In wasted ad spend, found in a single audit.
The campaigns were running. The reports were arriving. The waste was still there.
An account running Google and Meta side by side, managed but never independently reviewed.
₹1.1L
Taken out of the monthly run rate.
Small inefficiencies get expensive when they repeat every month.
A consumer brand where spend had quietly accumulated across campaigns over several years.
+380%
More meetings booked.
Not the cheapest leads. The ones the business could actually convert.
A B2B software business selling to revenue teams, where a booked meeting is the real outcome.
Every number here has a story behind it. Ask us for it.
See the full work →What the best performance marketing agency works on
Four decisions decide whether the money works. Most performance marketing agencies start with the platforms. The platforms are only where these four decisions get executed.
Decide where the budget should go, not just how each platform spends its share.
Make sure the platforms are learning from outcomes the business actually values.
Conversion rate
+2.8 pts same traffic
Get more from the traffic you are already paying for.
Be found when buyers search, and cited when AI answers on their behalf.
Why work with us
The reasons that come up on almost every call, and what you give up in return by not hiring a larger performance marketing agency.
Strategy, account structure and spend decisions stay senior on every account. Execution runs through the team, to that direction. Nobody is being trained at your expense.
If something stops working you will hear it from us before you find it in a dashboard. The report leads with what went wrong, because that is the part that needs a decision.
The question is what a customer can cost and still leave a margin, not what the platform is willing to report. Campaigns are built backwards from that number.
Most of the money lost on a new marketer is spent discovering they were wrong. Accounts are structured so the first honest read arrives in weeks rather than quarters.
Capacity is the constraint and it is chosen. Taking fewer accounts is the only way the senior attention you are paying for actually reaches your account.
Accounts, pixels, data and creative sit in your name from the first day. If this ends you leave with the entire history, which is the part that makes the next thing work.
Client reviews
Shitanshu is a highly skilled performance marketer. During our time together at Outplay he consistently delivered impressive results, thanks to his deep understanding of data analysis, ad creative and audience targeting. I was particularly impressed with his ability to deliver on lead requirements from paid campaigns while keeping costs low.
B2B software · paid acquisition
Working with Shitanshu led to a clear increase in our website traffic and a noticeable drop in ad costs. His team was highly professional, met every deadline, and maintained excellent communication throughout. Their timely support and responsiveness truly stood out.
Exam prep · paid media and SEO
Shitanshu and his team has helped revive our yoga school, we went from zero visibility to getting student bookings within the first month. They transformed our website, ran effective ads, and got us ranking on Google for top keywords. Truly a game-changer for us.
Yoga school · website, ads and search
Working with Shitanshu and his team was a complete game-changer for our business. Before partnering with him, we were struggling to hit our targets despite investing in ads. But within just two months, not only did we surpass our lead generation goals, we also saw a significant jump in revenue. He doesn’t just run ads, he builds performance systems that actually move the needle.
Services business · lead generation
I have had the distinct pleasure of collaborating with Shitanshu on the digital marketing initiatives for Hangookd. His well-crafted campaigns and innovative approach have significantly boosted our sales and visibility online. His keen analytical skills and adaptability in strategy execution have profoundly impacted our business growth.
Apparel brand · sales and visibility
[Shitanshu’s team] helped launch my fashion brand, Brazen Born, and we started getting orders much sooner than expected. Their strategy, audience targeting, and messaging were spot on. I’d recommend them to anyone starting a new brand.
Fashion D2C · brand launch
How we think
All five have been described to us on a first call, almost word for word. The symptom is common. The diagnosis usually is not. Most performance marketing agencies treat the symptom, because the symptom is what the brief describes, which is why so many of them end up being solved with more budget.
Two last-click models is not attribution, it is double counting.
Each platform reports every conversion it touched. Add the two together and they describe more revenue than the business actually made. That overlap is not a rounding error. It is the share of your budget whose contribution nobody has ever tested.
Average ROAS held. Marginal ROAS had already collapsed.
Your first lakh buys the cheapest impressions available. The fifth buys whatever is left. Blended ROAS keeps looking healthy because it averages the good spend with the bad, which is why the algorithm usually gets blamed instead.
ROAS is weighted by revenue. Your P&L is weighted by margin.
Discount-led products convert easily and report beautifully. After cost of goods, shipping, payment fees and returns, the campaign with the strongest ROAS can be the one you are paying to keep running.
You optimised towards a form, so the platform went and found form fillers.
A platform will get very good at whatever you send back to it. If the only event it sees is a form submission, it will learn to find people who submit forms. Nobody in the account knows which of those a salesperson could ever close.
Blended CAC is a mix, and the mix is flattering you.
Returning customers are cheap to reach and many were coming back anyway. Average them in and acquisition looks affordable. Separate them and you find what a genuinely new customer costs, which is the number that decides whether you can scale at all.
Who this is for
The most useful thing we can do before a call is tell you when not to book one. Here is where we are worth the money, and where we are not.
| Worth a conversationGood fit | Probably not yetNot a fit | |
|---|---|---|
| Monthly ad spend | ₹5L or more, already running | ₹25,000 for ads, SEO, social and content |
| The number you watch | Margin per order, or per qualified lead | Clicks, impressions or follower growth |
| Where you are | Scaling something that already works | Not run paid yet, and need leads this week |
| What you want | One person accountable for the number | Someone to execute a plan already decided |
| Data access | Ad accounts, and where the revenue lands | Revenue and CRM cannot leave the business |
| The budget | A committed line in the plan | Whatever is left after everything else |
None of this is a judgement on the business. Plenty of good companies sit in the second column for a year and move to the first. If that is you, come back when the spend is there, and in the meantime say so on the form and we will tell you what we would do with the budget you have.
Start a conversation
No brief, no budget, no deck. Describe what the account is doing and we will tell you what we would look at first.
On the call
We read these ourselves and reply from a real address. If anything in what you sent needs a number from the account, we will ask for that first.
FAQ
An agency. We are a performance marketing agency with a team of more than ten people across paid media, creative, measurement, landing pages and search. The reason the site is in one name is not that it is a one person operation. It is that the strategy, the account structure and the spend decisions on every account stay senior rather than being handed down, which is the opposite of how most agencies of this size are run. You get the capacity of a team with the attention of the person who actually understood your margins.
Three things, before touching a single campaign. First, rebuild the measurement so a conversion in the platform matches an order in your backend, because most accounts are optimising towards numbers that do not reconcile. Second, work out contribution margin by product or by lead type, so we know which conversions are worth paying for and which ones you would rather not have. Third, find the marginal return, which is what the last slice of spend is earning rather than what the account earns on average. Almost every agency reports the average. The marginal number is what decides whether you can scale.
Usually three reasons stacked on top of each other. Google and Meta both claim the same sale, so the two dashboards together report more revenue than the business actually took. Attribution windows are long enough to pick up people who would have bought anyway, especially on brand search and retargeting. And ROAS is measured on revenue, not on what is left after cost of goods, shipping, payment fees, discounts and returns. A 4x ROAS on a product with a 30 per cent gross margin is losing money. The same thing happens in lead generation, where cost per lead holds steady while cost per qualified lead and cost per closed deal quietly climb, because the cheap leads are the ones that never answer the phone. The fix in both cases is to agree one number with your finance side and judge every campaign against it.
In most accounts it is one of four things. The account has saturated its best audience and the new spend is reaching people who were never going to buy. Budget is sitting in campaigns that look efficient because they are harvesting demand you already created. Creative has stopped producing new winners, so frequency rises instead of reach. Or the landing page and offer cannot carry the volume of colder traffic that scaling brings. Diagnosing which one it is takes an afternoon in the account. Treating the wrong one costs a quarter.
The senior who sold you the work does the strategy, the account structure and the spend decisions, and those stay senior for as long as you are a client. Execution and build work run through the team, to that direction. What does not happen here is the pattern most performance marketing agencies run, where a senior wins the account and a junior inherits it a month later. That is the single most common reason paid acquisition quietly drifts.
Usually in the two places in-house teams are weakest, which is not execution. The first is measurement, because building attribution that finance will sign off on is a specialist job that nobody in-house has time to do properly. The second is the decision layer, which is choosing where the next rupee goes across Google, Meta and LinkedIn rather than optimising each one in isolation. If your team is capable and just needs direction and a second set of eyes, that is a smaller engagement, and we will tell you so rather than sell you a full retainer.
Edit access to the ad accounts, analytics and the backend or CRM where orders and leads land, plus your cost of goods or your cost per qualified lead. The first week is audit and measurement. Structural changes usually go live in week two. Anything that depends on learning, such as creative testing or bidding changes, needs a full buying cycle before it can be judged, which for most businesses is six to twelve weeks.
A flat monthly retainer based on scope, not a percentage of ad spend. A percentage fee pays the agency more for spending your money, which is the wrong incentive at exactly the point you want someone telling you to stop. Audits are fixed scope with a written output and no obligation to continue. Most engagements start there, because neither side can price ongoing work honestly before seeing the account.
Then we tell you, with the number that says so, and we stop. A performance marketing agency that cannot say an account is not working has no reason to exist. There are businesses where the honest answer is that paid is not the constraint, and the problem is margin, pricing, product or the offer. We would rather say that in month two than bill you for a year while the account treads water.
Everything stays with you. The ad accounts, the conversion tracking, the landing pages, the audiences, the reporting and the documentation all live in your own accounts and remain yours. Nothing has to be handed back, rebuilt or bought out. If the next agency is any good, they will be able to pick it up and see exactly what was done and why.
