Do you work with both B2B and DTC/eCommerce businesses?

Yes. Inso Digital provides performance marketing for both B2B companies and B2C/DTC brands.For DTC and eCommerce, we focus on profitable new-customer acquisition, conversion rate, average order value and customer lifetime value.For B2B, we focus on qualified leads, opportunities, pipeline and customer acquisition cost, rather than generating large volumes of low-quality leads.

Is Google Ads or Meta Ads better for my business?

It depends on how your customers buy.Google Ads is particularly powerful when people are already searching for your product, service or solution. Meta Ads is strong for creating demand, reaching new audiences and using creative to generate interest before someone actively searches.For many businesses, the strongest strategy combines both: Meta creates demand and Google captures it.

Can you improve our landing pages and conversion rate?

Yes. Driving more traffic does not help if the website fails to convert it.We analyse message match, offers, page structure, calls to action, trust signals, forms, checkout friction and customer objections to identify where potential customers are dropping out.Improving conversion rate can increase customers and revenue without requiring the same increase in advertising spend.

What if our ads are getting clicks but not sales?

More clicks are not always the answer.If advertising generates traffic without enough customers, the problem may be the offer, audience quality, creative message, landing page, pricing, trust, checkout, qualification or sales process.We diagnose the entire acquisition journey before deciding what needs changing.Performance problems are not automatically media-buying problems.

How long does performance marketing take to work?

The timeframe depends on the business model and buying cycle.An eCommerce brand generating daily purchases can often produce useful data much faster than a high-ticket B2B company with a multi-month sales cycle.We first aim to collect enough reliable data to determine what is working, why it is working and whether the economics justify scaling.

The Results

FOUNDER CASE STUDY · Selina Finance

Doubled Decisions in Principle in 90 Days
Building a scalable performance marketing engine for an FCA-regulated UK lender

increasing Sales Qualified Leads by 20% month-on-month while maintaining profitable 130-200% ROI per month

2× DIPs

Decisions in Principle doubled within 90 days
Improved the acquisition funnel through continuous campaign optimisation, conversion tracking and down-funnel performance analysis.

+20% MoM SQLs

Sales Qualified Leads grew 20% month-on-month

Scaled qualified lead generation while maintaining profitable ROAS and ROI in a highly competitive UK lending market.

£90K / Month

Paid media budget managed across the acquisition funnel

Managed and optimised significant monthly investment across PPC and paid social, with spend tied to downstream lead quality and commercial outcomes.

15+ Campaigns

Connected media performance to CRM outcomes

Built end-to-end attribution across 15+ campaigns using GA4, custom GTM data layers, CRM tracking, Value-Based Bidding and Performance Max.

What I Led

From paid media infrastructure to qualified pipeline growth.

One acquisition system.
Full-funnel measurement.
Continuous optimisation.

Build the Acquisition Engine

Built Paid Media From the Ground Up

Created Selina Finance’s paid acquisition infrastructure across PPC and paid social, establishing the foundations needed to scale efficiently in a highly competitive lending market.

Scale Qualified Demand

Optimise for Quality, Not Just Leads

Shifted optimisation toward Sales Qualified Leads and downstream outcomes, helping drive 20% MoM SQL growth and 2× Decisions in Principle within 90 days.

Fix the Measurement Layer

Connect Media to Down-Funnel Outcomes

Built end-to-end CRM and conversion attribution across 15+ campaigns, using GA4 and custom GTM data layers to understand what happened after the initial lead.

Make the Algorithm Smarter

Value-Based Bidding & Campaign Architecture

Implemented Value-Based Bidding and Performance Max structures to give ad platforms stronger conversion signals and optimise toward higher-value outcomes

Test. Learn. Compound.

Continuous Full-Funnel Experimentation

Used ongoing A/B testing and paid-search insights to reduce CPA, improve campaign performance and strengthen alignment between paid acquisition, SEO and Answer Engine Optimisation.

Acquisition Was Only the First Step

The goal wasn’t more leads. It was more qualified customers moving through the lending funnel.

Acquire

Built and scaled paid acquisition across PPC and paid social , organic social in a highly competitive FCA-regulated lending market.

Qualify

Optimise Beyond the Lead

Moved campaign optimisation beyond top-of-funnel conversions toward Sales Qualified Leads, increasing SQLs by 20% month-on-month.

Convert

Move Prospects Down-Funnel

Used campaign and funnel insights to improve progression toward higher-intent outcomes, helping double Decisions in Principle within 90 days.

Measure & Scale

Connect Spend to Real Outcomes

Built end-to-end CRM and down-funnel attribution across 15+ campaigns,

This Is What Scaling Qualified Demand Looks Like

Real campaign infrastructure connecting media spend to qualified leads and downstream lending outcomes.

+20% MoM SQL growth. 2× DIPs in 90 days.
Built to scale qualified demand not just lead volume.

Paid Search:
Google Ads

Paid Search
Google ads

Acquire → Qualify → DIP → Measure → Optimise → Scale

Non-Brand Search

Captured high-intent borrowers searching around home finance and lending needs, then continuously refined keywords, search terms, negatives and bidding to improve lead quality not just lead volume.

Brand Search
Protected high-intent branded demand with tighter query control, dedicated budget management and conversion tracking designed to capture users already showing strong consideration.

Performance Max
Built and optimised PMax campaign architecture to extend acquisition beyond traditional Search while feeding stronger conversion signals back into Google’s bidding system.

Value-Based Bidding
Moved optimisation further down the funnel by using higher-value conversion signals, helping Google prioritise leads more likely to progress into qualified lending outcomes rather than treating every conversion equally.

Conversion Tracking & CRM Attribution
Built end-to-end attribution across 15+ paid media campaigns, connecting GA4, custom GTM data layers and CRM outcomes to understand what happened after the initial lead.

Full-Funnel Testing
Used continuous A/B testing across the acquisition journey to reduce CPA, improve downstream performance and feed paid-search learnings back into SEO and Answer Engine Optimisation.

FROM FIRST IMPRESSION
TO DECISION IN PRINCIPLE

One Creative System, Every Stage of Growth

Paid Social:
Meta & Youtube

Discover → Engage → Retarget → Qualify → Convert → Measure

Prospecting
Built paid-social acquisition around borrower needs and high-intent audiences, using clear problem–solution messaging to generate qualified lending demand.

Retargeting
Re-engaged site visitors and non-converting prospects with stage-specific messaging designed to move users further through the application journey.

Creative Testing
Continuously tested hooks, propositions, formats and calls-to-action, using funnel performance to identify the messages most effective at generating higher-quality leads.

Optimise for Lead Quality
Measured paid-social performance beyond surface-level CPL, using SQL progression and Decisions in Principle to understand which acquisition activity was creating stronger downstream outcomes.

CRM & Down-Funnel Attribution
Connected paid media with CRM outcomes across 15+ campaigns, using GA4 and custom GTM data layers to understand what happened after the initial conversion.

Budget Allocation
Used downstream performance signals to prioritise spend toward campaigns producing stronger qualified outcomes while maintaining profitable ROAS and ROI.

Clarify. Build Trust. Convert.

Built borrower-focused messaging around real financial needs and clear product propositions, then used continuous full-funnel testing to improve the journey from initial interest to qualified application.

Clear Value Proposition · Paid & Organic Social · Search

Pain Point → Clarity → Trust → Action

What Changed in 6 months
More qualified leads → more high-intent outcomes → better measurement

Qualified Demand Grew

Acquisition Became More Efficient

+20% MoM growth in Sales Qualified Leads

More Leads Reached a DIP

2× Decisions in Principle within 90 days

Measurement Moved Down-Funnel

15+ campaigns connected to CRM and conversion outcomes

Frequently asked questions

What is InSo Digital Performance Marketing Agency

What is Google Ads

What is Meta Ads

What is TikTok Ads

What is LinkedIn Marketing

What is DTC & eCommerce Growth

What is B2B Lead Generation

What is Creative Strategy & CRO

Working With Inso Digital

Industries We Work With

How we do Analytics & Measurement

Mentorship & Growth Programs

A performance marketing agency helps businesses acquire customers and generate measurable revenue through paid advertising, creative strategy, conversion optimisation and data.Inso Digital builds customer acquisition systems across Meta Ads, Google Ads, TikTok Ads, LinkedIn Ads and other paid channels, with performance measured against outcomes such as profitable customers, qualified leads, pipeline and revenue , not just clicks or impressions.

Inso Digital does more than manage advertising accounts.We connect customer research, offers, creative strategy, paid media, landing pages, conversion tracking, CRM data and customer economics into one performance marketing system.Instead of simply trying to lower CPC or CPL, we identify what is actually limiting growth and optimise toward profitable customer acquisition, qualified pipeline and sustainable revenue growth.

We build and manage campaigns across platforms including Meta Ads, Google Ads, TikTok Ads, LinkedIn Ads and Microsoft Advertising.Each channel has a different role. Google can capture existing demand, while Meta and TikTok can create and convert demand. LinkedIn can reach specific B2B decision-makers.We select platforms based on where your customers discover, research and buy, rather than forcing every client into the same media plan.

We optimise beyond the form submission.For B2B lead generation, we connect advertising performance with lead qualification, CRM data, opportunities, sales outcomes and customer value wherever possible.That allows us to identify which campaigns actually produce commercially valuable prospects instead of teaching advertising algorithms to generate the cheapest possible leads.The goal is qualified pipeline , not inflated lead volume.

We combine paid media, creative testing, offers, landing-page optimisation and customer economics.Campaigns are evaluated against metrics such as new-customer acquisition cost, conversion rate, contribution margin, average order value and repeat purchase behaviour.This means we don't scale advertising simply because platform ROAS looks good. We scale when the underlying customer economics support profitable growth.

Yes. Creative strategy is a core part of performance marketing at Inso Digital.We research customer problems, desires, objections, awareness levels and buying motivations before developing creative concepts for platforms such as Meta and TikTok.Rather than producing dozens of nearly identical ads, we test materially different angles, offers, mechanisms, proof, hooks and formats to learn what actually makes customers buy.That aligns directly with your creative-testing framework.

We measure performance against business outcomes rather than relying only on advertising-platform metrics.Depending on the business, this can include customer acquisition cost (CAC), qualified cost per lead, conversion rate, pipeline, revenue, ROAS, contribution margin, payback period and customer lifetime value (LTV).Platform attribution helps optimise campaigns. CRM, ecommerce and financial data help determine whether marketing is actually creating valuable growth.

There is no universal advertising budget.The right paid-media budget depends on factors including customer value, margins, target CAC, cost per click, conversion rate, sales cycle and available demand.We normally work backwards from business economics to establish an acceptable acquisition cost and then invest enough to generate meaningful conversion data.Our approach is test → learn → prove → scale, rather than scaling spend based on assumptions.

Inso Digital's performance marketing approach is designed to work across multiple industries because the strategy begins with the customer, economics, offer and buying journey, rather than an industry template.Strategies can therefore be adapted for sectors including eCommerce, SaaS, financial services, hospitality, travel, property, healthcare, education, beauty, professional services, home services and other B2B and B2C businesses.

The Results

FOUNDER CASE STUDY · Selina Finance

Doubled Decisions in Principle in 90 Days
Building a scalable performance marketing engine for an FCA-regulated UK lender

increasing Sales Qualified Leads by 20% month-on-month while maintaining profitable 130-200% ROI per month

Sales Qualified Leads grew 20% month-on-month

Paid media budget managed across the acquisition funnel

Connected media performance to CRM outcomes