Performance marketing in 2025:
10 building blocks for measurable growth

Performance marketing is all about demonstrable results. You work from goal to KPI, you test, you measure, and you shift budget to what works. In 2025, an additional layer will be added: more automation in channels, stricter privacy rules, and higher visitor expectations. In this guide, I will take you step-by-step through the ten building blocks that we consistently see in practice.

1. Start with one main goal and clear KPIs

Without clear boundaries, no account will ever be calm. Choose one main goal per campaign: for example, leads, appointments, orders, or revenue. Link KPIs to it such as CPA, ROAS, or conversion rate. Work in short sprints, for example, a weekly optimization round, and make larger monthly decisions based on the overall picture. This creates rhythm, and rhythm leads to improvement.

2. Build your account per funnel stage

Organize campaigns logically: top of the funnel for reach and discovery, middle for consideration, bottom for conversion. Split where necessary: brand versus generic, prospecting versus retargeting, lead versus sale. This structure makes reporting clear and prevents one success from masking the rest. It keeps your bidding strategies pure and simplifies budget management.

3. Capture existing demand with Search and Performance Max

Search campaigns capture existing market demand. Combine them with Performance Max to find additional conversions on YouTube, Display, Discover, Gmail, and Maps. PMax is goal-oriented, uses AI for bidding, and supplements your reach beyond Search. Use strong assets, clear conversions, and exclude search terms you already serve well in regular Search, so channels don’t cannibalize each other.

If you set up your creatives and conversions well, you will benefit from the latest AI features that Google recently added to PMax, such as smarter headline and image generation. However, keep a human at the helm, because automation requires clear goals and boundaries.

Read more > https://roxtar.nl/google-ads-uitbesteden/ for Shorts reach.

4. Scale reach with social, focus on the right formats

Social is your engine for new audiences. Test hooks, short video, and variants per target group. In B2B, LinkedIn is often the fastest route to quality leads. Lead Gen Forms automatically fill in data with profile data, which reduces friction and increases conversion compared to standard Sponsored Content.

Ensure that your ad content and landing page content are aligned. Let the promise that attracted people reappear on the page. That sounds simple, but that’s precisely where performance often leaks away.

Read more > https://roxtar.nl/linkedin-adverteren-uitbesteden/

5. Creatives that win clicks

Strong creatives do more than stand out. They make your proposition immediately understandable, build trust, and encourage action. Test the hook in the first few seconds, the visual hierarchy, and the CTA text. Use learnings from Search for your copy, and insights from social for your landing pages. Keep variation limited per test, otherwise, you won’t know what made the difference.

6. Landing page and CRO: every click must work

You pay for clicks, the page has to close the deal. Make the first screen razor-sharp: clear headline, brief substantiation, proof, and one clear action. People only scroll further if what they see at the top is promising. This has been the case for years and does not change with screen sizes.

Show social proof, explain thresholds, remove clutter, and load quickly, especially on mobile. Test systematically. Small improvements accumulate into big gains.

Read more > https://roxtar.nl/conversie-optimalisatie/

7. Measuring without noise: consent, enhanced conversions, and offline data

Good data is the difference between steering and guessing. Set up consent properly, let tags respect user agreement, and supplement missed observations with Enhanced Conversions. This uses hashed first-party data to attribute conversions more reliably, which helps bidding strategies.

If you work with appointments or sales that later fall into a CRM, use enhanced conversions for leads or a modern offline import. This way, you don’t just focus on leads, but on deals with value.

Practical: define events, check your implementation with diagnostics, and assign a value to important conversions, even if they are leads.

8. Audiences and retargeting based on real signals

Build audiences with first-party signals: viewed category, product, value, lead status. Use exclusions to save budget, for example, current customers in acquisition campaigns. Adjust bids based on intent and value. Consider frequency caps in social to prevent irritation and shift budget to audiences that are becoming saturated.

9. Email and marketing automation increase your LTV

Not every click needs to convert immediately. With email and automation, you turn one conversion into multiple moments of value. Set up a welcome flow, lead nurture, and after-sales. Reuse channel insights in your segmentation, and connect email to your retargeting to save on more expensive impressions.

Read more > https://roxtar.nl/email-marketing/

10. Reporting, budget management, and experimenting

Define what “good” means per channel, create dashboards that use the same definitions, and schedule fixed times for budget decisions. Experiment purposefully: set hypothesis, measure, decide, document. Stop what doesn’t work, scale what does. Keep it simple, because simple scales.

Checklist to start today

• Write down goal and KPI per campaign.
• Account structure per funnel stage, prevent overlap.
• Deploy PMax and Search side-by-side with clear roles.
• Check landing pages for first screen, load time, and proof.
• Verify Consent Mode and Enhanced Conversions, link CRM events.
• One test at a time, log results and follow up.

Read more on roxtar.nl

Read more > https://roxtar.nl/performance-marketing/