Performance marketing buyer guide

Performance marketing agency proposal checklist for Pune businesses

Use this checklist to compare a performance marketing agency on commercial discipline—not screenshots, vanity metrics or unqualified lead volume.

Start with a measurable business outcome

State whether the goal is qualified enquiries, booked consultations, orders, repeat purchases, dealer applications or a pipeline target. Define geography, audience, capacity and the action that counts as a real conversion. A channel recommendation is only useful when it connects to a sales outcome.

Ask for a measurement design, not a dashboard promise

Document the events that matter: calls, forms, WhatsApp starts, bookings, purchases, qualified lead stages and revenue where available. Specify CRM routing, consent requirements, UTM naming, offline conversion feedback and who validates the data. This prevents spend being optimised only for the easiest click or form.

Compare the operating model

A proposal should distinguish media budget from strategy, creative, landing-page work, feed management, tracking, reporting and account management. Ask what will be tested, when tests are stopped, who approves budget shifts and how learning is recorded. Include the business’s own response time and sales follow-up in the plan.

Make creative and landing pages part of performance

Ad, offer and landing-page relevance should be treated as one journey. Google describes landing-page experience as a Quality Score component, so a campaign plan should explain how messaging, keyword intent and page content will be aligned. Avoid a campaign that sends every audience to an unfocused generic page.

Protect account ownership and lead quality

Keep advertising accounts, pixels, analytics, Tag Manager and audiences owned by the business. Establish a lead-quality feedback loop: duplicate, irrelevant, unreachable and non-serviceable enquiries need reasons the marketing and sales teams can use. Read our lead-quality SLA guide before finalising the process.

Questions for the shortlist

• Which commercial signal will guide optimisation after the first conversion?
• What assumptions sit behind the suggested budget and channel split?
• What creative, landing page and tracking work is included?
• How will our team give sales-quality feedback?
• What remains owned by our business if the engagement ends?

Related buyer resources

Explore performance marketing services, the Google Ads landing-page brief, and our digital marketing company in Pune overview for a joined-up search, paid media and website plan.

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