Contribution margin, not ROAS
A 4x ROAS at 20 percent margin loses money. A 2x ROAS at 60 percent margin is profitable. We measure contribution margin, not just revenue ratios.
Performance Marketing
Profitable Paid Media for eCommerce Brands
Google Ads, Meta, YouTube and Shopping campaigns measured by ROAS and contribution margin, not click counts.
Definition
What is Performance Marketing?
Performance Marketing for eCommerce is paid acquisition (Google Ads, Meta Ads, YouTube, Shopping) optimized for measurable revenue outcomes rather than vanity metrics. At Yashvi Konnect, we structure performance marketing around contribution margin (true profit per acquired customer) rather than ROAS, attribution architecture rather than platform-reported metrics, and creative systems for sustainable scale rather than one-off campaign launches. The result is paid marketing budgets allocated based on what actually drives profitable revenue, not based on the platform algorithm telling you what looks good in dashboards.
Our methodology
See full methodology →
Five steps. Built for contribution margin.
Why us
What makes our approach different.
We do not optimize for the metric that looks good in dashboards. We optimize for actual profit per acquired customer.
Fixed fees, not percentage of spend
Percentage-of-spend creates incentive misalignment. Fixed fees mean we recommend cutting spend when it would be unprofitable, even though that reduces our scope.
Incrementality testing, not just attribution
Platform-reported numbers overstate impact. We use geo and holdout tests to measure true incrementality, then allocate budget based on real lift.
Integrated with SEO and CRO
Paid alone is expensive. We coordinate with SEO and CRO so blended CAC drops over time and paid-only metrics keep getting better.
Target KPIs
Metrics that actually matter.
Contribution margin
Net margin per order
Acquisition
New customer cost
Retention
Repeat purchase rate
Efficiency
MER and blended ROAS
Channels we work on
Four channels. Done well.
We do not promise everything. Amazon Ads, Connected TV and DSPs are not on this list. We focus on the channels where eCommerce founder-led brands actually generate measurable revenue.
Who this is for
Good fit if:
- Spending ad budget without clarity. Campaigns running but you cannot tell if they are profitable.
- Ready to scale spend. Profitable at current spend, want to scale without breaking unit economics.
- Multi-channel coordination needed. You run SEO, CRO and ads and want one team coordinating all three.
- Creative production capacity. You can produce or fund 4 to 8 new ad creatives per month.
- Minimum 1.5 lakh INR per month single channel, or 3 lakh INR per month multi-channel.
Honest boundary
Where this is NOT a fit:
- Spending less than 1.5 lakh INR per month on ads. The management cost is too high a percentage of spend. Self-management or smaller agencies suit you better.
- Unit economics do not support paid acquisition (high CAC, low LTV, low margin). No campaign optimization will fix the underlying business model.
- You require channel-by-channel ROAS reporting and reject contribution-margin frameworks. We are the wrong fit philosophically.
- You want a percentage-of-spend deal. We do not work that way.
FAQ
What buyers ask before engaging.
What is the minimum ad spend you work with?+
1.5 lakh INR per month minimum for single-channel and 3 lakh INR for multi-channel. Below those thresholds agency fees consume a disproportionate share of the budget.
Do you charge a percentage of ad spend?+
No. We charge fixed fees, not percentage-of-spend. Percentage-of-spend creates incentive misalignment: the agency profits from higher spend regardless of whether that spend is profitable.
Which platforms do you manage?+
Google Ads (Search, Shopping, Display, YouTube), Meta Ads (Facebook, Instagram), and Shopping feeds. We do not do Amazon Ads or Connected TV as standalone services.
How do you measure performance marketing success?+
Contribution margin per acquired customer, blended ROAS at the business level, and customer acquisition cost vs lifetime value. Not just per-campaign ROAS, which can be misleading.
Have specifics in mind?
Tell us about your ad accounts.
Share platforms running, monthly spend, current ROAS or contribution margin, and the constraint blocking scale. A senior practitioner replies within one business day.
Service inquiry
Performance Marketing inquiry →