Algorithmic performance
at scale.
Performance marketing is not paid advertising. It is a measurement system that happens to spend money on channels. Every campaign is a hypothesis. Every rupee spent generates data. The data improves the next spend. The system compounds.
The Architecture
Spend money on
signals, not impressions.
Most performance marketing in Pakistan optimises for reach — CPM, impressions, follower counts. enlybiz optimises for conversion events that map to revenue. An impression that does not convert is not marketing. It is brand charity.
The enlybiz performance framework starts with attribution architecture — before any ad account is created. Every conversion event is defined, every touchpoint is tagged, and the measurement model is agreed before the first rupee is committed. You cannot optimise what you cannot measure. You cannot measure what you have not defined.
Channel selection follows audience modelling — not platform preference. LinkedIn converts enterprise. Google Search captures intent. Meta reaches the mass-market consumer. WhatsApp closes the final-mile for Pakistan's SME buyer. The channel mix is built from the four archetypes, not from what the agency knows how to run.
Attribution Engineering
Multi-touch attribution model installed before campaign launch. First click, last click, and linear models compared. Conversion events mapped to actual revenue, not proxy metrics.
CAC Modelling Per Archetype
Customer acquisition cost calculated separately per archetype. A government body acquisition has a different cost structure than a startup acquisition. Blended CAC hides the real performance picture.
Cross-Channel Budget Allocation
Budget allocated algorithmically across channels based on weekly performance data. Channels that convert receive more. Channels that do not are paused — not explained away.
Weekly Performance Report
Every Monday: spend vs. plan, CAC vs. target, ROAS vs. benchmark, and one optimisation recommendation for the coming week. No monthly post-mortems on wasted spend.
Channel Architecture
LinkedIn — Decision-maker targeting
Job title, seniority, company size, and industry filters. Thought leadership content to warm audiences before paid outreach. InMail for direct decision-maker access. CAC typically higher but LTV justifies it.
Google Search — Catch active buyers
Keyword strategy built around problem-aware search queries — not brand terms. Negative keyword lists maintained weekly. Quality Score optimised to reduce CPC below category benchmarks.
Meta — Lookalike audiences at scale
Seed audiences built from existing customers. Lookalike expansion at 1%, 3%, and 5% similarity. Creative testing rotated weekly — static vs. video vs. carousel. Frequency capped to prevent ad fatigue.
WhatsApp — Pakistan's closing channel
Click-to-WhatsApp ads convert at 3× standard landing page rates for Pakistan's SME buyer. Automated first-response sequences. Human handoff protocol for qualified leads.
Performance is
a measurement system.
The Growth Audit installs the measurement architecture first. The campaigns follow the data — not the other way around.
Launch a Growth Audit