Our methodology
Our full-funnel methodology for paid social and Google.
Most accounts run one campaign type and hope it converts cold traffic on the first touch. We don't. Every account we run follows the same three-stage sequence — we call it the Signal Loop.
A tightly-scoped awareness layer puts the brand in front of the ideal audience — not everyone, just the segment most likely to convert. The main purpose is to battle-test audiences, creatives and establish a solid foundation for the next step. The goal is a high CTR — at least double the benchmark average on Meta.
We add a bottom-funnel conversion campaign that retargets the most engaged people from the first ad. We build on the CTR established in stage one and start seeing sales come in more regularly — warm segments built from real intent signals, not assumptions.
This is where sales grow predictably. ROAS typically varies early on, but from week 13–14 onwards it tends to land between 2.5–6x. Warm segments are retargeted on repeat across Meta and Google, with creative and offers sequenced to where each person is in the funnel — not the same ad shown five times.
The result is an audience that's been warmed before it's asked to buy — which is why our eCommerce accounts average +913% ROAS, against a Meta & Google benchmark of roughly 2.5–4x.
The Signal Loop isn't a one-off campaign structure — it's the system every account runs on, measured against the same standards outlined on this page.
Measurement standards
Performance marketing has an honesty problem: most reported ROAS figures are platform-reported, unwindowed and impossible to reconcile with a P&L. This page is our public methodology. Every result on this site — including the case studies — follows the definitions below, and we'll walk you through the raw accounts on request.
Every number in a case study is labelled with its source. Ad-platform ROAS uses that platform's own attribution window; blended ROAS uses total revenue divided by total media spend. We never present one as the other.
Before launch we agree on the system of record — usually the store back-end or CRM. Platform dashboards are used to steer daily buying decisions; the system of record decides whether the account is actually winning.
Results are reported against a stated baseline period of equal length, in the same currency, with the attribution setting written out. No cherry-picked weeks, no silent window changes mid-engagement.
Where volume allows we validate with geo holdouts, conversion-lift studies and spend-step tests, so you know how much of the reported return would not have happened anyway.
The exact formulas behind every figure we publish or report to you.
Platform ROAS
Conversion value reported in-platform ÷ media spend in that platform
Attribution window stated per case (e.g. 7-day click / 1-day view). Cross-platform overlap possible.
Blended ROAS / MER
Total revenue (all channels) ÷ total paid media spend
Deduplicated by definition. Includes organic and returning-customer revenue, so it moves slower.
Cost per purchase / CPA
Media spend ÷ purchases in the same window and source
Compared only against a baseline of equal length and seasonality where possible.
Cost per qualified lead
Media spend ÷ leads accepted by the client's sales team
Qualification rules are defined by the client, not by us, and locked before the test period.
Client ROI
(Gross profit attributed to paid media − media spend − fees) ÷ (media spend + fees)
Requires client-supplied margin data. Where margin is unavailable we report ROAS instead.
Pacing, creative fatigue, auction pressure and CPA drift — the operational layer that keeps spend efficient.
Blended performance against the system of record, contribution margin, and what we're changing next month.
Incrementality or holdout read where volume allows, plus a re-baselining of targets for the coming quarter.
We plan, buy, and optimize across the channels where your customers actually spend their time.
Common questions about using paid social to drive online sales, better leads, subscriptions, and bookings.
Paid social advertising is targeted, paid placement of ads on platforms like Meta, TikTok, Google, and Pinterest. For eCommerce brands, it puts products in front of high-intent buyers at the exact moment they're ready to purchase — turning scrollers into customers and directly increasing online sales.
We partner with eCommerce brands doing €500K–€30M in annual revenue, plus B2B and B2C lead-generation teams that are ready to scale. This range is shown on our Who We Grow page and in the eCommerce Growth card under Focus.
Meta (Facebook & Instagram), TikTok, Google, YouTube, Pinterest, and Snapchat are the strongest performers for D2C and eCommerce. The right mix depends on your product, audience, and margin — we test and scale the channels that deliver the highest ROAS for your specific business.
We focus on precise audience targeting, conversion-optimized creative, and landing experiences designed to filter out low-intent visitors. For B2B and B2C lead generation, this means more qualified prospects, fewer time-wasters, and a lower cost per acquisition.
Yes. Whether you run a SaaS, membership service, or appointment-based business, paid social campaigns can drive consistent subscription sign-ups and online bookings by targeting lookalike audiences, retargeting website visitors, and running offer-led creative that removes friction.
Organic social builds brand and community over time with free content. Paid social is a scalable acquisition channel that guarantees reach, targets specific buyers, and delivers measurable revenue outcomes. The two work best together, but paid social is what drives predictable growth.
Most clients see meaningful performance improvements within the first 30–60 days. Our average client sees a +94% improvement vs. their previous agency within 4 months, thanks to faster creative testing, tighter targeting, and disciplined budget allocation.
We track real business metrics — revenue, leads generated, cost per acquisition, customer lifetime value, and return on ad spend (ROAS). Our eCommerce clients average +913% ROAS, and we report transparently so you always know what every euro is producing.
Vibe Digital is built for performance, not vanity. We specialize in scale-focused D2C, SaaS, and B2B/B2C lead generation, with +700 successful client cooperations and an average +729% ROI. You get senior strategists, channel-specific expertise, and forecasts you can hold us to.
One offer, no pressure
Meta, Google or TikTok — a senior specialist reviews your account and sends a concrete growth plan within 48–72 hours of access. No obligation, no lock-in.