What performance clients evaluate
Paid acquisition is the most measurable marketing there is, which makes it strange that agencies sell it with claims rather than numbers. Clients want cost per acquisition achieved in comparable industries, a clear fee model — percentage of spend, fixed fee, performance — and confidence that tracking is set up properly, because unmeasurable campaigns are how budgets disappear without anyone noticing.
What we build for an agency
First, case studies with cost per acquisition and spend levels, in comparable industries, since that is the only evidence this market should accept. Second, the fee model stated plainly, because percentage-of-spend creates an incentive clients rightly question. Third, tracking and attribution setup described, which is where most campaigns actually fail. Fourth, a free account audit as the entry point, plus transparent reporting, since the ability to see the numbers is what keeps a client.