Performance Marketing

Performance Marketing – First Edition by Fahed Q is a practical guide to planning, measuring, optimizing, and scaling marketing campaigns with a focus on measurable performance and business outcomes.

Designed for students, digital marketers, entrepreneurs, media buyers, and business professionals, this book provides a structured approach to understanding how performance-driven marketing campaigns are developed and evaluated across modern digital channels.

Readers will explore campaign objectives, audience targeting, paid acquisition, advertising platforms, conversion funnels, budgeting, bidding, attribution, testing, and optimization. The book also explains essential performance metrics including conversion rate, cost per acquisition, return on ad spend, customer acquisition cost, and customer lifetime value.

The book connects advertising decisions with marketing data, helping readers understand how campaigns can be evaluated, improved, and scaled based on measurable results rather than assumptions.

Key topics include:

• Performance marketing fundamentals
• Campaign strategy and planning
• Audience research and targeting
• Paid search and digital advertising
• Social media advertising
• Customer acquisition strategies
• Conversion funnels
• Campaign budgets and bidding
• Conversion rate optimization
• A/B testing and experimentation
• Cost per acquisition (CPA)
• Return on ad spend (ROAS)
• Customer acquisition cost (CAC)
• Customer lifetime value (CLV)
• Marketing attribution
• Campaign analytics and reporting
• Performance optimization and scaling

Performance Marketing provides a clear and practical foundation for understanding how marketers can use advertising, analytics, testing, and performance metrics to make informed campaign decisions and improve marketing efficiency.