Lead definition and scoring
Qualified, unqualified and junk defined in writing with sales, applied in the CRM and sent back to the platforms.
At Infynix, we craft growth engines that inspire and endure.
We manage targeted ad campaigns on Google, Meta, and LinkedIn focused on customer acquisition and return on ad spend. Wasted ad budget on clicks that do not turn into real sales or lead inquiries. Paid media must be managed against clear acquisition metrics and tracked conversions.
OUR CAPABILITIES IN
Performance Marketing & Paid Ads
01
The Challenge
02
Our Insight
03
The Solution
04
The Outcome
05
Scale & Optimize
How We Work
01
Measure
We audit your current systems, marketing, and funnels.
02
Design
We architect a custom strategy bridging your exact gaps.
03
Build
We deploy the tech, content, and pipelines required.
04
Launch
We seamlessly roll out the solution with zero downtime.
05
Re-Measure
We track every metric to ensure it meets our strict KPIs.
06
Scale
We optimize the winning channels to compound your returns.
Performance marketing for UK businesses that judge advertising by what it returns: Google Search and Shopping, Performance Max, Microsoft Advertising, Meta, TikTok, LinkedIn and the marketplaces, run from our office in Dagenham for clients across London, the Home Counties, the Midlands and the North. The page exists alongside our performance advertising service because the two are asked for differently: this one is about the commercial system around the spend, the other about running the channels.
The British auctions are expensive. Solicitors, dentists, cosmetic clinics, mortgage brokers, insurers, estate agents and home improvement firms pay some of the highest costs per click in Europe, and a campaign optimised for form fills rather than qualified enquiries will look excellent in the platform and terrible in the accounts. The fix is not a cleverer bid strategy. It is a lead definition the sales team applies, conversions fed back from the CRM, calls counted, and returns, fees and delivery subtracted before anyone calls a number a result.
That is what we build first, in the foundations phase, before a pound is spent: consent and tagging configured to UK GDPR and PECR, GA4 and server-side tagging, call tracking, CRM fields for source and outcome, offline conversion uploads, and landing pages designed to convert British visitors on a phone. Then the channels run, budget moves weekly to what is producing, and the report reads in the currency the finance director recognises.
Clinics and practices, professional services firms, property businesses, home improvement and trades companies, e-commerce and D2C brands, hospitality groups, education providers and B2B companies selling from the UK into Europe and the Gulf.
The commercial system around the spend
Consent-safe measurement
Tagging, consent mode and server-side collection configured to PECR so the numbers hold up and the business stays compliant.
Call attribution
Dynamic numbers by source and keyword, because much of UK demand still phones.
Margin-based targets
Cost per qualified lead and return targets set from close rate, margin and lifetime value, not from platform averages.
Channel operation
Search, Shopping, Performance Max, Meta, TikTok, LinkedIn, Microsoft and marketplace campaigns run against the targets.
Creative and pages
Ads edited by Infynix Media and landing pages built by Infynix Growth Solutions, tested on evidence.
Budget governance
Weekly reallocation in writing, with what was stopped and why.
Finance-grade reporting
Spend to revenue, reconciled to the CRM and the accounts, monthly.
What each phase produces
| Phase | Duration | Output |
|---|---|---|
| Commercial workshop | Week 1 | Lead definition, targets from margin, channel plan |
| Foundations | Weeks 1 to 3 | Consent, tagging, call tracking, CRM fields, landing pages |
| Launch | Weeks 3 to 4 | Campaigns live, first signal within days on search |
| Optimisation | Weeks 4 to 12 | Weekly budget moves, creative and page tests, offline conversions flowing |
| Scale | Month 3 onward | Proven channels expanded, new ones tested with defined budgets |
| Review | Quarterly | Targets reset from actual close rates and margins |
Who this is built for
High-value enquiries
Legal, dental, cosmetic, financial and property businesses where one qualified lead is worth hundreds or thousands of pounds.
Home improvement and trades
Windows, kitchens, roofing, solar and heating companies competing in expensive local auctions.
E-commerce
Brands measured on contribution after returns, fees and delivery rather than platform revenue.
Multi-location groups
Clinics, gyms and hospitality with budgets allocated by site on evidence.
B2B and SaaS
Pipeline-measured campaigns with long cycles and LinkedIn in the mix.
Businesses burned before
Companies with a history of spend that produced reports rather than revenue.
How we engage
Foundations then retainer
The measurement and pages built as a project, then the channels run monthly.
Account rescue
A paid audit of accounts spending without producing, with a plan and the option to take over.
Channel add-on
One channel run alongside an in-house team, reporting into their tools.
Seasonal campaign
A defined push for a launch, a season or an event, with foundations reused.
Targets set from your margin, not the platform benchmark
Google and Meta will happily tell a business what a good cost per lead looks like in its category. It is the wrong number. The only target that matters is the one derived from the business: what a qualified lead closes at, what a closed customer is worth after cost of delivery, and what share of that the business is prepared to spend acquiring them. A dental implant enquiry and a hygiene appointment cannot share a target, and neither can a first-time buyer and a remortgage.
The first workshop produces those numbers by service line, and the campaigns are structured so each one can be judged against its own target and funded accordingly. When the close rate changes, the target changes, and the quarterly review makes that explicit.
By service line
Separate targets for separate economics.
From close rate and margin
Not from a platform benchmark.
Campaigns structured to match
Each judged against its own number.
Reset quarterly
Targets follow the business, in writing.
Feeding the platforms the truth
Smart bidding optimises for whatever it is told is a conversion. Tell it a form fill and it will find people who fill forms: students, job seekers, competitors, and people who wanted something the business does not sell. Tell it a qualified lead, confirmed by the sales team in the CRM, and it finds more of those. The difference is the single biggest lever in UK paid media, and most accounts never pull it.
We connect the CRM so that qualification and closed outcomes upload to Google, Meta and LinkedIn as offline conversions, with values where the business has them, and the campaigns optimise to revenue rather than to activity.
Qualification in the CRM
Sales apply the definition, not the agency.
Uploaded to the platforms
Qualified leads and deals as offline conversions.
Values attached
Deal values where known, so bidding weights them.
Better leads over time
The platforms learn what the business actually wants.
Consent that keeps enough signal to optimise
A badly configured consent banner is the quiet killer of UK performance accounts. Half the sessions disappear from analytics, conversions are undercounted, the platforms cannot learn, and the agency reports that “tracking is limited” as if it were weather. It is fixable. Consent mode models the conversions that consent withheld, server-side tagging improves what is collected lawfully, and enhanced conversions match what the business already knows.
We set this up in the foundations phase to PECR and the ICO’s guidance, document the basis for what is collected, and confirm the numbers reconcile to the CRM before a campaign goes live.
Consent mode
Modelled conversions where consent is withheld.
Server-side tagging
Better data, lawfully collected.
Enhanced conversions
First-party matches the business is entitled to use.
Reconciled first
Numbers checked against the CRM before launch.
Contribution, not revenue, for e-commerce
A Performance Max campaign reporting a healthy return on ad spend can still lose money once returns, marketplace and payment fees, delivery and packaging are subtracted, and in categories like fashion and footwear the return rate alone can turn the picture. Optimising to platform revenue in those categories is optimising to the wrong thing.
We build the reporting on contribution margin per order after returns and costs, feed new-customer and margin signals back to the platforms where they can use them, and set budgets by product group on what is actually left after the order is fulfilled.
Returns counted
Contribution after returns, fees and delivery.
New customer rate
Growth measured, not just repeat sales.
By product group
Budgets follow the margin, not the revenue.
Fed back
Margin and new-customer signals sent to the platforms.
What to ask before you sign with anyone
Whoever a business chooses, a few questions expose the difference between an agency that will produce revenue and one that will produce reports. Who owns the ad accounts and analytics, and what happens on leaving? How is a qualified lead defined and who applies the definition? Can we see a real weekly note sent to another client? What would you stop doing in month three if it was not working? What is the notice period?
Our answers: everything in your name from day one; defined with you in the first workshop and applied in your CRM; yes, redacted; the weekly note says what was stopped and why; and a notice period in weeks with a clean handover of every asset.
Ownership
Accounts, analytics and pages in your name.
Definition
Agreed with you, applied by your team.
Evidence
Real weekly notes shown before you sign.
Exit
Weeks of notice and a documented handover.
Where we deliver Performance Marketing & Paid Ads
Further reading
Performance Marketing & Paid Ads in our other markets
Infynix Solutions is registered separately in India, the United Kingdom and the United Arab Emirates. This page covers United Kingdom. The same service, written for the other markets:
Performance Marketing & Paid Ads questions
How do you track sales from ads?
We set up server-side pixels and CRM conversion tracking to tie ad clicks directly to inquiries and sales.
How is this different from your performance advertising service?
Performance advertising is the running of the channels and the creative. Performance marketing is the commercial system around them: lead definitions, margin-based targets, consent-safe measurement, CRM feedback and finance-grade reporting. Most clients take both as one engagement; the pages exist so each is explained properly.
Do you set a target cost per lead?
Yes, from your close rate, margin and customer value by service line in the first workshop, and we report against it from the first month. We do not guarantee it, because nobody controls the auctions, but we say early if a target is not being met and what we are changing.
What budget do we need to get a readable result?
It depends on your category and cost per click, and we state the minimum before you commit. If a budget is too small to produce a signal, we say so rather than run it.
Can you track phone calls from ads?
Yes. Dynamic call tracking attributes calls to the campaign and keyword, calls are matched to the CRM record, and they are reported alongside forms and chats.
Will consent rules break the measurement?
Not if configured properly. Consent mode, server-side tagging and enhanced conversions keep enough signal to optimise while meeting PECR and the ICO’s guidance, and we reconcile the numbers to your CRM before launch.
Do you handle regulated categories?
Yes. Legal, medical, cosmetic, financial and property campaigns are built to the CAP code, CQC, SRA and FCA financial promotion rules, with platform certifications handled before launch.
Who owns the ad accounts?
You do, from day one, with admin access documented. If we part ways, everything stays with you.
Can you work alongside our in-house marketing team?
Yes. We take one or more channels, or the measurement layer, and report into your existing meetings and tools.
