Channel-first planning
Media decisions begin with platforms instead of the commercial objective, customer journey and economics.
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PERFORMANCE MARKETING CONSULTING
Build a more accountable
growth engine.
Performance marketing consulting for businesses that need stronger decisions across media, measurement, funnels and execution—not another disconnected channel tactic.
Practitioner-led guidance · Clear scope before engagement · No performance guarantees
12+years of experience
$10M+ad spend managed
500+campaigns supported
1,000+professionals trained
THE CHALLENGE
Activity is visible. Accountability is not.
Campaigns can be active across several platforms while the business still lacks a reliable view of what is working, what is wasting money and what should change next.
Incomplete measurement
Reported conversions do not fully explain lead quality, purchases, repeat behaviour or business contribution.
Reactive optimisation
Teams change budgets and creatives frequently without a clear hypothesis, learning agenda or decision cadence.
THE OUTCOME
Better questions.
Clearer decisions.
The engagement connects campaign activity with the business decisions it must support.
Strategic direction
Clarify the objective, audience, funnel and role of each channel.
Measurement priorities
Identify which events, reports and business signals deserve attention.
Testing roadmap
Turn assumptions into prioritised experiments with defined learning goals.
Operating cadence
Create a practical rhythm for reviews, decisions and stakeholder communication.
WHAT YOU RECEIVE
A decision system—not a deck that gathers dust.
The exact scope depends on the business model, current maturity and available access.
- ✓Business and campaign discovery
- ✓Channel-role and funnel assessment
- ✓Measurement and reporting review
- ✓Audience, offer and creative diagnosis
- ✓Prioritised testing roadmap
- ✓Budget and optimisation principles
- ✓Review cadence and decision framework
- ✓Written recommendations and next actions
HOW IT WORKS
A defined process.
Adapted to the context.
Scope, access requirements, timelines and fees are agreed in writing before work begins.
- 01
Define
Align on the commercial objective, current challenge, scope and available evidence.
- 02
Diagnose
Review the relevant campaign, funnel, measurement and operating inputs.
- 03
Prioritise
Separate urgent risks from useful improvements and longer-term opportunities.
- 04
Enable
Translate recommendations into an accountable action and review cadence.
GOOD FIT
This may be useful if…
- Media spend is increasing but confidence in decisions is not.
- Several partners or channels are working without one joined-up view.
- The team needs senior guidance without hiring a full-time leader immediately.
- You want to strengthen internal capability alongside campaign outcomes.
PRACTITIONER CONTEXT
Advice grounded in operating experience.
Meenaa Varshney brings 12+ years across performance marketing, advertiser-support operations, enablement and leadership. Her experience covers more than $10M in ad spend and 500+ campaigns, with a focus on making execution commercially interpretable.
Experience includes vendor-side programmes supporting Meta and Google advertiser ecosystems. Platform names indicate programme exposure, not direct employment.
COMMON QUESTIONS
Before we begin.
Is this strategy only, or can PCA support execution?
The engagement may be advisory, project-based or an agreed retainer. Responsibilities, access and deliverables are defined before work begins.
Which advertising platforms can be covered?
The review can include relevant paid-media and measurement environments such as Google, Meta, marketplaces and supporting analytics systems, depending on the business need and available access.
Do you guarantee a specific ROAS?
No. Targets and warning thresholds can be defined using verified economics and historical data, but results depend on the offer, market, product, operations, tracking and execution.
Can you work with our existing agency or in-house team?
Yes. PCA can provide an independent strategic and measurement layer while responsibilities remain clearly separated.
START WITH THE CHALLENGE
What decision is your marketing struggling to make?
Share the business context first. PCA will recommend the most appropriate starting scope after understanding the challenge.