“We’ve been sold a lie about attribution modeling that benefits ad platforms, not advertisers.” -Bryan Karas

Competitive costs in the digital marketing world are at a breaking point. With Meta’s ad costs up 30% and every brand fighting over the same pool of ready-to-buy customers, something’s got to give. 

In a recent episode on the Catching Fire podcast, our CEO, Bryan Karas, sheds light on a better way forward: performance branding. This isn’t just another marketing buzzword – it’s a practical solution backed by real results. 

Take OhmConnect, who saw their customer base jump 20% by shifting focus to educational content, or NCSA (Next College Student Athlete), who drove an impressive 30-40% more conversions by reallocating their bottom-funnel spending. 

As privacy changes shake up the digital world, these results prove what we’ve suspected all along: great marketing isn’t about chasing quick clicks – it’s about building genuine connections that convert.

What we’ve learned from this episode:

• Most brands are overspending on bottom-funnel ads, creating expensive bidding wars.
• Your best customers probably won’t click on your first ad – they’re doing their homework first.
• Moving just 20% of your budget to brand awareness can transform your results.
• Quick-click customers often bring less lifetime value than those who convert later.
• You need to get your direct response foundation solid before scaling up.
• Smart upper-funnel spending beats throwing more money at saturated channels.

Listen for more insights into the future of performance marketing:

Spotify -> https://bit.ly/4iLQn4L

YouTube -> https://youtu.be/cR7MF1pGeMQ

Ready to transform your marketing strategy? Contact us to learn how performance branding could reshape your brand’s growth trajectory.