Performance Marketing · handwritten notes · by Himanshu Soni

Spend ₹1.Earn ₹4.Samjho kaise.

Digital marketing teaches you to use the platforms. Performance marketing teaches you to turn ad spend into revenue — and prove it with numbers. 10 modules, written like a friend's notebook.

Open the notes ROAS calculator

Writing notes on sticky paper

notes > theory

ROAS =

₹50,000 ÷ ₹10,000

= 5x

5x ROAS ≠ 5x profit.

Product cost, shipping, RTO — sab minus karo.

10 modules · 0 fluff

Page 00 · before module 01

Digital vs Performance — the one-minute version.

Digital marketing = promoting your business online. Performance marketing = focusing on measurable results from that promotion — leads, sales, revenue, profit.

See the full comparison

fig 0.1 — spend less to get a lead, scale the revenue

Digital marketing example

100K

Reel views

2,000

New followers

Your content helps people discover and recognise your brand.

Performance marketing example

₹10,000

Ad spend

₹50,000

Sales generated

ROAS = ₹50,000 ÷ ₹10,000 = 5x

₹5 in tracked sales for every ₹1 spent. Not ₹5 profit!

The syllabus

10 modules on one board.

Start at 01 and go in order — each module builds on the last. Tap any note to open the full page.

Marketing Fundamentals

Basics pehle clear karo, warna ad budget paani mein jayega.

USP, Digital vs Performance Marketing, target audience and offers.

Performance Marketing Metrics

Numbers bolte hain. Formula seekho, profit banao.

ROAS, ROI, CPA, CPL, CAC, LTV, MER, CTR, CPM and break-even ROAS.

Meta Ads

Facebook & Instagram ads — setup se scaling tak.

Business portfolio setup, objectives, campaign structure, audiences, learning phase.

Google Ads

Jo already search kar raha hai, use pakdo.

Campaign types, keyword match types, Quality Score, bidding and advertiser verification.

Tracking & Analytics

Tracking ke bina ads chalana = andhere mein teer.

GTM, GA4, Meta Pixel, Conversions API, UTMs, Hotjar and Clarity.

Ad Creatives & Copywriting

Creative hi naya targeting hai. Hook aisa jo scroll roke.

Hooks, AIDA & PAS, formats, UGC, and creative fatigue.

Landing Pages & CRO

Ad pe click karwaya, page boring nikla? Conversion gaya.

Message match, above the fold, trust, speed, forms and A/B testing.

Retargeting & Remarketing

Jo pehli baar mein nahi khareeda, use yaad dilao.

Warm audiences, cart abandoners, upsell, exclusions and frequency.

Campaign Optimization & Scaling

Campaign profitable hai? Ab smartly scale karo.

ABO vs CBO, vertical vs horizontal scaling, kill rules and diagnosis.

Industry-Specific Strategies

E-commerce, real estate, local, coaching — sabka alag game.

TOFU / MOFU / BOFU funnels and playbooks per industry.

Try it yourself

Is your ad actually making money?

Put in your numbers. ROAS, CPA and break-even ROAS update as you type.

Ad spend

₹

Revenue from ads

₹

Orders

orders

Gross margin

%

ROAS

5x

revenue ÷ spend

CPA

₹250

spend ÷ orders

AOV

₹1,250

revenue ÷ orders

Break-even ROAS

2.5x

1 ÷ margin

Profitable on ads ✓

Gross profit after ad spend ≈ ₹10,000. Ab scaling socho.