• by Matthew Cook , February 28, 2025

Whether you like it or not, performance marketing isn't going anywhere. It's efficient when done right, it's measurable, and it's a critical tool for CMOs who are constantly asked to deliver immediate ROI.

But the way we've been doing it has hit a wall.

Acquisition costs are climbing. CTRs are falling. Campaigns feel more like math problems than creative expressions. The result is ads that might convert but fail to make a connection, short-term wins that don't build long-term growth, and a widening gap between what your brand needs and what your performance engine delivers.

Every CMO wrestles with the balance between driving short-term results and building long-term equity. Brand builds loyalty and drives demand. Performance captures demand and delivers measurable ROI. Both are necessary, but too often, performance marketing is treated as an isolated system. It relies on algorithms and optimizations disconnected from the brand. This approach might generate clicks, but it doesn't create meaningful connections. People don't engage with ads. They engage with ideas.

The truth is that creative matters more than anything else. Research from Kantar shows creative quality accounts for almost half of a campaign's success. That's more than media targeting, placement, or the other levers we've spent years perfecting. Meta's recent study with Nielsen supports this: Improving creative execution had the biggest impact on campaign effectiveness, driving a 35% boost in results.

Creating performance marketing assets has never been easier, but making great creative is harder than ever. AI generates ads at incredible scale, and platforms demand constant content refreshes. But just because you can create infinite versions of an ad doesn't mean you should.

AI can optimize workflows and automate iterations. What it can't do is invent a big idea. It can't write the headline that stops someone in their tracks. When used properly, AI amplifies human creativity rather than replacing it. It handles the repetitive tasks so creative teams can focus on what truly resonates.

If we want performance marketing to improve, we need to rethink the role of creativity. It isn't something to add after the media plan is set. It is where performance begins. Creative that doesn't grab attention or spark emotion will not succeed, no matter how perfectly it is optimized. Campaigns that feel like they were built by an algorithm fail to connect with real people.

Performance marketing is not just about selling. It is about making people believe in something bigger than the product. The brands leading the way are finding a better balance. They're proving that creativity and data don't have to compete. Performance marketing can deliver real results without sacrificing the brand's essence. =

At its core, performance marketing isn't a numbers game. It is an ideas game.

Let's make it one worth playing.