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Performance marketing agency · Athens & Thessaloniki
Performance marketing agency: you pay for customers, not for impressions
UpCommerce is a performance marketing agency in Greece: we run advertising on Google, Meta, TikTok and Skroutz for online stores and for any business that wants customers from the internet, and we judge it by one measure — what each sale, lead or booking cost. A team of six, in the market since 2020, €2M+ in advertising budget under management per year, and most clients stay year after year.
What performance marketing is
Advertising judged by the result, not by how many people saw it
Performance marketing is advertising where every euro is tied to a measurable action: an order, a form, a phone call, a booking. You do not buy “visibility” and hope. You buy clicks or impressions, but you judge them by what happened next — and you stop whatever does not return.
The platform charges the click or the view. You judge the campaign by the sale or the lead it brought. That change of perspective is the whole of performance marketing.
Tracking on every campaign, audience and ad. You know where the order came from, not “from social in general”. Without that there is no performance, only guesswork.
Whatever brings a customer at a good price gets more money. Whatever does not gets cut within the week — not at the end of the quarter, when the damage is already done.
What a performance marketing agency does
What a performance marketing agency does every week
The difference from “we run ads” is discipline: measurement before the first euro, a structure that lets the algorithms learn, scheduled testing, and a decision every week about where the next euro goes.
Conversions, order value, Consent Mode, server-side where needed. If the measurement is wrong, every decision after it is wrong — which is why it is the first job, not the last.
Campaigns split by goal and margin, not by convenience. Audiences that get tested and exclusions that protect the budget from people who will never buy.
Scheduled variations of image, video and copy, measured in cost per customer. The creative the office liked is rarely the one that wins in the feed.
When a performance marketing agency fits you — and when it does not
There is a cart, so there is full measurement: cost per order, order value, margin. Performance marketing works at its most precise here — Google, Meta and Skroutz measured in the same currency.
Clinics, offices, B2B, hotels, shops with a physical location. There is no cart, but there is an action with value — and it is set up so that every form and every call has a campaign behind it.
The most common case. The problem is usually not the amount but the structure and the tracking. Audit first, changes after — and often the same budget starts to bring more.
Brand awareness campaigns without a measurable goal have their place, but they are not performance marketing. We will tell you so in the intro call, instead of charging you for something we cannot measure.
The channels
The channels of performance marketing — and the page that explains each one
A performance marketing agency does not run “everywhere”. It starts with the channel where your customer already has intent and opens the next ones when the numbers justify it. Below, the channels we work on, with a link to each one’s page — and in which order for an online store: guide to promoting an online store →
Google Ads
Search, Shopping, Performance Max and YouTube: the user is searching, so you buy intent. For online stores it is almost always the first channel. How it is set up, what the feed needs and when Performance Max is worth it: Google Ads for online stores →
Meta Ads: Facebook & Instagram
The channel with the widest reach in Greece and the heaviest weight on creative. Prospecting for new audiences, retargeting for those who saw you, Advantage+ where it makes sense. In detail: Meta Ads for online stores →
Skroutz Ads
For a Greek online store with products, Skroutz is an advertising channel in its own right: Sponsored Products, Brand Page, Video Ads. The agency was the first certified as a Skroutz Partner in Greece. Skroutz Ads → · Skroutz Growth →
Marketplaces
Shopflix, TikTok Shop and international marketplaces are not “one more channel” — each has its own feed, its own ads and its own economics. Marketplace management →
TikTok, LinkedIn, Pinterest, YouTube
A second wave of channels, depending on the product: TikTok for short video and new audiences, LinkedIn for B2B leads, Pinterest for visual products. What the ads expert does on each: social media marketer & ads expert →
Email & automations
The cheapest repeat-purchase channel — abandoned cart, welcome, win-back — that makes advertising pay a second and third time on the same customer. How the seven automations are set up: email marketing for online stores →
SEO & GEO
The organic channel and AI answers are not performance in the narrow sense, but they lower the cost per customer in all the others. Ecommerce SEO → · GEO / SEO for LLMs → And the paid presence inside ChatGPT: ChatGPT Ads →
How we measure performance — the four numbers we look at every week
Not cost per click, not cost per thousand impressions. What the person who bought or requested a quote cost — per channel, per campaign, per product or service.
A ROAS of 5 on a product with a 15% margin is a loss. That is why we measure return on margin, not on revenue. Work it out yourself in the ROAS calculator →
A campaign that “performs” because it sells to people who would have bought anyway does not perform. We separate new from existing customers to know what the budget is really buying.
One good month says nothing; three months of steadily lower cost say everything. The report shows the direction and what changes next month — and the account manager explains it, not a PDF.
Results
Performance marketing with client names
The clients' own numbers, for the period each case study describes. All case studies →
Growth Partner Program
For online stores: Google & social ads with a dedicated account manager, in three levels of cadence — Blue, Silver, Elite — and scheduled strategic time every month.
Growth Partner Program →Bespoke DMS
For businesses without an online store: the same team and the same measurement, aimed at calls, forms, bookings and visits.
Bespoke DMS →Skroutz Growth
Ads, growth tools and data strategy on Skroutz, by certified Skroutz Experts.
Skroutz Growth →Google Ads for online stores
Search, Shopping, Performance Max: structure, feed, measurement and scaling on margin.
Google Ads →Meta Ads for online stores
Facebook & Instagram ads with creative that gets tested and retargeting that does not annoy.
Meta Ads →Athens & Thessaloniki
A performance marketing agency with names, not departments
Achilleas runs the campaigns, Tatianna knows your account, and there are six of us in total — with offices in Glyfada and Thessaloniki and clients across Greece. Meet the team →
Want an independent audit of your ad accounts first, without anyone taking over execution? John Kiskipelis takes that on personally, as a separate consulting engagement. Ads audit →
Book a 30-minute intro call The whole digital marketing agency
Frequently asked questions about performance marketing
What is performance marketing?
It is advertising judged by a measurable action — an order, a form, a call, a booking — and not by how many people saw the ad. Every campaign has tracking, every euro is attributed to something specific, and the budget keeps moving towards whatever brings a customer at the lowest price.
What is the difference between a performance marketing agency and a digital marketing agency?
A digital marketing agency covers the whole online presence: content, social, website, email, advertising. A performance marketing agency focuses on the part that is measured in sales and leads and is judged on what it delivers, not on hours. UpCommerce is both: performance is the core, the other services are built around it.
Which channels do you run performance marketing on?
Google Ads (Search, Shopping, Performance Max, YouTube), Meta (Facebook and Instagram), Skroutz Ads and the other marketplaces, TikTok, LinkedIn, Pinterest, and email automations as a repeat-purchase channel. We start with one or two channels with purchase intent and add the next ones when the data asks for it.
How much advertising budget do I need to start?
It depends on your margin and on the cost per click in your category — not on a general rule. In the 30-minute intro call we work out together what budget the campaign needs to produce reliable data within the first month, and if that does not make sense for your business, we will tell you.
How does the agency charge?
A monthly fee, which depends on the channels and the cadence of monitoring — two or three times a week, or daily. You pay the advertising budget yourself, directly to the platforms, in your own accounts. There is no long-term commitment: the engagement is month to month.
How soon do results show?
The first reliable data arrives within the first month; cost per customer usually stabilises in the second to third. If the account is already running, the first corrections to structure and tracking pay off faster — often within the first weeks.
Do the ad accounts belong to me?
Yes, always. The Google Ads, Meta and Skroutz accounts are yours, with your own billing, and the agency gets access as a partner. If our paths ever part, you keep the history, the data and your audiences — you do not start from zero.
Do you also work with businesses that have no online store?
Yes. For businesses that sell by call, appointment, quote or store visit there is Bespoke DMS: the same team and the same cost-per-customer logic, with measurement built around the actions that have value for you.
