MARKETING

MARKETING

MARKETING

Why Brand and Performance Ads Work Better Together

Dec 30, 2024

When it comes to brand advertising vs. performance advertising for B2B services companies, the conversation isn’t about choosing one over the other. It’s about understanding how they play different roles at different times—and how, together, they drive both immediate growth and long-term success.

Let’s break it down.

Brand Advertising: The Slow Burn That Pays Off Big

Brand advertising is like laying the foundation for a skyscraper. It’s not flashy, it’s not quick, but without it, the whole thing collapses. This is where you build your reputation, show off your expertise, and carve out a space in your market that only you can own.

Why it matters:

  • You’re unforgettable. A strong brand means prospects already know (and trust) you before you even show up in their inbox or at the next pitch. And here’s a stat to back it up:

    • 82% of B2B buyers consider brand trust a top factor when making purchase decisions. (Source: Edelman Trust Barometer)


  • Cheaper wins down the road. The better your brand, the easier it is to convert leads. A well-known brand can lower customer acquisition costs by up to 25% over time. (Source: McKinsey & Company)


  • The long game. A great brand gives you staying power. When competitors are duking it out over price, you’re winning deals because people want to work with you. Companies with strong brands outperform their competitors by 20% in terms of profitability. (Source: HBR)

The challenge? Brand advertising takes time. You’re not going to see a direct, measurable ROI in the first quarter. But trust me—it’s worth it.

Performance Advertising: The Instant Gratification Machine

Performance advertising is your “right now” strategy. It’s all about driving measurable actions: filling out forms, booking demos, and getting leads in the pipeline ASAP. And let’s be real—it’s addictive because the results are immediate.

Why it matters:

  • Speed. If you need leads yesterday, performance ads get the job done. According to HubSpot, 75% of marketers say paid campaigns generate leads faster than organic efforts.


  • Measurable impact. Every click, every lead, and every dollar spent can be tracked. It’s clean. It’s easy to optimize.


  • Scalable. Turn the dial up or down depending on your goals or budget. Performance ad spend in B2B is projected to grow by 15% year over year, signalling its importance for lead generation. (Source: eMarketer)

But here’s the thing: performance advertising is like renting your house instead of owning it. As soon as you stop paying, the leads dry up. Plus, it’s transactional. Without a strong brand behind it, you’re just another company in the sea of competitors shouting, “Look at me!”

How Brand and Performance Work Together (Spoiler: They’re a Power Couple)

Here’s the secret sauce: you need both. Brand advertising builds trust and familiarity over time, while performance advertising brings in the leads you need right now. When they work together, magic happens.

  1. Start with the brand.
    Get clear on who you are, what you stand for, and why your customers should care. This makes everything else—your ads, your website, your sales pitches—work way better.


  2. Layer on performance ads.
    Once your brand foundation is in place, performance ads become rocket fuel. Those leads you generate? They’ll convert faster because people already trust you. Case in point: 65% of B2B buyers say they are more likely to engage with a vendor that has a strong, consistent brand presence. (Source: LinkedIn B2B Institute)


  3. Keep building the brand.
    Even as you’re running performance campaigns, don’t stop investing in your brand. This is what keeps you top-of-mind for the long haul. Studies show that companies that allocate 60% of their ad budget to brand-building see stronger overall growth compared to those that focus solely on short-term tactics. (Source: Les Binet and Peter Field, IPA)


How to Balance the Two

If you’re wondering how to split your budget, here’s a good rule of thumb:

  • 60% brand, 40% performance.
    That might sound like a lot for brand, but the payoff is real. Strong brands make performance ads cheaper and more effective over time.

Measure differently:

  • For brand ads, look at metrics like awareness, share of voice, and how often people name-drop you in conversations.

  • For performance ads, track conversions, cost-per-lead, and pipeline impact.


The Long Game: What This Looks Like Over Time

  • Year 1: Performance advertising is doing the heavy lifting while your brand work quietly builds credibility.


  • Years 2-3: Your brand starts pulling its weight. Your cost per lead drops, and prospects trust you more.


  • Years 4+: Your brand becomes your secret weapon. You’re not just competing on features or pricing anymore—you’re winning because you own your space in the market.


Bottom Line

Brand advertising and performance advertising aren’t enemies. They’re the perfect tag team. Invest in your brand for the long haul, and let performance ads deliver the quick wins. Together, they’ll help you grow your business in a way that’s not just sustainable—but unstoppable.

Stand Out. Matter More. Win Big.

Let’s turn your business into the one customers can’t ignore.

Krossing Enterprises Inc. Copyright © 2025

Stand Out. Matter More. Win Big.

Let’s turn your business into the one customers can’t ignore.

Krossing Enterprises Inc. Copyright © 2025

Stand Out. Matter More.
Win Big.

Let’s turn your business into the one customers can’t ignore.

Krossing Enterprises Inc. Copyright © 2025