Performance Marketing Masterclass

Performance Marketing Mastery The two-day seminar for shop decision-makers who want to scale paid channels profitably: channel economics, campaign structure, creative strategy, testing systems and scaling by contribution margin instead of ROAS.

Performance Marketing Mastery at a glance

• Format: 2 days on site + self-learning track
• Level: Advanced for paid growth
• Participants: Max. 16 people
• Language: German
• Certificate: AEI certificate of participation
• Investment: €1,090.00 plus VAT

Many shops run ads, but too few steer them truly profitably. Budgets rise, ROAS fluctuates, creatives fatigue, campaign structures become confusing. Google, Meta and TikTok deliver reach — but without clear number logic, clean testing systems and strong creatives, scaling quickly becomes expensive.

This seminar makes performance marketing steerable: you will understand how paid channels work economically, how to assess campaigns by profitability and how creative strategy becomes a growth driver. In the end you have a system with which you can build, test and scale paid growth in a targeted way.

Who is this seminar for?

For shop owners, founders, e-commerce teams and marketing managers who do not just operate paid channels but want to steer and scale them profitably.

• You want to steer Google, Meta, TikTok or other paid channels with clear profit logic.
• You already run campaigns, but ROAS, CAC and margin do not fit together cleanly.
• You lack a dependable system for budget allocation, testing, scaling and control.
• You do not want to create creatives from gut feeling but with hypotheses, data and learning loops.
• You need more certainty about when to scale, when to stop and when to test again.

Your learning objectives

After this seminar you can:

• analyse which paid channels make sense for your business model and your margin.
• assess whether campaigns are genuinely profitable – beyond surface-level ROAS.
• build an understanding of how campaign structures for Google Ads, Meta Ads and social paid are thought through cleanly.
• decide which budgets, audiences and creatives should be prioritised.
• develop which creative hypotheses address purchase barriers, value arguments and audience motives.
• apply how testing, reporting and optimisation translate into repeatable routines.
• scale without blindly putting more budget into inefficient campaigns.
• steer how paid growth, creative strategy and contribution margin work together.

Performance fields at a glance

• SEA — Steer Google Ads, Shopping and Search by intent and profit logic.
• META — Build paid social campaigns by funnel, audience and creative signal.
• TIK — Place TikTok & video ads as a testing and scaling field.
• CAC — Connect cost, ROAS, MER, margin and payback cleanly.
• CRE — Develop creative strategy with hooks, claims, proof and a testing system.
• SCL — Make scaling decisions by data, learning curves and risk.

Programme — 2 days

Day 1 – Paid growth, channel logic & profitability

09:30–10:45 — The performance growth model

• Understanding paid growth as a system of channel, offer, margin and creative
• Placing ROAS, CAC, MER, AOV and contribution margin cleanly
• Recognising typical scaling mistakes in growing shops
• Using the AEI Paid Growth Map as a structural model

11:00–12:30 — Google Ads & intent

• Placing Search, Shopping, Performance Max and YouTube logically
• Understanding search intent, feed quality and conversion signals
• Thinking campaign structure by range, margin and demand
• Assessing budget and bidding logic economically

13:30–15:00 — Meta Ads & paid social

• Understanding the funnel logic of prospecting, retargeting and existing customers
• Placing audience signals, algorithm logic and learning phases
• Sketching a clean campaign structure for Meta Ads
• Avoiding mistakes in audiences, placements and budget split

15:15–16:45 — Profitability & reporting

• Translating ROAS, CAC and margin into real decision logic
• Calculating break-even ROAS and payback period
• Defining a reporting structure for paid growth
• Designing your own performance KPI architecture

Day 2 – Creative strategy, testing & scaling

09:30–10:45 — Creative strategy

• Why creatives are the central performance lever today
• Systematically developing hooks, claims, proof, product benefits and objections
• Structuring creative angles along audience motives
• Applying the AEI Creative Hypothesis Canvas

11:00–12:30 — Testing systems

• Distinguishing creative tests, offer tests and landing page tests
• Formulating and prioritising test hypotheses cleanly
• Recognising winning creatives, fatigue and learning curves
• Planning a testing rhythm for your own shop

13:30–15:00 — Scaling & budget

• Preparing budget increases without losing control
• Assessing scaling by channel, creative, product and audience
• Recognising signals for winners, saturation and inefficiency
• Making scaling decisions with risk logic

15:15–16:45 — Your 90-day paid growth roadmap

• Prioritising channels, campaigns and creatives
• Separating quick wins from structural setup projects
• Setting the testing backlog and reporting routine
• Finalising your personal performance marketing roadmap

Our approach

AEI does not treat performance marketing as a craft of clicks and campaigns. You work on the economic logic behind paid growth: clear numbers, strong creatives and decisions that genuinely carry scaling.

The self-learning track prepares you with channel fundamentals, KPI definitions and a creative readiness check for the live days.

• PROFIT LOGIC You assess campaigns by margin, CAC, payback and real growth potential.
• CHANNEL DESIGN You structure paid channels by objective, signal, funnel and budget logic.
• CREATIVE SYSTEM You develop creatives with hypotheses, a testing rhythm and clear learning goals.

What you take with you

• AEI Paid Growth Map for channels, funnel, budget and profitability.
• Break-even ROAS and CAC calculator for economic campaign decisions.
• Performance KPI set for ROAS, MER, CAC, AOV, margin and payback.
• Google Ads structure check for Search, Shopping and Performance Max.
• Meta Ads campaign logic for prospecting, retargeting and creative testing.
• AEI Creative Hypothesis Canvas for hooks, claims, proof and audience motives.
• Testing backlog for creatives, offers, landing pages and audiences.
• Scaling checklist for budget increases, winner signals and fatigue risks.
• Personal 90-day paid growth roadmap for your shop.

Investment and dates

• Regular price: €1,090 plus VAT
• Early bird price: €870 plus VAT up to 30 days before the seminar starts
• Bundle offer: 15% discount in combination with „Data & Analytics Pro“
• Format: 2 days on site + self-learning track
• Participants: Max. 16 people
• Language: German
• Location: Berlin, Munich, Cologne and Hamburg

Dates are added continuously. On request we will name the next available date and advise on on-site, live online or self-paced.