Why performance marketing without creativity is just noise.

Performance marketing has a bit of a reputation. It’s the channel where numbers do all the talking. Clicks, conversions, ROAS, CTR, CPA, CPL. Acronyms stacked on acronyms. On the surface, it’s neat, measurable and satisfyingly logical. But here’s the problem: data alone doesn’t move people.

Without creativity, performance marketing isn’t performance at all. It’s just noise. A blur of bland, forgettable ads that fly past thumbs and eyeballs faster than you can say “skip.”

Too many brands treat performance marketing like a vending machine. Put budget in, get sales or leads out. But if the creative isn’t pulling its weight, you’re just paying for impressions that never impress.

Yes, short-term tactics might get you some clicks. But they rarely build lasting connections. And in today’s crowded feeds, people don’t just need to see your ad – they need to feel something too. Otherwise, why would they stop scrolling?

Think about the ads you actually remember. The ones you talk about in the pub, share with a mate or can still quote years later. They didn’t win you over with a perfectly optimised bid strategy. They stuck with you because they were bold, entertaining, maybe even a bit cheeky or controversial.

Creativity is what cuts through the noise, gives performance marketing campaigns stopping power and makes the numbers actually mean something. Because clicks are nice, but if nobody remembers your brand five minutes later, what’s really the point?

For years, the industry has pitched brand marketing and performance marketing against each other like sworn enemies. One about feelings, the other about figures. One a long-term investment, the other a short-term fix.

But here’s the truth: the real magic happens when you combine the two. Brand gives performance campaigns depth, differentiation and emotional pull. Performance gives brand activity the data, optimisation and immediacy to drive action. Together, they create momentum that can actually shift markets.

The aim should always be to blend brand expression with measurable impact. Creative ideas that work just as hard in a 30-second film as they do in a five-word paid social headline.

The brands winning today aren’t the ones who chase cheap traffic. They’re the ones who put creativity at the heart of every performance marketing campaign. They’re brave enough to stand out, say something different and show some personality.

Because the truth is, algorithms alone don’t persuade people. Creativity does. And when you fuse it with smart targeting, data-driven optimisation and performance know-how, you get the best of both worlds: campaigns that perform in the short-term and endure in the long-term.

If you’re tired of paying for clicks that don’t stick, let’s talk. At Holdens, we help brands bridge the gap between creativity and performance, building campaigns that stop thumbs, start conversations and move people closer to choosing you.

Drop us a message and let’s turn your performance into something worth remembering.