Performance Marketing (Lead Generation) Course

Equinet Academy

WSQ Performance Marketing (Lead Generation) Course

Generate High-Quality Leads with Strategic Performance Marketing

Course Description

This course goes beyond ad setup to focus on strategy, integration, and campaign optimisation across multiple digital channels. Learn to audit existing campaigns, conduct in-depth audience research, develop a strategic performance advertising plan, and make data-driven decisions to scale your lead generation efforts effectively.

Whether you’re a mid-level marketer, business owner, consultant, or team leader, this hands-on training empowers you to lead performance marketing campaigns with confidence and clarity.

Pre-requisites

Basic Knowledge of Performance Advertising and Marketing Concepts:
Learners should have a foundational understanding of core digital marketing concepts, such as SEM, social media marketing, and paid advertising. This can be demonstrated by completing introductory-level digital advertising courses or having equivalent work experience.

Experience in Advertising or Related Field:
Learners should have at least 1 year of experience in advertising, communications, or a related role where they have been exposed to basic advertising strategies and tools. Experience in a digital advertising capacity is highly recommended.
Familiarity with Digital Marketing Tools:
Learners should be comfortable using basic digital advertising tools such as SEO, Content Marketing, Google and Meta Ad platforms.
Access to an Organisation or Host Company:
Learners are recommended to have access to a company where they can apply the digital advertising strategies and audits developed throughout the course. Company-sponsored learners will use their own organisation, while non-sponsored learners will use case studies provided in class.
Basic Analytical Skills:
Learners should have basic analytical skills, including understanding performance metrics, interpreting data, and making data-driven decisions.
Comfort with Presenting:
Learners should be comfortable delivering simple presentations as they will be required to present their strategic advertising plans during the course.

Target Audience

This course is ideal for professionals looking to enhance their strategic planning capabilities in performance marketing, including:

Marketing professionals in agencies or corporate teams transitioning to strategic roles
Business owners and entrepreneurs aiming to build in-house lead generation capabilities
Digital marketing specialists seeking to deepen their performance marketing skills
Consultants and freelancers offering performance-based services to clients
Career changers with some digital advertising knowledge moving into a performance-focused role
Organisation-sponsored learners developing customised leadgen strategies for their companies

Course Highlights

In this course, you will learn how to:

Develop a strategic, multi-channel lead generation campaign tailored to your organisation
Build detailed customer personas to guide creative messaging and targeting
Set measurable performance targets aligned with business goals
Optimise campaign performance using meaningful analytics and data-driven methods

Course Objectives

By the end of the class, you will be able to:

Evaluate performance marketing strategies effectiveness against campaign objectives using advertising campaign evaluation tools and methods to establish new campaign objectives
Develop ideal target audience profiles for leadgen campaign activation
Design effective creative assets and messaging to generate optimal engagement and performance for a brand’s products and services
Design performance marketing communications structures to drive and meet campaign objectives and performance targets.
Synthesise performance marketing strategies and campaign objectives through evaluating performance metrics.
Assess agency management and team scaling practices to recommend leadgen strategies for improved team integration and operational plans.

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Performance Marketing Strategy (Lead Generation) course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Marketing Campaign Management

Course Code: TGS-2025055844
Course Support Period: 15 Jul 2025 – 14 Jul 2027

Course Outline

LU1: Advanced Performance Marketing Campaign Planning

Instructional Methods: Lecture, Demonstration and modelling, Practice and feedback, Case study

Topics Covered

Performance Marketing fundamentals (customer journey, pricing model, competitive research tools, performance metrics)
7Ps of Marketing Mix (product, price, promotion, place, people, process, physical evidence)
Research past campaign performance and setup
Develop success metrics for campaign performance outcome

LU2: Advanced Audience Persona Development

Instructional Methods: Lecture, Demonstration and modelling, Group Discussion, Practice and feedback, Case study

Topics Covered

Performance metrics deep dive
Establish target customer profiles and custom audience setup
Identify Consumer Buying/Engagement Behaviours
Determine Campaign Performance Metrics

LU3: Develop Performance-Driven Creative Strategies

Instructional Methods: Lecture, Demonstration and modelling, Practice and feedback, Group Discussion, Peer Review, Case study

Topics Covered

Creative strategy development – understanding the role of creative strategies in performance advertising campaigns
Competitors’ ads analysis – integrating to your creative research strategy
Creatives performance analysis – what works and what doesn’t
Blog and Ad copies message strategy and development
Optimization based on A/B testing or Multi-Variate Testing MVT
Develop content for blogs, ads, email etc with signup form, limited time promo to boost actions ensuring that content is SEO-friendly

LU4: Performance Marketing Campaign Design For Success

Instructional Methods: Lecture, Demonstration and modelling, Practice and feedback, Case study

Topics Covered

Integrated Performance Marketing Overview – understanding the components and mechanics of a leadgen marketing structure
Structuring different leadgen campaigns for success based on your marketing objectives (SEO, SEM, Content Marketing, Social Media, Programmatic, OOH)
Establishing Leadgen Campaign Objectives – setting clear, measurable objectives aligned with overall marketing strategies
Performance Metrics Selection – identifying and selecting the appropriate metrics and targets to measure campaign effectiveness
Content Development – Develop Blogs, Case Studies, Testimonials and Video using lead magnet

LU5: Performance Marketing Metrics That Really Matter

Instructional Methods: Lecture, Demonstration and modelling, Practice and feedback, Case study

Topics Covered

How to optimise your paid leadgen campaigns (Ads, Email, SEO, Social, etc.)
Understanding Targeting and Bid capabilities
Transitioning from manual bidding to automated bidding
Cross-channel performance advertising reporting
How to create reports that matter to the respective key stakeholders

LU6: In-housing or Outsourcing your Performance Marketing Campaigns

Instructional Methods: Lecture, Demonstration and modelling, Group Discussion, Case study

Topics Covered

Building In-House vs. Outsourcing Agency Teams – evaluating the benefits and drawbacks of building in-house teams versus working with external agencies
Developing ideal team structure of a successful media planning/buying team
Evaluating operational performance for better client-agency integration
Performance Evaluation – tools and methods for evaluating campaign performance and agency’s performance to enhance client-agency collaboration
Agency Management Practices – best practices for managing agency relationships and ensuring alignment with campaign goals

Trainer

Jethro Xu

eCommerce Strategist and Digital Marketing Mentor
Fractional CMO for High-Growth Startups Across 4 Continents
Founder of JET.AVE and Agency Head at Metric Digital

Alex Fong

Former Head of Digital Marketing at StarHub
20+ Years of Digital Marketing Expertise
Generated $11 Million Potential Pipeline for Global Network Security Client

Course Fees & Fundings

Course Fee:
S$990.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$297.00 (inclusive of 9% GST) after SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$297.00

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$495.00

Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

Enhanced Training Support for SMEs (ETSS)

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$297.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$495.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$297.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check your eligible grant amount and nett payable course fees when you apply now.

Course Schedule

Learning Mode	Course Dates	Duration	Trainer
In-Person	18, 19 Nov 2025 (Tue, Wed)	9.00am - 6.00pm	Jethro Xu

Click on the course dates above to register online.

You’re in Good Company

Industry leading organisations who’ve sent their teams for upskilling at Equinet

Our graduates work for companies like

Testimonials

Jody Leong

“Team members have been attending the courses here on annual basis and we have all learnt how to improve in our various functions within marketing team. The course highlighted best practices that can help improve my existing work.”