Equinet Academy
Performance Marketing Strategy (Lead Generation) Course
Course Description
What is This Course About?
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.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
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
Prerequisites
What You’ll Need to Get Started
- 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.
Course Highlights
What You’ll Learn
In this Performance Marketing Strategy Strategy (Lead Generation) 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
What You’ll Takeaway
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.
Skills Gained:
Performance Strategy Evaluation
Evaluate existing performance marketing strategies using structured analytics and campaign assessment methods.
Customer Persona Development
Build detailed, data-backed audience personas to guide targeting, messaging, and channel selection.
Creative Messaging Design
Develop performance-driven creative assets and messaging tailored to audience behaviour and campaign goals.
Multi-Channel Campaign Planning
Design strategic multi-channel lead generation campaigns aligned with organisational objectives and performance targets.
Metrics & Data Interpretation
Analyse key performance metrics to optimise decisions, refine targeting, and improve campaign outcomes.
Campaign Structure Development
Create robust communication structures that drive conversions and support measurable lead generation objectives.
Performance Optimisation Techniques
Use meaningful analytics and testing methods to optimise and scale campaign performance effectively.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Digital Advertising Specialist (CDAS) Programme.
Module 1: Digital Advertising Strategy
Module 2: Meta Marketing (Facebook and Instagram)
Module 3: Google Ads Strategy and Optimisation
Module 4: Performance Marketing Strategy (Lead Generation)
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.
Course Code: TGS-2025055844
Course Support Period: 15 Jul 2025 – 14 Jul 2027
Course Outline
Inside the course
This WSQ Performance Marketing Strategy (Lead Generation) course covers strategic campaign planning, audience persona development, creative optimisation, multi-channel leadgen structures, and performance metrics. Learn to design, optimise, and scale data-driven lead generation campaigns across paid and organic channels.
Advanced Performance Marketing Campaign Planning
- 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
Advanced Audience Persona Development
- Performance metrics deep dive
- Establish target customer profiles and custom audience setup
- Identify Consumer Buying/Engagement Behaviours
- Determine Campaign Performance Metrics
Develop Performance-Driven Creative Strategies
- 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
- Optimisation 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
Performance Marketing Campaign Design For Success
- 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
Performance Marketing Metrics That Really Matter
- 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
In-housing or Outsourcing your Performance Marketing Campaigns
- 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
Assessment Component
- Written Exam
- Project
Trainers
Meet Your Educators
Trainer Bio
Jethro Xu
Jethro Xu is the Founder of JET.AVE, Agency Head at Metric Digital, and fractional Chief Marketing Officer at several startups. With close to two decades of experience in marketing and ecommerce, Jethro has helped build and scale many ecommerce storefronts, both for himself and his clients. His ecommerce experience is varied, and ranges from consumer electronics and movie paraphernalia, to flowers and healthcare products, and everything in between! His portfolio of ecommerce clients also includes companies at every stage of business maturity, from startups with a single product, to established multinational brands trying to expand into new markets.
Trainer Bio
Alex Fong
Alex is a seasoned Digital Marketer who has worked for both brands and agencies in Singapore, US, and Canada. He spent more than 20+ years studying and working in US and Canada before coming home to Singapore several years ago. He was Head of Digital Marketing for StarHub heading a team who managed performance marketing, SEO, content writing, and social media marketing and was the lead for managing the brand’s consumer media agency. He also had to work closely with product marketing, marcoms, CRM and ecommerce teams respectively to help the telco brand grow their subscriber base. He helped drove ~10% increase in subscriptions per quarter through the key performance marketing channels.
*Only one trainer will be facilitating per class.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$297.00 after SSG Subsidies
Full Course Fee (without funding)
S$990.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 11, 12 Jun 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 04, 05 Aug 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 06, 07 Oct 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 03, 04 Dec 2026 (Thu, Fri) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Trainees should be proficient in web surfing and be able to write and converse in English.
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Testimonials
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“The course covered many useful concepts that are applicable to my daily work. Jethro was a great trainer and kept the sessions engaging throughout. I’ve already started using some of the concepts learned, which helped increase our social media following and improve our website content and SEO strategy.”
Course Taken:
WSQ Performance Marketing Strategy (Lead Generation), 2026
“Helped me gain a stronger grasp of performance marketing, which is useful for managing my external agency. It also improved my understanding of end-to-end performance marketing and the use of AI to boost productivity.”
Course Taken:
WSQ Performance Marketing (Lead Generation), 2025
“The trainer was very engaging. The course was informative and provided a good balance between theory and practical application. The skills learned are and can be applied to improve brand awareness and conversion rates.”
Course Taken:
WSQ Performance Marketing Strategy (Lead Generation), 2026
“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.”
Course Taken:
WSQ Performance Marketing Strategy (Lead Generation), 2025
“Covered a good breadth of topics and gave me new, useful knowledge. I learnt how to make better, data-informed decisions.”
Course Taken:
WSQ Performance Marketing (Lead Generation), 2025
“Helped me gain knowledge in this field and optimise ads more effectively.”
Course Taken:
WSQ Performance Marketing (Lead Generation), 2025
“Gave me a better understanding of how to optimise digital marketing ads. The materials were up to date with current trends.”
Course Taken:
WSQ Performance Marketing (Lead Generation), 2025
“Provided a lot of useful information, even though this area is still very new to me.”
Course Taken:
WSQ Performance Marketing (Lead Generation), 2025
“The workshops were practical and gave me useful tools and examples I can apply to my job.”
Course Taken:
WSQ Performance Marketing (Lead Generation), 2025
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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