According to a press release, Growth Agency has been established alongside Adclick Africa as the group’s digital and performance marketing arm. Velly Bosega, CEO of Growth Agency, said, “We recognise that the digital marketing landscape is constantly changing, and we need to evolve with it.” The agency positions itself as a specialist that aligns media spend with measurable business outcomes.
Performance marketing, as defined by the agency, means paying for results that can be tracked, clicks, leads, conversions or revenue, rather than paying for impressions alone. For small and medium-size enterprises (SMEs) that face tighter budgets, this model promises that every rand spent can be linked to a specific return.
The service catalogue covers media strategy, paid advertising, search-engine optimisation (SEO), website design and development, email marketing, social media management and content marketing. Each component is tied to key performance indicators (KPIs) such as cost-per-lead or return on ad spend, allowing clients to see exactly how their investment translates into sales.
The press release cites a HubSpot finding that 33.9% of marketing teams now prioritise lead-to-customer conversion as their primary KPI. That shift reflects growing pressure on marketers to prove commercial value, especially as advertising budgets remain constrained.
Growth Agency also highlights recent accolades: it won silver for AI-Driven Creative Excellence and bronze for Innovative Use of AI in Advertising at the MMA Smarties Awards 2026 for the Doctor B, AI Influencer Experience campaign, and earned bronze for a CRM strategy campaign for Bonitas Medical Fund at the 2025 New Generations Awards. These awards are presented as evidence that the agency can deliver both creative and performance-focused work.
For SME owners looking to tighten the link between marketing spend and sales, the new agency offers a one-stop option that promises transparent reporting and accountable results. More details can be found in the SME & Entrepreneurship section.
Bizcommunity reported that Growth Agency sits alongside Adclick Africa, which remains as the group’s media sales agency. The two firms together give South African brands specialist capabilities across both media and digital marketing, driven by performance-focused growth strategies. The agency says it has more than a decade of performance marketing experience in the region, and it is positioned to meet the growth demands of modern enterprises, while Adclick Africa continues to provide media strategy, planning, buying and AdTech solutions. This combined offering is intended to help brands navigate constrained budgets by linking spend directly to measurable outcomes, a promise that resonates with firms seeking clear ROI on their marketing investments.
The partnership works by aligning media investment with audience behaviour and commercial objectives, then layering digital tactics such as paid advertising, SEO and email nurture to move prospects through the funnel. Each activity is measured against defined deliverables, clicks, leads, conversions or revenue, rather than simple exposure. By continuously testing, for example through A/B experiments and omnichannel approaches, marketers can refine messages and optimise spend in real time. This data-driven loop ensures that every rand contributes to a tangible business result, which is especially valuable for SMEs with limited marketing budgets.
For a South African business owner, the model means that marketing budgets become accountable assets rather than speculative expenses. When campaigns are tied to cost-per-lead or return-on-ad-spend targets, owners can track exactly how much is being invested to acquire a new customer and compare that against the lifetime value of the sale. This transparency supports more informed decisions about where to allocate funds, whether to boost paid search, increase social media spend or invest in website optimisation. It also creates a clear benchmark for evaluating agency performance and negotiating future contracts.
Growth Agency’s service catalogue now includes media strategy, advertising services, SEO, website services, email marketing, social media and content marketing, all framed within a performance-led approach. By bundling these functions, the agency can provide a single point of accountability, reducing the need for multiple vendors and simplifying reporting.
The emphasis on lead-to-customer conversion as a primary KPI reflects a broader industry shift, with 33.9% of marketing teams now prioritising this metric, according to a HubSpot finding cited by Bizcommunity. This trend underscores the pressure on marketers to demonstrate commercial value, especially as advertising spend remains under scrutiny. As more firms adopt performance-based contracts, agencies that can prove measurable impact are likely to secure a larger share of the market, while those that rely on traditional impression-based models may face declining relevance.
Looking ahead, South African SMEs should monitor how the integrated model of Growth Agency and Adclick Africa evolves. Keeping an eye on upcoming award cycles, such as the MMA Smarties Awards and New Generations Awards, can also provide insight into emerging best practices and innovative uses of AI in advertising. As performance and ROI become non-negotiable, businesses that adopt these transparent, data-rich strategies will be better positioned to sustain growth in a competitive digital environment.
