Nice question — here’s a practical, measurable guide to what you can reasonably expect from performance marketers operating in Malaysia, plus the important caveats and how to measure success.

Summary (high level)

• Short term (1–3 months): traffic uplift 10–40%, CTR improvements 10–50% on ads/creative tests, conversion rate (CR) uplifts 10–30% after optimisation.
• Medium term (3–6 months): sustained traffic growth 20–100% (depending on base), CR improvement 20–100% vs baseline for weaker starting points, CPA reduction 10–40%.
• Long term (6–12 months): revenue growth 15–200% (very dependent on channel mix, product-market fit and budget), ROAS 2–6x typical target for e‑commerce; B2B SaaS targets focus on qualified leads and LTV/CAC improvements rather than immediate ROAS.

Important caveats

• Industry matters a lot: e‑commerce, fintech, travel, education, B2B SaaS all have very different benchmarks.
• Starting baseline: gains are larger when you start from a low baseline (easier to double weak performance).
• Budget and scale: achieving high % growth on tiny budgets is easier than on large budgets; absolute revenue effect differs.
• Product-market fit & pricing: excellent product/offer + good margins = much better ROAS and sustainable growth.
• Attribution & tracking: clean tracking (server-side, GA4/UTM/CRM alignment) is essential — otherwise reported gains are unreliable.
• Competitive & regulatory environment in Malaysia (ad restrictions, payment options, seasonal cycles) will affect results.

Concrete KPI ranges & examples (These are typical expectations; adapt to industry & baseline.)

1. Paid social (Facebook/Meta, TikTok) — consumer e‑commerce

• CTR: 0.5%–3% (higher on TikTok for strong creative).
• Add-to-cart rate: 3%–15% of clicks (varies).
• On-site conversion rate: 1%–4% (good: 3%+).
• CPA (cost per purchase): MYR 10–300 depending on product price/margin.
• ROAS: 1.5x–5x typical; 3x+ for healthy campaigns.

2. Paid search (Google Search) — high intent

• CTR: 3%–10% (keyword dependent).
• Conversion rate: 3%–12% (higher for transactional keywords).
• CPA: inversely proportional to LTV/product price; expect higher efficiency than broad social.

3. Performance display / programmatic

• CTR: 0.05%–0.5%.
• Good for upper-funnel awareness; lower direct conversion but helps drive cheaper retargeting.

4. B2B lead-gen (LinkedIn, Search)

• Cost per MQL: MYR 50–1,000 (wide range: small businesses vs enterprise).
• MQL→SQL conversion and sales cycle length are critical; expect multi-month cycles.
• Focus metrics: CPL, lead quality score, pipeline contribution, CAC payback.

5. Email & CRM lifecycle

• List growth: 5%–25% QoQ with active acquisition.
• Open rates: 10%–30%; Click rates: 1%–10% (industry dependent).
• Revenue from automation: 10%–40% of total e‑commerce revenue when mature.

Realistic growth scenarios by stage

• Early-stage product with little prior marketing: first 3 months — traffic +50–200%, initial conversions small but CR improves 20–100% after testing; revenue may be modest but learning is fast.
• Growth stage (existing traffic & spend): 3–6 months — CPA down 10–30% through optimization, incremental revenue growth 20–80% by scaling winning channels.
• Mature business: incremental gains smaller — 5–20% monthly improvements from optimization and new channels; emphasis on LTV/CAC and retention.

What to measure and how to attribute success

• Primary KPIs: Revenue (or MRR for SaaS), ROAS, CPA/CPL, Conversion Rate, CAC, LTV, ROI by channel.
• Supporting KPIs: CTR, CPC, quality score, bounce rate, page load time, funnel drop-off points.
• Attribution: Use an approach that matches your sales cycle — last-click is simple but biased, multi-touch or data-driven attribution recommended for accuracy. Reconcile ad platform data with your backend/CRM (UTM tagging, server-side events).

Actions that typically produce the measurable growth above

• Creative testing and refresh cadence (esp. Meta/TikTok).
• Landing page and checkout conversion rate optimisation (A/B testing).
• Audience segmentation + remarketing funnels.
• Search intent capture (branded & non-branded).
• Offer and price experimentation.
• Better tracking & data pipelines (reduces wasted spend).

Benchmarks to set for your first 3–6 months (example targets)

• Traffic: +30–80% total sessions.
• Conversion rate: +20–50% relative improvement.
• CPA: reduce 10–30% (or bring CPA within target margin).
• ROAS: achieve break-even ROAS in 1–2 months, then target 2x–4x within 3–6 months (for e‑commerce).

How I’d present this to a Malaysian team or client

• Start with a baseline audit (1–2 weeks): tracking, attribution, creative, landing pages, audience.
• 30–90 day plan: quick wins (creative + landing page tests), establish measurement, push best-performing campaigns. Expect measurable uplifts in CTR/CR/CPA quickly.
• 3–6 month plan: scale winners, expand channels, improve LTV via retention.

If you want specific numeric targets tailored to your situation Tell me: industry, product price range, current monthly traffic & revenue (or CPA/ROAS baseline), and monthly ad budget — I’ll produce target KPIs and a 90-day growth plan with expected measurable results.