Today's budget is already gone. Nobody can say where.
One vendor runs the ads. Someone else built the page they point at. Whatever the lead lands in belongs to nobody at all. Each reports the number that flatters it, so the month reads fine in three dashboards and wrong in the bank. We run all three, so there is one place to ask why a number moved.
Your ad account is leaking money
Your account has been running for a year. Three faults are in it right now, and not one of them is the creative.
- 01
Both platforms claim the sale
Meta counts it. Google counts it. Your two dashboards added together describe a month that never happened, and neither has been checked against what reached the bank.
- 02
The budget grew, the page did not
Spend has doubled since launch and the page it points at has not changed once. The cheapest thing to fix in your account is the twenty seconds after the click, not the bid.
- 03
Nobody knows what a customer costs
Cost per lead is on every report you get. Cost per customer is on none of them, because that needs your close rate, and your close rate sits in a spreadsheet nobody has asked you for.
What we run
Six kinds of work. Most start with two of them, and the rest get added when there is a reason to, not because a package said so.
Search visibility
Ranking, and being cited when someone asks an AI
Local search
For anyone whose customers type "near me"
Paid search and social
Bids, creative, and the page after the click
Social and creative
Shot and written by people, not scheduled by a tool
Email and WhatsApp
The customers you have already paid for
Measurement
One set of numbers everyone argues from
Running now
- Couture Dermatology & LaserNeighbourhood SEO and social, on the site we builtBeverly Hills, USA
- Yumm KeralamLocal search, against aggregators bidding on its own nameBengaluru, India
Part of 50+ brands scaled online across India, the US, the Gulf & Australia.
How a month goes
Nothing launches in week one. This is the order the work goes in, and the reason it goes in that order.
- Week one
Make the numbers agree
Your ad accounts, your site and wherever leads land get wired to one definition of a lead. Then the number the platform reports gets checked against the number a human actually receives. A dead form, or a tag firing on the wrong page, turns up more often than anyone expects.
- Week two
The page before the budget
The ad and the page it points at get written together, by the same people. An ad that promises one thing and lands on a page that says another is the most expensive fault in your account, and the only one that costs nothing to fix.
- Weeks three and four
Spend small, read slowly
Budget starts low enough that a bad week is cheap, and stays there until there is enough volume to say something honest about it. When there is not enough yet, we say so instead of reading noise out loud.
- Month two onward
Cut, then compound
What lost gets stopped. What won gets more budget and gets written down, so the next campaign starts from it instead of a blank brief. Search and lifecycle work start paying back around here, which is why they begin in week one.
What it costs
Four numbers appear on every report we send. Know the difference between them and you can hold us to the right one instead of the one that flatters us.
- Cost per lead
- What you paid for a form fill. Useful for comparing two ads against each other, and close to meaningless on its own. A cheap lead from the wrong town is not a bargain.
- Cost per customer
- Cost per lead divided by the share your team actually closes. This is the one worth budgeting against, and it cannot be worked out without your sales numbers, so we ask for them.
- Blended cost
- Everything spent in a month over every customer won that month, attribution ignored entirely. It is the honest number, it is usually the ugly one, and no platform dashboard will ever show it to you.
- Payback period
- How many months of margin it takes to earn one customer back. It decides whether you can afford to spend more, which is the only question left once something is working.
One page, once a month, sent whether or not the news is good.
Walk through your own numbersShow us one month of spend
Read-only access to the ad account and the analytics is enough. You will get back the three things we would change first, whether or not you hire us.