What makes us different
First, where the traffic goes
A common reason advertising fails to pay back has nothing to do with the ads: the traffic has nowhere to land, or the enquiry gets lost on the way. Before launch we check the landing page and the path of an enquiry to the CRM. Otherwise the budget buys clicks that lead nowhere.
Target cost per enquiry as the threshold
The target cost per enquiry is set before launch, and every decision comes down to comparing against it: cheaper, we push harder; more expensive, we narrow or switch off. Without that threshold, managing ads turns into a list of actions with no purpose.
Decisions from observations
Not we raised the bids, but we raised the bids on phrases where an enquiry costs less than the target. Six months later it is clear what the decision rested on, and it can be checked rather than merely recalled.
A refusal is recorded like an action
A phrase switched off or a campaign stopped is written down just like one that was launched. That stops the budget from being spent a month later on something already shown not to work.
The pessimistic scenario
Before starting we estimate demand and forecast enquiries, and take the worst reasonable case. If the numbers work even then, we launch. If not, we say so before the contract, not after the first month.
Qualified enquiries, not just enquiries
A hundred enquiries nobody can sell to are worth less than twenty qualified ones. So the report shows spend, number of enquiries, cost per enquiry and share of qualified ones — and the main metric is the cost of a qualified enquiry.
What we do
The work runs from checking the groundwork to regular management. Campaigns do not start until it is clear where the traffic will land and where the enquiry will end up.
We check where the traffic goes
- Whether there is a landing page that answers the visitor’s questions.
- Where a contact is recorded: a form, a messenger, a call.
- An end-to-end test: leave an enquiry, then find it in the CRM.
We build the campaign groundwork
- Keywords and negative keywords: what we show up for and what we do not.
- Geotargeting that matches where you actually operate.
- Ads that state your offer rather than general phrases.
- Retargeting and repeat contact for those who did not enquire straight away.
We manage by breakdown
- We look at results by query, placement, device, day of week and hour, location, gender and age.
- We push where an enquiry costs less than the target and narrow where it costs more.
- Every decision is recorded together with the observation it came from.
We work in hypotheses
- Every hypothesis has a deadline, a metric and an expected direction of change.
- We set in advance a condition for stopping early and the minimum data needed to draw a conclusion.
- At the end we record how the hypothesis turned out.
What is not included
- The advertising budget — it is paid separately and is not part of the fee for the work.
- Video production and paid third-party services.
- A guaranteed conversion rate: it depends on the product, the market and the sales team.
- Payment by results or a percentage of sales: we work for a fixed fee.
Ways to work with us
Start with one channel
- Check of the landing page and enquiry path
- Demand estimate and enquiry forecast
- Launch in one advertising channel
- Management against the target cost per enquiry
- A report with the share of qualified enquiries
- Day-to-day contact in chat
For testing the niche and the economics before expanding.
Lead generation across channels
- Everything in the one-channel start
- Search and social advertising
- Retargeting and repeat contact
- Hypothesis-driven work by breakdown
- Regular checks against the target cost per enquiry
The main option: several channels, each kept within the target cost.
Comprehensive support
- Advertising in every suitable channel
- Landing pages reworked for the advertising
- End-to-end analytics through to the deal
- Regular review with the sales team on enquiry quality
For when growth is limited not only by advertising but by the site and what happens to an enquiry next.
