Ads judged on enquiries, not impressions.
The fastest way to find out whether your offer works — and the fastest way to lose money if nobody is watching the right number.
The appeal of paid advertising is speed. SEO takes months; a campaign can bring enquiries the same week. The catch is that the meter runs whether or not the campaign is any good.
Google and Meta do different jobs
Google catches people already looking. Someone searching "emergency plumber" has a problem right now — intent is high, competition is high, and cost per click follows.
Meta interrupts people who weren't looking. Intent is lower and clicks are cheaper, so it works where you can create desire rather than only answer it, and where visuals carry weight.
Most businesses need one, not both, at least to start. We'll tell you which, and we'd rather run one well than two badly.
Where budgets get wasted
Broad keywords with no negative list, so you pay for searches that were never going to convert. Every click landing on a homepage instead of a page about the thing they clicked for. One ad per campaign, so nothing is being learned. And no conversion tracking — which means every optimisation decision after it is guesswork wearing a suit.
That last one is the most common and the most expensive.
How we run an account
Tight structure so budget follows performance. Negative keywords maintained weekly. Landing pages that match the ad's promise. Several creative variants so the platform has something to learn from. Conversion tracking verified before a single rupee is spent.
Then we watch cost per enquiry and nothing else. If a campaign can't produce leads at a workable price we change it. If it still can't, we say so and stop it — telling you to stop spending is part of the service.
What's included
- Account structure — campaigns, ad sets and budgets built to be optimised
- Keyword and audience research — including the negatives that stop waste
- Ad creative — copy and visuals, with variants for testing
- Conversion tracking — installed and verified before spend begins
- Landing page guidance — or the page itself, if that's the bottleneck
- Weekly optimisation — bids, negatives, creative rotation
- Monthly reporting — spend, enquiries, cost per enquiry, what changes next
What you should expect to spend.
Ad spend and management fee are separate. The spend goes to Google or Meta; the fee covers the work.
Below a real minimum, don't bother
Campaigns need enough daily volume to learn. Too small a budget spread across too many keywords means nothing gets enough data to optimise on, and you pay for the privilege of learning nothing.
Start narrow, then widen
One campaign, a tight keyword set, one clear offer. Prove cost per enquiry works before adding anything. Widening early is how accounts turn into money pits.
Give it a fair test window
A campaign needs weeks before its numbers mean anything. Judging week one is judging noise. We agree the test period up front so nobody panics on day four.
Scale only what's proven
When cost per enquiry sits comfortably inside what a customer is worth, increase budget gradually. Large jumps reset the platform's learning and performance dips.
Running ads that aren't working?
Send us access and we'll tell you what's wrong with the account before you spend another rupee.