Approach
Money math first. Ads second.
Most of the work happens before a single dollar goes into ads: we figure out what you can afford per customer, find where money is leaking, and only then launch.
Before launch$0 on ads
- 00ReviewFirst ideas on what to improve
- 01Unit economicsYour target cost per lead and per customer
- 02Customer journeyA map of where money leaks
- 03TrackingTracking plan: what we measure and where
- 04StrategyAn ad plan and a list of ideas to test
Launchcapped-budget test
- 05LaunchA test launch with a budget cap
Optimization and scalingweekly decisions
- 06Weekly decisionsA decision log you have access to
- 07GrowthGrowth plan
What’s different
A typical agency vs. how I work
Typical agency
How I work
Starting point
Jumps straight into ad settings
Starts with the numbers: what you can afford per customer
How success is measured
Lots of cheap leads
Sales and cost per customer
What’s in the report
Clicks, reach, cost per click
Cost per customer and revenue driven by ads
When results dip
Changes everything at once and hopes for the best
Finds the root cause and changes one thing at a time
If you part ways
The agency keeps the access and data
You keep everything: ad accounts, data, and the decision log
Stages
Eight stages, each with a key question and a clear deliverable
Phase 1
Before launch
Understand the business before spending a dime
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00
Review
Are we a good fit?
Your questionnaire answers, your website, and your current ads, if any. Then a quick call.
ResultFirst ideas on what to improve
-
01
Unit economics
How much can you afford to pay per customer?
Average order value, profit per sale, repeat purchase rate, and how many leads become customers.
ResultYour target cost per lead and per customer
-
02
Customer journey
Where is money being lost?
Ad → landing page → form → follow-up → sale.
ResultA map of where money leaks
-
03
Tracking
Will we be able to measure it?
I set up tracking so every lead and every sale shows which ad it came from.
ResultTracking plan: what we measure and where
Phase 2
Launch
Test fast, on a capped budget
-
04
Strategy
Who, what, and where?
Who we target, what we offer, where we run it and on what budget, and which ad angles we test.
ResultAn ad plan and a list of ideas to test
-
05
Launch
How do we test fast without spending a lot?
Campaigns, ads, and the landing pages they point to.
ResultA test launch with a budget cap
Phase 3
Optimization and scaling
Weekly decisions — scale only what’s proven
-
06
Weekly decisions
What are we doing this week, and why?
Data → insight → decision → logged.
ResultA decision log you have access to
-
07
Growth
What’s actually driving sales?
We only scale what’s proven by actual sales.
ResultGrowth plan
What you keep
Even if we part ways, you keep
Everything we build belongs to your business. Whoever comes next won’t have to start from scratch.
- First ideas on what to improve
- Your target cost per lead and per customer
- A map of where money leaks
- Tracking plan: what we measure and where
- An ad plan and a list of ideas to test
- A test launch with a budget cap
- A decision log you have access to
- Growth plan
Decision rules
How decisions are made
One variable per test
Change the ad, audience, and landing page all at once, and you’ll never know what actually worked.
Enough data before drawing conclusions
A decision based on two days and ten leads is just noise. Before any test, we agree on how much data we need to call it.
Stop rules set upfront
Before launch, we agree on the cost per lead or per sale at which a test gets shut off. That protects your budget from “maybe it’ll pick up tomorrow.”
Business metrics over ad metrics
Clicks and CPC are just signals. Decisions are based on cost per qualified lead and cost per sale.
Failures get logged just like wins
An idea that flops still teaches you something — and saves budget next time.
Let’s look at your customer journey
The questionnaire takes about 3 minutes. I’ll get back to you within 24 hours.