Results-driven marketing and advertising
Advertising judged on what each customer costs you.
We run your marketing and advertising end to end, from the strategy and the ads to the landing pages and the tracking. We start with Facebook and Instagram, then add Google, YouTube, ChatGPT ads, press releases, and email and text as your business needs them. All of it is judged on what a new customer costs you, so your budget moves toward whatever brings customers in.
Ask most owners what they spent on ads last month and they’ll know to the dollar. Ask what a new customer cost them and the room goes quiet, because the ad platform reports clicks, the website reports form fills, and the sale happens on the phone or in the store where nobody ties it back to an ad. We connect those three, so every dollar you spend can be traced to the customers it brought in, and the dollars that brought none can be stopped.
The ad decides who sees it.
Meta now uses what an ad shows and says to choose who sees it, so the creative does much of the targeting. We make ads built on different ideas about why someone would buy, and we test them against each other with real money and a rule, agreed in advance, for when a test is finished. Ads that bring customers in at your target cost keep running and the others are switched off. Then we test new ideas against the winners, so there’s always a fresh idea in the test.
- Product
- Offer$
- Story
- Demo
Budget follows customers.
We regularly look at what each campaign, audience and ad brought in, counted in customers and what they cost. Spend that reaches your target keeps its budget and gets more. Spend that misses it is cut, and the report shows you where it went.
New customers to break even: 10 a month
From $3,000 a month of spend, each customer worth $320 to you in the first year. Put your own figures in the calculator below.
What can you afford to pay for a customer?
This is the number we manage your advertising against, so it’s worth working out first. Put in your own figures. The ones shown are examples.
You break even at $320 per new customer.
If a new customer costs less than this, the ads that found them have paid for themselves within the first year. Your target usually sits below it, so there’s profit left over, and we’ll set it with you.
At $3,000 a month, you need 10 new customers a month to break even.
Break-even cost = first sale × gross margin × purchases in the first year. It leaves out repeat business after the first year, which only makes the real number higher. What you type stays on this page.
Then every channel your customers use.
Once Facebook and Instagram are working and measured, we add the channels where your customers already look, one at a time. Each is judged on the same number, so they compete for budget fairly.
- 01FacebookFinds new customers who look like the ones you already have, and brings them to a form, a call or a message.
- 02InstagramShows what you sell in photos, Reels and Stories to the people most likely to buy it.
- 03Google Search and Performance MaxPuts you in front of people who are already searching for what you sell.
- 04YouTubeVideo that reaches people before they search, so they know your name when they do.
- 05ChatGPT adsYour ad appears with ChatGPT’s answer when someone asks it about what you sell.
- 06Press releasesYour news, written and sent to the outlets that cover your field. The coverage it earns builds links that Google and AI answers pick up.
- 07Email and text to your existing customersFor repeat sales from people who already trust you.
We build the page the ad sends people to.
An ad can only be as good as the page it lands on. We design and build those pages ourselves, fast on a phone and written for the one offer in the ad, and we set up what happens after someone responds. The form goes straight to the right person, a missed call gets a text back, and every lead is logged with the ad that sent it.
Every lead is followed from the ad to the sale.
- Ad seen
- Ad clicked
- Page visited
- Form, call or message
- Sale
We tag each step so a sale in your CRM or till can be matched to the ad that started it. That match is what lets us judge your advertising on customers, and it’s also what Meta and Google need to find more people like the ones who bought.
The tracking is set up in your own accounts.
Then we turn it up.
When a campaign keeps bringing customers in under your target, we raise its budget in steps and watch the cost at each step, so your spend grows only as fast as the results hold.
A report in your numbers, every month.
Each month you get one page that says what you spent, what it brought in and what we’ll change next. It’s written in sales and costs, and every figure links back to the account it came from.
| Channel | Spend | Leads | Cost per lead | New customers | Cost per customer | Revenue |
|---|---|---|---|---|---|---|
| Your break-even | $3,000 | 10 | $320 |
Sample layout. The empty cells fill from your ad accounts and your sales; the last row is your own break-even from the calculator above.
How we start
- 01 / First call
We talk.
Tell us what you sell, what you spend now and what a customer is worth to you, and we’ll say what we’d do first.
- 02 / Audit
We go through what’s there.
We read your ad accounts, tracking and landing pages and write down what’s working and where money is leaking.
- 03 / Set-up
We set it up.
Tracking comes first, then the first campaigns, ads and landing pages, all built around your target cost per customer.
- 04 / Every month
We run it and report.
We keep testing and adjusting the campaigns as the numbers come in. You get a report every month and a call whenever you want one. Before we start, you get a written quote for the monthly fee. It’s fixed for the work it describes, and any change to that work is quoted in writing before we make it. The report shows your ad spend on its own line, apart from our fee.
How we report results
We report our Meta ads agency work in numbers you can check yourself. Every figure comes from your own ad accounts and sales records, and the one we answer for each month is what a new customer cost you.
Questions owners ask
How much should I spend on ads?
The smallest ad budget we take on is $1,000 a month. Some channels and engagements need more before a test gives a clear answer, and how much more depends on what you sell and what a customer is worth to you. Use the calculator above, and we’ll suggest a starting budget on the first call.
How soon will I see results?
That depends on what you sell, how much you spend and how often people buy, so we don’t promise a date. On the first call we’ll give you the plan instead: what we’ll test first, how much spend each test needs to give a clear answer, and when we’ll go through the numbers with you.
Can you guarantee results?
No honest agency can, because the platforms change and so do your customers. What we promise is that you’ll see every number, and that spend which doesn’t bring customers gets cut.
Who owns the ad accounts?
Your business does, from the first day. The ad accounts, pixels and tracking are set up in your name, so the data and the history it builds stay with you. If you already run ad accounts, we work inside them with the access you give us. Ending the arrangement takes 30 days’ notice, and at the end we hand over every login and our notes on what’s running.
Do you make the ads?
Yes. Images, video and copy for every placement are part of the work. We test them regularly and replace the ones that fall behind, so your ads keep performing at their best.
Is there a contract?
The terms are agreed in writing before any work starts: what we’ll run, the monthly fee, how ad spend is paid and how the arrangement ends.
What does a customer cost you today?
If you know, tell us and we’ll tell you how we’d bring it down. If you don’t, that’s usually the first thing we fix. Talk to us about anything, from one campaign to the whole marketing budget, and you’ll get a reply from someone who runs campaigns, with what we’d do first.
A person who runs the campaigns reads every message, and we reply within one business day.