Solution
Paid campaigns judged on qualified enquiries, not impressions
Search, social and retargeting built around a cost-per-qualified-lead you agree to in advance — with conversion tracking wired properly before a single dollar is spent.
Why this exists
The business problem
Most paid accounts we inherit are optimising toward the wrong thing. Conversions are counted as any form fill, any phone tap, sometimes any thank-you page view — so the platform faithfully buys more of the cheapest, least qualified action available.
Underneath that sits broad match with no negative list worth the name, one campaign covering services with wildly different margins, and landing pages that send every click to a homepage that answers nobody's specific question.
The reporting then looks healthy while the sales team quietly stops trusting the leads. Spend continues because nobody can prove it should not.
Fit
Who this is for
A good fit if
- Businesses with proven demand who need volume faster than SEO can deliver
- Companies with a defined service area or target account list
- Teams that can respond to enquiries within the hour during business hours
- Advertisers already spending who suspect the numbers are flattering
Probably not a fit if
- Businesses with no capacity to handle additional enquiries
- Anyone unwilling to install conversion tracking or share CRM outcomes
- Budgets too small to gather meaningful data in the category — we will say so honestly
Scope
What is included — and what is not
Scope written plainly, so there is no argument later about what was assumed.
Account and conversion audit
Existing structure, tracking accuracy, wasted spend and match-type discipline, documented before we change anything.
Conversion tracking rebuild
Real conversions only — qualified form submissions, tracked calls over a duration threshold, booked appointments. Offline conversions imported from CRM where possible.
Campaign architecture
Structure by service, margin and intent so budget can be moved deliberately rather than averaged across everything.
Keyword and audience build
Intent-mapped keywords with a maintained negative list; audience layers built from your actual customer profile.
Creative and ad copy
Ad variants per service and objection, refreshed on a schedule rather than left to fatigue.
Landing page alignment
Each campaign points at a page that answers that specific search. Built with the Websites & Conversion team when new pages are needed.
Bid and budget management
Weekly optimisation against cost per qualified lead, with pacing controls and seasonal adjustment.
Reporting on outcomes
Spend, qualified leads, cost per qualified lead and pipeline contribution where your CRM supports it.
Explicitly not included
- Guaranteed lead volumes or guaranteed cost per lead
- Ad spend — media budget is paid directly to the platforms, never marked up through us
- Click-farm, bot or incentivised traffic of any kind
- Managing campaigns without conversion tracking installed
- Organic SEO work (a separate solution)
How it works
The working process
Audit and baseline
Week 1Account review, tracking verification and an honest read on whether paid is the right first move for your budget.
Tracking and measurement
Week 1–2Conversion actions rebuilt, call tracking installed, CRM handoff confirmed. Nothing launches before this is verified.
Build and launch
Week 2–4Campaign structure, keyword and audience build, creative, landing page alignment, then a controlled launch.
Learning phase
Week 4–8Deliberate data gathering. We resist over-optimising while volumes are still too small to be meaningful.
Optimise and scale
OngoingWeekly management against cost per qualified lead, with budget moved toward what the CRM says is actually converting.
Measurement
KPIs we monitor
We report on the numbers that survive contact with your sales team.
Cost per qualified lead
Spend divided by leads your team marked as genuinely qualified — not raw form fills.
Qualified lead rate
Share of total conversions that pass qualification, by campaign and by keyword.
Tracked call volume and duration
Calls from ads, filtered by a minimum duration so wrong numbers do not inflate the count.
Impression share lost to budget
How much available demand you are missing purely because the budget cap was hit.
Search term waste rate
Percentage of spend on queries outside your intent set, tracked down month over month.
Pipeline contribution
Opportunities and closed business attributable to paid, where CRM data allows the link.
Expectations
Realistic timeline
Paid media produces data quickly and reliable conclusions slowly. Both matter.
Tracking rebuilt and verified. No launch until conversions are trustworthy.
Live campaigns gathering data. Early cost per lead is usually the worst it will be.
Meaningful optimisation begins. Waste falls first, qualification rate improves next.
Scaling decisions based on CRM outcomes rather than platform-reported conversions.
Where it applies
Relevant industries
Commercials
What this costs
Published bands rather than a quote on request. Where you land inside one depends on scope, and it is confirmed in writing before anything begins.
Paid Media
$3,500–$6,000/mo
Monthly management and delivery fee. Media budget and third-party software are billed separately and never marked up through us.
Relevant packages
Productised starting points that bundle several services. A package is never priced above what its component services would cost separately.
Local Growth
Add paid demand, landing pages and tracked follow-up across up to three areas.
View packageLaw Firm Pipeline
Paid search, practice-area pages and tracked intake working as one system.
View packageGrowth Essentials
A steady monthly programme across website, search and follow-up.
View packageTraction Engine
Prove one acquisition channel properly before adding a second.
View packageFull-Funnel Growth
Demand, content and conversion coordinated across the whole buying committee.
View package- Bands are monthly management and delivery fees. Media budget, software, hosting and other third-party costs are billed separately and never marked up through us.
- Where a service is quoted inside a package, the package price applies — a bundle is never priced above what its component services would cost separately.
- Final position inside a band depends on scope, market and current baseline, and is confirmed in writing after a discovery call before anything begins.
- Larger or bespoke scopes are quoted individually from discovery rather than from a standing band.
- Media spend (Google Ads, Meta, LinkedIn, or any other paid platform) is billed separately by the platform and is not included unless a package explicitly says otherwise.
- Software, hosting, domains, call tracking, review platforms, backlink or placement purchases and other third-party costs are separate unless explicitly included.
- Results are not guaranteed. We do not publish or promise lead volumes, rankings, revenue or ROAS.
- Final scope depends on your market, geography, competition and current baseline. Scope is confirmed after a discovery call.
- “Starting at” pricing represents the minimum typical engagement for that package, not a fixed quote.
Questions
Frequently asked
Proof
Paid Media engagements
Labelled by evidence type: a verified result carries measured figures, a showcase is real work published without figures, and a capability model is a system we run, never a client account.
The intake gap: paying the market's highest cost-per-click while only 40% of firms answer the phone
Legal is the most expensive vertical in paid search. It is also the vertical where the largest published performance gap sits after the click, not before it. This model sizes the recovery available from fixing intake before adding a dollar of media.
Paid SearchLocal SEOLanding PagesVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Construction & ContractingTwo locations, two Google profiles, one lead-scoring model that tells the crew which job to call first
A regional roofing and building-services contractor was running paid search and Meta against a website that published the wrong office address sitewide, with leads landing unranked in a construction CRM. We rebuilt the site, separated the two locations in local search, and built a scoring model that sorts every inbound job into *urgent / when-you-can / another-day* before anyone picks up the phone.
4.8Google rating, primary profileWeb DevelopmentLocal SEOGoogle Business ProfileCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Construction & ContractingGeneral contracting has one of the lowest conversion rates in home services — here's where the model puts the money
General contracting converts paid search clicks at 2.61% against a home-services average of 7.33%, which pushes cost per lead to $165.67. The model treats that as a qualification problem rather than a media problem.
Paid SearchLocal SEOContentGet a paid media audit
We review your account structure, conversion tracking and search term waste, then tell you what we would change and what we would leave alone.