Marketing measured
in booked calls
Demand capture and demand creation running together, reported against pipeline rather than impressions — so you can tell which half of the budget is working.
The approach
Capture the demand that exists.
Create the demand that does not.
Most marketing budgets fail in one of two predictable ways. Either everything goes into capture — paid search, bottom-funnel keywords, retargeting — which works right up until you have harvested every buyer already looking, and then plateaus at a rising cost per lead. Or everything goes into creation — content, social, brand — with no mechanism to catch the interest it generates.
Both halves are necessary and they are measured differently. Capture is judged on efficiency: cost per booked call, and whether that number holds as you scale spend. Creation is judged on whether the capture channels get cheaper over time, because more of the market now knows who you are. Judging creation by last-click attribution is how good programmes get cancelled in month four.
Channels
What we run
Paid search
Google and Bing, structured around intent rather than volume. Tight query control, negative keyword hygiene, landing pages matched to the ad rather than a generic homepage. We would rather run a smaller account that converts than a large one that reports impressions.
Paid social
Meta and LinkedIn, used for what each is actually good at — LinkedIn for narrow professional targeting where the CPM is justified by deal size, Meta for volume and creative iteration. Creative is the variable that matters most, so we test it hardest.
Content
Written to answer the questions your buyers ask before they are ready to talk to anyone. It doubles as the raw material for AI visibility, which is why we do not treat content and SEO as separate line items.
Email and outbound
Nurture for the list you have, cold outreach for the market you want. Proper domain and inbox infrastructure, warmed sending, and sequences that read like a person wrote them — because deliverability is a content problem as much as a technical one.
Landing pages and CRO
The cheapest growth available is usually not more traffic. It is the same traffic converting better. We test headlines, offers, form length and page structure, and we run tests long enough to mean something.
Measurement
Analytics and conversion tracking set up so the numbers are trustworthy: server-side where it matters, deduplicated conversions, and a definition of “lead” everyone agrees on before we start spending.
Reporting
Numbers you can act on
A monthly report that opens with impressions is a report designed not to be questioned. Ours opens with what you spent, what you got, and what we are changing because of it.
We report to the furthest point down the funnel we can see. If your CRM tells us which leads became opportunities, we report cost per opportunity. If it does not, fixing that is usually the first thing worth doing, and it sits squarely in the automation work.
Every month, in this order
- Spend by channel, against plan
- Leads, and cost per lead
- Booked calls, and cost per booked call
- Pipeline created, where the CRM supports it
- What we tested, and what the test said
- What is not working, named plainly
- Next month's changes and why
Questions
Straight answers
What budget do we need for this to work?
It depends far more on your market than on us. In a cheap market a few thousand a month buys real learning; in a market where a click costs forty dollars it does not. On the first call we will estimate what it costs to gather enough data to make decisions, and if your budget is below that we will say so rather than take it and report impressions.
Do you need a long contract?
No. Paid channels need roughly ninety days to produce a trustworthy signal, so we ask you to plan for that honestly, but we do not lock you in to get it. If it is not working we would rather fix it or end it than hold you to a term.
Who owns the ad accounts and data?
You do, always. We work inside your accounts, your analytics and your CRM. If we part ways you keep every account, every audience, every creative asset and all the historical data, with no export request needed.
Will you work with our existing in-house team?
Often, and it tends to work well. We are usually strongest on strategy, technical setup and the channels your team does not have time for, while they keep the brand and product knowledge that no agency acquires quickly.
How does this connect to the AI visibility work?
Content produced for marketing is the same content that makes you quotable, and the landing pages built for conversion are the pages assistants read. Running them together means one piece of work serves both, which is the main reason we do not sell them as separate retainers.
Want to see where you stand?
We will run your prompt set through the major assistants and send back what they currently say about you — free, and yours to keep.
Request my free audit