Before we touch your campaigns, we make sure every result can be measured. Judge a campaign on the wrong number and it only gets better at the wrong thing.
What we report
+27%booking calls · taxi client
Your account is spending. The click cost is fine, the click count is fine, and you still cannot say which campaign paid for itself last month.
One client, one year
A taxi company buying phone calls, with no way of knowing which calls became rides. We changed what counted as a call worth having before we changed a single advert.
What counted as a result
BeforeAny phone call
AfterA call that became a ride
What changes
Each answer is checked against revenue, not against clicks.
You can say
Separately from YouTube, separately from Shopping, measured through to revenue rather than to a click.
You can say
Not which bring traffic. The two lists overlap less than anybody expects, and the gap is usually where the budget is going.
You can say
It moves weekly, toward what earns. You get the reason each time, in a sentence, before it happens rather than after.
You can say
Including when to stop advertising altogether. If the arithmetic says the channel cannot work at your margin, we would rather tell you in month one.
~4 secper search
How it runs
Nobody rebuilds your campaigns in week one. A campaign rebuilt before the measurement is fixed just produces wrong answers sooner.
Measurement first
What a customer is worth, what you can afford to pay for one, and which of your conversions are currently being counted twice.
Decide what counts as a result (a sale, a booking, a call over a set length), make sure it is recorded even when browsers block tracking, and bring in sales that close later by phone or email.
The reported number set against what you actually took. Where they disagree we fix the measurement, not the report.
Then the ads
Structure, search terms, budgets and bidding, against a number that now means something. Starting here instead of at step one is why so many first quarters turn into guesswork.
What is included
FAQ
Less than you'd expect at the start. The first few weeks are about finding out what a customer really costs you, and the budget only goes up once that number is one you're happy to pay. If Google Ads doesn't make sense for your margins, we'll tell you.
Partly. Performance Max is Google’s automated campaign type, and you will never see inside it the way you can with Search; that is the trade it makes. What you can control is what it aims for, and feeding it what each customer is really worth, rather than a raw count of conversions, is the change that usually matters.
Probably that we will show you a number that looks worse before it looks better, and explain why. The previous reports were not necessarily dishonest. They were counting things that were easy to count.
Four weeks to the first honest answer, and about three months before Google’s automatic bidding has enough reliable sales data to do its job well. A transformation promised in three weeks usually just means spending more.
Your turn
Tell us about your business and the account in about five minutes. Within a working day we will tell you whether it is measurable, roughly what it would take, and whether we are the right people for it.
