Clicks are cheap.Customers are the brief.
Start a project↗PerformanceMarketing
Every channel, one number.Agreed before the spend starts.
Every channel held to the same target cost per acquisition rather than to its own vanity metric — planned against your funnel, measured end to end, and moved on what the numbers say.
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Full-Funnel Strategy
Channels planned as one budget against one funnel, so they stop bidding against each other for the same customer.
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Cross-Channel Budget Planning
Spend allocated by what clears the target, reviewed monthly — and moved, rather than defended because it was last quarter's plan.
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Conversion Tracking Setup
One definition of a conversion across every platform. Without it, each channel reports its own version and none of them reconcile.
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Landing Pages & CRO
The page the click lands on, tested against the ad that paid for it — because the cheapest conversion is the one you stop losing.
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Attribution & Reporting
GA4 and your CRM read together, reported against the number your board asks about rather than the one that flatters the agency.
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Continuous Testing
One variable at a time, so a result can be attributed to something. Everything else is a story told after the fact.
Agree the number.Then go and move it.
- 01
Baseline
What a qualified lead is worth and what it currently costs. Written down before anything is spent, so there is something to beat.
- 02
Plan
Channels and budget split against one funnel, each with the one number it is accountable for — agreed with you, not presented after.
- 03
Launch
Campaigns, creative and tracking live together, so day one already reports properly instead of being backfilled later.
- 04
Compound
Monthly review against the baseline. Budget moves toward what is working; the rest is cut rather than defended.
Pick the number.We will own it.
# Quarter plan ## The numberQualified leads, at a cost agreed up front. ## Channels- Paid search -> capture existing demand- Paid social -> create it- Lifecycle -> convert what we already have ## Measured onGA4 + CRM, one dashboard, reviewed monthly. <!-- baseline agreed before spend -->