- 01
Agree what a good lead actually is
Before we wire anything, we sit down with you and write out what separates a customer from a time-waster in your business — the job types, the suburbs, the budgets, the questions a real buyer asks. Everything below is only as good as that definition, and it comes from you, not from us.
- 02
Count each conversion as itself
We count calls over sixty seconds, form submissions, bookings, live chats and purchases separately, and put a value on each. Until somebody gets that right, the bidding chases whatever is cheapest to produce, and cheap is rarely the job you wanted.
- 03
Send conversions from the server, not just the browser
Meta's Conversion API and server-side tagging report events that never reach the browser-side pixel, because ad blockers, tracking prevention and lost sessions take a share of them. We give both copies a shared reference so the platform merges them rather than counting twice.
- 04
Upload the customers, not the enquiries
We send your actual paying customer list to Meta and Google as hashed emails and phone numbers. That is how the platforms learn the difference between somebody who filled in a form and somebody who paid an invoice.
- 05
Build lookalikes from buyers
An audience modelled on five hundred paying customers behaves very differently to one modelled on five thousand form fills. Quality in, quality out — and the second list is the one most accounts are quietly using.
- 06
Connect the CRM so the outcome travels back
When a lead changes status in your CRM — qualified, quoted, won, lost, junk — that outcome can be sent back to the platforms: won as a high-value event, junk as a negative signal. We are connecting these uploads now; until your account reports them, bidding learns from real calls and forms.
- 07
Match closed deals back to the click
Once connected, CRM outcomes are matched back to the original click ID, so Google can put the revenue against the exact keyword, ad and campaign that produced it — not against the last form load before it.
- 08
Move the bidding from conversions to conversion value
Once the values are flowing we change the target: from “get me the most enquiries” to “get me the most revenue”. Enhanced conversions and first-party data keep the matching accurate as third-party cookies disappear. It only works after the data is real, which is why we put it at step eight and not step one.
- 09
Sweep the waste every working day
We read every search term and placement that spent your money and sort them the same way: cut it, question it, or back it. We cut the terms with no business being there on any spend. The ones that match what you sell but are not converting go to a person, because that is usually a bid or a page problem and cutting it would hide the real one.
- 10
A queue for every change, and a check that refuses
Changes wait in a queue as pending, approved or pushed, and nothing pushes itself. Every change that goes live is written to your change history. On cleaning campaigns, a check refuses any ad pointed at the wrong service page, and tells us why.
