Methodology
How we run a project
SEO and ads bring demand, the site turns it into enquiries, analytics shows what worked, and the decisions go back into the ads. The stages are linked: skipping any one of them stops the next.
Stages of work
Four stages, each preparing the data for the next
The order of the stages cannot be changed: each one prepares the data for the next. Without any of them, the following stage runs without data.
- 01
Demand
SEO and Google Ads collect the whole of the demand: one keyword set, one structure, one funnel. We measure the path from query to enquiry and the money at every step.
- 02
Site
A visitor from an ad lands on a page that answers their query: a landing page per service or product group, a clear form, speed, a mobile version. The audit shows where people leave without making an enquiry.
- 03
Data
GA4, GTM and a funnel dashboard. Goals are split by value: a form, a call and an order are counted separately because they are worth different amounts.
- 04
Decisions
We optimise by enquiry quality and return on spend. What the data confirms gets more budget, and the next cycle of work costs less.
Decisions from the fourth stage change the first one, and the next cycle of work costs less than the one before.
Why ads alone do not fix it
The limit moves from one stage to another
The budget runs into the weakest stage, and most often that is not the ad account. So the audit looks at all four and says plainly which one is holding your result back.
Ads without a ready site
The traffic is paid for, but no enquiries come: the visitor does not find an answer to their query on the page, the form gets lost, the mobile version is slow. The limit is on the site, and raising bids only sends more people to the same page.
Ads without split goals
A form, a call and an order are counted as one number, and the algorithm faithfully optimises for the cheapest of them. Cost per conversion falls while revenue stays flat. Until goals are split by value, decisions are made on an average.
Principles
Rules that do not change between projects
Decisions are made from data
We work through the product, the unit economics and the goals before launching anything. We name a budget once the economics are calculated, and give a realistic range.
Reporting in real time
The dashboard shows traffic, conversions, cost and result in real time. Decisions are made during the month, without waiting for it to close.
Test first, budget second
A new campaign, market or site section starts on a limited budget and is measured. More money goes to what the data confirms.
The method stays with you
The project plan, the checklists, the decision logic and the account access are yours to keep. They work without us.
Contact
Which stage to start from — we will say after the audit
We will look at the ads, the site and the analytics. We will show which stage is losing the result and say where to start.
Or write to us directly