The problem
Most marketing spend in small and mid sized businesses is unmeasured. Money goes into several channels, enquiries arrive, and nobody can say which spend produced which customer. So budget is allocated by habit or by whoever presented most confidently.
The tracking is usually broken in a specific and fixable way: form submissions are not recorded as conversions, phone and WhatsApp enquiries are invisible, and nothing connects an enquiry back to the campaign that created it.
What we do first
Measurement, before spending anything. Conversion tracking on every enquiry route, including calls and WhatsApp. First touch and last touch attribution stored against each lead. Only then do we choose channels.
That order matters. A month spent fixing tracking usually saves more than a month of extra budget.
How we work
- Audit and instrument. Tracking, attribution, and a baseline of current cost per enquiry by channel.
- Strategy. Where your buyers actually are, which is often not where the industry assumes.
- Build. Campaigns, creative, copy and landing pages built to convert rather than to win awards.
- Optimise weekly. Reallocating budget toward what produces enquiries that close, not enquiries that merely arrive.
- Report monthly. Cost per enquiry, cost per qualified enquiry, and revenue where your sales data allows us to connect it.
Who this is for
Businesses spending, or about to spend, thirty thousand rupees a month or more, who want to know what that money produced.
Measurement before money
Most accounts we inherit are broken in the same specific way. Form submissions are not recorded as conversions. Phone and WhatsApp enquiries are invisible. Nothing connects an enquiry back to the campaign that created it.
The platforms then optimise toward the wrong signal, which means the algorithm is confidently spending your budget on the wrong people.
We fix that first, every time. It is unglamorous and it is usually the single highest return work in the engagement.
Attribution in a WhatsApp market
In India a large share of enquiries move to WhatsApp before they convert, which breaks conventional attribution.
We store first touch and last touch against each lead in a first party cookie, pass it through the enquiry, and use click to WhatsApp tracking so a conversation can still be traced to the campaign that started it.
How we charge
A flat retainer based on the work, never a percentage of ad spend. A percentage rewards an agency for spending more of your money, which is precisely the wrong incentive when the goal is to reduce cost per enquiry.
You keep ownership of every ad account, pixel and property. We work inside your accounts, not ours, so leaving us does not mean losing your history.
Landing pages are usually the cheapest win
Most inherited accounts send paid traffic to the homepage. A visitor searching for one specific service arrives at a page about everything and has to hunt.
Sending that click to a page built for that search, with one clear action, typically improves conversion more than any bidding adjustment. We build those pages as part of the work rather than treating them as somebody else's problem.
Choosing channels on evidence
We usually start with paid search, because intent is explicit and data arrives within days. What converts there then informs what we build organically, which takes months but does not stop when the budget does.
Paid social suits categories where the buyer is not actively searching yet. LinkedIn works for high value B2B and is wasteful for low ticket consumer products. We will tell you when a channel your competitors use is a poor fit for you.
Reporting
Cost per enquiry, cost per qualified enquiry, and revenue where your sales data allows the connection. Alongside those, what we changed and why, and what we are testing next.
If a month goes badly you will hear it from us with the reasoning, not discover it in a quarterly review.
