Decide where the money goes before you spend it
Most marketing problems are not execution problems. They are unclear positioning, a budget spread evenly across channels that do not perform equally, and no agreed number that says whether it is working. This is a fixed-fee engagement that settles all three and ends with a plan you own.
Four situations where it pays for itself
- You are spending and cannot tell what works. Ads, social, a website and maybe an agency, with no shared measure of cost per lead.
- You are about to spend. A budget approved for next year and no plan for where it goes.
- You look like your competitors. Same claims, same photos, competing on price because nothing else separates you.
- You are growing into something new. A second location, a new service line, a new city — and the old marketing does not fit it.
What you get at the end
Positioning
Who you serve, what you are best at, and the sentence that separates you from the three businesses a customer is comparing you with.
Customer acquisition plan
How a stranger becomes a lead and a lead becomes a customer, channel by channel, with the gaps in the current path named.
Channel mix and budget
What to spend where, costed at real rates, with the reasoning written down so it can be challenged.
KPI set and reporting
The handful of numbers that decide whether this is working, where each comes from, and who looks at them.
A 90-day roadmap
Sequenced work with owners and dates, split into what we would do and what your team can do.
A working review
A session to walk through the plan, and a copy of everything in a format you can edit as things change.
| Part | The question it answers | What you can do with it |
|---|---|---|
| Positioning | Why us rather than the other three? | Rewrite the website, ads and sales conversation around one claim |
| Acquisition plan | How does a stranger become a customer? | Find the step that is leaking and fix it first |
| Channel budget | Where should the money go? | Stop spreading spend evenly across channels that do not perform equally |
| KPI set | How do we know it is working? | One report everyone agrees on, monthly |
| 90-day roadmap | What happens first? | Sequenced work with owners and dates |
How the engagement runs
- Discovery. A working session with you and anyone who owns part of the customer journey. What you sell, who buys, what the last two years looked like.
- Evidence gathering. Your analytics, ad accounts, call records, reviews and CRM if you have one. We would rather use your numbers than industry averages.
- Market and competitor analysis. Who else the customer is considering, what they say, what they charge where it is public, and where the space is.
- Draft and challenge. We bring the draft, you argue with it. The plan should reflect the business you actually run.
- Final plan and handover. The written plan, the budget model and the roadmap — yours to execute with us, with another agency, or in house.
How leads typically arrive from Ads and from SEO
Illustrative — not client dataRelative lead flow, not a forecast: ads switch on within days and hold steady with budget; SEO starts slowly and keeps growing without per-click cost. Most clients run both, in sequence.
What this is not
It is not a retainer in disguise. The plan is useful whether or not you hire us to run it, and we will say plainly where your team can do the work more cheaply than we can.
It is not a forecast dressed up as a promise. We will model what a budget could reasonably produce based on your own numbers, label the assumptions, and refuse to guarantee an outcome that depends on your pricing, your capacity and how fast you answer the phone.
And it is not a slide deck. The deliverable is a working document with a budget model attached.
Strategy questions
How much does it cost?
A flat fee quoted after a short consultation, based on how many services and locations are in scope and how much data already exists. You get the number before you commit.
How is this different from the free audit?
The free audit is a review of what is visibly wrong with your website, profile and ads. The strategy engagement decides what the business should do next and what it should cost.
Do we have to hire you to execute it?
No. Plenty of the roadmap can be done in house, and we mark which parts. If you do want us, the plan becomes the scope.
How long does it take?
It depends mostly on how quickly we can get the account access and the numbers. We agree a schedule at the consultation.
Does it cover operations as well as marketing?
It can, and that is often where the real constraint is. If the problem is that you cannot service more work, we will say so, and our business consulting side picks it up.
Book a strategy consultation
Tell us what you are trying to grow and what you are spending now. The consultation is free, and it ends with a fixed fee and a scope — or an honest answer that you do not need this yet.