Method
The method, not the highlight reel.
We would rather show you exactly how an engagement runs than a slide of numbers with the client's name blurred out. This is the framework every account goes through, the standards every report is held to, and the stack we actually run on.
The framework
A ninety-day shape to every engagement.
Weeks 1–2
Audit & instrument
Every account, tracking implementation and reporting number gets checked before we touch a budget. Almost every audit turns up at least one headline metric measuring something other than what it claims to. We fix that first — scaling a number you can't trust just produces a bigger wrong number.
- Conversion event review — deduplicated, value-based, offline import where the sale closes on a call
- Server-side tagging and consent-mode configuration
- Attribution model sanity-check against actual sales data
- Account structure audit against margin and intent, not a template
Weeks 3–6
Rebuild & baseline
Account structure, creative pipeline and landing pages get rebuilt against the corrected signal. Nothing gets called an improvement until there is an honest baseline to improve on.
- Landing pages rebuilt for load speed on a mid-range phone, not a demo laptop
- Creative pipeline set up with a documented brief-to-launch cadence
- Dashboards rebuilt on the corrected signal, shared read-only with the client from day one
- A written baseline — the number we are actually trying to move, agreed before we try to move it
Weeks 7–12
Test & scale
A structured testing cadence across creative, offers, audiences and pages, with a documented read-out on every test — including the ones that lose. Budget follows winners; write-ups make the next test smarter.
- One documented test per channel per cycle, with a clear hypothesis and a kill criterion set in advance
- Geo or budget-split holdouts where platform attribution is doing the reporting
- Losing tests written up, not quietly deleted
- Scaling decisions made against the holdout number, not the platform's own dashboard
Ongoing
Compound
Monthly reporting your finance team can reconcile, quarterly incrementality checks, and a roadmap kept a quarter ahead — on thirty days' notice, never an annual lock-in.
- Monthly report built around blended CAC and contribution margin, platform metrics shown as context underneath
- Quarterly incrementality or holdout re-test, because what worked in Q1 quietly stops working
- A rolling next-quarter roadmap, reviewed with the client rather than delivered as a document
Reporting standards
What every report is held to, regardless of who is reading it.
Blended CAC and contribution margin lead. Platform ROAS is a footnote.
Ad platforms grade their own homework, and more than one will happily claim credit for the same sale. The number at the top of the report is the one your finance team can reconcile against the bank account — everything platform-reported sits underneath as context.
Every test gets a written result, including the losses.
A test that failed and got documented is worth more than a win nobody can explain. Read-outs are dated, kept, and referenced in the next planning cycle.
Dashboards are shared, not summarised.
Clients get read access to the same dashboard we work from, updated on the same cadence we look at it — not a curated monthly export.
What we run on
The stack, so nothing here is a mystery.
Paid media
- Google Ads
- Meta & Instagram Ads
- LinkedIn Ads
- Performance Max
- Demand Gen
Measurement
- GA4 & GTM
- Server-side tagging
- Conversion API integrations
- Looker Studio dashboards
Content & creative
- Landing page builds
- A/B testing
- Reels & short-form video
- Creator sourcing & vetting
Want to see this run against your own accounts?
The audit in weeks 1–2 above is the same one we'll run on your accounts before anything else changes. No slide deck, no borrowed case studies — just what the numbers actually say.