Work

A retained desk, not a campaign factory.

Every engagement starts with access, not a moodboard. We will not write ads until conversion tracking is honest. The notes below are how that looks in practice — sectors named, companies not.

Sequence

What the first ninety days actually contain.

A working session at the table — Days 1–14 start with the accounts open

Days 1–14 — Access and audit: We take admin on the ads accounts you already own, read the last ninety days of delivery, and walk the live site with the form or checkout open. Analytics, consent, phone handling and the CRM are on the same list. You get a written audit: what is measurable, what is guessed, and what must be fixed before extra spend.
Days 15–30 — The 90-day plan: Channel mix, offer, audiences, landing work and a testing calendar. Creative is briefed against the offer, not against a brand film. You approve the plan before a pound of extra media is committed. If the unit economics cannot support a test, we stop here.
Days 31–90 — Buying and weekly notes: Named buyer on the account. Weekly notes are short: what we changed, why, and what we will not touch yet. The monthly pack is the ledger we use internally — spend, results, cost per qualified enquiry, and a plain sentence on what we believe.
After day 90: Retainers run month to month with 30 days’ notice. There is no annual lock-in. If a channel should be paused, we pause it rather than keep the line item warm.

Engagement notes

Three desks. No invented awards.

We do not publish client logos without a written say-so, and we do not invent case-study brands. These are how the work tends to look, with the identifying details left out.

Northern retail · catalogue

Feed, margin, then bids

A regional retailer with a working warehouse and a noisy Shopping campaign. We rebuilt the feed, cut SKUs that could not carry CPA, and moved budget onto the titles that already converted. Reporting went to finance as cost per fulfilled order, not “ROAS as a vibe”.

Home services · inbound

Forms were not the bottleneck

A trades business was buying search into a form nobody rang back. We instrumented call handling first, killed the cheapest (and emptiest) keywords, and wrote the landing page around the job, the postcode, and the next available slot. Volume dropped. Booked jobs did not.

Training · membership

Longer consideration, no fake clocks

A membership offer with a twelve-week think-about-it cycle. We stopped the countdown timers, built an email path from a lawfully held list, and used paid only to people who had already asked for the syllabus. Creative fatigue showed up in week six; we had a second concept ready.

Cadence

What you receive every month, without a decoder.

Spend by channel and campaign, against the plan you approved.
Results as you define them — purchase, booked job, qualified enquiry — not a blended “conversion” we invented.
What we changed, what we left, and what we will test next.
A short note on tracking health and consent. If the banner is broken, the pack says so.

Calls are with the buyer and the person who wrote the pack. There is no separate account manager translating the work into slides.

Send a brief