For businesses that close offline
You are buying leads you cannot value.
We join your website, your CRM and your ad accounts into one ledger, so you can see which spend produces customers. Then we bid on that instead of form fills.
The teardown is free. Read-only access. Findings in weeks.
The free teardown / one question
Is what you are being told about your marketing even true, and what is that costing you?
- Looks atYour ad accounts, Your analytics, Your tag manager, Your website
- Does not touchYour CRM. Any data warehouse or BigQuery work. Any pipeline build.
- CostsNothing
A hard time box. If your data cannot answer the question inside it, that is itself the finding.What it covers.
We help established, high-ticket businesses that close offline see which ad spend produces paying customers, and bid on that, without replacing their CRM, their website or their ad agency.
01The problem
Your ad platform is told every enquiry is worth the same. It bids accordingly.
The sale closes weeks after the click, in a consult or an estimate or a meeting. The platform never hears about it. So it optimises toward the only thing it was told about: cheap form fills. The cheap channel looks best. The budget follows.
- 01
Your ad platform is never told about the sale
Tracking was never fully set up, or it has quietly broken. Either way, most accounts we open have not sent a real outcome back to Google or Meta. The platform hears about form fills and nothing after, so every enquiry is worth the same to it.
- 02
The cheapest channel is usually the worst one
Measured by cost per lead it looks best, and the budget follows it. The gap only shows once your CRM is joined to the spend. Until then the budget keeps following the wrong number.
- 03
Whole segments of your enquiries never buy
Your enquiry form already asks the question that predicts it. Your bidding pays the same for them as for your best customers, because nobody told it otherwise.
- 04
Your analytics over-count, and the report is built on them
Forms counted twice, events with no trigger, numbers that do not match your own books. The monthly report is confident and wrong.
The pattern, from the accounts we open. The measured version of it is in the case study.
Why it persists
Not negligence. Structure. The agency sees the ad accounts. The CRM admin sees stages. The web vendor sees uptime. Your bookkeeper sees revenue. Nobody on the org chart is paid to join them, so the one finding that matters sits in the gap between four vendors.
Tracking was never fully set up, or it quietly broke, and each vendor’s report still looked fine. That is the normal state of the accounts we open, and it is where the budget has been going.
02The mechanism
The Outcome Ledger. Four systems that have never spoken to each other, joined.
It needs all four systems at once. The ad agency sees form fills. The CRM admin sees stages. The web vendor sees uptime. The finding that matters is invisible to each of them individually. That seam is the product.
- 01 / The website
- Knows
- Who enquired, and which ad they came from.
- Blind to
- Whether they ever became a customer.
- 02 / The CRM
- Knows
- Who met with you, who was accepted, who paid.
- Blind to
- What any of them cost to acquire.
- 03 / The ad platforms
- Knows
- What was spent, by campaign, keyword and audience.
- Blind to
- Everything after the form. They are only ever told about form fills.
- 04 / Spend data
- Knows
- The certified cost of every day, campaign and keyword.
- Blind to
- Nothing, once it lands nightly next to the other three.
Joined / The Outcome Ledger: one record per enquiry
- Ad
- Click id
- Enquiry
- Qualified
- Booked
- Held
- Won
- + cost of each step
- Follow one enquiry from the ad to the meeting to the sale, with the cost of each step.
- Price each enquiry by what its segment actually produces, not by what the form fill cost.
- Send the outcomes back to Google and Meta, weighted by value, so the bidding optimises toward revenue instead of toward cheap forms.
- Report cost per outcome by channel every month, from numbers that reconcile to your own books.
The method page teaches the logic in full. There is nothing to tease.
03One engagement, measured
What the ledger found, once it existed.
The cost per lead looked fine. Joining the CRM to the ad accounts showed that the majority of the budget had moved into the channel converting at a third the rate, and that no real outcome had reached the ad platform in years.
Measured / a high-ticket B2C services business running two brands, ~$200K/month in paid media
The full arc
- 1What everyone believed
- 2What was actually true
- 3Why nobody caught it
- 4What was built, including the migration
- 5What changed, measured
- 6What is not yet proven
Every number there carries its sample and its period.
04Three ways to engage
Free teardown first. Then the diagnostic. Then build. Then stay.
The order is fixed. Nothing is built before it is measured, and nothing is retained before it is built.
01 / Free teardown. Fixed-fee diagnostic. The front door.
Teardown, then diagnostic
An owner or GM who cannot get a straight answer to “cost per customer by channel, last quarter”, and wants one before spending more.
- Analytics audit$5–12K
- Paid-media investigation$10–20K
Market anchors. Ours is scoped on the call.
Details and value stack →02 / The vacant seat. Retainer.
Fractional CMO and CTO
A business spending real money on paid media with no CMO and no technical owner, where the ad agency grades its own homework. If you also run your own admin portal or internal software, the technical seat is already overdue.
- The retainer function bought separately$50.5–80K / month
- Specialist analytics engineering, hourly$200–275 / hour
Market anchors. Ours is scoped on the call.
Details and value stack →03 / Project-based. The ledger, built.
Full implementation
A business that has had the diagnostic and wants the findings to become permanent plumbing rather than a one-off report.
- Measurement layer (tracking, attribution, outcomes to the platforms, the value model)$69–130K
- Reporting engine, built in-house$68–90K
Market anchors. Ours is scoped on the call.
Details and value stack →
05Legacy site migration
Old website, broken integrations, migrated in a couple of months. Even at thousands of pages.
The site is old. Nobody will touch it. The forms, the tracking and the connections that feed the business have quietly broken, and every fix is a negotiation with a vendor who did not build it. We move it.
Scale is not the blocker
The migration is driven by tooling, not rebuilt page by page. Content is extracted and rebuilt by script, redirects are generated from the old address map, and the pages are checked against the originals. Thousands of pages move in months, not years.
Nothing you rank for is lost
Every old address redirects to its new one. Structured data, titles and the pages search engines already trust are carried across and verified before the switch, so rankings hold.
It pays for itself twice
The migration is the moment tracking gets re-plumbed properly: every enquiry carries its ad into your CRM from the first day on the new site. You get a site nobody is afraid of and measurement that works, in one project.
Reference implementation: a legacy CMS running two brands, moved to a modern stack with redirects, structured data and search rankings preserved, and the staff back office rebuilt alongside it. The client stays anonymous; the specifics are in the case study.
06Fit
Who this is for, and who it is not for.
B2B or B2C, the pattern is the same: the money is decided in a conversation, weeks after the click, and your CRM holds the outcome the ad platform never sees. If that is your sale, this applies to you. The list is illustrative, not exhaustive.
Legal
An intake call, a consult, then a signed engagement weeks later.
Home services
A request, an in-home estimate, then a job sold.
Real estate
An enquiry, a showing, then a listing signed or a deal closed.
B2B services and software
A qualified enquiry, a discovery or demo call, then a signed contract or a quoted order.
Elective medical, fertility, senior living, private education, franchise sales
A consultation first. The decision much later.
Yes / The shape of a good client
One customer is worth five figures, net
The gap between a $0-valued form fill and the real outcome is where outcome bidding pays. If the gap is small, so is the gain.
Paid media is the main lead source
Something to re-steer. There is no budget ceiling.
The sale closes weeks after the click
A consult, an estimate, a meeting, a showing. The conversion the ad platform can see is several steps before revenue.
A CRM exists and is half-used
Outcomes are recorded somewhere. Our job is joining them to the spend. Your analytics exist and are partly wrong; that is the expected state.
You run your own admin portal or internal software
A strong signal. You already own custom software, which means real data, real integrations and a maintenance burden nobody is holding. That is the technical seat we fill.
No / Not the audience
E-commerce, or anything that closes online
If the platform already sees the purchase, there is no gap to close. Outcome bidding has little to add.
Low-ticket
Under four figures per customer the measurement layer costs more than it recovers.
No CRM and no appetite for one
We can migrate you onto one, but you have to want it. Without recorded outcomes there is nothing to join.
Will not grant read access
The teardown needs read-only access to your ad accounts, analytics and website. The diagnostic adds your CRM. No access, no findings.
Also
- Businesses running their own software An admin portal, a management system, an internal tool. We take the technical seat nobody is holding.
- Agencies, under your brand The measurement, reporting and build work your clients ask for and you cannot staff, delivered white label.
The full list, including the red flags, is on the teardown page.
Start
Two ways to start. Both are free.
The teardown is a written read of your measurement stack and your funnel, from your own numbers, in about two weeks. The call is thirty minutes to decide whether a teardown is worth doing.