Every engagement starts the same way: we build a model of how your business actually acquires and keeps customers. Not a forecast — a model, built from your own data, that shows what a customer costs, what one is worth, and what the two together imply about the growth you can afford. What we recommend after that depends entirely on what the model says.
Model your SaaS business
For a SaaS business we start with your acquisition channels and your churn rate. Churn determines average customer lifetime, lifetime determines what a customer is worth, and that number sets the ceiling on what you can pay to acquire one. We model the trajectory of the business as it currently runs, then work out which channels clear the bar and which don't. A monthly churn rate above 5% usually means the growth problem isn't acquisition at all — it's retention, and no channel test will fix it.
Model your eCommerce business
An eCommerce business lives and dies on new customer acquisition and on what happens to those customers afterward. Our first step is to model new versus returning customer trends alongside your current marketing, so repeat purchase behavior gets valued properly rather than treated as a bonus. This matters because it changes what you can afford: a business with genuine repeat rates can outbid one without them for the same customer, and most operators are bidding as though every order is the last one.
Once the model exists, every channel becomes a ranked question rather than an opinion — including channels you've never run, which we can often price before you spend anything. From there the work is a loop: assess, identify the highest-value lever, design a test sized so the result is actually readable, measure, repeat. That last part is where most marketing testing fails. A test that's too small or too short doesn't produce a wrong answer — it produces no answer, and the channel gets written off on evidence that was never there. We calculate required scale and duration before spending, and if the budget won't support a readable test, we say so rather than run it anyway.
1. Analyze Unit Economics
We start out by looking at the economic value that ads such as Google Ads PPC can provide to your business. We look at the average value that each new customer adds to your firm and compare this against the existing costs and expected costs of PPC and other ad channels.
2. Assess Your Performance
We will perform an audit on your past Google Ads PPC and advertising performance. We will look at your past spend and clients by campaign, keyword, ad, landing page and other factors to find out how to best drive your ads to create profitable growth for your firm.
3. Find Waste & Opportunities
During the audit we typically find opportunities for improvement. We often find tracking issues or places where you don't have full information on how your advertising spend is driving new business. We take both of these pieces of information to create a plan to improve your performance.
4. Ongoing Management
Our ongoing Google Ads PPC and ad management processes contains business reporting that lets you know what value you are getting from your ads. We don't focus on clicks, or impressions - just valuable leads and new clients and customers.