Attract

Count on six to twelve weeks before the pattern becomes visible, and longer before it fully pays off. What you often see first is not a stream of enquiries from the prospecting itself, but your search campaigns running cheaper: people who have already seen your name click more often and hesitate less. I measure that effect separately, otherwise it gets credited to the wrong channel.

Because in prospecting you pay for reach among people who don't know you, and a single impression does nothing. You need enough budget to reach a defined audience several times a month. Spread less over the same audience and you buy a thin layer of impressions nobody remembers — and then measure that it doesn't work.

By who you need to reach, not by what is fashionable. Sell to consumers or to small businesses where the owner decides, and Meta is almost always cheaper and broader. Need a specific role in a specific type of company, and LinkedIn is dearer per click but far more precise, which you earn back on the quality of the enquiries. That choice is made in the advisory call, with the numbers on the table.

One per audience or per service. An installation company selling both heat pumps and maintenance contracts needs two completely different stories — and a visitor landing on the wrong one drops out however good the ad was. Three is not a target: if two is enough, we build two.

Then we make it. Ads are built from what you already have — photos of your work, your team, your product — topped up with AI where that is faster or better. Simple video ads can be added when we expect them to help performance. Extensive video production falls outside the package and can be bought separately.