Growth · one of three pillars
Attention is not the result. Pipeline is.
Growth is the third of our three pillars, and the only one that gets judged on money. It covers paid media, search, the website people land on, and the measurement underneath all of it. We report on enquiries and pipeline, never on impressions.
Performance marketing
Google and Meta, run against a defined cost per qualified enquiry rather than a cost per click. Campaign structure, creative, audience and landing page treated as one system, because changing any one of them moves the other three.
Search, discovery and AI-search visibility
Being found when someone is looking, whether they type it into a search box or ask an assistant. In practice this is one discipline, not two: crawlable pages that say plainly what the business does, consistent entity information everywhere the brand appears, structured data that machines can read, and presence on the third-party sources these systems draw from. Google's own guidance is that optimising for AI answers is optimising for search — we treat it that way rather than selling it as a separate acronym.
Websites, landing pages and conversion
A website is a sales asset. It is written to qualify leads, not to collect them, so the wrong enquiry is filtered out before it reaches an inbox. Built here rather than by a separate web vendor, because the people answering for pipeline should own the page the money lands on.
Analytics, tracking and attribution
Conversion tracking across forms, calls and messaging. Server-side where the browser cannot be trusted. Consent handled properly. Reporting that says which channel produced which enquiry, in language a founder can act on without a translator.
Monthly measurement and reporting
The measurement layer is run as a standing arrangement, not rebuilt each quarter. Tracking is checked rather than assumed, a report arrives on the same date each month, and when something breaks, it is found by us rather than by a client wondering why the numbers moved.
The rule we do not bend
No media spend starts until a lead is traceable end to end. Ad platforms optimise against whatever you tell them a conversion is, so an untracked funnel does not just hide results — it actively trains the algorithm on the wrong thing. Tracking goes in before budget does, on every engagement. It is the least popular thing we insist on and the one that has saved clients the most money.
Frequently asked questions
Why do you insist on tracking before ad spend?
Ad platforms optimise towards whatever you tell them a conversion is. If conversions are not tracked accurately, the platform is not simply blind — it is being trained on the wrong signal, and the spend goes to the wrong audience.
What is AI-search visibility?
It is whether a brand appears when someone asks an AI assistant a buying question rather than typing it into a search box. Most of the work is the same discipline as search: clean crawlable pages, consistent entity information, and being referenced on the third-party sources these systems read.
Do you build the website as well, or only run the ads?
Both, and deliberately by the same team. Websites and landing pages sit inside the growth pillar because they are judged on whether they qualify a lead.
Growth is one of three pillars. See also Brand strategy and Content and film, or the full services page.