Longer cycles
On the B2B accounts seen here, sales and marketing disagreed about lead quality because nobody had written down what qualified meant, and attribution broke because the sales cycle outlived the analytics window. Twenty leads that never qualify cost more to process than three that close, and most reporting cannot tell you which you have.
Free, written by a person, yours to keep either way.
Certified across the platforms we buy on. 150+ businesses, 7 years.
A six-month sales cycle is longer than most attribution windows. Without lead source captured at the enquiry and carried into the CRM, the channel that produced the customer is genuinely unknowable by the time they sign.
Several people research at different times with different questions. The person who first searched is often not the person who signs, which changes what content has to exist.
A search with forty monthly searches can be worth more than one with four thousand, if the forty are buying something worth six figures. Volume is close to irrelevant as a way of choosing searches.
The order matters more than the list. Doing the right things in the wrong sequence is how budgets get spent with nothing to show.
Common mistakes
Ad platforms will happily produce more leads at a lower cost by finding worse ones. If the target is raw form fills, quality is guaranteed to fall.
A B2B enquiry that is not ready today may be ready in five months. With nothing in between, they will have forgotten you and started the search again.
The high-volume term is usually informational and full of students, competitors and job seekers. The low-volume term is the one with a budget behind it.
If the first number in a marketing report is impressions, the report does not want to lead with leads.
Google Ads
2,410
conversions at £19.21 each
£46.3K spend at a £0.57 average cost per click.
SEO
9.94K
organic clicks
406K impressions.
Real accounts, anonymised by client agreement. Currency as recorded in the account. Movement varies by market, budget and starting position.
Questions
Email flows triggered by what people actually did: a form sent, a quote ignored, a cart left, a customer gone quiet. Built once, working every day after that.
Google, Meta and Microsoft ads run as one budget against one cost per qualified lead. No retainer: you pay for leads that meet a definition agreed in writing.
SEO for businesses that want calls, not a traffic chart. We find the searches with money behind them, fix the pages that should win them, and report enquiries.
Next step
Free, written by a person, and yours to keep whether you hire us or not.
Free review
A 50% increase in 90 days, or you get a refund plus $1,000. Yours to keep whether you hire us or not.
