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Six stages · Discover to Scale

Six stages, in order. Measurement comes before scale.

Most wasted ad spend comes from skipping steps: scaling before tracking works, or building campaigns before understanding the offer. Here's exactly how an engagement runs, and what we need from you at each stage.

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Why the order matters

Skipped steps are where budget leaks.

Each stage exists because of a problem we see again and again. Here's the problem, the real cause, and what the process does about it.

  1. Problem 01

    Budget goes up, but leads don't follow.

    Real cause

    Scaling started before anyone checked that conversions were counted correctly.

    Our fix

    Tracking is fixed in the Build stage, before a single campaign is launched or scaled.

  2. Problem 02

    Campaigns that look busy but don't sell.

    Real cause

    The ads were built before anyone understood the offer, the margins or the sales process.

    Our fix

    Discover comes first: we learn how you make money before we touch the ad accounts.

  3. Problem 03

    Every month feels like starting over.

    Real cause

    Changes are made on gut feel, with no record of what was tested or why.

    Our fix

    In Optimize, every change goes in an optimization log with its reason, and regular reports show what it did.

How an engagement runs

Every stage has a clear output.

Setup usually takes two to three weeks. Scaling only starts when the numbers support it.

  1. Week 1

    Stage 1: Discover

    Understand the business before touching the ads.

    We learn how you make money: your offer, pricing, margins, customers, sales process and what has been tried before. Good campaigns start from the business model, not the ad platform.

    What we do

    • Run a discovery call with you and your team
    • Review your offer, pricing and target customers
    • Understand your sales process and lead follow-up
    • Agree goals and what a good lead or sale looks like

    What you provide

    • Time for a discovery call
    • Offer and pricing details
    • Current results and past campaign history
    • Sales process overview

    What you get

    • Agreed goals and success measures
    • Discovery notes and key questions
  2. Week 1–2

    Stage 2: Audit

    Find what is working, what is broken and what is missing.

    We review your ad accounts, landing pages and tracking. Most accounts have a few problems causing most of the waste. The audit finds them and ranks them by impact.

    What we do

    • Audit Meta and Google Ads accounts
    • Check GA4, GTM, Pixel and conversion tracking
    • Review landing pages and conversion paths
    • Identify quick fixes and bigger opportunities

    What you provide

    • Access to ad accounts, GA4, GTM and website
    • CRM access or lead data where available

    What you get

    • Audit findings with priorities
    • Tracking fix list
    • Campaign and page recommendations
  3. Week 2–3

    Stage 3: Build

    Fix tracking, build campaigns and prepare landing pages.

    Tracking gets fixed first, so everything that follows is measured properly. Then we build or restructure campaigns and create or improve the landing pages they point to.

    What we do

    • Fix or set up GA4, GTM, Pixel and conversion events
    • Set up UTM conventions
    • Build campaign structures, audiences and keywords
    • Write ad copy and organize creative tests
    • Build or improve landing pages

    What you provide

    • Images, videos and brand assets
    • Testimonials and proof you are happy to use
    • Feedback and approvals on copy and pages

    What you get

    • Working conversion tracking
    • Campaigns ready to launch
    • Landing pages live
  4. Week 3–4

    Stage 4: Launch

    Go live carefully and check everything is recording.

    Campaigns go live with controlled budgets. We watch closely in the first days to confirm tracking is firing, spend is pacing and nothing unexpected is happening.

    What we do

    • Launch campaigns with controlled budgets
    • Verify conversions are recording correctly
    • Monitor spend, delivery and early signals daily
    • Fix anything that breaks

    What you provide

    • Final approval to launch
    • Fast follow-up on incoming leads

    What you get

    • Live campaigns
    • Launch checklist confirmed
    • Early performance update
  5. Month 2 onward

    Stage 5: Optimize

    Use real data to cut waste and improve conversion.

    Once data builds up, we make regular changes: search terms, negatives, audiences, bids, budgets, ads and page improvements. Each change has a reason, and we report on what it did.

    What we do

    • Review search terms and add negative keywords
    • Test audiences, ads and offers
    • Shift budget toward what converts
    • Make CRO improvements to landing pages
    • Report on results and next steps

    What you provide

    • Lead quality feedback
    • Updates on offers, pricing or capacity
    • New assets when available

    What you get

    • Regular reports
    • Optimization log
    • Strategy calls (per plan)
  6. When results support it

    Stage 6: Scale

    Grow spend where the numbers support it.

    When campaigns are hitting target CPA or ROAS consistently, we increase budget in steps, expand into new audiences, keywords or offers, and keep an eye on efficiency as spend grows.

    What we do

    • Increase budgets in controlled steps
    • Expand audiences, keywords and campaigns
    • Add new landing pages for new offers or segments
    • Improve attribution as spend and complexity grow

    What you provide

    • Capacity to handle more leads or orders
    • Budget approval for increases

    What you get

    • Scaling plan
    • Updated forecasts and targets
    • Expanded campaign structure

Next step

Get a practical growth audit covering acquisition, landing pages, conversion and tracking.

  • Acquisition
  • Landing pages
  • Conversion
  • Tracking
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