Optimise for customers, not form fills.

Cheap leads can be the most expensive outcome.

An enquiry is only the beginning. Someone outside your service area, without the right budget or looking for a job may still complete your form. Curtis reviews what your business counts as a useful lead and where irrelevant enquiries enter the process. Together, we define the customer, service, location and qualification signals that should shape the account. The aim is a clearer commercial result, not simply a lower number in the cost-per-lead column.

Reach people looking for what you actually sell.

Campaign structure starts with your services and the problems your customers want solved. We review search terms, match types, exclusions, locations and ad messages against those priorities. Research queries may need a different role from searches that suggest an immediate buying decision. Brand demand is considered separately where useful, so familiar customers do not hide the cost of acquiring new ones. Budget decisions depend on evidence from your account and your sales process.

Make the next step clear—and worth taking.

The promise in an ad should carry through to the landing page. We review whether visitors can understand the service, recognise the right fit and complete a useful next step on mobile or desktop. Form questions should collect what the team needs to respond without creating avoidable friction. Calls, forms and booking actions need distinct definitions; a button click alone does not prove that a real enquiry reached your business.

• Clear service and location relevance↗
• Useful qualification questions↗
• Form success and call measurement checks↗
• A clear response and follow-up process↗

Follow the enquiry beyond the first submission.

Where your systems support it, the review can connect an initial enquiry with later stages such as qualified lead, opportunity and sale. We check the conversion actions used for bidding, duplicate events, CRM fields and the consistency of sales updates before recommending an import workflow. Offline conversions or enhanced conversions for leads may be appropriate, depending on consent, available data and platform requirements. Scope and access are agreed first; these integrations are not assumed to be active just because a tag exists.

Give sales feedback a place in the account.

A useful report considers the value and quality of opportunities alongside advertising spend. Curtis works with your team to understand lead-to-sale rates, sales-cycle delays, service capacity and differences between offers. A campaign producing fewer enquiries may still deserve budget if those enquiries are a better fit. Small samples and delayed outcomes need care: we distinguish what the data supports from what still needs testing, rather than promise a fixed volume or acquisition cost.

Start with the question your business needs answered.

Share your website, the services you want to grow and what is not working in your current advertising. Curtis reviews the application and confirms fit before requesting account access. The next step can include a review of campaigns, landing pages, conversion definitions and sales feedback, with priorities agreed around your business. You work directly with the person making the account decisions. Any proposal is scoped to your needs and shared privately.