Most agencies start at the top of the funnel and sell you leads. We start with the revenue you need and work the problem backwards — brand, sales, process, close rate, set rate — until we know exactly what the top of the funnel has to do. Then we build the system that does it.
Paid a retainer plus a slice of a growing media budget, an agency's best client is one who spends more. One of the largest agencies in this trade publishes a ten percent cost of marketing as its target. Read that again: their goal is for you to spend more.
We are the only people in this trade whose stated goal is to make your marketing cheaper.
Four inputs. Two answers. The full version does the rest.
At 50% set and 35% close, that's 5.7 leads per job.
Run the full math →The number you need is the only fixed point. Everything else is a variable we solve for — in this order, because each one sets the target for the next.
The revenue you need this year. From that: the jobs, the proposals, the leads — the whole funnel, sized before anything is bought.
What you're known for, and whether the market can tell. Positioning, proof, and the process story that makes you the obvious choice before a proposal is written.
The option ladder, proposal on site, financing at the table, follow-up that doesn't quit. Close rate is a skill, not a statistic.
Who answers the phone, how fast, and what happens next — phone to calendar to crew. Set rate is a process problem, and it's usually the cheapest one to fix.
Every stage measured. Every lead tagged to its source and carried through to booked or lost. Cost per booked job by channel — the only number that decides anything.
Only now: Google Search, Local Services, Meta. Sized to the number, not to the budget. Bought last because it's the only step that costs money.
Business, sales, and a best-in-class marketing strategy — built as one system, so it keeps working when we're not in the room.
Positioning that makes the premium price make sense. Proof that's real — reviews, photographs, the process — and a story the owner can tell in one breath.
The option ladder, proposal on site, financing at the table, follow-up cadence. Coached by someone who sells painting for a living, installed in the CRM so it happens without a reminder.
Speed to lead, answer rate, missed-call text-back, the handoff from phone to calendar to crew. The unglamorous work that moves set rate — and set rate moves everything.
Google Search, Local Services, Meta, call tracking, one clean conversion signal, closed-loop economics. Run as one portfolio and documented so it survives without us.
We bought a Kansas City painting company doing under $350,000 a year and spent years building the thing we now install for other people. Here is what we found when we audited our own agencies. Nobody in this trade publishes this.
of our search impressions were lost on ad rank, not budget. Tripling spend would have changed nothing.
per click we were paying for our own company name. Nobody was watching.
conversions reported on $236 of spend — in a paused campaign. The signal was garbage.
conversion actions all marked primary. Smart Bidding was chasing map clicks and page views.
Every one of those was found in an account someone was being paid to manage.
That's the audit you get in week one — run on your account, with the same honesty.
Leads in, appointments set, jobs won, average ticket. Plus a full audit of every account you're already paying for. You get the findings whether or not you hire us.
Speed to lead, answer rate, missed-call text-back. Local Services and your Google profile go live — the fastest route to a real lead that doesn't need history to work.
Call tracking and lead events wired properly. Search campaigns built on a clean signal instead of guesswork. Close-rate coaching runs alongside.
Budget follows cost per booked job. Retargeting and the dormant-lead list — the cheapest leads you own. Meta when the funnel has earned it.
One monthly number. No percentage of ad spend, no percentage of revenue, no build fee for the first five.
The full audit and a ninety-day plan. Yours to keep and act on with anyone. Credited in full if you continue.
Brand, sales, process, and the marketing system — all four disciplines. Build fee waived. In exchange: a testimonial, permission to publish your numbers, and you actually implement the changes.
Paid directly to Google and Meta, on your card, in accounts you own. We never touch it and never take a percentage of it — or of your revenue. One number. No incentive to spend more of your money.
Call tracking and reporting tools run about $100–200 a month and are billed at cost.
It's written into the agreement. We will not take a second client in a market where we already work, because the playbook is the same one and two of you bidding against each other with it helps nobody.
Best fit: $500K–$1.5M, owner still sells, willing to change the sales process.