Fortnightly check-in
A short written note. What changed, what we tested, what the numbers did. Two pages, max. Sent on Thursdays.
We’ve written down exactly what we do on an account and when. Boring on paper, deliberate by design. The whole point of handing your budget to a small senior team is that the boring bits actually get done.
We dig through the account, your search terms, your landing pages and your tracking layer. No changes go live in this phase — we’re looking.
Account structure, keyword logic, ad copy, audiences, tracking. The scaffolding most agencies skip because nothing on it makes a deck look exciting. Boring, deliberate, and usually where the biggest gains hide.
One hypothesis per campaign. Creative, bid strategy, landing-page variant. We don’t change three things at once because then nobody knows which one moved the number.
Same three specialists, same four things, every fortnight. We’ll add new channels if and when the brief earns it, but we won’t take on Meta or TikTok unless we can run it as well as we run paid search.
Reports are written, not dashboarded. A dashboard can’t tell you why something moved — only that it did.
A short written note. What changed, what we tested, what the numbers did. Two pages, max. Sent on Thursdays.
A longer write-up. Performance versus target, tests that ran, what’s queued for next month. Written by the strategist, not a template.
A 60-minute call. We look at the whole quarter and decide what to invest in for the next one. Notes circulated within 48 hours.