PMGMOFU
How we work: a method, not a mood.
The short answer
PMG works in five stages — audit, architecture, launch, optimise, scale — with a weekly scorecard and a fixed testing cadence. The first two weeks are about measurement and economics, not ads: we verify tracking, calculate your break-even targets and design the funnel before a single campaign is scaled. From there, budget follows marginal returns, and every change is logged against a hypothesis.
Stage by stage
- Audit (week 0–1). We review ad accounts, analytics, tracking, landing pages, CRM flow, creative history and competitors. You get a written audit: what's broken, what's wasted, and the three moves we'd make first.
- Architecture (week 1–2). A measurement plan (events, conversions API, offline conversions, UTM rules), a unit-economics sheet with break-even ROAS and target CAC, a channel mix by funnel stage, and a 90-day roadmap with owners and dates.
- Launch (week 2–4). Clean campaign structures, verified conversion signals, the first creative sprint (usually 6–15 concepts), and landing pages or fixes that remove obvious friction.
- Optimise (month 2–3). A weekly test cadence across audiences, bidding, creative and pages. Budget shifts toward whatever is producing the cheapest incremental results, not the loudest platform numbers.
- Scale (month 3+). New channels, geographies, marketplaces and retention loops — added only when the core economics hold at higher spend.
What you get every week
- A one-page scorecard: spend, MER, new-customer CAC, ROAS vs break-even, leads and lead quality
- A change log: what we changed, why, and what we expect to happen
- The test board: live tests, results, and what we learned
- Creative performance by hook, format and offer
- Next week's plan and the one decision we need from you
- A 30-minute call with your strategist (not an account coordinator)
Who you'll work with
A lead strategist who owns your results end-to-end, supported by specialists as needed: media buyers for each platform, a creative strategist, an SEO/AEO specialist, a CRO and landing-page designer, and an analytics engineer for tracking. You'll have a shared WhatsApp group for day-to-day decisions and a shared dashboard you can open any time.
How we report
Platform dashboards overstate their own contribution — Meta and Google will often both claim the same sale. We report blended numbers first: total revenue or pipeline against total marketing spend (MER), new-customer CAC, and contribution after ad spend. Channel-level numbers come second, and we sanity-check them with holdouts, geo tests or post-purchase surveys when budgets are large enough to justify it. See incrementality.
Engagement models
Most clients work with us on a monthly retainer, a percentage of media spend, or a hybrid with a performance-linked component once we have a stable baseline. Minimum terms are short because we'd rather keep clients with results than with contracts. The pricing page explains what drives cost.
What happens in the first 30 days?
| Week | What we do | What you receive |
|---|---|---|
| 0 | Read-only access, audit of accounts, tracking, pages and CRM flow | Written audit with the three priority moves |
| 1 | Economics session: margins, AOV or deal value, LTV assumptions | Unit-economics sheet with break-even ROAS and target CAC |
| 1–2 | Measurement plan and fixes: events, Conversions API, offline conversions, UTMs | Verified tracking checklist |
| 2–3 | Campaign architecture and first creative sprint | Channel plan by funnel stage, first 6–15 concepts |
| 3–4 | Launch or restructure, landing-page fixes | Live campaigns, first weekly scorecard |
How decisions get made
We agree decision rules in advance so optimisation doesn't depend on mood:
- Scale a campaign when it beats target cost per result for two consecutive weeks at meaningful volume.
- Hold when results are within 15% of target and trending the right way.
- Fix or pause when it misses target for two weeks without a clear reason to expect improvement.
- Test new channels only with a ring-fenced budget and a written success threshold.
- Never judge a campaign in its first days of learning, or on a single platform metric.
Tools we work in
- Meta Ads Manager and Business Suite
- Google Ads, Google Merchant Center, YouTube
- LinkedIn Campaign Manager
- Google Analytics 4 and Google Tag Manager
- Server-side tagging and Conversions APIs
- Looker Studio and warehouse dashboards
- Shopify, WooCommerce and major Indian CRMs
- WhatsApp Business Platform providers
- Search Console and SEO crawlers
- Heatmaps, session recording and testing tools
How we communicate
| Channel | Used for |
|---|---|
| Shared WhatsApp group | Quick decisions, approvals, urgent issues |
| Weekly call (30 minutes) | Scorecard, tests, next week's plan |
| Monthly review | Trends, budget, creative and roadmap |
| Quarterly planning | Strategy, channel mix, targets for the next quarter |
| Live dashboard | Numbers any time you want them |
Our working hours are Monday to Saturday, 7am to 9pm IST, because live ad accounts don't keep office hours.
What we need from you
- Access to ad accounts, analytics and — for lead generation — CRM status data
- Margins, average order or deal value and any known LTV data
- Brand assets and approval contacts
- A decision-maker for the weekly call
- Honest feedback on lead or customer quality
- Advance notice of stock, pricing or offer changes
Frequently asked questions
How long before we see results?
Tracking fixes and search campaigns often show improvement in two to four weeks. Prospecting on Meta or YouTube usually needs three to six weeks of creative testing. SEO compounds over three to nine months. We agree on leading indicators for each so you're never guessing.
Do you need access to our CRM?
For lead-generation businesses, yes — or at least a weekly export of lead status. Optimising for form fills without knowing which leads became customers is the most common reason lead-gen accounts stall.
Can we keep our in-house team?
Absolutely. Many clients keep brand, social or content in-house and hire us for media buying, tracking and CRO. We work inside your tools and your calendar.
What do you need from us to start?
Access to ad accounts and analytics, your margins and AOV (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
How often will you change campaigns?
We review daily, act weekly and restructure only with a reason. Constant changes reset platform learning and make results harder to read.
Who will be our main contact?
Your lead strategist — the person who runs the account and owns the results — supported by specialists for media, creative, SEO, CRO and analytics as needed.
What if results don't improve?
We'll show you why, based on the data, and what we'd change. If paid acquisition can't work profitably for your business right now, we'll say so and recommend what to fix first.
How do you handle confidential information?
We sign NDAs where needed, limit access to the people working on your account, and never publish client names or results without written approval.
Can we see the ad accounts ourselves?
Always. The accounts are yours; we work inside them with partner access.
Talk to a strategist
Thirty minutes. Your numbers. A straight answer.
Book a strategy call with the people who'd actually run your account. We'll tell you what we'd do — or that you don't need us yet.