Known in the market. And enquiries worth answering.
The same six channels, pointed at a different number. A form is not a client, so we measure from the enquiries your team actually took on.
- Free audit within 2 days
- No account access needed
- You own every account
| Source | Enquiry | Your verdict |
|---|---|---|
| Search | Lease review for a new office | Worth answering |
| Partner at a logistics firm | Worth answering | |
| Meta | Selling you a new website | Not for us |
| AI answer | Found you in ChatGPT | Worth answering |
| Search | Vacancies at the firm | Not for us |
A worked example, not a client’s inbox
- GoogleOffline conversion import
- MetaConversions API
- LinkedInConversions API
- Campaign
- Property law, search
- Search term
- lease review
- Page
- /leases
From a property developer to a private clinic, and everything in between.
What they share is not the industry. The money is decided by a person after the click, which is exactly where most reporting goes quiet.
Property
- Developers
- Estate agencies
- Brokers
- Facilities management
Professional
- Law firms
- Accountancy
- Consultancy
- Recruitment
Health
- Private clinics
- Specialists
- Dental
- Veterinary
Industrial
- Manufacturers
- Suppliers
- Installers
- Logistics
Software
- B2B SaaS
- Platforms
- Marketplaces
- Managed services
The same department. A different number underneath it.
What moves is the thing we optimise towards, and almost every decision downstream moves with it.
- 01What counts as a conversionProductA purchase, with a value attached to itServiceAn enquiry, whose value nobody has measured yet
- 02What the platform reports backProductRevenue, matched to the ad that earned itServiceA form submission, whether or not it was real
- 03What we optimise towardsProductReturn on ad spendServiceCost per enquiry your team took on
- 04Where the sale is decidedProductAt the checkout, in minutesServiceIn the follow up, over days or weeks
- 05What has to be connectedProductThe store and the datasetServiceYour inbox or CRM, back to the campaign
- 06What the Monday report showsProductSpend, revenue, returnServiceSpend, enquiries, the ones you kept, what each cost
The same six we run on the ecommerce side.
What changes is the mix and what each one is measured on. Awareness and search usually carry more of a corporate account.
Search only catches the people who already went looking.
Every corporate account has a ceiling made of the people who have never heard of it, and no amount of bidding gets you past it. Awareness raises that ceiling, and it is usually the half of the job nobody is doing.
- Meta, YouTube and display, aimed at the target market
- Proof pieces that carry a name and a face
- Read on branded search, direct traffic and enquiry rate
The platform counts forms. Your team knows which ones were real.
Most lead generation stops at the form and calls it a conversion, which is why cost per lead falls while the pipeline stays flat. We close the loop, so the bidding learns from your judgement rather than from a counter.
- Search terms that produced enquiries get the room
- A page per service
- Office and region level bidding
Buy attention by job title.
The most expensive click on this page and often the cheapest client, because you are choosing the company and the seniority rather than hoping to find them.
- A target company list
- Job title and seniority
- Current clients excluded
Two engines read your site now. Only one of them sends a click.
One ranks pages and sends a click. The other reads the page, writes the answer itself and cites whoever it trusted. Corporate buyers use both, often in the same afternoon.
- The question, not the keyword
- Cited inside the AI answer
- Offices, regions and languages
Everything between landing and sending.
The page, the form, the phone number and the booking link, on whatever the site is already built in. On a corporate account this is usually the cheapest thing to fix and the last thing anybody looks at.
- The page the click lands on
- The form, the phone number and the booking link
- Fixed on whatever the site is already built in
We write the brief. Your team makes it.
The angle, the hook and the proof pieces a considered buyer needs. When the decision carries risk, taking the risk out of it is a direction problem before it is a production one.
- Hooks and angles briefed
- Notes back on every new asset
- Retiring the tired ones
Your team marks the good ones. The bidding learns from that.
Most lead generation stops at the form and calls it a conversion, which is why cost per lead falls while the pipeline stays flat. Four steps close the loop, and only one of them is yours.
- As it arrivesEvery enquiry carries its source
- Same dayYou mark the ones worth having
- AutomaticallyThat verdict goes back to the platforms
- Every MondayThe budget follows the good ones
Every enquiry carries its source
The campaign, the search term and the page that produced it travel with the enquiry into your inbox or your CRM. Nothing lands anonymous, so nothing has to be guessed at later.
What actually happens on the account.
The six channels, turned into the things somebody sits down and does.
Search4
- Terms that produced enquiries
- Negatives
- A page per service
- Office and region level bidding
Awareness4
- Reach against the target market
- Hooks and angles briefed
- Notes back on new assets
- Retiring the tired ones
LinkedIn3
- Target company list
- Job title and seniority
- Exclusion of current clients
SEO and GEO3
- The questions being asked
- Pages that answer them
- Citations in AI answers
Measurement4
- Enquiries marked by your team
- Offline conversion import
- Conversions API
- Qualified rate by source
The order we work in, from the week you say go.
- 01Day 0
You send the basics
The firm, the services you want more of and roughly what you spend.
- 02Within 2 days
We audit it from the outside and write back
Your ads, your pages, your enquiry path and your search visibility are all public.
- 03Week 1
We take the work off your desk
Access, measurement, the enquiry path and the campaigns.
- Every week after
Report on Monday, call the same week
Spend, enquiries, the ones your team kept and what each of them cost.
What firms ask before the first conversation.
How is B2B marketing different from ecommerce marketing?
The channels are the same six. What changes is the mix and what each one is measured on. Awareness and search usually carry more of a corporate account, and the page the enquiry lands on carries more than either.
Our sales cycle runs for months. How do you measure that?
Every enquiry arrives carrying the campaign, the search term and the page that produced it. Your team marks the ones worth having, and that verdict goes back to Google, Meta and LinkedIn as an offline conversion. The bidding then learns from your judgement instead of from a form counter.
Is LinkedIn advertising worth the cost per click?
It is the most expensive click on the page and often the cheapest client, because you are choosing the company and the seniority rather than hoping to find them. It pays when one client is worth more than the long list of clicks that were not.
Which kinds of firm do you work with?
Real estate, law, accountancy, healthcare, industrial and software. Firms that sell a service rather than a product, where the enquiry matters more than the order.
Do you write the pages, or hand over a brief?
We write them. Pages are delivered ready to publish: written, structured, linked and translated. Where a piece needs a specialist inside your firm we brief them and edit what comes back.
How is a corporate account priced?
A fixed monthly fee or a commission on the growth. Never a percentage of your media spend, and the number is agreed in writing before anything starts.
Let’s see where your enquiries are going.
Send the firm, the services you want more of and roughly what you spend. Your written audit follows within two days.
Or write to hello@roasdept.com
Pick what matters and the audit is written around it.