Google and Meta are very good at finding people who'll fill in a form. They're much worse at finding people who'll actually buy, unless someone tells them which leads turned into customers. That's what we do. We run your Google Ads and Meta Ads, and our developers feed your CRM results back into both platforms so they learn what a good lead looks like for you.
Figures come from our clients' ad accounts and CRMs, not from platform estimates.
IT Services · Noida
Mid-market IT company, 200–500 employees
Cost per qualified lead
−56%
Sales meetings / mo
31
The story
Account was chasing form fills from job seekers and students. We wired GCLID into their CRM, wired qualified lead imports back to Google, added negative keywords for "jobs", "free" and "course", and cut wasted spend on broad match. Cost per qualified lead dropped by more than half; meetings doubled.
eCommerce · Bangalore
Fashion brand, ~₹3 Cr annual ad spend
ROAS
4.8x
Monthly revenue from ads
₹1.4 Cr
The story
Merchant Center feed was messy, PMax was bidding on brand, and Target ROAS used gross revenue without accounting for returns. We rebuilt the feed, split PMax by margin, wired real order values with net-of-returns, and moved to Target ROAS once there was enough data. ROAS went from 2.1x to 4.8x in five months.
Logistics · Pune
B2B logistics firm, 500+ employee
Wasted spend
−68%
To break even
28 days
The story
PMax was taking credit for branded search, and 40% of clicks were on generic logistics terms that never converted. We excluded brand from PMax, added 200+ negative keywords, and cut the losing campaigns. Wasted spend dropped by two-thirds; the account broke even in under a month.
This is the single most common thing we hear when someone hands us their Google Ads account. The dashboard shows a healthy cost per lead, and the sales team is quietly ignoring half of them. Usually it's one of these.
The only conversion it knows about is "form submitted". So it gets very good at finding people who submit forms, including students, job seekers and competitors checking your prices.
Ads showing for "free", "jobs", "course" and "login". A good negative keyword list is boring work, and it saves more money than almost anything else.
People who were already searching for your company name click a PMax ad, and suddenly the campaign looks brilliant. Take brand traffic out and the picture often changes.
Here's the bit most agencies skip, mainly because it needs a developer. We connect your CRM to Google Ads and Meta so the platforms find out which leads became customers. Once they know, their bidding starts chasing more people like those customers.
Capture the click ID
Every form stores the Google click ID (GCLID) or Meta's equivalent alongside the lead, so we can trace it back to the exact ad and search.
Score the lead
Your sales team marks leads in the CRM as junk, qualified, meeting held or won. We agree the stages with you in the first week. It takes them seconds per lead.
Send it back
Qualified and won leads are uploaded to Google Ads as offline conversions and to Meta through the Conversions API, with a value attached if you have one.
Bid on what matters
Smart bidding now aims for qualified leads, not form fills. In our experience this takes a few weeks to settle in, and it's usually the biggest single improvement an account sees.
Some clients want Google Ads management services on their own, some want a Meta Ads management agency, and some want all their search engine marketing (SEM) and social ads under one roof. You can hire us for the whole thing or just one piece. Plenty of clients start with the audit and tracking, keep running ads themselves for a while, and hand over the rest later. That's fine with us.
We go through the account line by line. Search terms, match types, bid strategies, conversion actions, ad copy, landing pages, location settings, the lot. Then we fix things in order of how much money they're wasting.
Facebook and Instagram ads with lead generation forms or landing pages, depending on which gives you better leads. Audience targeting starts from your customer list, not from a guess at interests. We add a qualifying question or two and use "higher intent" form settings so the form takes an extra tap. Fewer leads, better ones.
Before you raise the budget, we'll show you what's likely to happen if you do. We base it on your own conversion rates, average order or deal value, and how costs usually behave as spend goes up. It's an estimate, not a promise, and we'll tell you how confident we are.
Ad leads go straight into HubSpot, Zoho, Salesforce or your own CRM. Sales marks them as good or bad, and that feeds back into Google and Meta through offline conversion import. Our developers build and look after the connection.
GA4, Google Tag Manager, enhanced conversions, the Meta Pixel and Conversions API. Set up properly, tested, and documented so the next person who opens it understands what's going on.
Ad copy tests, landing page tests, bid strategy experiments. For bigger accounts we run holdout tests that switch ads off for some regions, to check how many sales the ads are really adding versus taking credit for.
Follow-up ads on Google, YouTube, Facebook and Instagram for people who visited without converting. We split them by what they looked at, so someone who saw your pricing page doesn't get the same ad as someone who bounced off the homepage.
One live dashboard with Google Ads, Meta Ads and CRM data together. Spend, cost per lead and cost per qualified lead, plus ROAS and revenue if you sell online. It's yours to keep.
A slow or confusing landing page wastes every rupee spent getting people there. We build and test landing pages ourselves, since our team writes code anyway.
We pick channels based on how your customers buy. A software company and a dental clinic shouldn't have the same media plan.
People typing exactly what you sell, right now. For most B2B and service businesses this is where the first rupee should go. We spend a lot of time on keywords, negative keywords and ad copy here.
One campaign that runs across Search, YouTube, Display, Gmail, Discover and Maps. It can work well, especially for eCommerce, but only with clean conversion data and brand traffic kept out.
Product listings with price and photo at the top of Google. We fix your Merchant Center feed first, since titles and product data decide which searches you show up for.
Good for explaining a product that needs explaining, and for remarketing to people who already know you. We usually keep the videos short and get the point in early.
Facebook ads and Instagram ads find people before they start searching. Cheaper reach than Google, great for retargeting, and the lead forms work well on phones. Lead quality needs watching, which is where scoring helps.
Most accounts we take on have everything aimed at the bottom of the funnel. We balance it out. Some budget creates interest, some captures it, and some follows up with the people who almost bought.
Search gives you control. You choose the keywords, see the search terms and decide what to exclude. Performance Max hands most of that to Google's automation, in exchange for reach across all of Google's inventory.
Our general view is that B2B lead generation should start on Search, where you can see what you're paying for. eCommerce brands with a decent product feed and good conversion data often do well with Performance Max. Either way, we exclude your brand name so PMax can't take credit for people who'd have found you anyway.
Google catches people who are already looking. Meta reaches people who aren't looking yet but fit the profile. Google leads tend to be more ready to buy and cost more. Meta leads cost less and need more qualifying.
If people already search for what you sell, start with Google. If it's something new or something people don't think to search for, like a new kind of software, Meta often does the heavy lifting and Google picks up the searches it creates.
You can try these yourself. They're also roughly the order we work in when we take over an account.
Every week, at least at the start. Add negative keywords for anything that's clearly not a buyer. This alone often cuts a good chunk of waste in the first month.
If page views or button clicks are set as conversions, Google will chase them. Count real leads only, and ideally import qualified ones from your CRM.
Target CPA and Maximise Conversions need a steady flow of conversions to work well. With very little data, manual or enhanced CPC can be the safer start.
Broad match plus smart bidding can work, but only with good conversion data. Without it, phrase and exact match keep you out of trouble.
If calls after 8pm never convert or one city never buys, adjust the ad schedule and location bids. People forget this one.
If the ad says "school ERP" and the page talks about "enterprise solutions", people leave. One page per main service, fast, with the form above the fold on mobile.
Cost per lead is a useful number, but it can be badly misleading on its own. A campaign bringing ₹400 leads that never pick up the phone is worse than one bringing ₹1,500 leads that book meetings.
So we track a few stages beyond the form. How many leads were genuine? How many got a call? How many were qualified, how many became a meeting or demo, and how many closed? Each stage gets linked back to the campaign, keyword and ad that produced it, which is only possible when the click ID travels with the lead into your CRM.
That gives you a cost per qualified lead and a cost per customer for each campaign. Those are the numbers we use to move budget around, and the ones we put at the top of your report. We'll also show attribution from more than one angle, first click and last click side by side for example, because a YouTube ad that started the journey deserves some credit even if a search ad closed it.
Cost per qualified lead
Not cost per form fill
Merchant Center feed
Titles that match real search queries
Start with the product feed. Titles that include what people actually search for ("cotton kurta set for women, size L", not "Product 4471"), correct prices, good images and accurate stock status. Google matches searches to your feed, so a messy feed means you're invisible for the searches that matter.
Then stop treating every product the same. Split campaigns by margin and by how well items sell, so your best sellers get more budget and the slow ones don't drag the average down. Send real order values and, if you can, profit margins back to Google, since Target ROAS bidding is only as good as the numbers it's given.
And watch returns. A sale that comes back in a week shouldn't count as revenue. For stores with high return rates in fashion or electronics, we adjust conversion values so the reported ROAS is closer to what actually lands in your bank account.
Long sales cycles, small search volumes and expensive clicks. We lean heavily on lead scoring here, because one good demo booking is worth more than fifty free-trial signups who never log in again.
Manufacturers, consultancies, logistics and professional services. Keywords are fewer and more specific, and the negative keyword list does a lot of the work.
Clinics, hospitals, diagnostic labs and health-tech. Google restricts how some healthcare services can be advertised, and some categories need certification first. We keep claims factual and get your medical team to sign off on ad copy.
Google Shopping, Performance Max and Meta catalogue ads, with ROAS measured on real order values and returns taken into account.
Admission campaigns that need to peak in a short window. We plan budgets around your intake dates, not a flat monthly spend.
Location-targeted search and Meta ads for site visits, showroom walk-ins and phone calls, with call tracking so phone leads get counted too.
We don't rebuild everything on day one. Accounts that have been running a while have learning built up, and tearing it all down usually makes things worse before they get better.
Full account audit. GA4, Tag Manager, enhanced conversions and the Conversions API checked and fixed. Click IDs start flowing into your CRM. We record today's cost per lead and cost per qualified lead as the baseline.
Negative keywords, wasted placements, bad locations and broken ads get cleaned up first. New ad copy and a landing page test go live. Lead scoring stages are agreed with your sales team.
Offline conversion import switched on for Google and Meta. Bid strategies moved toward qualified leads or revenue once there's enough data. Remarketing gets rebuilt around what people actually looked at.
Budget moves between campaigns and channels based on cost per qualified lead. If the numbers support it, we'll bring you a forecast for scaling up, with the assumptions written out.
Your total cost has two parts. Ad spend goes directly to Google or Meta. The management fee goes to the agency. The fee is what people really mean when they ask about price, and there are two common ways agencies charge it.
Percentage of spend
A percentage of spend is easy to understand and scales with the account. Many agencies charge somewhere in the 10 to 20 percent range. The downside is that the agency earns more when you spend more, whether or not more spend is a good idea.
Flat monthly fee
A flat monthly fee is tied to the work, not the budget. It's usually better value once your spend gets large, and there's no incentive for the agency to push your budget up.
Try your own numbers in the calculator to see where the two cross over.
Fee Calculator
Percentage model
₹45,000 / month
Flat fee model
₹40,000 / month
Break-even spend
₹2,66,667
These numbers are just for comparison. Change them to match quotes you've received.
Audit only
Free
A one-off review of your Google Ads or Meta account with a recorded walkthrough and a prioritised list of fixes. No obligation.
Managed ads · Featured
₹35,000 / month
or 12% of ad spend, whichever is higher
Google Ads or Meta Ads management, tracking setup, weekly optimisation, monthly reporting and CRM integration.
Full paid media
₹60,000 / month
or 15% of ad spend, whichever is higher
Google and Meta together, offline conversion import, incrementality testing, landing pages and your live reporting dashboard.
You'll get a recorded screen-share going through your account, plus a written list of fixes in order of how much they'll save. You can keep both and do the work yourself if you'd like.
We start with conversion tracking, since everything else depends on it. Are the right actions counted? Is anything being counted twice? Is enhanced conversions on? Then the search terms, to see how much is going to irrelevant searches and which negative keywords are missing.
After that come campaign structure, match types and bid strategies, and whether they suit the amount of data you have. We check whether Performance Max is picking up your brand traffic, look at ad copy and assets, and see how your landing pages perform on a phone.
Finally, location and schedule settings, and whether leads are reaching your CRM with enough information to judge which campaigns bring in good ones. If you run Meta Ads too, we'll look at the Pixel, the Conversions API and lead form settings as well.
Recorded walkthrough
Every finding, in order of what saves the most
Offline conversion import, server-side tracking and CRM integrations need code. Most agencies outsource that or skip it. Ours sits two desks away.
We report cost per qualified lead and revenue first. Clicks and impressions are in there too, further down where they belong.
If more spend won't help, we'll say so. And if you're on a flat fee, we have no reason to push your budget up.
Our minimum term and notice period are spelled out in the proposal, in plain words, before you sign anything.
Campaigns run in your own Google Ads and Meta ad accounts. If we part ways, everything stays with you, including the history.
We manage accounts for clients in India, the US, Canada, the UK and Europe, and can run campaigns in several countries from one place.
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Learn moreGive us read-only access to your Google Ads or Meta account. Within a few working days you'll get a recorded walkthrough and a list of fixes, in order of how much money they'll save.
We'll reply within one business day with your free audit.
to help our experts understand your business objectives and create your customized plan.
