This page risks sounding self-congratulatory — every agency claims to be different. The dimensions below are concrete and verifiable. We've made specific operational choices that diverge from the conventional model. Read it sceptically; the audit is the test.
Senior strategist in pitch. Junior account manager executes. Mid-level reviewer signs off. Your access to the senior is via the AM.
Senior strategist in pitch. Same senior strategist owns the account week after week. Direct WhatsApp line.
PowerPoint slides with marketing-speak. Findings stated qualitatively. Recoverable amounts implied, not quantified.
Written PDF, 10–20 pages, technical detail. Top-10 findings ranked by recoverable €/month. We publish examples (/audits/fitpoint).
Changes happen. Sometimes you find out in a slide deck weeks later. Mostly you don't.
Decision log per change with date, hypothesis, expected lift, observed outcome. Auditable, transferable, defensible.
Sold as a separate engagement at premium pricing. Often outsourced to a dev partner. Months of lead time.
Default part of the engagement. We've shipped GTM SS, MP, CAPI dedup, EOC pipelines on most accounts. In-house capability.
Often enabled because it improves the agency's reported metrics. Optimises for Google's KPIs, not your margin.
Off, by policy. Every change goes through a documented decision — even if the AI suggested it. Optimised for your contribution margin, not platform metrics.
Sometimes offered ('we guarantee 3× ROAS' or 'guaranteed CPL'). Always with fine print that makes the guarantee unenforceable.
No guarantees. We treat ROAS guarantees as a red flag from any agency. We commit to honest diagnostics, senior execution, and documented decisions.
12-month minimum common. Termination fees. Notice periods designed to make leaving expensive.
Month-to-month after audit. No long contracts. If we're not delivering, you should be able to walk on 30 days.
Monthly slide deck. Sometimes a Looker dashboard with platform-native metrics piped through.
Live Looker dashboard with plan vs fact, refund-adjusted ROAS, backend reconciliation. Weekly review call with one senior person, not a five-person team.
MCC / BM owned by the agency. If you leave, the account ownership negotiation can be hostile.
We work via your account, with your ownership. Clean handover at any time. No hostage situations.
Generic ROAS multiplier headlines, no methodology, no client names that can be verified.
Published audits with consent. Named clients (Fitpoint, Symposio, Mill, EVA Instruments, etc.) with the actual diagnostic — not just the trophy slide.
Possibly. Everything on this page is verifiable: /audits/fitpoint is a published audit. /cases/* lists real clients. The decision-log practice is something you can ask any current client about. We try to publish more verifiable signal than rhetoric — if you suspect otherwise, the audit will reveal it within five working days.
Yes — there is no junior layer. Two senior strategists own all accounts directly. The trade-off: we can't scale beyond ~30 accounts simultaneously without breaking the model. We treat the cap as a feature, not a limit.
We do not click applyRecommendation in Google Ads, including for the 'safe' ones (URL expansion, audience signals). Every change goes through a documented hypothesis. Documented in memory for EVA Instruments and most other accounts. The reason: Google's recommendations optimise for Google's revenue and account-health metrics, not your contribution margin.
No bake-off-style competition. We don't bid against incumbents. We do free audits — and if the audit shows your existing agency is doing it right, we'll tell you. If it shows clear gaps, you have the document to use however you want (including in conversations with your existing agency).
Then you don't necessarily need to switch. We've audited accounts where the incumbent was strong on Google Ads but weak on server-side — we ran the server-side as a discrete engagement while the incumbent stayed on media. Clean separation of scope is the requirement.
Treat every claim as falsifiable. Ask the audit to show the documented decision log. Ask for two reference calls with current clients. Ask what the agency wouldn't do for you (if the answer is 'nothing', that's a red flag). We've passed this exact due diligence — it's a sensible filter.
Five working days, written PDF, free, yours regardless of next steps. Either the rows above are real in practice — or the audit reveals otherwise.
No long contracts · Free audit before any work