A funnel is not a channel list. It is what the buyer does next.
Ads at the top, something worth having in the middle, retargeting and email at the bottom, and tracking underneath the whole thing so you can see which part is broken. Built around your offer and your buyer, not off a template.
The ads are rarely the problem
When a campaign is not working, the instinct is to change the creative or add budget. In the accounts we have opened this year the fault was somewhere else every single time: the wrong optimisation event, a destination that asked people to log in before they had an account, a recovery email sitting in draft, a pixel reporting numbers nobody had checked.
A real one, from July
A client was paying to send brand new people to a login page. Seven and a half thousand of them arrived, one in ten got through, and the rest met a password field for an account they did not have. That is six thousand two hundred rand of a six thousand nine hundred rand budget, buying visits to a locked door. One field fixed it. No new creative, no extra spend.
Top, middle, bottom
Rebuilt per client. A retailer with stock on a shelf and a coach selling a course need different middles, and pretending otherwise is how templates fail.
Get in front of people who have never heard of you
Ad creative shot for the platform it runs on, not one export cross-posted five times. Different hook timing, different captions, different length per platform, because each one ranks on different things.
- Shot creative, not stock
- A separate edit per platform
- Paid on Meta and Google
- Organic that carries the same message
Give the interested ones a reason to stay interested
Most people are not ready the day they meet you. Something has to hold them: a lead magnet worth having, then an email sequence that is useful rather than a monthly newsletter nobody opens.
- A hand-raiser people actually want
- Welcome and nurture sequences
- List segmentation that means something
- WhatsApp where that fits better
Go back for the ones who nearly bought
The cheapest audience you will ever reach is the one that already visited and left. That only works if the tracking is real, which on most accounts we open, it is not.
- Retargeting built on clean audiences
- Abandoned cart and abandoned enquiry recovery
- Offers aimed at the nearly-there
- Reporting that ties spend to sales
We build the plumbing as well as the film.
We also build software, which is why this part is not outsourced and why the tracking tends to be right.
An audit before a rand is spent
We open the ad account, the site and the checkout first. Twice this year that alone found more money than a new campaign would have made.
Tracking that survives an audit
Pixel plus server-side conversions, with rand values attached. Browser-only tracking quietly under-reports and then you optimise against a lie.
Reporting in rands, not reach
Impressions are not a result. You get cost per lead, cost per sale, and the honest note when a campaign is not working yet.
What it looks like when it works
Clients are unnamed until each one has said in writing that we may name them.
views in four days, for nothing
15 → 2,101
followers
R0
ad spend
2
videos
Two videos, shot in an afternoon, in Afrikaans, for a store nobody had heard of. The page had fifteen followers on the Wednesday and over two thousand by the Saturday.
A hardware and paint retailer, Pretoria
Metricool, 9 to 13 September 2026 · client not named, on request
of abandoned carts recovered by one email
1,474
month 1
150
best day
11
emails live
Platform, payments, pixel, server-side tracking in rands, and eleven lifecycle emails. Built by the same people who shot the video that drove the traffic.
An online membership platform
Platform analytics and Meta Events Manager, July to September 2026 · client not named, on request
What you will not get from us
- Boosting posts and calling it a strategy
- A monthly report that reprints what the platform already showed you
- One video cross-posted to five platforms unchanged
- Optimising for Purchase on a product that sells twice a month
How the engagement works
Monthly, with a three month minimum, because nothing in a funnel can be judged in three weeks. Ad spend is paid by you straight to the platform, never through us. Everything is scoped and signed before work starts, and if a package does not fit your budget we will say so before you book us rather than after.
Find out what is leaking first
The teardown is free and it is the same work we would do in week one of a paid engagement. If the answer is that your setup is fine, that is a useful thing to know and it costs you nothing.