What stays with you afterwards
A chain of five numbers
Cost per enquiry → the share that is relevant → the share that reaches a deal → your average order value → what is left. Break the chain anywhere and a "cheap enquiry" stops being good news.
An understanding of what moves the price
Demand and the competition for it, how precise the keywords are, the wording of the ad and what the person sees after the click. Two of those four are not about advertising at all — they are about your page.
A list of questions for a contractor
What to ask any of them — us or somebody else — so that a conversation about the cost of an enquiry becomes checkable.
When people come to us with this
People read this page when the numbers are already there and the trust in them is not.
You are quoted a cost per enquiry with no explanation
The figure looks good and it is unclear what it is made of. Here is the same arithmetic, laid out step by step.
Plenty of enquiries, few clients
Then the wrong thing is being counted. A cost per enquiry without the relevant share and the conversion into a client says nothing at all.
You are comparing contractors
One says the enquiry is cheaper, the other says it is dearer — and they are counting different things. We go through what to ask so the comparison is fair.
You are deciding whether to start at all
Sometimes the right answer is not to start: at your order value and your conversion the advertising will not add up. That is a result too.
A clear order, no surprises
1 · A conversation
Half an hour about your business: who buys from you, at what average order value and what you have already tried. No account access is needed at this step.
2 · The numbers and a plan
We do the arithmetic before the start: what an enquiry may cost and whether that adds up against your order value. If it does not, we say so before you spend.
3 · Launch and watching
We build the campaigns inside your own account, start them and stay around: we look at enquiries rather than impressions and tell you what changed and why.
The figure is named in a quote for your task, once it is clear how many campaigns and keywords are involved and what has already been done before us. There is no price list here on purpose: an "average price" in advertising means averaged work, and you pay for yours.
What we do ourselves and what we do with partners
We do this ourselves
We count this chain every month on the live campaigns of a client project of the agency — and on our own enquiries too.
We run source tagging down to the CRM record ourselves: without it the middle of the chain, the relevant share, simply cannot be counted.
Demand and the competition for it are measured by machine from a live keyword base, not from impressions.
We build this out for you
Matching spend against actual sales inside your accounting system — the core is there, the link we build out for the task and name the timing before we start.
Where a partner does the work, we stay your single point of contact: we pick the contractor, set the task, watch the timing and answer to you for the result. The contract names the contractor honestly — no "we do everything in-house".
What people usually ask
Why is there no price list and no ready cost per enquiry?
How do I count it if the selling happens by phone?
What if an enquiry costs more than I am willing to pay?
Let us look at your task
Half an hour about your business — no access to your advertising accounts and no commitments.
We call back during working hours. Company details are optional — if you give them, we read the open registries first and come to the conversation prepared.