Schools & institutes
Day schools, competitive-exam coaching and postgraduate institutes. Fixed intake calendars, counsellor follow-up, parents deciding rather than students.
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A lead generation agency for businesses where the sale ends in a conversation
Not e-commerce. Not brand campaigns. Businesses where somebody has to pick up a phone, and where the whole thing lives or dies on whether that call was worth making.
What we believe
Cost per lead is the most misleading number in marketing
It's the easiest metric to improve and the easiest to improve dishonestly. Loosen the targeting, shorten the form, optimize toward clicks - cost per lead drops, the dashboard looks better, and the business gets worse. We've seen accounts halve their CPL and lose money doing it.
So we work to a different number: what a qualified lead costs, and where possible what a customer costs. That means being willing to show you a cost per lead going up in month two and explaining why. It's a harder conversation than the alternative, and it's the only one worth having.
The practical consequence is that we care about parts of the funnel most ad agencies treat as somebody else's job - the form, the landing page, how fast your team calls, what happens to leads that don't answer. Ads are maybe half the work. The other half is the reason the ads pay off.
Who we work with
Four categories, because that's where the proof is
We'd rather be specific about what we've done than claim every industry.
Events & webinars
Hackathons, developer and AI events. Registrations at a cost held steady across repeat cycles, optimized on completed signups rather than page views.
Coaches & practitioners
Studios and programmes where a trial has to become a member, and proximity decides more than price.
On-demand services
Laundry, dry cleaning and shoe care - online acquisition, physical delivery, pin-code constrained.
The mechanics transfer between them. What changes is the definition of a qualified lead and the sales cycle behind it.
What we won't do
Four commitments, which cost us work
- We don't sell leads, lead lists or databases. A large part of the Indian lead gen market does. Campaigns run in your ad account, every lead is yours alone, and nothing is resold to a competitor down the road.
- We don't run your account through ours. You own the ad accounts, the pixel, the conversion history and the audiences. If we part ways there's nothing to hand back, because you had it all along.
- We don't guarantee a cost per lead. Anyone who does is either gambling or planning to hit the number with leads that don't convert. We set a target with you and report against it honestly, including when we miss.
- We don't take on work we don't think will succeed. If nobody calls your leads, or the budget can't clear the learning phase, or the deadline is unworkable - we'll say so on the audit call rather than take a retainer and hope.
How we're set up
Small, and deliberately so
You work with the people who run your account. There's no account manager between you and whoever is inside Ads Manager, and nobody gets handed to a junior after signing.
The trade-off is honest: we take on a limited number of accounts at a time, because this way of working doesn't scale by adding layers. If we're full, we'll tell you rather than stretch.
Start with the audit.
Thirty minutes, free, no obligation. You keep the findings whether or not we work together - and if we're not right for you, we'll say so on the call.