Scale Chapter · performance marketing, part of your team

Q: What does the free audit actually include?

A full read of your account: structure, budget shape, wasted spend, conversion tracking integrity, landing page and DSA alignment, and remarketing health. You get the findings written up and ranked by what each one is costing you, and they are yours to keep whether you work with us or not.

Q: Who will actually be working on my account?

A senior PPC strategist, a performance lead and a dedicated data analyst are assigned to your account by name, plus platform specialists for each channel you run. The strategist signs off on material changes before they reach a live campaign, and meets with you on a fixed weekly cadence.

Q: How quickly can we get started?

The audit turns around in a few working days from access being granted. If we move forward, the first two weeks are structural (baseline, tracking fixes, and waste removal) before anything gets scaled.

Q: Can you promise results?

No, and be wary of anyone who does. Auctions, seasonality, and your own conversion rate all move independently of us. What we do commit to is the operating standard: a fixed weekly cadence, every change documented, and the reasoning behind every recommendation shown to you.

Q: Do you work with B2B, eCommerce, and marketplaces?

All three. The measurement model differs sharply between them (pipeline-weighted for B2B, margin and POAS-aware for eCommerce, and separately classified buyer and seller intent for marketplaces) so we set the account up to match how your business actually makes money.

Q: When do we start seeing results?

Some of it inside the first few weeks: cutting wasted spend and repairing measurement usually shows up in the first month’s numbers. The structural work – account architecture, audience design, content – pays back over 60 to 90 days. On day one we write down which metric we expect to move and by when, so what we are judging on day 30 was agreed before we started.

Q: Can you work alongside our in-house team or current agency?

Usually, and it is a common way to start. We take the channel nobody has time for, or the one that is underperforming, and work in your accounts beside whoever runs the rest. The one thing we will not do is run the same channel as somebody else: two hands on one budget doubles the spend and halves the learning.

Next chapter

Let’s begin your scale chapter

We operate as an extension of your team, with frequent communication, weekly goals, and a shared understanding of what success looks like.

05Case studies

What this looks like at scale

Measurable growthTransparent reporting

One account in detail, and what working with us actually looks like.

2.14xROAS uplift

37%Lower cost per result

1.92xROAS uplift

x2.8More revenue

1.68xROAS uplift

x2.4More revenue

2.71xROAS uplift

x3.6More revenue

1.9xHigher conversion rate

42%Lower cost per acquisition

1.54xROAS uplift

44%Lower cost per result

2.36xROAS uplift

29%Lower cost per result

1.83xROAS uplift

33%Lower cost per acquisition

Every brand starts from a different place: different goals, different budgets, different competition. The one thing that never changes is choosing the right route to the result.

06Reporting

Your reporting, built from the ground up.

We instrument the tracking, model the data behind it, and turn the questions you actually ask into live dashboards. Choose from what we propose or describe what you want to see. Either way it gets built, and it keeps running.

Portrait of our Lead Data Analyst — **Lead Data Analyst**Ask me anything

scalechapter.com / reporting

Your dashboards

scalechapter.com / reporting / audience
Segments
Audience performance analysis
Which audiences are worth more than we are paying for them?
Every segment you can target, rolled into the four groups that spend the budget and plotted by what each returns against what it costs. The two dotted lines are the account blend and the average share, so anything sitting to the right of one and below the other is taking budget it has not earned.
0.0x0.2x
blended ROAS, 28 days
0.0x
best to worst ROAS, four groups
0
segments tracked
Quadrant · return against share of spend28d
Bubble area is group spend. Dotted lines are the 4.2x blend and the 25% average group share.
Segment groupSpend shareROAS28d
Returning · high intent31%6.4x0.6x
In-market · B2B software24%4.1x0.3x
Lookalike · closed won19%3.7x0.2x
Broad · prospecting26%1.9x0.4x
34 segments in 4 groups · sorted by ROAS · shares total 100%
scalechapter.com / reporting / keyword
Search
Keyword performance analysis
Which terms are earning their place, and which are just old?
Term level history with match type, quality and margin on one view, so a keyword that used to work is separated from one that still does. The faint line is the same eight weeks a year ago.
-0%$18
cost per conversion, 8 weeks
0
terms scored each week
0
negatives added this quarter
Trend · cost per conversion against last year8w
Blended cost per conversion, week by week. $82 in W1, $64 in W8.
Term groupSpend shareCost / conv.8w
Generic head26%$13240%
Competitor26%$7423%
Generic long tail42%$6224%
Brand + product6%$185%
4 groups · sorted by cost · shares total 100% · weighted they blend to $64
scalechapter.com / reporting / landing
Pages
Landing page analysis
Where does the traffic we paid for stop converting?
Page level conversion against load time, scroll depth and the campaigns feeding each URL, summarised here by page group. The point is to tell a traffic problem apart from a page problem, which one number for the site cannot do.
0.0%0.5pt
blended conversion rate
0
paid sessions, 28 days
0
pages instrumented
Ranked · conversion rate against the site blend28d
Conversion rate by page group. The dotted line is the 4.4% site blend.
Page groupSessionsConv. rate28d
/pricing18,4007.8%1.4pt
/platform/*12,1005.2%0.6pt
/compare/*9,3004.6%0.4pt
/blog · commercial22,7001.1%0.3pt
46 pages in 4 groups · 62,500 sessions and 2,742 conversions · sorted by rate
scalechapter.com / reporting / budget
Spend
Budget allocation analysis
If the next thousand went somewhere else, would it earn more?
Where the money sits now, what each slice returns at the margin, and what the model would move. Pacing and margin are on one page, because a channel can be on budget and still be the wrong place for it.
$0K
monthly spend modelled
0.0x0.1x
blended marginal ROAS
+$0.0K
monthly revenue if moved
Allocation · current split against the modelled one1mo
Paid search · 42%
Paid social · 27%
Shopping feed · 19%
Retargeting · 12%
Shopping +7ptPaid social 5ptPaid search 2ptRetargeting hold
Current split of $212K. The chips are what the model would move, in points of budget.
ChannelSpend / moMarginal ROASMove
Shopping · feed$40.3K5.2x7pt
Paid search$89.0K4.4x2pt
Paid social$57.2K3.1x5pt
Retargeting$25.4K2.6xhold
4 channels · $212K a month · the moves net to zero
scalechapter.com / reporting / creative
Creative
Ad creative performance analysis
Which ads are still working, and which have burned out?
Every headline, description and asset tracked week by week against the account average and grouped into the themes they argue, so a creative that is tiring is caught while it is tiring rather than after the cost per acquisition has moved.
0.0%
blended CTR, 28 days
0.0x
best to worst CTR, four themes
0 days
median time to fatigue
Heat map · CTR index, week by week6w
CTR indexed to the 4.4% account blend. 100 is average, under 70 is fatigued.
Creative themeImpressionsCTRIndex
Outcome-led headline425K6.1%139
Price-anchored385K4.8%109
Social proof300K4.2%95
Feature list330K1.9%43
186 live assets in 4 themes · 1.44M impressions · sorted by CTR
scalechapter.com / reporting / auction
Auction
Competitor and auction analysis
Where are we losing the auction, and is it rank or budget?
Impression share split into what you won, what you lost on rank and what you lost on budget, tracked per competitor. The three have completely different fixes and are usually reported as one number.
0%20pt
impression share held
0%
lost to budget, not rank
0
competitors tracked
Composition · impression share, won and lost8w
Won
Lost to rank
Lost to budget
Every week totals 100%: what we won, what rank cost us, what budget cost us.
CompetitorAuction overlapOutranks you8w
Incumbent · enterprise61%38%4pt
Mid-market rival47%22%6pt
Marketplace listing28%14%1pt
Low-cost entrant34%9%2pt
4 of 9 competitors · sorted by how often they outrank you
scalechapter.com / reporting / leads
Revenue
Lead quality and revenue analysis
Which spend produced revenue, not just form fills?
Your CRM outcomes matched back to the campaign, keyword and creative that produced them, with every source you run collected into four groups. A source that generates cheap leads and no closed business shows up here, and nowhere else.
0.0%0.7pt
lead to closed won
$0.0M
closed revenue attributed
$0.0K
average closed deal
Funnel · leads matched to closed revenue90d
4,120 leads, 1,236 qualified, 412 in pipeline, 168 closed, over 90 days.
Source groupCost / leadCost / closed90d
Content download$14$3,90031%
Paid social · lookalike$28$1,24014%
Competitor search$96$5808%
Brand search$42$31012%
11 sources in 4 groups · 168 closed deals in 90 days · sorted by cost per deal
These dashboards are not picked off a menu. Every one of them is built around your account and the questions you actually ask. If you need a view that is not here, say so and we will build that one too.

Nobody signs anything until a month of work has argued for it

Most agencies ask you to buy the pitch and find out afterwards. We would rather you saw the work first: we read the account, we run it for thirty days, and then you decide with something real to decide on.

Day 0

We audit your whole account, free

Read-only access is all we take. A senior strategist goes through the whole thing and writes up what it is costing you, ranked, with the fix attached, specific enough to hand to whoever runs it now.

It costs nothing, and the findings are yours either way.

Day 1 – 30

We run your growth for a full month

Not a pilot and not a demonstration. The first fortnight is structural (baseline, tracking repaired, waste removed) before a dollar of it is scaled. Same people, same cadence, same standard as a client of two years.

You keep every account, every structure and every learning, whether or not you carry on.

Day 30

You decide, on the results

By then you are judging a month of real work rather than a deck describing it. We would like to carry on, and we would rather the month made that case than a pitch.

No card, no contract, and no notice period to serve.

What the audit goes through

The list a strategist works down with your account open. Nothing on it is generated: every line is a question somebody answers with your numbers in front of them.

207 checks across 22 areas

Are sales and leads actually measured correctly?
Are there duplicate conversions?
Have the wrong conversions been fed into optimisation?
Is revenue and conversion value correct?
Do the real sales in the CRM match the conversions in the ad platform?
Do the click and view windows match this account’s sales cycle?
Is server-side measurement in place, and does it agree with the client side?
How much data is consent mode and the cookie banner costing the measurement?
Are enhanced conversions on, and what is the match rate?
Does the offline conversion upload run, and how far behind is it?
Which conversions are marked primary, and which secondary?
Is the gap between analytics, the ad platform and the CRM within a tolerable range?
Are phone calls and conversions that do not go through a form measured at all?
Is test and internal traffic excluded?

What share of total spend reaches something that produces a result?
How much goes to campaigns, keywords and search terms that convert nothing?
Do the best performing areas have enough budget?
Are the poor performers consuming more than they should?
On what logic is the budget split across channels?
Which campaigns are capped by their budget?
Is the budget spent unevenly across the month, leaving a gap at the end of it?
What share of spend goes to brand traffic rather than to new demand?
Is the balance between acquisition and remarketing right?
Are shared budgets hiding performance?

Spend that produces no conversion
Spend on irrelevant search terms
Spend that produces low quality leads
Spend on products and categories that do not sell
Spend in the wrong locations
Brand traffic bought that would have arrived anyway
The same user, or the same intent, targeted by more than one campaign
Spend reaching low quality placements on display and video
Search partners and broadened matches added automatically
Invalid traffic from in-app and game placements
Spend on discontinued products and out-of-stock items
Spend outside working hours that produces nothing

Spend, conversions and revenue, campaign by campaign
Cost per acquisition, and cost per acquired customer
Return on ad spend
Conversion rate
Profitability
Which campaigns should be scaled?
Which should be cut back, or turned off?
How do search, shopping, performance max and demand generation differ here?
Do the bidding strategies match the goals they are set against?
Are any campaigns stuck in learning?
Are there more campaigns than the account’s volume can feed?
Is any campaign carrying a budget it has never once spent in full?
Are the naming and the structure consistent enough to report on?

Which keyword spends how much?
Which keyword brings sales?
Which one brings traffic and nothing else?
Which one is expensive but worth it?
Which one looks cheap and brings poor leads?
Which keywords could take more budget?
Does the match type mix suit how mature the account is?
Where is quality score low, and which of its parts is dragging?
Is lost impression share coming from budget, or from rank?
Is the same keyword repeated across several ad groups?
Are the negative lists current, and applied at the right level?

What are people actually typing before they click?
Which queries bring sales?
Which queries only burn money?
What new keyword opportunities are surfacing?
Which queries should be negated?
Is the split between brand and non-brand queries clean?
Is the spend going to competitor brands deliberate?
Are research queries separated from buying ones?
Are performance max and shopping search terms visible, and how much is not?
What share is one-off, low volume queries?

Which campaign brings the most revenue?
Is that revenue actually profitable?
Are low margin products producing a falsely high return?
Are these new customers, or existing ones buying again?
First order value
Customer lifetime value
How do returns and cancellations differ by campaign?
Where are discounts and coupons concentrated?
Do basket size and item count differ by channel?
On subscriptions, is first month revenue being measured, or contract value?

Which audience buys more?
How far apart are new customers and returning ones?
Is the balance between remarketing and prospecting the right one?
Are there serious differences between demographic segments?
Audience segments that bring poor quality traffic
Are the customer lists current, and is the match rate good enough?
Are lookalike audiences still producing value?
Are the exclusion lists set up correctly?
Are audience signals fed correctly into the automated campaigns?

The split of spend between mobile and desktop
Conversion rate, cost per acquisition and return, side by side by device
Is mobile traffic arriving and then being lost on the landing page?
Do the ads, the extensions and the forms render properly on a small screen?
Is in-app traffic being read as mobile web, and priced as though it were?
Are tablets and television screens separated out?
Are the device bid adjustments still valid?
Does the conversion window allow for a journey that starts on a phone and finishes on a desktop?

Which ad brings a real conversion?
Which message brings the better customer?
Which creative spends and returns nothing?
Has creative fatigue set in?
Is a new creative test needed?
Is there an offer or a positioning problem underneath?
Does every ad group have enough ads in it?
Are assets missing: headlines, descriptions, images, video?
Are the extensions and sitelinks current?
Do the ad and the landing page make the same promise?
Where do we differ from what the competitors are saying?

Which landing page brings sales?
Which one has a low conversion rate?
Do the ad and the page share an intent?
Is there a drop-off problem in the form?
Is there a mobile performance problem?
Which pages should not be receiving traffic at all?
Where do load speed and core web vitals break the conversion?
Is there one clear action on the page?
Are the trust elements there: references, certifications, honest pricing?
Is there a test history, and were the results ever applied?

The half of an audit that is worth more than the savings.

Campaigns that would grow with more budget
Keywords and products that could carry more volume
Bid and budget caps nobody has revisited since the day they were set
New keyword and search term opportunities
High conversion rate, low spend
High return, low traffic
Campaign types and placements never tried
New markets and regions
Volume that a wider product feed would open up
Cross-sell campaigns aimed at the customers you already have

Does the structure match how the business actually sells?
How many campaigns are running that nobody would defend today?
Are naming conventions consistent enough to report on?
Which settings were left on the defaults nobody chose?
Are the network, partner and search-partner settings deliberate?
Is ad rotation set, or is it whatever it was on the day the campaign launched?
How many ad groups hold a single keyword nobody has looked at since?
Are conversion actions, audiences and lists shared across accounts correctly?
Is there anything paused that should be deleted, or deleted that should be paused?
Who has access, and does any of it need removing?

Which bid strategy is each campaign on, and why that one?
Do the target ROAS and target CPA figures match what the business can actually pay?
When was a target last changed, and what happened after it?
Are there enough conversions a month for the strategy to learn from?
Is the learning phase ever finishing, or is it restarted by every edit?
Are bid adjustments still on from a manual era that ended?
Which automated rules and scripts are running, and does anybody read what they do?
Are recommendations being auto-applied without a person seeing them?
Are seasonality adjustments and data exclusions used where they belong?
Is a portfolio strategy hiding a campaign that should be judged on its own?

How much of the spend is on the brand name?
How much of the reported return is brand traffic that would have arrived anyway?
What do the numbers look like with brand taken out?
Is anybody bidding on the brand name, and is it worth answering?
Are brand and non-brand separated well enough to be judged separately?
Is the brand campaign protecting the name or just buying it back?
What share of conversions comes from people who already knew the name?

Which audiences exist, and when was each one last refreshed?
Are any of them too small to serve?
Is the same person seeing the same ad for the tenth time?
Are frequency caps set anywhere at all?
Are existing customers being excluded where they should be?
Is there a campaign aimed at people who bought once and never came back?
How much of the return credited to remarketing is a purchase that was already coming?
Are the customer lists uploaded, matched and still current?

Who else is in the auction, and how often?
Where is impression share being lost, to rank or to budget?
Which competitor is gaining, and on what?
Is the offer competitive on the terms it is bidding on?
Are competitor names worth bidding on, and is the landing page good enough to answer them?
What does the auction look like at the times and in the regions that matter most?
Which position is worth paying for, and which is vanity?

The first thirty days, service by service

What "we do the actual work" means, named. Every line is work that happens inside the month for a real account, never a result, because a result in advance is a promise about your business that nobody can make.

36 milestones across 12 services

Performance marketing

Organic growth

Sales activity

Performance marketing

Google Ads

We make the account readable in the first week, and leave a structure built to scale by the end of the month.

The account made readableA full audit against a written ninety-day baseline, and conversion tracking rebuilt end to end and reconciled with what the CRM says actually sold, because the whole account optimises on that one number.
Rebuilt around the moneyThe structure redrawn around how the business actually earns, the waste it was hiding taken out with it: negatives, dead search terms, placements and out-of-stock products. Bidding moves onto the goal that matters once the data underneath can carry it.
New copy, new pages, first test liveAd copy, extensions and the landing pages behind them rewritten, with the first test running rather than planned.

FAQs

Frequently asked questions

If yours is not here, ask it. A senior strategist answers, usually the same day, and you will get a straight number rather than a range.

Everything in one teamMedia, data and the technology under both

Built on our own engineNot a licence somebody else can revoke

Thirty days to judge usYou decide at the end, on your numbers

Ask your question hello@scalechapter.com

PricingHow much does it cost to work with us?

A flat monthly fee, agreed in writing before anything starts, and never a percentage of your ad spend – so the number does not move when your budget does. Nothing to pay to find out what it would be: the audit is free, and the proposal that follows it names the team, the plan and the fee on one page. If the answer is no, you keep the audit anyway. If it is yes, there is no minimum term and no notice period. What sets the figure is how many channels you want run and how much of the execution you want us to own, and we will tell you exactly where you land before you decide anything.

AuditWhat does the free audit actually include?

TrialIs the 30-day trial really the full service?

Yes, and that is the whole point of it. You get the same three people, the same weekly cadence and the same standard a client of two years gets, from week one. Nothing is held back until after you sign, because there is nothing to sign: no card, no contract, no notice period. Thirty days later you are deciding on a month of real work on your own account rather than on a deck describing one, and everything built in those thirty days stays with you either way.

TeamWho will actually be working on my account?

TimingHow quickly can we get started?

LeavingWhat happens if we want to stop?

You tell us, and it stops. No notice period and nothing to claw back: it all runs in your own accounts under your own billing, so the campaigns, tracking, audiences and feeds are already yours and revoking our access takes a minute. So is everything we built around them. The dashboards, the reporting and any custom software we wrote for you are permanently yours, with access that outlasts the engagement. We hand over the written standard the account runs to as well, so whoever takes it on is not starting from a blank page.

HonestyCan you promise results?

FitDo you work with B2B, eCommerce, and marketplaces?

ResultsWhen do we start seeing results?

Working togetherCan you work alongside our in-house team or current agency?

Contact

Tell us what you are trying to fix.

The team you will work with

Chief Growth OfficerAsk me anything
Creative Strategy LeadAsk me anything
Organic Growth LeadAsk me anything
Content Strategy LeadAsk me anything

Book a call30 minutes

Pick a time that works

Thirty minutes with the people who would run the account. Nothing to prepare, and nothing to sign at the end of it.

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Part of your team from day one.

Every discipline your growth needs, under one strategy

Let’s begin your scale chapter

What this looks like at scale

Your reporting, built from the ground up.

Your dashboards

Audience performance analysis

Keyword performance analysis

Landing page analysis

Budget allocation analysis

Ad creative performance analysis

Competitor and auction analysis

Lead quality and revenue analysis