Execution & Optimisation. Week 13+.
Ninety percent of agencies fall apart at execution. The strategy was good, the creative was good, but nobody made the numbers move. This phase is where we earn the fee — day-to-day operations of paid, SEO, content, social, and creative, run against revenue outcomes, reviewed weekly.
Revenue over impressions
Every weekly review starts with revenue, MER, CAC and conversion. Impressions and reach are the last slide, if they appear at all.
Weekly reallocation
Money moves weekly across creative, channels and audiences based on server-side attribution — not once a quarter.
One senior operator, named
Your engagement has a single named senior operator across paid, SEO and creative. Not a pod.
Week by week.
- 01Launch checklist
A 60-item pre-launch checklist across tracking, tagging, creative rotation, budgeting, targeting, and legal. Signed off before anything goes live.
- 02Server-side tracking
Server-side events, warehouse-verified MER, and a source of truth dashboard that reconciles with the CFO's numbers.
- 03Weekly review ritual
Every Monday, 45 minutes, same agenda: revenue, MER, CAC, top and bottom creatives, decisions made. Written notes shared same day.
- 04Creative iteration loop
New creative every 2 weeks minimum. Winners get more spend, fatigued creative gets retired ruthlessly.
- 05SEO & content execution
Publishing cadence held to schedule. Technical SEO, link work, and internal linking maintained continuously.
- 06Monthly deep review
Once a month, a 90-minute deep review — what worked, what didn't, what we're changing, and where reallocation is going next.
- ◆Launch checklist (signed)
- ◆Server-side tracking and MER dashboard
- ◆Weekly written review notes
- ◆Creative refresh every 2 weeks
- ◆Monthly deep-review memo
- ◆Quarterly reallocation recommendation
- —Vanity dashboards that don't reconcile with the P&L
- —'Set and forget' paid campaigns
- —60-slide monthly reviews with no decisions
- —Reallocation only at quarter-end
Common questions about Execution & Optimisation.
Do we get access to the ad accounts and dashboards?+
Yes. Everything is on your side. You own the accounts, the data, and the dashboards from day one.
How fast can you scale spend?+
As fast as MER holds. We won't scale into a leaky bucket — if unit economics break, we stop, not accelerate.
What happens if a channel isn't working?+
We tell you, cut spend, and reallocate. We have retired channels for clients that were performing 'fine' on platform-reported metrics but losing money on the P&L.