Who we work with
The sectors whose economics we already know
The mechanics of an ad auction are the same everywhere. What changes is the math underneath: margin, lifetime value, sales cycle, and what the platforms will let you say.
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Online retail
Feed quality, margin math and surviving seasonality.
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Software and SaaS
Long cycles, payback windows, and the trial signup trap.
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Clinics and practices
Patient acquisition inside HIPAA aware tracking constraints.
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Law firms
The costliest clicks in search, and how to win them selectively.
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Contractors and trades
Local intent, call tracking, and making the phone ring on schedule.
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Property and realty
Long windows, restricted targeting, patient nurture.
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Finance and insurance
Certification, restricted product policy and brutal lead costs.
Why sector matters
The same return means different things
A 4x return on ad spend is a triumph for a law firm and a slow bankruptcy for a retailer running 22% gross margin. Benchmarks published by ad platforms average across both and are therefore useless to either.
So the first conversation is rarely about keywords at all. It is about four numbers: what one customer earns you, what it costs to serve them, how long they take to decide, and how many of them exist. Those four determine whether paid media is a good idea at all, and we have told people it was not.
What changes by sector
- Margin structure. Sets your break even return and therefore every bid ceiling in the account.
- Sales cycle length. A ninety day cycle means the first quarter of data is measuring the wrong thing.
- Platform policy. Healthcare, finance, legal and housing all sit under restricted categories with real limits on targeting and on what you may send back to the platform.
- Lead quality variance. In some sectors every form fill is roughly equal. In others, nine in ten are worthless and the tenth pays for the year.
We have run spend well outside these seven. The pages exist because those are the sectors where we have enough repetition to say something specific. If yours is missing, the underlying method does not change.
Next step
Find out what your account is wasting
Send us access and we will come back with a written audit: where the budget is leaking, what it is costing you, and the three fixes worth doing first. No charge, no obligation.