How we work
Fix the inputs, launch, then prove what the ads caused
Google and Meta automate most of the buying now. What still decides results is the conversion data, the offer, the landing page and the creative they get. So that's where our time goes, and we test the outcome.
The Madz Method
01
Audit
We check your tracking, offer and landing pages against your real leads or orders. You get the findings whether or not you hire us.
02
Inputs
We fix the inputs the algorithms learn from: conversion data, the offer, the landing page and creative volume.
03
Launch
A simple campaign structure on Google and/or Meta, with budgets set from your margins.
04
Prove
A holdout test shows how many sales the ads caused, separate from sales that would have happened anyway.
05
Compound
Budget moves to what the test proved. New creative and offers go into the next round.
Step 4
How a holdout test works
Ad platforms count every conversion they touched, including sales you'd have made anyway. A holdout test separates the two.
- 1. Split. We divide your market into comparable groups, usually regions or counties, and pick some at random to see no ads from one channel.
- 2. Run. For 4–8 weeks the rest of the market sees ads as usual. Nothing else changes.
- 3. Compare. We compare qualified leads or orders per head of population between the two groups. The gap is the lift the ads caused.
- 4. Report honestly. You get the dates, the regions, the raw counts and an uncertainty range. Smaller budgets mean wider ranges and longer tests, and we'll say so.
Holdout test · Meta · 6 weeks
Sample report · illustrative numbers
Qualified leads per 100k population
- Lift caused by ads
- +54%
- 90% interval
- +31% to +78%
- Cost per extra lead
- €58
Strategist's note: Meta ads are adding leads that wouldn't have come in otherwise. The platform reported 2.1× more conversions than the test supports, so we're setting budgets from the test figure. Next test: Google brand search.
Your first 90 days
What happens, and when
Days 1–30 · Pilot
- Tracking audit against your real leads or orders
- Server-side events (Conversions API / Enhanced Conversions) live
- One landing page for your main offer
- First campaign launched on one channel
- Dated month-1 plan, signed off by you on day 3
Days 31–60
- Second channel added (Growth and Scale)
- First creative batch tested
- Lead-quality feedback flowing back to Google and Meta
- Budgets reset from cost per qualified lead
Days 61–90
- First holdout test designed, run and read
- Budget moved to what the test supports
- Quarterly review: what we learned and the next three tests
Reporting
A weekly note from a person, not a dashboard dump
You get a live dashboard, and every agency offers one. What matters more is the weekly written note: what changed, why, and what we're doing next. It's written by the strategist who made the change.
Find out what your ads are really doing.
Book a 30-minute call, or ask for the free recorded audit and decide afterwards. Either way you'll get a straight answer on whether we can help.
We reply within 1 business day (CET/EET).