Algeria AgencyOur method
How we work
Measure first, then fix, and show you the numbers even when they are bad.
Our method fits in one sentence: we change nothing before we can measure the effect of the change. That sounds obvious, and it is nonetheless the step almost everyone skips, because it produces nothing visible for the first fortnight.
In practice this means the first month of an engagement is often the least spectacular and the most decisive. Once measurement is in place, every subsequent decision rests on numbers rather than instinct, and it becomes possible to say "this is not working" without it being an opinion.
The second rule is one change at a time. Altering targeting, page and budget at once produces a result — but nobody knows which of the three produced it, and the lesson is lost for the next campaign.
The third is that the deadline is set before starting. A campaign judged after three weeks in a trade where customers decide over three months will be cut wrongly, and that is the most frequent mistake we find in the accounts handed to us.
How we work
Understand
What you sell, to whom, at what margin, and what a customer is genuinely worth to you.
Measure
Install and verify conversion tracking. Without this step, the rest is a conversation about impressions.
Fix
The most expensive problem first, one change at a time, so we know which change did what.
Report
A monthly report saying what worked, what did not, and what we are changing.
What that requires from you
We will need access: to your analytics, your ad manager, sometimes your site. We ask for delegated access on your own accounts rather than passwords, and you can revoke it at any time.
We will also need answers. The most common delay in our work is not technical: it is waiting for an approval or a piece of information only the client has. We will say plainly when that is what is holding things up.
And we will show you the bad months. A report where everything is always fine is a report nobody reads.
Why measurement comes before everything else
Without verified tracking, a campaign is judged on impressions and clicks — that is, on what the platform bills for rather than on what earns you money. The two are not correlated, and a campaign can beat every one of its indicators and sell nothing.
Badly installed tracking is worse than none, because it produces numbers that inspire confidence. We verify every conversion by triggering it ourselves before using it to decide anything.
The first figure we look for is what a customer is worth to you over time. Without it, nobody can say whether an acquisition cost is good or bad — and it is the figure most often missing from the accounts we take over.
What a monthly report contains
What was done, what it produced, and what we are changing next month. Three parts, on one page, written to be read by somebody who has not followed the detail.
The bad results come first, with a hypothesis about the cause. A report that opens with good news teaches the reader to stop reading the end.
And decisions to be made are stated explicitly, along with what happens if you do not decide. Most delays in our work come from a pending decision that was never phrased as one.
When we tell you to stop
Sometimes a campaign cannot work, and it shows in the numbers before it shows in the bank account. A price out of line with the market, an offer nobody searches for, a delivery time competitors beat by a week: no advertising setting corrects that.
In that case we say so, along with what we looked at to conclude it. Continuing to bill for work we know will produce nothing is the one thing we absolutely refuse to do.
And when the problem is solvable but not by us — a product to rework, a sales process to revisit — we say that too, even if it ends the engagement.
Frequently asked questions
How often do we review?
A written report monthly, and a conversation whenever there is a decision to make. We do not bill for meetings held to look busy.
What happens if results do not come?
We tell you before you notice, with a hypothesis about the cause and a proposal. If we conclude the problem is not solvable by marketing — a price out of line with the market, an offer nobody wants — we will say that too.
Can I keep my current supplier alongside you?
Yes, provided each side’s scope is written down. Two agencies editing the same campaigns without talking produce results nobody can interpret.
Why only one change at a time?
Because three simultaneous changes give a result with no explanation. Going slightly slower in month one pays for itself every month after.
How long before we know if it is working?
It depends on your customers’ decision cycle, and we set the deadline before starting. That is what stops a campaign being cut just before it produces.
How to start
If this way of working suits you, the first step is an audit: we look at what exists and what is measurable today.
You come out of it with a written diagnosis and an order of priority, whether you continue with us or not.
Let us talk about your project
A free audit, no commitment: we look at your online presence and tell you what is holding it back.