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Guides for business owners, not marketers

Practical writing on what digital marketing costs in India, how local search actually works, and where each channel earns its money. No jargon, no guaranteed-ranking promises.

6 guides Written for Indian businesses Updated 2026-07-26
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Process

How an engagement runs

Six stages, in this order. We do not skip ahead because a client is impatient — the sequence exists because each stage depends on the one before it.

01

Discovery and audit

Everything currently running is reviewed together — search, paid, social, website, follow-up. Channels are almost never failing independently; the gaps between them are usually where the money leaks.

02

One strategy document

A single plan covering every active channel with a stated role for each. Without it, channels compete for the same budget while claiming credit for the same enquiries.

03

Shared research layer

Keyword and audience research done once and used by every channel. Paying two agencies to research the same business twice is the most common hidden cost of a split setup.

04

Sequenced rollout

Paid launches first because it produces data fastest. Organic and content build underneath it. Social runs alongside to make both cheaper. Turning everything on at once makes attribution impossible.

05

Conversion infrastructure

Landing pages, forms, tracking and CRM routing. Sending more traffic to a site that does not convert is an expensive way to discover the site does not convert.

06

One report, one call

Consolidated monthly reporting that leads with enquiries and cost per enquiry, with channel detail underneath for anyone who wants it.

Pitfalls

The mistakes we see most often

Every one of these comes from an account or a site we have actually inherited. None of them are hypothetical.

AVOID

Splitting channels across vendors

Each optimises their slice, nobody owns the gaps, and research gets paid for twice. The gaps between channels are where enquiries leak.

AVOID

Turning everything on at once

Simultaneous launch across five channels makes attribution impossible. Sequenced rollout tells you what actually worked.

AVOID

Judging channels in isolation

Social rarely closes the sale directly; it makes search and paid cheaper. Measured alone it looks like failure, measured in context it often subsidises everything else.

AVOID

No conversion infrastructure

More traffic to a site that does not convert is an expensive way to confirm the site does not convert. Fix the destination before increasing volume.

AVOID

Changing strategy every month

Compounding channels need at least two quarters to show their shape. Agencies overhauling the plan every reporting cycle are usually managing anxiety, not performance.

Before you hire anyone

Questions worth asking

Ask these of us and of everyone else you are considering anywhere. The answers separate agencies faster than any proposal does.

If an answer is vague, that is the answer. Vagueness at the sales stage becomes vagueness in reporting.

  • — Who owns the accounts, domain and data if we leave?
  • — What exactly is delivered each month, in writing?
  • — Do you mark up ad spend or media cost?
  • — Who actually does the work, and where do they sit?
  • — What is the notice period, and what happens on exit?
  • — Can I speak to a client you stopped working with?
  • — What would make you tell me to stop spending?
Expectations

What results realistically look like

Honest timelines, based on engagements we have actually run rather than what sounds persuasive in a pitch.

WEEKS 1–4

Foundation

Audit, fixes and setup. Little visible movement. This is the stage clients find hardest, and skipping it is why most engagements underperform later.

MONTHS 2–3

First signals

Early movement on long-tail terms, campaigns stabilising, first attributable enquiries. Enough data to know what is working and what is not.

MONTHS 4–6

Compounding

Commercial keywords move, cost per enquiry falls as the account matures, and content published earlier starts ranking. This is where the work pays back.

MONTH 6+

Scale or stop

By now the numbers are clear. Either we scale what works, or we tell you honestly that the channel is not right for your business.

Plain English

Terms you will hear, explained

Agencies hide behind jargon. Here is what the words actually mean, so you can hold any vendor to account — including us.

Attribution

Assigning credit for an enquiry across the channels that touched it. Last-click flatters paid and undervalues everything upstream.

CAC

Customer acquisition cost — total spend divided by customers won. The number that decides whether marketing is working.

Full funnel

Covering awareness, consideration and decision rather than only the final click.

Marketing stack

The combined tools running your marketing. Fragmented stacks lose data at every handoff.

Incrementality

Whether a channel produced sales that would not have happened anyway. Rarely measured, frequently assumed.

More questions

Things clients ask before signing

Can we start with one channel and expand?

That is usually what we recommend. Two channels, then expand once there is data showing where the next rupee performs best. Buying everything on day one is rarely the efficient move.

How is this cheaper than separate vendors?

The research and reporting layer is shared instead of repeated. Combined engagements typically land 20–30% below the sum of the same services bought individually.

Who is our point of contact?

One account strategist who owns the whole engagement. You do not brief a different person per channel.

What contract length?

Monthly rolling after an initial three-month period, which exists because compounding channels need a fair run to show anything. No annual lock-in.

What if it is not working?

We tell you, with numbers, and either change approach or recommend you stop. An agency that never delivers bad news is not reporting honestly.

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