Lead gen, as a service.
Tight tracking. On-brand creative. Weekly performance reviews tied to your CRM, not your gut.
Founder
Founder
We're spending the budget but the dashboards don't line up with the deals actually closing.
The team is shipping creative, the budget is going out the door, and the dashboards aren't lining up with what's actually closing in the CRM. The result: ad spend feels reactive, and every quarter the budget conversation gets harder.
Your problem was never lead volume. It's blind spend. Two thirds of your budget dies before your CRM ever sees it.
Everyone in your market is buying more clicks. The ones who win aren't spending more, they're the only ones who can tell which dollar turned into a booked deal. Right now you can't, so the spend looks reactive and the budget conversation keeps getting harder. That isn't a lead problem. It's an attribution problem wearing a lead problem's clothes, and it's the first thing we fix.
In the last two Lead Laundry rebuilds the same pattern showed up first: spend pouring into audiences and creative the CRM could not attribute. Fix that, and the rest of the funnel finally becomes measurable.
is leaving your hands every year, in ad spend you can't tie back to a single closed deal.
Without a properly instrumented funnel, the marketing function ends up defending its existence instead of compounding value. Every quarter the conversation is harder, every executive ask is more sceptical, every dollar feels less defensible.
Every dollar attributed. Every creative tested. Every quarter compounded.
Within 90 days you'll have full ad-to-CRM attribution, a creative library with winning patterns mapped, and a weekly performance review that connects every dollar of spend back to closed pipeline. No more gut feel. No more defensive budget conversations. Just a clear picture of what's working and what to do next.
Lead gen as a service, not marketing theatre.
We treat lead gen like a service desk. You call us when the pipeline needs work, we sort it out. Every dollar spent gets attributed back to a revenue outcome. Every creative gets tested against a winning pattern library. Every email gets QA'd against accessibility and deliverability standards before it ships.
What that looks like in practice: tight tracking, weekly performance reviews tied to your CRM, and creative that's on-brand because it's built from your brand kit, not assembled by an account manager in Canva on a Friday afternoon.
We're accountable for the work product, the systems, and the attention. You're accountable for access, feedback, and showing up to weekly reviews. When both sides do their part, the results compound. That's the model.
Find the engagement that fits.
Based on your goals and where you're at, here's how we structure our engagements. We'll land on the right tier together. The recommended column is our starting point based on your discovery call.
- Meta Ads management
- Basic tracking setup
- 2 ad concepts / month
- Fortnightly check-in
- Google Ads
- CRM attribution wiring
- Email campaigns
- Weekly review
- Creative pattern library
- Executive summary
- Meta + Google Ads
- Full CRM attribution wiring
- 4 ad concepts / month
- Weekly performance review
- 2 email campaigns / month
- Brand kit maintenance
- Creative pattern library
- Executive summary
- Dedicated creative director
- 6+ ad concepts / month
- Meta + Google Ads
- Full CRM attribution wiring
- 6+ ad concepts / month
- Weekly performance review
- 4 email campaigns / month
- Brand kit maintenance
- Creative pattern library
- Monthly executive summary
- Dedicated creative director
- Priority response
Based on your discovery call, Growth is the right starting point. You need full attribution wiring and multi-channel creative, not just a single-channel push.
Foundation first. Then steady state.
Foundation, delivered in 6 weeks.
- Full tracking audit with GA4 plus Meta CAPI fix-up
- HubSpot deal attribution wiring
- Brand kit consolidation, one source of truth for ads and emails
- Creative pattern library built from your historical winners
- Weekly performance dashboard set up and signed off
Ongoing lead gen as a service.
- Weekly 1hr performance review with your team and your CRM data
- 4 new ad concepts per month, all platforms
- 2 email campaigns per month, designed, QA'd, sent
- Continuous attribution monitoring and leak fixes
- Monthly executive summary tied to pipeline impact
AB
Adam Benz
15 plus years building marketing systems for Australian businesses across professional services, finance, talent, and SaaS. Hands-on at every stage. You'll never get an account manager as a translator. Direct line, direct work, direct accountability.
Results from businesses like yours.
Inherited a HubSpot setup with no source attribution. Rebuilt the lead-source plumbing, audited 6 months of ad creative, identified winning patterns, and killed 60% of spend on losers.
Discovery surfaced that 80% of Meta spend was going to broad-audience awareness creative that wasn't converting. We rebuilt the funnel around two proof-led offer angles, locked the attribution, and got the cost per booked call from $2,000 to $545.
What we guarantee, and what we don't.
We're honest about what's in our control. Lead volumes and ROAS depend on your market, your offer, and your close rate. The work product, the systems, and the attention are all ours.
The line, drawn clearly.
This is the honest version of what most agencies pretend they can guarantee. We can't promise lead volumes. We can promise the work we do is sharp, the systems we ship work, and the attention you get from us is direct and consistent.
We guarantee
- Every ad, email and report we deliver
- Tracking, attribution and dashboards that work
- Weekly review, every week, no skips
- Named lead on every account, no juniors
- Rework on anything that doesn't meet brief
We don't guarantee
- Specific lead volumes (your market + offer dependent)
- Specific cost-per-lead (auction conditions vary)
- Specific ROAS (we don't control your close rate)
- Calendar slots if we're at capacity, we'll be honest
Upfront setup. Then a monthly retainer.
- Weekly 1hr performance review with your team
- 4 ad concepts per month, all platforms
- 2 email campaigns per month
- HubSpot attribution monitoring
- Brand kit and creative library maintenance
- Monthly executive summary
- Direct line to Adam, no account managers
- All work product transfers to you on payment
When we get started.
Phase 1 lands over 6 weeks. Phase 2 begins month two and runs continuously.
Kick-off and audit
- Tracking audit
- Stakeholder intro
- Brand kit pull
Build
- Attribution wiring
- Creative library
- Dashboard build
Handover
- Team training
- First weekly review
- Sign-off
Run rate
- Continuous delivery
- Compounding value
To start fast, by week one.
- 01HubSpot admin access for the Adam Benz user, with deal and custom-property edit permissions.
- 02Meta Business Manager and Google Ads access at standard admin level for the brand accounts in scope.
- 03One 30-minute intro call with whoever owns the marketing budget and whoever owns the sales pipeline. Same call, both people.
- 04Historical creative library. What you've run in the last 12 months, even the losers.
The questions we always get asked.
Marketing's a noisy space and every agency sounds the same on a sales call. Here are the questions you should be asking, and the straight answers.
How is this different from a typical agency?
Three things: named accountability, weekly cadence, no junior layer. You deal with the same person every week, the same person who scoped the work and presented this proposal. We don't farm execution out to a pool of account managers who got trained yesterday.
The other agency pattern we don't copy: monthly retainers with quarterly reviews. We run weekly. Every week. If something's off, you know on day three not day eighty-three.
Isn't this just another agency pitch?
No, and here's the test. A pitch leads with us. This leads with you: what we think you're not seeing about your own numbers, then the capability to fix it. The work that actually wins pairs a real insight with the proof you can deliver it, customised to your situation, not a generic capabilities deck.
So if our read of your situation is wrong, tell us and we'll re-scope. We'd rather be useful in this document than impressive.
How long until we see results?
Phase 1 takes 6 weeks: tracking audit, attribution wiring, creative library, dashboard. You won't see lead-volume change in those 6 weeks, but you'll see the signal change. You'll know which channels are actually working and which have been carrying noise.
Phase 2 starts in month 2. Most clients see CPL drop and qualified-lead share improve inside the first 60 days of phase 2. That's the realistic window.
What if we want to bring it in-house later?
Good. That's the goal, eventually. Everything we build is yours. Ad accounts, tracking, dashboards, brand kit, creative library, attribution wiring, the SOPs we write. All in your name from day one. If you hire in-house and want to take it over in month 9, you walk out with a working system, not a tangle of agency-locked credentials.
Who actually does the work?
Adam Benz. The named lead on the proposal is the named lead doing the work. Creative production, copywriting, dashboard builds and reviews all run through Adam directly. For specialised production (video, certain design work, dev) we use known specialist subcontractors we've worked with for years. You'll always know who touched what.
How do you charge for scope creep?
We don't surprise-bill. If a request falls outside the agreed scope, we scope and price it separately before any work starts. You see the number and approve it, or we don't do the work. Within the agreed scope, anything reasonable is included.
Can we pause or scale up later?
Yes to both. 30 days notice to end or pause the retainer. Scaling up: we can step from Essential to Growth or Growth to Scale at month boundaries. We talk through the volume change so it's sustainable.
Can you guarantee a certain number of leads or ROAS?
No, and you should be sceptical of anyone who does. Lead volume depends on your market, offer, audience size and competitive landscape. ROAS depends on your close rate, average order value and sales cycle, none of which we control.
What we guarantee is the work product, the systems, and the attention. The previous section spells out exactly where the line is.
The partnership, in plain English.
Payment. Phase 1 setup invoiced on engagement, payable within 7 days. Phase 2 retainer invoiced monthly in advance.
Cancellation. 30 days written notice from either side to end the retainer. Work in progress completes through to month end.
IP. All work product transfers to you on payment. We keep the right to anonymised case study use.
Confidentiality. Mutual NDA implied. Signed copy available on request.
Out of scope. Anything not explicitly listed in the phases above. Scope changes are documented and estimated separately before any work begins.
Mutual commitment. You provide access, feedback turnaround within 48 hours, and attendance at weekly reviews. We deliver the work product, the systems, and the attention. The guarantee section above sets the line on what we will and won't commit to.
Let's build this together.
Click below to confirm scope and terms. We'll countersign and get the Phase 1 invoice out within one business day. If anything needs adjusting, reply to this email and we'll work through it.
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