Proposal for Acme Corp · 1 / 13
Lead Laundry · Proposal · 11 May 2026

Demand engineering for the next 12 months.

Tight tracking, on-brand creative, weekly performance reviews tied to your CRM.

Prepared for Acme Corp
·
By Adam Benz, Founder · Demand Engineer
01 · Where you're at

You're spending on ads but can't tell what's working.

You told us the team is shipping creative, the budget is going out the door, and the dashboards aren't lining up with the deals actually closing in your CRM. The result: ad spend feels reactive, and conversations with leadership are about justification instead of strategy.

02 · The cost of doing nothing

$8,000 a month with no attribution = $96k a year you can't defend.

Without a properly instrumented funnel — ad-to-CRM, source-to-revenue, creative-to-pipeline — every quarter the budget conversation gets harder. The marketing function ends up defending its existence instead of compounding value.

03 · What becomes possible

Every dollar attributed. Every creative iterated. Every quarter compounded.

Within 90 days you'll have full ad-to-CRM attribution, a creative library with winning patterns tracked, and weekly performance reviews that connect spend to closed deals. Marketing stops being a cost centre and starts being a measurable revenue lever.

04 · Our approach

Demand engineering, not marketing theatre.

Lead Laundry treats demand generation as an engineering discipline — instrumented, measured, iterated. We don't run campaigns and hope; we build feedback loops that compound. 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 + 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 in Canva.

05 · The plan

Two phases. Setup first, then steady state.

Phase 1 · Setup

Foundation (weeks 1–6)

  • Full tracking audit + GA4/CAPI fix-up
  • HubSpot deal attribution wiring
  • Brand-kit consolidation (one source of truth for ads + emails)
  • Creative pattern library built from your existing winning ads
  • Weekly performance dashboard set up
Phase 2 · Ongoing

Ongoing demand engineering

  • Weekly performance review (1hr, with your team + your CRM data)
  • 4 new ad creative concepts per month, all platforms
  • 2 email campaigns per month (designed, QA'd, sent)
  • Continuous attribution monitoring + leak fixes
  • Monthly executive summary tied to pipeline impact
06 · The team

Who you're actually getting.

Adam Benz, Founder · Demand Engineer. 15+ 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-translator. Direct line, direct work.

07 · Proof

Recent work that resembles yours.

OPO — Australian outsourcing

Doubled qualified leads in 90 days while cutting CPL 40%.

Inherited a HubSpot setup with no source attribution. Rebuilt the lead-source plumbing, audited 6 months of ad creative, identified winning patterns, killed 60% of spend on losers. Result: lead volume up 2.1×, cost per qualified lead down from $87 to $52.

2.1×
Qualified leads in 90 days
-40%
Cost per qualified lead
08 · Investment

Upfront setup, then monthly retainer.

Phase 1 — Setup & foundation
One-time setup: tracking, attribution, brand-kit, creative library, dashboard
$12,500
One-off · ex GST
Phase 2 — Ongoing retainer
Ongoing engineering: weekly reviews, creative, campaigns, monitoring
$6,500
Per month · ex GST

Everything you get

  • Weekly 1hr performance review with your team
  • 4 ad concepts per month, all platforms
  • 2 email campaigns per month
  • HubSpot attribution monitoring
  • Brand-kit + creative library maintenance
  • Monthly executive summary
  • Direct line to Adam — no account managers
  • All work product transfers to you
09 · Timeline

When things ship.

Phase 1 delivered over 6 weeks. Phase 2 begins month two and runs continuously.

Week 1

Kick-off + audit

  • Tracking audit
  • Brand-kit consolidation
Weeks 2–4

Build

  • Attribution wiring
  • Creative library
  • Dashboard build
Weeks 5–6

Handover

  • Team training
  • First weekly review
Month 2+

Run rate

  • Continuous delivery
10 · What we need from you

To start fast, we need these by week one.

  • 1
    HubSpot admin access for the Adam Benz user, with deal + custom-property edit permissions.
  • 2
    Meta Business Manager + Google Ads access at standard admin level for the brand accounts in scope.
  • 3
    30-minute intro call with whoever owns the marketing budget and whoever owns the sales pipeline. Same call.
  • 4
    Historical creative library — what you've run in the last 12 months, even the losers.
11 · Terms

The fine print, 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 retain the right to anonymised case-study use.

Confidentiality. Mutual NDA implied; signed copy available on request.

Out of scope. Anything not explicitly listed in phases. Scope changes documented + estimated separately.

Guarantees. We don't guarantee specific lead volumes — that's beyond our control. We guarantee the work product and the systems we ship.

12 · Accept

Ready to go.

Click below to accept the scope and terms above. We'll countersign, send the Phase 1 invoice, and book your kick-off call within one business day.

By clicking Accept you are entering into a binding agreement based on the scope, timeline, and pricing in this document. A countersigned PDF will be emailed to you within one business day.