Steady flow of enquiries
Enquiries come in every day from ads, even when there are no referrals.
We find where the money leaks and run the whole chain: ads, website, social media, analytics down to the sale.
Your enquiries are how we get paid
marketing with a guaranteed result.
Some of the things clients pay us for.
Enquiries come in every day from ads, even when there are no referrals.
We test ads and audiences and switch off what doesn't pay back.You pay less for every client.
We bring back people who already showed interest, find people similar to your buyers and forecast 3–6 months ahead.
Ad accounts, automated rules and reports are set up so you check numbers once a week.No need to sit in the ad account.
Visuals, content and reputation: clients choose you even when a competitor is cheaper.
Ads, social media and offline in one team.Take a whole direction or a single task.
Swipe sideways · tap a case for the full breakdown
All four had the same story before us: ads didn't work or ran at a loss, the ad account was blocked or empty.All four are local small businesses.In the review we run the same mechanics for your niche and budget: a forecast of cost per enquiry and payback.The form above has four questions so we can prepare.
Ad account screenshots.Client names hidden under NDA, numbers as in the account.
ONLINE SCHOOL · SOROBAN
REAL ESTATE · DEVELOPER
EDUCATION ABROAD
Swipe sideways · tap a screenshot to enlarge
If yours isn't here, ask in the request or on Telegram.
Paid ads bring the first enquiries within days of launch, and the cost per enquiry settles in 2–3 weeks.
Social media, organic reach and brand take months: we build the strategy, positioning and channels first.
Besides ads, we build websites and landing pages and run social media, content, analytics and offline promotion.
We look at positioning, the customer journey to purchase and how you handle enquiries before adding ads.If the job can be done without an ad budget, we start there.
The work starts with a free business review.
We go through the product, audience, current channels, strengths, weaknesses and growth points, then propose only what will bring results.
We build a separate strategy for every project.
A local business, a service company, a venue, a salon and a brand each need a different audience and a different approach.
The work covers analysis, strategy, positioning, content, social media, offline tools, ads, testing, optimisation and more budget for what pays off.
We pick the mix for the business goal and don’t tie ourselves to one tool.
404 AFFILIATE was founded by Mikhail and Kirill.
Mikhail runs ads and analytics: 5+ years in paid ads; before 404 AFFILIATE he ran a media-buying team with an ad budget of over $100,000 a month.Kirill runs strategy and social media: 3+ years in digital, social media and offline marketing.
We are based in Sofia, Bulgaria: 404 AFFILIATE LTD, VAT BG208433475.
We work remotely with clients in Bulgaria, Ireland, the UK and the EU, in English, Bulgarian and Russian.
A website or landing page costs from €300, plus €20 a month for maintenance.
Facebook and Instagram ads for plumbers in Ireland: packages at €849, €1,199 and €1,699 a month, with 41% off the first month.The ad budget is paid separately, straight to Meta.For other projects we quote after a free business review.
Ivo, a plumber in Lurgan, Northern Ireland, spends £250–280 a month on ads (about €300–330).
In August and 1–24 September 2026 a website enquiry cost him £2.10 and £2.19, according to Ads Manager.More on Facebook ads for plumbers in Ireland.
Ivo Plumbing, a plumber in Lurgan: 233 enquiries and £20,286 revenue on £792 ad spend, June–August 2026.
Rodifix, a repair shop in Sofia: €11,708 in the first month of work, 15 July to 15 August 2026. In June, before we started, it was €5,691.
Brow Bar, a beauty salon in Sofia: 105 new clients in seven weeks without ads.
Maison Luor, a flower shop in Sofia: about 50 orders before opening, on $333.76 of ad spend.
Plumbers in Ireland: if there are fewer than 10 booked jobs in the first 30 days, we refund our fee.
Websites: if there are no enquiries within 30 days of launch while ads are running, we rework the site for free or refund the build cost.
Co-founder · ads and analytics
5+ years in ads and analytics, a degree in the field.
Specialisation: paid ads on Meta, TikTok, Google, LinkedIn and other platforms, from launch to a growing budget.
Before founding 404 AFFILIATE, Mikhail went from launching campaigns on his own to managing large ad volumes:
Approach
My area of responsibility: numbers, testing and growth.I build promotion on a system that works without relying on one “lucky” ad.
We test hypotheses one by one, look at the figures, switch off what doesn't pay off and invest in what proves itself in numbers.
The goal is to turn ads from a constant experiment into a manageable client acquisition system that you can see in numbers and keep developing.
Co-founder · strategy and social media
3+ years in marketing: digital, SMM and offline, including large companies and big marketing tasks.
My focus: the whole marketing system of a business.
I look at marketing as a whole: from what we sell and to whom, to how a person first learns about the company, why they start to trust it and what finally makes them buy.
Working with a business, I connect several directions into one system:
Approach
My principle: results are rarely created at a single point.Strong ads alone won't save an unclear product.Good content won't work without a clear path to purchase.Many tools won't replace a strategy.
Results appear where everything meets: when the product is clear, the positioning is defined, the marketing logic is built and every tool does its job.That is the system I build together with the business.
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Plumber, Lurgan, Northern Ireland.Facebook Ads, website and content. June–August 2026.
| Month | Spend | Enquiries | Deals | Revenue | Revenue / ad spend | Per enquiry |
|---|---|---|---|---|---|---|
| June | £265 | 31 | 21 | £3 167 | 11,95× | £8,55 |
| July | £276 | 84 | 30 | £6 476 | 23,43× | £3,29 |
| August | £251 | 118 | 23 | £10 643 | 42,42× | £2,13 |
| Total | £792 | 233 | 74 | £20 286 | 25,6× | £3,40 |
Deals by month: 21, 30, 23. Cost per enquiry: £8.55, £3.29, £2.13.
“Right, hi everyone. I want to thank Kirill and Mikhail for their work on my business, plumbing. Their company is 404 Affiliate. Very happy with the work. At first, of course, I doubted the business would go like this, that it would all be fine. But now everything is good, everything is stable. We're growing, the guys are really helping me develop. Within three months my result came out much better than when I ever worked on my own. So I'm very happy with the guys. I'll recommend them to anyone who asks me. The ads are all sharp, everything works, people write, we add content, everything is good. Working with them is very easy. I recommend them to everyone.”
Automatic transcript, speech not edited.
And there was something to advertise: UK registration, insurance, a 12-month warranty, his own photos of work. And not a single competitor in Lurgan was running paid ads.
The budget held at £251–276 for three months. Growth came from campaigns learning, posts and reviews piling up on the page, and the season arriving: in August Northern Ireland starts checking boilers before winter, and the post “5 signs your boiler needs checking” hit demand.
In July there were 2.7× more enquiries, and the close rate fell from 67.7 % to 35.7 %: the client couldn't keep up with replies. We gave him reply scripts. In August 23 of 118 enquiries closed, but the average deal grew from £151 in June to £463: boilers and big jobs came in.
SourcesSpend and enquiries from the Meta ad account, booked jobs and revenue from the monthly tracker, page data from Facebook statistics for 90 days.
Phone, laptop and console repair. Sofia, Krasno Selo.Instagram, Google Maps and a Meta Ads test.15 July to 15 August 2026.
| Period | Turnover | Clients |
|---|---|---|
| June, full month | 5 691 € | 104 |
| 1–15 July | 3 337 € | 48 |
| 15–31 July | 4 972 € | no data |
| 1–15 August | 6 736 € | 58 |
| 15 July to 15 August | 11 708 € | no data |
Total for the month of work: 11 708 €. Without a one-off PC build for 3 240 €, it comes to 8 212 €, 1.4× more than June, the last full month before the start. Clients for 1–15 August: 58 versus 48 for 1–15 July, 21 % more.
Four biggest sources by CRM: referrals 24 %, Meta 24 %, Google Maps 12 %, walk-ins 10 %. Organic was already bringing more enquiries than ads.
Profile visits campaign: €14.50, 239 visits, 2 clients with an average ticket of about €80. CPM 2,16 €, CTR 3,46 %. Messaging campaign: €13.12, 7 conversations started. €14.50 brought two clients, so the budget can be raised; at this volume it's a signal; it becomes statistics after two or three months.
SourcesThe service centre's CRM by period, Instagram statistics before and after, Meta ad account.
Beauty salon. Sofia.Instagram, TikTok, client base, promotions, collaborations.10 January to 28 February.
Revenue dip towards December, salon data for two years
All of this without ads. Launching ads is the next stage.
SourcesThe salon's Studio24 CRM by location, Instagram and TikTok statistics, correspondence with the base in Viber.
Flower shop. Sofia.Instagram and Meta Ads.February–March, before the shop opened.
SourcesMeta ad account (in dollars), the shop's order records (in euros).
