We'll build a flow of enquiries that doesn't depend on referrals
or the season.A free review of your business: a 40–60 minute call with screen sharing.
Your enquiries are how we get paid.
The review is a live 40–60 minute call: we share the screen and go through your business. For operating businesses that run ads.
Any budget. In the review we'll work out
where you should start
Tell us what the business is and how the ads are going. We'll look at the account and suggest 2–3 times for a review. We won't sell on the call.
Message on Telegramor leave a contact and we'll write to you
Done. We'll write to you today.
That's how we found 233 enquiries for £792 for a plumber in Northern Ireland. We'll show the same mechanics on your account.
Or answer 2 questions and leave a contact
Step 1 of 3
We'll message you on Telegram and agree a time for the review.
To prepare for the review: what monthly budget are you ready to start with?
Thanks, we'll take it into account.
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.
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).
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
Questions we hear on the first call from almost everyone.If yours isn't here, ask it in the review.
The review is not meant to replace your specialist.We open your account and show where the campaigns miss enquiries: audiences, ad combinations, cost per enquiry compared with the market.Then you decide: hand the findings to your specialist or hand the ads to us.Both options are fine.
Across 50+ projects we've run online schools, clinics and dental practices, developers, education abroad, services and e-commerce.Each niche has its own ads and audiences; the method is the same: we count money to the till.
We don't test blindly at your expense.We start from hypotheses that already worked in similar niches, keep the first budget small and increase only what paid back.The scope of work and deadlines are fixed in the contract.
The first enquiries usually arrive within days of launch; a stable cost per enquiry settles after 2–3 weeks of optimisation.Ivo Plumbing had 31 enquiries on £265 spend in the first month and 118 in the third.We calculate an exact forecast for your niche in the review.
Forty to sixty minutes for a call and access: ad account, website, CRM or a spreadsheet with enquiries.After that the most important thing on your side is replying to enquiries fast: ads bring people, your sales team closes them.
We set ads up to optimise for payments: we send events from the website and CRM to the ad account so the platform looks for people similar to those who paid.That's why your reports show revenue and return on ad spend along with the number of enquiries.
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.
