For businesses spending $3K–$250K/month on ads
Your agency spread your budget across Meta, Google, and whatever else looked good on the proposal. You're paying for presence on every platform and dominance on zero.
Right now, your competitors are spending less than you — on fewer channels — and getting better results. Not because they have a bigger budget. Because they focused their fire.
Every dollar you scatter across platforms you haven't earned the right to scale on is a dollar your competitor is using to bury you on the one platform that actually matters for your business right now.
What's keeping you up at night
"We're spending $8K a month on ads and I can't tell you what's working."
Your agency sends a monthly report with impressions, clicks, and CTRs. None of which tell you how many of those leads turned into revenue. You're measuring activity, not outcomes. And every month, you approve the same spend on faith.
→ If you can't trace a dollar of ad spend to a dollar of revenue, you're guessing. Expensively."My agency put me on every platform from day one."
Meta, Google Search, Google Display, YouTube, maybe even TikTok. Sounds comprehensive. In reality, you're spending $1,500 a month on five different platforms — not enough to learn anything useful on any of them. The algorithm needs volume to optimise. You're giving it scraps and wondering why the results are mediocre.
→ You're not running five campaigns. You're running five experiments, all underfunded."Leads come in but half of them go cold before we get to them."
Your ads are generating enquiries at 11pm, on weekends, during your busiest hours. By the time you or your team responds, the lead has already spoken to someone else. Or worse — they've forgotten they enquired. The ad did its job. Your follow-up didn't.
→ The ad isn't the problem. The gap between the click and the conversation is where you're bleeding money."I tried paid ads before. Burned through $15K and got nothing."
That's not an advertising problem. That's a strategy problem. Someone put your budget behind a weak offer, pointed it at the wrong audience, on the wrong platform, with no follow-up system. The ads ran. The money left. Nobody called the leads fast enough or at all. So you concluded "ads don't work" — when the truth is, that campaign didn't work.
→ Ads didn't fail you. A bad plan and no follow-up did.Our philosophy
Most agencies want to spread your spend across every platform because it fills a slide deck. We do the opposite. We find the one channel that's going to deliver the fastest, strongest return for your business right now — and we put everything behind it until it's printing money. Then — and only then — we expand.
What most agencies do
The "full funnel" pitch
$8,000/month split across Meta, Google Search, Google Display, and YouTube. Each channel gets $2,000. None of them have enough data to optimise. The algorithm never exits learning phase. Every channel underperforms. The agency blames your creative. You blame the leads. Nobody blames the strategy.
4
Channels. None of them working.
What we do
Focus. Dominate. Expand.
Same $8,000. One channel — the right one for your business, your audience, your offer. Enough budget for the algorithm to learn fast, optimise properly, and deliver results in weeks, not months. Once that channel is profitable and predictable, we light up the next one.
1
Channel. Fully funded. Actually working.
Every ad platform runs on machine learning. Meta's algorithm, Google's Smart Bidding, Reddit's auction — they all need data to make decisions. When you split $5K across three platforms, you're feeding each one a trickle. The algorithm can't learn, can't optimise, can't find the right people. You get average results because you gave it an average budget.
Concentrate that same budget on one platform and everything changes. The algorithm gets enough conversions to optimise. Your cost per lead drops. Your quality goes up. You start winning — visibly, measurably, within weeks.
We don't add a second channel until the first one meets three criteria: it's profitable, it's predictable, and it's scalable. Not "showing potential." Not "trending in the right direction." Profitable. Then we bring in the next channel — with a proven offer, proven creative, and a system already in place to handle the leads.
That's how you go from one channel to three without tripling your risk. Every expansion is funded by results, not hope.
Where we deploy your budget
We don't recommend platforms because they're popular. We recommend them because they match where your buyer is in their decision and what your budget can afford to dominate. Here's how we think about each one.
Meta
Demand creation
Facebook and Instagram put you in front of people before they know they need you. Nobody wakes up and searches for your service. They scroll past an ad that speaks to a problem they've been ignoring. That's Meta. It creates demand where none existed — at a fraction of Google's cost per click. For most SMEs spending $3K–$15K/month, this is where we start.
Best for
Lead generation, brand awareness, retargeting warm audiences, building pipeline from scratch. Most businesses under $15K/month ad spend should start here.
Demand capture
When someone types your service into Google, they're already looking for a solution. Google Search captures that intent at the exact moment of decision. It's expensive — and worth it, if you're the one answering when they click. We run Search, Shopping, Performance Max and YouTube depending on your vertical. But we don't start here unless the economics justify it.
Best for
High-intent capture, eCommerce product search, local services, branded defence. We add Google once Meta is profitable — or start here if search intent is strong and budgets allow.
Community trust
Reddit is where people go to get honest opinions from real people. It's the least gamed, most trusted ad platform available right now — and almost nobody in Australia is using it properly. Reddit users are researchers. They compare. They dig. If your offer is strong, Reddit will reward you with some of the highest-quality, most informed leads you've ever seen.
Best for
Niche audiences, finance, tech, eCommerce with research-heavy buyers, and any brand that can win on substance over polish. Massively underpriced right now.
Which channel should I start on?
That's the first thing we figure out — and the answer is different for every business. It depends on your offer, your audience, your budget, and your current setup. We don't guess. We audit, we recommend, and we back it with our own results. The strategy session exists to answer this question for your business specifically.
What most agencies won't tell you
Most agencies charge a percentage of your ad spend. The more platforms you're on, the more you spend, and the more they make. There is zero incentive for them to tell you that three of your four channels are wasting money. We don't work that way.
The typical agency
What you're probably getting right now
Firestarter
Growth partners, not vendors
The 45-second advantage
Most businesses respond to a new lead in 4–24 hours. By then, the prospect has spoken to someone else, forgotten they enquired, or both. Here's what happens when your leads hit an AI-powered system instead.
Without Firestarter
What happens to your leads right now
With Firestarter
Same lead, same Tuesday night
The ad is 50% of the job. The follow-up is the other 50%.
Most agencies stop at the click. We don't. Every lead that comes through any channel — Meta, Google, Reddit — hits the same AI-powered follow-up system. No lead sits untouched. No enquiry goes cold. No opportunity is wasted because someone was at lunch.
Step one
Before we touch your ads or recommend a single platform, we do a full audit of your current setup. What you're spending, where it's going, what's converting, and what's quietly killing your results.
01
Your offer
We look at what you're putting in front of prospects before we look at anything else. The strongest campaign in the world can't save a weak offer. If your proposition doesn't give someone a genuine reason to choose you, no amount of ad spend will fix that.
02
Your channels
Are you on the right platforms? Are you spending enough on each one for the algorithm to actually work? We assess where your budget is going, what's delivering, and where you're burning cash on channels that haven't earned their place.
03
Your follow-up
What happens to a lead in the first 60 minutes after they enquire? This is where most businesses are haemorrhaging revenue without knowing it. If you're not in front of a lead within 5 minutes, someone else is.
What you get from the audit
A ranked list of exactly what to fix first — and what it's worth. Not a report full of graphs. Every finding is explained in plain language, ordered by revenue impact, with a specific action attached. No cost. No obligation. No hard sell. Just a clear picture of what's working, what's broken, and where the fastest money is.
Step two
While we build your campaign, we turn on your database. Every lead you've ever touched who might still be in market gets reactivated. You start seeing conversations before the new campaign even launches.
Day 1–3
Audit + database reactivation
We complete your audit, identify your fastest opportunities, and immediately begin working your existing database with AI outbound — finding revenue hiding in plain sight while we build the rest.
Day 4–6
Offer rebuilt. Campaign built.
We sharpen your offer, build the campaign creative, and set up your AI follow-up system — the one that responds in 45 seconds, qualifies the lead, and books the appointment before a competitor even knows the enquiry came in.
Day 7+
One channel live. Machine running.
Your primary channel is live with full budget behind it. AI responding in 45 seconds. Database being worked in the background. Every lead tracked from click to conversation to sale. You know exactly what's working and what it costs.
You're generating conversations from your existing database before the new campaign even runs — and when it does, every lead is followed up in under a minute, not under a day.
Step three — the offer
One payment to get started. We audit your setup, rebuild your offer, pick your channel, and launch your AI follow-up on your database — while we build the campaign. Simple, transparent, and built around results.
Pay now — get started
$950
ex GST — one payment to get off the blocks
Under $10K ad spend / month
$2,750
ex GST per month — full campaign management
+Your ad spend is separate — your budget, your control
$10K–$250K ad spend / month
POA
ex GST — priced on scope, not a formula