Somewhere in Bangalore right now, a founder is staring at a dashboard that spent ₹4 lakh last month and produced 11 leads.
The agency report arrived Friday. Seventy-two slides. The word "impressions" appears forty-one times. The word "revenue" does not appear once — which, in retrospect, is the most accurate thing in the document.
We're Webfluence. Small team out of HSR Layout. We run Google Ads, build SEO strategies, and handle performance marketing for brands that have run out of patience for that kind of report. We've been doing this since 2019, which means we were here before "data-driven" became something agencies said instead of something they did.
Real numbers. The months that didn't work are in there too.
Used by brands in fintech, real estate, e-commerce, and SaaS — most of whom found us after a search that included their previous agency's name and the word "alternatives." We find this slightly more flattering than they probably intend it.
The campaign is live.
The report says it’s working.
Seventy-two slides. CPM down 18%. Reach up 340%. One line near the bottom — revenue was, to be honest, a bit difficult to attribute directly to this activity.
We open the account.
Not the report.
The search terms report has a “view all” button that has never been clicked. Broad match is running on everything. The campaign ran at 3am, when the only visitors are bots and insomniacs. Four ad variants that are the same sentence in different punctuation.
Structure first.
Spend second.
Right match types at each stage of intent. Negative keyword lists that are actually maintained. Ad copy written for the specific query, not for “potential customers” as an abstract category. Attribution that measures what matters — revenue, not impressions.
Revenue.
Not impressions.
The report is shorter now. It measures different things. Nobody mentions reach. The conversation is about pipeline and return on spend, not slides about brand awareness developing across key demographics.
Six things. Done properly. Not twenty-five done vaguely.
Google Ads that convert. SEO that compounds. Performance marketing measured in revenue. Content that earns rankings. App store optimisation. Automation that follows up while you do the actual work.
These connect. The SEO informs the ad strategy. The content supports the conversion path. The automation closes the gap between a lead and a customer. Splitting them across four agencies is usually how budgets disappear and nobody knows exactly whose fault it was.
No deck. No discovery call before the discovery call.
Most of our first calls start with "our previous agency…"
There's usually a pause after that, while the founder decides how much detail is appropriate for a first conversation with someone they've just met. The answer, in our experience, is: more than you'd think. The specifics are almost always useful.
We've heard most versions of what goes wrong — reports measuring activity while carefully avoiding the mention of results, "foundational months" that keep extending without the foundation materialising, accounts that nobody checked between billing cycles.
If something isn't performing, we say so before you find it in your numbers. If the budget is in the wrong place, we say that too — even when moving it benefits us less. We've lost clients for being too direct about this. We're genuinely fine with it. The ones who stayed are the reason we can say that.
Unedited. We asked them to write it and stayed out of the way.
Numbers with context.
Not numbers on a gradient background without an explanation of what they're measuring.
Case studies that include
the part where we were wrong.
Agency case studies are a peculiar genre. The campaign always works. Nobody mentions the month the CTR dropped 40%, or the landing page with a broken form that collected zero leads for eleven days.
We write ours differently — real timelines, real numbers, the decision we'd make differently now. How an agency handles problems is the most useful thing to know before you hire one.
The case studies include the month the ROAS dropped. Most people find that more useful than the ones that only go up.
Industries we know well enough
to have opinions about.
Fintech, real estate, e-commerce, SaaS, healthcare. Each has its own rules about what works, what's restricted, and what the buyer is actually thinking at 11pm.
Including what the industry-standard approach consistently gets wrong.
We write when something
is worth saying.
Not on a schedule. Not to fill a content calendar. Specific things learned from running live campaigns. The occasional honest account of a campaign that cost us something.
No trend lists. No recycled advice.
If your current setup isn't working —
let's look at it together.
First audit is free. We spend twenty minutes looking at your business before we pick up the phone. Enough to arrive with something useful to say, rather than starting from scratch in the first fifteen minutes.
30 minutes. No slides. You won't need to explain what CPM stands for.