In brief
You’ll know which ads and keywords are producing qualified enquiries, bookings, and orders, and you’ll have campaigns and tracking you can keep improving instead of guessing.
Most people come to me when ads and content are happening, but nobody can point to what turned into enquiries, bookings, or orders. I’ll set up the tracking, clean up the ad accounts, and build campaigns you can optimise with evidence. Next I’ll confirm access, goals, and timelines, then start the setup.
I start by making measurement reliable, because every other decision depends on it. I’ll define what counts as a conversion, set up tracking end to end, then build search and social campaigns that match the offer on the landing page. Once everything is live, I optimise month to month using cost per lead and booked orders, not impressions.
A bit about me
I’m Luca Ferretti, a digital marketing consultant. I got into this work the same way many owners do, by needing marketing to pull its weight. I started on the tracking side, because I kept seeing smart people spend money without being able to answer a basic question: what made the phone ring, the booking come in, or the cart convert.
Clients hire me when they want a clean setup they can trust. I’m careful about naming conversions, using consistent tags, and keeping accounts tidy so reporting matches what the business sees in the bank and calendar. I also keep the work readable. You’ll get a plan you can follow, a changelog you can scan, and numbers tied to leads and sales.
Recent work
Here are a few recent setups where the goal was simple: track conversions properly, then use that data to improve results month by month.
Portfolio
Local service lead setup. Fixed conversion tracking for calls and forms, rebuilt the search campaign structure, and rewrote the landing page offer. Leads became consistent enough to pause low-intent keywords and reallocate spend to the best converting services.
Online shop paid social reset. Cleaned up pixels and events, rebuilt Meta campaigns around product margins, and added email capture on the landing page. The account moved from vague traffic to trackable purchases and repeatable weekly optimisation.
Workshop bookings campaign build. Set up booking conversions, built Google Ads around high-intent searches, and tightened location and schedule targeting. Booking quality improved once searches were filtered with negatives and ads matched the exact class pages.
“For the first time we could see what drove real enquiries, not noise.”
Shop owner, a small retail business
Marketing audit and tracking plan
A clear list of what will be tracked as a conversion, where it happens, and how it will be verified. You’ll get this before build work starts so there are no surprises later.
SEO SETUP AND ON-PAGE FIXES
Site basics that affect how pages are found and understood, plus on-page updates to key pages. This is focused on setup and hygiene, not a long content program.
GOOGLE ADS CAMPAIGN SETUP
Campaign structure, keywords, negatives, ads, and initial bidding settings built around the conversions we agree on. This is delivered ready to launch, with a first-week check plan.
Meta Ads campaign setup
Pixel and event alignment, campaign structure, audiences, and creative direction for what to run first. You’ll get a setup that can be iterated without rebuilding from scratch.
LANDING PAGE COPY AND WIREFRAME
A wireframe and copy for one landing page built to match the ad promise and remove friction. You can hand this to your developer, or use it to update the page in your site builder.
EMAIL SETUP AND AUTOMATIONS
Mailchimp or Klaviyo setup, key list settings, and a small set of automations that capture and follow up leads. This goes live once forms and tracking are confirmed.
Pricing
Most shops start with the middle tier. If you already have accounts and tracking in place, I’ll tell you quickly whether the lighter setup is enough. Prices are per month.
Priced items
Get started
If you want me to start the digital marketing setup, the next step is to lock in the start date and get access in place.
1. Sign this proposal to confirm the digital marketing setup. 2. Pay the 25% start invoice so I can schedule the setup work. 3. Share access to your ad and analytics accounts, then I begin.
Signature
Fee summary
Can you show me what you’ll track as a conversion?
Yes. I’ll write the conversion list in plain language, including where it happens and how it is counted. Before anything launches, I’ll test each conversion and show you the proof in the platform and in analytics.
WHAT DO YOU NEED ACCESS TO, AND WHAT CAN YOU NOT TOUCH?
Typically I need access to Google Analytics, Google Tag Manager, Google Ads, and Meta Business Manager. I can’t make changes inside your bank, your booking system, or your order fulfilment tools, but I can track what comes out of them.
How long before we know if it’s working?
You’ll know the tracking is working in the first week, because we can test conversions immediately. Whether the ads are working usually takes a few weeks of data, because we need enough clicks and leads to compare keywords, audiences, and offers.
WHAT BUDGET DO YOU NEED TO TEST THIS PROPERLY?
It depends on how expensive your clicks are and how many conversions you need to learn from, so I’ll propose a test budget once I see your market and offer. The rule is simple: enough spend to get consistent conversion data, not just traffic.
Payment
For digital marketing setup, I invoice 25% to start and 75% when I hand everything over. Ongoing optimisation is invoiced at the start of each month. Every invoice is payable within 7 days.
Access. To do the work, I’ll need access to Google Analytics, Google Tag Manager, Google Ads, and Meta Business Manager. If access is delayed, the timeline moves with it, because I can’t configure or test what I can’t reach.
Systems I can’t touch. I can’t make changes inside your bank, your booking system, or your order fulfilment tools. I can set up tracking around them and report what comes out, but logins, payouts, and fulfilment stay with you.
Change of scope. If you ask for work outside what’s listed in the setup scope, I’ll describe the change in writing first, with the cost and the knock-on effect on timing. I won’t start the extra work until you approve it.
Launch and testing
Before anything launches, I’ll test each conversion and show you proof in the platform and in analytics. If a conversion can’t be tracked reliably because of platform limits or missing access, I’ll tell you and offer the next-best option.
Results timeline. You’ll be able to see that tracking is working in the first week, because conversions can be tested immediately. Ads usually take a few weeks of data to judge, because performance needs enough clicks and leads to compare.
Budgets. Ad budget is separate from my fees. After I review your market and offer, I’ll propose a test budget sized to get consistent conversion data rather than just traffic, so we can make decisions from the first month.
Ownership. Once the setup is paid in full, you own the accounts, the tracking configuration, the campaigns, and the landing page copy I write for you. I’ll keep working files for reference, but you can take over or move providers at any time.
