02 / Grow
Marketing judged by the enquiries it brings Google Ads, Meta Ads and SEO from Guwahati, for businesses in India and worldwide
We run paid campaigns and search optimisation for businesses that want customers rather than clicks. Tracking goes in before any budget is spent, and every report starts with enquiries and what each one cost.
The short answer
What does Smart Web Labs do in performance marketing?
We plan, run and improve Google Ads and Meta Ads campaigns, work on SEO so more people find you without paying per click, and test changes to your pages that turn more visitors into enquiries. Conversion tracking goes in first, so results are counted in enquiries and sales and what each one cost, rather than in clicks and likes.
- First results
- Search ads within weeks; SEO usually over months
- You own
- The ad accounts, analytics and data, with ad spend billed to your own card
Problems we fix
Which marketing problems do we fix?
Many marketing problems are really measurement problems, or a mismatch between the ad, the page and the person searching. A bigger budget rarely fixes either. Here are the common ones as they look from your side, and what changes each.
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You’re spending on ads but can’t say what they bring in
Often tracking was never set up, or it counts page views as conversions. We define what counts as an enquiry, then track and test every route, so you can see which campaigns produce enquiries and which produce nothing.
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Plenty of clicks, very few enquiries
Loose keyword settings can match searches unrelated to what you sell, and ads may land people on a page that doesn’t answer them. We prune the searches you pay for and point each ad at a page that continues its message.
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Leads arrive, but they’re the wrong kind
If the platforms only learn which clicks fill in a form, they find more people who fill in forms. Telling them which enquiries became customers lets the bidding look for buyers instead.
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Competitors show up in local searches and you don’t
Google says local results depend on relevance, distance and how well-known a business is. A complete Business Profile, genuine reviews and pages that answer local questions improve the two you can influence.
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Boosted posts get likes but no customers
Boosting is quick, but it offers fewer controls than a full campaign, and engagement isn’t the same as enquiries. Campaigns built for leads or sales, reporting results through the Meta Pixel and Conversions API, give Meta the right signal to optimise for.
What’s included
What’s included in performance marketing?
Six kinds of work, run as one programme so the parts don’t pull against each other. A sensible start is usually tracking plus one or two channels, adding the rest once results justify the spend. You choose the mix, and we’ll say where we’d begin.
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Google Ads
Search campaigns for people already looking for what you sell, Shopping and Performance Max for stores, and YouTube only with a clear reason. Keyword research, negative keywords (searches you exclude), ad copy and bidding.
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Meta Ads
Facebook and Instagram campaigns optimised for leads, messages or sales, with audience and creative tests, ad copy and simple image ads made from your photos.
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SEO
Technical fixes, page improvements, internal links, content plans and local search through your Google Business Profile. No bought links: Google’s spam policies treat buying links for ranking as link spam.
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Conversion-rate optimisation
Finding where visitors drop off, then testing changes to headlines, forms and offers. With enough traffic we run A/B tests, splitting visitors between two versions; with less, we change one thing at a time.
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Analytics and conversion tracking
Google Analytics 4, Google Ads conversions, the Meta Pixel and Conversions API, and tracking for calls and WhatsApp taps, each checked with real test enquiries.
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Reporting
A monthly report that leads with enquiries, cost per enquiry and sales where you share them, followed by what changed and which tests come next.
Next step
Spending on ads without clear numbers?
Tell us which platforms you use and roughly what you spend. We’ll reply with questions and a written quote for getting measurement right first.
How it works
How do campaigns get from first call to steady results?
Paid campaigns usually go live one to three weeks after you approve the proposal, then settle over the following weeks as the platforms learn. SEO runs on a longer clock, with most changes taking months to show in rankings. The work follows the order below.
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Audit
We review your ad accounts, analytics and site: what’s tracked, where the money goes, which searches trigger your ads and what competitors run.
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Tracking
We define what counts as an enquiry, install the tags and send test enquiries through every route until each one shows up in Google Ads, Meta and analytics.
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Launch
Campaigns are built around a few well-chosen themes, with budgets you approve and landing pages checked on a phone before any ad runs.
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Learning
Automated bidding needs data before it settles. Meta says an ad set needs around 50 results in a week to leave its learning phase, so we avoid big changes while it learns.
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Improve
Search-term reviews, new ad tests, budget moved towards what works and ongoing SEO work, all summed up in the monthly report.
Measuring results
Which numbers show whether marketing is working?
A short list, in a fixed order. Enquiries and their cost come first, then sales if you can share them, then the figures that explain why things changed. Impressions and click rates come last: they help diagnose a change, but they can’t show whether the spend paid off.
- 01ImpressionsExplain changes
- 02ClicksExplain changes
- 03EnquiriesConversions and cost per enquiry
- 04CustomersSales and return on ad spend
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Enquiries
Conversions
Forms sent, calls and WhatsApp chats, each counted once and credited to the campaign or search that produced it.
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Cost
Cost per enquiry
Spend divided by enquiries, by campaign and channel. It shows which campaigns to grow and which to cut, and whether a channel is affordable at your margins.
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Quality
Qualified enquiries and sales
The share of enquiries that were real prospects, and the ones that became customers. This needs your feedback or CRM data, and it’s what lets bidding favour buyers.
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Stores
Return on ad spend
For online stores, revenue per rupee or dollar spent on ads, known as ROAS. We read it against your margins, because a high return on a low-margin product can still lose money.
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Search
Organic visibility
Clicks and impressions from Google Search Console for searches that don’t include your brand name, plus calls and direction requests from your Business Profile.
Each month you get a short report in plain language, and a dashboard you can open at any time for the live numbers.
Clear numbers
Want reports you can actually read?
Tell us where you advertise now and what a good month looks like. We’ll reply with questions and a written quote.
Tools and stack
Which tools do you use for ads and SEO?
The platforms’ own tools come first, because their data is what the bidding learns from. Everything sits in accounts you own, and we work through access you grant. Tracking tags go on your site directly or through Google Tag Manager, with access limited to named people.
Advertising
- Google Ads
- Search, Shopping, Performance Max and YouTube campaigns.
- Meta Ads Manager
- Facebook and Instagram campaigns, audiences and creative tests.
- Google Keyword Planner
- Search volumes and likely costs before budget is committed.
Measurement
- Google Analytics 4
- Visits, sources and conversions across the site.
- Meta Pixel and Conversions API
- Results reported to Meta from the browser and from the server.
- Google Tag Manager
- Tracking tags managed without editing the site’s code each time.
- Looker Studio
- Dashboards you can open whenever you like.
Search
- Google Search Console
- Rankings, clicks and indexing problems.
- Google Business Profile
- Your listing in Google Maps and local results.
- Screaming Frog
- Crawls your site the way a search engine does, to find broken links and missing tags.
What it costs
What does performance marketing cost?
There are two parts. Ad spend goes straight to Google or Meta from your own payment method, and our monthly fee covers the work. The fee depends on the factors below. The right ad budget depends on what an enquiry is worth to you, and how many you need.
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Platforms and campaigns
Running Google and Meta takes more work than one platform, and ten campaigns take more than three.
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Creative
Ad copy and simple image ads are part of the work. Video, photo shoots or many new variations each month add cost.
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Tracking depth
A contact form is quick to track. Calls, WhatsApp chats and sales fed back to the platforms take longer, and they’re what makes optimisation work.
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SEO content
Technical fixes are mostly one-off. New pages and articles each month are ongoing work, priced by volume.
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Landing pages
New pages for campaigns are built as web design work and quoted separately.
A worked example with made-up numbers: if an enquiry costs about ₹800 and you want 50 a month, the ads need around ₹40,000 a month before our fee. If that’s more than an enquiry is worth to you, we’ll say so before you spend anything.
Comparison
Agency, freelancer or in-house: who should run your marketing?
It depends on your budget and how many channels you need. A good freelancer suits one channel and a modest budget. An in-house hire makes sense once spend is large and steady enough to fill a full-time role. An agency fits when several skills have to work together.
| What matters | Freelancer | In-house hire | Agency |
|---|---|---|---|
| Cost | Usually the lowest monthly fee | A salary, plus tools and training | A monthly fee, usually above a freelancer’s |
| Skills covered | Often one or two, such as Google Ads | Depends on who you hire | Ads, SEO, tracking and site changes together |
| Holidays and sick days | Work pauses | Work pauses | Usually covered within the team |
| Time to start | Days | Weeks or months to recruit | One to three weeks |
| Knowledge of your business | Builds over time | Deepest, and stays in-house | Builds over time, recorded in reports |
| If it isn’t working | Find someone new | Retrain or rehire | Change the plan, or end the contract on notice |
| Best for | One channel on a modest budget | Large, steady budgets | Several channels run as one |
Whichever you choose, keep the ad accounts in your own name.
Your budget
Not sure which route suits your budget?
Tell us what you spend and what you need. If a freelancer or an in-house hire would serve you better, we’ll say so.
How it connects
How does marketing work with your website and automation?
Marketing brings people to your website, and automation answers them. When one team runs all three, the ad platforms can learn from what happens after the click, such as which enquiries got a reply and which became customers. That feedback is what lets bidding find more buyers.
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01 / Build
Web design and development
Ads can only do as well as the page they land on. Fast landing pages that continue each ad’s message, with tracking built in, are part of every campaign plan.
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03 / Automate
AI automation
Leads from ads get a reply in minutes, day or night, and their outcomes flow back to Google and Meta, so campaigns learn which clicks turned into customers.
Questions
Questions about performance marketing
Straight answers to what owners ask before hiring someone to run their marketing: how much to spend, how soon results come, which platform to start with and what we need from you. Contracts, payments and support are covered on the FAQ page.
How much should I spend on ads?
Work backwards from what an enquiry is worth. If a new customer brings in ₹50,000 and one enquiry in five becomes a customer, an enquiry is worth up to ₹10,000 before costs. We set a test budget for the first two months, then adjust it to the results.
How soon will I see results?
Search ads can bring enquiries in the first week, and the numbers usually settle within one or two months as bidding learns. SEO is slower: expect months before rankings and traffic move, depending on competition and the state of your site.
Should I start with Google Ads or Meta Ads?
Google reaches people searching for what you sell right now, which suits most services. Meta reaches people who aren’t searching yet but fit a profile, which suits products that sell on sight, events and local offers. We usually suggest starting with Google Search, then adding Meta.
Do you need access to my website?
For tracking, yes: either editor access, or we send the code and instructions to your developer. SEO changes pages, so we agree who makes which changes before work starts.
What will you need from me each month?
Feedback on which enquiries were good, news of offers or seasonal changes, and approval for new ads. Feedback on lead quality matters most, because it’s the one thing the platforms can’t see.
Can you work alongside our existing agency or team?
Yes. One workable split is that we handle tracking, SEO or one ad platform while your team or another agency runs the rest. We agree in writing who owns which account and which numbers.
Do you buy backlinks?
No. Google’s spam policies count buying or selling links for ranking as link spam, and sites that do it risk losing their rankings. Links are earned with pages worth citing, local partnerships and directories real customers use.
How do you track phone calls and WhatsApp enquiries?
Taps on call and WhatsApp buttons are tracked on the site, and Google Ads can count calls made straight from an ad. For calls that start elsewhere, your team can note how each caller found you, and we add that to the report.
Is SEO worth it for a local business?
Usually, if people search for what you offer in your area. Local results lean heavily on your Google Business Profile and on pages that answer local questions. Our page on SEO services in Guwahati explains how we approach it here.
Get a free quote
Tell us where your marketing stands
Share which platforms you use, roughly what you spend and what a good month would look like. We’ll reply with questions or a written quote. If you’d rather talk first, call, WhatsApp or email us.
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