A 90-day paid advertising test.
Prove what works before you commit to anything ongoing. The structural work that makes ads convert is the same work that lifts your visibility in AI search.
Four reasons to start here.
Launch & Learn answers a handful of distinct problems. Most businesses arrive with one of these in mind. The 90-day program is the same either way. Where you start is what differs.
You want to get your message right first.
Before your positioning goes across your whole website, it helps to know it actually lands. A focused landing page and a live campaign are a fast, measurable way to learn what copy moves people. What converts here is what you carry everywhere else.
You have a service to grow, and you need eyes on it now.
Organic reach builds slowly. A paid campaign puts a specific service offering in front of ready buyers right away, so momentum starts the week you launch rather than two quarters from now.
The full strategy is the right answer, but not yet.
A complete marketing engine is the eventual goal. You need leads now, though, not in nine months. Launch & Learn proves whether paid traffic is the fastest path to the revenue that funds the bigger investment.
You’re building toward AI search, and that takes time.
ChatGPT, Perplexity, Gemini, and Google AI Overviews are how customers increasingly find local businesses. Earning visibility there is real work on a real timeline. Many businesses run both: the campaign converts today while the AI Visibility Partnership builds tomorrow, and the ads carry the message until the citations arrive.
A test, not a shortcut.
Launch & Learn is a structured test. Smart businesses test before they scale.
We don’t cut corners. We build the foundational pieces that make advertising actually convert: a real strategy, a landing page that earns its traffic, conversion tracking that tells you the truth. Then we run a focused campaign for a full 90 days.
Clear performance markers at the 30, 60, and 90-day points so the decision about what comes next is data-informed.
Three phases. One arc.
Every engagement follows the same shape. Phase 1 front-loads the strategic work so the campaign gets live fast and has something real to optimize against. Phases 2 and 3 turn that into decisions.
Foundation and launch
The structural work that makes paid advertising convert, front-loaded so the campaign goes live fast. A strategy session, a channel recommendation based on how your customers actually buy, targeting research, landing page copy and build on your existing site, conversion tracking, and ad platform setup. The aim is to launch by around day 10, so the account starts learning early.
Active management
The campaign is live and gathering data. Weekly performance reviews, targeting refinement, exclusion lists, budget pacing, creative checks. Short weekly notes keep you in the loop. We hold off on major structural changes here. The campaign needs room to learn.
Learn and review
The data story comes together, built on roughly 80 days of live results. Final optimization, then the end-of-program recap: what happened, what we learned, and what to do next. Is paid traffic the right lever for your business right now? Sometimes the honest answer is no, and the recap says so.
The campaign is also the fastest research you can buy.
Most people come to advertising for one reason. They need leads now, and a full visibility strategy is not in the budget yet. That is a fair place to start, and this program is built for it.
What people do not expect is the second thing they get. An organic program takes two or three quarters to confirm a message is landing. A paid campaign tells you in a week. Every impression, click, and drop-off is your market answering a question you would otherwise be guessing at.
The headline that wins
tells you how your buyers frame their own problem. Not how you describe your service. The words they already use.
The segment that converts
tells you who has budget and urgency right now, which is rarely the audience a business assumes it is selling to.
The offer that flops
tells you where your positioning is off. That is the uncomfortable one, and the most useful thing in the account.
That messaging is worth more than the leads it arrived with. It is what belongs on your service pages, in your review requests, and in the answers engines quote when someone asks who to hire.
Note: advertising is not a 90-day activity. Campaigns need ongoing budget and ongoing attention to keep producing. What ends at day 90 is the engagement, not the ads. The recap tells you whether continuing is worth it, and what that would take.
Clear scope. Clear pricing.
Pricing is published because most businesses buy at the standard tier. Custom builds, where your site needs work first or the campaign needs a multi-step conversion path, are quoted on the strategy call.
- Advertising strategy and channel recommendation
- Service-specific messaging and positioning
- Dedicated landing page with copy, structure, and a conversion framework
- Landing page design and build on your existing website
- Conversion tracking for calls and form fills
- Ad platform account configuration and campaign setup
- Campaign launch into your Google Ads or Meta account by around day 10
- Weekly progress notes during active management
- End-of-program performance recap
- Four-path recommendation and next-step guidance
The $2,500 setup fee is invoiced once and covers the full 90-day program, including management through months 2 and 3. Ad spend goes straight from you to Google or Meta. We never touch it. Your account, your card, your data, always.
Who this works for, and who it doesn’t.
Launch & Learn isn’t built for everyone, and that protects both of us. A business that can’t sustain ad spend, or has no working website to build on, won’t get the results this program is designed to produce.
Strong fit
- +A local service business with a specific, high-intent service to grow
- +An existing website to build the landing page on, even a simple one
- +Room in the budget for at least $500 a month in ad spend
- +An engaged owner who can answer the phone and follow up on leads
Not a fit
- ×No room for $500 a month in ad spend
- ×No website, or one that’s badly broken
- ×Wants a guaranteed number of leads before committing
- ×Expects results inside the first two weeks
Four paths forward.
At the end of 90 days, the data tells us what’s next. The end-of-program recap lays out one of four paths, depending on what the campaign showed and where the business is positioned to go.
Stay the course.
You have what you need to run it yourself. The 90-day recap and action plan are enough on their own. No ongoing engagement.
Run a second 90-day cycle.
The signals are promising but the data is thin, or the smart next move is a fresh test on a different channel or service. A new cycle extends what’s working into new territory.
Launch & Learn continuation.
Keep what was built running. Ongoing management of the campaign launched during the program, with no new setup. A new setup fee only returns if you add new scope, like a second channel.
AI Visibility Partnership.
The campaign taught you what your buyers respond to, and the next lever is being the business AI names, without paying for every click. Prompt set tracking begins, the answer layer gets owned, and the campaign learnings shape what gets built. For businesses that want one senior partner across all of marketing instead, the fractional CMO seat exists too.
Asked and answered.
Will this guarantee a specific number of leads?
No. What we do guarantee is the work. The strategy is real, the landing page converts, the campaign is built right, and the recap tells you the truth at the end.
I need leads now and cannot afford a full visibility strategy. Is this the right start?
Yes, and it is the most common reason people choose this program. AI visibility work compounds, which is another way of saying it takes months before it pays. Advertising buys attention immediately. Starting here gets leads moving now and, by day 90, tells you which message your market actually responds to. That is the groundwork the visibility work would otherwise spend two quarters guessing at.
What does the campaign teach me beyond the leads?
Which of your messages your buyers recognize themselves in, which audience has budget and urgency right now, and where your positioning is off. That comes out of real click and conversion behavior rather than opinion, and it is documented in the recap. The messaging that wins in the ad account is the messaging that belongs on your service pages and in the answers engines quote.
What will this cost me in total?
The setup fee is $2,500, invoiced once at the start, and it covers the full 90-day program including management. The only other cost is ad spend, $500 minimum a month paid directly to Google or Meta, which comes to about $1,500 over the program. So your total out of pocket is roughly $4,000 across 90 days.
Why a $500 a month minimum on ad spend?
Below that, the data is too thin to learn from. We could build a flawless campaign and you’d still reach day 90 without enough conversions to know what’s working. We’d rather name that floor up front than run a campaign that can’t succeed.
Can I choose the ad channel?
Channel selection is an output of the strategy call. Some businesses convert better on Google because their customers search with intent. Others convert better on Meta because their customers discover. We recommend the channel that fits how your buyers actually behave.
Can I stop early?
Yes, with notice. One thing to know first: the $2,500 covers the build, your strategy, landing page, and campaign setup. It’s due in full at the start and non-refundable once the build begins. The ad spend is separate and always yours, paid directly to Google or Meta, so if you decide not to keep funding ads, you can stop there. What we’d encourage is running the full 90 days. Campaigns usually need 60 days or more to stabilize, and stopping early often means stopping right before the data would have shown you something useful.
Do you take competing clients in the same market?
For Launch & Learn, yes. It’s a fixed-scope diagnostic program that builds and tests a campaign so you learn whether paid traffic is the right lever, without us owning your strategy or running your marketing long term. Two businesses in the same market can both run that test with no conflict. Exclusivity is a Fractional CMO commitment. Your strategy, landing page, and campaign data from Launch & Learn are always entirely your own.
What if Launch & Learn doesn’t work?
That’s a real outcome, and it’s part of why the program exists. If the data shows ads aren’t the right lever right now, the recap says so and points to what would work better. We’d rather you learn that in 90 days than in nine months.
Do I need an ad account already?
No. We walk you through creating one on whichever platform we recommend. The account stays in your name with your billing information. You own the asset. We hold manager access to do the work.
Start where it makes sense to start.
The first step is a 30-minute call.
We’ll talk through your business, recommend the right ad channel, confirm fit, and scope the setup.