Google Ads pilot — R6k/mo · Polymorph × Growth Experts

R12,000

Total media · R6,000 per month × 2 months (agreed on 6 Aug)

R6,000 Month 1

R6,000 Month 2

1 primary LP Trust-first conversation page

Why now

Business Day print → web did not convert. Website leads are already coming through. Google Ads adds intent. At R6k/mo we learn whether paid search produces conversations worth continuing — without forcing a two-ad A/B on day one.

Where traffic goes

Primary · month 1–2

Trust-first conversation landing

What we do → work we’ve done → who / why → then the form. Built so the first screen earns a scroll, not a bounce.

Preview landing →

Secondary · later

Software calculator

Value-first rebuild ready when the conversation LP is converting. Not required for the first two months.

Preview calculator →

North-star KPI: qualified form enquiries you can reply to. Not sessions. Not awareness. Offer stays locked: clarity conversation → discovery → paid concept design.

How we run it

Growth Experts: campaigns, ads, tracking, weekly optimisation
Patrick / team: reply within two business days
Biweekly check-in on lead quality and fit
Geo: South Africa mid-market B2B / funded scale-ups
Access needed before go-live: Search Console, Google Analytics, Google Ads (GE as admins). Clarity already on.

Kill or scale

After month two: stop, adjust, or scale. No “keep it on for brand.” Google may award matching month-3 credit after the first two months of spend — useful, not assumed in the ask.

Taylor to confirm trust-first hierarchy with Edwin. Calculator and GPT ads parked until conversation LP proves response.

Decision asks

Approve R6k/mo × 2 months (R12k total media)
Approve trust-first LP slug + form routing (/talk-to-polymorph or /start-the-conversation)
Grant access Search Console, GA, Google Ads admin for Growth Experts (owner likely Marty)