We Read Your P&L Before Your Ads

When a brand comes to us, agencies usually ask for Google Ads access first.

We ask for the P&L.

Not because we're accountants. Because without understanding the financial structure, we can't make decisions that matter.

What we're looking for:

• Gross margin: How much room do we have to work with?
• Marketing as % of revenue: Is the current spend sustainable?
• Contribution margin by channel: Is paid actually contributing?
• Fixed costs: What's the baseline we need to cover?
• Cash position: Can the business handle investment in growth?

Why this matters:

A brand with 50% gross margin can afford different things than a brand with 25%. Obvious, but rarely discussed.

A brand that's cash-constrained needs efficiency. A brand that's flush with capital might prioritise growth. Different situations need different strategies.

A brand spending 35% of revenue on marketing might need to cut, not optimise. A brand spending 10% might be under-investing.

What agencies typically do:

They look at the Google Ads account. They see "opportunity." They recommend spending more. They optimise towards platform metrics.

Then they're surprised when the client runs out of cash.

What we do:

We start with what the business needs. Then we figure out if Google Ads can deliver that.

Sometimes it can. Sometimes it can't. Either way, we're working from financial reality, not platform vanity.

The P&L doesn't lie. Google Ads reports can. We prefer to start with truth.