The Uncomfortable Truth
We turn away most brands that approach us. Not because they're bad businesses. Because we're not the right fit.
That sounds arrogant. Here's why it's the opposite.
The Maths of Selectivity
We run a small, senior team. No account managers. No junior staff learning on your account. That means capacity constraints.
Every new client we take reduces attention available for existing clients. The only way to maintain results is to be ruthless about fit.
The Three Filters
Filter 1: Spend Level
We work with brands spending £15,000-£150,000 monthly on Google Ads. Below that, our fee structure doesn't make sense. Above that, you probably need a larger team.
This isn't about prestige. It's about commercial reality:
- Below £15k: Our minimum fee represents too high a percentage of spend
- Above £150k: The complexity typically requires more hands than we have
Filter 2: Product Economics
Some products simply don't work on Google Ads. We check:
- Gross margin (below 30% is usually challenging)
- Average order value (very low AOV with high CPCs = structural problem)
- Return rates (high returns destroy unit economics)
- Repeat purchase rate (one-time purchases need tighter acquisition economics)
If the maths doesn't work, we say so upfront. Read about when not to scale spend.
Filter 3: Relationship Indicators
Experience has taught us warning signs:
- Previous agencies "didn't understand the business" (often means unrealistic expectations)
- Looking for cheapest option (we're not it)
- Want to approve every change (removes our ability to move fast)
- Focus entirely on ROAS (suggests misaligned metrics)
These aren't judgments. They're compatibility signals.
Why This Benefits Everyone
For Clients We Accept
- Senior attention on every account
- No capacity-driven quality drops
- Genuine partnership, not vendor relationship
- Results that compound over time
Check our case studies - these aren't cherry-picked. They're representative of what proper fit enables.
For Brands We Decline
- Honest assessment rather than false promises
- Often specific recommendations for better fits
- No wasted months discovering incompatibility
- Sometimes guidance that saves them from unnecessary agency spend
What We're Looking For
The ideal engagement:
- £20-80k monthly spend with growth potential
- Product margins supporting profitable acquisition
- Leadership that understands LTV, not just ROAS
- Willingness to share business data (we can't help without it)
- Google Shopping or Performance Max as primary channels
- Commitment to minimum 6-month engagement
The Referral Alternative
When we decline, we often refer to:
- Larger agencies for £200k+ spends
- Freelancers for sub-£10k accounts
- In-house recommendations for specific situations
Read our internal vs agency guide for honest assessment of when agencies even make sense.
Not sure if we're the right fit? Get in touch. We'll be honest—even if that means saying no.