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A fixed build, then your choice of who runs it

Google and LinkedIn Ads, tracking, CRM, and the content that feeds them, built in your own accounts. Then you choose who runs it: your marketer, or me.

Pipewell is the B2B growth marketing practice of Leo Loison.

I build one thing: the Paid Acquisition Engine. Google and LinkedIn Ads, tracking and attribution, CRM and lead routing, and the content that feeds them.

  1. 1 Plan
    • Growth Diagnostic
    • €950, one week
  2. 2 Build
    • Google and LinkedIn Ads
    • Tracking and attribution
    • CRM and lead routing
  3. 3 Live
    • Campaigns live on Google and LinkedIn
    • Tracking you can trust
  4. 4 Handover or retainer
    • Handover
    • Ads retainer
    • Full retainer
  5. 5 IP is yours
    • Accounts in your name
    • Written procedures

What counts as a lead?

Before your company spends seriously on ads for the first time, agree on one thing: what counts as a lead. Google and LinkedIn optimise toward whatever they are told to count, so if that is a form fill, the budget buys form fills.

Your marketer, if you have one, is strong in content, community or events and has never structured a Google Ads or LinkedIn Ads account. A first campaign set up without that experience can be misconfigured from the start: LinkedIn turns audience expansion on by default, and Google's default keyword match is broad match.

At €5,000 a month, twelve months without verified tracking is €60,000 of spend you can't evaluate. You can't tell which half worked, so you can't cut the half that didn't, and next year's budget becomes a guess built on this year's guess.

If nobody agreed in advance what your sales team will accept, your AEs do the qualifying without the context to open the conversation, marketing has no number of its own, and nobody can say which spend produced pipeline.

Both obvious ways out cost you. Hire a Head of Marketing, and wait three to six months to find out whether they were the right hire. Or hire an agency and depend on it, with no guarantee that the accounts, the tracking and the know-how stay with you if you stop.

  1. 1 Plan

    Start with the Growth Diagnostic. €950, one week, and it ends in a written verdict on whether the engine is worth building here, including "not yet" when that is the answer.

    You get your channels, tracking and funnel reviewed end to end, plus a prioritized 90-day plan that is yours to run with me or without me. The €950 is a separate fee and is not deducted from the engine.

    • ChannelsReviewed
    • TrackingReviewed
    • FunnelReviewed

  2. 2 Build

    Fast-track in three months, or Standard in six. Fixed scope, fixed price and fixed end date, all three agreed before we start. I build everything in your own accounts, on your own payment method, so it is yours from the first day.

    If a marketer is in seat: about four hours a week from them, plus a thirty-minute check-in with you.

    Verified from click to CRM record

  3. 3 Live

    A running engine: campaigns live on Google and LinkedIn, conversion tracking verified from click to CRM record, leads routing to sales automatically, and content produced on a weekly rhythm.

    What twelve weeks does not produce

    Twelve weeks produces a working engine and the leading indicators: leads your sales team accepted against the definition agreed at the start, what each one cost, tracking you can trust, routing that works. If your sales cycle runs three to six months, the first closed deal from it lands after I'm gone. I won't promise you revenue inside the window.

    • Accepted leads
    • Cost per accepted lead
    • Tracking
    • Routing

  4. 4 Handover or retainer

    Illustration: an elevated track splitting into three coloured lanes

    • Handover.

      Your marketer operates the engine alone for two weeks before I send the final invoice. If they can't, I stay until they can, at no extra cost.

      No further fee

    • Ads retainer.

      Your marketer is in seat but busy elsewhere. I run the ads, month to month, no minimum term.

      From €1,450/month

    • Full retainer.

      Nobody in seat yet. I run everything until you hire, then hand over to the hire. Three-month initial term, then month to month.

      From €2,950/month

    You can change later. A handover client can add the ads retainer. A retainer client can take the handover. Nothing switches off if you stop.

  5. 5 IP is yours

    The engine is yours in every case: accounts in your name, written procedures, full access, offboarding call.

    What you own on the last day

    • Every account, property and licence in your name.
    • Your data and its full history.
    • Written procedures for everything recurring: what to check daily, weekly and monthly, and what to do when a number moves the wrong way.
    • If you chose handover: a marketer who has already operated all of it for two weeks without me.

    Not a strategy deck. Not a set of recommendations for someone else to implement.

    Marketing has a number, and your sales team agreed to it.

Who is this for, and who is it not for?

For B2B companies whose sales team needs marketing to feed it, about to run paid ads seriously for the first time, with a marketer in seat or nobody yet.

Not for companies that already have a senior marketing team. At that point these systems start removing roles instead of growing them, and I don't build those.

I work with small businesses deliberately, not as a fallback. A junior marketer with a properly built engine becomes the person running a function that used to need a department. That only holds true when the department doesn't already exist.

Not for companies that need closed revenue inside twelve weeks.

If nobody is in seat yet, that is what the full retainer is for.

Book a call

30 minutes, free. You talk to the person who does the work.

Full pricing and payment terms