Demand, response and source — as one system
Your ads work. Your follow-up doesn’t.
We generate enquiries through Google Ads, then make sure none of them are left lying around. Each one gets a deadline, a history and a source. At month end you can see which ad produced the job.
The leak
Five places a paid enquiry dies.
You pay for the click. What happens next — in the first minute, the first day, by the end of the month — decides whether it becomes a job. And in most firms nobody owns that stretch.
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Nobody picks up.
The call comes while the crew is on site. The homeowner does not call twice — they call the next firm on the list.
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The callback happens tomorrow.
By then they have contacted three other firms and already spoken to one of them.
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One attempt, then silence.
No second touch, no third. The enquiry was paid for either way — giving up on it is free.
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Nobody knows who said what.
No history, no notes. Whoever is off sick or leaves takes half the conversation with them.
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The job traces back to no ad at all.
€6,400 won — with no way to tell which keyword produced it. So there is no way to go and buy more of it.
The system
A closed loop. Five parts.
Advertising is the easy half. The other half is discipline — and discipline can be built rather than demanded.
Part 1: Demand
Google Ads campaigns, built and continuously optimised. In your ad account, in your name, on your budget.
Part 2: Capture
Call, form or WhatsApp: every enquiry lands in one place — with its source, keyword and timestamp attached.
Part 3: Response
Every enquiry gets a deadline. When it runs out the system escalates — not your office manager’s memory.
Part 4: Follow-up
A fixed sequence of contacts runs until there is a yes or a no. Nothing dies quietly in an inbox.
Part 5: Source
Ad → keyword → call → appointment → job → euro. What you get at the end is a table, not a hunch.
Your cockpit
This is what you see every morning.
Not software you have to learn. In the office, one list with every enquiry — and on your phone, a notice as soon as something needs doing: new enquiry, call-back due, appointment booked.
New enquiries come first, with phone number and waiting time.
The job file shows the next step at the top.
You see at a glance where each potential customer stands.
On site, your phone tells you what is due — you do not have to be at the office.
Responsibilities
Who does what.
We bring the enquiry in, your office turns it into an appointment — the handover sits between the two.
What we take on
- Building and optimising campaigns
- Capturing enquiries and matching them to the ad
- Deadlines, chasing, reporting
Handover
What you take on
- First contact and callback
- Consultation, survey, quote
- Monthly review — together
In your name The ad account, the tracked number and every contact are in your name from day one. You revoke our access — and everything keeps running.
Your numbers
What this means for you.
Your assumptions, not ours. We do not promise numbers — we make the ones you already have visible.
Jobs per month
2.3
Revenue per month
11,250 €
- Revenue less ad spend
- 9,750 €
- Ad cost per job
- 667 €
- ROAS
- 7.5×
How it gets there
Enquiries
27
of those, reached
15
Consultations
7.5
Jobs
2.3
An estimate from your inputs. None of it is a commitment; results depend on your market, your offer and how you sell. “Revenue less ad spend” means the ad budget alone is deducted — not materials, wages or overheads.
Terms
What it costs — and who we turn down.
You should not need three meetings to hear a number. The model is here; the figure comes in the first call.
- Setup: one-off and fixed. Ad account, tracking, number, campaigns, landing page, deadlines and reporting.
- Then a fixed monthly fee for running and optimising it.
- Your ad budget goes straight to Google and never passes through us. We make nothing on your media spend.
- A minimum ad budget applies — below it there is simply not enough data to decide anything.
- Three-month minimum term, monthly thereafter. Less than that and nobody can honestly judge whether it works.
Process
Four steps. In this order.
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Diagnose
We go through your numbers: job value, close rate, who answers the phone during the day. If the maths does not work, you hear it here — not in month four.
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Build
Ad account and tracked number in your name. Plus campaigns, landing page, deadlines and escalation paths. You approve every ad before it runs.
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Launch
The ads go live, the first enquiries run through the system — including the first deadlines that get missed. Those are exactly what we need to tune it.
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Operate
Report on Friday, review each month: what works, what gets cut, where budget moves — and what has to change in your office.
The operator
One operator. Not an agency layer.
Operator file
- Base
- Barcelona
- Education
- ESADE (BBA)
- Languages
- DE · EN · FR · ES
- Markets
- DACH · ES · UK · FR
Dominique Kahlem
Founder — Kahlem Advisory
Kahlem Advisory is run by Dominique Kahlem. No account managers, no juniors, no hand-offs — the person you speak to on the first call is the person who builds your campaigns and looks at every enquiry.
He has built two businesses of his own. Since 2024 he has run the Google and Meta advertising for a Barcelona fitness studio himself — measured, reviewed weekly, ROAS above 2.0. He brought the first reply to a new enquiry down from 12 hours to under five minutes, and membership went from 20 to 85+ in six months. Before that, from 2022 to 2025, a Shopify shop selling to consumers: ads, remarketing, chasing abandoned carts.
He also works at Factorial in Barcelona on the German-speaking market: every working day he speaks to decision-makers in Germany, Austria and Switzerland — by phone, email and LinkedIn — qualifies them and hands them on. Based in Barcelona, business degree from ESADE. German native, English at professional level, plus Spanish and French.
Does this fit?
Four statements. Answer honestly.
If two of them are false, paid advertising is not your next move — and we would rather say so now than after the setup.
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Our average job is worth at least €5,000.
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Of ten consultations we attend, at least two become jobs.
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We can commit a fixed advertising budget each month.
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Someone is reachable during working hours to take a new enquiry.
Result
If two of them are false, paid advertising is not your next move.
Good fit.
This is exactly what the system is built for. Fifteen minutes is enough to work through your numbers.
Book a 15-min callPossible fit.
Worth a call. Some setups carry it and some do not — you will get a straight answer either way.
Book a 15-min callProbably not — and we would rather say it.
On your answers, paid advertising would cost you money today without bringing it back. If that changes, you know where we are.
FAQ
Straight answers.
Who owns the ad account?
You do. It is created in your name, you are the owner, and we get agency access. If we part company you revoke that access — campaigns, history and learning data stay with you. Agencies that hold the account themselves are building a switching cost, and that is exactly what it is for.
Who owns the enquiries and the phone number?
You do. You buy the tracked number yourself, in your own name — partly because German numbers are only allocated to subscribers based in Germany, so a Spanish company could not hold one anyway. Every contact created is your contact.
We cannot always call back immediately. Does that rule us out?
No — that is the normal case, and it is the reason the system exists. We do not promise a response time on your behalf; your office makes the calls. What we do is give every enquiry a deadline, make a missed deadline visible and escalate it, and show you at month end what it cost. "We should be faster" turns into a number.
Do we have to learn software?
No. You get an overview and a weekly report. Whoever takes enquiries in the office works from a list, top to bottom — no training manual, no licences to buy.
What if the ads do not work?
You see it in week five rather than month six, from two figures: cost per enquiry and cost per job. Keywords that spend without delivering get switched off. If the category as a whole does not carry, we say so instead of managing the budget.
Who is responsible for the homeowners’ data?
You are the controller under GDPR; we are the processor. There is an Art. 28 processing agreement naming every service provider involved. The contracting party and processor is Scientific Network Management, S.L.
Which regions do you work in?
Ostwestfalen-Lippe in Germany and the adjacent districts to begin with. Deliberately narrow: one region, one trade. It is the only way to know what a click really costs there and which wording actually produces a phone call.
Can we stop?
Monthly, after the minimum term. You keep the ad account, the number, the campaigns and every contact. There is nothing to hand over, because nothing was ever held by us.
Every enquiry answered.
Every euro accounted for.
If the maths does not work for you, I will say so on the call.