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Before the next budget decision
Start with the disconnect between marketing activity and sales outcomes. Then see what the paid audit buys you and how Armitage runs the work after it.
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Armitage is a marketing agency for service companies with a sales team. We connect the inquiries marketing generates to the opportunities sales accepts, then build and run Search, Meta, commercial content, and measurement as one system.
You have the problem when the marketing report can show a form, call, or booked meeting, but leadership still cannot answer which inquiries sales accepted, which became real opportunities, or which source deserves more money. It often shows up as a lead-quality argument between marketing and sales.
The first paid step is a Measurement and Demand Audit. It reviews the offer, buyer demand, tracking, qualification, CRM stages, and sales path. You receive a measurement contract, demand map, gap list, sequenced plan, and a build, repair, hold, or stop recommendation.
A new campaign learns from the signals already available. If marketing counts a form while sales judges a real opportunity, more traffic only scales the disconnect. The audit repairs the feedback loop before Armitage adds or expands channel work.
Yes. Build, repair, hold, and stop are all valid answers. If demand is weak, the economics do not work, or the evidence chain cannot support a responsible build, protecting the next dollar is a useful result.
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Armitage is the primary builder and operator. We scope the approved changes separately, then run the connected marketing system against the sales stages defined in the audit. Your team or a specialist can still own a clearly defined piece.
Yes. Armitage is the agency that owns the marketing-to-sales feedback loop. The audit is the first paid step because it tells us what to repair, build, hold, or stop before we take responsibility for running the work.
A separate proposal names the approved changes, owners, evidence, verification method, guardrails, and stop conditions. Depending on the audit, the work may repair measurement and handoffs, launch or fix Google Search, stage Meta demand building, or create commercial search content. Every layer is optional until the evidence supports it.
Google Search reaches buyers already looking for the problem, category, service, or alternative. That makes it the clearest first place to test the offer, economics, landing path, and qualification model against sales-accepted opportunities.
No. Meta can build awareness, educate buyers, retarget observed interest, and generate leads. Armitage starts with the strongest intent signals, then expands only when the offer, creative, qualification, measurement, sales handoff, and economics support the next stage.
Commercial search content comes after real queries, buyer questions, and sales feedback show what deserves an answer. Pages expand from useful commercial evidence, not a publishing quota or a list of high-volume keywords.
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The client defines the exact stages. In this model, an opportunity is more than a form or booked call. Sales has accepted it, someone owns the next step, and there is a credible commercial path. Pipeline and closed revenue are reported only when the client systems can support those claims.
The measurement contract defines raw inquiry, qualified lead, opportunity, pipeline, and closed revenue. It also names where each stage lives, who owns it, how fresh the data is, and which gaps limit what reporting can honestly say.
They show activity, not business value. A form can be a poor fit. A booked call can be unqualified. Armitage keeps those signals visible without promoting them to pipeline proof before sales and the client systems support that conclusion.
Hold or stop when demand is too weak, economics cannot support acquisition, measurement cannot separate good demand from noise, the landing or sales path remains broken, or content fails its usefulness, quality, indexation, or commercial-contribution gates.
The first paid step
The Measurement and Demand Audit tells you what deserves investment, what needs repair, and what should wait before anyone changes a campaign or system.