Your first 90 days, by the numbers.

What should be true by month-end 1

• Cost-per-lead has stabilised (within 15% week-to-week)
• You've held at least 8 to 20 calls
• You've closed at least 2 to 6 deals (industry-dependent)
• You can predict roughly how many leads per €1k of ad spend
• The pipeline shows a healthy mix across stages, not all stuck in "New Lead"
• You've given us 2 to 3 pieces of qualitative feedback ("this lead was good because X")

If 4 or more of those are true, you're on track. The monthly review we run at this point will focus on what to test in month 2.

The conversation to have

At day 30, we'll already know whether your unit economics work. Cost-per-acquired-customer divided by lifetime value tells us whether to scale, hold, or rethink. Three outcomes:

• Unit economics work: we propose scaling ad spend in month 2 (usually 30 to 100% lift)
• Borderline: we hold spend, focus on conversion-rate improvements in your sales process
• Not working yet: we change the offer, audience, or creative angle. This is uncommon at day 30 but happens. We're upfront when we see it.

What should be true by month-end 2

• You've built a personal closing rhythm (calls feel less ad-hoc)
• Sales-side bottlenecks are visible — you know where you're losing deals
• Creative refreshes are happening every 14 to 21 days without you asking
• You've had at least one referral or word-of-mouth lead come through
• You can tell the difference between a "good day" and a "bad day" of leads without checking the dashboard

The conversation to have

By day 60, the question shifts from "is this working" to "what's the ceiling". We'll look at:

• Audience exhaustion signal: is cost-per-lead trending up over the last 3 weeks?
• Channel diversification: should we add Google Ads, organic content, or referrals as a second source?
• Pricing or offer adjustment: are deals stalling at "Proposal Sent"? Sometimes the price is right but the offer structure is wrong (one-pager vs deck, tiered vs flat, etc.)

What should be true at month-end 3

• You have 90 days of clean data on cost-per-lead, conversion rate, deal size, close rate
• You can forecast next month's revenue within ±20%
• You've built a personal playbook (what to say, when to call back, which leads to push)
• The CRM is running with minimal day-to-day effort from you
• You've considered (and we've discussed) hiring a salesperson, raising prices, or expanding into a second service line

The conversation to have

Day 90 is the first moment we run a proper "what next" review. We compare your trajectory to where you said you wanted to be. Three honest outcomes:

• Crushing it: scale spend significantly, consider a second channel, possibly hire a salesperson
• Solid baseline: hold spend, optimise conversion, focus on margin not volume for the next quarter
• Misaligned: we re-strategise. New offer, new audience, different channel. We don't keep spending on a thing that's not earning. (Rare at day 90 if our discovery was right, but it happens.)

1. Checking the dashboard too often in week 1

You'll be tempted. Don't. Daily numbers in week 1 are noise. Check the dashboard Monday and Friday only for the first 14 days, then daily is fine after that. Anything urgent reaches you via SMS/email alert anyway.

2. Negotiating against yourself on bad leads

If a lead is clearly wrong-fit, mark them Lost and move on. Don't bend price or scope to try to save them. Every minute you spend trying to convert a bad-fit lead is a minute you didn't spend on a good-fit one. The ads will deliver more good-fit leads. Trust the process.

3. Going silent on us

The clients who do best are the ones who tell us when something feels off. "This lead seemed weak" or "I keep getting people from the wrong region" or "I think my pricing is too low for these inbounds". Two minutes of feedback from you can save us two weeks of guessing.