Dear broker or adviser,
If your ads are making clicks but not appointments, this letter will tell you why. It takes four minutes to read and it names the exact places your budget is going.
First, an admission. I nearly opened this letter the way every agency opens everything:
no. I run ads that pay for themselves. That's it.
I have spent six-plus years watching finance firms pay for marketing that produced reports instead of clients. The reports celebrated impressions. The phone stayed quiet. Nobody could say what one enquiry actually cost, which suited everyone except the person paying.
So here is what I have learned, plainly. Almost every broker and adviser funnel loses money in the same three places. Not ten. Three. A pension enquiry and a remortgage enquiry stop in the same three places, which is why the framework works for both.
The click
Broad keywords and a neglected negative list mean you pay for renters doing research, students writing essays and competitors having a look. The wrong people arrive before your page even loads.
The page
The ad promised remortgage advice. It lands on your homepage, which has a menu, an Our Story section and no obvious next step. Five seconds later that visitor is gone, along with the money that bought the click.
The follow-up
An enquiry arrives at 7pm and gets answered the next afternoon. Two other brokers have already rung them back. Slow follow-up quietly kills more paid leads than bad ads ever do.
I drew your funnel. It should run flat along the top. Instead it dips at each leak, and every dip is money leaving:
Now the part agencies prefer to keep mysterious. The entire business model fits on one line: clicks become enquiries, enquiries become booked calls, booked calls become clients. Four numbers. I have attached them, and you can move the one that matters most yourself:
Clicks
Enquiries
Booked calls
New clients
Drag it. Double the conversion rate and everything downstream doubles, without a penny more of ad spend. That is why I fix the page before I ever suggest raising the budget.
You may reasonably ask why you should believe a stranger's letter. Fair. I will not show you fake logos or invented testimonials, because you have seen enough of those. What I will do instead is put my fee where my mouth is:
First qualified lead within 30 days of launch, or your money back. Not a credit, not a discount. Refunded. Your ad spend never passes through my account, so it stays yours regardless, and so does everything I build.
What working together looks like, briefly. One setup fee of $2,000 covers the heavy first month. Then a retainer from $1,250 monthly, depending on how much of the funnel you want me to run. The full breakdown is on the rate card. Everything is built in your name, in your accounts, from day one. If we ever part ways, you keep all of it.
And one more honest thing, because it matters: I am one person, on purpose. The person who audits your funnel is the person who builds it and the person who answers when something looks wrong. No account managers. No juniors learning on your budget. It also means I take on few clients, and say no when the fit is wrong.
Yours honestly,
MAHADEV · BUILDWITHMAHA
P.S.The fastest way to see whether this letter applies to you is a fifteen-minute teardown of your own funnel. You bring your ads and the page they point to; I mark up the leaks while you watch. It is free, and the notes are yours whether or not we ever speak again.
Book the free 15-minute teardown →
15 minutes, capped. No pitch deck. First qualified lead within 30 days of launch, or your money back.
P.P.S.Not ready to talk? There is a short free guide, "Why your ads make clicks but no appointments", which covers the three leaks in about ten minutes of reading. Start there.