Planning & Budgeting

Subtract the marketing cost from the gross profit it generated, then divide by the marketing cost. Use profit rather than revenue so the figure reflects what the business keeps.

Customer acquisition cost is the total marketing and sales cost for a period divided by the number of new customers won in that period.

Work back from your growth goal: how many new customers you need, how many leads that takes, and what you can afford to pay for each customer given your margins and customer lifetime value.

Fund the foundations first (a converting website and tracking), then channels that capture existing demand, such as search, then channels that create demand, such as social and video, and keep a share for testing.

Metro agencies carry higher commercial rent, salaries and sales costs, and those overheads are built into project quotes. The underlying technical work is often very similar.

Yes, if the agency works remotely as standard, shows live work, signs an NDA, gives you ownership of code and accounts, and communicates on a clear schedule.

Five factors decide most of it: how many unique page templates you need, the platform, custom functionality, whether content and photography are included, and who actually builds the site. Two quotes for 'a website' can describe very different projects.

An online store needs product, collection, cart and checkout templates, payment and shipping integrations, inventory setup, product photography and more testing. Every one of those adds design, development and quality checks.