The sales process · Lead generation
Ads reach the people already searching, and nobody else at all.
Search engine ads put you at the top of the results for a phrase somebody is typing right now, for a fee every time they click. This step works out which phrases carry a buyer, what the person sees when they land, and how you tell which enquiries the money bought.
In one paragraph
Search engine ads put you at the top of the results for a phrase somebody is typing right now, for a fee every time they click. This step works out which phrases carry a buyer, what the person sees when they land, and how you tell which enquiries the money bought.
The appeal is obvious. Search engine optimisation, the step before this, takes months. An ad account takes an afternoon to switch on and the phone can ring the same week. Two things get underestimated. The ringing stops the day the card stops, and a good share of the early spend goes on people who were never buying.
So the work is narrowing. You start from the phrases somebody types once they have decided to spend, not the ones they type while still reading about the subject. Then you write down every word you refuse to pay for. Jobs. Courses. Wholesale. Free. Repair, if you only sell new.
And somebody has to pick up. An advertisement running at nine at night for a firm that answers calls until seven is paying for missed calls. Setting the ad hours to the hours you answer is a management decision that saves money.
Where this sits
Stage 4 of 10, lead generation. The routes an enquiry can arrive by, and what each one costs in money or in time.
- The stage before
- Prospecting
- The stage after
- Sales enablement
If you want this done for you
Show up at the exact moment someone searches for what you sell.
The work
What this step is actually like.
“The negative list is the campaign”
Every week, read the report of what people actually typed before they clicked. Half of it will be wrong, and the wrong half gets added to a list of words you will not pay for again. This is the part small accounts skip, and it is why the same budget in two hands produces different results.
“Send them to the page about the thing they searched”
A person who searched for one specific service and lands on your home page has to start looking again, and a fair number will not. The page they reach should repeat the words they typed, show what it costs to talk to you, and ask for less information than you would like.
“Wrong where nobody is searching”
If you sell something people do not know has a name, there is no search to buy. If the work comes through tenders or through a dealer appointment, the buyer is not typing. If your margin on one order is thin, the clicks that produced it can cost more than the order earned. Check that arithmetic before the account is opened.
“Count calls, not clicks”
The ad account reports clicks and cost. Your business runs on orders. The join between the two is one question asked by whoever answers the phone: what did you search for. Without it you get a beautiful report about advertising and no idea what it did for the business.
What we do
What you end up with.
The artefacts this step produces, what each one is for, and how you know it is finished.
The search term sheet
Each phrase you are willing to pay for, what the person wants when they type it, the page they land on, and what counts as a result. Phrases that describe a decided buyer sit at the top. Phrases that describe curiosity go in a separate list.
Result: You can explain in one line why you pay for every phrase in the account.
The negative word list
A growing list of words that stop your ad appearing. Job, vacancy, salary, course, second hand, free, plus whatever your own report throws up in the first fortnight. Added to weekly and never finished.
Result: The wasted share of the spend falls each week instead of staying where it started.
The landing page and its one action
One page per group of phrases, carrying the words that were searched, proof you have done the work, and a single thing to do next. A phone number that opens the dialler beats a form with nine fields.
Result: Somebody who clicked can reach you without going back to the results page.
The answering rule
Written down: which hours the ads run, whose phone rings, who covers lunch, and what happens to a form filled at midnight. Ads bought during hours nobody answers are the most expensive mistake here.
Result: Every click you paid for reaches a person, and the log shows how long each one waited.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every monthly report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No lock-in, no guarantees we cannot keep
Three to six months at a time. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak, within a few working days
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How much should we put in to start?
What happens when we switch the budget off?
We got plenty of calls but they were the wrong people. What went wrong?
Can we run ads and search work at the same time?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this step further.
The rest of lead generation
Or read the whole sales process in order.