You can say what every rupee of ad spend bought last month.

Gully Sales runs your paid search, social and shopping budget as one managed investment: conversion tracking you can trust, a cost ceiling per enquiry your margin can carry, and a weekly decision about where the next rupee goes.

Every enquiry traced back to the campaign, ad and search term that produced it.
A cost per qualified enquiry agreed against your margin before spend starts.
Weekly budget decisions on record, so money moves toward what actually converts.

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Gully Sales Private Limited works with small and medium businesses across India, and you keep ownership of every ad account we run.

In one paragraph

What is Performance Marketing and PPC Services?

Performance marketing and PPC is paid advertising run against a number instead of a feeling. Gully Sales sets the cost per enquiry your margin can carry, builds conversion tracking that survives scrutiny, structures accounts across search, social and shopping, and makes a weekly call on where budget moves. You see what each rupee bought.

The problem

The ad accounts spend on time, and nobody can say what came back.

Money leaves the ad accounts every month without fail. What returns is harder to describe. The platform dashboards show impressions, clicks and a conversion count nobody in your office recognises, because one enquiry gets counted twice and a form filled by a job seeker looks exactly like a form filled by a buyer. The agency report says clicks are up. The sales team says the phone is quiet. Both can be true at once, and neither answers the only question you asked: for the money spent, what did we get?

You will recognise it as

Platform reports show conversions your CRM has never heard of, and the two numbers are never reconciled.
Nobody can state the cost of one enquiry sales actually accepted, only the cost of a click.
Budget is split across Google, Meta and other platforms by habit, not by what each returned last quarter.
Campaigns run untouched for weeks, then get paused in a hurry when the monthly bill arrives.
The ad account sits inside an agency login, so history and audience data leave when the agency does.

What it costs the business

You buy the same audience twice, once on search and once on social, and pay a premium for the overlap.
Spend keeps flowing to campaigns that report well rather than to the ones your salespeople trace orders back to.
Decisions get made on the monthly invoice instead of the weekly numbers, so a poor month runs its full course.
Cutting the budget starts to look like the only available lever, and the enquiries stop along with it.

Why it persists. Paid media punishes part-time attention. Bids, competitors and platform rules move every week, while an owner can look at the accounts monthly at the most. Measurement is the harder half and the least visible: it needs the website, the CRM, the phone line and the ad platforms to agree on what counts as an enquiry, which is a technical job nobody quite owns. So accounts keep running on settings that were correct a year ago, and reporting keeps describing the platform rather than the business.

If it stays unresolved. Costs rise quietly. Cost per click climbs each quarter, conversion rates drift, and the same budget buys fewer enquiries than it did last year. Because nothing is measured against a ceiling, the drift is only noticed when the spend stops making sense, usually after a full year of it. Meanwhile competitors who fixed their measurement first can afford to bid higher for the same customer.

What changes

What changes once paid spend is run against a number.

In the first weeks

One tracked definition of an enquiry, shared by your website, ad platforms and CRM.
A single view of what every live campaign spent and produced last month.
Obvious waste stopped early: duplicate audiences, spent-out search terms, disapproved ads.

In how the work runs

A weekly review where budget, bids and creative change on evidence, and the change is logged.
Ad accounts owned by your company, with agency or staff access granted rather than assumed.
One test always running on the variable most likely to move cost per enquiry.

In sales and marketing

A cost per qualified enquiry you can hold against your gross margin before approving spend.
Budget concentrated in the campaigns your sales team can trace revenue back to.
A clear read on which products or services paid media can carry, and which it cannot.

In what management can see

Presence in the paid results where buyers compare options, on the terms that matter to you.
One consistent message across search, social and shopping, so a buyer meets the same story twice.

Over the longer term

An account history and audience base that stays with your business as people and agencies change.
Enough measured seasons to plan next year's advertising budget from your own data.

Gully Sales controls the structure, tracking, targeting, creative direction and the weekly decisions. Auction prices, demand in your category and how many enquiries your team converts depend on your market, offer and follow-up. We report both sides and we do not promise a revenue figure.

Who it is for

Whether performance marketing suits your business right now.

The businesses it suits

Businesses already spending on ads every month without a clear read on the return.
Owners who want to start paid advertising properly rather than boosting posts occasionally.
Companies with a defined offer, a price, and someone who answers enquiries the same day.
Teams whose organic visibility is growing slowly and who need enquiries before it matures.
E-commerce and enquiry-led businesses that can trace a sale back to its first click.
Businesses changing agency who want to keep the account, the data and the learning.

What usually prompts the call

The monthly ad invoice has grown while the enquiry count has not.
You are entering a new city, category or product line and need demand sooner than SEO can build it.
An agency contract is ending and nobody inside the company understands what was being run.
Sales capacity is sitting idle and the team needs more conversations to work on.
A competitor has appeared above you on the searches your buyers use.

What Gully Sales does

The work, component by component.

Measurement baseline

We fix what the accounts can see before we touch what they spend: platform tags, server-side or conversion API events where the platform supports them, analytics goals, call tracking for the numbers on your ads, form tracking, and where your CRM allows it, importing the enquiries sales accepted back into the ad platforms.

Why it matters:: Every later decision, from bid to budget to which campaign to close, rests on the conversion count. If that count is wrong, faster optimisation only reaches the wrong answer sooner.
You receive:: A tracking specification, the implemented tags and events, and a signed list of what counts as a conversion.
Business value:: You stop arguing about whose number is right and start arguing about what to do next.

Account architecture

Campaigns, ad groups, audiences and budgets are laid out across search, social, shopping and display so each one answers a question you care about. Naming is consistent between platforms, audiences are separated so two campaigns are not bidding for the same person, and branded traffic is reported apart from new demand.

Why it matters:: Most inherited accounts are a pile of campaigns built at different times for different reasons. You cannot compare or reallocate what was never structured to be compared.
You receive:: A built account structure with a naming convention, budget split and the reporting view that follows it.
Business value:: Budget can be moved between channels on evidence, because like is finally being compared with like.

Bid, budget and pacing control

Daily budgets are set so campaigns neither exhaust themselves by mid-month nor leave money unspent. Bidding strategies are chosen for the amount of data each campaign actually has. Billing, ad disapprovals, policy holds and tracking failures are checked on a schedule, so a campaign never sits dark for a week unnoticed.

Why it matters:: Paid media stops earning the moment it stops running, and the most expensive outages are the quiet ones nobody sees until the monthly report.
You receive:: A pacing and monitoring routine with an alert list, plus a monthly record of any downtime and its cause.
Business value:: Your budget lands across the month as planned, rather than in whichever week nobody was watching.

Creative and landing page testing

One structured test runs at a time on the thing likeliest to move cost per enquiry: the offer, the headline, the format, the audience or the page the ad lands on. Landing pages are checked for load speed on an Indian mobile connection, for message match with the ad, and for a form short enough to finish.

Why it matters:: Cost per enquiry usually moves more from the message and the page than from bid tinkering, and a slow page raises the price of every click you buy.
You receive:: A test plan, the variants, page and form recommendations, and a written result for each completed test.
Business value:: Improvements accumulate as a record of what your buyers respond to instead of restarting each quarter.

Access, ownership and brand safety

Ad accounts, billing profiles, analytics properties and business managers are created under your company's ownership, with named admins and access granted per person. Placement and site exclusions, negative keyword lists and audience suppressions are maintained so your ads do not appear beside content you would not want them near.

Why it matters:: An account you do not own is a business you cannot fully leave with, and unchecked automatic placements quietly spend real money on traffic that never converts.
You receive:: An ownership and access register, exclusion lists, and exportable change history for every account.
Business value:: If we part ways, your accounts, audiences and learning stay where they belong: with you.

Platform change management

Ad platforms change campaign types, policies, consent requirements and measurement rules several times a year, often with a deadline attached. We track those changes, test the ones that affect your accounts, and migrate deliberately rather than accepting whatever the platform switches on by default.

Why it matters:: Automatic upgrades are designed for the average advertiser. Applied without review, they can quietly redirect your budget to placements and audiences you had deliberately excluded.
You receive:: A change log of platform updates applied, deferred or declined, with the reason recorded in each case.
Business value:: You benefit from the useful platform changes without being moved by the ones that suit the platform more than you.

Reporting and the weekly decision

A short weekly working note covers pacing, cost per enquiry and any test in progress. A monthly report reconciles platform numbers against your CRM and states what changed and why. Each quarter we bring a budget recommendation for the next one, including the campaigns we think should stop.

Why it matters:: Reporting that only describes the past is an expense. Reporting tied to a decision is how the spend improves month after month.
You receive:: Weekly notes, a monthly reconciled report, and a quarterly budget recommendation with reasoning.
Business value:: You approve spend with the same confidence you approve any other operating cost in the business.

What you will have at the end.

A paid media plan naming channels, campaign types, budget split and the cost per enquiry ceiling for each.
A conversion tracking specification listing every event, its trigger, its value and where it is recorded.
Implemented tracking: platform tags, API or server-side conversions where available, and call tracking.
A built account structure whose campaign and ad group naming reads the same way on every platform.
Keyword, audience and placement lists, with the negative and exclusion lists that protect the budget.
Ad copy and creative briefs, plus the variant matrix for the first round of testing.
Landing page and form recommendations, with load speed and message-match notes for each campaign.
An ownership and access register covering every ad account, billing profile and analytics property.
A weekly change log: what changed, why, and what happened to cost per enquiry afterwards.
A monthly report reconciling platform numbers with your CRM; an anonymised sample is shared before you commit.
A quarterly review pack with next quarter's budget recommendation and the campaigns proposed for closure.

How it runs

The engagement, step by step.

1
Audit what is running
We go through the live accounts campaign by campaign: what is spending, what is tracked, what is duplicated, what has been paused and forgotten. We check whether the reported conversions match anything in your CRM or your order records, and we say plainly where the existing numbers cannot be trusted.
You provide:
Read access to ad accounts, analytics and the CRM or order records, plus the last few monthly reports.
We produce:
An audit note listing what is working, what is wasting money, and which reported figures are unreliable.
Done when:
You have seen an honest read of the current spend before any new money is committed.
2
Set the economics
We work backwards from your gross margin and your sales conversion rate to a cost per enquiry the business can carry, then to a monthly budget consistent with the enquiry volume you need. Where a product cannot carry paid acquisition at current prices, we say so rather than designing around it.
You provide:
Average order value, gross margin, and how many enquiries your team typically converts to orders.
We produce:
A one-page economics sheet: cost per enquiry ceiling, target volume, and the budget those two imply.
Done when:
You and we agree the number the campaigns will be judged against.
3
Build the measurement
Tags, events, call tracking and analytics goals are implemented and tested on real journeys, not just fired in a debug tool. Where your CRM supports it, we connect enquiry outcomes back to the ad platforms so bidding can learn from qualified enquiries rather than raw form fills.
You provide:
Website or tag manager access, phone system details, and a named person for CRM configuration.
We produce:
Working tracking, a test log showing each event firing correctly, and the conversion definitions in writing.
Done when:
An enquiry can be followed from click to CRM record without anybody guessing.
4
Build and launch
Campaigns, audiences, keywords, exclusions and creatives are built to the agreed structure and launched in a controlled order, usually the highest-intent campaigns first, so early data is readable. Budgets start deliberately modest while tracking is verified against live results.
You provide:
Brand assets, product or service details, approval on ad copy, and any claims your industry restricts.
We produce:
Live campaigns, the launch checklist, and a first-week watch plan naming what we will react to.
Done when:
Campaigns are running and the first enquiries are appearing in your CRM correctly attributed.
5
Optimise weekly
Each week we review pacing, search terms, audience performance, creative fatigue and cost per enquiry by campaign. Budget shifts toward what is converting, waste is excluded, and every change is written down with the reason, so a later result can be traced to a decision.
You provide:
Feedback from sales on enquiry quality, and a note when an enquiry turns into an order.
We produce:
A weekly change log and a short working note on where the numbers stand against the ceiling.
Done when:
Changes are being made on evidence every week, not in a rush at month end.
6
Test deliberately
One planned test runs at a time on offer, message, format, audience or landing page, sized so the result means something. Losing variants are retired, winners become the new baseline, and the reasoning is recorded so a future team is not repeating tests you already paid for.
You provide:
Willingness to try a different offer or page, and a decision-maker who can approve variants quickly.
We produce:
A test plan, the variants, and a written result for each test including the tests that did not work.
Done when:
Your account has a documented library of what your buyers respond to.
7
Reconcile and replan
Monthly, platform-reported results are reconciled against CRM enquiries and, where possible, orders. Quarterly, we bring a budget recommendation for the next period: which channels earn more, which earn less, which campaigns should close, and what we would like to try next.
You provide:
CRM or sales data for the period, and an hour for the review conversation.
We produce:
A reconciled monthly report and a quarterly budget recommendation with the reasoning behind each move.
Done when:
Next quarter's spend is decided from your own measured results rather than last quarter's habits.

Ways to work with us

Ways to work with us on paid media.

Paid media audit

A one-time review of live accounts, tracking and reported results, ending in a written note on what to fix, what to stop, and whether paid media deserves more of your budget at all.

Measurement fix

A focused engagement to rebuild tracking, conversion definitions and reporting for accounts you or another agency will keep running. Useful when the campaigns are fine but the numbers are not.

Build and launch

We set the economics, build the accounts, implement tracking and launch, then hand over a running system with documentation. Suitable when you are starting paid media or replacing an inherited account.

Ongoing management

Continuous management with weekly optimisation, a running test programme, monthly reconciled reporting and a quarterly replan. The usual arrangement once campaigns are live and spending regularly.

Advisory for an in-house team

Your team runs the accounts; we set the structure and standards, review the work on a fixed rhythm, and act as the second opinion on budget and platform decisions.

Transition and handover

For businesses leaving an agency or bringing paid media in-house: account ownership recovered, history preserved, structure documented and the team trained on the weekly routine.

Why Gully Sales

What you are actually choosing when you choose us.

Your accounts stay yours.

Ad accounts, billing profiles and analytics properties are set up under your company's ownership from the first day. We work inside them with granted access. If the relationship ends, nothing about your history, audiences or data has to be rebuilt.

We start with measurement, not spend.

Until the conversion count means something, optimisation is decoration. We would rather spend the first weeks making the numbers honest than show you a fast improvement in a metric that was never connected to your revenue.

Paid media sits inside your whole revenue system.

Gully Sales also works on sales process, CRM and customer follow-up. That means we can follow an enquiry past the click to whether it was called, qualified and closed, and tell you which part of the chain is actually costing you money.

Every change is written down.

Bids, budgets, audiences and creatives change constantly in paid media. We keep a change log with the reason for each move, so improvement can be traced to a decision and your next manager inherits knowledge rather than a mystery.

We tell you when to stop.

Some products cannot carry paid acquisition at their current price. Some categories are too expensive to enter this quarter. When the numbers say that, we say it too, and we point you at the channel or fix that would work better.

Where it applies

The same service, in different businesses.

Industry	The situation	How it applies	Likely benefit
Industrial manufacturing	Enquiries come from a handful of search terms buyers use when specifying a component, but the account also spends heavily on general category words that attract students and job seekers.	Search terms are separated by intent, the general terms are excluded or moved to a small learning budget, and call tracking is added because most enquiries arrive by phone rather than by form.	Spend concentrates on the specifying buyer, and phone enquiries finally appear in the reporting instead of being invisible.
Multi-clinic healthcare	Each location runs its own boosted posts, budgets overlap in the same city, and nobody can tell which clinic an appointment enquiry came from.	Location-level campaigns with separate budgets and geographic exclusions, one enquiry definition per clinic, and reporting that shows cost per appointment enquiry by location.	Budget moves to the clinics with capacity to fill, and each location manager sees the numbers for their own catchment.
D2C e-commerce	Shopping and social campaigns report a healthy return, but the finance sheet shows margin falling as ad spend grows, and returns are not accounted for anywhere in the platform numbers.	Conversion values corrected to reflect margin rather than order value, returns fed back into reporting, and budget rebalanced toward the product lines that survive that correction.	The advertising decision is made on contribution to profit rather than on gross revenue the platform reports.
Interior design and home services	Leads are plentiful and mostly unsuitable: wrong city, wrong budget, or people looking for ideas rather than a contractor.	Qualification questions added to the form, budget and locality signals used in targeting, and qualified enquiries imported back into the platforms so bidding learns to find similar people.	Fewer enquiries reach the sales team, and a higher share of those that do are worth a site visit.
B2B services and software	A long sales cycle means the platform sees a form fill months before the business sees an order, so campaigns are judged on lead volume alone.	Opportunity and order stages imported from the CRM as offline conversions, with campaigns judged on pipeline created rather than on form fills.	Campaigns that produce browsers stop looking successful, and campaigns that produce buyers stop being cut.
Education and training	Admission enquiries peak in a short season, and the account is rebuilt from scratch each year with the previous year's learning lost.	A permanent account structure kept year-round with seasonal budget schedules, audiences retained between cycles, and a documented playbook for the next intake.	Each admission season starts from the last one's evidence rather than from a blank account.

Industrial manufacturing

The situation:: Enquiries come from a handful of search terms buyers use when specifying a component, but the account also spends heavily on general category words that attract students and job seekers.
How it applies:: Search terms are separated by intent, the general terms are excluded or moved to a small learning budget, and call tracking is added because most enquiries arrive by phone rather than by form.
Likely benefit:: Spend concentrates on the specifying buyer, and phone enquiries finally appear in the reporting instead of being invisible.

Multi-clinic healthcare

The situation:: Each location runs its own boosted posts, budgets overlap in the same city, and nobody can tell which clinic an appointment enquiry came from.
How it applies:: Location-level campaigns with separate budgets and geographic exclusions, one enquiry definition per clinic, and reporting that shows cost per appointment enquiry by location.
Likely benefit:: Budget moves to the clinics with capacity to fill, and each location manager sees the numbers for their own catchment.

D2C e-commerce

The situation:: Shopping and social campaigns report a healthy return, but the finance sheet shows margin falling as ad spend grows, and returns are not accounted for anywhere in the platform numbers.
How it applies:: Conversion values corrected to reflect margin rather than order value, returns fed back into reporting, and budget rebalanced toward the product lines that survive that correction.
Likely benefit:: The advertising decision is made on contribution to profit rather than on gross revenue the platform reports.

Interior design and home services

The situation:: Leads are plentiful and mostly unsuitable: wrong city, wrong budget, or people looking for ideas rather than a contractor.
How it applies:: Qualification questions added to the form, budget and locality signals used in targeting, and qualified enquiries imported back into the platforms so bidding learns to find similar people.
Likely benefit:: Fewer enquiries reach the sales team, and a higher share of those that do are worth a site visit.

B2B services and software

The situation:: A long sales cycle means the platform sees a form fill months before the business sees an order, so campaigns are judged on lead volume alone.
How it applies:: Opportunity and order stages imported from the CRM as offline conversions, with campaigns judged on pipeline created rather than on form fills.
Likely benefit:: Campaigns that produce browsers stop looking successful, and campaigns that produce buyers stop being cut.

Education and training

The situation:: Admission enquiries peak in a short season, and the account is rebuilt from scratch each year with the previous year's learning lost.
How it applies:: A permanent account structure kept year-round with seasonal budget schedules, audiences retained between cycles, and a documented playbook for the next intake.
Likely benefit:: Each admission season starts from the last one's evidence rather than from a blank account.

How it is measured

Baseline: Before anything changes we record the last available months of spend, clicks, tracked conversions and, where your systems allow, enquiries and orders. That becomes the baseline every later report compares against. Where tracking was broken we say so and mark the period unusable rather than comparing your progress against a figure we already know is wrong.
Reporting: Weekly working numbers on pacing, cost per enquiry and live tests; a reconciled report monthly; a channel and budget review each quarter.
Measurement period: The first fair comparison comes once enough complete weeks have passed for your sales cycle to show up in the data, so a longer cycle needs a longer window before anyone draws conclusions.

The metrics that matter here

Reach quality: share of impressions and clicks from the audiences and search terms you agreed to pay for.
Response rate: click-through rate and landing page engagement, by campaign and by creative.
Marketing-qualified leads: enquiries that met the agreed qualification rule, counted in your CRM.
Cost per lead and cost per qualified lead, reported by channel and by campaign.
Pipeline created: value of opportunities your CRM traces back to a paid campaign.
Conversion rate at each step: click to enquiry, enquiry to qualified, qualified to order.
Campaign return: revenue or pipeline attributed against media spend for the same period.
Wasted spend: budget going to excluded terms, placements and audiences, tracked down over time.
Account health: days any campaign was dark through billing, disapproval or tracking failure.

Questions buyers ask

Before you enquire, the answers you will want.

What service levels, access and recovery provisions are included?

Accounts are checked on a fixed schedule for billing, disapprovals and tracking failures, and a weekly working note goes to you. Every account is owned by your company with named admins, so access is granted rather than assumed. Configurations, audience lists and change history are exportable, and we keep a record of what changed and when. If an account is suspended or a tag breaks, recovery starts from documentation rather than from memory.

How long does a performance marketing engagement take before it shows results?

The audit and measurement work happens first and is usually the shortest phase. After launch, campaigns need enough completed weeks for the platforms to learn and for your own sales cycle to play out before any comparison is fair. A business that closes orders in days sees a readable picture much sooner than one with a months-long cycle. We agree the review window with you at the start rather than promising a date.

What inputs do you need from our side?

Ownership-level access to ad accounts, analytics and your website or tag manager. Your average order value, gross margin and rough sales conversion rate, so the cost per enquiry ceiling is real. Product or service detail and approval on ad copy. Most importantly, someone in sales who tells us which enquiries were worth having, because that feedback is what turns lead volume into lead quality.

How is success measured?

Against the cost per qualified enquiry we agreed before spending, not against clicks. Reporting covers reach quality, response rate, qualified leads counted in your CRM, cost per lead and per qualified lead, pipeline created, step-by-step conversion rates, and return against media spend. We also report wasted spend and any days a campaign sat dark, because those numbers explain the others.

What is excluded from the scope?

Media budget itself, which you pay directly to the platforms. Large-scale video or photo production, though we brief and direct it. Website rebuilds, although we specify what landing pages need. Organic search work, which sits with our SEO service. And we do not run campaigns on accounts we cannot access properly or measure, because that is spending your money blind.

Do you charge a percentage of our ad spend?

No. A percentage fee rewards an agency for spending more of your money, which is the opposite of what you hired one for. We quote for the work: the platforms managed, the tracking complexity and the weekly management the accounts need. Your media budget goes straight to the platforms on your own billing, so you always see the real cost of media.

Who owns the ad accounts and the data?

Your company does, from day one. Ad accounts, business managers, billing profiles and analytics properties are created or transferred under your ownership, and we work inside them with granted access. If you change agency or bring the work in-house, your campaign history, audiences, exclusion lists and learning stay exactly where they are. Nothing has to be rebuilt from scratch.

Which platforms do you run, and how do you choose between them?

Search, social, shopping, display and marketplace advertising, chosen by where your buyers actually decide. Search suits demand that already exists and someone is typing. Social suits demand you have to create, and works harder on visual or consumer offers. Most businesses need a mix. We start with the platform closest to a buying decision, prove the economics there, then extend.

4 more questions

Our current agency reports good results but sales does not feel them. What is happening?

Usually the conversion count includes things that are not enquiries: repeat form submissions, brand searches that would have arrived anyway, or clicks recorded as conversions. Sometimes phone enquiries are untracked, so real results are invisible. The audit reconciles platform numbers against your CRM line by line. Whichever way it lands, you get one number both teams can work from.

How does this differ from your Google Ads or Meta advertising services?

Those pages cover running one platform well: its campaign types, its bidding, its creative formats. This service sits above them. It decides how much total budget paid media should get, how it splits across platforms, what an enquiry may cost, and how everything is measured and reconciled. If you run only one platform, start there. If you run several, this is where the money gets decided.

We have never advertised before. Where should we start?

With the economics, not the platform. We work out what an enquiry can cost given your margin and how many your team can handle, then start on the channel closest to an active buying decision, at a budget small enough to learn from and large enough to conclude. Tracking goes in before spending starts, so the first month teaches you something.

What happens if paid media turns out not to work for us?

We tell you, with the numbers behind it. Some offers cannot carry the cost of acquisition at their current price, and some categories are bid up beyond what a smaller business can justify. When the audit or the first testing period shows that, we say so and point you toward what would work better, whether that is organic visibility, channel partners or fixing the sales follow-up first.

Talk to us

Ask us to audit what last month's paid spend returned.

Start with the free audit. We look at your accounts, your tracking and your actual sales numbers, and tell you honestly whether paid media deserves your next rupee, and at what cost per enquiry it would have to work.

No obligation and no sales script
A reply from someone who does the work
Your details are never sold or shared

Get a free audit of how you sell, and a scored report of where the work is.

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