What if I told you it’s not the number of creatives you push out or even the advertising channel you use?
What if I told you I helped a client make half a million in sales just using one advertising channel and two creatives? You wouldn’t believe me, would you?
I sat across a Managing Partner at a multi million dollar law firm once. He told me something that stuck with me.
“It is not about the number of cases. It’s about how much you can charge per case.”
I sat across a managing partner at a multi-million dollar law firm once. He told me something that stuck with me.
“It’s not about the number of cases. It’s about how much you can charge per case.”
This is why our agency does not focus just on the technicalities of ad channels like Google or Meta but on solving the right problems before a single dollar is spent.
This is to ensure that the campaign is successful on the first try, is scalable, and brings in substantial revenue for your company.
‘It’s not about the number of cases, it’s about how much you can charge per case’. I remembered sitting across a top lawyer in a law firm who was already at the multiple million dollar revenue mark. However, he was always extremely busy with cases, always in court and barely had any time for business development.
First, as business owners, we have to define the problem we are solving for. This is the unique approach we take here.
Our team dives into the unit economics of your business, the time, labour cost taken to deliver a particular service and we’ll identify the right problem to solve for.
For example, a dental clinic only had $500 a month in budget, yet, they were splitting the budget between two to three services. They got nowhere at the end of the day. They may were misadvised by their marketing agency.
Here, we identify the exact problem we are solving for. You have X amount of budget, there needs to be Y number of leads, Z number of sign ups to get an ROI.
Feel like you’re getting unqualified leads that don’t respect your expertise or the value you can provide?
Then you may be messaging in a way that appeals to the WRONG target market.
The FIRST principle of any successful lead generation campaign is understanding who your ideal clients are.
This allows you to achieve ‘product market fit’. Yeah, buzzword alert!
Essentially, this exercise helps you target the right customers ready and excited to work with you.
They aren’t price hagglers but see the value in your service.
You don’t want to be selling to everybody, you want to only be selling to clients that pay you the most, and give you the least headache.
Yet, time and time again, it is shown that your customers aren’t what you think they are. Your customers are what they tell you they are. This means, you got to be listening… more than guessing.
I sit down with you and look through your existing service reviews, customer feedback, and any available data about your customers.
I gather this through surveys, customer interviews and outreach to existing customer databases.
This helps me create an educated guess of your ideal customer personas.
This can include characteristics such as age, gender, interests, income level, language they use and buying behaviour. Their goals, and pain points when enquiring or engaging you for your service.
Sales and marketing go hand in hand.
One cannot do without another. This is something that is hugely ignored by agencies and business owners.
Here, we help you install digital analytics and CRM systems so we can track and fully understand our performance.
We understand your sales process, how customers enquire, how you and/or your sales team pitch to them, and how you close.
Here we tie the entire marketing process together, from the ad, to landing pages, to follow ups on getting your leads to your WhatsApp or Gmail.
The goal here is simple. $1 in and $2 out. Trackable. Scalable.
This is why we take analytics seriously and all the tech implementation required to help you and/or your team follow up on enquiries in the shortest time possible.
Key 1) Why posting organic content on Instagram, working with influencers, or even SEO are not the best channels to generate cases for your legal practice. Contigo Law had barely 20 followers on Instagram and zero Facebook likes when we started.
Key 2) The exact step-by-step ‘over the shoulder’ case study of how I helped Contigo Law position their services to stand out in competitive industry, to craft Meta ads that convert and ensure they get an ROI on their ad spend through detailed tracking and analytics setup
Key 3) Why Meta Platforms is the best lead generation channel for service based businesses today, and three marketing offers/angles you can use today to help grow service based small medium business
| Lion City Digital | Generic Agencies | |
|---|---|---|
| Philosophy & Strategic Approach | Not a cookie cutter agency with bland solutions. We're invested in learning your industry's nuances and pain points. Every strategy is custom built for your specific business. | You feel like one of dozens. Same playbook applied to every industry. By the time they understand your business, months have passed. Your strategy looks like everyone else's in your space. |
| Campaign Strategy | Every campaign is built on a niche specific strategy. Content is industry specific, not templated. Your audience sees industry expertise, not commoditified positioning. Every piece of content positions your company's USP that differentiates you from your competitors. | You get stock photos that don't fit your brand. Templated copywriting recommendations that lacks no explanation nor data to back them up. Honestly, you could create better content yourself in an afternoon. |
| Practical Results vs Theory | We generate customers and sales, not vanity metrics. Every campaign is built to convert. Our agency is performance marketing oriented. You get campaigns that produce revenue from day one. | Their campaigns get likes and shares but no customers. They focus on "brand awareness" because they don't know how to drive conversions. You're paying for engagement that doesn't translate to your bottom line. |
| Budget Alignment & Scalability | We build campaigns that work on SME budgets. Whether you have $3k or $30k monthly, we advise and strategize accordingly. Our Founder grew his first business from a HDB bedroom and started with $4000 in the bank. | They pitch strategies designed for million dollar budgets, commonly by staff that only worked in MNC environments. They can't adapt high level tactics to work at your scale. |
| How We Work: Sprint Based & Performance Driven | No multi month lock ins. Stop anytime if results don't materialize. We're confident enough to stake our work on outcomes.. | They overpromise, advertise cheap prices to get you in the door, then once they have your payment, the performance isn't there. You're locked into months of commitment. Timelines slip constantlly. You wait weeks for deliverables that should take days. |
| Transparency & Accountability | You get direct access to the individual designing your campaigns. No account manager bottleneck. Every recommendation backed by analytics and hard data. We measure everything. No guesses, no "I think this worked." You see proof. | You can never reach the right person. Your questions get lost or dodged. Reports arrive but no one explains them. When you ask for data to support a recommendation, you get nothing. You feel like you're constantly chasing them instead of them serving you. |
| Collaborative on Strategy, Technical Excellence to Save You Time | Our team advises on on strategy, to get concurrence. Then we handle all the heavy lifting: technical execution, analytics and deployment. You get strategy with brand and creative collaboration. | You end up doing their job AND yours. You're managing the relationship, explaining your business repeatedly, redoing their produced creatives, and chasing for updates. It takes more energy managing them than it would to just do the work yourself. |
| Cultural Fit & Local Understanding | Led by local team leads that understand Singapore's market nuances, regulations, and business culture. | You're dealing with teams in different time zones who don't understand the local context. There's a lag in response time and not enough cultural context. |
There is nothing wrong with posting organic content on Instagram, TikTok or hiring out influencers, paying thousands for a single post in an attempt to get likes and leads.
I mean, I do post content too!
However, there is a time and place for posting content.
If you are hoping for content to go viral, get likes, and get reach in order to get leads, then it is not a sustainable strategy.
You are actually better off understanding the pain points and goals of your target market first.
Then… create ONE good piece of organic content that can BOTH be posted AND repurposed into an ad.
This will be much more effective than posting organic content as a lead generation strategy.
Posting content on social media is not a surefire way to get reach. You may get two likes and 20 views for each piece of content. Then all of a sudden, one piece does exceptionally well.
With no replicability.
Secondly, audiences that influencers built may not be the right fit for your niche.
For example, you may be a lawyer, but posting through an influencer who built their audience from entertaining day-to-day jokes and skits may not yield results.
There is no guarantee that the influencer’s audience is going to get you leads.
Yes, it may give you likes from the entertainment factor. However, it doesn’t reach the end goal of generating leads and positioning your business in a way that stands out in your industry.
On the other hand, with paid channels, you can ‘guarantee’ your desired message positions your service and distributes it to targeted audiences.
One beauty salon owner told me, “Last time before covid I could get 9x return on my Facebook ads. Today my cost per lead is through the roof! I would rather spend the money elsewhere.”
The platform did not change. What changed was that Meta ads used to be easy because it was new. Everyone could do it. Today, there is an actual skill element to it.
Most businesses focus on the ad. The creative. The copy. The targeting.
But the ad is only 20% of the equation.
The other 80% is what happens after someone clicks. Your landing page. Your offer. Your follow up. Your sales process.
Get that right and Meta becomes a money printing machine.
Get it wrong and you are just donating to Mark Zuckerberg.
Google advertising is highly targeted. When someone searches “family lawyer Singapore” or “dental implant cost”, they are already looking for a solution.
That is intent based marketing. They come to you. Not the other way around.
The downside? It can get expensive. Fast.
Some keywords in competitive industries cost $10 to $50 per click. If your landing page does not convert, you are burning cash.
With that being said, there are big businesses out there spending close to the cost of a two room HDB a month on Google Advertising alone.
They can do that because they know their numbers. They know exactly how much a lead costs. They know how much a signed client is worth. They have a system that converts.
Step 1: We Set Up Tracking
First, we install proper tracking. Google Tag Manager. Google Analytics. Meta Pixels. Google Ads Pixels and conversion tracking. This is how we measure baseline data and formulate a strategy on where to spend the budget. This happens before any ads run.
Step 2: Research Your Customers and Position Your Offer
Most businesses sell what they do. Not what customers want to buy. We do basic research on what your ideal client looks like. Their goals, frustrations and objections. Then we position your service as the obvious solution.
Step 3: We Sprint and Track Performance
We launch the ad campaigns and track leads generated, cost per lead and sales. Our team optimises and tweaks your campaign along the way. The numbers will be clear. No guessing.
Step 4: You Decide What Happens Next
Campaign working and you’re seeing a good ROI? You decide what’s next. Our team can handle media buying month to month. We continually tweak media buying and sales process optimisation. New media channels. New creatives. Strategy and advisory like a fractional CMO. Not working? We part ways. No retainer. No worries.
The Catch
We do not bundle everything into inflated packages or retainers. Strategy, content and media buying are different sprints. Why? Some businesses already have creative photos, graphics and video assets they can use or repurpose. Others need to build them. You pay for what you actually need.
This is why we also do not work with everyone. If you want an agency that nods along and never pushes back, that’s not us. After all, we are not retainer based. We are performance oriented.
‘Marcus’s business and marketing campaigns has returned my company a total of 3000% return on investment within the first month! Job well done!’
“Right now I’m in sunny California and all I wanted to say is if you’ve been having trouble trying to get new clients, new customers, and you’ve been struggling, I highly suggest having a look at what Marcus has to offer to help your business grow. Not even grow, explode. Just want to say thank you for all your help. If it wasn’t for you, I wouldn’t be standing right here.”
Growth Sprints
Invest in Brand Assets that You Only Truly Need, Then Go On a "Sprint"
Toggle each growth sprint based on what you may be lacking. Then get your estimated investment.
Fractional CMO strategy for one offer. End to end setup: analytics, tracking, landing page creative and technical implementations, to campaign launch. This is our kickstarter for any business looking to launch their first successful campaign that both brings in an ROI and is scalable.
From $1998
Not all businesses require creative sprints. If you have your own creatives and they're delivering results, then great! If not, we work with an internal team and external vendors to provide creative advisory and execution for ad videos, graphics, and brand assets, ensuring your entire campaign is aligned.
From $388 Per Ad Video/ $1088 for Batch of 3 Ad Videos
You need an expert to clean up your media buying structure? Or are you unsure of what you're doing with complex-looking ad dashboards? Then you may want to go on a sprint for paid ads management and optimization.
From $1088/month
Your Estimated Investment
$0
Select what you need above
Most agencies charge monthly retainers whether they deliver results or not. We don’t. Our pricing is performance oriented, with no lock in. You can walk away at any time.
In our “sprints” methodology, you only pay for what you actually need. Already have GA4 tracking? We won’t charge you for it.
I’d say give or take 45 days, assuming you’re quick to follow our customer research process and provide the inputs we need as an agency. In my experience, great campaigns on Meta do not require much time to learn and usually perform well from the start.
We have unique offerings in the legal industry, due to specific constraints when it comes to the legal market. However, the first principles of lead generation work across all industries, as long as you are in a service business.