Websites · Paid Ads · Appointment Setting · Melbourne
Want more leads. Faster follow-ups. And booked jobs?
We sharpen your offer, build the site that sells it, run the ads that fill it, and call every hot lead inside five minutes — day or night. So the job goes to you instead of whoever picked up first.
- Melbourne based
- Everything built in-house
- No lock-in contracts
The deal
You don't pay us
until we've proved it.
See the whole thing before you spend a cent.
We build the entire site first. Around day five it's finished, hosted and open on your phone — the real thing, not a mockup. Only then does the $1,249 fall due — and it covers the whole system going live, not a website. Don't like it? You've paid nothing and you owe nothing.
The monthly doesn't start until the phone does.
Your $479/mo begins the day we hand you a real, contactable enquiry in your service area — not the day you sign. Until that happens we're working for nothing. That's our money on the line, not yours.
Both of those are in writing before you sign anything. No lock-in either — leave whenever you like, and take your site, your domain and your customer data with you.
Book A CallWhere the work goes
Three places your jobs
quietly disappear.
Most service businesses aren't short on effort. They're short on a system. Every one of these is fixable — and none of them are your fault.
You're either not advertising, or you are and nobody can tell you what it's actually producing. "We spent two grand and got some calls" isn't tracking — it's guessing. Without conversion tracking wired to real bookings, you can't tell a good campaign from a bad one, so you either overspend on the wrong thing or switch it off entirely.
You're on a job, under a house, up a ladder, or driving. The enquiry comes in at 2pm and you see it at 7pm. By then they've called three other people and booked whoever answered. It's not a lack of effort — you physically can't be on the tools and on the phone at once. That's the whole reason the appointment setter exists.
Quotes, invoices, follow-ups, chasing payment, digging through photos to find the one you need. Hours a week that nobody pays you for, done at the kitchen table after a full day. Every enquiry that comes through us lands in one place, already sorted, with the admin handled around it.
Every one of these is a system problem, not an effort problem.
How it works
One system.
Four moving parts.
The page, the ads, the CRM and the setter aren't four products bolted together after the fact. They're one machine, built and run in one place — which is the entire reason nothing falls between them. The CRM's big enough that it got its own page.
Your website has one job.
Book the job.
Someone decides whether to trust you in about three seconds, usually standing in a driveway on a cracked phone screen. Your page has to answer what do you do, are you any good, and how fast can you get here before their thumb moves — and then it has to ask for the booking properly. Most trade websites are a brochure with a phone number on it. This isn't that.
What's actually built into it
- A booking form that asks properly — what they need, how urgent it is, where they are. Not a naked "name, email, message" box
- Urgency capture — "my hot water's dead" and "just getting a price for next year" stop looking identical in your inbox
- Suburb and postcode capture — you stop driving forty minutes to a job that was never worth it
- Built for one thumb — no pinching, no zooming, with call and text buttons that follow them down the page
- A/B tested every month — headlines, buttons, question order. The page you have in November beats the one you launched
- Any change, one business day — new price, new service, new photo. You text it through, it's live tomorrow
Traffic that's tracked
to the dollar.
Anyone can spend your money on ads. The only thing that matters is whether the machine on the other end learns from it. Most campaigns run half-blind — the data never makes it back, so the algorithm keeps confidently buying the wrong people with your budget, month after month.
The tracking, in plain English
An ad click is meant to leave a trail: click → page → enquiry → booked job. On a normal setup that trail snaps in the middle — ad blockers, iOS updates and cookie expiry quietly delete it, so Google and Meta never find out which ads actually produced work. Because we build and host your site, we send those events server-side where nothing can block them. That's why your cost per lead falls the longer it runs instead of drifting up.
What's included
- Server-side tracking — the big one. Conversions fired from our server, where no ad blocker or iOS update can delete them
- Booked jobs fed back to the platforms — so they hunt for more people like your actual customers, not more form fills
- Message match — we write the ad and the page it lands on. The promise they clicked is the promise they read
- Negative keyword sculpting — you stop paying for "free", "DIY" and people looking for a job
- Radius and suburb targeting — your van, your area, your money. Nothing spent on someone an hour away
- Fresh creative monthly — new hooks written for your suburb and swapped in before the current ones fatigue
Someone answers.
Every single time.
The business that calls back first wins the job far more often than the business that's best at the job. Your competition isn't better than you — they were just closer to the phone. This closes that gap permanently, and it doesn't sleep, take lunch, or knock off at five.
How it actually behaves on the phone
It's a voice agent trained on your business, your prices and your service area, and it rings a hot lead within five minutes of the form landing — two in the morning on a Sunday included. It answers faster than most people on a hands-free kit, so there's never the dead pause that makes someone hang up.
What it does on every call
- Calls back inside five minutes, 24/7 — including the 11pm emergency your competitor only hears about tomorrow morning
- Sounds like a person — handles interruptions, accents, tangents, and the bloke who answers with "yeah, mate?"
- Optional voice cloning — hand over a short recording and every call goes out sounding like you
- Locks in the details — name, number, address and what they need, before they've thought about ringing anyone else
- Books straight into your calendar — only in the slots you allow. You stay in control
- Hands you a written brief — what they're worried about, what they care about, who makes the final call. Not a lead, a briefing
Half the admin.
All of it handled.
Quotes from the driveway, invoices that take card payments and mark themselves paid, money chased politely on schedule, customer texts and every call written up before you've looked at your phone. Big enough that it got its own page.
See it properly
Before any of it
We fix the offer
first.
Nearly everyone in your trade sells the same thing, in the same words, for roughly the same money — which leaves the customer choosing on price, because you've given them nothing else to choose on. You cannot out-advertise that. So before a single page gets built, we work out what genuinely makes you the obvious call in your suburb, sharpen it into an offer people actually want, and then make sure every ad, every page and every phone call says it the same way.
Proof
One review,
not a wall of logos.
Criterion is early, and we’re not going to dress that up with stock photos of a team that doesn’t exist. Here’s what the first one wrote, word for word.
“The experience i had with this company has been wonderful they were quick to respond and kept me updated throughout the whole process. It was all clearly laid out which made it easy and hassle-free. I am very pleased with the outcome and would highly recommend them to other tradies.”Amara · ★★★★★ Google review · August 2026
What it costs everywhere else
Buy this in pieces
and here's the bill.
Typical Australian market rates for each service bought individually — not a quote from any particular agency. Ad spend is separate either way, and paid direct to Google and Meta.
Pricing
One price.
Zero guesswork.
No tiers to compare, no add-ons to chase, no upsell call three months in. Offer, copy, site, ads, tracking, the CRM, your text number and the follow-up — one system, managed end to end, priced the same whether you're our first client or our fiftieth.
Price locked for 12 months in writing. Ad spend goes direct to Google and Meta, never through us. And about 45 minutes of your time is all the whole setup asks for.
The Criterion System
one-off, due when the system goes live · then $479/mo + ad spend
What the one-off covers: your offer rewritten to beat everyone else in your trade, a site hand-coded to book jobs, server-side tracking wired so no ad data is lost and no spend is wasted, and your CRM, your own text number and your appointment setter standing up and connected to your calendar, your email and your accounting.
- Any change to your site live within one business day
- Offer sharpened first, then a hand-coded site built to book jobs
- Google + Meta ads managed and tracked server-side to the dollar
- Smart CRM — quotes, invoices, card payments, scheduling and scored leads, from your phone
- Appointment setter — every hot lead called in five minutes, 24/7
- $200 of texts and setter minutes included every month, and it never cuts off
The process
From first call
to first lead.
No mystery phases, no "discovery sprint", no six-week timeline where nothing visible happens. Here's the actual calendar, from the day you call to the day qualified leads are landing in your pocket.
Free audit & offer session
We go through your online presence and your follow-up exactly the way one of your customers would, show you where enquiries are leaking, and we sharpen the offer you're taking to market. No charge, no obligation.
You're set up and onboarded
Your CRM and client portal are live within minutes of signing — logins, your business, your job pipeline, all standing up automatically. No setup call, no waiting on us.
You fill in your details
Two short checklists. In the CRM: your services and pricing, service areas, opening hours, and how you want leads handled. In the client portal: licence and insurance details, job photos, logo, and your review links. Fifteen minutes from your phone on the couch. This is the only real homework there is — everything after it is on us.
Your site draft is live
Not a mockup, not a slide — real code you can open on your phone, with the booking flow already working. Most agencies are still scheduling the kickoff meeting at this point.
Site signed off, tracking on
Copy approved, site fully built and hosted, pixel and server-side tracking installed and validated. This is also the first point you pay anything — you've seen the finished thing before the one-off falls due.
Setter on, ad funnel live
Your appointment setter goes live on your own number, briefed on your trade, your areas and your prices — so every enquiry gets called back inside five minutes, day or night. Google and Meta campaigns launch the same day with creative written for your market. One week from that first call, the whole machine is running.
Training done, leads landing
The campaigns have learned who actually books. Real qualified enquiries come through — scored, sorted, and already called back within five minutes of landing.
"We don't disappear after launch. We stay until your schedule's full."
What happens every month after that Weekly reporting, daily ad tuning, fresh creative, hosting, changes done in a day, a monthly strategy call, and one person to ring. Nine things — tap for the detail.
Spend, leads, cost-per-lead and booked jobs, emailed weekly. One page, plain English.
Bids, budgets, audiences and negative keywords adjusted daily as the numbers move.
New ads written and swapped in monthly, before the current ones tire and your costs climb.
We host it, back it up and keep it secure. Uptime is our problem.
New price, new service, new photo, a line you don't like — text it through and it's live within one business day. No quote, no ticket.
Thirty minutes a month on what's working, what's next, and whether the offer needs sharpening.
The page keeps getting A/B tested after launch, so month six beats day one.
The CRM is built and owned here, not licensed, so it gets better every month at no extra cost — and your good ideas go on the roadmap and get built in order.
Same number, same person, same day. No queue, no account manager rotation.
Fair questions
Everything you're
about to ask.
The eight we get asked most What counts as a lead, what you’ll spend on ads, who owns the site, what happens to the website you already have, and how to leave. Eight of them — tap to open.
A form submission from a real, contactable person inside your service area. Not a bot, not someone in another state, not a wrong number. If it isn't that, it doesn't count and your monthly fee doesn't start. We put that definition in writing before you sign anything.
Ad spend is separate from our fee and paid direct to Google and Meta, so you're never wondering what we clipped. What you should spend depends on your job values and your area — that's one of the things we work out on the first call. We'll give you a realistic number instead of a hopeful one.
Then this probably isn't urgent for you, and we'll say so on the call. Where it does help is when you're busy but the work isn't the work you want — we can point campaigns at higher-margin jobs so you're replacing the cheap stuff rather than just adding to the pile.
Yes. It's your domain, your content and your site. Hosting is managed by us while you're a client, and if you leave you take the site with you.
Most of the time we replace it. A site built to be looked at and a site built to book a job are two different things, and the second one is what the ads need on the other end of the click. If yours is genuinely converting we'll tell you that on the call and build the booking page alongside it instead of throwing away something that works. Either way the domain stays yours.
Your first site draft lands on day three, once you've filled in your details on day two. The site's signed off with tracking live around day five, and on day seven your appointment setter switches on and the ad funnel goes live. The campaign usually finishes its learning period around the three-week mark — which is when qualified enquiries start landing consistently. We won't promise you a number on day one, though. Anyone who does is guessing.
You leave. There's no lock-in period and no exit fee. We'd rather earn the renewal each month than trap someone who isn't getting value.
Yes — Melbourne based and Melbourne run, with an Australian ABN and a local number. No offshore team, no overnight handover, no one guessing what a Preston customer sounds like.
Book a call
Ready to
get busier?
Book a call and we'll go through your business the way one of your customers would — where the enquiries are leaking, what your offer is really saying about you, and what a month of properly-run traffic could realistically look like in your suburb.
Fifteen minutes. No slide deck, no pressure, and no pretending you need us if you don't.
- Phone
- 0481 569 453
- Location
- Melbourne VIC
- Hours
- Mon – Fri · 9am – 6pm AEST
- Response
- Within one business day
- Nothing gets signed today. It's a conversation about your business. Fifteen minutes and you'll know whether it's worth doing.
- You’ll get a straight answer. If the numbers in your trade don’t stack up, or you’re better off spending the money elsewhere, we’ll say so on the call.
This form goes straight to us — not a queue, not an inbox nobody checks.