Positioning and messaging
The strategy layer that sets priorities before anyone opens an ad account. Most underperforming campaigns are a messaging problem wearing a media costume.
Mercury · Brand & Grow
Turn attention into pipeline
Performance, content, search and lifecycle run as one system, measured against the number that decides whether growth is worth it.
Traffic is not the goal, and channels that ignore each other reset your progress monthly
Marketing that chases volume burns budget beautifully. Ads that send people to a page nobody optimised, content that ranks for terms no buyer searches, an email list nobody has segmented since launch — each one works in isolation and adds up to nothing.
Meanwhile the discovery layer is moving. Buyers increasingly ask an AI assistant instead of scrolling results, and EMARKETER forecasts that roughly 31.3% of the US population will use generative AI search in 2026. Being findable now means being citable, not just ranked.
What we do
Performance marketing
Paid search and paid social with structured creative testing, landing pages built for the ad that sent the click, and CRO — all reported against CAC and payback period rather than impressions.
SEO, AEO and GEO
Being found by people who search, and cited by the engines they increasingly ask instead — ChatGPT, Perplexity, Google AI Overviews. Technical SEO, topic clusters, entity clarity and content built to be quoted.
Content
Editorial and product content matched to real search and buying intent, published on a cadence you can sustain after we leave.
Lifecycle and CRM
Email, onboarding, nurture and retention flows — the part that makes growth compound instead of restarting every month with new spend.
Analytics
Clean event tracking and dashboards across GA4, the ad platforms and your CRM, so an argument about performance can be settled with data.
What you get
- A growth diagnosis in the first weeks — the constraint, named
- A prioritised experiment backlog with expected impact
- Campaigns live, with creative and landing pages built to test
- Technical SEO and an AI-search visibility plan
- Lifecycle flows mapped and running
- Dashboards you can read without us in the room
- A monthly written review: what ran, what moved, what is next
How the work runs
- 01
Discover
Diagnose the actual constraint — traffic, conversion, retention or margin. Most teams are optimising the wrong one.
- 02
Accelerate
Prioritise experiments with ICE or RICE and ship the first wave fast enough to learn something.
- 03
Refine
Kill what lost, understand why, and rebuild the winners into repeatable channels.
- 04
Elevate
Scale what works, hand over the operating system, and keep the reporting honest.
Where we work
- Paid
- Google Ads Meta LinkedIn TikTok
- Search
- Technical SEO Topic clusters AEO / GEO Schema & entities
- Lifecycle
- Email & automation CRM Onboarding flows Retention
- Measurement
- GA4 Server-side tracking Attribution Dashboards
Numbers we move
- CAC and payback period
- Qualified pipeline, not raw leads
- Conversion rate across the funnel
- Share of visibility in AI answers and organic search
- Retention and repeat rate
Frequently Asked Questions
Do you take over our ad accounts?
We work inside your accounts, not ours. You keep ownership of the data and the history, which matters a great deal on the day you change supplier.
What is AEO and GEO, and does it matter yet?
Optimising to be cited by AI answer engines rather than only ranked in blue links. It matters now in categories where buyers research before contacting anyone — which is most B2B and most considered purchases.
How soon do we see results?
Paid tests produce signal in weeks. Search and lifecycle compound over months. We report both honestly rather than showing you whichever chart happens to be up.
Tell us about your growth
Send us what you are spending, what you are getting, and what you think the problem is. We will tell you if we agree.