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
- One client per trade, per area
- 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 three it's finished, hosted and open on your phone — the real thing, not a mockup. Only then does the $1,149 fall due. Don't like it? You've paid nothing and you owe nothing.
The monthly doesn't start until the phone does.
Your $419/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.
About Criterion
A marketing agency
that answers to booked jobs.
Plenty of agencies will sell you awareness, impressions, reach and a nice-looking brand — none of which anybody has ever paid an invoice with. Criterion is a marketing and lead generation agency in Melbourne, and every single thing we build points at one outcome: booked work in your calendar, and the maximum possible amount of your time spent doing the thing you're actually good at.
That's the filter we run every decision through. If it doesn't put more jobs in front of you or take work off your plate, we don't build it. Most agencies sell you a website, then quote separately for ads, then again for automation, and leave you to make the three of them talk to each other — which quietly becomes your job to manage. We build one system instead. We sharpen the offer first, write the site to sell it, track the ads against real bookings, and score and call every enquiry before it has a chance to go cold. You stay on the tools. We handle the rest.
Fully accountable
Every dollar of ad spend tracked end to end. No guessing where a lead came from, and no invoice you can't reconcile.
Quality over quantity
You get enquiries worth calling, not a pile of tyre-kickers to sift through on a Sunday night.
Your offer, sharpened
We work out what makes you the obvious choice in your suburb, then build the whole system around saying it clearly.
Words that actually sell
Conversion copywriters, not filler text. The same trade, described properly, converts at multiples of the version that isn't.
No vanity metrics
We answer to cost-per-lead and booked jobs. Impressions and reach don't put anything in your bank account.
We know this market
Melbourne, born and run. No offshore team guessing at how your customers talk or what they want.
Every hour we take off your plate is an hour back on the tools. That's the entire point.
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 in one place, by one team — which is the entire reason nothing falls between them.
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
- Unlimited changes — new price, new service, new photo. You text us, it's done. No ticket, no quote
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
Half the admin.
All of it handled.
The work that doesn't pay you is the work that eats your nights. Quotes at the kitchen table. Invoices on Sunday. Chasing money you already earned. Scrolling back through four thousand photos to find the one from the job in March. The smart CRM puts every piece of that in one place and does most of it for you — businesses running it typically cut their admin time by around half.
What it does for you
- Every enquiry in one place — scored and sorted, instead of scattered across a text thread, two voicemails and a Facebook message
- A file for every customer — quotes, invoices, job photos, notes, call recordings and warranties, all against the one name
- Quotes out in minutes — from your own price list, sent before you've left the driveway
- Invoicing and payment chasing on autopilot — sent the moment the job's done, chased on schedule, so you're never the bad guy
- Quote follow-ups that run themselves — the ones that went quiet get chased. That's usually the easiest money in the business
- Every job tied to the ad that made it — so you know which work is worth chasing and which just feels busy
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
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.
Positioning
We find the angle only you can honestly claim — the guarantee, the response time, the speciality, the thing you already do that you've never thought to mention — and build the entire system around it.
Presentation
Real photos, real reviews, licences and insurance laid out properly, so you read as the established operator rather than the cheapest quote in the inbox.
The words
Conversion copywriters write every headline, ad and form question. Same business, same price, same trade — several times the response. Words are the cheapest lever you own.
Proof
One sparky.
Three months.
The whole system running on one business — what he had before, what we changed, and what it did. One client, one period, no cherry-picking.
Electrician, east Melbourne
Client since May 2026Before
A template website that didn’t say what made him worth calling, and wasn’t bringing much in. What did come through was a mix of word of mouth and web enquiries — and most of the web ones were tyre-kickers. Follow-up took him two to four hours, because he was on the tools when they landed.
What we changed
Sharpened the offer, then rebuilt the site around it with proper conversion copy. Put him on our CRM so the quoting and invoicing stopped eating his evenings. Pointed Meta ads at his area. Then set the appointment setter to ring every high-scoring lead the moment the form landed — before they had a chance to go cold.
How fast a new enquiry got a call back
Drawn to scale — 240 minutes against 5. He was on the tools when the enquiries landed, so they sat until he stopped. Now the setter rings them while they’re still on his page.
The change he actually noticed was the admin. Invoices send themselves when a job’s marked done, payment chasing runs on schedule, and quotes go out from his phone before he’s left the driveway.
“I was finally able to get back to the pub on Friday nights.”Owner · electrical contractor, east Melbourne
Results vary by trade, area and ad spend. These are one client’s numbers over a defined period, not a promise of what yours will be.
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, CRM and follow-up — one system, managed end to end, priced the same whether you're our first client or our fiftieth.
Ad spend separate
You always see exactly what goes to Google and Meta versus what comes to us. Nothing hidden inside the number.
Price locked 12 months
Founding-client pricing doesn't move while you stay. Guaranteed in writing, not just said on a call.
No lock-in
We earn the renewal every month on results, not with a contract you can't get out of.
Everything managed
Site, ads, tracking and follow-up. One system, one point of contact, one invoice.
45 minutes of your time
One call, a folder of photos, one approval. That's your entire involvement — you don't project-manage us, and you don't lose a day to it.
The Criterion System
build, due when your site goes live · then $419/mo + ad spend
- Exclusivity — one client per trade, per service area
- Offer positioning and copywriting done before anything is built
- Hand-coded website with a multi-question booking flow
- Google Ads + Meta Ads, managed, tested and tracked end to end
- Pixel and server-side tracking, set up and validated
- Smart CRM — client files, invoicing, job logs and lead scoring
- Appointment setter — hot leads called in five minutes, 24/7
- Managed hosting and unlimited site changes
- Weekly performance reports and a monthly strategy call
One patch, one client
We won't run ads
for your competitor.
Most agencies will happily sign four plumbers in the same postcode — bidding those four against each other with their own clients' money, splitting one pool of leads four ways, and charging every one of them for the privilege. We don't work like that. One client per trade, per service area. When your patch is taken, the next business that rings us gets told no.
That's a hard limit on how much work we can take on, which is exactly why it's worth something. If you're weighing this up, it's worth finding out whether your area is still open before you plan around it.
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
I 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.
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 finished, tracking on
Copy signed off, 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 build fee falls due.
Ad funnel built and live
Google and Meta campaigns launch with creative written for your market. The algorithm starts training on real conversion data — this is the part where patience pays.
Training done, leads landing
The campaign has learned who actually books. Real qualified enquiries come through, scored, sorted and already called back within five minutes.
"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, unlimited changes, 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 us, it's done. 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.
We're always building. Ask for a feature and we'll add it.
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 “one client per area” really means, 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.
It means we won't take on a business that competes with you inside the service area you nominate. You set those boundaries on the first call and we put them in writing. Trades that don't compete — an electrician and a plumber in the same suburb, say — can both be clients, because they're never chasing the same job. If you leave, the area opens back up for someone else.
Your first site draft is inside 24 hours. The site's finished and tracking is live around day three, the ad funnel goes live around day seven, and 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.
- Your area may already be taken. One business per trade per service area — worth finding out before you plan around it.
One person reads this form, and it's me. It comes straight to my phone.