Modus has nearly 20 years of installations, recognised credentials and an established paid-search presence. I looked at what could help that existing investment generate and demonstrate more valuable projects, starting with a tracking detail on your own website.
On the Modus website, I found links between your own pages with campaign tracking parameters pointing to ChatGPT. That is worth investigating before using analytics to judge the return from advertising.
Internal links on the London and cinema pages include a source parameter typically used to identify where a visitor came from. Internal journeys shouldn't need that label.
?utm_source=chatgpt.comExample locations: London page and Cinema Systems page.
Depending on how analytics is configured, internal campaign tags may confuse source reporting. That could make it harder to connect enquiries and won projects to the advertising that influenced them.
What we can establish: the tagged links are visible. What we cannot establish externally: the scale of any reporting distortion or whether paid conversions are affected. That requires an analytics review.
In the Google ad previews reviewed, smart lighting and cinema headlines repeat broad service language, while recognised credentials, the Kent showroom and Modus's history are largely absent.
These are creative previews, not a complete view of every campaign or search term.
For a premium home cinema or integrated-home project, seeing and experiencing the work matters. I would test showroom visits and project-specific calls to action more prominently in search ads and landing pages.
The site already has dedicated enquiry routes for showroom visits, home cinema and golf simulator projects.
This isn't a proposal to throw away your existing advertising. It's a practical order of operations to make the current investment easier to measure, qualify and optimise.
Review the internal tracking tags, test calls and forms, and tie won project outcomes back to the original enquiry wherever possible.
Review search terms, qualification signals and geography. Filter low-value installation searches and prioritise the project categories that justify their acquisition cost.
Test CEDIA, Control4 Gold, project imagery and showroom messaging. Expand into golf simulators or visual retargeting only where demand and economics support it.
Search is the starting point because existing activity is visible. Meta or other visual media could support consideration later, rather than automatically receiving launch budget.
This models the additional projects that better enquiry and close rates could produce, rather than taking credit for the projects your current advertising already generates. The existing advertising budget is assumed, not known.
At the assumed £5 average click cost, £1,500 per month produces approximately 3,600 annual clicks. We use 2.5% enquiry conversion and 8% enquiry-to-project closing as the starting baseline. The scenarios test whether improving those rates creates sufficient incremental project gross profit to cover our fees.
These inputs are illustrative, not audited Modus figures. They are held constant here to keep the model simple. This analysis does not assume any reduction in media spend or click costs.
Extra gross profit from additional projects, less ThinkingMan's proposed base and incremental success fees. The existing ad budget is unchanged in both cases.
Realistic illustration: improved enquiry conversion and win rate with no increase to the assumed existing ad budget.
| Case | Enquiry rate | Win rate | Extra projects | Extra gross profit | Net after proposed fees |
|---|
Illustrative expected values can show fractional projects; real projects are whole. The model compares each scenario with the same baseline and assumes no additional media spend. It is not an earnings guarantee, and it does not deduct existing advertising costs a second time because those are present in both the baseline and improvement cases.
Rather than recommend a new budget based on guesses, we would first check what your Google Ads and analytics data actually show, then put the findings in writing.
Assess internal campaign tags, enquiry forms and call tracking, and whether reports represent the customer journey accurately.
Find searches attracting the wrong kind of enquiry and identify where spend can be better qualified.
Review project categories, search locations, ad messages, assets and use of the showroom proposition.
Compare enquiries with completed jobs so we can replace the model's conversion and margin assumptions with real figures.
Scope: read-only Google Ads and GA4 access, plus a rough count of Google-originated projects won in the last year. Written findings targeted within 10 working days of receiving access and the relevant information. No obligation to proceed.
We work backwards from profit rather than clicks: what a completed project is worth, what it can afford to cost to acquire, and which advertising decisions follow from that. I personally handle the marketing science, strategy and account.
plus £500 per additional completed project attributed to our activity, with the success-fee terms agreed before any work begins.
Advertising spend is separate and paid directly to the platforms. Fees shown are proposed placeholders until the initial review confirms the scope and tracking.
If this is useful, the first conversation would be about your actual advertising spend, enquiry quality, typical project value and which categories you want more of. That tells us whether there's a genuine commercial opportunity.