Both are worked on at once and reported separately. We run the strategy, write, build the campaigns and measure. The Google Ads account, the Meta Business Manager and the pixel are in your name from day one: if you change agency tomorrow, you take the whole history with you.
Each channel with its source. Not a loose total.
Almost every month-end argument comes from here. We put it in writing before we start, and not in the small print.
| Management fee | Ad spend | |
|---|---|---|
| What it is | Our work: strategy, campaign build, copy, creatives, monitoring and reporting. | The money Google, Meta or TikTok charge you to show your ads. |
| Who gets paid | To Búho, invoiced to your tax ID. | Straight to the platform, on your company's card. It does not pass through us. |
| Who enters the card | — | You do. The card is registered in your ad account and the charge appears in your name. |
| If you raise the budget | It stays the same as long as the scope does. If more channels come in, we talk it through first. | Raise it by whatever you decide that month. You can pause it on a Tuesday and resume on Thursday. |
| Document | Búho's electronic invoicing. | The platform issues the invoice. You download it from the panel. |
| If you stop working with us | It stops the month you say so. | Your account and your campaign history stay put. The only thing removed is our access. |
None of them starts with "I want digital marketing". If you recognise yours, we already know where the diagnosis begins.
It is the most common case. Almost always the same thing has happened: one campaign mixing search and display, with no conversion declared, no exclusion of existing customers, and a WhatsApp button nobody tagged as an event. You see movement, you do not see where the sale came from.
It can be improved. It takes months and depends on who you are competing against. Nobody serious signs up to weeks.
The ads work and the sale still falls through, because the message reached a phone at nine at night. Before adding another penny to the budget, we fix who answers and how quickly.
Without a calendar no measurement is possible. The whole month is built, approved and scheduled.
It happens often. If the account is in their name, the history stays with them.
That is worked on too. It is called structured content and it comes further down.
There the problem is not the ads: it is the checkout, the shipping cost that appears at the end, or a product page with no photos. That is CRO and it is measured with session recordings, not with opinions.
There is no fixed package that suits a hardware shop and a clinic at the same time. Tap a button and see what each line includes.
The diagnosis is the first deliverable and is done once. It produces a document with what already works, what has to be fixed and in what order. If it turns out your site is not ready to receive ad traffic, we tell you there, not in month three.
If the diagnosis concludes that you first need rebuilding the site, that conversation goes elsewhere and is quoted separately.
SEO does not show in month one. What does show in month one is the work: pages fixed, content published and errors closed in Search Console. That progress goes in the report even if the ranking has not moved yet.
The curve looks like that in almost every trade. If anyone promises you first place in four weeks, they are buying the keyword through Ads and calling it SEO.
More and more people ask "who sells this in Lima?" to an assistant instead of typing it into Google. Those models read pages that declare clearly what they are. It is markup and content work, and it is done on your site.
It is a new line and it should be said plainly: nobody controls what a model answers. What can be controlled is that your information is published in a way it can read and cite.
It is the channel where the intent already exists: someone typed "forklift repair Lima" at seven in the morning. You pay per click and measure per lead, not per impression.
You set the daily budget in the panel and see it in real time. We propose how it is split across campaigns.
Here nobody is looking for you: the interruption has to be a good one. In Peru the best-performing campaign is usually the one that opens WhatsApp straight away, because the customer would rather write than fill in a form.
Since browsers began blocking third-party cookies, the pixel alone no longer sees everything. The API sends the event from your server, so the campaign keeps learning from whoever actually bought.
If you sell to consumers and have something that looks good on video, it works and comes out cheaper than Meta. If you sell industrial machinery to three companies in the country, we will advise against it.
If the answer to two of the three is no, that budget goes further on search.
The month is planned before it starts. You review it on one sheet, comment on it, and only then is it produced. Nothing is published without your sign-off.
Do you have an in-house community manager? Perfect: we hand them the calendar and the creatives, and they post.
Your customers' email addresses from the last three years are worth more than any new audience. They get cleaned, segmented and written to with something useful.
If your email goes out from our hosting or from Workspace, the technical side is already solved.
Raising the budget is the expensive way out. The cheap one is fixing the page they land on. A nine-field form and a shipping cost that only appears at the last step lose more sales than any competitor does.
An example funnel, with sample data. Yours comes out of the diagnosis and is measured every month.
We work as guest users inside your accounts. Never the other way round. It is the difference between changing agency and starting from scratch, because the campaigns' learning and the saved audiences cannot be exported: they live in the account.
If you are coming from an agency that registered everything in its own name, the first job is recovering what can be recovered and building what cannot. That is part of the diagnosis too.
None of these dates is decoration. If halfway through the curve does not look like this, we discuss it in the monthly meeting and change the plan.
| Line | First move | Normal pace | What holds it up |
|---|---|---|---|
| Google Ads | day 1 | Traffic from the moment the ad is approved. Cost per lead settles around the fourth week. | Account verification and ads under review. |
| Meta and TikTok Ads | day 1 to 3 | The campaign has to leave the learning phase before the cost comes down. | A badly installed pixel or an unverified ad account. |
| SEO | 3 to 6 months | The first movements in ranking show in month three. Sustained traffic, from month six onwards. | A slow site, with no new content or with a botched migration. |
| AI search engines | 2 to 4 months | It depends on the model crawling your site again. There is no button to hurry it along. | Contradictory information between your site and your listings. |
| Social and content | month 1 | The calendar starts on the 1st. A community grows slowly, not in weeks. | Approvals that arrive late. |
| Email marketing | week 2 | The first send once the list is clean and the domain authenticated. | An old list with plenty of bounces. |
| CRO | month 2 | First you have to gather enough sessions to know where the sale falls through. | Too little traffic: with no visits there is no valid test. |
Everything below is installed, tested and documented in the first month. After that it is reviewed, not rebuilt.
Installed with properly named events: WhatsApp click, form submission, call, catalogue download and purchase. Without that, GA4 only counts visits.
Tags in your containerVerified, with the sitemap submitted and coverage errors reviewed every month.
Real queries and real rankingsBoth, not one. The pixel in the browser and the API from the server, so the campaign keeps seeing the conversions the browser blocks.
Meta · Instagram · WhatsAppPixel, events and catalogue if you sell online.
An account in your nameFor what is sold to companies: targeting by job title, industry and size. The click costs more and sometimes it is worth it.
B2BA dashboard with your logo, open all month, bringing Ads, Meta, GA4 and Search Console together on one screen.
Live, not a screenshotThe verified number, with automatic out-of-hours replies and the message preloaded to match the ad they came from.
With WayaThe lead coming in from an ad lands in Waya's shared inbox, it is assigned to a salesperson and keeps a history. It stops living on one person's phone.
Assignment and trackingIf the sale closes in your shop, Fastura issues the document to SUNAT without anyone retyping the data.
Your own product
It arrives within the first five business days of the month, with a half-hour meeting to go through it. No slides of "reach" and "engagement" without context. What gets answered is: how much came in, where it came from, what each lead cost and what happens next month.
One point of contact from start to finish, with a name and a mobile. Not an email chain across three different accounts.
Half an hour. What you sell, what a customer is worth to you, who handles the messages and what you have tried before. That is where we find out whether this makes sense.
Within 48 hours: which lines are in, what is delivered each month, what we need from you and how the result will be measured. The fee and the ad spend on separate lines.
The first two weeks go on reviewing, measuring and getting everything connected. It is the part nobody sees and the one that stops month three being guesswork.
Ads live, calendar approved and content going out. From that day you go into your panel whenever you like and see the day's spend.
A report, half an hour of meeting and next month's plan agreed there and then. If something did not work, it is said and it is changed.
Not much, but without it we do not start. It is what delays a campaign launch most.
"If twenty enquiries come in tomorrow, who answers them?" If the answer is "the owner, when he can", we start there rather than with the ads. Bringing in enquiries nobody handles is the most expensive way to burn a budget.
That is why the shared inbox and the automatic replies come into the conversation from day one, not as a month-six extra.
A "+340% in sales" with no context says nothing and anyone can write it. In the meantime, these are the account types we are asked for most.
Shopping, a Meta catalogue and cart recovery by email.
Search by speciality, a Google profile per location and appointments to WhatsApp.
Emergencies searched for on Google at any hour. A direct call from the ad.
Long-tail search, LinkedIn and email to your own list.
We send you which lines we propose, what is delivered each month and how it is measured. The fee and the ad spend on separate lines from the first page.
This is enough for us to put together a serious proposal.
