I looked at how people around Bromley, Orpington, Chislehurst and Sevenoaks search for the services AV Innovation already provides. The opportunity is not simply to “run Google Ads”. It is to decide which projects are worth buying demand for first, what each one can afford to cost, and how far the economics can sensibly scale.
AV Innovation already covers high-value, considered projects: home cinema, whole-home automation, multi-room AV, lighting, security and networking. The supplied search research found competitors paying for visibility around the same services and catchment.
Competes on the same premium smart-home and cinema proposition, with strong commercial-intent calls to action.
Explicitly targets the same South London and Kent catchment and overlapping Control4 / integrated-home demand.
Search visibility changes by user, auction, device and time. The point is not that AV Innovation is “invisible”; it is that paid competitors can insert themselves above otherwise strong organic visibility at the moment of active consideration.
The first job is to create a hierarchy based on intent, competition and project economics. Supporting services such as Wi-Fi, lighting, CCTV and multi-room audio can increase project value, but do not all need separate acquisition campaigns on day one.
Direct product-led demand gives us a cleaner signal than very broad “smart home” searches. It is a sensible place to prove enquiry quality and establish what a qualified project can afford to cost.
Default allocation: 25%This is where project values can expand because lighting, blinds, climate, security, AV and networking can sit inside one brief. I would give this the largest share once lead quality is understood.
Default allocation: 45%Commercially attractive, but potentially more competitive. Search should capture active demand while visual paid media can later help create desire and retarget people already considering a project.
Default allocation: 30%“Start where the economics are easiest to prove. Scale where the project value justifies it. Defend the expensive terms only when the data earns the right.”
Google Search is the opening identified here because it captures existing intent. It does not need to be the whole strategy. Once we know which project types convert and what an acquired customer is worth, Meta and visual retargeting can support project discovery, showcase completed installations and stay in front of people during a longer consideration cycle.
That is why the model below is deliberately commercial rather than channel-led: the channel earns budget by producing profitable work.
This is not a revenue forecast. CPCs are working inputs informed by the search research supplied; enquiry rates, close rates, project values and gross margins are deliberately exposed because AV Innovation knows those figures better than I do.
Calculation: allocated media spend ÷ CPC = clicks → clicks × enquiry rate = enquiries → enquiries × close rate = projects → projects × average project value = revenue. Gross profit uses the margin entered for each service. Net contribution then subtracts media spend, the ThinkingMan base fee and the modelled per-project success fees.
| Service group | Annual spend | Clicks | Enquiries | Projects | Revenue | Gross profit |
|---|
Fractional projects are shown because this is an expected-value model over a 12-month period. Actual outcomes arrive as whole projects and will vary month to month.
If AV Innovation's actual numbers differ, the strategy should change with them.
We can tolerate a higher acquisition cost and may scale whole-home automation faster.
The break-even point tightens, so we protect efficiency and prioritise the clearest commercial-intent searches.
We do not solve it by buying more clicks. We cut query waste, improve qualification and move budget toward the project types producing real conversations.
The base fee covers strategy, campaign management, tracking, optimisation and reporting. A smaller variable fee is tied to completed projects, so part of what AV Innovation pays us rises only when paid media creates commercial value.
plus a modelled £150–£300 per completed project, depending on project type.
Media spend is paid directly to the advertising platform. The success-fee structure can be simplified once AV Innovation's actual project mix and tracking setup are understood.
Agency capability. Direct specialist relationship.
I personally handle the marketing science, strategy and account rather than passing it through layers of an agency.
If the opportunity looks interesting, the useful conversation is not “should we run some ads?”. It is what your average projects are actually worth, what gross margin you protect, how many qualified enquiries become work and how much additional capacity you want to fill.
