# 04 — Homepage Copy Voice: short sentences, specific nouns, measured confidence. Grade 8–10. No hype, no invented proof. Each section answers one visitor question. **Title tag:** Axidys Media · SaaS + E-commerce Growth Marketing Agency **Meta description:** Growth marketing for SaaS and e-commerce companies. Paid media, SEO + AI search, CRO, analytics, and retention, measured against pipeline, CAC, and margin. --- ## Hero **Eyebrow:** Growth marketing for SaaS + e-commerce # Growth marketing built around *revenue* — not channel metrics. We help SaaS and e-commerce companies acquire the right customers, convert more of the demand they already have, and see exactly where growth is coming from. **[Get a Growth Audit]** · Explore our approach Discipline line: Paid media · Paid social · SEO + AI search · CRO · Landing pages · Analytics + attribution · Lifecycle Signal map labels — Stages: Demand · Acquisition · Landing experience · Conversion · Revenue · Retention. Channels: Google · Meta · LinkedIn · SEO · AI Search · Landing Pages · Email · Analytics. Caption: *Signal map — schematic, not live data.* --- ## § 01 — Two growth models ## Built for two growth models. SaaS and e-commerce grow in different ways. The buying cycle, the unit economics, and the numbers that matter are not the same. So we don't run one playbook for both. **SaaS — Pipeline-led growth** Buyers research for weeks, involve more people, and pay back over months. We build acquisition around lead quality and pipeline, not the cheapest form fill. Longer buying cycle · Lead quality · Demo conversion · Pipeline attribution · CAC · LTV · Paid + organic demand capture → SaaS growth marketing **E-commerce — Margin-led growth** Orders happen fast and at volume, and every product carries its own economics. We scale acquisition that still makes money after COGS, shipping, and returns. High-volume acquisition · Product economics · Shopping feeds · MER / ROAS · AOV · CRO · Retention → E-commerce growth marketing --- ## § 02 — Methodology ## The Revenue Circuit. **Five connected stages. One closed loop.** Most growth problems don't sit inside one channel. They sit in the gaps between channels, landing pages, tracking, and retention. The Revenue Circuit is how we close those gaps, so every decision can be traced back to revenue. **01 Discover — Understand the market before buying traffic.** We map where demand comes from, who is worth acquiring, and what competitors already own. Budget follows evidence, not habit. Market research · Customer research · Competitive intelligence · Demand mapping *Output:* A demand map and a clear definition of the customers worth paying for. **02 Acquire — Capture demand where buyers already look.** We build paid and organic acquisition around intent and economics. Each channel gets a job, a target, and a budget it has to earn. Google Ads · Meta Ads · LinkedIn Ads · Shopping · SEO · AI Search *Output:* A channel plan tied to target CAC, payback, or MER. **03 Convert — Turn attention into pipeline or orders.** Traffic is expensive. We fix the message, the page, and the flow between click and conversion, then test what moves revenue. Messaging · Landing pages · CRO · Experimentation · Checkout / demo flow *Output:* A prioritized experiment backlog with clear success criteria. **04 Measure — Know what actually drove revenue.** We connect ad platforms, analytics, and your CRM or store data, so reporting shows pipeline and margin, not just clicks. GA4 · CRM · Server-side tracking · Attribution · Revenue reporting *Output:* Reporting that ties spend to pipeline, revenue, or contribution margin. **05 Expand — Grow the value of every customer you win.** Retention and expansion raise lifetime value. Higher LTV raises the acquisition cost you can afford, which feeds straight back into Discover. Retention · Lifecycle · Remarketing · Upsells · LTV optimization *Output:* Lifecycle programs that lift LTV and fund the next round of acquisition. ↺ The circuit closes: what you learn from retained customers sharpens who you acquire next. → See how an engagement runs --- ## § 03 — What we optimize for ## Clicks aren't the objective. Economics are. Ad platforms report what's easy to count. Businesses run on what they can bank. We connect channel performance to the metrics that decide whether growth is worth paying for. Toggle: **SaaS** | **E-commerce** · Tag: ILLUSTRATIVE DATA **SaaS metrics** | Code | Metric | What it tells you | Decision it informs | |---|---|---|---| | CAC | Customer acquisition cost | What it costs to win one customer, fully loaded the way you choose. | How far each channel can scale before payback breaks. | | SQLs | Sales-qualified leads | Leads your sales team accepts as worth working. | Which campaigns earn budget, beyond raw form fills. | | Pipeline | Pipeline created | Opportunity value sourced or influenced by marketing. | Where to shift spend by segment, offer, and channel. | | Demo→Opp | Demo-to-opportunity rate | The share of booked demos that become real opportunities. | Whether targeting and messaging attract buyers or browsers. | | Trial→Paid | Trial-to-paid rate | The share of trials that convert to paying accounts. | Whether acquisition should push trials, demos, or both. | | LTV:CAC | LTV to CAC ratio | Customer lifetime value compared with the cost to acquire. | How hard to invest in growth, and in which segments. | | Velocity | Pipeline velocity | How quickly pipeline turns into revenue. | Where deals stall, and which sources bring faster-closing buyers. | Chart — *Cheap leads vs. real pipeline.* Campaign A and Campaign B across Leads → SQLs → Opportunities → Closed-won. Caption: Campaign A wins on cost per lead. Campaign B wins on pipeline. We optimize for B. **E-commerce metrics** | Code | Metric | What it tells you | Decision it informs | |---|---|---|---| | MER | Marketing efficiency ratio | Total revenue divided by total marketing spend. | Whether overall spend is working, whatever each platform claims. | | ROAS | Return on ad spend | Attributed revenue per unit of ad spend, by platform or campaign. | How to allocate budget within a channel. | | CAC | Customer acquisition cost | What it costs to acquire one new customer. | What a first order needs to earn back. | | AOV | Average order value | Average revenue per order. | Which bundles, thresholds, and offers to test. | | CVR | Conversion rate | The share of sessions that end in an order. | Where the site loses buyers, by device and page type. | | RPR | Repeat purchase rate | The share of customers who order again. | How much retention can lift lifetime value. | | LTV | Customer lifetime value | Gross margin a customer generates over time. | The acquisition cost you can afford to pay. | | CM | Contribution margin | Revenue left after COGS, shipping, fees, returns, and marketing. | Whether growth is profitable, not just bigger. | Chart — *Platform ROAS vs. blended MER.* Caption: Platform ROAS can climb while blended efficiency stays flat. The gap is where budget decisions go wrong. Footnote: Illustrative data for explanation only. Not client results or benchmarks. --- ## § 04 — Services ## Six disciplines. One growth system. Each service can stand alone. They work better together, because the constraint on growth rarely sits in a single channel. **01 · Paid Acquisition** (Acquire) *Spend that scales with your unit economics.* We run paid search, shopping, and paid social against the numbers the business cares about: CAC, pipeline, MER, and margin. Budget moves to what earns it. Google Ads · Microsoft Ads · Meta Ads · LinkedIn Ads · Shopping / Performance Max · Retargeting → Paid media · → Paid social **02 · SEO + AI Search** (Acquire) *Be found by buyers in search results and AI answers.* Organic demand compounds. We fix the technical foundation, build pages that match buying intent, and improve how your brand shows up in AI-generated answers. Technical SEO · Commercial content · Programmatic opportunities · Digital PR strategy · AI search visibility · Search demand capture → SEO + AI search **03 · Conversion Rate Optimization** (Convert) *More revenue from the traffic you already pay for.* We find where buyers drop off, form a hypothesis, and test changes that move demos, trials, or orders, not just button clicks. Research · Heatmaps · Landing pages · Experiment design · Funnels · Checkout / demo optimization → Conversion rate optimization **04 · Creative + Landing Experiences** (Convert) *Messaging that earns the click and keeps the promise.* Ads and landing pages should say the same thing. We develop creative strategy, offers, and pages as one system, with variants built to be tested. Ad creative strategy · Landing page design · Messaging · Offer development · Experiment variants → Landing pages **05 · Analytics + Attribution** (Measure) *Numbers you can make budget decisions on.* If tracking is broken, every other decision is a guess. We connect ad platforms, analytics, and CRM or store data so spend ties to pipeline and revenue. GA4 · Google Tag Manager · CRM attribution · Server-side tracking · Dashboarding · Revenue measurement → Analytics + attribution **06 · Lifecycle + Retention** (Expand) *More value from customers you've already won.* Retention raises LTV, and LTV sets what you can pay to acquire. We build email, remarketing, and segmentation around repeat purchase and expansion. Email · Remarketing · Customer segmentation · Repeat purchase · Lead nurture · Expansion → Lifecycle + retention --- ## § 05 — Why specialization matters ## The same playbook can't grow both models. A SaaS buyer may research for months and bring in a buying committee. An e-commerce buyer may decide in one session. Tactics that work in one model often break in the other. **SaaS: a long path to revenue** — Search → Landing page → Demo / trial → Nurture → Sales → Revenue · *Weeks to months* Measure: SQLs, pipeline, and win rate, not form fills. Where it breaks: bidding to cheap leads that sales never accepts. **E-commerce: a short path that repeats** — Ad / search → PDP / category → Cart → Purchase → Repeat purchase · *Minutes to days* Measure: MER, contribution margin, and repeat rate, not platform ROAS alone. Where it breaks: scaling campaigns that look profitable in-platform and lose money after COGS and returns. **What changes between models** | | SaaS | E-commerce | |---|---|---| | Buying cycle | Weeks to months, often several decision-makers | Minutes to days, usually one buyer | | Conversion event | Demo request, trial start, or qualified lead | Purchase | | Efficiency metric | CAC payback and LTV:CAC | MER and contribution margin | | Attribution | CRM stages, offline conversions, long windows | Platform-independent revenue checks, short windows | | Creative's job | Build credibility and qualify intent | Create product desire and a decision now | | Retention lever | Activation, adoption, and expansion | Repeat purchase and replenishment | --- ## § 06 — Platforms ## Platforms we work with. We work inside the tools you already use. Where the stack has gaps, we'll explain what's missing and why it matters for measurement. - **Advertising:** Google Ads — Search, Shopping, Performance Max · Meta — Facebook and Instagram ads · LinkedIn — Campaign Manager · Microsoft Ads — Search and Shopping - **Measurement:** GA4 — Analytics and conversions · Google Tag Manager — Web and server containers · Search Console — Organic search data - **Commerce, CRM + revenue:** Shopify — Store and order data · Klaviyo — Email flows and segments · HubSpot — CRM and lifecycle stages · Salesforce — Opportunities and pipeline · Stripe — Subscription and payment data Footnote: Platform names are trademarks of their respective owners. Listing a platform describes where we work. It does not imply a partnership, certification, or endorsement. --- ## § 07 — Process ## How an engagement runs. Six phases, each ending in a decision. You always know what's happening, what you'll receive, and what comes next. | # | Phase | What happens | You receive | Decision next | |---|---|---|---|---| | 01 | Diagnose | We review accounts, tracking, funnels, and customer data to find where growth is being lost. | A diagnostic with constraints ranked by likely revenue impact. | Which constraints to model first. | | 02 | Model | We model your unit economics: target CAC, payback, contribution margin, and the spend levels they can support. | A growth model with efficiency targets by channel. | What "good" looks like, in numbers finance and marketing both accept. | | 03 | Prioritize | We score every opportunity by expected impact, confidence, and effort. | A ranked roadmap and an experiment backlog. | What to build first, and what to leave alone. | | 04 | Build | We fix tracking, restructure accounts, and build the pages and creative the roadmap calls for. | Working infrastructure: campaigns, pages, tracking, and dashboards. | Which hypotheses to test first. | | 05 | Experiment | We run structured tests across ads, offers, pages, and funnels, each with a written hypothesis and success criteria. | Results, learnings, and recommended next actions. | Which winners to roll out, and where to scale. | | 06 | Scale | We move budget into what's proven, open new channels or segments, and keep the backlog full. | A scaling plan with efficiency guardrails. | Where the next constraint sits. Then the loop starts again. | --- ## § 08 — Working together ## What working together looks like. Clear priorities, visible work, and reporting in the language of the business. **Operating cadence** - *Always on* — Shared experiment backlog and live reporting - *Weekly or biweekly* — Working session: priorities, test status, blockers - *Monthly* — Performance review against commercial metrics - *Quarterly* — Growth planning: model refresh, roadmap, budget scenarios **Principles** - **Shared growth priorities** — One ranked list, agreed with your team and revisited as results come in. - **Transparent experiment backlog** — Every test is visible: hypothesis, status, result, and what we learned. - **Weekly or biweekly communication** — A regular rhythm set to your pace, with async updates in between. - **Clear KPI ownership** — Every metric has an owner, a target, and a definition both teams agree on. - **Commercial reporting** — Reports lead with pipeline, revenue, CAC, and margin. Channel metrics explain the story. They don't replace it. - **Documented learnings** — Results and decisions are written down, so knowledge stays with your business. - **Senior strategic oversight** — Strategy, priorities, and reporting get senior review, not just day-to-day account management. --- ## § 09 — Growth diagnostic ## Where is growth being lost? Answer five questions for a general read on where your biggest opportunity is likely to sit. It takes about a minute. *A directional starting point, not an audit. It doesn't project revenue or promise results.* 1. **Business model** — SaaS · E-commerce 2. **Primary objective** — Scale acquisition · Improve efficiency · Improve conversion · Improve measurement 3. **Monthly paid-media spend (USD)** — Not running paid media · Under $10k · $10k–$50k · $50k–$150k · $150k+ 4. **Biggest constraint** — Traffic · Conversion · Tracking · Creative · Retention 5. **Primary platform** — Google Ads · Meta · LinkedIn · Microsoft Ads · SEO + organic · No clear primary Empty state: Your result appears here once all five questions are answered. Result: **Your biggest opportunity appears to be** *measurement + conversion infrastructure.* (category varies) — why it matters — "What we'd check first" (three model-specific checks). CTA: **Request the Full Growth Audit** · Start over Area explanations: - *Measurement:* Decisions are only as good as the data behind them. If conversions, pipeline, or revenue aren't tracked cleanly, budget drifts toward what's easy to count instead of what makes money. - *Conversion:* Traffic is reaching you, but too little of it becomes demos, trials, or orders. Conversion gains compound across every channel you pay for. - *Demand capture:* The funnel may convert, but not enough qualified demand is entering it. The work is finding the channels, queries, and audiences that can scale at your target CAC. - *Creative testing:* Paid social performance usually depends more on creative than on targeting. Without a steady testing rhythm, results fade as audiences tire of the same ads. - *Retention:* Acquisition gets more expensive when customers don't return or expand. Better retention raises lifetime value, and with it the CAC you can afford. --- ## § 10 — Resources ## Practical guides for growth teams. Frameworks, checklists, and definitions we use ourselves. Free to read, no email required. - SaaS CAC Benchmarking Guide — How to calculate, segment, and compare CAC without fooling yourself. - E-commerce MER vs ROAS Guide — When to trust platform ROAS, when to trust MER, and how to use both. - Landing Page Experiment Checklist — What to check before, during, and after a landing page test. - Paid Search Account Audit Checklist — A structured review of tracking, structure, queries, bidding, and budget. - Attribution Readiness Guide — What has to be true before attribution data can guide budget. - AI Search Visibility Guide — How AI answers choose sources, and what you can influence. → All resources --- ## § 11 — FAQ ## Questions, answered. Still deciding? A Growth Audit is the quickest way to see whether we're a fit. → Get a Growth Audit **What types of SaaS companies do you work with?** Software companies that sell through demos, free trials, freemium, or self-serve plans. We're most useful once the product has paying customers and the question has shifted to growing acquisition efficiently. The work changes depending on whether growth is sales-led, product-led, or a mix of both. **What types of e-commerce companies do you work with?** Brands that sell their own products online, direct to consumers, including brands built on Shopify. We fit best where the business knows its product margins, or wants help working them out, and wants growth that holds up at the contribution-margin line. **What channels can you manage?** Google Ads (including Search, Shopping, and Performance Max), Microsoft Ads, Meta, and LinkedIn for paid media, plus SEO, AI search visibility, email and lifecycle programs, and landing pages. The channel mix comes from your model and your economics, not from a default package. **Do you work alongside internal marketing teams?** Yes. We can own specific channels, cover gaps your team doesn't, or act as the strategy and experimentation layer across channels. Ownership is agreed up front, so there's no overlap and nothing falls between teams. **How do you measure performance?** Against commercial outcomes agreed at the start: pipeline, CAC, and payback for SaaS; MER, contribution margin, and lifetime value for e-commerce. Platform metrics help diagnose problems, but they don't decide success. If tracking can't support those measures yet, fixing it becomes an early priority. **How does onboarding work?** We start with access and a diagnostic: ad accounts, analytics, CRM or store data, and your current priorities. Then we agree on targets and a first-phase roadmap. You'll know what we're working on, and why, before campaign changes begin. **How quickly can campaigns launch?** It depends on what the diagnostic finds. If accounts and tracking are sound, changes can start soon after onboarding. If tracking is broken, we fix measurement first, because optimizing on bad data costs more than a short delay. You'll get a timeline after the diagnostic, not before. **Do you handle creative and landing pages?** Yes. We develop creative strategy, messaging, and offers, and we design and build landing pages and test variants. If you have in-house design or brand teams, we work to your guidelines and brief them directly. **Do you work with existing ad accounts?** Yes, and we usually prefer to. Existing accounts hold history and learning that a rebuild throws away. If restructuring is needed, we'll explain why before making changes. **What does an engagement typically include?** Most engagements combine a diagnostic, a growth model, and ongoing work in the disciplines that matter most for you: paid media, SEO, CRO, analytics, creative, or lifecycle. Scope follows the constraint, so engagements differ. A Growth Audit is the usual starting point. --- ## Final CTA ## Find the constraint before spending more to scale it. Get a structured review of your acquisition, conversion, and measurement setup, and see where growth is being lost. **[Get a Growth Audit]** No exaggerated promises. No generic deck. Just a clear view of the growth system. - **Acquisition** — Account structure, targeting, budget allocation, and search coverage. - **Conversion** — Landing pages, funnels, offers, and message match. - **Measurement** — Tracking, attribution, and whether reporting reflects revenue. --- ## Footer Growth marketing for SaaS and e-commerce companies. Acquisition, conversion, measurement, and retention, connected to revenue. © 2026 Axidys Limited · Company No. 3175091 · 8/F, China Hong Kong Tower, 8–12 Hennessy Road, Wan Chai, Hong Kong · Privacy · Terms · Cookie preferences