Campaigns learn from the wrong signal
Form fills are not the same as qualified inquiries. If lead quality does not flow back into the system, the platforms mostly learn to find more of the same.
For companies already buying leads through paid ads
More qualified inquiries from paid ads, without managing an agency.
Hendrik builds and runs your paid-acquisition system: ads, landing pages, tracking, CRM feedback, and AI agents that flag daily where budget leaks or lead quality drops. You do not get a monthly deck to interpret. You get a visible rhythm of what we stop, fix, test, and scale.
- One owner for ads, landing pages, tracking, and CRM feedback
- Daily signals on spend leaks, broken flows, creative fatigue, and lead quality
- First a measurement base, then outcome component where fair
Why paid ads keep leaking
Paid ads usually leak between the ad and the sale.
An ad account can look healthy while sales gets poor-fit leads, tracking tells too little, or budget keeps moving toward the wrong intent. Then you are not optimizing for pipeline. You are optimizing for the easiest number in the dashboard.
Issues sit too long
A broken form, declining lead quality, or spend on the wrong search terms should be visible today. Not as a polished slide at the end of the month.
Nobody owns the full chain
Ads, landing pages, tracking, CRM, and sales feedback are often split across different people. Performance disappears in those handoffs.
That is why Hendrik is not a classic agency promising a little more attention. It is one operating model for the full lead chain.
What Hendrik runs
One owner for the full lead chain.
Most of the upside is not in one more campaign tweak. It is in the connection between offer, ad, page, form, tracking, CRM, and follow-up. Hendrik runs that chain as one system.
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01
ICP & offer
Who should respond, why now, and what makes an inquiry commercially valuable?
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02
Campaigns
Google, Meta, and LinkedIn structured around intent, segments, exclusions, and quality — not just volume.
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03
Landing pages & forms
Pages and flows that match the ad promise, with as little friction as possible for the right lead.
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04
Tracking & CRM feedback
Not just who converts, but which leads become conversations, pipeline, or revenue.
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05
Creatives & angles
New hooks and variants based on search intent, market response, sales input, and what the data shows.
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06
Agent monitoring
Daily signals on spend, CPA, form flow, creative fatigue, tracking gaps, and lead quality.
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07
Decisions
Stop, fix, test, or scale — with the reason visible in the work rhythm.
The first diagnosis
Within one business day, you know where I would start.
Before I sell anything, our AI agents scan whether your system is measurable enough and where the biggest leaks are. The diagnosis is short, concrete, and focused on the first decisions.
Where is spend leaking?
Our AI agents audit which campaigns, search terms, audiences, or placements receive budget without signs of quality.
Where does the right lead drop off?
Does the ad promise match the page, the form, and the next step?
Can we see quality?
Does CRM or sales feedback flow back into analysis, or do the platforms only optimize for form fills?
What should go live first?
Our agents pinpoint the immediate fix: an exclusion, tracking fix, LP variant, new hook set, or budget shift — not a generic advice deck.
The outcome is clear: no fit, build measurement first, or start with a first test plan.
An open worklist instead of a monthly deck
You see signals, decisions, and shipped work.
The weekly review should not be about what happened last month. You should see what the system is flagging today, which decision follows, and what has already shipped.
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Spend
Search terms with cost, but no CRM-qualified leads
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Funnel
Form drop-off rises after a new field or new page
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Quality
Lead volume rises, but sales conversations drop
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Creative
Winning angle loses intent, not only CTR
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Search
Negative keywords and exclusions live
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LP
New variant on the ad promise shipped
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Tracking
Event or CRM stage restored
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Budget
Budget shifted to better segment
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Tracking
CAPI check completed
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Creatives
New hook set live
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Feedback
Lead quality feedback back to Google/Meta
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Review
Weekly decision list shared
Agents do the watch work. Hendrik keeps judgment, priority, and final accountability.
Agents watch inputs where waste or quality loss becomes visible early.
Agent
Inputs
Flags
Spend agent
Google Ads, Meta, LinkedIn, search terms, audiences
Spend without quality, budget drift, CPA rise
Funnel agent
Landing pages, forms, events
Drop-off, broken events, mismatch with ad promise
Quality agent
CRM, sales feedback, lead statuses
More leads but fewer conversations, weaker segments
Creative agent
CTR, CPL, hook, angle, lead quality
Creative fatigue that is not visible in CTR alone
Agents provide signals. No automatic budget decisions without human judgment.
Different model, different incentives
Fees pointed toward progress. First measurable, then outcome-aligned.
I do not want to earn because more budget moves through your account. The partnership should stay logical when waste drops, lead quality rises, and pipeline improves.
Diagnosis & measurement base
We clean up account structure, tracking, CRM feedback, and lead definition. Without measurement, outcome-based pricing is theater.
Fixed operating rhythm
Campaigns, landing pages, creatives, and feedback loops improve weekly. Budget moves toward what demonstrably produces better inquiries.
Outcome component where fair
When qualified inquiries can be defined and fed back reliably, part of the fee can tie to qualified inquiries, pipeline, or agreed improvements.
Honest
The model starts with measurement and pulls incentives away from managing more media budget toward better outcomes.
From diagnosis to rhythm, only then an outcome component.
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01
Diagnosis
First read on website, channels, budget, measurability, and biggest leaks.
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02
Measurement base / sprint
If there is fit, we start with account structure, tracking, CRM feedback, and first tests. Goal: steer reliably on quality.
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03
Fixed operating rhythm
Weekly rhythm for campaigns, LPs, creatives, tracking, and feedback loops.
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04
Outcome component
Only when quality can be defined and fed back reliably can part of the fee move with qualified inquiries, pipeline, or agreed improvements.
From Hendrik
Hendrik
Engineer & founder, with Hendrik
No account team behind the sale. The same person looks at the system.
I am Hendrik, engineer and founder. I help build the tracking, pages, experiments, and agent monitoring myself. The agents do the watch work; I decide what gets priority and what goes live.
That difference is practical. When lead quality drops, a form breaks, or budget leaks, you do not want to wait until someone explains a monthly deck. You want the person who sees it to be able to decide and execute.
Hendrik
Engineer & founder, with Hendrik
Compare options
DIY with tools, hire an agency, or one engineer with agents?
Difference
DIY + tools
Classic agency
Hendrik
Ownership
You read dashboards and manage freelancers
Account team with handoffs between layers
One engineer runs the lead chain
Monitoring
Only when someone looks
Often visible in monthly reporting
Agents watch daily
Speed
Depends on internal capacity
New LP or creative often project-based
Signal → test/fix in weekly rhythm
Tracking
Often good enough until first lead
Often disconnected from sales quality
CRM feedback back into optimization
Incentive
Tool costs + your time
Retainer or percentage of spend
Toward progress where measurable
Transparency
Everything is there, but you manage it
Decks and updates after the fact
Open work rhythm and decision list
Good fit?
For companies that take paid ads seriously, but do not want to manage a classic agency.
Hendrik is most valuable when something is already running — or you are ready to start seriously — and lead quality matters more than volume alone.
Good fit Strong match
- B2B, education, services, and platforms where lead quality matters more than volume
- Teams with existing spend that want to understand what creates pipeline
- Companies from around €10k/month in performance budget, or with a clear plan to get there
- Founders or growth leads who want to test faster than their current setup allows
- Companies where sales feedback can flow back into marketing
- Teams that see ads, landing pages, tracking, and follow-up as one system
Poor fit Weaker match
- Companies looking only for isolated creatives
- Teams without capacity to follow up leads
- Situations without budget or time to test structurally
- Organizations that do not want strategic pushback
- Cases where results cannot be measured or fed back
- Teams that want AI mainly as a label, not as an operating layer
Rule of thumb: from around €10k/month in performance budget, this usually starts to make sense. Below that, a targeted diagnosis can still help, but structured testing is often too constrained.
Proof you can inspect
No case without context. Concrete artifacts from day one.
Before public cases exist, the work itself should be auditable. Hendrik therefore does not run on vague updates, but on diagnosis, signals, decisions, and shipped fixes you can see.
You do not get a generic audit. You get a short diagnosis with the 2–3 places I would intervene: spend leak, tracking gap, funnel break, or first test.
Every week you see what was stopped, fixed, tested, or scaled — including the reason and expected effect.
Not just “we are on it.” You see what went live: exclusions, LP variant, tracking event, CRM feedback, or budget shift.
Public results only come with context: starting point, budget, timeline, definition of quality, and what actually changed.
That makes it clear early whether the diagnosis is sharp and whether the rhythm produces better decisions.
Start with a diagnosis
Show me your current paid funnel. I will say where I would start.
Send your website, channels, budget, and what is not working well enough. Within one business day, you get a direct answer: no fit, build measurement first, or a first diagnosis with the places I would intervene.
- First read on account, offer, funnel, and tracking
- View on whether lead quality is measurable enough
- The first 2–3 issues or tests I would prioritize
- Honest answer if partnership does not make sense yet
- No sales call that later gets handed off