Frequently asked questions
Straight answers about working with SkaleWell
Pricing, channels, AI search visibility, process and results — answered plainly, with sources where an external fact is involved. If your question isn't here, ask it directly.
What does SkaleWell do?
SkaleWell is a founder-led growth marketing agency based in Melbourne, Australia. It runs paid advertising on Meta (Facebook and Instagram) and Google Ads, search visibility work covering SEO plus GEO and AEO so the brand is found by AI assistants like ChatGPT and Perplexity, and email and lifecycle marketing. Every engagement also includes ad creative production, conversion tracking setup, and plain-language reporting.
How much does SkaleWell cost?
SkaleWell charges a flat monthly retainer rather than a percentage of ad spend. There are three plans in AUD including GST: Foundation at $2,497 per month for one paid channel, Growth at $4,497 per month for Meta and Google Ads plus SEO, GEO/AEO and email, and Scale at $7,997 per month for unlimited channels with digital PR and full lifecycle email. Every engagement starts with a $1,497 Growth Diagnostic, credited back in full against the first month if you start a plan within 14 days. Plans run month to month with no lock-in.
What are GEO and AEO, and do I need them?
GEO is generative engine optimisation and AEO is answer engine optimisation. AEO structures content so it can be lifted directly into answer boxes and featured snippets; GEO makes a brand one that ChatGPT, Perplexity, Gemini and Google AI Overviews name and cite when a buyer asks for a recommendation. They matter because a growing share of buying research now ends inside an assistant that never sends a click, so a brand can rank well and still be invisible at the moment of decision. SkaleWell includes both in the Growth and Scale plans and reports on them with a monthly AI-visibility scorecard tracking a fixed set of buying-intent prompts against three named competitors.
Should I run Google Ads or Meta ads?
Google captures demand that already exists: someone is typing what you sell into a search box today, so it usually pays back faster. Meta creates demand, which suits visual, new or impulse-led products. Most brands end up running both, because one channel captures intent and the other manufactures it, which is why the Growth plan covers both under a single flat fee rather than charging twice.
How do you set up conversion tracking for Google Ads?
Google Ads conversions, GA4 and enhanced conversions are configured together before budget moves, so the same sale is not counted twice and lower-funnel actions are not missed. SkaleWell verifies conversions are firing and importing correctly rather than assuming the tag manager container is right, and the tracking stays in accounts you own.
Do you write the ads and fix the landing pages?
Yes. Responsive search ad copy, assets and Performance Max asset groups are written and tested as part of the management fee. Landing page and offer guidance is included in every plan; a dedicated conversion-focused page built for a specific campaign is a $1,800 add-on with tracking included.
Do you handle email marketing too?
Yes. Email is included from the Growth plan: four campaigns and three core automated flows managed each month, usually in Klaviyo. Scale adds full lifecycle email and SMS with segmentation and a running A/B programme. A one-off build of the five flows that carry most e-commerce revenue — welcome, abandoned cart, browse abandonment, post-purchase and win-back — is $2,400. Email monetises traffic the ads already paid for, so it is usually the highest-margin channel in the mix.
Why does a flat fee matter instead of a percentage of ad spend?
A percentage-of-spend model pays the agency more every time your budget goes up, whether or not the extra spend is profitable. A flat fee removes that conflict: the agency earns the same whether it recommends scaling or pulling back, so the advice tracks your profit rather than your budget. It also means more of your money reaches the auction instead of the agency.
Who actually works on the account?
The founder does. SkaleWell deliberately takes a small number of clients at a time, so the person who sells the engagement is the person who builds the campaign structures, writes the reports, and answers questions directly. There are no junior account managers.
What results has SkaleWell produced?
For WasteMates, SkaleWell built the landing page, tracking and email system that took the business from zero to roughly $10,000 in revenue in its first two months, at about $200–$300 per job. The account is managed to blended ROAS rather than platform-reported ROAS, reaching 3.84× blended ROAS. Blended ROAS is total business revenue divided by total ad spend, so unlike platform-reported ROAS it cannot be inflated by attribution-window choices.
What is the difference between platform ROAS and blended ROAS?
Platform ROAS is the return Meta reports inside its own attribution window, counting conversions it believes its ads caused. Blended ROAS is total revenue across the business divided by total ad spend over the same period. Platform ROAS is useful for comparing ads against each other; blended ROAS is the number that matches your bank account and should drive budget decisions.
Do I need the Conversions API as well as the Meta Pixel?
Yes, in practice. Browser-only Pixel tracking loses events to ad blockers, browser privacy restrictions and cookie limits. Meta's Conversions API sends events server-side, and Meta's own documentation states server events “may be used in measurement, reporting, or optimization in a similar way as other connection channels”. Running both with correct deduplication gives the delivery system a fuller signal.
What ad spend does SkaleWell work with?
SkaleWell works with everyone from small Australian businesses to e-commerce brands spending six figures a month across Meta and Google. Because fees are flat rather than a percentage of spend, there is no minimum budget that makes the model work. If an account is not a good fit, SkaleWell says so on the initial call rather than taking the engagement.
Is there a minimum contract or lock-in?
No lock-in at all. Plans run month to month and there is no annual contract or discounted prepay tier. SkaleWell recommends at least three months, because paid algorithms need time to learn and SEO and AI-search citations compound rather than switch on, but that is advice rather than a contractual term. This is a deliberate contrast to the 3-6 month lock-ins common in the agency market.
Where is SkaleWell based, and who does it work with?
SkaleWell is based in Melbourne, Australia, and works with Shopify, DTC and Australian service businesses remotely, including clients outside Australia. Reporting and communication run on a weekly rhythm regardless of time zone.
How quickly will I see results from Meta ads?
Honest answer: it depends on the account's starting point and how much historical conversion data the pixel has. Thirty days is long enough to fix tracking, rebuild campaign structure and read early signal, but scaling decisions should be made on blended ROAS over a longer window. SEO and AI-visibility work runs on a slower clock again: technical and AEO fixes often move within weeks, while content and citation authority compound over three to six months. Beware anyone promising a specific multiple in a specific week.
Why do most first-time visitors not convert?
Because most e-commerce traffic does not buy on the first session. Baymard Institute's average across 50 separate studies puts documented online shopping-cart abandonment at 70.22%. That is the norm, not a failure of the ads, and it is exactly why single-session attribution flatters any one channel.
Sources
- Baymard Institute, 50 Cart Abandonment Rate Statistics — 70.22% average across 50 studies; last updated 22 September 2025.
- Meta for Developers, Conversions API documentation — updated 28 June 2026.
- Meta Business Help Centre, About attribution settings