# dotsandlines: A Showreel That Reaches Companies Looking for an Agency > How dotsandlines put its showreel in front of companies searching for a design agency, with every enquiry measured, valued and compliant. - URL: https://unfair.at/cases/dotsandlines/ - Author: Elias Oender, Unfair Advantage Marketing ## The quick answer dotsandlines, a Vienna and Salzburg design and digital agency, turned its showreel into paid demand: Google Ads that reach companies searching for an agency, conversion values that tell Google which enquiries count most, and compliant measurement of every enquiry. A marketing audit across Meta, Google Ads, Analytics and Search named the wins first. ## What Did dotsandlines Gain From Performance Marketing? dotsandlines gained a performance engine that puts its showreel in front of companies searching for a design agency, and measurement that shows which of those searches become enquiries. The Vienna and Salzburg design and digital agency already had the craft and a portfolio that wins in the room. For dotsandlines, we turned that portfolio into paid demand. A marketing audit across Meta, Google Ads, Analytics and Search named the next wins. Google Ads, sharpened with keyword lists and showreel assets, reached buyers at the moment of search. Modelled conversion values taught Google which enquiries matter most, and a consent layer in GTM and Klaro keeps them measurable and compliant. The outcome is an agency whose own marketing performs at the level of its client work. ## Why Should a Design Agency Advertise on Google Ads? A design agency should advertise on Google Ads because its best buyers announce themselves: a marketing lead searching for a web design agency in Vienna has a project, a budget and a deadline. Reputation and referrals bring the clients who already know an agency. Search adds the companies that are looking right now and have not met it yet. The craft then has to show up inside the ad. For dotsandlines, showreel assets did that work, letting a searcher see the quality of the studio before the first click, and tight keyword lists kept the budget on searches that signal a real project. Every euro follows intent, the strongest buying signal an agency can pay for. ## How Did the Marketing Audit Find dotsandlines' Next Wins? The audit found the next wins by reading Meta, Google Ads, Analytics and Search side by side and judging every channel by one question: which one brings enquiries. On its own, each platform reports its own success, and Google and Meta both count in ways that favour their own revenue. Read together, the opportunities an account usually hides come to the surface: keywords that earn clicks and no conversations, organic queries a paid campaign could double down on, channels that deserve a bigger share of the budget. For dotsandlines, the audit turned that reading into a clear list of wins, and the Google Ads work started with the strongest of them. The social channels were optimised to the same standard, so the agency tells one sharp story wherever a buyer meets it. ## What Makes Agency Tracking Hold Up Under GDPR? Tracking holds up under GDPR when visitors are asked properly and every tag respects the answer, and that is the layer we built for dotsandlines on GTM and Klaro. [Google Tag Manager](https://support.google.com/tagmanager/answer/6102821) runs every marketing and analytics tag from one container without touching the site's code, so new measurement goes live fast. [Klaro](https://github.com/klaro-org/klaro-js) is an open-source consent manager that asks visitors for permission and loads only the trackers they accept. Paired with Google's [consent mode](https://support.google.com/google-ads/answer/10000067), which uses cookieless signals from visitors who decline to model the conversions it cannot observe directly, a layer like this keeps an ad account learning while every choice is respected. For a European agency, the gain is clean enquiry data, a compliant site and a Google Ads account that keeps getting smarter. ## How Do Conversion Values Point Google at the Right Enquiries? Conversion values point Google at the right enquiries because they tell the algorithm that a project request is worth more than a newsletter signup. Without values, Google treats every conversion alike and spends toward whatever is cheapest to win. [As Google explains](https://support.google.com/google-ads/answer/2796446), a lead's value can be estimated from deal size, margin and the share of leads that close, and that value lets an advertiser bid with confidence. For dotsandlines, we modelled conversion values for the agency's enquiries, so the account can tell a real brief from a casual click. A dashboard puts the numbers that matter on one screen, and every budget decision becomes a fast call made on evidence. ## What Can Other Creative Agencies Take From dotsandlines? Creative agencies can take one lesson from dotsandlines: their own growth deserves the rigour they give their clients. Show the work where buyers search, measure every enquiry cleanly and let value decide where the budget goes. dotsandlines also gained a B2B ad guide, a playbook that arms its team with the thinking behind the campaigns. At Unfair Advantage Marketing, we apply the same discipline to every studio we work with, and it turned an app studio's entry offer into a lead magnet in the [All About Apps case](https://unfair.at/cases/allaboutapps/). Today we run it with AI agents that read the data live, and the principle stays the one dotsandlines put to work: a great portfolio earns more when the right buyer sees it at the right moment. See which enquiries your agency wins and which it leaves to competitors by [running a free scan](https://unfair.at/scan/). ## Frequently asked questions ### What did Unfair Advantage Marketing do for dotsandlines? We gave the Vienna and Salzburg design agency a performance engine for its own growth. A marketing audit across Meta, Google Ads, Analytics and Search named the next wins, Google Ads with keyword lists and showreel assets reached companies searching for an agency, and modelled conversion values tell Google which enquiries count most. A consent layer in GTM and Klaro keeps every enquiry measurable, and the social channels were optimised to tell the same story. ### Should a design agency advertise on Google Ads? Yes, when the keywords are tight and the ad shows the craft. Search reaches companies at the moment they look for an agency, including the ones that have never heard of you. Referrals stay the foundation, and search adds the buyers your network cannot reach. ### What is Klaro and why do agencies use it? Klaro is an open-source consent manager for websites. It asks visitors for permission and loads only the trackers they accept, which helps a European site stay in line with GDPR and ePrivacy rules. Paired with Google Tag Manager, it gives an agency clean data on a compliant site. ### How does Google consent mode work? Consent mode passes each visitor's cookie choice to Google's tags. When a visitor declines, the tags send cookieless pings, and Google uses them to model the conversions it cannot observe directly. Your Google Ads account keeps learning from the full picture while respecting every choice. ### What are conversion values in Google Ads? Conversion values tell Google what each conversion is worth to your business. With values in place, bidding can favour a project enquiry over a newsletter signup. For lead businesses, Google suggests estimating the value from deal size, margin and the share of leads that close. ### Why does an agency need Google Tag Manager? Google Tag Manager runs all marketing and analytics tags from one container without editing the website's code. New tracking goes live fast, tests start sooner and nothing breaks the site. For an agency that runs its own campaigns, it turns measurement into a quick, controlled change. ### How much do Google Ads cost for a creative agency? It depends on the city, the competition for your keywords and how many enquiries you need. The number that matters most is what a new client is worth to you, because it sets how much an enquiry may cost. A free scan or a short call gives you a realistic range for your market. ### How fast do Google Ads bring enquiries to an agency? Search ads can bring qualified visitors from the first days, because they answer people who are already looking. How quickly those visits become enquiries depends on the offer, the landing page and the budget. Accounts with clean tracking and conversion values improve faster, because Google learns from the right signals.