Paid media, creative and conversion work, run by the two people who answer your emails.
Four ways we typically start. Most partnerships combine two.
No silos and no hand-offs. The same two people run the strategy, the creative and the build, so nothing gets lost between them.
Full-funnel campaigns engineered for return on ad spend: creative testing, audience architecture and budget scaling that turns spend into predictable pipeline.
Scroll-stopping creative and editorial systems built to earn attention, then convert it.
Fast, beautiful landing pages and websites designed around one metric: conversion rate.
Own your category on search and fill your pipeline with technical SEO, content that ranks and capture systems that qualify while you sleep.
Every platform gets judged on something different: retention on YouTube, hook strength on TikTok, drop-off on LinkedIn, return on spend for paid. Reporting that flattens all of it into one reach number tells you nothing you can act on.
Reach by format
Which of reels, carousels and stories is actually earning the follow, not just collecting the impression.
Hook retention
Watch-through and re-watch rate per hook, because the first two seconds decide everything after them.
Pipeline drop-off
The full path from impression to booked call, so we can fix the step that is actually leaking.
Audience retention
Exactly where viewers leave, and what to cut out of the next one.
Return on ad spend
Meta and Google in one view: spend, return and cost per acquisition, tracked against the target you set rather than impressions.
Diagnosis
Most of what we get handed is not a bad budget. It is a budget with nothing behind it deciding where it goes. Scroll through what breaks, and what we put in its place.
Budget goes behind whatever did well organically last week. There is no test underneath it, so nothing is ever learned — only spent.
System 01 · Paid engine
Spend follows proof, not a hunch.
Reach, impressions and likes, reported monthly in one flattened number. None of it tied to a rand that came back.
System 02 · One yardstick per channel
Every channel measured on its own terms.
Strategy from one person, creative from another, the build from a third. The idea survives none of the hand-offs and no one owns the result.
System 03 · Two founders, one loop
Nothing lost between departments.
Three phases, and the third feeds the first. That loop is the whole point: the work gets cheaper to run as it learns.
We dissect your funnel, ad accounts and competitors, then map the highest-leverage opportunities into a 90-day roadmap with named KPIs.
Campaigns, creative and landing pages ship in weekly sprints. We test fast, kill losers early and double down on what works.
Winning campaigns earn more budget, funnels get tighter and acquisition cost comes down, while monthly reviews keep growth compounding.
We can't show you a decade of case studies yet. We started in 2026. What we can do is commit, in writing, to how we work. These are the terms, not aspirations.
Ethan and Calum run the work. No junior hand-off, no rotating account manager, no learning on your budget.
Ad accounts, pixels, creative files, and analytics stay in your name. If we part ways, you keep the whole machine.
Month to month. We keep the account by performing, not by holding you to a twelve-month term.
What we spent, what it returned, what we're changing next. No 40-slide deck padded with impressions.
Reach and likes are diagnostics, not goals. We report against the number that pays your salaries.
Weekdays, from a person who knows your account. Direct line to the founders, not a ticket queue.
Pick the line that sounds most like your situation. This is the shape of the conversation, not a quote.
Choose a line on the left and we will show you the first three things we would look at, in order.
Including the ones most agencies would rather you didn't ask.
Yes. DeCal was founded in 2026 by Ethan De Nobrega and Calum Potgieter. We would rather tell you that plainly than dress up a founding year with borrowed case studies. What we offer in place of a long client list is founder-led work, full ownership of your accounts and data, and no lock-in, so the risk of trying us is genuinely low.
It depends on scope and channel mix, so we scope it after the audit rather than quoting a number we would have to walk back. The 30-minute audit is free and you get the findings whether or not you work with us.
The two founders. That is the deliberate constraint of the model. It caps how many clients we can take, and it means the person building your campaigns is the person you spoke to.
Always, and they are set up in your name from the start. Pixels, conversion tracking, creative files and analytics belong to you. Agencies that keep these hostage are relying on switching costs instead of results.
Paid channels give signal in weeks; SEO and content compound over months. We will tell you which of your goals is realistic on which timeline during the audit, including any we think is not realistic at all.
We are month to month, so you can stop. Before that, our monthly review is where we say plainly whether the numbers justify continuing. We would rather lose an account honestly than keep billing one that is not paying back.
No mystery and no pitch theatre. Here is exactly what happens after you send the form, what we cover on the call, and how we arrive at a number.
Tell us where the brand is today, what you have already tried, and where it is stuck. No obligation and nothing to prepare.
A reply from Ethan or Calum, not a scheduling bot, with a couple of times that work. If we are not the right fit for what you need, we will say so here rather than waste your call.
We walk your funnel, current spend and what is and is not working, then tell you what we would do first and in what order. You leave with that direction whether or not you ever hire us.
We go through your ad accounts, analytics, site and closest competitors properly, and map the highest-leverage fixes into a 90-day outline. You get the findings either way. They are yours.
We quote against the scope the audit uncovered. Approve it and we set the accounts up in your name and start the first sprint.
There is no fixed package price, because a single landing page and a full multi-channel growth partnership are not the same job. We scope after the audit, so the number is based on what your project actually needs.
Tell us where your brand is today. We'll come to the call with actual ideas, not a generic pitch deck with your logo pasted on the front.