Talk numbers
Work

Client stories: the question each business couldn't answer, what we built and what changed.

All work
Built

Tools we built, for clients and for ourselves, when nothing we could buy did the job.

Open to anyone

Runs our work

For clients

See all builds
AI

AI moves fast. Here's how we use it in our own work, and where to start in a business your size.

The AI hub
Approach

Every business is different, so we always start with a conversation.

How we work
  1. 15 minA quick callYour goals, your numbers, and whether we're a good fit.
  2. 1 hourDiscoveryWhere you're losing enquiries, and what's already working.
  3. ThenA clear planPaid ads, a custom build or both, as a one-off project or ongoing.

What we connect

About

We're a small London team of marketers, and we use AI to go faster.

About us
  • Cam BowenCam BowenCo-founder
  • Ben PowerBen PowerCo-founder
  • ElectraElectra
  • MahirMahir
  • NatashaNatasha
  • RahabaRahaba
  • ZobaerZobaer

Paid media

How much would you spend on your next customer?

30%

That's strong if you're scaling and know your numbers. It's risky if you can't see which ads bring in which customers.

Already spending? Check your numbers
Talk numbers See the full numbers
15 minutesNo pitch deckA straight answer

Specialists in ads, websites, tracking and CRM.The Pacing team, London

Trusted by teams across the UK and beyond

Work

Four businesses, four questions

Each story starts with something the business couldn't answer. Pick one to see how it played out.

FE fundinfo
The question

Who actually showed up?

Our answer

First-party attribution cookies that carry click IDs from the ad into HubSpot and Salesforce, so leads can be reconciled to paid. Plus a journey tool to see what each lead did.

What changed

3x

more leads reconciled to paid

18%

lower blended cost per lead

Once the tracking was fixed and the spend followed Salesforce, not the ad platforms, the team could see which paid leads actually turned up in the pipeline.

The loop it proves
  1. Attention
  2. Path
  3. Instrument (proved here)
  4. Decision
Read the full story
Aqualona
The question

Can you trace every order back to the visit that started it?

Our answer

A headless Webflow and Shopify store with server-side tracking built alongside it, and our own Journey Analyser matching orders to visits.

What changed

14x

tracked orders a month, May to August

2,900+

orders tracked from visit to checkout, April to early October 2026

Tracked orders a month grew 14x between May and August 2026, with 2,900+ orders traced from visit to checkout between April and early October 2026.

The loop it proves
  1. Attention
  2. Path (proved here)
  3. Instrument (proved here)
  4. Decision
Read the full story
Sector7
The question

Can the website match the engineering?

Our answer

A Webflow rebuild of a technical product site so it could carry campaigns, with a CMS the team edits themselves and tracking that follows each enquiry back to its visit.

What changed

177%

more new users, 2025 against 2024

139

pages created in the rebuild

New users rose 177% in 2025 against 2024, with the rebuild and the campaigns it made possible. The site won a Web Excellence Award, and Jon calls it "executed flawlessly, on time and on budget".

The loop it proves
  1. Attention (proved here)
  2. Path (proved here)
  3. Instrument
  4. Decision
Read the full story
The Therapy Lounge
The question

What can we afford to pay for an enquiry?

Our answer

Google Search campaigns by treatment, with ads and landing pages written around Google's health and addiction policies, Meta retargeting, and tracking that matches each enquiry to the ad click behind it.

What changed

6.6x

return on ad spend in October 2025, the best month

70%

more enquiries

Enquiries rose 70%, October 2025 returned 6.6x its ad spend, and 316 enquiries were tracked between April 2025 and October 2026, 161 from Google Ads at about £60 each.

The loop it proves
  1. Attention
  2. Path
  3. Instrument
  4. Decision (proved here)
Read the full story

See all work

In their words

What it's like to work with us

Steve Burns, founder of The Therapy Lounge, giving a video testimonialSteve Burns, founder of The Therapy Lounge1:51
We're not only making more money but were also learning a huge amount about our audience and their activity online. Would highly recommend for lead gen businesses!
Steve BurnsFounder & Therapist, The Therapy LoungeRead the story
  • My business is so much more efficient now AND we're getting more patient bookings coming. Keep it coming!
    Mark EdgarFounder & Audiologist, Hear Me London
    Read their story
  • Couldn't be happier with the website and new lead funnel we have! We finally have a process for our leads and trust the data!
    Samantha LowryChief Marketing Director, The Belrose Group
    Read their story
  • The project was executed flawlessly, on time and on budget.
    Jon PowerFounder & CEO, Sector7
    Read their story

Clients we've worked with since 2020

  • Cicero Education
  • Damilola Taylor Trust
  • Premiership Rugby
  • Camascope
  • Curve Games
  • Dope Ropes
  • SMB
  • Funderlytics
  • Frank & Furious
  • Eat Burn Sleep
  • IG
  • Nobull Agency
Built by us

We build our own tools when off-the-shelf ones fall short

  • Client-only

    Pacing Journey

    Tracking tool

    Shows the stored visits and forms from one person on one timeline, so you can see what led to an enquiry.

    Runs on

    • +3
  • In-house

    Pacing TechStack

    Web app

    Our in-house scanner lists the tools and tracking running on a website. A quick scan takes about 5 seconds.

    Runs on

  • In-house

    Pacing Docs

    Documentation site

    Our staff manual: how we set up tracking, CRMs and the tools on this page.

    Runs on

  • In-house

    Pacing CRM

    CRM and automations

    Our own CRM plus automations that turn a form fill into a person, a deal and an instant alert to the team. No per-seat licence.

    Runs on

    • +1

1 / 6

View all builds

Tools

There's never one tool that fixes everything.

The real work is connecting them so they all agree on the numbers. That's what we do.

Show me the stack for a

Service businessEvery enquiry traced from the first ad to a booked call.

EcommerceEvery order traced back to the visit that started it.

B2B and SaaSEvery lead followed from the first click into the sales pipeline.

  1. 1

    Website

    A site that makes it easy to call you or book in.

    A shop that loads fast and makes checkout easy.

    A site that explains what you sell and books the demo.

  2. 2

    Tracking

    Every call and booking traced to the ad that sent it.

    Every order tied back to the ad or email that sold it.

    Every lead traced from the first visit to the signed deal.

  3. 3

    CRM and follow-up

    Every enquiry answered fast, so none go cold.

    Emails and texts based on what each shopper bought.

    Every lead in the pipeline, with its whole history.

  4. 4

    Ads

    Ads reach the people who haven't heard of you yet, and that's where growth comes from. Steps 1 to 3 make sure the spend turns into customers you can count, so you know when it's safe to spend more.Work out what you can spend

    More booked calls from people searching for you.

    More orders, and you can see what each one cost you.

    More demos from the right companies and job titles.

Need a tool that doesn't exist yet? We'll build it.

See all tools

How it works

Ads, website, tracking and CRM, built to work together

  1. Ads

    We run the campaigns that bring the right people in.

  2. Website

    Your site gives them a clear reason to get in touch.

  3. Enquiry

    Every enquiry lands in your CRM, with where it came from.

  4. Tracking

    We connect each sale back to the click that started it.

  5. Customer

    We judge the spend on what a customer is worth, then decide what to do next.

About

Based in London, with specialists worldwide.

Cam and Ben lead every project, backed by specialists we trust.

  • Cam BowenCam BowenCo-founderPaid media, content and SEO. Runs client strategy.
  • Ben PowerBen PowerCo-founderWebsites, tracking and automation. Builds what sits behind the ads.
  • ElectraElectraInfluencer marketing
  • MahirMahirAutomation expert
  • NatashaNatashaDesigner
  • RahabaRahabaAds and conversion expert
  • ZobaerZobaerTracking and attribution expert

Plus a network of 140+ freelance designers and developers in 31 countries, and partner agencies.

Partners and platforms

  • Google Partner
  • Pacing Agency on Webflow
  • Klaviyo
  • HubSpot Partner

Marketers first. AI to go faster. You have a toolbox, but you still need an electrician. AI was trained on work like ours, so come straight to the source.

About us How we use AI
Next step

Bring your numbers.

We'll tell you if the spend makes sense.

  1. A 15-minute callYour goals, your challenges, and whether we're the right fit.
  2. A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
  3. A concrete planAds, a custom build or both, as a one-off project or ongoing.
Talk numbers
15 minutes · No pitch deck · A straight answer