Know where the customers really come from before you buy or invest
Your accountant checks the numbers and your lawyer checks the contracts. We check the marketing behind them: the leads, the ad spend, what it costs to win a customer, the Google rankings and who owns the accounts. Fixed price, in 5 business days.
Why this matters
Most companies get a big share of their customers from Google and paid ads. If those leads are mostly bought, or the domain belongs to an old agency, or the marketing numbers in the deck count the same sale twice, you're paying for something that isn't there. None of that shows up in the profit and loss statement.
Two ways we help
For owner-operators, buyers and brokers
For service businesses, practices and online stores that get customers from Google. We count the real leads, show how much relies on paid ads, check the reviews and confirm who owns the domain and accounts.
From $1,500 + GST · 5 business days
Buyer sample report (PDF)For venture capital and private equity
For growth companies and larger deals. We look at what it costs to win a customer by channel, whether the marketing numbers in the deck hold up, share of search against competitors and how defensible the organic traffic is.
From $15,000 · quoted per deal
Investor sample report (PDF)The questions we help you answer
The things sellers don't always know, or don't always tell you.
Are the leads real?
Sellers often count every call, including spam, repeat customers and suppliers. We check how many genuine enquiries actually come in, and from where.
Is it hooked on paid ads?
If most leads come from Google Ads, the business only works while someone keeps paying. We show what share of leads is bought and what's left if the ads stop.
Is the Google traffic real growth?
Traffic from people searching the business name doesn't show new demand. We split brand and non-brand searches so you can see if it's actually winning new customers.
Who owns the accounts?
Domains, Google Ads and Business Profiles are often owned by an old agency or the seller personally. We list what transfers and what doesn't.
Are the reviews real?
A burst of reviews followed by silence is a warning sign. We look at the rating, how fast reviews come in and whether the pattern looks natural.
What happens after you buy?
Every report ends with a plan for your first 100 days, so you know what to fix first and where the quick wins are.
We count the real leads
We built Lead Recorder to show businesses which ads, searches and listings their calls and forms come from. With the seller's agreement, we run it on the business for 2 to 4 weeks before settlement.
You get the real number of enquiries, where each one came from, and how that compares to what you were told. Spam and repeat callers are taken out.
From our sample report
Seller's claim
120 a month
Verified
86 a month
Leads from Google Ads
62%
If the ads stop
~33 a month
Sample figures for a made-up business, to show the format.
What's in the report
Written in plain English, signed off by our founder, and delivered as a PDF you can share with your advisers, lender or investment committee.
- ✓A written summary of what we found
- ✓Each finding labelled as a strength, worth checking, or one to raise
- ✓12 months of Google traffic, brand vs non-brand
- ✓Paid ads dependency and wasted spend
- ✓Account and domain ownership check
- ✓Google Business Profile and review check
- ✓Rankings on Google and Google Maps
- ✓AI search check across ChatGPT, Gemini and Perplexity
- ✓Questions to put to the seller or management
- ✓Ideas for your first 100 days
- ✓How we did it: every data source and the review period
Fixed prices, no surprises
You know the cost before we start. Quick Checks and Full Reviews are delivered in 5 business days. Investor Reviews are scoped to your deal timeline.
Quick Check
$1,500 + GST
When you're early and want to know if it's worth going further.
- ✓Built from public data, no seller access needed
- ✓Written summary of findings
- ✓Traffic, rankings, reviews and AI search
- ✓Ownership checks from public records
- ✓Questions to put to the seller
- ✓Delivered in 5 business days
Full Review
$3,500 + GST
When you're serious about the deal and the seller will share access.
- ✓Everything in the Quick Check
- ✓Inside the Google Ads, Analytics, Search Console and Business Profile accounts
- ✓Wasted ad spend and real cost per lead
- ✓Ideas for your first 100 days
- ✓30 minute walkthrough call
- ✓Optional Lead Recorder lead check (2 to 4 weeks)
Investor Review
From $15,000 quoted per deal
For venture capital, private equity and larger acquisitions, including companies with several brands or locations.
- ✓Everything in the Full Review
- ✓Cost to win a new customer, by channel and over time
- ✓Attribution check: do the marketing numbers in the deck hold up?
- ✓Share of search against competitors
- ✓Organic traffic risk, including any planned platform move
- ✓Ideas for the first 100 days after investment
- ✓Briefing call with your deal team
Who it's for
- Buying a business. Owner-operators buying their first or next business, who want to know the customers will keep coming.
- Venture capital and private equity. Investors in growth companies, and groups rolling up practices or service businesses, who need the same check on every deal.
- Brokers, lawyers and accountants. Advisers who want a marketing check to offer their buyers alongside their own work.
Our promise
The report is independent. We don't use it to pitch you SEO or Google Ads, and we report what we find, good and bad. The decision stays with you.
We run Google Ads and SEO for Australian businesses every day, and we built Lead Recorder to track where leads come from. That's the experience we bring to your deal.
See our client resultsQuestions buyers and investors ask
What is digital due diligence?
It's a check of a company's online marketing before you buy it or invest in it. We look at where its leads come from, how much it relies on paid ads, whether its Google traffic is growing, who owns its domain and accounts, and whether its reviews look genuine.
Do I need the seller's permission?
Not for the Quick Check, which uses public data. For the Full Review we need read-only access to the seller's Google Ads, Analytics, Search Console and Business Profile, which most sellers give once there's a letter of intent.
How long does it take?
5 business days from when we have what we need. The optional Lead Recorder lead check runs for 2 to 4 weeks alongside it, because it counts real calls and forms as they come in.
How does the lead check work?
With the seller's agreement, we add Lead Recorder to the website and phone numbers. It records every call and form and the source it came from, so you see real lead numbers instead of the seller's estimate.
Will you try to sell me SEO or Google Ads after?
No. The report is independent and we don't use it to pitch ongoing work. If you want help after settlement, that's a separate conversation you can start.
What kind of businesses do you review?
Australian and New Zealand companies that win customers online: service businesses, clinics and practices, professional services, ecommerce brands and venture-backed growth companies.
Do you tell us whether to buy or invest?
No. We set out what we found and the questions worth asking. The decision is yours, made with your accountant, lawyer and deal team.
Do you work with venture capital and private equity firms?
Yes. The Investor Review looks at what matters for a larger deal: cost to win a customer by channel, whether the marketing numbers in the deck hold up, share of search against competitors and the risk to organic traffic. See the investor sample report on this page.
Is this financial or legal advice?
No. It covers the marketing side of the deal and works alongside your accountant's financial checks and your lawyer's legal checks.
I'm a broker, lawyer or accountant. Can I refer clients?
Yes. Book a call and we'll walk you through how it works, so you can offer it to buyers you're working with.
Looking at a deal right now?
Book a free 30 minute call. Tell us about the deal and we'll tell you which check makes sense and what we'd look at first.
Book a free 30 minute callOr call us on (02) 5926 2168