About

Every engagement has one owner.

The person who scopes your engagement is the person who runs it, and the person sitting on the call when the findings get explained. One name, all the way through.

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Ankur ShresthaFounder. Scopes every engagement, runs it, and presents the findings.

Who does the work

Caldrin was founded by Ankur Shrestha. He scopes every engagement, runs the measurement, and presents the findings himself. He built Caul, the tool behind every report’s AI-answer checks. Nothing gets delegated out of sight.

The point isn’t size. When you push back on a finding, the person defending it is the person who found it.

How the work is staffed

Nothing changes hands between the call and the delivery.

Ownership sits with the engagement. Whoever scopes yours owns it, and defends what it says when you push back on the call. You’ll have their name before you decide anything. Ask a question in month three and it goes to the person who made that decision, so they can answer without going away to check. Nobody checks with anybody. Hiring changes how many engagements this practice can carry, and it doesn’t change who carries yours.

Four things sit with the same person, so a finding is never explained twice:

The scoping call, which decides what actually gets measured
The audit itself: your Google rankings town by town, and what ChatGPT, Gemini and Google AI Overviews say when a buyer asks
The report, written by the person who pulled the numbers
The call where the findings get explained, by the person who found them

Scope

What this practice takes on, and what it declines.

Capacity is the real constraint here, so the roster stays short on purpose and the scope is settled before anyone signs. That means saying no. Declining the wrong brief is the only way the rest of this holds.

Taken on: high-ticket home services

Foundation repair, waterproofing, crawl space, structural work: businesses where one job runs $5,000 to $200,000 and the buyer researches before calling anyone. The same logic covers other considered purchases, local or B2B, where a shortlist decides the sale.

Taken on: one owner, end to end

We write down what’s in and what’s out before the first invoice, and that’s what gets built. Late additions get quoted or declined rather than absorbed, which is how the work stays with the person who took it on.

Not taken on: content by the yard

Volume content production, and any brief whose measure of success is how much got published. Here the page count comes out of the measurement instead of going into it. If you already know how many you want, you’ve decided the thing we’d be hired to work out.

Not taken on: activity as the deliverable

Channels outside search and AI answers, and retainers whose deliverable is activity rather than a measured change.

Track record

Results here are named, dated and sourced, or they don’t appear.

The measured client outcomes live on the results page, each with the tool and window that produced it. What belongs here is the claim most agencies would bury. We ran an experiment that went wrong, and published it with its control group. Nothing proves a measurement is real like a reading you didn’t want.

A title change we made hurt a client's rankings, and the control group proved it. We rolled it back and published the result.

measured: Luma Creative's homepage average position, 16.8 to 34.5 overnight, and daily impressions, 889 to 538, in Google Search Console, against 34 untouched control pages that moved 0.8.
window: Title changed 31 July 2026 · fall measured 1 August · reverted 10 August
against: The client's own untouched pages: the 9 retitled pages moved 3.1, the homepage alone 18.4, the 34 controls 0.8.

method ↗

What this page is

Nothing here is a measurement, so nothing here is styled as one.

instrument: None. Nothing on this page is a measurement.
what was measured: Who does the work, what the practice takes on, and what it declines.
how: Stated by the founder and published openly, so you can rule us out before spending an hour on a call.
over what window: Current as of the date on this page. The roster and the scope change; engagements already signed do not.
what this cannot tell you: How a practice is staffed is not evidence of a result. Every outcome claim lives on the results page with its instrument, window and source; the one experiment quoted above is there in full.

Talk to the person doing the work.

The audit call is with the person who ran your audit. You keep the report and the data either way.

Get your free audit What is in the report

Free. A short form first, then we run the audit before we ever speak.