Representative case studies

A home-improvement installer was spending steadily on Google Ads but could not tell which campaigns produced booked surveys versus wasted clicks. Cost per enquiry was rising and confidence in the channel was falling.

We restructured the account around genuine local intent, rebuilt conversion tracking so that only booked surveys counted, and shifted budget away from broad, low-quality terms toward high-intent searches. Landing pages were rewritten to match each campaign's promise.

Over successive optimisation cycles the proportion of spend reaching qualified searches rose sharply, and the volume of booked surveys increased while cost per survey fell. The client regained a clear line of sight between spend and outcomes.

Accurate conversion tracking changes everything. Once the account optimised toward real booked work rather than raw clicks, sensible budget decisions became obvious.

A professional-services firm relied heavily on referrals and had little predictable inbound demand. Their website attracted visitors but few turned into genuine enquiries, and there was no clear measurement in place.

We mapped the questions prospects ask at each stage of their decision, built content and search campaigns around that intent, and created focused landing pages for their highest-value services. Analytics were rebuilt so the team could see which topics drove real enquiries.

Qualified enquiries grew substantially over the engagement as the firm captured demand it had previously been invisible to. Just as importantly, leadership could finally see which activity produced pipeline.

For considered B2B purchases, matching content to real buyer questions consistently outperforms generic promotion. Measurement made the strategy defensible.

An online retailer had scaled paid social quickly but watched profitability erode. Reporting focused on reach and clicks rather than contribution, so nobody could say whether the spend actually paid.

We rebuilt event tracking to measure genuine purchases, restructured campaigns around margin rather than volume, and introduced disciplined creative testing. Underperforming audiences were paused and budget was concentrated where returns held up.

Return on ad spend improved meaningfully once campaigns optimised toward profitable sales, and the retailer gained a testing routine that keeps creative fresh without runaway costs.

Scaling before measurement is in place hides problems. Tying spend to margin, not just revenue, is what makes social advertising sustainable.

A software company was acquiring trial sign-ups at a cost that made payback difficult, and many trials never became suitable prospects. The team suspected they were paying for the wrong users.

We tightened targeting toward audiences resembling their best customers, reworked the trial landing experience to set clearer expectations, and connected downstream qualification data back into the ad platforms so optimisation favoured quality over quantity.

The cost of acquiring a qualified trial fell as spend moved toward users more likely to fit the product, improving the efficiency of the whole funnel without simply cutting volume.

Optimising to a sign-up is not the same as optimising to a good customer. Feeding quality signals back into campaigns aligns spend with real value.