Every number below came from a live account. No fluff, no vanity metrics, no case studies written by the marketing intern.
High cost per lead from broad keywords. Agents chasing tyre-kickers instead of buyers.
Tightened geo + intent targeting, rebuilt landing pages around specific developments, and installed call + form tracking tied to CRM.
Enquiries tripled while wasted spend dropped 38%. Sales team finally knew which campaigns delivered closable appointments.
Shopping campaigns were bleeding budget into low-margin products. No visibility on profit per SKU.
Restructured PMax and Standard Shopping by margin tier. Added profit-based feed rules and post-purchase value tracking.
Revenue rose 71% on the same ad budget. ROAS hit 5.1x and the brand scaled into two new markets.
Leads looked cheap on paper but rarely converted to demos. Marketing and sales blamed each other.
Built a tracked funnel from Google Ads + LinkedIn through to HubSpot. Scored leads by behaviour and fed only qualified demos to sales.
Cost per qualified demo fell to $43. Sales accepted 4x more leads and pipeline attribution became crystal clear.
Seasonality made campaigns volatile. OTA commissions were eating margin.
Launched demand-gen and search campaigns with dynamic rate messaging. Integrated booking engine conversion data.
Direct bookings increased 33% year-over-year with a 48% lower cost per booking than OTA-driven traffic.
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