Solving business challenges
through smarter marketing.

Initial diagnosis

• Broad keywords attract consumer and job-related searches.
• All forms and calls count as conversions, irrespective of commercial intent.
• Landing pages do not address freight and distribution requirements.

Strategy & execution

1. Rebuild around commercial intent

   Segment campaigns into commercial freight, dedicated delivery, and warehousing/distribution. Add negative keywords for jobs, careers, personal moving, and unsupported freight, and refine geography.

2. Qualify at conversion

   Capture company name, shipment type, commercial volume, pickup/delivery locations, and service requirements while keeping the form concise.

3. Connect CRM outcomes

   Define unqualified leads, MQLs, and SQLs. Use GCLID-based attribution and offline conversion imports for qualified outcomes, with appropriate consent and data hygiene.

4. Reallocate using sales signals

   Reduce spend on low-quality queries and prioritise services and locations producing sales conversations. Use qualified outcomes to inform bidding when sufficient volume is available.

Comparable 30-day periods

Baseline versus a stabilised 30-day period after optimisation. values.

Business impact

The campaign generated 44 sales-qualified leads per month, up from 24—20 additional qualified opportunities, an 83% increase, without increasing the $6,000 monthly ad budget. Cost per qualified lead fell from $250 to approximately $136, a 45% reduction. The share of enquiries qualifying for sales rose from 30% to 62%, giving the sales team a more commercially relevant pipeline even as total enquiries fell from 80 to 71.

Initial diagnosis

• Generic headline with weak alignment to the advertisement.
• An eight-field enquiry form asks for unnecessary information.
• Reviews and project photos appear far below the first CTA.
• Heavy hero imagery slows mobile pages; trust signals are limited.

Strategy & execution

1. Improve message match

   Use a specific service-and-location headline supported by a clear estimate-request CTA.

2. Simplify the form

   Reduce eight fields to four essential fields, with further project details gathered after the initial enquiry.

3. Strengthen relevant proof

   Surface genuine review excerpts, before-and-after photos, applicable service guarantees, and clear service-area details.

4. Improve mobile usability

   Compress images, reduce unnecessary scripts, improve tap targets, and simplify the mobile layout.

5. Test with a defined metric

   Randomly assign eligible visitors to the original and redesigned pages. Count unique, valid quote enquiries as the primary conversion.

Controlled A/B test comparison

Equal-sized test groups. Cost per lead assumes $7,500 spend for each group.

Business impact

The redesigned landing page generated 76 quote enquiries from 1,200 visitors, compared with 50 enquiries from the same number of visitors on the original page. That delivered 26 additional quote opportunities and a 52% relative improvement in conversion rate. At $7,500 spend per group, cost per lead fell from $150 to $98.68—$51.32 less per enquiry, or a 34% reduction—improving acquisition efficiency without additional traffic.

Initial diagnosis

• Service information is scattered across poorly connected pages.
• Important customer questions lack direct answers.
• Business listings and service descriptions are inconsistent.
• Independent evidence of completed work is limited.
• Structured data does not consistently describe services, locations, and business information.

Strategy & execution

1. Set a repeatable baseline

   Monitor a fixed set of 40 non-branded prompts covering recommendations, comparisons, pricing questions, and service-area queries.

2. Create answer-focused content

   Explain services, pricing considerations, project timelines, exclusions, and decision criteria directly on service pages.

3. Strengthen entity consistency

   Standardise business profiles, citations, descriptions, contact details, and location information.

4. Build proof and credibility

   Add detailed project case studies, authentic testimonials, project imagery, service-specific FAQs, and relevant third-party mentions.

5. Improve discoverability

   Refine internal links, hierarchy, crawlability, and appropriate LocalBusiness and Service structured data. Treat markup as a clarity aid, not a citation guarantee.

6. Monitor under controlled conditions

   Repeat the same prompt set using controlled location, account, and testing conditions. Track both brand mentions and website citations.

Fixed-prompt visibility measurement

baseline and final values; 40 fixed prompts per measurement period.

Business impact

The work demonstrates a possible relationship between stronger content, clearer brand information, and improved AI discoverability. Organic clicks are a useful supporting signal.

Initial diagnosis

• Leads enter disconnected systems and require manual handling.
• Ownership and follow-up are inconsistent.
• Marketing channels are difficult to connect to completed sales.

Strategy & execution

1. Phase 1 · Data integration

   Connect sources via webhooks, supported APIs, and scheduled synchronisation where needed. Standardise contact details, source, campaign, requested service, and timestamps.

2. Phase 2 · Qualification and assignment

   Use rule-based scoring, location checks, duplicate detection, and automatic assignment. Notify sales immediately about high-priority enquiries.

3. Phase 3 · Customer follow-ups

   Send acknowledgements and appointment reminders through approved channels. Stop sequences on reply, opt-out, or the relevant CRM status.

4. Phase 4 · Revenue tracking

   Connect sales outcomes to original enquiries, reporting source, appointments, quote value, completed sales, and revenue attribution.

5. Phase 5 · Monitoring and reliability

   Add error alerts, retry logic, duplicate protection, failed-workflow logs, and manual review queues to limit lead loss during API failures.

Comparable monthly funnel results

30-day periods with 120 unique leads in each period.

Business impact

Assuming a constant $2,500 average completed job value, modelled monthly closed sales value rises from $20,000 to $27,500: an increase of $7,500, or 37.5%.