01 / Behind the approach
The decision behind the approach
Use product intent, export-market fit and sales feedback to assess enquiries beyond the initial form.
02 / Behind the approach
The scope at a glance
- Account Diagnosis and Waste Cleanup
- Search and Audience Rebuild
- Lead Qualification System Build
- Optimisation, ABM Layer, and Scale
01 / Audience
Agree who the campaign needs to reach.
Define the useful customer or account before choosing a message. Include practical exclusions, geography and the product or service the business can actually deliver.
- Review search intent, service fit and the locations or markets the business actually serves.
- Name the customer problem and offer.
- Confirm availability and service coverage.
- Agree the outcome that makes a response useful.
The working decision
Agree who the campaign needs to reach.
Name the customer problem and offer.
02 / Experience
Carry the same promise through the click.
Pair each meaningful message with a destination that explains it. Test the mobile route from the advert to an enquiry, order or evaluation without losing the original context.
- Give each relevant search a clear explanation of the offer and a suitable enquiry route.
- Review approved creative and product facts.
- Check the destination and its next action.
- Pass useful context to the team handling responses.
The working decision
Carry the same promise through the click.
Review approved creative and product facts.
03 / Decisions
Use business feedback to decide what comes next.
Review response quality alongside spend. Keep a record of what was tested, what changed and whether later outcomes support expanding, revising or stopping that idea.
- Review query quality and lead outcomes together, using reliable later-stage data where available.
- Use the same outcome definition across comparisons.
- Separate attributed activity from additional demand.
- Account for stock, capacity and fulfilment.
The working decision
Use business feedback to decide what comes next.
Use the same outcome definition across comparisons.
03 / Behind the approach
How the approach fits together
1. Map demand to the offer
Review search intent, service fit and the locations or markets the business actually serves.
2. Align the campaign and landing page
Give each relevant search a clear explanation of the offer and a suitable enquiry route.
3. Optimise with sales feedback
Review query quality and lead outcomes together, using reliable later-stage data where available.
04 / Behind the approach
What to measure
- Cost per qualified enquiry: stated ad spend divided by accepted enquiries.
- Qualification rate: accepted enquiries divided by reviewed enquiries.
- Sales progression: movement beyond the initial contact.
Report the observation period, the source of each measure and any changes to the way data was collected. Compare like with like before treating a difference as improvement.
Is a lower cost per lead always an improvement?
No. Lower-cost enquiries can be less relevant. Compare qualification, sales progression and the cost of reaching a useful opportunity.
Change several variables together?
Group changes deliberately. If the audience, offer and destination all change, report the result as a combined intervention rather than crediting one element.
Increase spend when response volume rises?
Review the quality and cost of the completed outcome first. The team also needs the capacity to respond and deliver what the campaign promises.
Cost per qualified enquiry
stated ad spend divided by accepted enquiries.
The included spend and cost records, reconciled with the specifically defined customer outcome.
Qualification rate
accepted enquiries divided by reviewed enquiries.
CRM qualification, meeting or booking records for the agreed audience.
Sales progression
movement beyond the initial contact.
CRM qualification and stage history, checked against the receiving team’s outcome records.
05 / Behind the approach
Discuss the project in context
Our team can explain the project scope, the measurement approach and what supporting material can be shared. A useful comparison starts with your current journey, operating conditions and business priorities.
06 / Behind the approach
When this approach is relevant
Use this as a starting point when the obstacle and operating conditions resemble your own. The first discussion should establish whether the underlying cause is similar and whether the required information and delivery capacity are available.
Audience & offer brief
The intended customer, exclusions, message and reason for the selected next action.
Creative-to-page map
Which destination supports each message and what information the visitor needs there.
Test log
The hypothesis, change dates, budget scope and decision criteria.
Outcome reconciliation
How platform responses connect with accepted enquiries, customers or fulfilled orders.
Before we start
Questions about the approach
How should I read this case study?
This is a published project story. Discuss the project context, measurement and supporting material available to share with our team before comparing it with your business.
Is a lower cost per lead always an improvement?
No. Lower-cost enquiries can be less relevant. Compare qualification, sales progression and the cost of reaching a useful opportunity.
Can the same approach work for our business?
The sequence may be useful, but it needs to fit your product, audience, systems and buying journey. We begin with the problem and the available evidence before proposing the scope.
What should we bring to the first conversation?
Your website, the target market and a short explanation of the obstacle are a useful start. Bring existing reports if available; access and any sensitive records can be discussed through the appropriate process.
