Case Study 1: Premium DTC Brand

Reduced cost per purchase by ~80–90% and rebuilt a scalable acquisition engine

Client type: Premium DTC brand selling physical products (U.S.)
Constraints:

• Paid spend was not profitable at scale, CAC was volatile week to week

• Conversion tracking was noisy (multiple events counted as “conversions”)

• Search traffic mix included a lot of low-intent queries

• Creative and landing pages were not aligned to shopper intent

What changed:

• Rebuilt conversion tracking so bidding optimized to real purchases (not micro-events)

• Re-structured Google Ads to separate brand vs non-brand, and segment by intent

• Implemented a weekly search term and negative keyword process to reduce waste

• Tightened ad messaging and landing page match (trust, proof, clarity near CTA)

Outcomes (measured over ~6–10 weeks):

• Cost per purchase improved ~80–90% (approximately a 5–10x improvement)

• Conversion rate increased ~2–4x after removing low-intent traffic and improving match

• Wasted spend reduced ~20–35% through query clean-up and structure changes

 

Case Study 2: Healthcare / Multi-Location Provider

Improved cost per qualified lead and reduced low-quality lead volume

Client type: Multi-location healthcare services organization
Constraints:

• Competitive market with high CPCs and strict lead quality requirements

• High lead volume, but low conversion to intake because of poor-fit inquiries

• Limited clarity on which service lines and locations were driving ROI

• Tracking was not aligned to “qualified” outcomes

What changed:

• Defined “primary conversions” around qualified intent (not raw form submits)

• Segmented campaigns by service line and location, with tighter geo controls

• Rebuilt landing page flows to clarify eligibility and reduce low-fit submissions

• Built reporting around cost per qualified lead and intake conversion signals where available

Outcomes (measured over ~60–90 days):

• Cost per qualified lead improved ~25–45% (varied by service line)

• Qualified lead rate increased ~30–70% by filtering low-fit traffic and improving screening

• Geographic waste reduced ~15–30% through location targeting, exclusions, and query controls

 

Case Study 3: High-Competition Local Service Business

Cut irrelevant spend fast, improved booked-call efficiency

Client type: High-competition local services business
Constraints:

• Spend leakage from irrelevant searches and “research intent” traffic

• Call tracking and attribution were incomplete, conversions were undercounted or inconsistent

• Campaign structure did not map cleanly to services, locations, or real buying intent

• Leads were coming in, but booked jobs were inconsistent

What changed:

• Fixed call tracking and conversion integrity (deduplication, correct counting)

• Rebuilt campaign structure by core service and intent, added guardrails by location

• Implemented a disciplined search terms and negative keyword process

• Improved ad extensions, call-focused messaging, and landing page clarity for high-intent searches

Outcomes (measured over ~4–8 weeks):

• Irrelevant query spend reduced ~30–55% within the first month

• Cost per booked call improved ~20–40% after query clean-up and tracking fixes

• Call conversion rate increased ~15–35% from better intent alignment and messaging

 

Case Study 4: Complex B2B / Longer Sales Cycle

Made marketing measurable, improved cost per qualified conversation and pipeline clarity

Client type: Complex B2B or high-consideration service business (longer sales cycle)
Constraints:

• Multiple touchpoints before conversion, attribution was unclear

• Leadership wanted proof of pipeline impact, not clicks or form fills

• Lead quality varied widely, sales team time was being wasted

• No consistent view of which channels produced high-fit opportunities

What changed:

• Rebuilt measurement around meaningful milestones (qualified inquiry, sales-accepted lead, opportunity)

• Tightened channel strategy to focus on high-intent capture and high-fit audiences

• Improved landing page qualification and messaging by buyer use case

• Built an executive KPI view tied to pipeline progression, not vanity metrics

Outcomes (measured over ~90–120 days):

• Cost per qualified conversation improved ~20–35% by reallocating spend to higher-fit sources

• Higher sales efficiency (fewer unqualified meetings, improved fit in booked calls)

• Pipeline visibility improved from “unclear attribution” to tracked stages and reporting by source

 

What These Examples Have in Common

 

Across industries, performance improves when you fix the same core issues:

• Tracking integrity (stop training platforms on noisy conversions)

• Campaign structure (separate intent; protect brand; reduce waste)

• Message match (query → ad → landing page alignment)

• Decision-grade reporting (qualified leads, CAC, revenue—not impressions)

Want Results Like This? Start with an Audit

Most engagements start with a short diagnostic so we can identify:

• tracking gaps and inflated conversions

• wasted spend (search terms, match types, geo issues)

• structural limits preventing scaling

• Performance Max cannibalization or misalignment

• conversion bottlenecks on landing pages

 

Next step: Book a short call and I’ll recommend the right-sized first project—whether that’s an audit, a strategic plan, or fractional CMO support.

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