Starting point

The account was running but bringing in no clients. Ads bid on searches like “nutrition plan” - people who wanted to know something, not people who wanted to book someone. Half a million impressions produced exactly one enquiry in just over three months.

What was done

• Moved keywords from informational to buying intent and pulled the reach-driven Performance Max campaign out of the account.
• Built a dedicated landing page: one offer, one route to an enquiry, no navigation leading away.
• Added a second service line with its own page and its own enquiry route.

Starting point

The month-on-month view looked like a step backwards: conversions in the account fell from 41 to 36. That is exactly how the month would have been reported, and nobody would have questioned it.

What was done

• Checked what sat behind the number. The comparison month included 16 conversions from an action tied to a landing page that had been withdrawn and could no longer fire at all in the new month.
• The comparison therefore ran across two different counters and was invalid. Recalculated on the counter that ran throughout both windows: the actual appointment request.