Client background
PLACEHOLDER — Describe the client (or an anonymised version): business type, location/service area, team size, main services and what they wanted from paid ads.
The challenge
PLACEHOLDER — Explain the starting situation in plain terms — e.g. very expensive clicks and intake overwhelmed by unqualified calls. Include what had been tried before and why it was not working.
Campaign structure
- PLACEHOLDER — Campaign 1 — name, objective and why it exists
- PLACEHOLDER — Campaign 2 — name, objective and why it exists
- PLACEHOLDER — Budget split and how it was decided
Targeting
PLACEHOLDER — Locations, radius, audiences, keywords/match types or interests used — and what was deliberately excluded.
Ad strategy
PLACEHOLDER — Offer, messaging angles, creative formats, extensions/assets and the landing page or form used.
Tracking & measurement
PLACEHOLDER — Conversion actions tracked (calls, forms, bookings), tools used (GTM, GA4, Enhanced Conversions, CAPI, CRM import) and how lead quality was verified.
Optimization
- PLACEHOLDER — Week 1–4: what you watched and changed
- PLACEHOLDER — Month 2: what the data showed and the adjustments made
- PLACEHOLDER — Month 3+: how the account was scaled or refined
Before & after metrics
| Metric | Before | After |
|---|---|---|
| Cost per lead | — | — |
| Monthly qualified leads | — | — |
| Conversion rate | — | — |
| Ad spend / month | — | — |
Screenshots
Key lessons
- PLACEHOLDER — Key lesson #1
- PLACEHOLDER — Key lesson #2
- PLACEHOLDER — Key lesson #3
Key takeaway
PLACEHOLDER — One-sentence takeaway another business owner in this industry should remember.
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