Anonymised client engagement
Connecting paid campaigns to a clearer enquiry journey
Meta and Google campaigns reorganised around intent, message clarity and trackable enquiry actions.
01
The challenge
Campaign messages were broad and sent different audiences into the same generic journey.
Creative did not make the service, location and next step clear enough at a glance.
Reporting focused on clicks without consistently tying them back to calls, WhatsApp or forms.
02
Strategy and approach
Separate high-intent search demand from discovery-led social audiences.
Match each ad group with a focused message and direct enquiry path.
Review search terms, creative response and lead quality together—not as isolated metrics.
03
Work delivered
04
Measured outcomes
Clarity
Campaigns were organised by intent, offer and audience instead of one broad setup.
Attribution
Calls, WhatsApp clicks and form submissions were mapped to campaign sources.
Optimisation
Budget decisions could use lead quality alongside platform conversion data.