2.6x
Follow-up speed
Median time from enquiry received to first human response, measured before and after the nurture build.
Growth system
The ad spend was working. Everything after the click was not. We rebuilt the journey so every lead could be traced end to end.
Book an auditClient
Withheld, B2B services
Sector
Professional services
Engagement
Audit, rebuild, tracking, nurture
Duration
12 weeks to live system
Follow-up speed
Median time from enquiry received to first human response, measured before and after the nurture build.
Campaign visibility
Share of paid and organic spend that could be traced to a named enquiry once tracking was rebuilt.
Strategy to live
From the first audit session to the full system running in production, across four two-week sprints.
The brief we were given was a request for more leads. The audit said otherwise.
The business was generating enquiries. The problem was what happened to them next. Ads ran in one platform, the website form posted to a shared inbox, the CRM was updated by hand when somebody remembered, and the monthly report was assembled from three sources that never quite agreed.
Nobody could answer the only question that mattered: which spend produced work that got signed? Without that, every budget conversation was an argument about opinions, and the fix was always to buy more traffic.
Enquiries landed in a shared inbox with no owner and no response clock.
Campaign spend could not be traced past the click, because no source survived the form submission.
Service pages ranked for the brand itself and very little else.
Three reporting sources disagreed, so the monthly number was negotiated rather than read.
Follow-up depended on individuals remembering, so it stopped whenever they were busy.
So this was not a lead generation project. It was a plumbing project with a lead generation outcome, and that reframing is what made the next twelve weeks worth doing.
We deliberately did not touch the ads in the first month. Changing spend before the tracking is trustworthy just produces a different set of numbers nobody believes. The order below is the whole method: make it measurable, make it findable, make it convert, then make it follow up on its own.
01
Two weeks mapping the real journey, then rebuilding event tracking from the schema up so a single enquiry carried its source all the way into the CRM.
Output
Journey map with drop-off points named
Rebuilt event and conversion schema
Source attribution persisted to CRM record
02
Service pages rebuilt around the problems buyers actually search for, with an internal linking structure that gave each one a reason to exist.
Output
Keyword to page architecture
Rewritten service and location pages
Structured data and technical fixes
03
One clear next step per page, a form that asked only what sales genuinely needed, and a confirmation flow that set expectations about response time.
Output
Simplified enquiry form and qualifying fields
Consistent CTA hierarchy sitewide
Confirmation and expectation setting flow
04
Ownership assigned on arrival, a response clock with escalation, and a nurture sequence for the enquiries that were real but not ready yet.
Output
Auto assignment and response SLA
Escalation before an enquiry goes cold
Segmented nurture for long cycle buyers
Faster median follow-up on inbound enquiries
Of spend traceable to a named enquiry
More qualified enquiry starts from organic
Reporting view, replacing three that disagreed
In their words
Director. Name withheld pending approval.
How this was measured. Figures compare the twelve weeks before the engagement began with the twelve weeks after the system went live. Follow-up speed is median time from enquiry received to first human response. Traceability is the share of recorded spend that resolves to a named enquiry in the CRM. Windows and definitions still to be confirmed with the client.
Every account, repository and document sits in the client name. The tracking schema is documented well enough that a future agency or an internal hire can extend it without reverse engineering our decisions, and the automation has a human approval point at each branch rather than a black box that quietly does the wrong thing at scale.
We stayed on for a defined improvement cycle after launch, watching the first full reporting month, tuning the nurture timing, and fixing the two things live traffic exposed that no amount of planning would have caught. Then we handed over the keys.
The next constraint for this business is no longer marketing. With the demand side finally visible, the bottleneck moved to how fast proposals go out, which is a different project, and an honest thing to say at the end of a case study.
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