Worked Scenarios, Not Borrowed Logos
Our client work sits under NDA, so we do not publish names, screenshots, or result numbers. What follows instead are four illustrative scenarios — representative situations, the diagnosis we would run, the channel plan, and the numbers we would hold ourselves to.
Please Read This Before the Scenarios Below
A lot of agency case study pages are built from numbers nobody can check. We are not going to do that. Every engagement we run is covered by a confidentiality agreement, and we do not have client permission to publish account data, screenshots, brand names, or logos. Rather than dress up invented figures as proof, we have written out the kind of situations we are asked to fix and how we would approach them.
So, to be explicit about what the next four sections are and are not:
- They are composite, hypothetical scenarios written to show method, not history.
- No business described below is a real client, and no name, logo, or quote appears anywhere on this page.
- Every figure shown is illustrative and labelled as such. None of it is a past result and none of it is a promise.
- What is real is the structure — the diagnosis, the channel plan, the tracking, and the reporting cadence are exactly how we run an engagement.
- If you want numbers about your own business, the free review produces those — from your accounts, not ours.
A Multi-Clinic Healthcare Practice Across One City
Four clinics in the same metro, one shared phone number, and a marketing spend nobody could attribute to a single appointment.
The Situation
Appointments come mostly from walk-ins and word of mouth. One Google Business Profile covers the head office only; the other three branches are either unclaimed or duplicated. A single landline is printed on every asset, so nobody knows which branch or which channel produced an enquiry. Meta ads run occasionally when a branch feels quiet.
What the Diagnosis Finds
Near-me searches dominate demand in this category, and three of the four branches are invisible for them. Reviews are thin and unanswered. The site has one generic services page rather than a page per location and per treatment, so there is nothing for a local query to rank. No call tracking means the busiest channel is entirely unmeasured.
The Channel Plan
Local SEO first: claim and complete all four profiles, remove duplicates, build a location page per branch with its own doctors, timings, and directions, and start a steady review request process. Google Search ads run only on high-intent treatment terms, geo-fenced tightly per branch. A separate tracked number per location goes live in week one.
Before — illustrative
Enquiries Nobody Can Attribute
- Branches findable in maps
- 1 of 4
- Calls attributed to a branch
- None
- Location landing pages
- 0
- Cost per appointment
- Unknown
After a quarter — illustrative
A Number Against Every Branch
- Branches findable in maps
- 4 of 4
- Calls attributed to a branch
- Tracked
- Location landing pages
- 4 + treatments
- Cost per appointment
- Reported monthly
Illustrative scenario. The figures above describe the shape of the change we aim for, not a measured outcome from any client account. A realistic first-quarter range for a practice in this position is a meaningful lift in map-pack visibility for the previously invisible branches and, for the first time, a per-branch cost per appointment — how large that lift is depends on competition in your city, review volume, and how quickly the front desk answers.
A D2C Brand Trying to Scale Paid Social
Meta ads were profitable at a small budget and stopped being profitable the moment spend went up. A very common shape.
The Situation
A homegrown brand selling through its own Shopify or WooCommerce store plus a marketplace listing. One broad Meta campaign carries almost all the spend, with the same three creatives running for months. Return on ad spend was acceptable at a modest daily budget and fell sharply when the budget was doubled before a festival push.
What the Diagnosis Finds
Creative fatigue rather than an audience problem: frequency is high and click-through has been sliding for weeks. There is no prospecting and retargeting split, so the campaign is buying back people who would have returned anyway and the reported return is flattered. The product feed is incomplete, and the pixel fires on page view but not on add-to-cart or purchase value.
The Channel Plan
Rebuild tracking first so purchase value and add-to-cart are reported with the server-side API, not just the browser pixel. Split prospecting from retargeting with separate budgets and separate targets. Move to a creative production rhythm of several new concepts a month, each tested against a control. Fix the catalogue feed and add a shopping campaign. Scale budget in steps, holding cost per acquisition as the constraint.
Before — illustrative
One Campaign Doing Everything
- Campaign structure
- 1 broad
- New creatives per month
- 0–1
- Purchase value tracked
- No
- Prospecting vs retargeting
- Mixed
After a quarter — illustrative
Scaling With a Ceiling You Can See
- Campaign structure
- Split by intent
- New creatives per month
- 6–8
- Purchase value tracked
- Server-side
- Prospecting vs retargeting
- Reported apart
Illustrative scenario, not a client result. Honest expectation setting for a brand in this position: the first month usually makes the reported return look worse, because separating retargeting stops it taking credit for repeat buyers. The useful outcome is a true blended cost per acquisition you can scale against — and the honest answer is that some products simply cannot absorb higher spend at a profitable price, which the rebuilt tracking will tell you within a few weeks.
A B2B Manufacturer Getting Enquiries That Go Nowhere
Plenty of form fills, almost no qualified buyers. The problem is usually upstream of the form.
The Situation
An industrial components manufacturer selling to procurement teams, with a long sales cycle and a high order value. The website ranks for the product category name and gets a steady trickle of enquiries, but the sales team says most are students, job seekers, resellers, or buyers looking for quantities far below the minimum order.
What the Diagnosis Finds
The pages that rank target generic informational terms rather than specification-led buying terms. Nothing on the site states minimum order quantity, certifications, lead times, or the industries served, so unqualified visitors have no reason to self-select out. The enquiry form asks for name, email, and a message only. Nothing is passed into the CRM, so no channel can ever be tied to a won order.
The Channel Plan
Rebuild content around specification and application queries, with a page per product grade and per industry served. State minimum order, certifications, and lead times openly. Add qualifying fields to the form. Run Google Search ads on narrow, high-intent technical terms with aggressive negative keywords, plus LinkedIn for the named accounts worth pursuing. Push leads into the CRM with source attached and import closed-won back into GA4.
Before — illustrative
Volume With No Qualification
- Enquiry quality signal
- None
- Specification pages
- 1 catalogue PDF
- Source on CRM record
- Blank
- Channel tied to revenue
- No
After two quarters — illustrative
Fewer Enquiries, Better Ones
- Enquiry quality signal
- Qualified flag
- Specification pages
- Grade + industry
- Source on CRM record
- Always set
- Channel tied to revenue
- Closed-won import
Illustrative scenario. Note the direction of travel we would expect and would warn you about in advance: total enquiry count often falls in this situation, because qualification is working. A realistic range for a manufacturer with a long cycle is two to three quarters before closed revenue can be attributed with any confidence — anyone promising attributable B2B revenue in month one has not looked at your sales cycle.
A Real Estate Project Launch on a Fixed Window
A finite inventory, a launch date that cannot move, and a category where cost per lead is brutal.
The Situation
A residential project with a defined number of units, a launch weekend, and a site visit as the real conversion event. Portals deliver bulk leads at a fixed rate, the sales team complains they are recycled, and the developer's own channels contribute a small and unmeasured share. Budget is front-loaded into a short window.
What the Diagnosis Finds
The measured event is the form fill, not the site visit, so every channel is judged on the cheapest possible action and the portal looks best. Response time to a new lead is measured in hours, which in this category is fatal. There is no landing page of the developer's own — traffic lands on a generic corporate site — and no retargeting of people who watched the walkthrough video.
The Channel Plan
Move the success metric to booked site visits and report cost per site visit by source, portals included. Build a dedicated project landing page with floor plans, price band, and location, in English and the local language. Run Meta for reach and video views, Google Search for locality and project-name intent, and retarget video viewers hard. Wire an instant WhatsApp acknowledgement and a call within minutes, not hours.
Before — illustrative
Judged on the Cheapest Click
- Success metric
- Form fills
- First response time
- Hours
- Project landing page
- None
- Cost per site visit
- Not measured
Through the launch — illustrative
Judged on Site Visits
- Success metric
- Booked visits
- First response time
- Minutes
- Project landing page
- Bilingual
- Cost per site visit
- By source
Illustrative scenario, not a past campaign. Realistic expectation: cost per lead almost always rises when you switch the target from form fills to booked site visits, and cost per site visit is the number that should fall. In a competitive metro launch, a workable outcome is knowing within two weeks which sources produce visits that show up — and having the confidence to cut the ones that do not, mid-launch.
What We Measure, Whatever the Scenario
The four situations above look nothing alike, but the reporting discipline behind them is identical. This part is not illustrative — it is what we actually set up.
Set up in week one
The Measurement Baseline
- GA4 events for every form, call, and WhatsApp click
- A written definition of what counts as a qualified lead, agreed with you
- A recorded starting position, so month three has something to be compared against
- Source and campaign stamped onto every lead that reaches your CRM or inbox
Reported every month
The Numbers on the Report
- Qualified leads by channel, not sessions by channel
- Cost per lead and, where the sales cycle allows, cost per closed customer
- What we changed last month and what it did, including the things that failed
- A ranked list of what we intend to do next, and why that order
Depends on your setup
Added Where It Fits
- Call tracking numbers per branch or per campaign
- Offline conversion import, so a closed deal flows back to the ad platform
- Server-side event tracking for ecommerce purchase value
- A live dashboard you can open any day, not just on report day
Deliberately absent
What We Will Not Report
- Impressions and reach presented as an achievement
- Follower counts with no line to an enquiry
- Keyword rankings for terms nobody searches with intent to buy
- A result attributed to us that would have happened anyway
Skip the Scenarios — Get a Review of Your Own Numbers
Everything above is a worked example. The only numbers worth acting on are the ones sitting in your own accounts, and we will go through those with you at no cost. We look at your website, your Google Business Profile, whatever is running in your ad accounts, and what your competitors are doing in your city.
You get a written summary of what we found, which of these four patterns your business most resembles, what we would do first, and roughly what it would cost. If the honest answer is that you do not need an agency yet, we will tell you that instead.
Tell Us What Is Actually Happening
Describe your situation in a sentence or two and we'll tell you honestly whether we can help — free, and with no obligation.