Professional services firm grows qualified leads by 280% — at €47 per lead vs €180 industry average
A specialist firm with zero digital presence was entirely dependent on referrals. When a key referral partner retired, revenue dropped 30% in 3 months. We built a Google Ads strategy and conversion funnel that reversed the decline within 4 months.
The Challenge
Our client had operated exclusively on referrals for over 12 years. When a key referral partner retired, monthly revenue dropped 30% within 3 months. They had a static website with zero organic traffic, no Google presence, no analytics, and competitors occupying every top position for their core keywords.
- 100% revenue dependent on referrals — no digital acquisition channel
- Revenue dropped 30% within 3 months after key referral partner retired
- Website with 0 organic traffic and no conversion elements
- No Google Business Profile, no reviews, no structured data
- Competitors occupying all top positions for every target keyword
- No tracking in place — no way to measure what was working
Our Solution
Competitive Analysis & Keyword Research
Audited 6 competing firms' Google Ads strategies using specialist tools. Identified 80+ high-intent keywords segmented by service area and buyer intent stage, including 200+ negative keywords to prevent wasted spend.
Landing Page Design & CRO
Built dedicated landing pages for each service line with clear value propositions, trust signals (credentials, process, social proof), a primary CTA (book consultation), and phone call tracking via Google Tag Manager.
Google Ads Campaigns
Launched Search campaigns with exact and phrase match keywords, ad schedule targeting peak search hours, geographic targeting, and 3 ad variants per ad group for A/B testing. Started with a controlled daily budget and scaled as ROAS improved.
Conversion Tracking & Analytics
Implemented full GA4 + GTM setup: form submission events, phone call conversions, session recording with Hotjar, and a real-time dashboard reporting leads, cost per lead, and channel attribution.
Meta Retargeting & Monthly Optimisation
Added Meta retargeting for website visitors who did not convert, targeting with a free consultation offer. Monthly optimisation cycles: keyword bid adjustments, negative keyword expansion, landing page iteration based on heatmaps.
Results
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