Providing tangible results instead of clicks and impressions

Situation

A balcony and terrace glazing company approached me with concerns about a digital marketing proposal they received. The offer promised a set number of clicks and impressions for a fixed price, aiming to increase their B2C customer base. While the cost-per-click seemed reasonable, the proposal lacked any accountability for actual leads, calls, or conversions—just clicks for money.

Recognizing the flaw in this approach, I advised them that without proper tracking, they would never know if the campaigns were truly driving business growth. They needed a strategy that focused on measurable results, not just web traffic.

Solution

I proposed a complete overhaul of their digital advertising strategy, starting with proper conversion tracking and a focus on Google Ads campaigns tailored to their specific products. To maximize results, I:

• Set up conversion tracking to measure real outcomes like form submissions and phone calls.
• Created dedicated landing pages optimized for conversions.
• Designed targeted Google Ads campaigns to attract high-intent buyers.

Within a month, the results spoke for themselves—qualified leads started flowing in. As we gathered more data, we refined the campaigns, improving performance and lead quality. Phone call tracking was introduced to further enhance accountability.