Every number below came out of the client's own dashboard, over a defined window, with the baseline stated. Where we can't name the client, the category is real.
Inherited a 340-campaign Meta account optimising to add-to-cart. Consolidated into six funnels, moved the conversion event to purchase, and rebuilt the product page around a single objection.
Site had 400 blog posts and no bottom-funnel coverage. We pruned 180, rebuilt architecture around 12 topic clusters and shipped 90 comparison and use-case pages.
Server-side GA4 plus offline conversion imports from the CRM exposed that brand search was being credited with demand generated by YouTube. Budget shifted accordingly.
Traffic dropped 61% overnight. Diagnosis: thin location pages and missing author credentials on medical content. Rebuilt E-E-A-T signals and consolidated 200 doorway pages.
Session replay showed 71% abandoning at the income-proof upload step. Split the form into three screens with progress saving and added a document-free pre-approval path.
Messaging rebuilt around compliance and lead times rather than price. New capability pages, a technical spec library and 14 sales-enablement assets.
Split Performance Max by margin tier, fed in offline booking values and excluded brand traffic. Spend held flat, contribution margin nearly doubled.
Faceted navigation was generating near-infinite crawl paths. Implemented parameter rules, canonical logic and a static hub structure for high-intent filters.
Twelve short-form formats tested monthly on organic, winners promoted into paid. Creative refresh cycle dropped from six weeks to nine days.
We'd been burned twice before. What made this different was that in the first month they told us to stop doing something we were paying them for. You don't forget an agency that argues against its own invoice.