The problem
A B2B lead generation brand with audiences in the US and Canada and a very long sales funnel, around 90 days. Despite strong brand equity and significant ad investment, they were experiencing severe marketing inefficiency: an unwieldy 100+ campaign structure, poor lead quality, and a paid ROAS barely above 2x. They needed a strategic transformation, not tactical fixes, and brought us in as Fractional CMO to lead the cross-functional turnaround across paid media, organic content, sales enablement and CRM automation.
- 100+ active campaigns with no clear structure — budget was cannibalising itself across overlapping ad groups
- High CPA (~$258 avg) generating large volumes of low-quality enquiries that never converted to bookings
- Paid ROAS of ~2.0x — revenue barely justifying spend, with some months returning less than break-even
- Generic landing pages with no search-intent alignment, leading to high bounce rates and poor lead quality
- Organic content strategy not targeting high-intent search terms or optimised for AI-model discovery
- Sales consultants missing leads due to slow response workflows and misalignment in conversion scripts
- No CRM automation connecting marketing activity to structured sales follow-up
What we did
Paid media overhaul
- Led the PPC team to audit all 100+ campaigns — identified waste, paused underperformers, consolidated to 10 focused campaigns
- Designed new dedicated landing pages with high-converting intent signals for each campaign
- Tightened keyword governance and audience segmentation to attract higher-quality enquiries
Organic and content strategy
- Used search data to identify high-intent terms with booking potential
- Revamped website architecture to align each page with specific search queries
- Optimised all content for AI model visibility (ChatGPT, Gemini, Perplexity) in addition to traditional SEO signals
Sales funnel and CRM automation
- Analysed sales call patterns to identify funnel leaks
- Redesigned consultant response scripts and created automated CRM workflows for lead nurturing
- Implemented urgency-based follow-up sequences and SLA alerts that improved speed-to-response and booking conversion rates
The outcome
| Metric | Before | After | Change |
|---|---|---|---|
| Ad Spend (USD) | $108,001 | $45,814 | −57.6% |
| Revenue (USD) | $72,333 | $279,726 | +286% |
| Bookings | 4 | 9 | +125% |
| Enquiry to Booking (E2B) | 1.0% | 6.3% | +530% |
| ROAS | 0.67x | 6.11x | +812% |
| POAS | 0.13x | 1.20x | +823% |
What we learned
- Ad spend cut by up to 64% while ROAS improved from 0.67x to 6.11x
- 100+ campaigns collapsed to 10 focused, high-intent campaigns
- Average booking value more than doubled in peak months
- Sales funnel automated with CRM workflows — speed-to-response dramatically improved
- Content optimised for AI model discovery (ChatGPT, Gemini, Perplexity)
Performance screenshots
