Case Studies
How I Diagnose Performance Problems
Structured thinking across paid media, lead quality and conversion performance.
From More Leads to Better Leads
Business Challenge: Lead volume was high, but lead quality and conversion rate were weak.
Diagnosis: CPL alone was hiding the real issue. Search intent and form quality needed to be reviewed.
Actions: Shifted measurement toward Cost per Qualified Lead, improved keyword quality, added negative keywords and simplified the lead form.
Conversion Rate
+
0
%
Qualified Lead Rate
+
0
%
Good Traffic, Falling Conversion
Business Challenge: Traffic and CTR were healthy, but conversion performance deteriorated
Diagnosis: Creative fatigue and an offer/landing-page mismatch were reducing conversion efficiency.
Actions: Refreshed creative direction and improved landing-page alignment.
CPA
-
0
%
ROAS
+
0
%
More Leads, But Too Few Qualified Customers
Business Challenge: Meta Ads generated a steady volume of messages, but many inquiries were price shoppers or unsuitable for the clinic’s services.
Diagnosis: Campaign optimization was focused on message volume rather than qualified-lead quality. Creative messaging, audience intent and sales feedback were not being connected back to campaign decisions.
Actions: Define qualified-lead criteria, track Cost per Qualified Lead (CPQL), segment creatives by treatment intent, test higher-intent lead forms, and create a weekly feedback loop between marketing and sales.
Target CPQL Improvement
-
0
%
Target Qualified Lead Rate
+
0
%
Google Ads CPL Rising Despite Stable Lead Volume
Business Challenge: A condominium project continued receiving leads, but Google Ads CPL and lead quality deteriorated month over month.
Diagnosis: Possible causes included lower-intent search terms, location mismatch, landing-page friction and conversion-quality issues. Bidding changes would be postponed until the root cause was supported by data.
Actions: Classify search terms by intent, add evidence-based negative keywords, review location and device performance, check landing-page conversion friction, validate conversion tracking, and compare qualified leads by campaign.
Target CPQL Improvement
-
0
%
Target Qualified Lead Share
+
0
%
Too Dependent on OTAs and Too Few Direct Bookings
Business Challenge: A boutique hotel had healthy occupancy through OTAs but paid high commission and generated too few direct website bookings.
Diagnosis: Branded and high-intent hotel searches were not fully captured, direct-booking benefits were unclear, and booking-engine conversions were not measured consistently.
Actions: Build brand and high-intent Google Search campaigns, improve direct-booking value propositions, verify booking-engine tracking, remarket to website visitors, and optimize toward Cost per Direct Booking rather than traffic alone.
Target Direct-Booking Share
+
0
%
Target Cost per Booking
-
0
%
Plenty of Course Leads, Weak Enrollment
Business Challenge: An education provider generated many leads for professional courses, but too few prospects completed enrollment.
Diagnosis: Marketing was optimized to CPL while the real constraint was further down the funnel: lead intent, course-message fit and follow-up speed.
Actions: Track Lead → Qualified Lead → Consultation → Enrollment, separate campaigns by course intent, strengthen offer clarity, add lead qualification questions, and measure sales follow-up response time.
Target Lead-to-Enrollment Rate
+
0
%
Target Cost per Enrollment
-
0
%
Strong Social Engagement, Weak Bookings and Orders
Business Challenge: A restaurant received strong engagement on Meta content, but online reservations and direct orders remained low.
Diagnosis: Engagement-focused campaigns were attracting attention without sufficient purchase intent, while the reservation and ordering journey had too much friction.
Actions: Separate awareness from conversion campaigns, retarget menu viewers and engaged audiences, improve offer-to-landing-page consistency, track reservation/order events, and optimize around Cost per Booking / Order.
Target Booking Conversion Rate
+
0
%
Target Cost per Booking
-
0
%