A national accounting firm with a growing client base needed to scale their digital marketing efforts to drive new client acquisition while maintaining profitability. Despite significant advertising investment of over $300,000 per month, their digital campaigns were underperforming relative to the spend, and the firm lacked the systems and processes to efficiently manage leads through to conversion.
The firm was spending heavily on digital advertising but not seeing proportional returns. High customer acquisition costs and low conversion rates meant that growth was coming at an unsustainable price point. Their existing marketing infrastructure was fragmented, with no centralised CRM, limited conversion tracking, and advertising accounts that had grown unwieldy over time.
The firm approached us with three core objectives:
Reduce Customer Acquisition Cost
The cost of acquiring each new client through digital channels was too high relative to lifetime value, making it difficult to scale profitably.
Improve Return on Ad Spend
With over $300,000 per month in advertising spend, even incremental improvements in ROAS would have a significant impact on the bottom line.
Increase Lead-to-Sale Conversion
Leads were coming in, but too many were falling through the cracks due to a lack of systematic follow-up and nurturing.
We conducted a comprehensive audit of the firm's advertising accounts and restructured them from the ground up:
Granular Campaign Architecture
We replaced broad, catch-all campaigns with a granular account structure that separated campaigns by service line, audience segment, and funnel stage. This allowed for more precise budget allocation and messaging tailored to each audience.
Negative Keyword Strategy
We implemented an extensive negative keyword strategy to eliminate wasted spend on irrelevant search queries. This immediately improved click quality and reduced cost per click across the account.
Improved Conversion Tracking
We overhauled the firm's conversion tracking to accurately measure leads, enquiries, and downstream sales. With reliable data flowing into the advertising platforms, automated bidding strategies could optimise toward genuine business outcomes rather than vanity metrics.
With the advertising foundation in place, we focused on improving what happened after the click:
Landing Page Optimisation
We ran multivariate tests across key landing pages, testing headlines, form layouts, trust signals, and calls to action. Iterative testing led to significant improvements in on-page conversion rates.
Keyword Refinement
Beyond negative keywords, we refined the active keyword set to focus budget on high-intent, high-converting search terms. Low-performing keywords were paused and budget was reallocated to proven performers.
To address the lead-to-sale conversion gap, we implemented a marketing automation and CRM solution:
CRM Implementation
We set up Infusionsoft as the firm's central CRM, establishing structured workflows for lead capture, scoring, and assignment. Every lead was tracked from first touch through to sale.
System Integration
We integrated Infusionsoft with Xero, creating automated data flows between the marketing and accounting systems. This eliminated manual data entry, reduced errors, and gave the firm a unified view of the customer journey from lead to revenue.
Automated Nurturing
We built automated email sequences and follow-up workflows that ensured no lead went uncontacted. Leads that were not yet ready to engage received targeted nurturing content, keeping the firm top of mind until they were ready to convert.
The combination of advertising restructure, conversion optimisation, and marketing automation delivered transformative results:
Return on Ad Spend Increased by 323%
Restructured advertising accounts, refined keyword targeting, and improved conversion tracking combined to more than quadruple the return on every dollar spent on advertising.
Customer Acquisition Cost Reduced by 78%
By eliminating wasted spend, improving ad relevance, and increasing conversion rates at every stage of the funnel, we reduced the cost of acquiring each new client by more than three quarters.
80% of Leads Converted to Sales
With a properly implemented CRM, automated nurturing workflows, and systematic follow-up processes, the firm achieved an 80% lead-to-sale conversion rate, turning their marketing investment into predictable revenue growth.
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