This company was looking to expand their sales as they felt stagnant. They wanted to go into the facebook ad space. They have never done ads before though and were not sure how to start, what good strategies would be, and how to integrate any techstack.

The customer's main challenge was not being able to deliver a profitable ROAS on Facebook and Instagram, despite their core audiences being present there, especially on Instagram. There was a lot of engagement that did not result in sales.

Their ROAS was stuck at around 50% (0.5 : 1).

Of note, the Northern Hemisphere was heading into spring, which is their busiest time, with 90% of their sales coming from the US, Europe and the Middle East, so it was important to see results very quickly.

This customer was running lead generation campaigns that fed the leads into their custom-built CRM, to be contacted by call centre staff. The call centre reps would then convert the leads into sales over the phone, sometimes over several calls. That data would go into the CRM also, but not connected to the original lead. Leads came in via website forms as well as phone calls, so tracking inbound phone call leads was essential as well. They had a call tracking system built by a previous agency that they needed to migrate away from.

The challenge was to be able to feed sales data back into Google Ads so that the campaigns could be optimized to the actual revenue, as opposed to just the CPL. The call tracking also needed to be migrated to another platform.

The client had two sites that had very few content pieces, and needed consistent links build to compete in their market. Unfortunately, they didn't have a huge budget, so they needed a team that could focus on the things that truly move the needle.