The challenge for this project was that the client has never ran any ads on social and had no prior data to leverage. The client also didn't know if there was a market for his product on social.

Xagio is an online software tool that combines the power of cloud WordPress

management and a feature-rich optimization plugin. They were looking to generate more leads and sales through paid ads.

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.