By reworking the Adwords strategy using 1KW1AG (one keyword one ad-group) and setting up conversion tracking through the funnel, we could see what paid search terms were not only turning into a leads but converting into a closed deals. This knowledge meant we could outspend competitors on highly valuable traffic and save our pennies on terms that delivered big numbers but no return.
With each part of the customer funnel using different software (adverting/application/sales support/contracts) we had no visibility on what marketing was delivering deals and what marketing was delivering absolutely nothing. Before we could confidently scale ad spending aggressively we had to setup proper tracking.
We used PowerBI dashboards to visualise each stage of the funnel and show what was profitable and what was not. This streamlined management reporting and budgeting as well as highlighted ways to improve application conversion rates (ultimately increasing by 135%).