The Work Behind The Numbers.

We began with a full account audit before making any changes. The audit revealed three key issues: products with zero margin were receiving the same budget as high-margin items, search terms were triggering on irrelevant queries costing over 40% of the budget, and the bidding strategy had no conversion data to optimize against because tracking was misconfigured.

We rebuilt the Shopping campaign structure into four tiers based on product margin, built a 380-term negative keyword list from 8 months of search term data, fixed conversion tracking to correctly attribute both direct purchases and post-view conversions, and implemented Target ROAS bidding starting conservatively at 2.2x and raising the target fortnightly as the algorithm accumulated data.

We started by mapping every manual step in the current lead process, which revealed six distinct tasks being performed manually for every single lead. We then designed an automation architecture to handle all six in sequence.

The workflow triggers immediately on form submission from any of the three sources. Lead data is enriched with company information, the contact is created in the CRM with correct tags and pipeline stage, a personalized acknowledgment email is sent within 30 seconds, the relevant team member receives a Slack notification with full lead context, and if the lead meets scoring criteria (company size, service interest, budget signal), a booking link is automatically included in the second follow-up email sent 2 hours later.

We began with a full CRO audit measuring load time, scroll depth, click heatmaps on the product page, and checkout funnel drop-off rates by step. The data showed 67% of users were abandoning at the shipping information step — a form that asked for 9 fields when 4 were genuinely required.

We rebuilt the store on a custom lightweight theme with no page builder dependencies, removed 14 apps and replaced two with leaner alternatives, implemented lazy loading for images, redesigned the product page to show CTA, price, size selection, and review count above the fold on mobile, and streamlined checkout to 4 steps with autofill enabled.

We started by spending two days mapping the actual recruitment sales process — from initial client enquiry through job brief, candidate submission, interview, offer, and placement. This revealed 7 distinct pipeline stages and 4 automated follow-up opportunities that were currently being done manually.

We implemented HubSpot CRM with a custom pipeline matching the 7 stages. Deal creation was automated from incoming email enquiries and web form submissions using AI-assisted parsing. Follow-up sequences were built for each stage transition — when a deal moved to Interview Scheduled, an automatic email confirmation went to the client and a task was created for the account manager. We connected the calendar integration so all meetings logged automatically without manual entry. Revenue attribution reporting was configured to show close rate and average deal value by lead source.