Higher-profit customers, less stress

The challenge

Harry had volume - leads were coming in. But most weren't qualified. Wrong budget, wrong job size, wrong project type. Sub-20% close rate. His team was burning hours on site visits and detailed quotes that never converted, while the business ran on the margin of the few jobs that did. The trap was obvious from the outside but hard to escape from the inside: turning the campaign off felt risky, but keeping it running was bleeding team capacity.

What we did

• Sat down with Harry to define the ideal customer profile - job size, budget range, project type, decision-maker.
• Built a tailored ad strategy around that profile - keywords, copy, landing page, qualifying questions in the form.
• Set monthly strategy refinement - what's working, what's not, what we're testing - so the targeting got sharper each month.
• Avoided the 'cookie cutter' template approach Harry had seen at other agencies.

The result

The leads coming through are now what Harry calls 'business-qualified' - higher profit per job, lower stress, easier to deal with. The team's time is no longer being wasted on quotes that never close. Strategy refined every single month based on what actually converted that month.

How it played out

1. Month 0 Leads coming in, but most unqualified - burning team time on jobs that wouldn't close
2. Week 1 Worked with Harry to define the ideal customer profile - job size, budget, project type
3. Month 1 Built a tailored ad strategy + qualifying questions in the lead form
4. Monthly Strategy refinement based on which leads actually closed that month
5. Today Business-qualified leads only - higher profit, lower stress, easier to close

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These customers are higher profit. They're less effort, they're less stress, they're easier to deal with. Not cookie cutter - everything tailored to us.