Case Study — PPC + Web Design
FinanceHub, a financial advisory firm, was spending $40,000 per month on Google Ads but seeing diminishing results. Cost-per-lead had climbed to $280 — more than twice their target of $120. Broad match keywords were pulling irrelevant traffic, ad copy didn't match landing page messaging, and there was no remarketing infrastructure to recapture lost prospects.
Their sales team was overwhelmed with low-quality leads and frustrated with the volume of unqualified enquiries. Leadership needed a complete overhaul — not incremental tweaks.
Scrapped the existing account structure. Rebuilt with exact and phrase match only, 800+ negative keywords, and tightly themed ad groups matching search intent at keyword level. Quality scores improved from avg. 4 to avg. 8.2.
Built 8 service-specific landing pages — each aligned to a single campaign, with ad copy and page headline matched exactly. Trust signals, social proof, and a frictionless above-the-fold form increased conversion rates from 2.1% to 7.8%.
Created a 3-tier Meta remarketing sequence targeting non-converters over 30 days. Each tier progressively increased urgency — awareness → testimonials → limited offer. Recovered 38% of prospects who had previously abandoned.
Implemented a lead scoring model to qualify inbound enquiries automatically. Sales reps now only receive leads scored 70+, eliminating 80% of previously wasted call time.
"In 3 months, Scalen turned our biggest cost centre into our most profitable channel. The quality of leads is night and day — our sales team is closing at twice the rate we were before."
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