The situation, what we did, what happened.

An inherited Google Ads account burning €18K/month on broad keywords with a €340 cost per qualified lead — three times what the sales team could sustain.

• Rebuilt account structure around commercial-intent search terms only
• Introduced negative keyword hygiene and weekly search-term reviews
• Rewrote German ad copy with a native strategist
• Piped CRM close data back as offline conversions

"We waited two months longer than we should have on the offline conversion setup. It's the single most impactful change we make and we now do it week one, every time."

New brand with strong product but flat Meta results and a rising CAC eating into every launch drop.

• Built a creative testing engine with 30+ ad variants monthly
• Segmented catalogue by margin and tested prospecting differently for each tier
• Introduced WhatsApp abandoned-cart flows to recover checkout drop
• Rebuilt product pages for mobile-first conversion

"We should have shipped the WhatsApp recovery flow before the creative retest — it turned out to be the single biggest lever."

Six brands sharing one SEO strategy, resulting in cannibalised rankings, thin topical authority, and inconsistent AI-search visibility.

• Split topical territories per brand with proper hreflang
• Built pillar-and-cluster content maps for each
• Restructured on-page for AEO extraction and Overviews
• Ran monthly GEO citation tracking across ChatGPT, Perplexity and Gemini

"Started GEO tracking too late. AI-referred traffic is small in volume, enormous in intent — we now measure it from day one."

80% of bookings coming through OTAs at 18–22% commission, with a website that couldn't compete for direct traffic.

• Rebuilt the site around direct-booking conversion
• Ran branded and non-branded Google Ads to reclaim OTA-lost demand
• Layered social content on the property's story rather than the room
• Added an email nurture flow post-enquiry with a direct-book incentive

"We under-invested in email early. Repeat guests are the cheapest revenue in hospitality and we now build that channel from month one."

Two clinics competing on Google Maps against a saturated market of independent practitioners.

• Google Business Profile overhaul across both locations
• Local landing pages with genuine differentiation, not templated variants
• Review-generation flow tied to end-of-treatment SMS
• Local search ads targeting condition + neighbourhood

"Should have templated the review flow across all future local clients from day one — we now do."