Overview

InStitchu engaged us to scale the volume of high-quality, sales-qualified enquiries generated via paid media while improving attribution clarity across the funnel. We rebuilt both Google and Facebook advertising accounts with a focus on keyword intent, campaign structure, creative performance insights and end-to-end tracking, resulting in significant improvements to Sales Qualified Lead (SQL) volume year-to-date across both platforms.

Google Ads Performance

By tightening negative keyword exclusions, optimising ads around thematic ad groups, and focusing spend on high-intent keyword clusters, we increased Google Ads non-brand conversions (SQLs) by 139%.

Brand activity also saw strong gains, delivering an 18% uplift in SQLs while reducing CPL by 4%.

Blended across all campaigns, this resulted in a 25% YoY increase in SQLs, growing from 3.8k to 4.8k qualified enquiries.

Facebook (Meta) Ads Performance

We rebuilt the Facebook Ads account from the ground up, consolidating campaigns to eliminate overlap, launching a structured creative-testing programme, and deploying insights from a detailed behavioural and sentiment analysis of 10,000+ live-chat conversations (using our bespoke internal script) to refine ad messaging and landing page experience.

We also updated attribution settings within Meta to prevent over-counting of conversions, meaning YoY performance cannot be reliably compared inside the platform. However, GA4 reports a 115% increase in SQLs YTD vs previous period.

To underpin accurate measurement and revenue attribution going forward, we implemented a comprehensive UTM-based tracking framework across the funnel.

Bookings increased by 82.1% (YTD vs Last Year)

CPA reduced by 56.3% (YTD vs Last Year).