01 · The Situation
This compliance consulting and training group serves mid-market manufacturers — active in United States, United Kingdom, and UAE. Marketing spend: ~$22,000/month Google Ads, minimal SEO investment, website last redesigned in 2019.
Three vendors had never shared a dashboard. Google Ads sent traffic to outdated service pages. SEO produced quarterly blog posts with no commercial intent mapping. Blended ROAS: 3.2× — below 3.5× local-services median (this B2B services profile fits our benchmark set as other: median 3.0×, top quartile 5.5×).
Leadership wanted one senior team accountable for pipeline, not channel metrics.
02 · The Diagnosis
Web was the bottleneck. Landing page conversion rate 2.1% vs 7.0% local-services landing benchmark on paid traffic. Mobile INP failed Core Web Vitals. Forms abandoned at step 3 of 5.
SEO invisible on money terms. Ranked page 2–4 for "ISO consulting," "factory compliance audit" — high intent, zero dedicated service architecture.
Google Ads structurally sound but measurement-weak. Trust score 54. No offline import of CRM qualified-opportunity stages. PMax and Search both active without clear role separation.
Cross-market chaos. US, UK, and UAE campaigns shared one English creative set — wrong currency signals, wrong regulatory proof points.
03 · What We Did
Month 1 · Measurement + web audit. Unified GA4, GTM, enhanced conversions, CRM stage import. Web rebuild scoped to conversion paths — not cosmetic rebrand.
Months 2–3 · Web rebuild (conversion-focused). Service pages per offer + market. Case proof modular. Forms reduced to 3 fields. Click-to-call for UAE mobile-heavy traffic. CR target: 6%+ on paid landing paths.
Months 2–4 · Google Ads rebuild. Tracking first (same playbook as our Malaysia automotive studio case). Campaigns by market and service line. PMax for discovery; Search for high-intent capture.
Months 3–6 · SEO compounding layer. Technical foundation. Revenue keyword pages — not blog volume. Internal linking from new site architecture. UK and US pages localized — not duplicated.
Single strategist ownership. One weekly scorecard: paid ROAS, organic qualified leads, landing CR, CRM pipeline — no vendor finger-pointing.
04 · The Results
At 6 months:
- Blended ROAS 3.2× → 6.9× — above 6.5× local-services top quartile
- Landing page CR 2.1% → 6.4% — near 7.0% benchmark
- Organic contributed 38% of qualified leads — up from 12%
- Cost per qualified lead −36% across paid + organic
- CRM pipeline value +89% at same total marketing spend
The group consolidated from three vendors to one retainer — net savings reinvested into UAE market expansion on proven playbook.
05 · What's Next
Meta Ads testing for UK awareness — CAPI from day one using the existing event taxonomy.
Insight content program for AI citation — long-form guides on compliance changes mapped to service pages (GEO layer on existing SEO foundation).
“We stopped treating the website as a brochure and ads as a separate channel. One measurement stack, one narrative — and compounding finally happened.”
