Android App Case Study: Field Engineer App Launch
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Case study
Digital Marketing Case Study: One Campaign Engine
Three channels, three suppliers, and no idea which produced the revenue.
- Technology
- 2025
Sample content. This is an illustrative example supplied with the theme, not a real client project. The figures shown are not actual results.
Results
- -38%
- Cost per qualified lead
- +2.1x
- Marketing-attributed pipeline
- 100%
- Of conversions correctly attributed post-rebuild
- 6 mths
- To organic overtaking paid as top lead source
The challenge
Three different suppliers ran paid search, content and email, and none of them shared a strategy. Conversion tracking had broken, so nobody could say which activity produced pipeline. The team set budgets on instinct.
What we did
We rebuilt tracking first, then consolidated the channels under one strategy with shared messaging. Paid search covered high-intent terms while content built organic visibility, and email nurtured everyone the other channels attracted.
Tracking before tactics
The first month was almost entirely measurement. Conversion tracking was double-counting some actions and missing others, which meant every historical performance report had been wrong. There was no point optimising against bad data.
Channels that stopped competing
Paid search had been bidding on terms the site already ranked first for organically — paying for clicks that were already free. Reallocating that budget to genuinely incremental terms was the single biggest efficiency gain.
Organic overtaking paid
By month six, organic had become the largest source of qualified leads. We cut paid budget and moved it toward testing new segments rather than defending terms organic now owned.
More work
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