Case Study 3
How an Ads Audit Increased ROAS by 400% for a Marketing Consultant
Client Overview
● Business Type: Marketing Consultant (Helping B2B companies generate leads)
● Revenue Model: High-ticket consulting ($5,000–$15,000 per client)
● Ad Platform: LinkedIn & Meta (Facebook & Instagram)
● Previous ROAS: 1.5x (low profitability)
Problem Statement
This consultant was spending $8,000 per month on ads but struggling to attract the right clients. Most leads were small businesses with limited budgets, and the sales cycle was too long, causing cash flow issues. Despite getting leads, the close rate was only 10%, making ads barely profitable.
Audit Process & Key Findings
A 4-phase Ads Audit was conducted to find the weak points:
Ad Creative & Messaging
○ The messaging was too broad: “Need more leads? Let’s talk.” → Attracted small businesses & unqualified leads.
○ No authority positioning—it sounded like a generic marketing agency pitch.
Lead Quality & Targeting
○ Ads were optimized for the cheapest leads instead of decision-makers.
○ Wrong audience: Targeted small business owners instead of CMOs & CEOs of mid-size companies.
Funnel Issues
○ Landing page conversion rate was 12% (too low for high-ticket).
○ No lead nurturing system—potential clients clicked but didn’t convert.
Budget Allocation
○ 80% of the budget was spent on cold traffic, while warm leads were ignored.
Audit Process & Key Findings
A 4-phase Ads Audit was conducted to find the weak points:
Ad Creative & Messaging
○ The messaging was too broad: “Need more leads? Let’s talk.” → Attracted small businesses & unqualified leads.
○ No authority positioning—it sounded like a generic marketing agency pitch.
Lead Quality & Targeting
○ Ads were optimized for the cheapest leads instead of decision-makers.
○ Wrong audience: Targeted small business owners instead of CMOs & CEOs of mid-size companies.
Funnel Issues
○ Landing page conversion rate was 12% (too low for high-ticket).
○ No lead nurturing system—potential clients clicked but didn’t convert.
Budget Allocation
○ 80% of the budget was spent on cold traffic, while warm leads were ignored.
Implementation & Fixes
5 key changes were made to transform ad performance:
✅Refined Messaging & Positioning
● Shifted from generic lead generation promises to industry-specific pain points:
❌“Need more leads?” →✅“Struggling to generate B2B leads without cold outreach? Here’s the problem…”
● Added credibility with client success stories & case studies.
✅High-Intent Audience Targeting
● Shifted focus from small business owners to decision-makers (CMOs, CEOs, VP of Marketing).
● Used LinkedIn + Meta Custom Audiences (e.g., people who visited the pricing page but didn’t book a call).
✅Funnel Optimization
● Added a value-driven lead magnet (e.g., “The 3-Step B2B Lead Gen Framework”) before pitching a call.
● Rebuilt the landing page with clear pain points, proof, and a soft call to action (“Download the framework” instead of “Book a call”).
✅Lead Nurturing Strategy
● Set up email & retargeting sequences with case studies & testimonials.
● Warmed up leads before asking for a sales call.
✅ Reallocated Budget
● 50% Cold Audience (CEOs, CMOs, VPs of Marketing).
● 30% Warm Traffic (people who engaged with content but didn’t book).
● 20% Hot Leads (retargeting pricing page visitors & past leads).
Results After 60 Days
● ROAS Increased from 1.5x → 7.5x (400% Growth)
● Cost Per Qualified Lead Dropped by 58%
● Landing Page Conversion Rate Increased from 12% → 37%
● Close Rate Doubled from 10% → 22%
● High-Intent Clients → More CEOs & CMOs booked calls, leading to higher deal sizes.
Key Takeaways
- Broad targeting = bad leads – Finding the right decision-makers increases
conversion rates. - Lead nurturing boosts conversions – Educating prospects before pitching makes
them more likely to buy. - Funnel structure matters – A simple lead magnet –> warm-up –> sales call approach increased lead quality.
- Budget allocation can make or break ROAS – Spending too much on cold traffic
without retargeting wastes ad spend.
By making a few strategic ad and funnel tweaks, this consultant turned a struggling ad campaign into a money-making system, generating high-quality leads & closing bigger deals without increasing ad spend.
Implementation & Fixes
5 key changes were made to transform ad performance:
✅Refined Messaging & Positioning
● Shifted from generic lead generation promises to industry-specific pain points:
❌“Need more leads?” →✅“Struggling to generate B2B leads without cold outreach? Here’s the problem…”
● Added credibility with client success stories & case studies.
✅High-Intent Audience Targeting
● Shifted focus from small business owners to decision-makers (CMOs, CEOs, VP of Marketing).
● Used LinkedIn + Meta Custom Audiences (e.g., people who visited the pricing page but didn’t book a call).
✅Funnel Optimization
● Added a value-driven lead magnet (e.g., “The 3-Step B2B Lead Gen Framework”) before pitching a call.
● Rebuilt the landing page with clear pain points, proof, and a soft call to action (“Download the framework” instead of “Book a call”).
✅Lead Nurturing Strategy
● Set up email & retargeting sequences with case studies & testimonials.
● Warmed up leads before asking for a sales call.
✅ Reallocated Budget
● 50% Cold Audience (CEOs, CMOs, VPs of Marketing).
● 30% Warm Traffic (people who engaged with content but didn’t book).
● 20% Hot Leads (retargeting pricing page visitors & past leads).
Key Takeaways
- Broad targeting = bad leads – Finding the right decision-makers increases
conversion rates. - Lead nurturing boosts conversions – Educating prospects before pitching makes
them more likely to buy. - Funnel structure matters – A simple lead magnet –> warm-up –> sales call approach increased lead quality.
- Budget allocation can make or break ROAS – Spending too much on cold traffic
without retargeting wastes ad spend.
Results After 60 Days
● ROAS Increased from 1.5x → 7.5x (400% Growth)
● Cost Per Qualified Lead Dropped by 58%
● Landing Page Conversion Rate Increased from 12% → 37%
● Close Rate Doubled from 10% → 22%
● High-Intent Clients → More CEOs & CMOs booked calls, leading to higher deal sizes.