Atlas Industrial · Manufacturing & industrial equipment · 320 staff
An industrial manufacturer discovered its conversion tracking had been broken for fourteen months. Fixing the measurement changed every decision that followed.
+118%
Qualified leads at flat budget
−42%
Wasted ad spend
2.6×
Return on ad spend
31%
Of revenue attributed to email
The challenge
Atlas was spending significantly across Google and Meta with reporting that looked acceptable and a sales team that saw almost none of it. The paid account had been optimising toward a conversion event that fired on page load rather than on form submission — so the algorithm had spent more than a year learning to find people who bounced.
The approach
Rebuilt conversion tracking from scratch, including server-side events and offline conversion import from the CRM
Let the platforms re-learn against genuine qualified-lead signals rather than phantom conversions
Cut two channels entirely and reallocated that budget to the two that were demonstrably working
Built a structured creative testing programme, moving from four ads a quarter to twenty a month
Added lifecycle email so the leads paid media generated were actually followed up systematically
The outcome
With no increase in media budget, qualified lead volume more than doubled within two quarters, and for the first time the marketing team could state what a lead cost with confidence.
The uncomfortable part was learning we had been reporting confidently on numbers that were never real.
Next step
Thirty minutes, no pitch deck. We will give you a candid read on where the opportunity is — whether or not you end up working with us.
No obligation · We reply within one business day