No way to measure a single lead. Now every one of them is counted.

The situation

Money was leaving the advertising account every month and nothing recorded whether a single enquiry had come from it. There was nowhere good to send the traffic either: the ads pointed at general pages that were not written to answer what people had typed.

He was paying every month with no way to tell which half of it was working.

What we built

Measurement from scratch, so an enquiry is recorded once, on purpose, and can be traced back to what the person was looking for. A confirmation page that proves the enquiry arrived, which is what makes the count honest rather than hopeful.

Three landing pages, one for each way people look for a custom home: building on land they already own, a new build, and searching by area. Then a campaign pointed at those pages, plus a small one protecting his own name so competitors stop picking it up cheaply.

Where it landed

Seventeen enquiries have come through the website since we started, from a standing start with no measurement at all. Eight of them trace directly to the campaign we built; the rest arrived through search, the Business Profile, or people who already knew the name.

Just as useful: he can now see which searches produce enquiries and which ones waste money, which is the thing he never had before. We also cleared eight bot submissions out of that inbox so the number he sees is the number that matters.

What we would do next

About two thirds of the relevant searches still go elsewhere, so there is room to grow whenever he wants it. Budget is the constraint, not demand or targeting.

Enquiry volume also needs to build before we change how the campaign buys. Until then it stays on a footing where every lead is traceable to what the person searched for.

Campaign by campaign