Click & Cognac
A triple-distilled mix of infrastructure, insight, & irresistible creative.
We partnered with a mid-sized Human Resources Consulting Firm specializing in career transition services, leadership development programs, and workforce reduction support for Fortune 1000 companies. Although they had a trusted reputation offline, their Google Ads program was outdated, lacked ROI visibility, and wasn’t contributing meaningfully to growth. Our mission: rebuild their paid media strategy into a modern, intent-driven acquisition engine capable of driving measurable impact — all while laying the foundation for scalable, full-funnel marketing.
Preparation
Client Overview
Before partnering with Speak It To Be, the HR consulting firm’s Google Ads account was disorganized and ineffective. Campaigns were bloated and lacked focus, creative was outdated, and there was no functioning conversion tracking in place. The marketing team had no insight into what was driving leads or ROI, and media spend was too conservative to generate meaningful data. Despite offering premium services, their digital presence was underperforming, invisible, and unmeasured.
Client: A national Human Resources Consulting firm
Industry: B2B Services
Ask: Rebuild paid media infrastructure, revamp creative, and optimize spend to increase qualified conversions and campaign efficiency.
OBJECTIVES & GOALS
We focused on achieving both performance and infrastructure outcomes:
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Redesign the campaign architecture to mirror service lines and customer intent.
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Refresh ad creative and messaging to better resonate with HR buyers and decision-makers.
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Install complete, reliable conversion tracking across lead forms and engagement events.
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Increase engagement KPIs (CTR, clicks) by 100% while maintaining CPC efficiency.
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Position the account for future scaling into remarketing and full-funnel automation.
The Challenge
The client’s paid media foundation was unstable—messy tracking, inefficient budget allocation, and creative that no longer resonated. Their campaigns were running, but performance was plateauing. They needed a full-funnel refresh with measurable ROI.
The Recipe
Solution & Ingredients
We executed a three-phase transformation roadmap:
Phase 1: Infrastructure & Campaign Rebuild
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Conducted full audits of Meta and Google Ads accounts
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Rebuilt tracking foundations with Google Tag Manager and clean UTMs
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Launched tightly themed campaigns with clarified goals across each funnel stage
Phase 2: Creative & Messaging Revamp
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Developed new ad creative with clarified offers and differentiated messaging
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Wrote fresh copy for awareness, nurture, and conversion stages
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A/B tested static and video ads to refine what resonated
Phase 3: Tracking Overhaul & Spend Optimization
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Rolled out holistic reporting to track spend vs. conversions by platform
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Reallocated underperforming budget and scaled high-converting campaigns
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Established CPA benchmarks to guide future testing and scaling
Served across three courses—Fix, Scale, and Optimize—with a strong kick of analytics.
The Method
Fix Phase:
Purged outdated ad groups and paused legacy campaigns with low engagement.
Rebuilt all RSAs using dynamic keyword insertion and thematic testing (emotional vs. ROI-focused messaging).
Consolidated budget into 2 top-performing campaigns, reducing waste and improving auction competitiveness.
Scale Phase:
Increased total monthly media spend by +128%, while maintaining CPC stability.
Scaled impressions by +114% and clicks by +326% — showing engagement gains far outpacing spend growth.
Launched a remarketing audience build-out — preparing the account for full-funnel expansion in Q2.
Analytical Key Takeaways:
Efficiency Over Volume:
Despite more than doubling spend, click efficiency improved even more dramatically — clicks rose over 3x, demonstrating better auction participation and message-market fit.
Audience Alignment:
The leap in CTR (from 1.07% to 2.13%) indicates stronger audience resonance. Messaging that acknowledged the emotional complexity of layoffs and leadership transitions resonated significantly better than previous generic messaging.
Campaign Prioritization:
Specific service lines, notably Leadership Development, emerged as high-performing — achieving a CTR of 4.10%, double the account-wide average and well above industry norms. This identified key revenue drivers for future scaling efforts.
Conversion Foundations Laid:
Even though most March performance was "pre-tracking fix," the final week of March saw early-stage lead capture through Enhanced Conversions. April and beyond were positioned for full CPA (Cost per Acquisition) and CPL (Cost per Lead) optimization.
Cost Controls Maintained:
Average CPCs remained stable (~$0.65–$1.00) even as competition intensified, meaning improved ad relevance and Quality Scores supported more efficient bidding.
Tasting Notes
Results
Bonus kick: Conversion, engagement, and spend efficiency—served neat.
Presentation & Garnish
Clear creative. Clean data. Controlled spend. This isn’t your average media mix—this one’s been carefully curated to deliver performance with polish.
Pairs well with bold goals and a growth-focused team.
“Working with Speak It To Be Marketing was a game changer for us. We were struggling to communicate the value of our leadership development programs in a way that actually resonated with busy executives. Ben helped us clarify our messaging and within weeks of launching the new campaign we saw a 40% increase in internal sign-ups. Highly recommend if you want a strategy that’s both sharp and deeply human.”
Marketing Director
