Reporting & Analytics

Case Study: Paid Media Optimization & Conversion Strategy

Rebuilding Paid Media Around Revenue, Lead Quality, and Better Signals

Challenge

A national nonprofit and research-focused organization had active digital advertising across Google and LinkedIn, but the account needed a stronger connection between media activity, business priorities, lead quality, website behavior, and revenue. Existing campaign activity included high-volume traffic, multiple product and audience priorities, and conversion signals that did not always distinguish meaningful outcomes from softer actions. The challenge was to reassess what was running, identify where measurement was weak, and rebuild paid media around clearer business value rather than traffic alone. 

Work

The work began with a cross-platform review of Google Ads, LinkedIn Campaign Manager, GA4, landing pages, ecommerce activity, lead-generation forms, and CRM follow-up. Campaigns were reorganized around revenue-aligned priorities, including Certified Stress Coach and StressHealth. Google Ads budgets and goals were reviewed against actual product behavior, while LinkedIn campaigns were tested across website-visit, image lead-form, and direct-message lead-generation formats. Tracking was expanded beyond platform clicks. LinkedIn Lead Gen Forms were connected through Zapier into ActiveCampaign so captured leads could move into email and outreach workflows. Website conversion signals were refined around lower-funnel activity such as form submissions, add-to-cart, begin-checkout, and purchase events. Campaign UTMs, landing-page behavior, conversion definitions, and cross-platform attribution were reviewed together so optimization decisions could be made against stronger signals. 

Result

The work produced a clearer paid-media system with measurable differences between campaign formats and stronger alignment between advertising and business outcomes. LinkedIn direct-message lead generation produced 38 StressHealth leads at approximately $15.74 per lead, compared with 3 leads at approximately $199.41 per lead from the traditional image lead-form setup. The Certified Stress Coach LinkedIn website-visit campaign generated roughly 3,000 reported website visits at about $0.34 per visit, while GA4 provided a separate view of what happened after users reached the site. Certified Stress Coach also became a major focus across paid media and onsite behavior. During the six-week reporting window, GA4 recorded approximately 2,822 Certified Stress Coach item views, 13 add-to-cart actions, 2 items purchased, and $1,300 in item revenue. The result was not simply more advertising activity. It was a stronger decision-making framework for identifying which formats, products, audiences, and pathways deserved additional investment.

Services Demonstrated

Reporting & Analytics, Paid Social Advertising, Google Business & Search, Website & Digital Pathways, Google Ads, Performance Max strategy, CRM integration, Zapier integration, ActiveCampaign integration, conversion tracking, UTM strategy, ecommerce tracking, budget refinement, and revenue alignment.