Previous agency claimed 866 conversions. We found 43 were real. Then we rebuilt it.
Gen Z Trade Group is an electrical trade business. Their previous agency claimed 866 conversions in a quarter. We audited three months of that spend.
Gen Z Trade Group: the previous agency claimed 866 conversions, we found 43.
Of the 866, 823 were soft profile taps rather than enquiries. Our audit found 43 were real, carrying eight dollars of attributed value across the audited period. Over the same window cost per click had climbed 2.5x, and the account was over-built, with thousands of keywords competing against each other.
The rebuild started with measurement. GA4, Tag Manager and Search Console were installed properly, along with Attributable, our server-side attribution engine, provided free as the foundation. No new media spend went out until tracking was live and verified.
Google Ads was then rebuilt campaign by campaign, with the strongest segment split into its own campaign instead of being left inside the account average.
The programme now runs month to month on a fixed monthly cap covering Google Ads and SEO, with Meta retargeting included. A substantial dormant contact database was identified for reactivation.
The engagement.
Finding the real number
A forensic Google Ads audit across three months of spend: inflated conversion counts, a 2.5x cost-per-click climb, and an over-built account fighting itself across thousands of keywords.
Tracking first, then media
GA4, Tag Manager, Search Console and Attributable, our server-side attribution engine installed free as the foundation, then Google Ads rebuilt campaign by campaign, with the standout segment split into its own campaign.
Growth, month to month
Google Ads plus SEO on a fixed monthly cap, with Meta retargeting included and a substantial dormant contact database identified for reactivation.
Real leads we found, against the 866 the previous agency claimed
CPC inflation identified and unwound in the rebuild
Full tracking foundation installed before a dollar of new spend
Gen Z Trade Group, qualified trades, on the tools.
What did 121 Group do for Gen Z Trade Group?
121 Group ran SEO, Google Ads and paid social for Gen Z Trade Group.
What industry is this trade and professional services case study in?
Gen Z Trade Group operates in trade and professional services. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach trade and professional services marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Sure about the conversion numbers your agency reports?
Thirty-minute call. We'll review your channels, your tracking and your numbers, and tell you what we'd do differently.
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