Search that speaks to sales.
Connect the search term to the sales conversation, then put spend behind the services that matter.
Illustrative project · Proposed approach, not a client case study.
- Service
- Paid search
- Focus
- Service intent & lead quality
- Primary measure
- Cost per sales-accepted enquiry
The challenge.
A consultancy can attract plenty of search traffic while its sales team spends the week rejecting enquiries. Broad service language makes it difficult to distinguish a prospective client from someone looking for a job, free advice, or a different kind of support.
A clearer
way forward.
- Campaign structure by service
- Search-term exclusion rules
- Service landing-page brief
- CRM acceptance feedback
Start with the service mix.
Separate the priority services, target companies, and buying situations. Give each campaign a specific commercial job instead of pooling all consultancy searches.
Make the first click qualify.
Match the search term, ad, and landing page. Explain the engagement, who it suits, and what the first conversation will cover before asking for an enquiry.
Close the loop with sales.
Connect campaign identifiers to accepted and rejected enquiries. Review rejection reasons before deciding which search terms deserve more budget.
What we would measure.
Accepted enquiries
Use an agreed sales definition to separate potential clients from low-fit submissions.
Cost per opportunity
Compare spend with accepted opportunities for each priority service.
Commercial fit
Review close rate, engagement value, and margin before moving budget.