From fragmented activity to a focused growth engine.
An established engineering business with deep expertise but low online visibility, transformed into a focused, measurable marketing operation — without adding full-time headcount.
The starting point.
Marketing activity was reactive and scattered across an agency retainer and an under-supported junior marketer. Google Ads spend was rising without a clear return, search visibility was poor for high-intent industrial terms, and there was no senior strategy tying the activity together. The result was traffic without qualified enquiries.
How I approached it.
- 01Full audit of search visibility, ad performance and conversion paths to find wasted spend and missed intent.
- 02Refocused channel strategy around high-intent industrial search terms rather than broad brand awareness.
- 03Rebuilt landing pages around buyer intent and commercial outcomes — not product specifications.
- 04Pruned and restructured Google Ads accounts to remove wasted spend and concentrate budget on proven converters.
- 05Set quarterly priorities with a single accountable senior voice owning the whole plan.
The outcomes that mattered.
Within two quarters the business had a clearer search presence, a leaner ad budget and a steady flow of qualified inbound enquiries — managed with senior direction rather than agency noise. Marketing moved from a cost centre to a predictable contributor to pipeline.
"It felt like finally having a marketing director rather than a list of deliverables. The whole approach got sharper within weeks."
Return on every pound of marketing spend after account management fees — sustained across two consecutive quarters.
Want this kind of direction for your business?
Start with a free marketing audit and see what senior direction would change.