How Better Tracking Grew Leads for The Wellbeing Project
Rebuilding the measurement layer, then using it to grow leads 75% year on year
Overview
The Wellbeing Project was investing in paid search, but their conversion tracking had drifted out of sync with the site, so the ad platforms were seeing only a fraction of the enquiries coming through. Campaigns looked healthy on traffic while the conversion data had stopped reflecting reality.
We rebuilt the measurement end to end, concentrated spend behind the search themes the data showed were converting, and grew enquiries 75% year on year.
The Wellbeing Project is a global wellbeing consultancy of business psychologists and wellbeing specialists. They work across all industries and sectors to put healthy high performance at the heart of how the world does business.
Grow qualified enquiries from organisations commissioning workplace training, in a search market where providers, membership bodies and course aggregators all compete on the same high-cost terms.
Conversion tracking had drifted out of sync with the site, so the ad platforms were recording only a fraction of the enquiries actually coming through. It's a common situation, and an easy one to miss, because the campaigns still look like they're working: traffic and clicks report normally while the conversion data quietly stops reflecting reality.
The consequence is that automated bidding has no accurate signal to learn from, and there's no reliable way to see which keywords and channels are producing enquiries rather than visits.
We fixed the measurement first. Conversion tracking was rebuilt end to end so that enquiries, brochure requests and other form submissions were captured accurately and fed back into both ad platforms, with CRM data available to check what the platforms were reporting.
With an accurate signal in place, we concentrated spend behind the programmes the data showed were converting. Ad copy was rewritten, which lifted click-through rate sharply across both channels.
Results
+75%
leads year on year
+50%
click-through rate year on year
3x
lower Microsoft Ads CPA vs Google
Enquiries grew 75% year on year. With accurate conversion data flowing back into both platforms, automated bidding could finally optimise toward the enquiries that mattered rather than toward clicks.
Click-through rate rose by more than 50% on Google Ads and more than 40% on Microsoft Ads, as spend concentrated behind the highest-intent search themes and ad copy was rewritten around the buying decision.
Microsoft Ads proved the standout, delivering more conversions than Google at roughly a third of the cost per conversion. Without working tracking, none of that would have been visible.
Most importantly, the client now has a measurement layer they can trust, and a clear view of which channels and search themes actually drive enquiries. Every decision since has been made on real conversion data.
“Jonny has been a pleasure to work with. He's methodical, quick to come back when I need something, and genuinely collaborative in how he works - he’s built an approach that works, refining it as we've gone rather than handing it over and hoping. I always know where things stand, which is rarer than it should be. I'd recommend him to anyone.”
Stephen Wood, Head of Marketing