Context
The client struggled to consistently fill their online workshop capacity.
They had previously worked with multiple freelancers running separate campaigns, hoping one approach would deliver results. However, due to frequent algorithm changes and a lack of consistency, previously successful tactics no longer performed.
Challenge
Upon reviewing the account, I found that conversion tracking was not functioning properly. There were multiple Meta pixels installed, and Google Ads conversions were outdated and broken due to ongoing website changes.
Without reliable tracking, campaigns lacked the data needed to optimize effectively. Simply put, the platforms couldn’t identify what a “conversion” was—making performance optimization impossible.
Strategy & Execution
Before developing a campaign strategy, I focused on fixing the foundation: accurate tracking.
I conducted a full audit and implementation across:
- Google Tag Manager (GTM)
- Meta Pixel
- Google Ads conversion tracking
- Google Analytics 4 (GA4)
Once tracking was correctly set up and validated across all platforms, I launched campaigns focused on lead generation (workshop sign-ups).
During the initial phase, I continuously monitored and verified data accuracy while running early optimizations.
After ensuring consistent and reliable data across Meta Ads, Google Ads, and GA4, I shifted focus to performance optimization:
- Meta Ads: Tested multiple creatives and identified top-performing formats, which were then scaled
- Audience targeting: Refined targeting and campaign settings based on performance insights
- Google Ads:
- Continuously added negative keywords to improve traffic quality
- Optimized ad groups and ads
- Tested and adjusted budgets to maximize conversions
Results
Over a two-month period, campaign performance improved significantly as optimizations took effect.
- Leads increased by 80% in the second month compared to the first
- Budget increased by 46%, enabling further scaling
- Generated 360% more leads than available workshop spots
While not all leads converted into customers, the client successfully filled the workshop to the desired capacity.
Key Learnings
Accurate tracking is the foundation of any successful performance campaign.
This case demonstrates how proper conversion tracking—combined with continuous optimization—can significantly improve results and enable scalable growth.