Digital marketing services · USA and Canada
An integrated campaign built around a useful audit offer, qualified sales conversations and a transparent funnel model.
Proposed interview strategy, anonymised for this portfolio. Recommendations and targets are not presented as implemented work or achieved results.
This proposed strategy considers an agency selling local-search and digital marketing services to home-service businesses. The public case uses an illustrative budget and funnel; it does not report an agency campaign or achieved results.
Objective: Create qualified opportunities from home-service businesses that need better local demand and customer acquisition.
Use a local-demand audit to connect visibility, reviews and conversion gaps to booked jobs. A specific offer gives every channel a consistent next step.
Search captures active agency demand. Researched email and professional-network outreach open conversations with accounts showing a relevant acquisition problem.
Keep raw enquiries, qualified leads, MQLs and sales-accepted opportunities distinct. Record why Sales accepts or rejects each handoff.
Use only approved evidence and accurately attributed public examples. Create trade-specific content rather than relying on broad agency messaging.
| Channel | Job | Measure |
|---|---|---|
| Paid search | Reach businesses actively evaluating local-search support. | Qualified audit requests and cost per sales conversation. |
| Researched outreach | Start a relevant conversation around a verified public observation. | Positive replies, accepted leads and held meetings. |
| Content and SEO | Answer trade-specific commercial questions and connect them to the audit. | Qualified enquiries and assisted opportunities. |
| Professional social | Build familiarity with the offer and decision-maker point of view. | Relevant conversations and audit interest. |
| Retargeting | Help engaged buyers revisit the offer and complete the next step. | Qualified return enquiries and meeting conversion. |
This monthly scenario demonstrates the model. All costs, lead volumes and conversion inputs are illustrative assumptions adapted for this public case study.
| Channel | Budget | Qualified leads | MQLs | SQLs | Held meetings |
|---|---|---|---|---|---|
| Paid search | USD 4,500 | 22 | 12 | 5 | 3 |
| Researched email | USD 2,000 | 24 | 12 | 5 | 3 |
| Professional social | USD 2,500 | 12 | 6 | 2 | 1 |
| Content and SEO | USD 3,500 | 10 | 5 | 2 | 1 |
| Retargeting | USD 1,500 | 8 | 3 | 1 | 1 |
| Paid social tests | USD 1,000 | 4 | 2 | 1 | 1 |
| Total | USD 15,000 | 80 | 40 | 16 | 10 |
Modelled qualified-lead cost: USD 187.50. With 4 assumed opportunities and USD 30,000 assumed annual contract value, the pipeline scenario is USD 120,000. Pipeline is an opportunity value, not recognised revenue.
Confirm the account segment, audit scope and sales stages. Build the offer page, research process and source tracking. Launch a limited pilot.
Review search intent, replies and sales rejection reasons. Refine the audit CTA, nurture and qualification. Publish the first trade-focused content.
Move spend toward channels producing accepted opportunities. Review cohort conversion and cost per opportunity before expanding volume.
Decision rule: Scale only after the pilot shows accepted opportunities at a cost the business can support.